I’ve said this many times this year:
In 2022, Google is a non-negotiable part of a successful KBB marketing strategy.
While there’s still a place for offline media, Google has superseded so much of it, hoovering up a vast proportion of people looking for new kitchens.
And if you ignore Google, you’re missing the primary way people begin their search for a kitchen company.
Pretty obvious, right?
What’s less obvious - and where independent kitchen retailers often get stuck - is the HOW.
How do you make Google work? Should you pay for advertising? How can you get your business up the search engine rankings?
All good questions, which arguably warrant a longer answer.
So, I thought I’d just outline the difference between SEO and Google Ads and give you a couple of pointers on how to get the best out of both.
Google Ads
You pay for every single click on Google Ads, so you’ve got to maximise the value of each one.
As a result, it’s not wise to go for mass searches like ‘kitchens’ – you’ll max out your budget quickly because the competition for those terms is so fierce.
Instead, be specific about what you want – if you sell luxury German kitchens, go for that term rather than the more generic ones.
Yes, there might only be 20/30 searches for that term per month in your area, but that’s okay – you just need to make sure that if someone’s searching for it, they see you.
SEO
SEO is where you can be broader – your goal with SEO is to get a high volume of traffic, which can be filtered further down the sales funnel.
As a result, you can go for those more generic keywords in your content, as well as in your meta tags and meta descriptions.
Optimising for those keywords will give you the best chance of getting hundreds of searches, rather than tens.
In both cases, the intent is key…
In all the work we’ve been doing on Google over the last year or so, one thing has been clear: the best value conversions (both paid and organic) generally come from keywords that have the location attached. e.g. ‘german kitchens leicester’.
And there’s a simple reason why: as soon as someone adds a location, it shows that they’re not just researching or looking for pictures - they’re looking for someone to supply that product or service near them.
Those are the people you want, so when you’re building your Google Ads campaigns, or generating content for SEO, make sure to include your location/s.
Hope this helps – give it a crack over the summer and see how you get on.
