Building a Healthy Web Presence for Construction
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To achieve healthy web presence, a business needs two things: a plan to get people to their website and a website that doesn't "stink". The plan involves cleaning up online listings and directories, asking for reviews, optimizing social media presence, and creating a content marketing strategy using blogging, search ads, and other online activities. The website must have compelling content, load quickly on mobile devices, be properly formatted with keywords, have individual pages for each service, and include updated blog posts and projects. Together, an effective traffic plan and high-quality website can attract customers and help businesses reach their goals.
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Building a Healthy Web Presence for Construction
- 1. BUILDING A HEALTHY WEB PRESENCE
- 2. www.MayeCreate.com | info@MayeCreate.com | 573-447-1836 Crappy websites stink. That’s why we don’t build them.
- 3. BUILDING A HEALTHY WEB PRESENCE PRESENTED BY: SEO = Web Presence Part 1: A Website that Doesn’t Stink Part 2: A Plan to Get People to Your Site
- 4. WHY YOU SHOULD CARE ABOUT WEB PRESENCE It will help you get more customers. Healthy web presence allows people to find you online and effectively communicate your message to reach your business goals.
- 5. You’ve Heard of SEO Search Engine Optimization The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
- 6. GOOD SEO = GOOD WEB PRESENCE Good SEO is a reflection of good web presence. It is semi-permanent. There is not a skinny pill.
- 7. Good SEO is NOT… • <meta name="description" content="Free Web tutorials"> <meta name="keywords" content="HTML,CSS,XML,JavaScript"> • Tiny text, hidden text, hidden links • Link to your website from random places that don’t relate • Keyword stuffing • Buying tons of domain names, especially those with your competition’s name (domain squatting), that are not related to your business and pointing them at yours • Duplicating content from other websites
- 8. A BIRDS EYE VIEW How all the things we’ll talk about today come together.
- 13. To achieve healthy web presence you need two things: A plan to get people to your website. A A website that doesn’t stink. B Need to load up the truck. Need the right equipment to haul in the sales.
- 14. Lots of Traffic + Crappy Website = No Job The Website You Have
- 15. The Website You Need Lots of Traffic + Crappy Website = No Job
- 16. Awesome Website + Low Traffic = No Job Serious Room for Improvement
- 17. To achieve healthy web presence you need two things: A plan to get people to your website. A A website that doesn’t stink. B Need to load up the truck. Need the right equipment to haul in the sales.
- 18. Need the right equipment to haul in sales. A WEBSITE THAT DOESN’T STINK A EXHIBIT
- 19. LINKS COMING INTO YOUR SITE 29% WEBSITE CONTENT & BEHAVIOR 44% CONSISTENT LISTING INFORMATION 8% HOW RANKING WORKS GOOGLE MY BUSINESS LISTING 7% REVIEWS 7% SOCIAL MEDIA 4% 29% 44% 8% 7% 7% 4%
- 20. WHAT MAKES A GOOD SITE? A Compelling Story Stuff You Update A Page for Each Service Properly Formatted Content Mobile Friendly Fast Loading & Easy to Use
- 22. Fast Loading & Easy to Use I love waiting on hold!
- 24. Fast Loading & Easy to Use Besides the obvious, why is this important?
- 25. Fast Loading & Easy to Use How can I tell if my site loads quickly?
- 27. Fast Loading & Easy to Use How can I improve load time? Reduce image sizes to decrease page size Install a caching plugin Limit requests to server Update your template code
- 28. Fast Loading & Easy to Use Follow the coffee cup rule.
- 29. Fast Loading & Easy to Use How can I tell if my site is hard to use? 00:01:00 85%
- 30. Mobile Friendly
- 31. Mobile Friendly In 2015 Google announced it would show preference to mobile friendly websites in search results.
- 32. Mobile Friendly 52% of global internet traffic came from mobile devices in 2nd quarter 2017. That’s up 10% from the same quarter 2016.
- 33. Mobile Friendly How do I know if my website is mobile friendly?
- 35. Properly Formatted Content Because Google says so. HOW PEOPLE INTERACT WITH YOUR SEARCH RESULTS ON GOOGLE 11% PROPERLY FORMATTED CONTENT 24% PERSONALIZED WEBSITE CONTENT 9% 44% Website Content & Behavior24% 11% 9%
- 36. Properly Formatted Content Appropriate Keywords Don’t assume you know what terms people use to search for your product or service Some terms yield the same results so you don’t always optimize a page for just one term Longtail keywords or more specific search phrases are easier to optimize for
- 37. Properly Formatted Content How do I find the right keywords? https://adwords.google.com/ Try Google Keyword Planner Inside of Google AdWords Must have an AdWords account but they’re free There’s not a cap on searches and you can export what you find
- 38. What word do you think people use to find someone to do drywall? Properly Formatted Content
- 39. Properly Formatted Content Drywall Contractor Drywall Company Drywall Companies Dry Wall Drywall Drywall Contractor St. Louis
- 40. Properly Formatted Content Drywall Contractors Drywall Company Drywall Companies Dry Wall Drywall Drywall Contractors St. Louis
- 42. Properly Formatted Content You have your keyword, now what do you do with it? Page title Page description Alt tags on images Page content “H” tags Links leading to the page you’re optimizing for the term(s)
- 43. Properly Formatted Content Good link structure between pages All of your pages should link to each other If you’re trying to optimize a page for keywords link to this page from other pages in the site anytime those keywords are used Make sure links look like links Make sure normal text doesn’t look like links
- 44. Properly Formatted Content You need a site map and you have to submit it to Google Do this using Google Search Console Tells Google when you add content to your website Check for site errors Learn what words trigger your pages in searches and which pages are connected to each search term
- 45. No Sitemap = No Site Links Shows up when people search your name or a close variant Sitemap required “Decent” amount of site traffic to trigger your content is valuable Properly Formatted Content
- 47. A Page for Each Service Because I say so. Because Google says so. Because prospects say so.
- 48. A Page for Each Service Because Google says so. 44% Website Content & Behavior44%
- 49. A Page for Each Service Because Google says so. HOW PEOPLE INTERACT WITH YOUR SEARCH RESULTS ON GOOGLE 11% PROPERLY FORMATTED CONTENT 24% PERSONALIZED WEBSITE CONTENT 9% 44% Website Content & Behavior24% 11% 9%
- 50. A Page for Each Service Because prospects say so. 81% of shoppers conducted research online before making a big purchase in 2014.
- 51. A Page for Each Service What should you put on those pages? You need more than just a bulleted list Photos Contact to request service or quote Completed projects Your competitive advantages Keywords!
- 52. A Page for Each Service Design these pages (and your site) to flatter your assets
- 53. Stuff You Update
- 54. 57% Of the sales process has already taken place before they contact you. People contact sales 57% later in the buying process. Stuff You Update
- 55. Stuff You Update
- 56. Stuff You Update Each piece of content on your site is like a door to invite a visitor in.
- 57. Stuff You Update HOME ABOUT SERVICE TEAM CONTACT
- 58. PROJECTS SERVICE SUB SERVICE SUB BLOG BLOG BLOG HOME ABOUT SERVICE TEAM CONTACT SERVICE SUB PROJECT PROJECT BLOG BLOG BLOG BLOG BLOG BLOG BLOG BLOG BLOG PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT
- 59. Stuff You Update Answer frequently asked questions Highlight an employee of the month Post completed projects Add testimonials Share awards you’ve won Share conferences and events you’ve attended Give advice to assist them with making a good buying decision Promote new services Share a problem you solved and how you solved it Upload photos of older projects and evaluate how they held up under the elements Easy ideas for updates:
- 61. A Compelling Story Because Google says so. HOW PEOPLE INTERACT WITH YOUR SEARCH RESULTS ON GOOGLE 11% PROPERLY FORMATTED CONTENT 24% PERSONALIZED WEBSITE CONTENT 9% 44% Website Content & Behavior24% 11% 9%
- 62. A Compelling Story I know what you want is what you think you need but what you want is not what you need.
- 65. A PLAN TO GET PEOPLE TO YOUR WEBSITE Need to load up the truck. Clean up the yard. Fertilize. B EXHIBIT
- 66. CLEAN UP THE YARD Start by cleaning up the areas online that reference your business to give your presence a healthy glow.
- 67. LINKS COMING INTO YOUR SITE 29% CONSISTENT LISTING INFORMATION 8% YOUR VIRTUAL YARD GOOGLE MY BUSINESS LISTING 7% REVIEWS 7% SOCIAL MEDIA 4% 29% 44% 8% 7% 7% 4%
- 68. Links leading to your site •Quality sites linking to yours •Social media •Listings •Google My Business •References, news •Bi-lines from guest blogging •Best are related sites - ask •Generated from your traffic fertilizing activities 29%
- 69. Double Check Google My Business •It’s quick – set it and forget it •If you don’t have one get one •If you have one and it’s wrong correct it •Make sure it’s consistent with the rest of your listings 7%
- 70. 7% •Qualify for knowledge graph (the fancy box on the side of Google search results) •Displayed when people search for your business name or a close variant https://www.google.com/business/
- 71. GOOGLE WILL NEVER CALL YOU The people calling and saying they’re Google are idiots. And they’re trying to steal your money.
- 72. YOUR LISTING IS FREE FOREVERI repeat… Idiots. Thieves. Scum. Hang up.
- 73. Start Asking for Reviews 9 in 10 US consumers say they read online reviews about local businesses before making a purchase 7%
- 74. Start Asking for Reviews •Don’t confuse reviews and testimonials •Allow people to review you in any medium they feel comfortable in •Ask via email •Make it part of your process •Ask when people are happiest 7%
- 75. 7% •Reviews impact your chances of being listed in the local 3 pack on Google Search results •Claim your Google Business Listing •Google favors businesses with 5 + reviews
- 76. Clean Up Your Listings •They should be IDENTICAL •You need to be listed in •Once these are right you’re good to go, you don’t have to do them again 8%
- 77. Clean Up Your Listings •You don’t have to do them all •moz.com/local/search check here for errors in major directories 8%
- 78. Are any of these identical? •Identical vs not identical %
- 79. •Identical vs not identical % NOPE!
- 80. Gear Up for Social Media •It generates traffic to your site •It creates links to your site •Show potential employees the culture of your office •Social media is a directory too. At the very least make sure you’re listed 4%
- 81. FERTILIZE Put a plan together to spread the word and make your traffic grow.
- 82. Closed Business 1. Creative Messaging (what’s in the fertilizer) 2. Activity Frequency (application)
- 83. Closed Business
- 84. Closed Business
- 85. Closed Business
- 86. Closed Business
- 87. WHICH ACTIVITIES ARE RIGHT FOR YOUR BUSINESS? Create a plan that revolves around your strengths and your assets.
- 88. What are your goals? •New Business •Returning Business •New Market •Build awareness
- 89. Who are you trying to reach? •Business owners •Municipalities •Home Owners •New Hires
- 90. WHAT ARE YOUR ASSETS? •Anything your company has that can be utilized to create reach. •Reach can be: • Bought • Borrowed • Built
- 91. Client & Non-Client Contacts • Email List • Mailing Address List • Facebook Friends/Fans • Twitter Followers • Blog Followers • Email Subscribers Capital • Services for Trade • Funds to Invest Staff • Sales • Designers • Writers • Delivery Truck Drivers • Interns • Kids Ready Made Marketing Materials • Previously Designed Ads • Testimonials • Portfolio Photos • Ad Specialty Items Sphere of Influence • Strategic Alliances • BNI Chapter • Rotary Group • Neighborhood Association • Church • Gym • Country Club Location • Shared Building Space • Signage • Window/Display Space • Sidewalks Equipment • Printer • Company Cars • CRM • Smart Phones Processes • Checkout • Sales LEVERAGE YOUR ASSETS
- 94. INBOUND –VS- BRANDING Inbound Helps people find you when searching for the services you provide when they need them THE BUYER INITIATES Branding Builds awareness about your company so people know about you when they need your services THE SELLER INITIATES
- 95. INBOUND –VS- BRANDING Inbound •Website •Blogging •Search Ads •Offerings Branding •Social media •Display Ads •Email •Social Media Ads •Retargeting
- 96. WEBSITE You need one. If you don’t know why I’m not sure why you came today… TYPE: Inbound COST: Varies
- 97. Goals • Talk to people as they are researching • Increase organic traffic to your site • Establish your company as a thought leader • Creates content for distribution through other mediums Assets • People who can write • People who can update your website • Money to invest Audience • Business to consumer • Business to business • New hires (indirect) BL0GGING TYPE: Inbound COST: Varies
- 98. SEARCH ADS Goals • Talk to people when they’re in the market to buy • Talk to people as they are researching (promote offerings) Assets • Person to write ads • Money to invest • Person to manage ads Audience • Business to consumer • Business to business purchases outside your sphere of influence • New hires TYPE: Inbound COST: $1 - $20 per click
- 99. BLOGGING –VS- SEARCH ADS Blogging Diet & Exercise Program • Talks to people throughout the buying cycle • Has a residual effect on your search engine rankings • Has a building effect on your traffic volume • Marathon Search Ads Fad Diet • Primarily focuses on people at the end of the buying cycle • Will display while you have the budget to display ads • Will not drive traffic to your site once you stop paying for them • Sprint
- 100. OFFERINGS Goals • Talk to people as they are researching (promote offerings) • Talk to people when they’re in the market to buy • Increase organic traffic to your site Assets • People who can write • People who can design • People who can update your website • Money to invest Audience • Business to consumer • Business to business • Municipalities TYPE: Inbound COST: Varies
- 101. EMAIL Goals • Nurture people through the buying process • Educate or cross sell • Increase return traffic to your site • Promote events, bids, sales or job opportunities Assets • People who can write • People to update your site or build emails • Money to invest • Interested contacts or past customers Audience • Business to consumer • Business to business • New hires • Municipalities TYPE: Branding COST: $0 - $25 Depends on list size
- 102. SOCIAL MEDIA Goals • Nurture people through the buying process • Educate or cross sell • Increase return traffic to your site • Promote events, bids, sales or job opportunities Assets • People who can write • People to update social media accounts • Money to invest • Interested contacts or past customers Audience • Business to consumer • New hires TYPE: Branding COST: Varies
- 103. SOCIAL MEDIA ADVERTISMENTS Goals • Educate about services, events, sales or job opportunities • Build your social media following • Introduce your brand to a new audience Assets • People to write ads • Money to invest • Person to manage ads Audience • Business to consumer • New hires TYPE: Branding COST: $2 - $10 an action
- 104. DISPLAY ADVERTISMENTS Goals • Educate about services, events or sales • Introduce your brand to a new audience • Promote your brand to an audience entering the buying process (in market segments) Assets • People to write and design ads • Money to invest • People to manage ads Audience • Business to consumer • Business to business (sometimes) • New hires TYPE: Branding COST: $0.10 - $5 a click
- 105. RETARGETING/ REMARKETING Goals • Nurture people through the buying process • Increase return traffic to your site • Cross sell products or services • Increase close ratio Assets • People to write and design ads • Money to invest • People to manage ads Audience • Business to consumer • Business to business • New hires TYPE: Branding COST: $0.10 - $5 a click
- 106. WHO THE HELL HAS TIME FOR ALL THIS CRAP? Reach and Recycle.
- 107. Blog Post
- 109. Social Media Post Social Media Post Email Alert Online Offering Blog Post
- 110. Social Media Post Social Media Post Email Alert Online Offering Blog Post
- 111. Social Media Post Social Media Post Email Alert Online Offering Blog Post Organic Search
- 112. Social Media Post Social Media Post Email Alert Online Offering Blog Post Organic Search
- 113. ACTIVITY = TRAFFIC You have to do the activity to get the traffic. The message is very important and the activity is just as important.
- 114. BUILDING A HEALTHY WEB PRESENCE PRESENTED BY: SEO = Web Presence Part 1: A Website that Doesn’t Stink Part 2: A Plan to Get People to Your Site
- 115. www.MayeCreate.com | info@MayeCreate.com | 573-447-1836 Crappy websites stink. That’s why we don’t build them.
Hinweis der Redaktion
- Could get really technical about this. Whether you’re communicating with prospects, clients or potential employees, what it all boils down to is people have to be able to find you online and then you need to be able to communicate with them.
- Today you’re going to hear me say two terms over and over again. Pretty much interchangeably. SEO and Web Presence. SEO you’ve heard of. It’s the magic that makes you show up at the top of google.
- Good SEO is a reflection of good web presence. It’s semi-permanent. There is not a skinny pill. You can pay for ads but we’ll talk about that later.
- Before we get into what good SEO and good web presence are, let’s talk about what they’re not. I should not tell this story but I will anyway. My dad is a super smart man. He’s head of the Agricultural Engineering Department at the University of Missouri. He also owns a small business. He told me the other day he wanted to be better on Google and it seemed pretty straight forward. A buddy of his said all he has to do is add some tags to his website. Maybe some hidden text. And he should be just fine. He said, “I think I can do that, what do you think?” I told him, “I think if it were 1998 it would work. But is 2018 so we should probably schedule a time to meet so I can explain it all to him.”
- Let’s start big picture with SEO. This chart might look familiar. Last time I was here I showed you this chart and promised I’d come back and explain the magic behind how all this works. So today I’m going to give it my best shot. So you have a website. And you have people you want to go to your website so you can sell them your services.
- But there’s a gap between you and your audience. They don’t know about your website. So you have to tell them and get in front of them in the moment they need your service. But how?
- So you put content out online – you have it on your blog, in emails, on social media, in ads, in directory listings.
- You cast a net. And how visitors interact with your net and the content you put online indicates to Google the value of your content. This content is how google determines what you do and how reputable you are. All of these factors contribute to how Google and other search engines perceive your business. It all boils down to this – google has it’s users at the forefront. And it will share the information to it’s searchers that it feels Valuable content is granted the “favor of king Google”. The king’s favor is your health.
- So what do you need to have health and the eye of the king? Notice I don’t have one and two. One is not more important than the other they are equally essential to a healthy online presence.
- You can’t capitalize on your opportunity because you don’t have the right equipment to do the job. You don’t bring an El Camino in to do a dump trucks job!
- You can have an awesome dump truck but if you have nothing to haul you won’t get paid.
- So I’ve made my case.
- Why do you need a website that doesn’t stink? We looked at the 2015 version of this chart last year. Moz, who is a leading SEO software provider conducts a study, generally annually, polling experts across the world to contribute the trends they’re experiencing. These are the polled 2017 ranking factors and just like everything else on the web they’re ever changing. The need for a property created website is increasing. In 2015 38% of your ranking factor was determined by website content and behavior and now it’s 44%.
- At MayeCreate we feel like a website that doesn’t stink comes equipped with these 6 components. Some of these items are directly relatable to the chart we just looked while others impact those factors indirectly.
- Using the right mix in the foundation. Slow loading site that’s hard for people to use.
- Said no one ever.
- Later on we’re going to talk about how you can drive traffic to your site. The trick is once you get people there to keep them interested and occupied. The longer they stay the more likely they are to buy. One of the things google takes into consideration is how visitors use your site. If your site takes to long to load people won’t stay and visit. This indicates to google that your information isn’t good and you don’t care about your site.
- Place to test
- Add a caching plugin
- You could start by asking someone who’s never seen it before, or ask your clients, they’ll usually give you an honest answer. But first I’d take a look at your website tracking data. We use Google Analytics to track all of our websites. We look at bounce rate as an indicator of slow loading and hard to use sites. Bounce rate is the percentage of website visitors that enter and exit your site from the same page. While some types of advertising we’ll discuss later may increase your bounce rate, anything over 85% in my opinion is a red flag that you have an opportunity for improvement that needs to be addressed. Time on site is another big picture indicator of ease of use for a site. You should have people on the site for at least a minute. If they’re leaving before then it might be that the site is confusing, or you’re not saying anything interesting. That’s not to say that certain pages of your site will keep visitors engaged for longer while others, like your home and contact pages might be a shorter view time,
- The way you format your content will impact how google reads your content. It will also impact how people interact with your results in google because formatting determines how the listing is displayed.
- Unique titles and descriptions Unique page titles and descriptions for each page In alt tags of images In body of content In page content In title on the page
- I get it you barley know me so why would you believe me. But hopefully these other two sources can convince you.
- Having a page for each service gives you more personalized web content which results in higher conversions on google because people have search results that are more directly related to what they searched for. And you can rank for more terms because your site won’t display for stuff you don’t talk about on it. Back to the right mix (properly formatted content). Optimizing for one set of key terms per page.
- Call us out on the old quote but back up with the fact that mobile usage is on the rise, internet usage is on the rise don’t’ expect less people to be researching on line prior to purchase. Data is inflated for the industry but they’re not just shopping for a product some are looking for jobs. And if you’ll need this 5 years from now…you need to start to day. Which leads me to another thing you can do to help people find more information about your company and services while they’re researching on line…make sure you have stuff you update on your site.
- If you have tons of beautiful photos share lots of them If you have a less than sexy looking service use photos for texture or to add interest instead of making them your focal point
- If you create sub services pages and just post one project per month and one blog post per month
- Need to get people to connect with you and your company. They “Know” what they want. But knowing what they want and knowing what they “need” aren’t the same thing. So they need to see that they can trust you so when you tell them they’re wrong they won’t freak out. Same thing with hiring even more.
- What they really need is someone they can trust enough to set them straight.
- You gain their trust the same way you deal with an impatient child. Tell them a story.
- Tell the story how it works best. But you do need some words, google can’t watch videos or see photos…YET. Tell the story the way that works best for you, just make sure it’s as easy to use as your coffee cup.
- 29% is generated to some degree by the other activities you do. Don’t have to do all of this but do need to be better than competition in some of them to gain preference. Do a SWOT, do better where competition sucks and also rock out the things you’re good at.
- Easiest 7% you’re going to get just do it. You have no excuse not to even if google is convoluted.
- Your listing is a portal to a few other google features like maps, knowledge graph and the local 3 pack
- Ask when people are happiest in the process
- Ask when people are happiest in the process
- You’ve all seen this big search listing hog. The coveted 3 pack. How do you get on this one? A balance of like a billion things but the two that float to the top are Claiming your google business listing Getting a minimum of 5 reviews for your service on Google But don’t stop at 5. Benchmark your review goal against your competition. If everyone on the 3 pack has 10 reviews get more.
- Make sure you’re good in the biggies, local biggies, industry biggies then there’s the ones we’re showing here.
- Make sure you’re good in the biggies, local biggies, industry biggies then there’s the ones we’re showing here.
- We moved a few times in the past 13 years, can you tell?
- We moved a few times in the past 13 years, can you tell?
- Your good website and great yard are a lot like you running a good business. They lay the foundation through which you can generate more business, or in the case of your website, traffic. Which if it’s the right traffic would mean more business too! We’ve all seen a funnel in relativity to business before. A sales funnel. Sales works in two parts too, just like your online marketing campaign. And the traffic to closed business funnel is just that, a sales funnel. The more traffic you get in to the site the more opportunities you have to close business. Just like with sales you have to do the activities and build the momentum to close business. Some activities will work better for your company than others. But to get leads from your website you have to do the activities that will build the traffic. It looks kind of like this.
- You have a good website and so google likes you and you show up OK and search results but you don’t do much else. You do a good job of pitching your service on your website and following up on leads though so you close some business.
- So you decide to start updating your site, you start a blog. And you get more traffic on your site. And you close more business.
- Then you decide to start telling people about what you put on your website. You do some emails and post about your blogs on social media. You close some more business.
- Then you decide to place some advertisements to get in front of even more people.