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To generate website traffic, you need people to visit your site. To get them to come, you need to understand what they’re looking for, what phrases they’re using and what type of content would best fit their needs.

Fundamentally, a keyword strategy is needed in any successful building product company's content marketing plan. Let’s explore what keyword strategy is and how it complements keyword research.

What Is A Keyword Strategy?

It’s not unusual for keyword strategy and keyword research to get mixed up.  They sound similar, right?

Many people focus just on keyword research to identify what terms they should use. But that is just the start of the process.

The next steps are just as crucial: this is the keyword strategy stage.

Your keyword strategy should detail all of the actions you need to take as a result of your keyword research findings. It is about how you want to target those keywords, now and in the future. 

It should cover the content you need to write and how you’re going to track the results and then close the loop with insights fed back into your next phase of keyword research.

To get started, you need to consider three factors carefully; your business, your products and your competitors.


Looking At Your Business

Keyword strategy starts with you and your business and understanding your vision. 

What are you in business to do and why? What are your vision, mission and goals? What makes you different, your USP? What message do you want to convey? What does your brand represent? Why should anyone care? What value do you offer to your customers and what pain do you resolve? 

In-depth insights provide a clear pathway to helping you achieve your goals.


Looking At Product Search

Website Image construction marketing lady on laptop

After you’ve documented where you want to get to and why it’s time to look at how. Search intent is the why behind the search that should lead to your site.

How well do you know your ideal customers? What is driving them to search for the outcomes your product can offer?  Remember, people don’t buy products, they buy solutions to problems. 

Will visitors to your site be looking to research, specify or buy?  Think about what sort of content you need to match their search queries and influence them to engage with you.


Looking At Your Competition

While producing your keyword strategy, you need to look hard at your competitors. What are they up to? Where are they ranking for terms you’d like to improve on? What types of content do they have? How can you improve on that? Is targeting long-tail keywords a better strategy for you?

At the same time, look at how search engines are showing your competitor's content. Are there featured snippets you could target? Are they ranking highly for images or other search features?


Closing The Loop

If you’re monitoring your results on tools such as Google Analytics or HubSpot, you’ll be generating a hell of a lot of data. 

Analysing it frequently and carefully plays a major part in the success of your keyword strategy. Google Analytics provides useful insights into how your site is performing, and Google Search Console provides deeper insights into the keywords that is triggering of your appearance in search.

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Developing Your Content

The construction industry is perfect for content marketing to flourish.  It’s an information-hungry environment, and because most businesses don’t do a great job at sharing their technical data, you can make big advances by being open and more helpful than your competitors.

Our own research highlighted that 83% of building product websites were missing key technical data to download.

If you’ve run through all the steps we’ve described above and conducted thorough keyword research, you should have a good idea of what you should target and how you should do it.

Here are a few ideas of the sort of content you can produce;

  • Whitepapers
  • Landing Pages
  • Specification Clauses
  • General Arrangement (GA) Drawings
  • BIM Objects
  • Case Studies
  • CPD Presentations (why not record them and upload them to YouTube?)
  • Webinars
  • Podcasts
  • And, don’t forget regular blog posts!


Keeping It Up To Date

The internet is a competitive space and very dynamic.  There’s always a lot that can happen and your keyword strategy should take that into account.

Review your keyword strategy frequently, at least every 6 months.  

Have there been any significant changes in your market that need to be factored in? New regulations and standards, new solutions, new technology, new competitors?  Keep an eye on things and tweak where necessary!



While keyword research is technically challenging, distilling this down into an actionable and meaningful strategy is complicated.

Done well, it can provide real focus and clarity to your content creation plan, which will yield results for years to come.

If you need advice or help in formulating your keyword strategy, please get in touch.  We have tonnes of experience is creating and delivering keyword strategies as part of your wider content marketing activity.  We’re always happy to help.

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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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Leigh Simpson

Written by Leigh Simpson

Aligning my experience in marketing, technology, building products and business growth to bring you insights on how to leverage the internet and the latest technology to help you generate more leads, acquire more customers, improve client engagement and create a long term competitive advantage.