Looking at benchmarking and auditing to implementation; building the website to driving new traffic and finally, keeping loyal visitors happy and turning them into brand advocates and product referrers.
We’ll explore the challenges facing today’s marketers. Delivering a website that not only qualifies new leads quickly, but builds confidence and credibility encouraging prospects to buy or specify your products over the competition’s.
In this episode of MDiTV Pritesh will show you how to create and set up goals in Google Analytics to measure conversions on your website such as downloads, registrations, subscriptions or sign ups. Pritesh then explains what the conversion report looks like and how to interpret the data to find which sources of traffic are effective at achieving the most conversions. Any questions please do tweet us @PauleyCreative or let us know of any topics which you would like us to cover in any future episodes of MDiTV.
Episode 6 of MDi TV focuses on link building for websites within the construction industry. Link building is an important part of an SEO strategy. It’s not just about developing great content, but also about getting other people and businesses to link to it, thus increasing the authority and popularity of your website. In this video I’ll explain what link building is, which metrics are relevant when focusing on acquiring links from other websites and how PR departments can also help with implementing link building activities.
I also provide some ways in which you could acquire links organically rather than having to pay someone or an agency to create links for you, sometimes bad low quality links. When building links you must focus on quality rather than quantity. It’s better for search optimisation to have 10 good quality links pointing to your website, which may take a little longer to achieve, than 1000 low quality links gained in a few weeks. Read More
I was kindly asked to present at the RIBA Insight Consultancy Day for its members, mainly product manufacturers and suppliers. Over 100 delegates attended the day which saw a range of topics presented and discussed including ‘BIM take up amongst professional services’ and ‘what do Architects want from product CPD’s’ and an ever popular topic ‘Adding Social Media to your Construction Marketing Mix’ presented by Paul Wilkinson.
Finally my presentation on increasing the visibility of construction product websites in search engines and ensuring they are found by specifiers, architects, engineers and designers when they are looking for new products, services or businesses for a particular project or problem. The presentation can be viewed below. Feel free to leave any comments or questions in the comments section below.Read More
Writing for the web is a notably different skill to writing for print publications. It’s often a technique that is overlooked, but as your website becomes increasingly important as a business tool, it’s something that you should address if you’re keen to maintain a strong online presence and make certain you’re talking to the right audience.
To begin with you must make sure that your website is tailored to that proverbial ‘perfect potential client’ – and then that the content is correctly organised for ease of reading. Web users are spending significantly less time searching for, and viewing your website these days. It’s becoming increasingly important that you keep content easy to find, that you cover your calls to action in a clear yet striking way, and that your expertise is clear to see from just a glance at one or two pages. Knowing who you are writing for is crucial. A buyer would want short snappy copy highlighting product features and benefits, whereas an engineer may want more lengthy, detailed information and might expect to see an insightful, regularly updated blog.
Once you’ve reviewed your navigation and overall targeting, it’s time to get down to the nitty gritty.
A common request we get from prospects/clients is “I want my building product website to be ranked on page 1 or at the top of Google for these search terms” and pulls out a piece of paper with 20 or so search phrases scribbled on it. My reply would always be “How do you know they are the search terms or keywords your prospects use?”
To help clients understand the impact of search engines on website performance, search traffic generation and implementing a search engine optimisation strategy we need to understand where they are now by benchmarking. I wrote in a previous post about the importance of benchmarking to help identify where improvements can be made and where additional efforts are required through controlled experiments (small changes but made often).
The benchmarking process involves gathering data from various analytical sources to help identify:
What are my top 20 non-branded search terms? (non-branded = excluding company name and this is where your SEO should be focused)
Where is my website currently ranking in Google for those non-branded search terms?
How many visits have been generated to the website from those non-branded 20 search terms over a 6 month period?
Approximately how many ‘exact’ searches are made in Google for those top non-branded 20 search terms over a 6 month period?
What is my % share?
Which search terms should I prioritise and optimise? (Note: This is the outcome, actions!)Read More
Research has been carried out by the NBS on what exactly architects and specifiers are looking for from product manufacturers when choosing products and services and how they see specifications developing in the future. With over 500 respondents the results highlight some interesting points that construction product manufacturers must take into consideration. It is important to know what information your prospects are looking for and therefore these survey results will show what’s valuable to specifiers when they are choosing products.
Type of information wanted
Making sure your website is working for you and contains the right type of information is vital for product manufacturers. In the survey, 90% of specifiers indicated that the main resource they use when writing specifications are product manufacturers’ websites. This is a huge number and if your website is not optimised for search (for both branded and non-branded keywords), how will architects and specifiers find it? When they do land on your website, have you got the appropriate content, such as product guides, brochures, whitepapers that they can download or newsletters that they can subscribe to? If not, these prospects may end up going to your competitors for the information they require.
SEO (Search Engine Optimisation) is changing. Google recently changed the way it ranks and displays quality individual web pages within its results. Gone are the days where webmasters and marketers can solely rely on inserting keywords into page titles, descriptions, URL’s, headlines and the body copy in order to improve a websites optimisation. Google is getting cleverer and its getting cleverer faster. There were 500 changes and tests made to the Google algorithm in 2010 which just goes to show that SEO is no longer an obsolete task, its a constant moving living breathing machine. Marketers must pay attention or risk losing traffic and also a complete vanish of their websites in search engines.
Marketers must also now think about the overall ‘user experience’ of the site and MUST take into consideration various metrics such as Bounce Rate, Time on Site/Page, Browser Rate, Click through rate from search listings and strong social signals such as Twitter shares and Facebook Likes. Most of your websites or website uses Google Analytics so therefore Google uses the data from your Google Analytics profile to get a better picture of how your website performs and how people interact with your site.
What level of activity does this site get?
How long to people stick around on this site?
How long do people stick around on this page?
How many times has this page been shared on Twitter or LinkedIn?