Every year experts assess the SEO trends of the last month, year and decade. However, not all of them directly apply to the construction and building materials industry. Although the likes of influencer marketing can be used in construction marketing, it’s the minority that implements it.
As we kick off the new year, now’s the perfect time to create new SEO habits for your building products website.
Featured Snippets Dominate Search
You’ve probably viewed and used a featured snippet without realising the power it has. Google displays it at the top of the search engine results page (SERP) above all paid and organic results.
As you can see it's presented in a box, separate to other results. It can also include videos, bullet points and images. This either answers your question immediately so you don’t have to click in, or you might like what you see so click it above any other results.
The ‘Featured Snippet’ position is sometimes called ‘Position Zero’ as it appears before all other results.
Featured snippets normally feature when providing the answer to a question, so writing in an answer form can help gain these positions.
Mobile Search Will Continue To Take Over
July 2019 saw Google move to mobile-first indexing to improve the mobile search experience. 88% of internet users are on mobile phones. A website that doesn’t have a mobile version may lose most of its users in the coming years as mobile web pages continue to be a growing trend.
If you want to keep up with the competition your pages must be optimised for mobile devices. It’s worth considering that the higher you are in the Google mobile page index, the more prominent your page will be.
Secure Websites Are A Must
The fact that there are still websites that scream ‘NOT SECURE’ when you enter them in 2020 baffles me. It’s so easily fixable and can retain visitors rather than scaring them off or making them feel uncomfortable, especially if you have an eCommerce website.
Unsecure websites show ‘not secure’ before the URL, it may also have a pop up saying ‘This site isn’t secure do you want to continue’. This is due to the absence of an SSL (Secure Sockets Layer) certificate. Without sounding too technical – secure websites URL’s start with https:// and unsecure sites start with http:// - the s implies an SSL certificate is present and the website is secure.
Although not having an SSL certificate doesn’t directly affect SEO, the result of the user leaving your website quickly affects your bounce rate, which in turn effects your SEO. Google wants to provide its users with a secure browsing experience, so those that implement HTTPS may receive a slight SEO boost.
Googles most recent update, BERT reflects how Google is getting better at understanding the relationship between words.
BERT (Bidirectional Encoder Representation from Transformers) is the most recent update to the core search algorithm. It comprehends the intent of the searcher behind a search query.
This, in turn, means content that focuses on E.A.T will rank higher.
Expertise: the page needs to not only have quality content but be written by an expert writer.
Authority: the site itself needs to have some authority on the subject you’re talking about.
Trustworthiness: the site needs other authoritative links from trusted sites. (backlinks)
The E.A.T. principle not only measures the trust and authority score of the website but also the expertise of the author’s writing.
SEO should be at the heart of every decision you make regarding your online presence. Does it improve the user experience? Can visitors find what they're looking for quickly?
SEO can be perceived as a dark sorcery that only few know how to implement. Although SEO can be extremely technical, there's also a lot of quick wins and simple changes you can make to your website without the help of a wizard.
Insynth offers building material companies a free website audit. This consists of an in depth technical overview of your websites health, according to Google. It also also includes recommended changes and suggestions of how you can improve your website.
InsynthMarketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.
Theyuse the latest inbound marketing techniques such asconstruction inbound marketing, to support buildingproduct companies to grow their business by proactively driving sales lead generation activity.