IKEA's SEO STRATEGY
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IKEA launched a website called "Retail Therapy" that matched relationship problems commonly searched online to IKEA products that could potentially solve those problems. Product names were creatively changed to incorporate search terms. This improved IKEA's search engine ranking for a wide range of queries. The campaign generated buzz and linked users to IKEA's main website for purchases. It demonstrated how a creative SEO strategy using consumer language can drive traffic and awareness.
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IKEA's SEO STRATEGY
- 1. IKEA’S SEO STRATEGY – HOW IT DELIVERED CUSTOMER VALUE THROUGH USE OF HUMOUR Prof Venkatesh Ganapathy Associate Professor (Marketing) Presidency Business School April 19th 2020
- 3. IKEA’S RETAIL THERAPY CAMPAIGN • Creative and disruptive search strategy • Campaign was featured in multiple international news media • Improvement in SERP ranking
- 4. SEO - Challenges • Tough to feature on the first page of SERP • How to be on top of the search results • Increased competition for keywords – content can slip down the SERP • IKEA – chose to think out-of-the-box
- 5. How were these challenges be overcome? • IKEA launched a website – Retail Therapy • Website featured some of their typical products, but with a bit of a twist. • Developed by Åkestam Holst, a Swedish advertising agency
- 6. Creative SEO-focused strategy • Promote some of IKEA’s product • Solve customer’s relationship problems
- 7. The effort • The Swedish advertising agency looked at common Google search queries related to relationship problems in Sweden • IKEA then changed the names of their products to match frequently googled relationship problems.
- 8. What did the website offer? • The Retail Therapy website then beautifully paired each relationship problem with the product that hopefully provides the solution. • A Google search on “My Partner Snores” would show a daybed for one. • A frying pan was named “How to Stay Married” * The “Ate too many Swedish meatballs” bike.
- 9. The key issue • How to incorporate an SEO perspective into product naming – while bringing a smile on people’s faces.
- 10. The Customer Journey • IKEA gave catchy, SEO-friendly names to more than 100 products on the Retail Therapy website, which looked similar to the IKEA website. • The Retail Therapy website then linked through to the IKEA website allowing consumers to purchase the product through an easy, seamless purchase consumer journey.
- 12. RESULTS • Better customer engagement • Lot of buzz online • Campaign shared on social media platforms • IKEA successfully improved their SERP ranking and increased visibility in an even broader range of organic searches on Google and other search engines.
- 13. LESSONS FROM THE CASE • A creative and innovative SEO strategy can help organization drive traffic to their website • Gain visibility and increase awareness. • Thinking as a consumer and using consumer language is key. • There may be interesting opportunities for marketers to think about the problems their products solve when developing product names instead of simply describing the product itself. • High quality content has no substitute in digital world • Relevance and humor - played a crucial role in the campaign’s success.