Weekly Email News for the Glass, Glazing & Fenestration Industries

It’s a bi-fold …or is it?
8th August 2017

Nearly two thirds of all consumers don’t know that a bi-fold is called a bi-fold, according to a survey published today.
Concertina, sliding, folding track, accordion …even zig zag are just a few of the names people came up with when asked to identify the style from a photo.

The matter becomes far less funny however when the research reveals that over 34,000 homeowners a month make unsuccessful searches because of the confusion – every one a possible missed sales opportunity.

Researchers for aluminium door, window and blind manufacturer Origin asked 500 members of the public to look at a picture and name the doors illustrated and found that only 36% described the doors as bi-folds.

Origin CEO and founder Neil Ginger said: “Looking at the amount of monthly Google searches for terms other than bi-fold and seeing that just 36% of the people surveyed refer to the doors by this term, it’s clear that there is a lot of scope for companies selling the doors direct to the public to include these other words in their online marketing collateral.”

He added that understanding that the general public may use different terms to describe the same product can mean that companies can attract more people to their website by using these terms on the site.

Jon Colegate, Director of Search at Ignition Search, an internet marketing company and Google Partner, said: “This is really a matter of choosing the correct keywords to describe your product. The keywords and phrases that are present on your site allow people using a search engine like Google to find your company’s website and products.

“Despite Google’s recent progress in ‘semantic’ searches — it is still crucial for companies to ‘speak the same language’ as those trawling the internet so potential customers can find you as quickly and easily as possible.”

https://origin-global.com/advice-centre/bi-fold-door-name-mix-up-means-websites-lose-thousands-of-visitors-every-month

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