FEATURE rove Your Digital Strategy


alience has been able to identify the tactics that flooring businesses use to perform keting Executive at Salience, outlines these strategies.


Having authoritative content on your website is important in a number of ways. However, primarily, it can help create a sense of expertise, helping people associate you with authority, increasing the likelihood that they’ll purchase from you instead of your competitors.


For example, Carpetright has buying guides, fitting and installation instructions, and maintenance tips for making your purchase stand the test of time.


This content not only keeps the attention on Carpetright but also acts as a means to thicken key categories; Google wants to see you bolstering your categories with helpful, practical content which answers users’ questions.


As well as technical advice, tips on how to design your home and interior are also somewhat related to flooring. If you head over to Carpetright’s inspiration section, you’ll see they’ve picked up on this association as well.


In our experience, inspiration guides and content are an effective way to pick up easy design-based backlinks and to further solidify any authority you have in the marketplace.


Take, for example, Carpetright’s ‘Meet the Experts’ section, which has interior design and flooring tips from experts in the field. It features videos and a wide range of content, presenting Carpetright as the authority in everything flooring.


Survey Power


Throughout the history of SEO, surveys have been used as a unique way to achieve backlinks from impressive websites. Carpetright is using them to their advantage, with some getting 16 referring domains from sites like The Yorkshire Post and The Scotsman.


If you can create something novel and push it out to your audience, you could be on to a winning asset. If you can’t collect enough data, look internally and see if there is any data you already have that can be turned into an asset.


We Wanted to Dive Deeper…


Unfortunately, without access to Carpetright’s Google Analytics and Search Console, we can’t dive deeper into Carpetright and how they’re performing in terms of a UX and conversion point-of-view.


Despite this, a lot can be inferred from a simple frontend analysis, as you can see above. Bear in mind a lot of what we found is based on what we’ve seen work with large household names, such as Dreams, Laura Ashley, and Shake That Weight. So, you can rest assured we know what we’re talking about.


Carpetright has found all the associated topics with flooring and wrote about them in detail. By doing similar, you’ll see many a ranking benefit out of producing guides and increasing the content pool on your site.


twitter.com/TRetailFloors


https://salience.co.uk/contact/ https://salience.co.uk/insight/magazine/how-carpetright-get-371000-visitors-a-month-and-how-you-can-too/


https://salience.co.uk/


You can read the full report from Salience here. www.salience.co.uk


Tomorrow’s Retail Floors | 11


If you’re looking to get a head start online and want help from experts getting big results for the biggest brands, get in touch today for a free audit.


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