How to Create Construction Content Using Search and Google Analytics

So you have a blog. What do you write about? How do you intend to make sure that the content on your blog is relevant to your website visitors and your prospects? Online content is the most important part of any website when it comes to converting visitors into leads. If your content is valuable and usable then it is more likely that the visitor will subscribe, download, share or register in order to get more valuable content from you. If your content is poor, don’t expect visitor growth, increase in leads or conversions from your website.

I am going to share with you a simple technique which I have been using for a while now to help kick start a content strategy for construction product manufacturers to help them produce content which is relevant and useful for their prospects and customers. This technique may only apply to websites which have satisfactory levels of search optimisation applied and are already acquiring a good level of traffic from search engines. Why? Put it simply, you will be using search to drive content to drive search.

Using Search to Drive Content to Drive Search

By analysing what type of information people are searching for and the questions people ask in search engines will instantly give you an idea on what content to provide on your blog or website.

First step is to open up the ‘Keyword’ report in Google Analytics and then filter the keyword report to show you search terms that contain how, what, when, why and who.

analytics search terms

Filter Keywords by How, When, What, Why and Who

Depending on how many search terms Google Analytics throws up at you make sure you change the display rows section to 100 or 250 if you have to.What you should start to see are search terms like this which can be used to produce the first parts of your content marketing strategy.

construction product search terms

Search Terms to Help Kick Start Your Construction Product Content Strategy

When you view your search terms remember to ask yourself “Does the content on the page they land on after searching for this search term answer their question?” If the answer is ‘no’, then go add value to the content on that landing page. If you are wondering what a landing page is then view our MDiTV episode on ‘What is a landing page?‘ on our YouTube channel.

By producing good quality content it will help you build links to your website, get social shares from visitors to your website, increase optimisation and visibility and most importantly, convert visitors into leads. Remember that the content you produce doesn’t need to be in the form of text based blog posts, it could be produced in video format or as downloadable PDFs for checklists and guides. For example, the search term above ‘what are the advantages of wood windows’ can be a short video with your Technical Manager explaining the advantages of wood, which can then be uploaded on a corporate YouTube channel.

TIP: Remember to keep analysing your SEO efforts and monitor your keyword report on a regular basis to uncover some more golden nuggets to produce content for. And that’s it! Simples!

So what are you waiting for? Go kick start your construction products content strategy for 2012.

About Stuart Dinnie

Stuart has worked in the world of digital marketing for over 15 years. With his measured and planned approach, he has delivered robust digital strategies for construction companies to achieve real business growth. He now heads up the team at Pauley Creative as Managing Director and is leading his team & clients towards digital marketing excellence. He’s helped over 100 construction clients; helping them on their digital transformation journey, providing sustainable strategies that return year on year incremental growth, delivering award-winning websites and adding value from board level to marketing assistant.

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