First, we needed to understand the appliance consumer, both from a search- and user-behavior perspective. A&D’s digital marketing team performed in-depth keyword research for each retail location to discover how consumers search for appliances online. The team then performed navigation path analyses by device type to determine what content and which pages were most relevant to in-market appliance shoppers.
Based on these findings and discussions with key sales representatives, A&D implemented the following website optimizations to improve organic search rankings:
- Developed store pages for each retail location. All store pages included hours of operation, map and location, sales staff, store video, and content to support targeted geographic phrases.
- Optimized all category and product pages on site. Over 500 appliance pages were uniquely optimized to comply with on-page SEO best practices.
- Applied technical SEO best practices. Rich snippet markup (schema.org), site speed and mobile usability were factored into all SEO recommendations.
- Addressed citation listing consistency issues. The listed name, address, phone number, business description, and store hours were evaluated across third-party citations, and all Google My Business listings were optimized for improved rankings in 3-pack local search results.