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Increasing the visibility of your construction product website in search engines Increasing the visibility of your construction product website in search engines Presentation Transcript

  • Increasing the visibility of your construction product website in search engines RIBA Insight Oct 2011
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  • Q. When you write specifications, which of the following information resources do you use?
    • 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?
  • “ 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)
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  • Google suggests popular search terms as you type your search phrase. Are you visible for these search terms?
  • Another popular search term? Have you optimised your technical information so it can be easily found via Google?
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    • 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?
    • 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 shared content with their networks. Will this influence what listing the Architects or Specifier clicks on?
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    • 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?
    • Your marketing efforts should also include trying to get people to Google your company. This is where brand awareness comes into play.
    • 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 months.
    Is this when your PR campaign kicked in? Was this the start of an ad campaign?
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    • 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?
    Your product
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    • Build good authoritative links to you website. Remember its about quality not quantity!!!
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    • 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!
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    • 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.
    Before Optimisation After Optimisation
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    • 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.
    Measure Goals
    • SEO is changing fast, no longer just about rankings
    • Use search to drive content. Remember YouTube is 2 nd largest search engine so use video for product demonstrations or installation guidance
    • SEO is not a 1 month activity, it’s forever on-going
    • Social activity is a major part of a search optimisation strategy
    • Create content which people and other businesses will want to link to
    Summary
  • Further Reading What is link building and how can I build more links?: [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]
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    • Download our FREE ebook on all things social media Just Google for ‘Pauley Creative social media ebook’!