What search data tells us about the average Canadian homeowner
TORONTO, May 7, 2013 /CNW/ - Each year, OutRank by Rogers helps small
businesses connect with potential customers by securing placement in
the results of relevant consumer Google searches. When it comes to
general contracting and home renovations, OutRank's clients appeared in
website results for over 2 million of these searches in 2012.
So what is the word most often used by Canadians when searching for a
For over 850,000 searches that word is 'kitchen'. This single room of
the house is the focus of 44% of keywords filtered through the OutRank
A conversation with contractors helps shed some light on what drives
this key search term. "The kitchen is an essential room and people take
pride in making sure it's stunning." said Nick Rudnicki, contractor and
owner of Rude Works. "When you buy a home it's the place where
paperwork is signed. It's also the reason why so many realtors are
great at baking cookies. When most people call or email our company
it's because they feel their kitchen is no longer in style, but I'm
from the East coast and we invented the kitchen party, so I get it."
If the kitchen is the crown jewel of entertaining and the first room
that many home buyers notice, it begs the question - what aren't people
searching for that might drive even more value to their homes?
For Rudnicki, "There's a simple rule to keep in mind before setting a
budget for your kitchen reno, take a look at the areas of your home
that have gone the longest without being renovated. Kitchens are
frequently updated and may not be an indicator of the overall health
and efficiency of a home."
In B.C, Jim Frost of Frost Homes recommends investigating what you can't
see. "Electrical is a big one, especially in heritage homes. Some older
homes still have knob and tube wiring. It's essential to look at areas
like these. They can be a major risk to the lasting value of a home. In
fact a lot of insurance companies charge a premium if your home is
still wired this way."
Even within the kitchen there is more a homeowner can do. Rudnicki
suggests "a quick look for water damage or mold, especially before
thinking about a renovation, can help identify big problems before you
peel back a floorboard." For Frost record keeping is essential. "Keep
track of jobs that have already been done, especially permitted jobs
and who did them", he advises. "This information can be great to have,
especially to share with a contractor before your next renovation."
OutRank recommends searching for renovators who are equipped to handle
more than just kitchen renos; remodeling, refacing, remediation,
redesign are unique specialties among general contractors. If you are
worried about electrical or piping problems in an old house, a search
for a General Contractor who is licensed to deal with these systems can
make a big difference. These infrequently used search terms can go a
long way to telling you how qualified your contractor is to handle
problems that might be invisible when a renovation starts.
"Every search matters," says Carrie Shaw, Director Of Marketing, Outrank
by Rogers. "A search can seem small, but the impact can be huge to a
homeowner looking to build their dream home. Standing back and looking
at the data as a whole gives context to just how big the home
renovations market really is. We want to make sure that not only are we
helping our contractors find the best jobs for them, but also that
homeowners find the information that matters to them most in a sea of
In striving to connect the best contractors with the right job,
OutRank's data analysts have outlined 3 tips to help with your next
Google renovation search.
Three Tips For Broadening Your Internet Search And Adding Value To Your
Know when to search "Licensed" vs. "Unlicensed" Contractors
Each province has its own requirements on what a contractor is required
to know before becoming a provincially licensed contractor. For example
an Ontario licensed contractor requires a speciality as a Master
Electrician. Knowing what skills you're paying for when you search
Licensed General Contractor can save you money or save you heartache.
Add specificity to your search with the 4 R's: Remodeling, Refacing,
Each of these R's means something specific in the home improvement world
and can improve your search. Remodeling refers to improving a
structure, refacing refers to aesthetic changes (frequently in
cabinetry and counters), remediation refers to the removal of pollution
or contaminants from the home environment and redesign is normally used
in reference to changes in layout and aesthetic.
Search for specialists with specific materials
Often subcontractors are necessary for a major redesign or remodel.
Specifying the key trouble spots or must haves such as flooring,
plumbing, or by preferred material types may help narrow down your
search by more than a half million results. A search for "bamboo floors
installation Toronto" will yield better results than "hardwood floors"
when you know what you want.
About OutRank by Rogers
Rogers is a diversified public Canadian communications and media
company. We are Canada's largest provider of wireless voice and data
communications services and one of Canada's leading providers of cable
television, high speed internet and telephony services. Through Rogers
Media we are engaged in radio and television broadcasting, televised
shopping, magazines and trade publications, and sports entertainment.
We are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and
RCI.B) and on the New York Stock Exchange (NYSE: RCI). For further
information about the Rogers group of companies, please visit www.rogers.com
Image with caption: "When searching for contractors online it's easy to see how disproportionate our kitchen bias can be. (CNW Group/OutRank by Rogers)". Image available at: http://photos.newswire.ca/images/download/20130507_C4359_PHOTO_EN_26463.jpg
SOURCE: OutRank by Rogers
For further information:
For more information about Outrank by Rogers, this press release or to request data for another story, please contact:
Partner + Public Relations Manager,
Squab And Pigeon
416 458 1334
Director Of Marketing
Outrank by Rogers
416 764 4569