Kitchen Worktops and SEO
Kitchen Worktops and SEO
Kitchen Worktops and SEO
I've just come off a very interesting conversation with a Google adwords consultant and I was interested in hearing her expert opinion on how internet buyers choose what websites to visit after entering a search term such as"Corian worktops" into a search engine.
At this point it would be good to explain a few things before I continue with my thoughts
Organic search results are the natural listings that you will see when making a search on Google or other search engines and these appear below the top three links on a result page. For instance, if you search for the term"Silestone Worktops" in a google search, you will discover that Kitchensfitted ranks highly. Organic listings are those determined by a search engine on what's known as algorithms and are dependent on a variety of factors such as relevant content, links from other quality websites, age of the website etc.
Sposnsored listings are the results that appear above and to the right side of a results page and where you appear depends on the amount you are prepared to pay for a search term that internet users place in the search box. So if the term "Silestone worktops" is a phrase you wish to attract your buyers with and your budget stretches to the price of for example 50p per click, then you will be positioned in the top three results. If your budget is less, for arguments sake, let's say 25p, then you will appear perhaps on the second page of results on the right hand side. This is know as a CPC (Cost Per Click) Ad campaign,
At Kitchensfitted we have built our search engine results strategy almost entirely on achieving high natural or organic results for our website pages and the method has served us well because we rely on the content and advice we populate our pages with to win a clients business. As a result, we figure highly for search terms that relate to our website such as "Corian Worktops", " Silestone Worktops", "Quartz worktops","How to fit your own kitchen", "Kitchens Fitted" etc
Companies employing a CPC strategy and utilising the sponsored listings to win business, must employ the best hook lines in order for a visitor to click on their website and then to buy. Some wild and false claims exist such as 50% discount on all Corian orders or cheapest worktops in the UK, best prices in UK, buy direct etc, etc Untruths certainly remain prevalent where competition for business exists and I'm left dumbfounded by companies I'm familiar with making claims that in reality couldn't be further from the truth. On the same ruling and to be fair there are genuine, ethical and reputable traders that may require a boost to their business who also enter an Ad campaign.
Let me come to the point of this blog, after my conversation with my SEO expert colleague. She alerted me to new statistics that seemed to show that should a person wish to buy quickly they will opt to click on the sponsored CPC listing yet if they required more information and wish to research a product more they would choose the Organic listings. Another interesting point that came out of our conversation was the potential risk that is involved given that any company including those with poor reputations, can appear at the top of a search results page overnight provided they have paid enough for a CPC Ad campaign to enjoy the top spots, who, in some cases, ahead of long established traders who undertake business ethically,
Two conclusions I reached after our conversation and this is relevant to anyone seeking to purchase bespoke worktops,
It is misguided to think that just because a company appears in the sponsored listings, they will offer you the best prices and even more misguided to believe they can offer you the best service. If they are spending huge budgets on an advertising campaign then the outlay has to be balanced somewhere and that generally means it will be recovered in the prices they charge. Remember also that any company can appear at the top of sponsored search results on apage overnight just as sure as they can disappear overnight after you've paid a deposit.
Enjoying high positions in the Organic, natural listings doesn't mean that the company is reputable or trustworthy although you will discover more if you undertake greater research about them outside of what they tell you on their own website. It does mean that they have taken time and effort to enjoy good position but it is no indication that they are reputable, more an indication that their SEO strategy is working for them but that can be true of any person with great internet SEO skills who decides to set up a website offering worktops, contact a worktop fabricator and just add a mark up whilst directing the fabricator to fit your after you place an order.
So, where do we at Kitchensfitted fit in the categories above? Well we have from time to time utilised Google vouchers to run an ad campaign and we have worked hard over the years to establish the results we enjoy in the natural listings but I believe we differ from others in that we actively encourage visitors to speak and interact with us so they can decide our credentials for themselves. We won't tell you we're the best or the cheapest or that we offer 60% discounts on our worktops because all of this would devalue a service we're proud of.
What I will tell you is that I'm confident that we offer great value for money and we aim to beat any like for like quote and I will tell you that our staff are experienced, knowledgeable and courteous and I will also tell you that our whole ethos is built on offering our clients affordability, quality standards and satisfaction in our services.
I can also tell you that we are established in our industry over 30 years, I meet up or speak with our fabricator partners daily and we discuss how to win more orders by improving anywhere we can upon the high standard of service we already provide to our clients.
The lesson for those searching for any product via the internet is to carry out research and ask lots of questions before buying.
For the record, we might not be able to better some quotes should we be competing against some remote middle man who is placing a small margin on a price given him by a fabricator but I guarantee we can off a better and safer buying experience, better customer service standards and we will always remain contactable.
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