Presentation given by Pritesh Patel at RIBA Insight Consultancy Event in Manchester and London in 2011.

1. Increasing the visibility of your construction
product website in search engines
RIBA Insight Oct 2011

3. Q. When you write specifications, which of the
following information resources do you use?
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4.  Internet searches and manufacturer websites most used sources for
information

5.  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?

6.  Google is constantly evolving. How often do you update your website?

7.  So if Architects & Specifiers are looking for products, will you be visible
if they do not know of you?

8. “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”

9. 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)

11. Google suggests
popular search
terms as you
type your search
phrase. A you
h Are
visible for these
search terms?

12. Another popular
search term?
Have you optimised
your technical
information so it can
i f ti
be easily found via
Google?

14.  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?

15.  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

16.  Google now includes people within your online network who have
shared content with th i networks. Will this influence what listing the
h d t t ith their t k thi i fl h t li ti th
Architects or Specifier clicks on?

18.  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 y
p y your related searches?

19.  Your marketing efforts should also include trying to get people to
Google your company. This is where brand awareness comes into play.

20. Was this the start of an Is this when your PR
ad campaign? campaign kicked in?
 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 months
months.

25. 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?

27.  Build good authoritative links to you website Remember its about
website.
quality not quantity!!!

29.  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!

31. 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.

33. Measure 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.

34. Summary
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 SEO is changing fast, no longer just about rankings
 Use search to drive content. Remember YouTube is 2nd largest search
engine 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

35. Further Reading
g
What is link building and how can I build more links?: [Click Here]
Calculating your website’s ‘share of search : [Click Here]
website s share search’:
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]

36. My Digital Insider TV
y g
 Check out our You Tube channel for more resources!

37. Social Media Ebook
 Download our FREE ebook on all things social media Just
Google for ‘Pauley Creative social media ebook’!