Research shows that 90% of people don't go beyond the 1st page on Google, and about 34% of searchers click on the number 1 result. This shows that Search Engine Optimisation SEO is something that you really must take seriously if you want your building products to be found on the internet by your target market.
If you're not on page one for the keywords that matter to your business, then you will be feeding on scraps or forced in the online auction that is pay-per-click (PPC) advertising, trying to outbid the other also-rans for the top spot in the ads.
So how do you get to number 1? Here is a quick guide to bagging the top spot and being seen by your ideal customers.
So how do you bag the top spot?
There are hundreds of articles about backlinks, white hat, black hat, meta descriptions, etc. We won't revisit these in this article, as there are better articles out there than we could write, all telling you the same stuff in different levels of technical jargon.
We're going to cover an alternative approach to ranking for the top spot, which starts with a controversial piece of advice. Forget about the top spot in your market.
That's right, let's look at the competition for some of the obvious terms in just one building products sector, flooring;
Floor tiles - 30.5 million results
Laminate flooring - 8 million results
Vinyl flooring - 12.7 million results
Carpet tiles - 4.9 million results
We could go on, as you can see, the competition for these "short tail" terms is outrageous. All are dominated by blue-chip providers, usually multinationals with deep pockets and big marketing teams.
So how do you compete and get found for your product, especially if your marketing budget is small or non-existent?
The answer is to work smart and work hard. Rather than spending your time and effort competing around these short-tail keywords, look at getting lots of great results for longer search terms, often referred to as long-tail keywords.
By this, we mean phrases of 4-10 words that will be far less competitive.
Let's look at the examples above and break them down into more tightly defined searches.
If you focus on specific types of flooring and the exact terms people could be searching for, you will find less competition and better opportunities to rank highly for your content, for example;
2mm thick blue marble effect vinyl flooring - 125,000 results (with no ads!)
bottle green carpet tiles 600x600mm - 8 results - you can only rank on page 1!
The idea here is to think about exactly what your products are, in detail, then produce content that talks about the specifics to a level that gives you a fighting chance of ranking high.
The rub is that these long-tail keywords will produce far fewer searches per month than their short tail rivals, maybe just a fraction of them.
So, what's the point of doing all of this hard work?
The answer is two-fold.
1. You will be found by people searching for the exact product or service you are offering, so your leads will be better qualified and more likely to specify or use you.
The aggregate effect of lots of content-generating a few leads per month each will be a healthy and regular volume of higher quality leads overall.
2. By producing lots of valuable, well-written content, your domain/website will build authority with Google, meaning that all of your content will benefit. The net effect is that you will perform better with short tail searches, too, maybe even breaking into the top 3 positions for short to medium tail phrases pretty quickly, again driving overall site traffic and generating leads.
Ranking number one on Google has to be your aim when it comes to SEO. However, it will be almost impossible to break into the top positions for one or two-word searches for popular product categories.
Break down your products into tightly defined groups and subgroups and produce content around these long-tail phrases.
Consultants such as Insynth can assist by providing insights into keyword difficulty and search volumes by using specialist advanced SEO software.
Assessment of your website will also identify the gaps in content and general SEO health to ensure that you are aligning your key marketing asset with what your target market is looking for.
This will help you find the sweet spots of keywords that will be easy to rank for with healthy traffic, even if it enables you to prioritise a larger scale project.
Take the first step to improving your ranking on Google by getting your free website audit from Insynth.
At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.