Increasing the visibility of your construction product website in search engines

RIBA Insight Oct 2011

Q. When you write specifications, which of the following information resources do you use?g y

Internet searches and manufacturer websites most used sources for information

So Google effectively becomes your homepage. People will use Google to find you, sometimes even if they know of you already. What will they see in the results pages? Good news? Bad news? Reviews? Videos?

Google is constantly evolving. How often do you update your website?

So if Architects & Specifiers are looking for products, will you be visible if they do not know of you?if they do not know of you?

“At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and what is happening in the world, country or region or sector”

The Specifier

Personalised search means results will vary depending on where the Specifier is located, previous web history, time spent on other sites and who they are connected to socially (online)who they are connected to socially (online)

Google suggestsGoogle suggests popular search terms as you type your search

h Aphrase. Are you visible for these search terms?

Another popular search term?search term?

Have you optimised your technical i f ti itinformation so it can be easily found via Google?

Above pie chart shows ‘seo ranking factors’ (source: SEOmoz) and identifies ‘social metrics’ as a ranking factor. In other words, how many times has this web page been shared on Twitter? Facebook? LinkedIn?times has this web page been shared on Twitter? Facebook? LinkedIn?

Lots of ‘likes’ and ‘shares’ means this content is valuable which means Google may rank your case study page higher in its search result pages

Google now includes people within your online network who have h d t t ith th i t k Will thi i fl h t li ti thshared content with their networks. Will this influence what listing the

Architects or Specifier clicks on?

A search for ‘Rainwater Harvesting tanks’ also throws up some brands. Popular brands which Google has identified as a ‘related search’. Is you brand displayed for your related searches?p y y

Your marketing efforts should also include trying to get people to Google your company. This is where brand awareness comes into play.

Is this when your PR Was this the start of an campaign kicked in?ad campaign?

Google Analytics to measure brand awareness by looking at visits to Google Analytics to measure brand awareness by looking at visits to your website via Google for those who used your company name as a search term. Does it increase over time. Look at 6 months minimum, 12 months or 18 monthsmonths or 18 months.

Your product

Use Google Analytics to measure visits from Google for your product names or type of product. Is it increasing over time? Is this increase due to an extensive product advertising campaign?

Build good authoritative links to you website Remember its about Build good authoritative links to you website. Remember its about quality not quantity!!!

Let your website visitors share your good content with their networks. Google likes content that has been shared with others. This is where social media matters!

Before Optimisation After Optimisation

Measure your SEO for ‘non-brand search terms’ and try and increase traffic to your website for those who do not type in your brand names into Google.

Measure GoalsMeasure Goals

Most importantly, measure your SEO efforts against ‘goals’ or ‘outcomes’ such as downloads, enquiries, registrations, subscriptions etc

14,322 visits from Google means nothing! But 4.31% of traffic from Google turns into enquiries or data capture means much more.

Summary

SEO is changing fast, no longer just about rankings

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Use search to drive content. Remember YouTube is 2nd largest search engine so use video for product demonstrations or installation guidanceengine so use video for product demonstrations or installation guidance

Social activity is a major part of a search optimisation strategy

SEO is not a 1 month activity, it’s forever on-going

Create content which people and other businesses will want to link to

Further Readingg

What is link building and how can I build more links?: [Click Here]

Calculating your website’s ‘share of search’: [Click Here]Calculating your website s share of search : [Click Here]

How to Create Content Using Search and Google Analytics: [Click Here]

Don’t just focus on rankings, focus on quality & conversions: [Click Here]

6 tips for optimising your construction product pages: [Click Here]

My Digital Insider TVy g

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