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To launch the most useful kitchens website in the world, IKEA needed to focus on content rather than the e-Commerce aspects of the site. By creating a search engine friendly and content-rich portal IKEA has become a respected authority in kitchens. Here, Chris Pullon, Content Manager at MediaCom describes the project.
What was the problem that IKEA faced?
IKEA was not perceived as an authority in kitchens, either by the public or by search engines. The result was that IKEA had little visibility in natural search listings so had to pay for paid search listings to generate traffic.
With an ever-increasing volume of sales delivered via search, either from direct online sales or encouraging visits to store, it was essential that this problem be addressed.
What was the insight that helped us find a solution?
We’ve proved that higher rankings in search engine results pages (SERPs) drives down paid search cost and boosts site visits using econometric modelling for our finance clients.
The traditional solution to this problem would have simply been to increase PPC budget to dominate the top 3 positions in search rankings. However, this is only a short term-remedy and wouldn’t solve the bigger issue of positioning IKEA kitchens high within natural search results. Achieving this would help IKEA to reduce the need for continual investment into paid search and build its brand as a credible, reliable source of original kitchen advice and content.
By analysing the search landscape we identified that the major search engines favour content sites over e-commerce sites. This was a key step as it presented us with a clear vision – to create a content-rich site built around a strong search engine friendly infrastructure.
After conducting research, channelled through a series of workshops with IKEA and their other agencies, we decided that the site should not be a platform to sell to consumers. There was a noticeable gap in the market for a site that offers high-quality, useful content enhanced by the expert knowledge of a leading brand, rather than a forum for a brand to communicate their latest products, offers and promotional material. As a result, we took the brave decision to be an impartial content publisher, recognising IKEA values such as quality, expertise and service only where appropriate.
Our first step was to conduct thorough keyword analysis of the major search engines to produce a defined list of ‘Golden Keywords’. This list placed keywords into distinct categories based on volume of searches, subject matter and how they relate to the purchase process.
This Golden Keyword list provided the basis of our Information Architecture with the categories forming the framework of the site.
Translating Information Architecture into an engaging design
One of the obstacles to creating an SEO-optimised site is the perception this approach sacrifices functionality, usability and design. To counter this, MBA produced a Functional Specification document including a wireframe of each page of the site. This document clearly outlined how the site could be built towards world-class usability standards, fully recognising how a visitor would use the site.
Using this document and working closely with the IKEA client, MBA’s design team underwent a rigorous design process to create a visually-engaging site using high-quality imagery and user-friendly navigation. As well as featuring the best in web design, we future-proofed the site to cater for a high volume of users by building a bespoke CMS based on recognised standards. This was designed to be fully portable and supported by all necessary documentation and user instructions.
The most useful kitchens website in the world needs original content
With both the back and front end of the site created to a high specification, we ensured that the content matched. Formats were specifically designed according to how people search for content in search engines. CMS templates were then built to accommodate all required formats and facilitate quick and easy uploads and edits.
As a sign of the openness of the site, a content aggregator called the Kitchen Sync, was developed. This tool gives users the ability to search for kitchen inspiration from YouTube, Twitter, Flickr and blogs within The Kitchen. Videos, photos and written content can then be saved and accessed at a later date as a form of scrapbook/mood board.
The Kitchen is seamlessly integrated with IKEA databases
With a forecast of high visitor numbers to the site, there was a clear opportunity to integrate with existing IKEA databases and harvest future sales prospects. Working closely with IKEA and their data agency QPM, MBA developed a user journey and mechanism for visitors to register for the site, sign up for newsletters, request brochures and join the IKEA FAMILY loyalty programme without leaving The Kitchen.
Effective project management was essential
Concept, build, design and implementation was a collaborative process whereby MBA facilitated weekly meetings with the client all agencies. In addition, weekly status calls for agencies ensured that all parties were up to speed with latest developments. The project was supported with a detailed project plan incorporating tasks, timescales and responsibilities. This made everyone involved in the project focused and accountable, helping to remove any bottlenecks or delays.
What did we learn from beta?
It became clear at a very early stage that all stakeholders wanted the site to be the most useful kitchens website that it could possibly be. To ensure that this became reality, we launched a beta version of the site to the IKEA FAMILY customer database a month in advance of full public launch. In doing so we achieved the following:
1. We recognised the importance of IKEA FAMILY by giving them exclusive access to content
2. Received feedback from engaged IKEA customers on what they liked/didn’t like about the site and how they’d like to improve it
3. Generating a significant volume of traffic to show us how users interact with elements of the site and the type of content they’d like to see more of.
A feedback button was integrated into the site, reflecting the openness and honesty of the IKEA brand. We learned so much from the insightful comments from the public that we decided to keep the function in place for full launch.
Full launch
IKEA launched the site to the public with the support of a major ATL campaign featuring the Kitchen Squad, a team of kitchen experts completing kitchen makeovers for unsuspecting members of the public. TV ads directed the audience to the Kitchen Squad section of the site where they could see the full TV ads, behind the scenes footage and extended tours of each kitchen.
A significant PR campaign seeded a teaser trailer of the Kitchen Squad activity to generate enthusiasm and excitement for the Kitchen Squad and the site.
In addition, MBA negotiated a series of content partnerships with MSN, mydeco and YouTube to provide additional compelling content to entertain users and generate SEO-friendly links to The Kitchen. Although The Kitchen has been designed with SEO at its heart, success will be delivered over a long-term period. Short-term domination of search was also a crucial component, so PPC budget was deployed to harvest interest in the Kitchen Squad and create a footprint for The Kitchen in search engines.
Success to date
The site launched to the public on 24th February 2010. Although still in its infancy, The Kitchen is already dominating the first page of SERPs for selected Golden Keywords. Many pages have been successfully indexed by the search engines and traffic from natural search has grown week on week. The Kitchen has also given IKEA a platform to house entertaining content such as a recent tongue-in-cheek look at the kitchens of Nick Clegg, Gordon Brown and David Cameron, resulting in a spike in visitor numbers and increased awareness of the site and IKEA as a respected authority in kitchens.
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