SEM Focus: SEO For The AEC Industry

SEO: Search Engine Optimization

What it is: SEO is the optimization of your website--for both customers and search engine index bots.

Why it's important: In short, more people click in the organic section of a search engine results page. It takes time to get there...but doing the right things consistently over time can get you there. Very few AEC companies focus on properly managing their SEO efforts. Sure, anyone can post a blog or build a web page these days. Even many Content Management Systems will get you going in the right direction. But then again, if everyone is doing the same thing there isn't much competitive separation between what you're doing versus your competition.

So, here are some key elements to consider to build the SEO in the AEC industry:

First, have an SEO champion

This can come in the form of your current marketing manager. They need to be empowered to make decisions that will closely fall (more than likely) with your IT department, who probably manages your website. Sometimes using an SEO consultant helps. If you can, find someone who knows the AEC industry. Sure, anyone can learn , but that takes time and money. Sometimes, there is no substitution for experience.

Second, you need an SEO strategy
Make sure this plan is in writing and communicated to the necessary team members. Focus on the fundamentals first, like

• Have a keyword strategy, know what your target audience is searching for and how often they do it 
• Build a website that is fast and SEO compliant 
• Develop consistent content 
• Build links 

Third, be relevant and consistent
Get your website HTML and structure correct and search engine friendly first. There are a ton of elements that need to be in place so get someone who has knowledge or can research what it takes. Get analytics on your site so you know what visitors are doing and can measure and quantify decision making.

Once this is done, here are some simple and easy ways to use what have to get rankings:

• Claim your local listing pages (eg, Google Places) 
• Get your project profiles online, this creates relevancy and local value 
• Start a blogging and social media strategy and use internal resources to develop posts 

This is an easy and quick way to get started, but again it largely depends on staying consistent and having the right strategy to begin. This stuff takes time and research and a champion. It's a lot like building a road or building: everything depends on the foundation to last--and there's always someone who is managing the project.

If you need more help on the subject, feel free to reach out to local SEO experts. Of course, those with experience in the sector or have an understanding of the industry is better than not. If you need help finding someone, shoot me a line and I'll be glad to help or point you in the right direction!

Search Engine Marketing For The Architecture, Engineering & Construction Industry

Who loves acronyms??  (I do!  I do!):  SEM, SEO, PPC, SoMe...AEC...*barf*.  Please:  if you're as sick as I am as seeing more acronyms for everything and just need a simple explanation for these things and how they're important to you, then read on.

I know sometime acronyms are a necessary evil, and there's plenty of blog space to get technical down the road.  But first, you're a marketing leader in the AEC (whether that means Receptionist, Marketer, Architect, Engineer or all of the above including President!) who has little time on their hands.  You need the dirt on this stuff and why you keep hearing about it.  You need to know why it's important to you and the future of your business.  Here we go.

SEM: Search Engine Marketing

What it is:  SEM is the all encompassing term for everything related to being found through internet searches.  Today, that means "googling stuff."  Yup, you probably do it every day.  Think back to the last time you searched online for something...there was a reason (or, a lot of reasons) that websites showed up in the order that they did.  In a nutshell this is search engine marketing.

Why it's important:  SEM is important because of many reasons, but mainly this--a lot of people search for things online.  Information, products and yes, even services.  Today, over a Billion people searched for something on Google...alone.

SEM for Architects, Engineers & Contractors

I know what you're thinking:  "My clients aren't looking for me online."  Heard it before.  Well, the numbers say otherwise:

• Average # of searches per month in the US for keywords related to "architect" in the top 3 search engines (google, bing, yahoo):  11 million
• Refine to the keywords related to "commercial architect": 9,900
• Refine even further to keywords related to "architects new york": 33,100

Granted there are not 11 million clients googling "architect" champing at the bit with pens raised ready to ink a contract, that's not what I'm saying.  What I am saying is that in broad perspective, there are a lot of people searching for terms related to architects--some looking for information, but some looking for things that can help your business, like:

• other firms in search of partnering opportunities
• your next great employee
• a potential client

The point being that opportunities are out there.  Here are 3 really great reasons if you're an Architect, Engineering or Construction Company you need to have a Digital Marketing Strategy in place, or hire someone who can help you get there:

• there are people searching for companies like yours right now--search for your type of firm (eg, mechanical engineer) right now...do you show up "above the fold?" (in the top 3rd of the screen where most people click?)
• the value of a client or partner gained is high, and return on marketing investment can be calculated with digital tracking technology
• there are not many architects, engineers or construction companies actively pursuing search engine marketing the way they should--and that presents a huge opportunity and competitive advantage for those break that ground.

The marketing and business development (don't count that out!) playing field has changed significantly.  No, digital marketing is not the end all be all for the AEC industry, but in many cases it can be your company's first impression--and as they say, first impressions are everything.

I also understand, being on both the Client and Consulting side that it can be difficult to find a company you trust to handle this type of work.  Feel free to drop me a line (email or leave a comment) and I'll be happy to help or answer questions you may have.

Next time, Search Engine Optimization (SEO) & Pay-Per-Click (PPC) Advertising.  Stay tuned.