Search engine optimization can be a cat and mouse game for furniture retailers. Ensuring your site follows best practices for SEO is not only time consuming and resource heavy, but there is little data to support a direct return on the investment. Although ROI can be hard to quantify, there’s no question organic traffic can significantly boost business if done right and, ultimately, search engines are about making your site more relevant to the customer. Before hiring a pricy consultant to optimize SEO for your brand, there are likely some small tweaks you can make to your furniture retail site that will not only improve rankings, but also optimize your website for your customer. Blueport rounds up three low hurdle, high impact SEO changes to help boost your presence on search engines.
Focus On Your Geographic Region
National brands will likely show up for some of the broad furniture category terms. Focusing on broad terms is not only hard to go after, but won’t deliver any valuable traffic to your site. Instead, focus on regional and branded keywords to increase organic traffic to your site, which will also direct customers to your stores. Optimize localized SEO by setting up Google Places listings, as well as creating specific landing pages for individual stores that can be found through search engines.
Product Pages Should Contain Substantive Content
Ultimately, search engines are looking for content that is important and relevant to the searcher. To help your products garner more attention, optimize descriptions to make them more valuable and relevant to your audience, which will ultimately help improve your page rank. Product descriptions should be substantive, about 300 words, and contain relevant keywords throughout without sounding too spam-y. Look at metrics such as bounce rate and time spent on page to determine whether or not your content engages customers.
Make Images Work Harder For You
Images on your site are not only selling your products, but can also provide search engines context for the page. The naming of an image can go a long way. For example, instead of naming a product image1234234.jpeg, consider naming it something relevant to the product to help search engines understand what they are looking at. The image alt text is also very important to help search engines determine the context of an image. So for example, if you are showing an image of a sectional, be as descriptive as possible in the alt text by including the word ‘sectional’, the name of the product, and the color.
Example: alt= “Brown leather reclining sectional”
Ultimately, search engines rank pages that will be most relevant to the search. Having fresh, updated, and relevant content will be the most impactful in improving relevancy ranking for keywords. These three changes, however, are easy DIY fixes that will bring you even closer to meet your customers where they are searching.