In today’s digital age, kitchen and bath fabricators need more than just stunning countertops to stand out—they need a smart SEO strategy. Make sure you're at the top of the search results with these proven SEO tactics. #SEOtips #CountertopExperts #DigitalMarketing #KitchenAndBath #SearchOptimization
As a kitchen or bath countertop fabricator, you’re an expert at crafting stunning, functional surfaces that transform spaces. But what if potential customers aren’t finding your beautiful work online? In the competitive world of home renovations, SEO (Search Engine Optimization) can be the difference between being the go-to business for countertops and faucets or getting overshadowed by your competition.
SEO isn’t just for tech giants or large corporations—every business, including medium-sized fabricators, can and should optimize their online presence. The goal is simple: to ensure customers searching for your services can find you before they find your competitors. In this guide, we’ll dive into the best SEO practices for fabricators, from optimizing for mobile and desktop searches to using high-quality visual content to engage users. And don’t worry; we’ll throw in some humour to make this technical process a little more enjoyable!
Let’s get started before your competitors steal all the customers searching for “best quartz countertops near me.”
1. Start with Smart Keyword Research
Keywords are the backbone of SEO. If customers can’t find your business when they type “granite countertops in Toronto, Hamilton, Kitchener, or Waterloo),” then your SEO game needs an upgrade. But keyword research goes beyond just “granite countertops”—you need to understand your audience’s search habits and tap into long-tail keywords and local search terms.
The Power of Long-Tail Keywords
Long-tail keywords are phrases that are more specific, like “affordable marble countertops for small kitchens” instead of just “marble countertops.” Sure, these specific terms get fewer searches, but those who type them are likely closer to making a purchase. They know exactly what they’re looking for, and you should position yourself as the business ready to meet their needs.
Geo-Targeting Keywords
For fabricators, geo-targeting is crucial. Your customers are often local, so make sure you’re ranking for local searches. Include city names in your keywords like “custom quartz countertops in Houston” or “best kitchen countertops near me.” Research shows that 46% of all Google searches are seeking local information, and 72% of consumers who perform a local search visit a store within five miles. You want your business to be front and center when someone searches for kitchen or bath remodelling in your area.
Optimize for Voice Search
Voice search is becoming more popular as users get used to asking Siri, Alexa, or Google Assistant questions. Optimize your content for conversational queries, such as “What’s the best material for kitchen countertops?” Voice search queries tend to be longer and more conversational, so be sure to include these natural-sounding phrases in your content.
Quick Tip:
Use tools like Google Keyword Planner, Ubersuggest, or AnswerThePublic to find the best long-tail and geo-targeted keywords for your business.
2. Mobile vs. Desktop SEO: It’s Not One Size Fits All
You’ve likely noticed a difference in search results when you Google something on your phone versus your desktop. That’s because mobile and desktop searches are treated differently by Google, and as a fabricator, you need to optimize for both. Here’s why.
The Rise of Mobile Search
Mobile search has taken over, and more than 60% of all Google searches now come from mobile devices. This shift means that your website must perform well on mobile, or you risk losing customers. Google also now prioritizes mobile-first indexing, meaning the mobile version of your site is the primary version considered for rankings.
But that’s not all—there are key differences between mobile and desktop searches:
Simplified URLs: Mobile search results show shorter, simplified URLs, often only displaying the domain name or a breadcrumb format.
Shorter Meta Descriptions: Because of the smaller screen, mobile meta descriptions are often truncated, so your message must be concise.
Local Intent: Mobile searches tend to have a stronger focus on local results, which is why you’ll often see the local map pack and Google My Business listings at the top.
In contrast, desktop searches tend to be more research-oriented. People have more screen space, so they can dive into longer articles or browse multiple tabs. The click-through rates (CTR) on desktop are often higher, especially for positions at the top of the search results.
Understanding Click-Through Rates
CTR is a key metric for SEO success. According to a 2023 report by Advanced Web Ranking, the CTR for the #1 position on desktop is a whopping 39.8%, whereas the #1 mobile result only garners a 28.36% CTR. As users scroll down, the gap widens even more. This means that ranking high on desktop search results can drive more traffic to your site, but ignoring mobile optimization could still cost you, given the volume of mobile searches.
Key Takeaway:
You need to be just as serious about optimizing for mobile as you are for desktop. Fast-loading pages, mobile-friendly designs, and ensuring that your content fits smaller screens are critical for capturing mobile traffic. Don’t let a poor mobile experience drive potential customers away!
3. Visual Content: Your Secret Weapon
If you’re a fabricator, your products are inherently visual, which is a huge SEO advantage. People want to see what their future countertops will look like. This means you should leverage high-quality images and videos to attract visitors and keep them on your site longer.
Optimize Your Images for SEO
Beautiful images are only part of the equation. You need to optimize them for SEO to ensure they contribute to your ranking.
Alt Text: Search engines can’t “see” images like humans can. That’s where alt text comes in. Alt text describes what’s in the image and should include relevant keywords. For example, instead of naming an image “IMG_3456.jpg,” use something descriptive like “white-marble-kitchen-countertop.jpg.”
File Size: Large image files can slow down your site, which hurts both your desktop and mobile rankings. Use tools like TinyPNG to compress your images without sacrificing quality.
Image Sitemaps: Create an image sitemap to help Google index all the visuals on your site. This can boost your visibility, especially if your product images are a key selling point.
Use Video Content to Stand Out
Video is another powerful tool in your SEO toolkit. Videos showcasing your fabrication process, explaining the differences between countertop materials, or giving virtual tours of completed projects can engage users and increase the time they spend on your site. This extended dwell time is a positive ranking signal for Google. Consider adding instructional videos or even customer testimonials to further enhance your content.
Pro Tip:
Create a dedicated gallery page showcasing your products with high-quality images and descriptions. Make sure each image is optimized with SEO-friendly filenames and alt text to improve your ranking.
4. Local SEO: Think Global, Act Local
As a fabricator, much of your business comes from local customers. People searching for “custom countertops near me” are often ready to make a purchase, so you want to make sure your business appears in those search results. That’s where local SEO comes into play.
Google My Business
Claiming and optimizing your Google My Business (GMB) listing is one of the easiest ways to boost your local SEO. Ensure all your information—address, phone number, hours of operation—is accurate and up to date. Add plenty of photos of your products, and encourage satisfied customers to leave reviews. Businesses with positive reviews are 270% more likely to convert compared to those without.
Localized Content
Create blog posts or landing pages that focus on your local area. For example, write about “The Best Granite Countertops for Hamilton Homes” or “Choosing the Right Countertop for Your Waterloo Kitchen.” This will help Google associate your business with specific regions and boost your rankings for local searches.
Quick Tip:
Citations—mentions of your business on other websites like Yelp or industry directories—are also crucial for local SEO. Make sure your business name, address, and phone number (NAP) are consistent across all platforms to avoid confusion.
5. Content Is (Still) King
It’s a phrase you’ve probably heard a hundred times, but it’s true: content is king. Google prioritizes high-quality, informative content that answers users’ questions and keeps them on your site longer. If your website is just a list of products and prices, you’re missing out on a major opportunity to engage customers and boost your SEO.
Build Helpful Content
Think about the questions your customers frequently ask. Turn those FAQs into blog posts or articles. Topics could include “How to Choose Between Quartz and Granite Countertops” or “The Pros and Cons of Marble for Kitchen Islands.” By providing valuable information, you build trust with potential customers and increase your chances of ranking for those search queries.
Use Internal Links
Internal linking helps Google understand the structure of your site and keeps visitors exploring more pages. For instance, if you have a blog post about “The Benefits of Quartz Countertops,” link it to your product page featuring quartz countertops. This helps with SEO and keeps users engaged.
Keep It Fresh
Google likes fresh content. Update your blog regularly and consider repurposing older content with new statistics, images, or insights. Sites that update their content regularly are more likely to maintain or improve their rankings.
6. Backlinks: Still Important, Still Necessary
While content is king, backlinks are still one of the most important factors in SEO. Backlinks are links to your site from other reputable websites, and they act as votes of confidence. The more high-quality backlinks you have, the more Google will trust your site.
How to Get Backlinks:
Collaborate with Contractors and Designers: Reach out to contractors or designers you’ve worked with. Ask if they’d be willing to link to your website in their portfolio or blog.
Guest Blogging: Offer to write guest posts for home renovation blogs or design websites. In return, you can include a link back to your site.
Create Shareable Content: Infographics, how-to guides, and industry reports are great pieces of content that others may want to link to.
7. Track and Adjust with SEO Tools
SEO is an ongoing process, not a one-and-done deal. Use tools like Google Analytics and Google Search Console to track how your site is performing. Keep an eye on your keyword rankings, traffic sources, and user behavior to see what’s working and what isn’t. Regularly reviewing and tweaking your SEO strategy is key to staying ahead of the competition.
By implementing these SEO tactics, kitchen and bath fabricators can ensure that their beautiful countertops and faucets don’t just look good—they get found online too. Whether you’re aiming to boost your local visibility, optimize for mobile users, or climb the search rankings, focusing on the right SEO strategies will help you bring in more customers and keep your competitors from stealing the spotlight (and the business).
Remember, even the best countertop needs a sturdy foundation, and for your business, that foundation starts with SEO.
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This blog is not meant to provide specific advice or opinions regarding the topic(s)
discussed above. Should you have a question about your specific situation, please
discuss it with your CWC marketing advisor.
Crankworks Creative Inc. is a full-service marketing and advertising firm in the Greater Waterloo Area. We primarily service all of Ontario and the rest of Canada, the US and Australia virtually. Our team provides marketing audits and reviews, brand equity assessments, and tactical marketing and advertising support for both traditional and digital media. We provide specialized services and expertise for the Construction, Industrial/Commercial Building, General Contractors, Subcontractors, Procurement professionals, Facilities Management, Manufacturers, Suppliers, Allied services, and general advisory services.
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