Promoting a niche business can sometimes be a challenge. When deploying your forces on the SEO battlefield, it’s extremely important not only to conduct an in-depth competitor analysis but carefully define the requests that are the target in your particular niche. Then come internal and external optimisation, and a number of actions required to improve the website’s visibility in order to then taste the fruit of success, bringing your best product to the customers.
Check how we helped a British furniture manufacturer in our new case study or scroll down to read the story below.
Client
Murdoch Troon Kitchens are a British handmade bespoke kitchen furniture manufacturer based in Louth, Lincolnshire. This family-run business has been creating kitchens from solid pine for generations.
Tasks
- Drive organic traffic to the website
- Rank in the Top 10 of the regional SERP
- Increase the number of enquiries/transactions
Initial Data
Marketing in this specific niche is peculiar. Promoting goods and services in a narrow segment of the market, it’s extremely important to define the target audience, their preference and the audience’s way of thinking when purchasing online.
Niche Analysis
Studying this market segment, we decided to discard general search requests like “kitchen”, “kitchen cabinets”, as these are not the target for us. Keywords of this type are either simply informational or attract users who are likely to be interested in the ready-made furniture items from large manufacturers.
Working with the semantic core, it’s important to consider not only the search demand, but the client’s business objectives.
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Together with the Murdoch Troon team, we identified the direct competitors that are widely represented online and use the relevant search queries for promotion in the SERP.
An example of relevant search queries in this niche are “stand alone kitchens uk”, “loft kitchen”, “cottage plans with loft and big kitchen”, “loft kitchen design”.
Competitor analysis and a technical audit of the Murdoch Troon website helped to define the flaws and points of growth.
Internal Optimisation
An optimised web-resource indeed increases the chances to get into the top of the search results. But what is also important is that it grants convenience for the users, meaning a high probability they will become loyal to your brand and return with enquiries and orders. In terms of the internal optimisation process, we performed the following steps:
- set the correct file configurations for the search bots;
- excluded broken pages from the index and delete duplicates;
- changed URL to CNC and set up redirects;
- drew up a competent interlinking of pages;
- connected Google Search Console.
- implemented the markup of HTML elements to display them in the search results and form a visually nice snippet.
Content Optimisation
Working with content is important not only for promoting a website in organic search results. Relevant content will help increase brand awareness and, in the long run, reduce the CPC.
SEO + Usability = perfect match
SEO optimisation depends on UX: the former ensures high positions of the website in the search results, the latter takes care of the user’s comfort on the website. When the UX is flawless, the user is able to find the information they need quickly, and as a result, is more likely to place an order.
External optimisation
At the first stages of cooperation, the company had a limited budget for the website promotion. Internal optimisation was a priority. So we decided to make the most of Murdoch Troon’s existing Google My Business account.
Why Google My Business?
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Attracting new audiences to the website: the latest publications/photos/updated information about the company is quickly indexed into the search engine and Google Maps
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Increasing the ranking in the local search results
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Additional contact with the target audience which results in an increase of brand awareness
Results
Our case proves that SEO can significantly increase the visibility of a website in the index even in a very competitive niche within the UK.
Leads coming from the search results helped the Murdoch Troon brand not only to grow sales of a new range of freestanding kitchens, but also boost the number of custom-made freestanding kitchen orders. As a result, in the spring of 2020, the available time of the manufacturer and installation was fully booked till the end of the year (January 2021).
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