As a member of the door and window industry, Origin understands that for partners, staying on top of sales, enquiries, showroom appointments, installations, marketing literature, post-installation follow-ups and more is no walk in the park. Putting time aside to focus on your digital marketing activities can easily find its way to the bottom of the to-do list.
However, putting aside as little as 15 minutes a day to enhance your SEO could dramatically boost your ranking and even help you get to page one on Google if you aren’t already there. Spending time on your SEO can bring in more organic traffic to your website, which may lead to more enquiries and more sales. And, because it’s all online, you can monitor and track everything you do, see what your audience are reacting to and tailor your content accordingly. This is something you simply can’t do with traditional marketing activities such as newspaper ads and direct mailers to the same effect.
An effective way to naturally boost your SEO - while also showcasing your products - is to publish case studies on your website under a ‘case studies’ section.
Using good quality images alongside a detailed write-up of your case study not only shows viewers the quality of your product and your installation (and acts as a good review), but also helps search engines understand your website’s credibility.
After getting consent from the homeowner, take pictures of their property and product and ask them questions to get a deeper story for your case study e.g. What attracted you to this product? What was particularly important to you? How have you found the installation process? If you have the capability, then you may consider recording a short video with the homeowner, which you can place on the case study page.
Within your case study, include product details so that readers can better understand what they might like to order themselves. This will also enhance your SEO as Google will pick up on a wide variety of terms related to the doors and windows industry. And, if you don’t have time to write the case study up yourself, then you can always hire a freelancer for typically £10-20 to do it for you, taking into consideration any key terms, header tags and links to relevant pages or articles.
Browse Origin Case Studies to discover how to write SEO-friendly case studies.
Similar to case studies, providing relevant and informative content for your users shows Google that you are a trustworthy website worthy of being viewed. If Google can see that you’re not just self-promoting or advertising, but actually trying to help your users by talking around issues they might want to know about, then you may rank higher on the engine.
By creating content around a whole host of topics relevant to your industry, you’re essentially casting your net wide to capture viewers and get them engaging with your website. And, blog posts are an excellent place to strategically place call-to-actions to get your viewers further engaged with you, for example, ‘download a brochure’.
The type of content that you post on your blog is entirely down to you and your target audience. Origin have found that practical information, including FAQs, Guides and Expert Advice pieces gain the most organic traffic on its Advice Centre, which we determine through Google Analytics. For example, Origin’s Bi-folding Doors FAQs is one of the most visited pages on the Advice Centre, and so we have added call-to-actions throughout the page for any users that may be willing to convert.
Another key part of your website that requires consideration for SEO performance is your product pages. It’s important to consider the user journey throughout your product pages, as well as your SEO. However, you should aim to prioritise the most important content of your page at the top of the page, as this is what Google will scan first. Adding a succinct summary and the product name to the top of your product pages will help search engines understand the structure of your page and the key terms to rank you for.
For the rest of the page, offering a mixture of content from text to images to videos, all the while considering the user journey, acts as a signal of quality content to search engines. A mixture of content demonstrates your effort to communicate effectively with your audience. The text that you do create should be engaging, make use of key terms and avoid being too repetitive. For example, it may seem natural to use the term ‘doors’ several times for a bi-fold doors page - however, if overused, it can actually signal as spam to search engines. So keeping repetition to a minimum is recommended.
Origin recently updated its French Doors page to offer a better user journey and also take into account SEO best practice, ensuring that a good quality summary of the French Doors featured at the top of the page; a variety of imagery was used; text was engaging and relevant; provided links throughout the copy; and encouraged the user to read case studies as they reach the end of the page. When you Google ‘French Doors’, you’ll see that Origin is now ranked third on the first page.
Ensuring each page has effective metadata before publishing your content allows you to make full use of the space allocated, which ultimately encourages users to click on your link instead of any others when it appears on search engines. Metadata also communicates with Google the structure of your page, the key terms you rank for and therefore, where you should be positioned on the page.
Your meta title should be eye catching and quickly tell the user what they can expect to find on your page, and the meta description should do the same, but go into a bit more detail and can even include a call-to-action. For example:
Bi-folding Doors FAQs - Origin Global
Use our FAQs page to find out everything you need to know about bi-fold doors. Got a question? Contact our team today 0808 159 1223
Tools like SEOMOFO Snippet Organizer allows you to enter metadata and see how it will actually appear on Google, so you can ensure you don’t go over the word count (70 characters for the metadata and 156 characters for the meta description).
Adding header tags to your content is crucial in enhancing your SEO, as Google use these headers to understand the structure of your content. Therefore, if you’ve simply put text in bold or capitals to signify a header, then Google won’t pick this up. It needs to be HTML coded as such:
Bi-fold Door FAQs
. By helping search engines understand the structure of your content, you’re helping them understand the context as well as benefiting the user, which is what they ultimately care about.
You can use header tags on any page and it’s recommended to use at least one (there are six in total). Header tags are especially useful for blog posts, when you may wish to delve deeper into a topic and would therefore you H2, H3, H4 etc. So, be sure to check your website as it currently stands with a checker tool like this one and if you notice inconsistencies, then go into your CMS to start making amends.
Using social media isn’t just about likes and emojis - when you use social channels that link to your content, it helps search engines understand that your website is credible. It also helps search engines understand what key terms your website should be ranked for. So, posting regularly on social media with links through to relevant content on your website - and sharing other relevant content - could help boost your SEO performance. And, this is when you blog and case studies come into play because these are the great pieces of content you want to share on your social media channels.
Twitter is an excellent social media channel because it is one of the first channels to get you recognised on Google. So, if you have case study or product images ready to go, then getting these up on Twitter will get them featured on Google images quickly. There is also a great community of door and window professionals on Twitter, as Origin have found, and so it is a good way to build relationships and gain social shares. Facebook is a slightly different social media channel that’s better for targeting homeowners. Other channels such as Houzz, Pinterest and Instagram all help you to reach a wider audience and build up your social media presence and in turn, your SEO performance.