The Comprehensive Walkthrough Guide To SEO for Kitchen Renovation Contractors
Welcome to our comprehensive guide that will walk you through every step, detail every procedure and train you to use the software necessary to rank your Kitchen Renovation website in Google and the other search engines. But first I want to be honest with you; If you are reading this it is because we want you as a client Unlike every other SEO agency cold calling you and spamming your inbox full promising to get you on the front page of Google. I’m gonna tell you exactly what Kitchen Renovation Marketing does to rank a website in Google and the other search engines We’ve done this for dozens of Kitchen Renovation Companies. I doubt you’ll read all of it, most of our clients don’t even have the time to answer emails So why did I do it? I wanted to prove we are not just another SEO Agency but experts in our craft and specialists in this space So really this post is our pitch – we want you as a digital marketing partner
- Analytics – Tracking the Return On Investment of SEO
- Keyword Targeting
- Competition Analysis
- Website Onsite Optimization
- Local Search Optimization
- High Quality Content For Search Engines
- Offsite SEO – Building High Quality Backlinks
This is the most important part – Marketing efforts are pointless without analytics You will need two tools
- Google Analytics
- Google Webmaster Tools
Set them up now! There are loads of good guides available online and a simple Google search or Youtube will produce all the information you could need, but to save you even more time have a look at the two below: https://www.clickz.com/2016/01/20/an-absolute-beginners-guide-to-setting-up-google-analytics-for-your-website https://blog.kissmetrics.com/beginners-guide-to-google-webmaster-tools/
MEASURING ROI OF A CAMPAIGN
Organic Traffic Analysis – Using Google Analytics Follow the path Audience > Mobile > Overview This organic ranking report tells you: The quantity of visits, Desktop or mobile Bounce rate Goal completion – when setup * If organic traffic is not increasing your SEO strategy is not working Setting Organic Filters in GA New Segment > Organic – Set the filter to organic traffic Remove All Traffic – Leave Organic
Here you can create the content that will be used within the module.
Organic Traffic by Device Set dates and analyze traffic.
Analyzing Organic Impressions + Queries
Tool: Google Webmaster Tools Search Traffic > Search Analytics>Search Queries Impressions show every time your website is displayed in the search engine results There should be a positive trend against time Below the chart are the list of key terms that are being entered for your site to be served in the search engine results – these key terms SHOULD be the ones you are targeting This lets you check that your site is increasingly more visible for one and secondly; that it is visible for the correct key search terms for your business Analyzing SEO through goal completions We need to setup ‘goals’ We have to be a little clever with this In this example when our discovery form is completed the visitor is redirected to a ‘thank you’ page We can therefore fairly assume then that any visitor landing on that page has completed our form, the purpose of our website – this then is our goal
- Admin>view>goals>new goal>goal setup>acquisition>create an account
- “Next step”
- Name the goal in this example “Contact Form” would be apt
- “Next Step”
- Destination>Equals to
- Enter ‘thank-you’ page URL
- For example, www.example.com/thank-you/ type in /thank-you/
- Click “Verify goal” – you should see a conversion %
- “Create Goal”
Now from Google Analytics Behaviour > Site Content > Landing Pages New Segment > Organic Set the filter to organic traffic This will then tell you what pages are receiving the most organic traffic and identify the associated and the goal completions that result from it. Each individual page on your website should be optimized for specific keywords. These conversion rates will identify the most successful key search terms. And demonstrate in black and white the success of your online marketing efforts as these goals ARE leads! So, now what? Calculating the ROI of your SEO campaign Using data from the example above, this is an average client that has just started working with us 2 months ago. Assuming a client spends $2,000 on SEO for the month: Monthly Cost of SEO = $2,000 Monthly ORGANIC Traffic = 729 ORGANIC Leads = 19 ORGANIC Conversion Rate = 0.03% Taken from Google Analytics Input the data into Excel. Then, add leads converted to clients and the total revenue gained (2 clients, $10,000 total). It’s fairly obvious that by simply subtracting the Total Revenue Gained through SEO and subtracting the Total SEO Costs will give us the SEO Net Profit of a campaign. In this case $8,000 But there’s more Here’s whats really valuable: Average revenue for client gained through SEO True conversion rate of your website These 2 numbers help calculate the potential of SEO Average Revenue = Total Revenue / Clients Gained True Conversion Rate = Analytics Conversion Rate * Lead Conversion to Client Rate For my example: 2.61% * 10.53% = 0.27% These numbers in a simple spreadsheet will help us identify the real value in an SEO campaign. Simply changing the amount of traffic (in the blue cell) you can estimate and gauge the impact on your revenue. IMPORTANT: The more traffic, the more revenue. What does this mean for us? The more you put in, the more you get out – The success of your company is in your hands NOTE: Click HERE to download my spreadsheet with calculations done for you!
Before we launch any campaign it is vital the most effective keys search terms are targeted Otherwise, you are just guessing and will waste time and money Let’s have a look at an example ‘Kitchen renovations in Sydney’ Step 1: Create an initial list based on the main service(s) the business offers Example: Kitchen renovations in Sydney, kitchen renovations Sydney Step 2: Then lets head over to Google’s free tool https://adwords.google.com/ko/KeywordPlanner Use your Gmail account to login Select option ‘Search for new keywords using a phrase, website or category” Copy and paste your list into “products or service” click “get ideas” Step 3: The keyword planner will then display a list of Keyword ideas along with their monthly search volume and the competition and suggested bid for advertising through Adwords. Click ‘Download’ to export this data in a spreadsheet Step 4: With exception of ‘Keywords’, ‘Average Monthly’ and ‘Suggested bid’ delete all columns With over 380 results we need to filter out some of the key search terms that aren’t relative to the business. Highlight row 1 ie 1A,1B & 1C Right click>Filter>By cell value Now click the filter icon In the search bar type the businesses main service In this case ‘Kitchen Renovation’ Step Five: Now we will manually filter the results for commercial intent Let me show you another example I’ll add another column and label each term either ‘Info’ or ‘Buy’ Now we can sort the key search terms by ‘intent’ and remove the ‘info’ key search terms When we have done this we can sort by search volume – this will indicate the most important key search term to the campaign and the one we will primarily target We will look into this more later on You will see I have also added up the monthly traffic and suggested bid columns. The two multiplied together shows you the cost you would incur to you were to generate this traffic through Google Adwords. This figure $79,223 would be monthly!
Kitchen Renovations are high-cost services Although not a huge amount of traffic each month, what there is, is fiercely sought after And so it stands to reason this industry will be highly competitive It’s really hard to rank a kitchen renovation business because every intelligent (and successful) business is already heavily investing in SEO It goes without saying then that we will have to better the competition in order to rank and to do that we will have to know what they are doing. Step 1: The Tools: Download 2 free browser plugins; MOZ and Majestic, and install Moz Bar displays its information either across the top of the browser when visiting a website. We also like to extract data using the Ahrefs website, that offers a free trail for new users. Or in the search results themselves The information we want from Majestic is displayed by visiting the site and then clicking on the Majestic icon to give this drop down. So what does this all mean? Very simply speaking these two plugins analyze the backlinks of a website, with backlinks being the largest ranking factor in Google’s algorithm. MOZ Information Page Authority (PA) – “Page Authority is a score (on a 100-point scale) developed by Moz that predicts how well a specific page will rank on search engines. It is based on data from the Mozscape web index and includes link counts, MozRank, MozTrust, and dozens of other factors. It uses a machine learning model to predictively find an algorithm that best correlates with rankings across the thousands of search results that we predict against.” The higher the value, the harder it will be to outrank. Domain Authority (DA) – “Domain Authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines. Use Domain Authority when comparing one site to another or tracking the “strength” of your website over time. We calculate this metric by combining all of our other link metrics—linking root domains, number of total links, MozRank, MozTrust, etc.—into a single score” The higher the value, the harder it will be to outrank. Ahrefs URL Rating (UR) shows the strength of a given URL’s backlink profile. Among all the SEO metrics, UR has the highest correlation with Google rankings, based on a scale between 0-100. Ahrefs has collated many trusted seed sites based on a manual review of the web. This process forms the foundation of Ahrefs domain rating. Sites closely linked to a trusted seed site can see higher scores, whereas sites that may have some questionable links would see a much lower score. The higher the value, the harder it will be to outrank. Ahrefs Domain Rating (DR) shows the strength of a given website’s backlink profile. This metric is useful for link building purposes. As a general rule, backlinks from high-DR websites carry more “link juice”. Domain rating is used in conjunction with “URL Rating”. The higher the value, the harder it will be to outrank. Anchor Text Ratio – The Anchor Text is the clickable text that takes you to another site/URL; forming a hyperlink. For images, anchor text is often defined as the “AltText” of the link. Search engines may use this text to help determine the subject matter of the linked-to information. The more diversified, the harder it will be to outrank. Backlink profile – The indexed backlinks of any site can be located and displayed by Ahrefs. These should be analyzed not only for quality but also for potential opportunities. We will want to analyze the websites linking to our competitor in terms of UR and DR too to gauge the quality of the backlink profile. Here a diagram to illustrate the point better The ‘Main Site’ represents the competitor, the sites linking to it are its direct backlinks that can be found in Majestic/Ahrefs. The tier 2 links, in turn, are the sites linking to the sites that link to the competitor! Please bear in mind THIS IS A VERY SIMPLE VERSION of it, there will be more than 1 Tier 1 link and the number of Tier 2 links will, therefore, be exponential. Step 2: We want to record all this information Make a Spreadsheet with the top competitors who are appearing to for that specific key term search that you will compete with URL DA PA UR DR ANCHOR RATIO BACKLINKS REF DOMAINS Step 3: Search Google for the main keyword Take the top 10 competitors appearing for this search term Now go through and record DA and PA. In turn, also record UR and DR of each site Analyze the anchor text ratio of each site – record GOOD or POOR The anchor text cloud gives percentages of the anchor text the referring domains have used. In case you are wondering Anchor text is the text to which a hyperlink has been attached for example:
These all link to the same to the same page but the text they are anchored to is different Building links with the same keyword will quickly result in a penalty in 2018 so a smart anchor text profile could look something like this:
- Naked URL – http://kitchenrenovationmarketing.com (25%)
- Brand name – Kitchen Renovation Marketing (15%)
- Business owner – Aaron Conway (5%)
- Main keyword – Kitchen Renovation Marketing (5%)
- Other anchor text – Click Here etc (50%)
This example is for the website we looked at above, for the URL; www.paradise-kitchens.com.au The number 1 in the results for ‘Kitchen renovations Sydney’. Step 4: At this point, it will also be wise to check the back-links of your competitor You may be able to gauge the quality through reputation alone ie big newspaper feature etc A good back-link profile will consist of links from sites in the same niche. The UR and DR of each sites back-links will help gauge the quality of the SEO work the competitor has employed and how hard they will be to beat. Clicking the back-links tab at the top of the screen in Ahrefs will produce a list of sites back-linking to your competitor. Good backlinks will be sites form the same industry and will have high URL rating (UR) and domain rating (DR) scores. As you can see Kitchens Paradise site has some good industry relevant links and so may be hard to beat NOTE Another important thing to look for at this each when looking at your competitor’s backlinks is for any opportunity to also earn or buy a link. Click the competing domains in ah refs as shown to investigate. Step 5: We repeat this process for every competitor under the main keyword!
Unfortunately, there is no magic formula that will tell you exactly what we need to do to earn the number 1 place.
From years of experience and testing if we were to take a clients existing website we would in this example look to build more industry relevant links through white hat link building techniques outlined later. The focus would be on earning the highest quality and sustainable backlinks.
WEBSITE ONSITE OPTIMIZATION
It is important to rank well in the search engines but also equally important for the site to be user-friendly. Content should be properly grouped together in a clear URL structure and navigation between similar pages should be easy. It can get a little more complicated depending on the services and locations offered and operated in by your business. For a single service we recommend you to structure as follows: Use an exact match domain (EMD) for example: www.kitchenrenovationssydney.com.au this is beneficial in aid of ranking for the keyword (and slight variations) of kitchen renovations Sydney but, should only be used for single service kitchen renovation services in Sydney as it will reduce the ability for this site to rank for other services From this home page URL use services pages to rank for further sub-niche specific searches For example www.kitchenrenovationsydney.com.au/services And then And then www.kitchenrenovationsydney.com.au/services/bathroomrenovation www.kitchenrenovationsydney.com.au/services/paitingservices Multiple Services Use a branded domain for example: www.paradisekitchens.com.au An EMD of a single aspect of the business will confuse the search engines as to what the website is about. Add a services page before with each service offered this will allow a separate page for each search term. Subpages of each service page can then be added to rank for the sub-niche specific terms as before. Multiple Locations As before we included a services page and folder to build and organize the sub-niche pages, this time we will include regional specific folders. For Example: www.paradisekitchens.com.au/Brisbane/services This basically creates a new website for every location. Duplication penalties are questionable but best not to take the risk and write fresh content for each page in each location. A menu should allow easy navigation between locations. A lot of companies include a menu of locations in the footer
LOCAL SEARCH OPTIMIZATION
Localised results, Google Maps results or “the snack pack”
You will see the snack pack falls beneath the paid results, the organic listings actually appear below this section of the results. In order to appear in this top converting section of Googles served results you’ll need to take some additional action.
Google My Business
The view of a listing from K&B Renovations in Sydney A Google my Business or GMB page is an essential part of local SEO in 2018. It will not only help you appear in the local listings (Snack pack as shown above) but will also help you appear for product and services inquiries in your area. Google my business is a free marketing tool that can directly connect you with customers. It is the highest converting search result listing in the search engine results display. The display of a GMB listing is also very good detailing all your important contact details, business summary and all information is clickable which on a mobile device could be the difference between a sale and a bounced visit You can also post pictures and videos and GMB has a function for past clients to add reviews and potential clients to read them. You need to get your business set up on GMB and ranked in the top 3 – ‘the snack pack’ which unfortunately may even become trickier as Google has now included paid adverts in this already small section Step-by-Step Setup
- Sign up with your Gmail account to Google My Business https://www.google.com/business/
- Enter your renovations address
- Setup a Google + account if you haven’t already got one
- You will need to verify this address in 1 of two way either by a code sent out in the post or by a telephone call
- Enter your business information
No information will be displayed until the address has been verified however you can continue to set up the account in the meantime Enter your business information
- Business summary
- Phone number
- Business category
- Hours of operation
- Address (if you have a physical store)
- Pictures or a virtual tour
All pretty self-explanatory. A few tips though: Business Introduction 1 or 2 sentences with a clear and concise summary of the business. Use keywords but sparingly, like the meta description of a webpage this is for you to sell your service over the competition
- Business Category
This is the information Google uses to suggest your business to a potential client searching for your service. Select them carefully and use more than 1
- Uploading Photos
Again don’t spare the opportunity to post some high-quality images that may sway a potential clients. Include:
- Identify photos. These photos include your profile picture and logo.
- Interior photos. Shots inside your store or business.
- Exterior photos. Shots of your building.
- Photos at work. Pictures that represent what you do.
- Team photos. Pictures of you and your employees.
- Additional photos. Any pictures that don’t fit into the categories above can go here.
Optimising the pictures Pictures can be geotagged using software like Geo setter. The Files should also be renamed to include keywords and location details. A final point here is to consider employing a certified Google photographer for an indoor street view tour of your business. This makes things a lot more personal with a potential client. Reviews These not only help your local listing rank but will display review stars in the organic listing which can again help with conversions. Getting reviews is another topic in and of itself but if you encourage customer feedback and respond to all reviews that’s half the battle. Local Citations / Directories An important part of getting your GMB listed in the local search results is obtaining citations for the local directories in your businesses location. These are sites like Yelp, Yellow Pages, and Four Square. These online directories pair your contact details with the physical location. It’s a long-winded and soul destroying process to manually create these listings and it’s much easier to outsource. Again be diligent when choosing a service supplier, there are many that offer it and you can even find some on Fiverr.com. Word of warning though; bad listings not only harm your listing potential but can be very hard to undo.
HIGH-QUALITY CONTENT FOR SEARCH ENGINES
“Content is king,” they say No doubt about it a good high-quality blog that offers true value to a reader establishes you as an expert When we put content together it is important we work from the Keywords we derived earlier However, this is where the keywords we labeled as ‘Info’ come into play Whereas ‘buy’ key terms should be built into our services or services pages that take a visitor brought to the site with the intent to purchase into your sales funnel. Our blogs should be based around Info key terms Buying intent key terms These key terms will be used throughout the pages ‘onsite SEO’ setup The keyword should ideally appear in the: URL Page Title <H1> Tag Image Title Image Alt Tag Content itself (2-4% word density being optimum) You can check that here http://tools.seobook.com/general/keyword-density/ This one is perhaps slightly under optimized in the content itself but the Meta title and Meta Key terms have been optimized. I’ll use the keywords from my “Kitchen Renovations” as an example. Main KW: Kitchen Renovations Sydney Page URL: www.kitchenrenovationsydney.com.au Page Title: Kitchen Renovations Sydney | Leading Contractor Heading 1: Leading Kitchen Renovation Company in Sydney, New South Wales Image Title: Kitchen renovation company Sydney Image Alt Tag: Kitchen renovation specialist at work in a Sydney home Content: Produce 741-word post on Sydney Kitchen Renovations services. Include 5 – 6 keyword variations in the content of each page. Repeat this on every page for every “Purchase” keyword you’re targeting. Info Keywords Googles some 200+ factor algorithm is headed by social media interaction and backlinks. Both are seen as votes of confidence Both have to be earned in order to be sustainable High-quality links, brand buzz and social shares are needed to get Google’s attention. It is unnatural for someone to share your business landing page equally so as it would be for a website to link to your services page. Google knows this too and if you point a ton of links at your homepage you face getting penalized by Google. It is the ‘Info’ type content that is gonna shared, high-quality content that gives its readers value is what it is gonna linked to. Same as we picked the top traffic generating keywords to be build our services pages we will pick the top ‘Info’ key terms to build our blog posts around. Then we need to build content around a subject that people are actually interested in. Kitchen Renovations are very high-value ticket services Show a potential customer what they are paying for, why you are experts and why they should pick your center over any other.
- Example guide
- Example case study
- Example infographic
Provide as much detail as possible and give free value into an area of your expertise
OFFSITE SEO – BUILDING HIGH-QUALITY BACKLINKS
As discussed previously links are still the number one factor in Google ranking any site It’s not as easy as it used to be though Google ranks sites based on authority and trust. Sites that rank well will not have a single type of link putting at a single page. The process we use now is fairly long winded but will build trust with Google and establish your site as an authority in the niche. Build social media and forum links to blog posts You need to build a buzz around the site Sharing your posts on your own feed is a good place to start Facebook and Twitter ads are also very effective. Facebook particularly so as its targeting can be highly focused and be using a pixel retargeting even more so. Google + communities can be a good place to find niche specific groups. Be careful to slowly build a relationship before posting links to avoid being kicked out of the group though! Simply hit the drop-down menu>communities and search for the key term Reddit is another good place to post content. If a piece is good enough and gets enough likes you will earn genuine organic traffic and even a do follow the link! Quora is another good place to post. Take your time to find a thread related to the content in your blog and you can again gain a lot of organic traffic and shares. To find good opportunities on Reddit and Quora make use of the Google search Engine operator ‘Site:’ Simply put into the search bar ‘site:reddit.com Sydney kitchen renovations’ or ‘site:quora.com Sydney kitchen renovations’ These searches will serve A LOT of results. Now simply click through till you find questions you can answer with your content. Write a high-quality response of 150 – 300 or so words and drop a link at the end. Repeat this process Internal Linking Internal linking helps channel ‘link juice’ from the shared and linked to blog posts It also helps with anchor text diversification White Hat Link Building Resource Pages Are niche and area specific pages listing useful resources and links to them. Get your self-listed in as many of these as possible. Kitchen Renovations inurl:resources Kitchen Renovation intitle:resources Kitchen Renovations “resource pages” Reach out with a nice introductory email about your kitchen renovation business and why you should be included in their list of resources. “Borrowing” Links This goes back to our competitor analysis Where there was an opportunity with one of the sites linking to your competitor reach out to them and arrange a similar agreement as your competitor This evens things out a little between you and your competitor and will reduce the amount of extra work necessary to overtake them How to find them: Search the main keyword Run through each result served with Majestic Then visit each site linking to that and look for an opportunity to get a link to your site from them; which could be through:
- Blog comments
- Guest posting
- Resource pages
- Link roundups
- Buying/renting a link from them – although this heavily frowned upon by Google!
This can be difficult and time-consuming but worth the effort! Guest Posting Probably the best way to build high power and sustainable white hat links in return for a quality piece of content. Use these search engine operators to find opportunities Kitchen Renovators “accepting guest posts” Kitchen Renovators “write for us” Kitchen Renovators “submit guest post” Kitchen Renovators “guest post opportunities” Kitchen Renovators “guest post courtesy of” Kitchen Renovators “guest bloggers wanted” Kitchen Renovators “contributor guidelines” Kitchen Renovators “contribute to our site” Kitchen Renovators “become a guest writer” Make sure this content is well written by yourself, it is absolutely pointless to outsource as from experience it will only be rejected. Local Press (I don’t mean the ‘SEO press releases’ that people have been using for years to syndicate some content around the web that may hit Google News but no one ever sees.) Contacting Local Press directly to arrange a genuine press release is a great way of getting a high-quality link from a high authority and trusted source. Call them directly as emails are usually ignored with regard to press releases and expect to pay upwards of $400. Expensive and hard work, but again well worth it In Closing As I started off by telling you; If you are reading this it is because we want you as a client. SEO is a long process, expensive and hard work It’s also very complicated at times and always changing; a REAL cat and mouse game. When I wrote this all the information is correct but things do change quickly. If you have any questions please feel free to contact us at But I have to be honest; If you are gonna do SEO, do it properly.
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