Embryo - Kitchen Renovation SEO Analysis

Whether you cook a Michelin star 5 course meal every night or simply pop the kettle on for an easy pot noodle, kitchens are a vital part of any 21st century home. Not only utilised for the storage and preparation of food, kitchens are the hub for many homes where friends and family gather together and socialise, something which they have not always been used for. With high demand for the most stylish, modern kitchen in our homes, there’s no wonder that the market for providers is competitive. I have decided to analyse a selection of kitchen renovators to show if and how they are smashing their online digital presence.

I’ve chosen the following six websites to see which ones are doing well and which ones are performing best, they are: Wren Kitchens, Magnet Kitchens, Howdens, Symphony Group, Harvey Jones, & Dream Doors.

Organic Visibility

Here you can see the visibility of each of the sites checked when people search for terms relating to “Fitted Kitchens” and “Kitchen Suppliers.

Howdens currently has the highest visibility score; they have seen huge growth around August 2022 and steadily increased since. Wren Kitchens has had a steady past 12 months seeing some growth in recent months. In contrast Magnet has seen a slight decline in the past weeks.

Wren Kitchens

Wren Kitchens visibility saw some good growth around August 2022. It has remained fairly constant since then though and has not seen any further growth. It has started to see a slight decline in recent weeks.

Wren Kitchens currently ranks for 53622 keywords. 18% of these keywords are on page 1.

Magnet Kitchens

Magnet Kitchens have experienced fluctuated visibility in the past year, but unfortunately in March 2023, are in a worse position than last year. Hopefully, they manage to pull it back going forward.

Magnet Kitchens rank for 35335 but have 13% on page 1.

Howdens

Howdens are currently dominating the sector; their visibility score is very high in comparison to the other sites. This is a combination of having such a huge keyword reach but also a very large volume of brand searches due to all their brand-building activities. They have seen steady growth over the past 12 months and have experienced an overall increase, having almost doubled their visibility since March 2022.

Howdens? ranks for 136845 keywords and has 23% on page 1.

Symphony Group

Symphony Group is currently in the same position as they were last year. From the graph, it’s evident some months experienced more visibility than others and the results are quite inconsistent. Symphony should identify what they were focusing on in the months with high visibility, and ensure they continue to implement that to grow further going into Q2.

Symphony Group? ranks 6530 keywords and has 32% on page 1

Harvey Jones

In the first 9 months of 2022,?Harvey Jones saw an average increase in visibility but then seemed to drop off going into Q4. The start of 2023 saw a good increase but has again dropped slightly.

Harvey Jones rank for 3816 and have only 17% on page 1

Dream Doors

Dream Doors experienced a steady increase up until June 2022, and have since been very inconsistent experiencing peaks and troughs throughout the remainder of the year.

Dream Doors ?rank for 5429 and have only 14% on page 1.

Organic keywords

The amount of industry-related keywords that each site can be found for is always an interesting set of data that can tell you a lot about the successes and failures of particular brands.

Howdens currently ranks for the most keywords the site ranks for an impressive 130,000 keywords. They are followed by Wren Kitchens who rank for over 50,000 keywords and Magnet Kitchens who rank for roughly 38,000 keywords.

Referring domains

Howdens currently has the most referring domains with just over 3000. Wren Kitchens has just less than 2,500. Magnet has the 3rd highest with just short of 2,000 referring domains.

There is no surprise that these are the three sites performing best. Whilst the other three sites have much fewer domains.

Domain Authority

Following on from referring domains here we can see that Howdens has the strongest domain authority with 73. Wren Kitchens has the second highest with 64. Wren Kitchens has a domain authority of 62.?

Symphony Group, Harvey Jones and Dream Doors all need to focus on increasing their domain authority if they want to see organic visibility growth.

Summary

It’s evident from the above research that the kitchen sector is extremely competitive. Howdens are currently leading the way however as they focus more on trade accounts rather than B2C. They do appear for most of the “kitchen fitters” and “Kitchen Suppliers” keywords. It is hard for the smaller brands to compete, when looking at the industry as a whole as larger, household names like Wickes and B&Q tend to dominate the market.?

I have noticed that Google will also favour one or two smaller local sites on the first page. It is important for these sites to focus on local optimisation if they are going to drive traffic to the site.

I would highly recommend sites to focus on their messy middle content strategy as well as digital PR activity to build authority into their site.

DATA TABLE

Obviously, these are my opinions, given after taking a look at the snapshot data that I have collected. I am sure that if I delved deeper into each piece of information, I would find many more things that would steer my thoughts.