NEW WEB PLATFORM FOR SEO STRATEGY
While working with this geotechnical engineering firm, our team discovered that website search engine optimization was no longer possible on the old web platform. The site was losing visibility in major search engines, and we could not add search engine data to the firm’s monthly blog posts.
We recommended a new site platform, through which we could transfer most existing copy, update site design and navigation. We could also add key search terms and meta descriptions to their blog posts — which would help to attract new readers.
In addition to having a functional website, Ground Improvement Engineering wanted to clarify its client descriptions and personalize their experience when visiting the new website. We helped these smart engineers develop a web map that immediately directed Geotechnical Engineers, Builders and Construction Design Teams to information that related to their needs. We also helped the firm develop an introductory video that clarified the firm’s key competitive difference in the market. As visitors move through the site, they gain perspective on the technologies and project types — with recent client testimonials reinforcing their information.
To illustrate the firm’s project reach, we added an interactive U.S. map on the contact page with pop-up images and information about the professional engineers in charge of those locations. This makes it easy for visitors to find the right contact.
Because the website’s blog is an important educational resource about new ground improvement techniques, we made sure that this content transferred to the new site and is optimized with relevant search engine keywords and meta data so that Internet search engines will continue to rank the new website for specific technical terms and topics.
Without an SEO strategy to optimize blog content with the right keywords and meta data, professional blog posts won’t reach key audiences to support lead nurturing.
Because Ingenuity Marketing Group also consults on the social page content for this client, we made sure that any fresh web content is now easy to promote on their social channels, too, with distinct web page URL addresses.
Website Design and Content Results
- Continued analysis and consulting on digital marketing assists Ground Improvement Engineering with keeping its site visible with fresh content. This content educates visitors on the value of new and evolving ground improvement techniques and technologies.
- Consistent click-through rates to blog posts from social media channels increase web ranking. Social posts receive more than 100 impressions (views) per post on average.
- Page navigation is simplified and branded messaging reinforced to communicate the firm’s competitive difference for visitors.
- Blog topics are pitched to industry trade journals, with published articles promoted on the website to position the firm as leaders in their industry.