Advertising of furniture on social networks. SEO promotion of an online furniture store. Stages of promotion of a furniture store

We are constantly contacted by furniture companies: Ellconte, Directoria-mebel, Mebsalon, Lazurit, furniture studio "City". Each has its own priority direction, for example, Ellconte deals with children's furniture, and Directoria-mebel - office furniture. Each had its own shortcomings. For each client, having studied the features of the company, we found an individual approach and helped each to increase traffic and sales.

Marketing strategy for the online furniture store Directoria

It's all about technical progress. We are surrounded by smart gadgets and get almost all information from the network. Libraries have been replaced by the Internet, gatherings in the courtyard have turned into gatherings in front of a monitor screen, a shopping trip has become a "walk" through the catalog of an online store.

That is why in the modern world, most stores have their own Internet counterpart.

And Directoria, of course, had a website, but it was an empty and uninformative business card website.

Before the start of our work

Here's what we did:

• conducted an audit of the site;
• researched the sites of competitors;
• put together a team of designers (finalizing the design), copywriters (writing selling texts), content managers (developing original and competitive content).

As a result, the site looks like this.

After finalizing the design

After we changed the design, worked out the structure of the pages and established internal linking, the bounce rate decreased by more than 2 times. A bad site turned away visitors - no one lasted more than a minute. Now there is no such problem. It is easy to guess that the percentage of conversion to order has also increased. And the profit directly depends on this!

Output: the appearance of the site initially attracts the client and keeps him on the site. We redesigned the site, leaving the main idea and color palette, but even the elaboration of such small details had a positive effect on the attitude of customers. And on sales, of course.

Lazurit home furniture website promotion

Whoever works in the furniture industry knows about Lazurit. It is the largest furniture sales network in Russia with its own production. After a deep analysis, we decided to modify the site pages to make it more pleasant for the visitor.

White and blue page is suitable only for Dynamo fans

On the Lazurit homepage, the best deals were posted in this form. We renamed the block and changed both its design and the design of the entire site. In addition, we worked on the photographs: they became more realistic, colorful and attractive.

Brightness! Contrast!

Promotion of a furniture store on the Web is in many ways similar to the promotion of any other store. In many ways, but not in all. This topic has its own characteristics that must be taken into account when creating a site and promoting it.

Features of online furniture stores

Online furniture stores have relatively little popularity on the Web. Most people prefer to visit real salons and watch all the products live.

Hence the first and main feature of this niche: people should get as much information as possible about the model they are interested in. Of course, through the screens of monitors, they will not be able to feel the sofa, lie on the bed and understand if the furniture is comfortable. But they should get at least basic information (dimensions, material, manufacturer, appearance from all possible angles, combination with various interiors, etc.).

When promoting furniture sites, it is worth remembering that their task is not only to sell, but also to motivate users to come to an offline store. With the furniture on which a person sits / lies, this is exactly what happens. People don't usually buy this kind of product over the internet. They look at the models, compare prices, read the description, delivery terms and guarantees, and go to the salon for the purchase itself.

How to promote an online furniture store

Promotion to the top of search results is complicated by the fact that it is difficult to bypass competitors who have long established themselves in the market. Often you have to be sophisticated, look for low-frequency hot requests, run non-standard advertising campaigns, reduce prices to a minimum, offer additional services and much more.

It is important not to forget to pay enough attention to the design of the site.

• Nice and modern design.
• Competent online merchandising.
• Availability of high quality photos of furniture (possibly already in the finished interior).
• Registration of product cards.
• Competent construction of a sales funnel.
• Convenient search and site navigation.
• Availability and easy accessibility of all necessary information sections: delivery or pickup conditions, guarantees, quality certificates, legal information, etc.
• Availability of data about the offline store (preferably with a map and directions).

The site is the business card of your salon. It can both interest and alienate the user. And any of its elements can play a key role. If your company provides additional services (for example, custom-made furniture or the implementation of design ideas), information about them should also be available on your website, technological processes and necessary requirements from the customer are described in detail.

Improving competitive ability is also integral to promoting a furniture website. Pricing policy, price-quality ratio, assortment, availability of delivery and assembly services, guarantees - all this should, if not be better, then at least at the level of your main competitors. Otherwise, there can be no question of any high positions.

Georeferencing a resource

When promoting a site, it is worth remembering about georeference. When a resource is tied to a specific city or region, it is easier for it to get to the leading positions in search results. The level of competition is decreasing, and the search engine itself prefers to show the sites of local / local enterprises to companies operating throughout the Russian Federation. It is unlikely that a person will travel to another region to buy a sofa. The maximum is a trip from the region to the regional capital, and only in the absence of local competitors.

Geo-referencing is carried out using the Yandex.Webmaster service and Google Search Console for the respective search engines.

Promotion methods

Now let's briefly go through the main channels and methods of promoting online furniture stores.

1. SEO.

Perhaps, the main method of promotion of furniture sites. Once a quality optimized resource will attract potential customers for years. SEO is a long-term investment. Such promotion is expensive and is carried out in a period from a couple of months to a year or two, depending on the current state and position of the resource. This is a complex method that requires a professional approach. If you're not SEO savvy, it's best to hire a specialist.

If you do not want to struggle for the top places in natural results for a long time, use context. It allows you to get a quick return on investment. Already on the day of the launch of the advertising campaign, people will start coming to your site.

Advertisements will look exactly like search snippets and can be placed in the first and last four places on the SERP. In this case, each click on the advertisement (transition to the site) will cost money. Promotion of a furniture showroom through context will continue as long as you replenish your balance. Otherwise, impressions will stop. In addition, if you do not understand contextual advertising, you will need to additionally spend money on a specialist who will set up and launch an advertising campaign.

3. Social networks.

In the furniture industry, their use is optional, but the presence of an official public page of the company will never be superfluous. SMM (Social Media Marketing) can be used as a tool to increase brand awareness and improve a company's image. Communication with the audience, feedback from real buyers, informing about the holding of promotions - all this will increase the loyalty of old and new customers.

Outcome

We talked about the main features of promoting a furniture store on the Web. Like any other, this niche has its own nuances and "pitfalls", without the knowledge of which it will be impossible to achieve success. Try different channels and strategies, test targeting criteria and ad formats. Don't be afraid to constantly experiment and look for the most effective promotion methods. This is the only way you can overtake the market leaders.

There are quite a few companies offering various high-quality furniture on the Internet. Therefore, trading platforms compete for each client, attracting with original offers and unique opportunities. You can get an advantage among competitors thanks to the promotion of a furniture showroom. For example, you need a kitchen, or a table, or a wardrobe for a bedroom - you can find all this on the Internet by entering the query "buy a wardrobe", wooden tables for the kitchen ", etc.

The peculiarity of furniture search engines can be conditionally divided into 3 groups:

• A request related to a specific type of activity: a furniture store, a salon in the Moscow region.
• Request for the type of furniture itself: buy a kitchen, a wooden table, a metal cabinet.
• Request for the name of the furniture: Children's wardrobe Sofia, kitchen Prestige.

The promotion itself begins with the preparation of the site structure. Functionality is an advantage, and a large number of products with the possibility of convenient ordering are welcome. We need unique texts for each category of furniture, taking into account search engines. It is also worth considering the fact that furniture can be different not only in shape, design, materials, but also in appearance and purpose. For example, for a bedroom, kitchen, living room, hallway, nursery.

• SEO for a furniture showroom and website optimization.
• Promotion in social networks.
• Setting up contextual advertising.
• Regular content updates.

A set of techniques for a furniture salon and regular control will make it possible to obtain results and justify the investment in promotion. The way to promote a furniture site is practically no different from promoting other topics. Our CEO company works with firms in large cities of the Moscow region: Lyubertsy, Mytishchi, Podolsk, Mitino and other cities. We offer a comprehensive promotion of your salon on the Internet and promotion in social networks.

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The production and sale of furniture is a niche with huge competition, therefore, it is impossible for furniture sites to move blindly and not take into account the peculiarities of the subject matter. Let's figure out how to adapt a classic SEO strategy for promoting an online furniture store in order to get results.

Logical structure and directory

It is important to make it as easy as possible for visitors to navigate the site and sort the furniture by purpose, type, manufacturer and other characteristics. Use Yandex.Wordstat to check exactly how people search for your products and create categories on the site for the most popular queries.

An example of a catalog on our client's website - we grouped furniture and home accessories into more than 50 logical categories that are easy to navigate. To choose a sconce, the user does not have to follow a chain like "Lamps" - "For living room" - "Wall": the desired category is immediately in the list.

Another example - we added to the filter the ability to sort sofas by shape, purpose, style, etc. You can open a selection of sofas for a cafe or for a kitchen in two steps.

Important:make sure that when you optimize the furniture site for promotion, duplicate pages do not appear. To do this, do not link product URLs to specific categories, because the same chair can be displayed on the site in the Upholstered Furniture, Living Room Furniture and JNL Furniture sections.

The widest assortment

To expand the selection of furniture and make it easier for visitors to search the site, make more different product cards, where possible. For example, if you have a sofa of the same model in black and beige, let them be 2 separate cards.

What is the meaning of this technique when promoting furniture sites:

• The more relevant pages there are on the site, the more search traffic you get.
• When there are separate cards for each product variant, the filter in the catalog has more options (for example, visitors will be able to sort only beige living room furniture).
• For each card, you can make a linking, add different cross-sale elements ("Similar products", etc.).

Example - kitchen facades of the same series, but in different shades, are presented separately in the catalog of a furniture factory.

Informative product cards

Before buying furniture on the Internet, people want to know as much details as possible, so we pay special attention to product cards when promoting a furniture salon.

Check that the card contains:

• Full name of the product.
• High-quality photo.
• The price is in large print.
• Buy or Postpone button.
• Availability status and production time if the model is made to order.
• Product parameters.
• Desirable - a textual description optimized for commercial keywords (for example, "buy a Carnegie Collection armchair").
• Information about delivery, payment, guarantees.
• Product reviews.

Pages for furniture brands

Since furniture is often searched by manufacturer, we advise you to create separate pages for brands (for example, "Porada furniture") and pages "category + brand" ("Porada sofas", "Porada tables").

Such sections are optimized for brand queries, to which we recommend adding the name of the city. For example, when promoting a furniture website in Moscow, use queries like “buy a chest of drawers Lema Moscow” on category pages, etc.

If you work with a large number of furniture factories, you can collect all links to brand pages in one section of the catalog.

Category + brand pages in the furniture catalog - Chester sofas and Chester armchairs are singled out as separate product groups.

Good visualization

People are not interested in the sofa or table itself, but in how it will be combined with the rest of the furniture and decor in a particular room. Therefore, for the effective promotion of a website for the production of furniture, whenever possible, we show as many live examples for each product.

In what format can this be done:

1. Add photos of furniture in the interior to the site, preferably from different angles.
2. We offer users interactive interior designers.

Visual photos on the website of the manufacturer of luxury kitchens.

Ideally, we add photos of furniture in the interior not only to product cards. For example, this might look like links to furniture categories on the home page.

We at Eureka use the principles described in this article for furniture sites that we promote in the Yandex TOP. Contact us to get the most out of your online furniture store promotion.