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Strategy Sessions: How to do SEO, the simple version for high-end interior brands

Wayne McMaster

4 June 2015

In keeping with one of our values—Simplicity we have a two-step SEO strategy we advise client on:

  1. Write good content
  2. Add good metadata

That's it, in a nutshell.

So let's just unpack that a little further. On-page SEO basics are like the handles on a drawer. If they don't exist its very difficult to get at the contents…

Write Good Content

You must continually remember who you are writing for on your website. You should understand your audiences expectations in arriving at your site when you write. Only use terminology and 'jargon' that is familiar within your sector, the kind of terminology that people in your field will likely to use in their their search. Consider the type of questions someone searching for your products will use. Remember that when someone searches Google for something, they are asking a question. If that question has anything to do with the business you're in, you probably want to be the one answering their question. Google looks at the index for language that matches up with the question's language. Therefore the language you write with ought to match the types of questions people in your sector are asking, or looking for.

Add good metadata

Google loves metadata, even if the rest of us find it an unnecessary 'bind' to add every time you add something new to our website. The devil is in the detail, or more importantly, Google's Googlebots are crawling over this detail, helping Google understand better what the content on your webpage is about. So you need to be fastidious in applying this for every piece of content you add to your site, such as:

Unique Page Title

Long regarded as the most important on-page factor, this title tag ought to be as keyword-relevant as possible and up to 70 characters in length.

Meta Description

If your webpage was an advertisement, then this would be your tagline. The main of this text is to draw the user in, let them know what to expect if they click and convince them with to do so with a strong call to action – like writing a tweet, only with an additional 15 extra characters. 155 characters in total.

Heading tags

These are the various sized heading tags that run through your page. The h1 through to h6 tags. They matter. They are essentially the table of contents for your work.

Friendly URLs

If your CMS supports it, like ours, then using friendly URLs should be descriptive of the content as well

Image Name

The world of high-end interior brands is visually stimulating and it is likely that many of the pages that are published on your site contain images. The first meta-tag to be aware of when saving images is the filename that it is originally saved as for web. Make sure the file name is descriptive. Don't leave your images named as they come off the camera, or mobile phone e.g IMG0115.jpg. You should use words that describe the image within a keyword term. It is likely that you will need more than one word in your description, in which case use hyphens or underscores to keep the words separate, such as upholstered_reposer_sofa.jpg

Alt Tag

The alt tag is a text alternative for the image on your page. The alt tag will be read by screenreaders and other site readers as an alternative to the image itself.


On-page SEO

Everything above forms part of on-page search engine optimisation and can have substantial impact to your google rankings if maintained correctly. If however this has been overlooked or poorly maintained, maybe now is a good time to consider spending time, or money in rectifying the situation, after all on-page SEO is the foundation upon which more advanced SEO can operate from.

SEO for high-end interiors like drawer handles

Image courtesy of

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