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Google Turns 21: How Google Continues To Dominate Digital Marketing Tactics

Google Turns 21: How Google Continues To Dominate Digital Marketing Tactics

Google Turns 21_ How Google Continues To Dominate Digital Marketing Tactics  - Social Media digital marketing construction marketing Insynth

Today Google turns 21 years old. It’s hard to imagine a time when we didn’t look to the search engine for a query or question let alone relying on it for lead generation and business.

Google has changed the rules for marketing in the 21st century. 

Today innovators can disrupt markets by understanding how Google indexes content to put their brand at the top of serps and get found by anyone and everyone looking for the solutions they provide.


Building Product Businesses On Google

Unfortunately, many brands in the UK building product and construction space have lagged behind in changing the way they approach the market. 

This leaves them exposed to losing market share to competitors who understand how to win the Google arm race that is SEO.

Search Engine Optimisation is a key part of ensuring your website is found by Google. Google functions through the use of algorithms.

There are a variety of factors that effect these algorithms, such as ranking, age of website, keywords used, traffic, time spent on the site, domain authority, image optimisation and more.

SEO is a key part of digital marketing to help your business drive inbound leads from your website.

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Google Controls Over 90% Of Online Search


How Building Product Businesses Succeed On Google

Businesses that get the most out of Google will be receiving organic enquiries with little if not any outbound tactics.

There are a number of ways you can signal to Google that you’re an expert within your space:

  • Consistently create keyword optimised content such as blogs
  • Optimise all images by naming with keywords and adding alt tags
  • Be listed on building directories & magazines to improve domain authority
  • Ensure all product pages are optimised for search and for the reader
  • Ensure your website is secure with an SSL certificate
  • The layout and design of your website is clear and easy to use
  • People are staying on the website



After 21 years of continuously updating and changing the way it works to benefit the user, Google is the search engine leader.

By following suit your company can become a thought leader in your space by ensuring your website and content is focused on the customer rather than your company.

Search engines will continue to be the first place contractors, installers, architects and specifiers go to for product or service information. As we've adapted with technology, we carry the habits from our personal life of 'Googling' any query we have to the workplace. 

This means your website needs to be optimised for search terms and queries. If not, you'll find the competition storming ahead and winning your projects.

If some of the above is new to you and your not sure what domain authority is or why you should optimise images then get in touch today.

Insynth prides itself on helping building product companies to grow through not only improving their online presence but educating them on how it works.

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About Insynth

Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands. 

They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity. 

As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.

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