Last week I wrote about the growth of Pinterest and how it can be used by businesses in the construction industry. The article proved to be very popular so I decided to approach it from another angle and specifically look at the SEO benefits. If you decide to create an account and start using Pinterest, it’s also a good idea to add Pinterest buttons to your website (yes, ANOTHER button). Since social signals are becoming increasingly important for ranking positions, encouraging your audience to pin and share your images/videos can only help increase your online visibility. To add these buttons to your site visit: http://pinterest.com/about/goodies/
1. Driving traffic
The main reason Pinterest has been making headlines over the last few weeks is because of the vast amounts of traffic it’s driving. Pinterest can bring new visitors to your site that might not have come across you or your products and services before. At the moment, I don’t think much of that traffic is targeted or quality traffic but this might change as Pinterest comes out of beta and more people from your target audience group sign up. Below you can see that within about a week, Pinterest is already in the top 5 traffic referring sources to our site.
Many marketers struggle to identify which sources of traffic are most effective when it comes to converting web visitors into leads. Setting up Goals in Google Analytics for events such as downloads, registrations, subscriptions or enquiry submissions is the first step in working out which sources of traffic, and which campaigns, are most effective.
A few weeks back I decided to use one of our clients’ high volume traffic websites to test the new Assisted Conversion and Conversion Paths reports in Google Analytics V5 for a 4 week period. Assisted conversions in Google Analytics identifies which sources of traffic played a part in converting a visitor into a lead. This is an important report for identifying which sources of traffic are helping in converting visitors. Here is what the Assisted Conversion path report looks like:
The latest episode of MDi TV illustrates how product manufacturers within the construction industry can optimise their product page titles. When architects and specifiers are searching online they might already have a specific product in mind and will type this brand or product name directly into search engines. If your page titles are not optimised then you could be missing out on a large volume of quality traffic. Watch this screencast to learn how important unique page titles are and how you can ensure that your website appears in search results for your products.
Please let us know if you have any questions that you would like answered in a future episode by sending a tweet to @PauleyCreative or emailing us.
Welcome to the latest episode of MDi TV. This week Pritesh explains how search engines use social signals to determine which websites or web pages to rank highly within search engine results pages. The key take away from this is that whilst this isn’t just about a link from Twitter or Facebook pointing to your website, it’s more about producing quality content and then allowing your website visitors to share that content within social networking sites. The more social shares your content has and authority is built, the stronger the signal to Google that this content is of quality and is shared by authoritative people online (influencers) and should rank higher within search engines.Read More
Welcome to the latest episode of MDi TV. This week we are doing something different and showing you a screencast tutorial of how you can optimise your construction website for people who are searching by location. Pritesh takes you through the process, highlighting what website (and page) elements are most important and need to be optimised for search engines.
Firstly, what do I mean by ‘black hat’? These are search engine optimisation techniques used to get higher search rankings in an unethical manner. These practices might provide short-term gains in terms of rankings, but when you’re caught using such spammy techniques you’ll be penalised (and even banned) by search engines. Some companies may be prone to using these practices because they’re impatient and don’t see immediate results from their ‘white hat’ SEO techniques. Remember, SEO is a marathon and not a sprint.
To avoid getting penalised by search engines, we have listed a few black hat tactics that you should be aware of.
Examples of black hat seo tactics:
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
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.
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
Construction marketers know that content is king, but also that it does not work alone. Search Engine Optimisation and building quality inbound links is vital for the spread of good content. Building links from other quality and authoritative websites to your website helps to increase the authority and importance of your website and thus has a great impact on your search engine rankings. Quality always reigns over quantity so a website with 50,000 poor quality links will rank lower and degrade the quality of the site than a website with 100 good quality links. Search engine rankings are affected by the quality of the content on your website as well as how many links it has from authoritative sites. Having links from sites that Google trusts, tells it that your website contains some useful and important content. However building these quality links is not a quick and easy process. It can be time consuming and can take some effort researching for quality sites to link from but the results are worth it because according to search engines, the more quality links you have to your website, the more visible your website will be within search engines resulting in more traffic to your website for you to then convert into leads.