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If you sell your furniture or homeware online, then website traffic is key. But, how can you increase the quality and quantity of visitors to your site?

SEO (search engine optimisation) is the best way to do this. In this ecommerce SEO guide for furniture and homeware brands, we’ll introduce you to SEO and show you how it can benefit your business.

Whether you run a sofa company, sell kitchen appliances, or outdoor furniture, you’ll acquire some useful tips on improving your search engine ranking and increasing the number of sales you make online.

What is SEO?

Search engines such as Google try hard to provide the most accurate results for each search query.

Getting your SEO right will enable you to show up higher on Google’s search results which will increase the traffic on your website.

SEO is both a science and an art. Including relevant keywords is one part of the puzzle, but one should also consider your website’s design, and the user experience.

Why is SEO Relevant for your Furniture or Homeware Brand?

It’s obvious that having the best possible website and product-offering is essential, but that won’t matter unless potential customers can find it, and decide to click on it.

That’s where SEO comes in – SEO ensures that people find and click on your online store. Ranking highly is essential – the first five results receive two thirds of clicks.

SEO done well will boost your brand’s visibility and drive new, organic sales. Given how competitive the furniture and homeware markets are, effective SEO could be the difference between success and failure for your business.

Read on for our top 5 tips ecommerce SEO tips for furniture and homeware brands:

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Top Ecommerce SEO Tips for Furniture and Homeware Brands

1. Targeting the Right Keywords

Search engines work by ranking results according to the keywords they find on their websites. So the first thing you need to do is have a clear understanding of your target keywords. This is vital if you want to be easily discoverable online.

Identify Primary Keywords

For example, if your ecommerce store specialises in sofas, you’ll need to consider all the keywords a potential customer might search for to find them.

This may seem like a daunting task, but there are specific tools like Google Keyword Planner and other free keyword research tools that can help you.

Once you’ve identified these terms, include themd in the meta title, header tags and on-page content to make it more relevant for these terms.

Ensuring that each page title and meta description is unique and includes target keyword(s) helps potential customers know what to expect when they click on your page.

ecommerce seo optimisation

For example if your keyword research identifies ‘buy sofa online’ as a relevant keyword search, then you should include this phrase on your page’s meta title and description, which will be displayed on search engine results pages:

  • Meta Title: Buy Sofas Online | The Online Sofa Company
  • Meta Description: Buy a new sofa from The Online Sofa Company Today. Choose from a wide array of styles and sizes designs to suit your home. Free delivery on all sofas.

You can use your website’s ecommerce platform’s in-built-editor to edit your meta info and page titles – there are several platforms to choose from, but we recommend Shopify.

Identify Secondary Keywords

After adding these primary keywords in your meta title and description, use your secondary keyword research to identify ‘search intent’ and other related search phrases that you should include in your site text.

Using the same example above, these could be terms such as:

  • 2 Seater Sofa
  • 3 Seater Sofa
  • Sofa with Recliner
  • Lazyboy
  • Leather Sofa
  • Velvet Sofa
  • Affordable Sofa
  • Premium Sofa

Include these secondary terms on the page content – for example in the product description – to show Google that the page is a relevant result for that query.

2. Improve your Technical SEO

Technical SEO refers to the behind-the-scenes structure of your website.

Although it concerns the parts your customers don’t see, it’s vital that your technical SEO is done well, so that your site can be indexed by search engines correctly.

Several factors influence your website’s ranking. For example, the faster your website loads, the more engaged users will be. This alone is a significant ranking factor.

An easy way to speed-check your current website is to use Google’s Page Speed Insight tool. This lets you see your current performance and gives you suggestions for how to improve it.

Page loading speed isn’t the only important factor. Below are some other factors can also impact your ranking:

  • Navigation
  • Sitemaps
  • 404 broken link errors
  • URL structure and internal linking
  • Site localisation
  • Structured data
  • Image alt tags

There are free SEO audit tools available online, but it may be difficult to decipher the results.

An SEO consultant can help uncover and fix nagging technical issues that could be harming your rankings by performing an in-depth SEO technical audit.

3. Optimise your Furniture and Homeware Brand’s Website Design

To keep visitors on your website, you will need to consider the functionality and design of your website.

An engaging UX (user experience) is important for SEO. If people click off your website quickly, this will harm its ranking.

The more time a visitor spends interacting with your site, the more positive signals Google receives, and subsequently, the higher you will be ranked. 

When your site is recognised as being helpful and relevant, it moves up the rankings. This in turn drives the organic traffic that your business craves.

To get visitors to stay and browse your store, these are the SEO components you need to optimise:

Product Page Optimisation

If your product pages are well-designed and contain useful information they’ll rank higher in Google.

Consider adding product filters to let your customers browse chairs, sofas, and tables by size, colour, price range and style, quickly and easily.

Simplify the Checkout Process

Studies have shown that the cart abandonment rate for ecommerce website is almost 70%.  Therefore, you should make it as easy as possible for customers to check out.

We recommend you keep the checkout process to a single page, and only ask customers for relevant information.

Reviews & Social Proof

Research shows that people rely heavily on user-generated reviews, as opposed to self-produced content. So, look to include customer reviews on your website wherever possible.

With furniture especially, people want to be sure that they are buying a quality product, and often look at reviews and social media for confirmation.

4. Set up an Interior Design Blog

An interior design-related blog could be one of your biggest assets. If you write about interesting topics, and choose an eye-catching blog design, you’ll increase the number of potential customers visiting your site, which will further boost your SEO ranking.

Furniture and homeware is driven by trends, so if you can provide your audience with the latest design news and tips you’ll instantly increase engagement. You’ll decrease bounce rate, and be able to influence viewers to keep browsing, which will help you to boost your sales.

You’ll need to update your blog regularly, taking advantage of the latest developments in the industry. Choose relevant topics and make the most of internal links to promote your products.

Here are some blog ideas for your furniture and homeware ecommerce site:

  • How to choose the best bed for you
  • What to consider when buying a new sofa
  • What are the different styles of interior design
  • How to revamp your home on a budget
  • How to keep your sofa clean

If you’re not sure where to start with this, consider writing posts that answer the ‘pain points’ your product is solving for your customer.

Answering these will likely lead to both more website traffic and sales!

5. Utilise Link-Building for your Fashion Ecommerce Site

Once you’ve implemented our suggestions above, you should turn your attention to link building.

One of Google’s most significant ranking factors is the number and quality of links pointing from other sites to yours.

Link building can be tricky, especially in your saturated market.

But there are some simple strategies you can use, even if you don’t have your own blog or content:

backlinks SEO
  • Guest posting: Offer to write content for relevant sites in the furniture and homeware space, in exchange for them including a link to your site.
  • Digital PR: Announcing a new product, or sponsoring a community project can generate news about you while creating positive feedback and brand recognition.
  • Influencer outreach: In 2022, influencer marketing is huge. Look to find influencers who have a similar following to your target audience and have them promote your products. Their followers may not know it, but they can be tempted to redecorate if their favourite influencer is endorsing you.
  • Product reviews and giveaways: Encouraging blogs and media outlets to review your products is a great way to earn trustworthy links to your site.

How About PPC for Ecommerce Furniture and Homeware Brands?

Pay Per Click (PPC) is a tried and tested strategy for furniture and homeware ecommerce brands, thanks to the fact that you can get website traffic a lot more quickly than with SEO.

Many ecommerce retailers choose the Google Shopping campaign type, which features their products in a highly visible box adjacent to the search results.

Despite the benefits of PPC, many retailers find that their cost-per-click is always increasing and prices can spiral, especially if you aren’t using a Google Adwords specialist.

google adwords

Ultimately this is where utilising SEO as a strategy is better in the long term than PPC, as after optimising your site correctly for SEO – the clicks are technically ‘free’.

Confused by SEO for Furniture and Homeware Ecommerce Brands? We Can Help!

Whether you’re running a high-end furniture brand or startup sofa company, gaining visibility for your furniture/homeware brand online isn’t easy, especially when you have a million other things to think about.

Hopefully this ecommerce SEO guide for furniture and homeware brands has been useful, but if you need more help climbing the serach rankings, an ecommerce SEO expert could help you.

If you would like any help with the SEO strategy for your furniture and homeware brand, please get in touch with Search Hog today.


Digital Marketing Blogger at Search Hog

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