How Can SEO Help Create RFP Opportunities?
Posted by [email protected] on Apr. 16, 2024 / Program Recap / Subscribe 0
How Can SEO Help Create RFP Opportunities?
For the workshop Mountain Laurel Digital Led in March – we dove into the ins and outs of Search Engine Optimization (SEO) for A/E/C and how to create an impact for your business goals and marketing benchmarks. This workshop provided real marketing opportunity scenarios in the A/E/C space where SEO can be a beneficial tactic. We will explore how to build the case for SEO to colleagues and managers on your team.
Top takeaways:
- SEO can create quality business opportunities.
- You can Build a Case for SEO, you don’t need to be super technical.
- There are small SEO tasks that make a big impact on your marketing goals.
How does SEO help grow your marketing:
Business Goals
- Increase quality of sales
- Advance brand’s perspective in the market
- Earn Brand Equity
What Can SEO Do?
- SEO is a tactic, is not a business goal
- Attract searchers you want
- Control how your brand is seen in the search results
- Nudge searchers towards queries you want them to see
What SEO Cannot do?
- Grow search demand or traffic alone
- Build a brand or brand perception on its own
- Directly turn visitors into customers if the website does not satisfy the searcher
What is semantics SEO and why does context matter even more now?
The practice of optimizing content for meaning, not just keywords. It considers context, relationships between the targets. Look at content that is ranking in the top spots in the SERP for the topic you’re covering and see what content sections are working well within those pieces. Looking at the content that Google is awarding as “top answers” to search queries is a good place to start.
Targeting Strategy Utilizing Project Pages
We have seen a huge impact of first page ranking results when targeting location of the project, the type of project, and style of the project within the content of the landing page and on-page meta data.
Individual Optimized Project Pages Breakdown:
Utilize the User Experience Data in Analytics to Develop Project Page Content Targeting Ideal Projects
- Use headers and subheaders optimized for SEO. Spread out the content to the full length of page
to increase readers to finish the full project background and story. - Highlight the location, type of project and project details to the top of the page.
- Feature contractors and other companies you worked with to make the project happen.
- Include a client testimonial if available.
- Highlight awards on the individual project pages.
- Include contact form or places to submit contact information throughout the page to increase opportunity
Holistic 2024 Digital Marketing Trends
How Does SEO + Social Work Together?
- Increase brand awareness
- Clarifies the brand’s perspective in the market
- Builds trust through a digital ecosystem
Is Social Media Decreasing in Value?
- Short answer “no” - Just different engagement channels.
- Instead of feeds being the form of engagement, social engagement is through direct messenger (dms)
- Shares matter more than likes and followers
Google + Generative AI Impacts to Digital Marketing
SEO and Digital Marketing is still very much an important part of your marketing results — the search engines are now evolving into a much more natural language processing (think Alexa) environment which means ranking signals are rapidly changing as new interfaces in search results are being tested by their engineering team at Google in order to compete with other search engine giants already moving towards the chat interface (Bing for example has already made more extensive changes)
What is a Featured Snippet?
Goal is to earn a featured snippet here so look at the questions people are asking and implement into article content.
Takeaways:
From looking at the top SERPs ranking for this query, Google is awarding content that’s specific and more well-rounded for the “best answer” to this query. As a best practice, be sure to analyze what Google deems as the “best."
Next Steps for Marketers in the A/E/C Space:
- Setup Google Analytics 4 and HotJar Heatmap Tracking
- Keyword Research by reviewing manual search trends and Utilize Data to update website for better performance
- Approach priority pages first: ones with the most traffic
- Write content that answer your audience's questions best
- Make sure content prioritizes the service, type of projects and geographic terms you want your firm to highlight
Casey Nifong, Founder & CEO
Mountain Laurel Digital
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