As a home improvement brand, you’ll know how much buying potential Spring cleaning season brings to your business. It’s one of the hottest dates on the home improvement calendar, and in recent years, communities have even taken on a ‘Great British Spring Clean’ at the end of May, which focuses on cleaning up the local community.
You might be thinking, isn’t it a bit early to be thinking about Spring cleaning? Research shows that search volumes for ‘how to Spring clean’ peaked at the end of March 2021, and then again at the beginning of May. Plus, ‘Spring cleaning’ searches are currently at their highest in 30 days and are projected to keep rising!
Which means… there is no better time to ensure your brand is jumping on the hype and maximising your marketing presence.
Spring cleaning, whether done at home or as part of the community, offers people the chance to organise, declutter, store and switch up their environments. To do this, they’ll need your help! Whether you supply storage, paint, tools or furniture, it’s imperative that: your website works with you and not against you.
Here are some tips to ensure your website is fully optimised to convert traffic and elevate your game this Spring cleaning season:
As with any Spring clean, you first need to organise and have a sort-through. For your customers they’re likely going to be sorting through their belongings and organising them to make sure they can access their house and everything in it in the best possible way.
For you, this part of the Spring cleaning process gives you a chance to update and organise your website’s technical SEO to ensure your customers can both find and enjoy your website.
If you want your website to be seen by potential customers, you must ensure you understand and have reacted to the latest SERP updates. Whether it’s Google, Bing or any other search engine, they’re constantly evolving and releasing new guidance on creating websites that will rank well.
Google's primary goal is to give people what they want. Sounds simple, doesn’t it?
What we mean by this is when someone searches for something, Google wants to provide the most reliable, informative and relevant information. As a result, the SERP will be ranked according to how useful your information is to the person searching for something.
To clarify what ‘relevant’ or ‘reliable’ looks like in the eyes of Google, they routinely release new updates and information regarding ranking factors. This is where your Spring cleaning starts.
You need to give your SERP knowledge a refresh. Have there been any major updates since the last time you checked? How will this impact your rankings and visibility? What can you do to ensure your website is still seen by potential and existing customers?
At Reflect Digital, it’s our job to help you move the game on, which is why we’re constantly keeping an eye out for any SERP updates that you need to be aware of. Since the last time you Spring cleaned your website, there are two main Google updates we think you need to understand more about:
MUM - Google’s Multitask Unified Model was announced in 2021 and is going to be on everyone’s minds as we move through 2022. While the update hasn’t been rolled out yet, the best thing you can do during your website’s Spring clean is to get ahead of your competition. If you’re prepared for the update before it rolls out, you will only be positively impacted by it. Plus, if you’re doing what Google wants before it tells you to do it…you’re winning the SERP game!
So what is MUM? In short, the MUM update is the next step in Google’s mission to make search more human. Once rolled out, it will mean that Google is able to understand more than just text on a page; it will be able to understand and rank text, image and video simultaneously!
Is MUM new to you? Don’t worry, our founder and CEO Becky has written a handy guide on understanding Google’s MUM update, including tips on how you can prepare for it.
CWV - Google’s Core Web Vitals update rolled out almost a year ago in May 2021. However, there has been a second part to the update whereby Desktop has spent the first quarter of 2022 rolling out the inclusion of Desktop within their initial CWV update, which previously only focused on Mobile. We believe that this update is so important that we’ve actually dedicated our next Spring cleaning tip to it!
That’s right, Google’s Core Web Vitals update rollout has been so integral to the success of a website’s ability to rank well that we’ve given the update its own section!
As your customers will be clearing out and binning anything that doesn’t bring them joy or is getting in the way, this is your chance to do the same for your website. In this case, you need to put slow page loading speeds in the bin.
The CWV update is all about page speed and is marked against three metrics: Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS).
Don’t worry, it’s easy to test your Core Web Vitals on your website using Google Search Console or Screaming Frog. GSC has its own Core Web Vitals section specifically for testing against CWV metrics. Screaming frog’s SEO Spider (yes, we love the animal theme too!) combines with PageSpeed Insights API to measure your CWV metrics. Both pieces of software will help you identify any pages on your website that need optimising!
Potential issues that could be negatively impacting your CWV scores include but are not limited to:
Find out more about CWVs and how you can say goodbye to slow page loading times in our recent blog on what to consider for Core Web Vitals in 2022.
The next step of any Spring clean is to focus on the cleanup! Once your customers have sorted through, organised and binned unwanted or unnecessary items, they will inevitably need to tidy up their homes. We believe you need to join them in this Spring cleaning step by tidying up your user experience!
User experience is the single most important aspect of any website. Why? If the person using your website is able to easily, quickly, and simply navigate through each page to get to their desired destination, they are more likely to purchase what you’re offering. However, a negative user experience often leads to users terminating their journey on your website early, therefore missing out on key conversions.
We don’t need to explain to you how important a slick user journey is in ensuring a positive user experience. Instead, we’ll let behavioural science do the explaining:
Peak-End Rule is an example of a cognitive bias that affects how people remember their previous experiences. In this instance, it relates to how a user remembers their previous experience of navigating your website.
With Peak-End Rule, the most intense positive and negative moments, as well as the end moment of a user’s experience are weighted heavily in their recollection of an event. As a result, users are much more likely to remember particularly positive or negative experiences of navigating your website.
With this being the case, tidying up your user experience is crucial so that you can identify and change any elements that could create a negative emotion and cause a customer to leave your site early.
So, what can you do to enhance the user experience? Firstly, you need to ensure you understand user intent so you can identify who your audience is and what they’re looking for so that you can adapt your website and content accordingly.
There are a million and one ways to improve user experience, we couldn’t possibly name them all. However, here are a couple of top tips for ensuring a smooth and positive experience for your users:
Sorting through and organising your technical SEO doesn’t end here, we’ve only selected a few of the most important elements to get your Spring cleaning started. You need to prioritise what technical elements will benefit your website the most and optimise them. Want to find out more about the other aspects of technical SEO? Lucky for you, we’re a team of friendly and innovative SEO specialists, so find out more about our technical SEO offerings.
Everyone knows that Spring cleaning season is the ultimate opportunity to give your home a refresh. Whether it’s a full-blown renovation, a lick of paint, new curtains or simply just changing the layout of an existing room, refreshing is an integral part of a Spring clean.
It comes as no surprise that this is also the case for your website. You should be using your dedicated Spring cleaning time to refresh your website’s on-page SEO, from contact information to content!
Our first tip for giving your on-page SEO a refresh is directly related to your customers doing the same thing in their homes. As your customers decide they want to update their bedrooms, living rooms and bathrooms as part of their Spring clean, they’ll be looking for new materials and homeware to help them do so. If you’re using Google My Business, your business information will be the first thing people see on their SERP when coming across your website.
If potential customers come across your website during their search for new products but your contact information is outdated, they won’t be able to get in touch with queries, understand your operating hours and, as a result, be unlikely to use your services. You could be losing revenue, all because you’ve changed your email or have new operating hours.
It couldn’t be more simple to refresh your business information, simply go through your website and ensure all information relating to your business is up to date and correct. Keep an eye out for emails, phone numbers, addresses, staff pages, product offerings, operating hours, policies, company values and anything else that could deter a customer if it’s not up to date.
Similarly, if the rest of your website hasn’t been updated in a while, you could be missing out on opportunities to upsell and give your customers insights on other products.
As part of your on-page SEO Spring clean, you should ensure your internal linking is optimised. If you do so, customers will be able to find other relevant pages on your website, you will be helping to improve the rankings of those pages and this could increase your revenue during the all-important Spring cleaning season.
So, how do you optimise your internal linking? Firstly, you need to review your website’s pages and find any opportunities to add internal links within the content. Try to link to your cornerstone pages, landing pages and contact pages as much as possible. Remember though, you don’t want to draw readers away from the page they’re reading too early as they may not finish reading the blog or looking through the products.
Once you’ve identified new internal linking opportunities, you need to incorporate them into your content using relevant anchor text. To keep it relevant, you should:
Keeping your website updated is the best way to let your customers know how much you care about your business. So, find your Spring cleaning groove and refresh your website’s key information to improve conversions, ranking and customer satisfaction!
In terms of the content on your website, optimising the internal linking and updating the business information isn’t enough if you really want to make the most of Spring cleaning season.
Your page content is your opportunity to connect with your potential customers, engage and inform them, and encourage them to use your services. Whether you’re writing content for a product page or a blog, you need to ensure it fits your tone of voice, is going to grab your reader’s attention, and has all the information they need to continue through their user journey.
Spring cleaning season offers you the opportunity to use your content to drive high numbers of traffic that converts into sales. If you have relevant, captivating blogs relating to Spring cleaning then potential customers are likely to find these pages through their web searches and use your services because of them.
So, how can you create engaging content that converts into Spring cleaning sales?
Your on-page SEO is what potential customers will see when they’re on your website so it needs to make a good impression. If you lead by example and Spring clean your website, you’re bound to skyrocket above your competitors when it comes to leveraging Spring cleaning season!
Want to find out more about how we take a human-first approach to all our content and copywriting? Take a look at what makes our content stand out, and how yours could too.
So, you’ve organised your technical SEO and freshened up your on-page SEO, now it’s time to spruce up your off-page SEO.
The clue is in the title with off-page SEO, this is the work that happens away from your website to give your website more traffic, conversions, authority and all-around hype! As a result, it’s just as important to level up your off-page SEO when
Spring cleaning your website, as it is to elevate your content or improve page loading speed.
There is no better way to leverage Spring cleaning season than to run a PR campaign! Digital PR campaigns are multi-faceted which means they’re effective for more than one reason.
In terms of brand awareness, running a PR campaign ahead of Spring cleaning season will get your brand out there and in the minds of potential customers. Whether the campaign is website, radio, podcast, or social media-based, it’s bound to lead to high numbers of traffic!
This is similar to traditional PR campaigns, but what makes digital PR stand out for leveraging Spring cleaning season is the backlinks it produces. If you run a PR campaign and a website publishes your campaign on their website and links to your website, you will be given a backlink. In the eyes of Google, a backlink is like a vote of confidence in your website, therefore the page that’s linked to is more likely to rank highly on the SERP. If the backlink is given from a high-authority domain, such as a national press outlet or well-known industry website, the backlink will carry more weight with it, which is why it’s always a good idea to target high-authority websites.
So, how do you create an engaging digital PR campaign that will convert customers and raise the number of backlinks your website has?
At Reflect Digital, we’re dedicated to getting you game-changing coverage that will increase both brand awareness and backlinks. Find out more about our digital PR expertise.
So there you have it…our guide to preparing your home improvement brand’s website for Spring cleaning season. That was rather fun, wasn’t it?
As firm believers of leading by example, we want you to Spring clean your website’s SEO so that your customers will come to you for all their Spring cleaning needs. We have taken you on a whistlestop tour through technical SEO, on-page SEO and off-page SEO. From improving your CWV score and fixing redirect chains, to updating your business information and coming up with relevant blog topics for Spring cleaning season, to creating a relevant digital PR campaign to gain backlinks, we’ve given you everything you need to get a head start on leveraging Spring cleaning season!
The best part? Optimising your website will have a positive impact on your rankings, traffic and conversions in general, not just for Spring cleaning season. If you follow this guide and regularly refer back to it during other parts of the year, you’ll stay on top of the home improvement game all year round.
Now I’m off to organise my wardrobe and choose a new wallpaper for my home office…Happy Spring cleaning!
Wordsmith Morgan joined the Reflect Digital team fresh out of University and is learning about the world of digital marketing while supporting the SEO team with highly engaging content. With a background in website administration and social media, she also brings a broader perspective to her clients.More about Morgan