Remarketing – the art of increasing brand visibility and conversions
Increasing the visibility of your construction product website in search engines
-
Upload
pauleycreative -
Category
Documents
-
view
464 -
download
1
description
Transcript of Increasing the visibility of your construction product website in search engines
![Page 1: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/1.jpg)
Increasing the visibility of your construction product website in search engines
RIBA Insight Oct 2011
![Page 2: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/2.jpg)
![Page 3: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/3.jpg)
Q. When you write specifications, which of the following information resources do you use?g y
![Page 4: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/4.jpg)
Internet searches and manufacturer websites most used sources for information
![Page 5: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/5.jpg)
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?
![Page 6: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/6.jpg)
Google is constantly evolving. How often do you update your website?
![Page 7: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/7.jpg)
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?
![Page 8: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/8.jpg)
“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”
![Page 9: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/9.jpg)
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)
![Page 10: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/10.jpg)
![Page 11: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/11.jpg)
Google suggestsGoogle suggests popular search terms as you type your search
h Aphrase. Are you visible for these search terms?
![Page 12: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/12.jpg)
Another popular search term?search term?
Have you optimised your technical i f ti itinformation so it can be easily found via Google?
![Page 13: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/13.jpg)
![Page 14: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/14.jpg)
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?
![Page 15: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/15.jpg)
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
![Page 16: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/16.jpg)
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?
![Page 17: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/17.jpg)
![Page 18: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/18.jpg)
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
![Page 19: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/19.jpg)
Your marketing efforts should also include trying to get people to Google your company. This is where brand awareness comes into play.
![Page 20: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/20.jpg)
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.
![Page 21: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/21.jpg)
![Page 22: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/22.jpg)
![Page 23: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/23.jpg)
![Page 24: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/24.jpg)
![Page 25: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/25.jpg)
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?
![Page 26: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/26.jpg)
![Page 27: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/27.jpg)
Build good authoritative links to you website Remember its about Build good authoritative links to you website. Remember its about quality not quantity!!!
![Page 28: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/28.jpg)
![Page 29: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/29.jpg)
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!
![Page 30: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/30.jpg)
![Page 31: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/31.jpg)
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.
![Page 32: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/32.jpg)
![Page 33: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/33.jpg)
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.
![Page 34: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/34.jpg)
Summary
SEO is changing fast, no longer just about rankings
y
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
![Page 35: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/35.jpg)
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]
![Page 36: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/36.jpg)
My Digital Insider TVy g
Check out our You Tube channel for more resources!
![Page 37: Increasing the visibility of your construction product website in search engines](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584865dd8b42aa4028b4d9f/html5/thumbnails/37.jpg)
Social Media Ebook
Download our FREE ebook on all things social media Just Download our FREE ebook on all things social media Just Google for ‘Pauley Creative social media ebook’!