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SEO Case Study: How to get a niche business in the top of the search results using relevant high-frequency queries
January 20, 2020
9 min
Promoting a niche business can sometimes be a challenge. When deploying your forces on the SEO battlefield, it’s extremely important not only to conduct an in-depth competitor analysis but carefully define the requests that are the target in your particular niche. Then come internal and external optimisation, and a number of actions required to improve the website’s visibility in order to then taste the fruit of success, bringing your best product to the customers.
Check how we helped a British furniture manufacturer in our new case study, or scroll down to read the story below.
Murdoch Troon Kitchens are a British handmade bespoke kitchen furniture manufacturer based in Louth, Lincolnshire. This family-run business has been creating kitchens from solid pine for generations.
Marketing in this specific niche is peculiar. Promoting goods and services in a narrow segment of the market, it’s extremely important to define the target audience, their preference and the audience’s way of thinking when purchasing online.
Studying this market segment, we decided to discard general search requests like “kitchen”, “kitchen cabinets”, as these are not the target for us. Keywords of this type are either simply informational or attract users who are likely to be interested in the ready-made furniture items from large manufacturers.
Working with the semantic core, it’s important to consider not only the search demand, but the client’s business objectives.
Together with the Murdoch Troon team, we identified the direct competitors that are widely represented online and use the relevant search queries for promotion in the SERP.
An example of relevant search queries in this niche are “stand alone kitchens uk”, “loft kitchen”, “cottage plans with loft and big kitchen”, “loft kitchen design”.
Competitor analysis and a technical audit of the Murdoch Troon website helped to define the flaws and points of growth.
An optimized web-resource indeed increases the chances to get into the top of the search results. But what is also important is that it grants convenience for the users, meaning a high probability they will become loyal to your brand and return with inquiries and orders. In terms of the internal optimization process, we performed the following steps:
Working with content is important not only for promoting a website in organic search results. Relevant content will help increase brand awareness and, in the long run, reduce the CPC.
SEO optimization depends on UX: the former ensures high positions of the website in the search results, the latter takes care of the user’s comfort on the website. When the UX is flawless, the user is able to find the information they need quickly, and as a result, is more likely to place an order.
At the first stages of cooperation, the company had a limited budget for the website promotion. Internal optimization was a priority. So we decided to make the most of Murdoch Troon’s existing Google My Business account.
Why Google My Business?
Our case proves that SEO can significantly increase the visibility of a website in the index even in a very competitive niche within the UK.
Leads coming from the search results helped the Murdoch Troon brand not only to grow sales of a new range of freestanding kitchens, but also boost the number of custom-made freestanding kitchen orders. As a result, in the spring of 2020, the available time of the manufacturer and installation was fully booked till the end of the year (January 2021).
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