Over the last couple of weeks the news has been flooded with articles regarding sustainability on the international stage. Climate targets, carbon emissions, and extreme weather events have focussed everyone’s minds, leading us here at Pauley Creative to question what our own impact is.
World leaders have gathered in Glasgow to attend the 2021 Climate Change Conference (COP26), following its postponement last November due to Covid-19. Meanwhile, the anniversary of Agenda 2030 has just passed, and retail giant Amazon has intensified its efforts to encourage large companies and corporations to join their climate pledge, founded in 2019.
It is encouraging to see the fight for the climate is growing momentum, and the goal to prevent global warming surpassing 1.5C is still alive. However, as individuals, or as smaller companies, we quite often feel powerless.
What does search and SEO in 2022 look like for manufacturers? The last few years have seen a seismic shift in the search space, especially for building product manufacturers. It comes as no surprise, we have seen it coming. It’s the result of multiple factors accumulating over a period of time.
Now the impact is starting to be felt, and the knee jerk reaction is to shout ‘why is this happening’? So why it is happening?
Well, because of many of the reasons we’ve been regularly bringing to the table over the last few years. Because ‘everything is ok’ – until it’s not. And as soon as things aren’t as good as they once were, you have a massive task on your hands.
Keeping your manufacturer site at the top of Google search results
When you are at the top of your SEO game, it is relatively straightforward to stay there by using the normal tactics we recommend…
Understanding your audience is critical to the success of your sales and marketing efforts. For most building product manufacturers, the architectural technician is a crucial decision maker. Defining and understanding who this is, what they like, how they prefer to be communicated with and what their drivers are, is essential.
Many of our customers refer to the architect as the most powerful specifier, but at Pauley Creative we believe the architectural technician and architectural technologist has a greater influence on product specification. In this article, we set out a fictitious character who’s traits, behaviours and drivers, are likely common. Many individuals in the architectural community we hope would concur with.
The Architectural Technician
Alex is more likely to be Male than Female; data from 2019 quoted by Careersmart gives UK figures as follows for the category Architectural and Town Planning Technicians;
Women 7174 (31%) Men 15953 ( 69%).
Alex will have a good educational background, probably a degree or even a masters if working in a bigger organisation, or may have qualified through a strictly vocational educational environment via FE college or an apprenticeship. He is likely to be a millennial aged between 25 to 35 and will be confident, used to taking responsibility and expect providers to be of the same ilk.Read More