Interior product suppliers often operate in both B2B and B2C environments, selling to interior designers, specifiers, developers, architects and retail customers alike. They might be selling a material (paint, fabric), finishing products (tiles, hardwood flooring or wallpaper), furniture (including bespoke joinery), or accessories and home decor products. The most valuable keyword categories are around the business name, which are often PR-led. If a potential customer is searching specifically for your company, their click-through rate is almost 10% higher as they are much less likely to click on your competitors. However, even companies with large press budgets need to pay attention to the business and product terms. For example, you are a lightning company whose name is ABC, and this is your brand term. Depending on your audience, you might want to target the business category ‘lighting store’, ‘lighting manufacturer’ or ‘lighting wholesaler’ with product terms such as ‘pendant lights’, ‘wall lights’ or ‘chandeliers’. When your ideal customer is searching for these terms (whether a designer or a consumer), you want to make sure that a relevant page from your website shows up on the first page - and ideally in the top 3 results. From our experience, interior product suppliers often have enough content on their website to rank. However, some common issues we often see include slow website loading speed (technical SEO) or internal jargon leaking into B2C product pages.

Interior service providers include design and build companies, builders, project managers and other specialist tradesmen, who often target both designers and private customers. Room or product-specific design/manufacture/installation providers (kitchen and bathroom studios, bespoke joinery companies) who are selling custom ‘interior design solutions as a service’ also belong within this category. Many of these providers are a part of interior designers’ ‘little black book’ of contacts who they secretly guard. As a result, interior service providers don’t get as much visibility for their work and recommendations, regardless of the fact that their skillset and experience is essential in bringing interior design to reality. Another issue, particularly with skilled builders and tradesmen, is that the service that they offer is intangible, making it harder to visually demonstrate their capabilities without relying on an interior designer or client images (of varying style and quality).
As services are often geographically limited (due to the fact that the person needs to be physically there to provide the service), local SEO is the cornerstone of a successful search strategy. This is the case even for larger companies with multiple brick-and-mortar locations, each having the potential to rank in the Google Map Pack for the local area. Another common issue we often identify with interior service providers is the lack of dedicated service or location pages.