When starting the business several years ago, any mention of an enterprise on the Internet was an innovative activity. Even underdeveloped websites already looked modern, but few companies and consumers appreciated the value of the web. Now having a website is essential. For several years, the race for the highest positions in TOP10 results in the most popular search engine – Google has been going on. Currently, among the billions of websites on the web, everyone wants to stand out and be on the first page in search results when asked by a user.

SEO a company website consists of many factors, stages and optimization activities performed on the website and beyond. This process requires an individual strategy, constant analysis of variables and adaptation of optimization activities to the current guidelines.

How does the Google search engine work?

By entering a query in the Google search engine, you get from thousands to millions of websites that potentially contain information relevant to you. It is Google that decides what it displays in the search results, but everyone can help with this by positioning their company page.

Indexing
Google uses crawlers to organize information from websites. They analyze websites, open the links they contain and collect and send data about these websites to Google servers. The systems scan the content of the page and the information obtained is registered in the search index.

Algorithms
Google’s ranking systems analyze billions of websites thanks to algorithms. After entering a query into the search engine window, you get certain results – however, many factors affect the display of certain pages, including:
– content of the inquiry,
– the relevance of the page,
– source value,
– user locations,
– as well as about 200 other ranking factors.

Google’s mission is to organize the world’s information in such a way that it becomes widely available and useful for everyone. Hundreds of new websites are published on the web every second. Google handles billions of queries annually. In the maze of this information, the company, as it emphasizes, tries to protect the search results from dishonest companies and spammers who try to bypass individual systems and algorithms. On the other hand, however, they try to help business owners succeed by providing a variety of SEO tools and tips.

Goals of website SEO in the Google search engine

For many years, Google has been in the first place in the ranking of the popularity of search engines in the world. Therefore, the positioning of the company’s website on Google is decided by business owners who want to increase the visibility of the website in search results and are aware of how many benefits this can bring:
– increasing traffic on the website,
– more conversions (e.g. purchases or registrations),
– brand recognition,
– building awareness among consumers,
– creating the image of an expert and market leader.

Therefore, the website positioning process focuses on both sales and image goals. It is worth emphasizing that online activities also translate into reality and life outside the Internet. For example: a properly positioned website of a restaurant may be displayed to the user on the query: “Boston restaurant” in the first place in Google. A virtual user, even without going to this website, decides to trust the search engine and goes to this restaurant, turning from a user into a real customer. Such positioning effects, although impossible to measure, emphasize the essence of the entire process and confirm that it is worth investing in SEO and promoting the company on the Internet.

A multi-stage process of website SEO

The activities related to the optimization of the website in terms of search results (called Search Engine Optimization – SEO) include the optimization of the content, structure and code of the website. Positioning, apart from the aforementioned SEO, also includes activities in the field of content marketing, link profile building and web analytics.

The process consists of a series of works on the website, which are used to prepare the website for cooperation with the previously mentioned Google robots.

Website audit
The first step in the SEO process should be a website SEO audit. The verification and analysis should apply to both the technical side and the content available on the website. Information relating to organic traffic on individual subpages can be collected using Google Search Console and Google Analytics.

Based on the audit, a website positioning strategy is created. The most important thing is to be aware of the company’s business and marketing goals while working together, not forgetting the rules prevailing in the SEO world.

Key words or phrases
Another of the initial stages of website positioning on the web is the selection of appropriate keywords and phrases. The phrases are selected, after entering which in the search engine window, the positioned website would appear in the results. Words or phrases must be consistent with the nature of the company and the expectations of Internet users who are looking for information about products, services or issues that interest them.

Company website optimization

One of the key elements of positioning is website optimization, i.e. SEO. At this stage, the following occurs:
– domain link profile verification,
– developing content to be completed on the website,
– indexation of the page in the search engine,
– optimization of headers and metadata or execution of appropriate redirects,
– improvement of technical elements within the website (such as finding and removing broken subpages, using the 404 error in a positive way, optimizing the size of graphic files loading the page, etc.).

Verification and development of content for a website is an extremely important process – it is necessary to identify whether the website has internal duplicates and whether such duplicates do not appear on other websites. You should also verify that the content available on the website is unique and properly saturated with key phrases. It is therefore important to create or edit the content on the home page, product and category descriptions, and build valuable content. It is not only texts, but also graphics and photos. In cooperation with marketing specialists, you can optimize a website in such a way that it is valuable not only for Google robots, but above all for users and potential customers of a given company. Both Google’s guidelines and the usability and appearance of the website are taken into account.

An equally important element is the aforementioned optimization of headers and meta data (title and description) both on the main page and on individual subpages. Their proper use allows Google robots to find a given subpage and analyze the data contained therein. Meta title and meta description are displayed in the search results, showing users the topic and content of the page.

However, many technical aspects, such as the optimization of ALT attributes or HTTP headers, are invisible from the user’s perspective. It may also take into account, inter alia:
– page loading speed,
– responsiveness,
– redirects,
– SSL certificate,
– website code.

The work then focuses on improving the internal linking structure, which is one of the highly regarded SEO practices. This properly performed optimization stage helps to direct the attention of Google robots to the most important content on the page.

SEO the company website – one timer or a marathon?

Looking at the above-mentioned components of website positioning, SEO cannot or should not be a one-time action. If the work is to bring the intended results, it requires thorough analysis, diligently carried out activities and constant monitoring of the effects. Google guidelines, algorithms, the system and even the market are changing so dynamically that in order to stay in the position you have earned, you have to work on it all the time. Time is needed for proper indexing, planning and creating content, as well as building a link profile.

Google offers many business owners many opportunities to grow their businesses. It provides tools that make promoting your own business even more effective.

Google My Business

For example, a company’s showcase in Google Maps supports local positioning, improves the website’s visibility in search results and confirms the credibility of a given company. It is a free tool thanks to which you can inform the user about the days and hours of the company’s opening, as well as indicate the physical address and the company’s website.

Online advertising is a huge support for the conducted marketing activities. Positioning the company website is one of the most powerful advertising tools which, if used properly, can guarantee great success for almost any company.

SEO – the basis for advertising a furniture store

It is impossible to hide – nowadays, in many furniture stores you can find very similar or even the same goods at very similar prices. Even if you propose something unusual, it will be very difficult for you to break your offer among a huge number of products and sellers. How do customers find furniture stores? Often via Google. Sometimes they search on the basis of very general terms (eg “Los Angeles furniture store”), other times more precisely (eg “modern New York furniture”, “Boston-sized kitchen furniture” or even “eared armchair with a footrest”). Usually they click on the first few search results, rarely (only about 25% of the time) looking at their second page. Therefore, a high position in Google results is something every seller should strive for!

This is what website positioning is all about. It is a set of activities aimed at improving the visibility of the website on the Internet. Positioning is carried out on the basis of a well-defined list of keywords and a carefully developed strategy. These words should be skillfully placed in the content of the page, its meta tags and attributes. It is also worth making sure that links to it from other websites, preferably reputable and thematically related to it, are directed to it.

Keywords (phrases, queries) should be selected in a specific way. Although the company’s main goal may be to be in the first place in the search results for the phrase “New York furniture”, positioning your site only for this phrase will not bring you tangible results. Long tail keywords work much better, i.e. detailed, several-word queries similar to those mentioned above. They are much less searched, but at the same time much less competitive. This in turn means that it is easier to get to the top of the results. The positioning strategy for long tail phrases has one more benefit. They are entered in the search engine mainly by people determined to buy, including those looking for specific products. Therefore, if you can offer them a favorable offer, there is a high probability that they will take advantage of it.

It is best to hire specialists to conduct positioning. You can create a new position in the company or decide to work with an agency. It is worth remembering that the latter solution is usually much cheaper. However, it is important to carry out all activities systematically and thoughtfully – positioning is definitely not something that can be done “by the way”, especially in a serious company. How to make your website more visible? It is a combination of different types of activities. However, an important role here is played, among others, by content marketing, i.e. content marketing. The website of a furniture store is an ideal place to run a blog about interior design, trends, popular materials and their properties, arrangement styles and other related topics. It is quite easy to smuggle in many keywords in published articles, which affects the position of the page in the search results. One should only make sure that the website does not contain duplicate content, which will disqualify it in the race for good visibility on Google. In order for the advertising of a furniture store to be even more effective with this method, it is worth keeping your finger on the pulse when it comes to the latest trends and topics that interest customers. Thanks to a variety of online tools (including, for example, the free Google Trends service), you can check which topics and terms are most frequently searched for.

In addition, the very structure of the website is of great importance for positioning, so it should be constantly optimized, including in the field of code order, structure, appearance and content. You should also not forget about the exhaustive descriptions of categories and product descriptions in the online store (if any) and internal (between individual subpages of the website) and external linking.

SEO for a furniture store – why is it worth it?

Taking care of SEO should be a priority for every store and company that cares about a good image and attracting new customers. Positioning also plays an important role in advertising a furniture store. It is worth taking care of seriously mainly due to:
– the ability to reach customers looking for specific information and products,
– increasing brand recognition and prestige, which can be extremely important in the marketing of a furniture store,
– long-term effects – a well-positioned website helps to constantly acquire new customers,
– side effects in the form of a well-structured, optimized and user-friendly website and valuable content on the website and company blog.

Thanks to positioning, you will build a strong brand and reach your potential customers. It is now a primary marketing tool and a foundation for other activities that we will discuss below.

Google Ads – effective advertising of a furniture store on the Internet

Google Ads is another good solution for advertising a furniture store. The platform offers a number of paid promotion opportunities that are useful for both stationary and online activities. What tools can be used?

Google text ad (sponsored links)
Ads that appear just above or in between and look very similar to organic search results are sponsored links. Placing such a link in the search engine costs nothing in itself. However, you will pay for each redirection to the store’s website – i.e. for clicking the link. This is called Pay Per Click (PPC) settlement. The price of a single click varies greatly – it depends on the competitiveness of the keyword, i.e. how many people want to advertise within a given query, but also on e.g. your ad quality score. The advantage of a text ad is the possibility of obtaining immediate results comparable to those provided by careful positioning.

Product Listing Ads
Sometimes, ads for specific products along with a photo, name and price also appear in the search results. This is called Product Listing Ads (PLA). It is worth using them to promote specific goods from the offer. In this case, you also pay in the PPC settlement, and the customer redirected to the store often makes a purchase, which is why PLA campaigns can be very beneficial. In fact, it is currently the fastest growing advertising channel for online stores.

Graphic ad (display, banner)
When browsing various websites and websites, you often come across graphic ads, often related to your interests or previous Google queries? This is the banner campaign. Advertising of a furniture store conducted in this way may prove useful in the context of building brand recognition. Campaign settings allow you to refine the target audience of your content, which increases its effectiveness.

Remarketing
Remarketing is similar banners targeted at those who have already visited the store. Depending on the selected settings, they can show up to former customers or only to those who have not made a purchase. If you run an online store, you can use dynamic banners. Then, the recipients of the advertisements will be shown previously viewed products or other similar products (e.g. from the same category).

Google Ads in advertising for a furniture store – why is it worth it?

Google Ads is used by both novices and the greatest representatives of the industry – including those who managed to achieve the highest positions in search results. Why? Because it just pays off. In addition, advertising for a furniture store with Google is:
– several types of campaigns,
– immediate results,
– the ability to reach a well-defined target group and customers looking for specific products,
– favorable settlement model – Pay Per Click,
– the ability to analyze the effectiveness of the campaign thanks to statistics and conversion path tracking.

These types of campaigns can produce really good results. Condition? Consistent and skillful actions. Therefore, advertising for a furniture store via Google should be supervised by professionals.

Advertising of a furniture store via Facebook Ads

Facebook is a very important medium, but still remains underestimated by some companies. Your competition is definitely there, so it is definitely worth joining. Importantly, users often look there for information that is relevant to them. The company profile on the platform is a tool for communicating with customers and a determinant of its authenticity, so it is certainly not worth giving up.

Your own Facebook page can be used to publish news, present specific products and collect opinions or suggestions directly from customers. In addition, it enables paid advertising of a furniture store. You can use it to direct users directly to the store or to your fanpage, as well as gain new “fans”. There are many possibilities, also in terms of targeting. Thanks to this, promotional content can go exactly where you want.

Facebook Ads for a furniture store – why is it worth it?

Facebook Ads allows you to reach millions of potential customers. It is perfect for advertising a furniture store, as well as many other types of business, mainly due to:
– several campaign formats,
– affordable prices and no minimum budget for advertisers,
– the possibility of precise targeting, i.e. reaching a specific target group,
– various billing methods – e.g. for clicks or impressions,
– the possibility of creating the company’s image.

Facebook ads can be very effective, especially when done wisely. In addition, being on the platform will be useful for establishing and maintaining relationships with customers and increasing brand awareness.