Time to Rethink Your Internet Strategy?

Most manufacturers of "specified construction product" have an Internet focus on either Google organic (free) listing placement through SEO or using Google AdWords, or a combination. Many firms appear to be more focused on their Internet strategy than developing relationships with specifiers and architects.

Earlier this year Google made a major design change to their search page results, reducing the number of ads shown and changing the ad placement. These changes affect "highly commercial desktop" searches which includes most "specified product" manufacturers. The right side ads have been eliminated and product listing ads appear on the right side. [See below screen shot] This is in addition to Google's continuing focus on local search results as compared to national search results.

I project the following impacts for "specified product" manufacturers

A drop in the number of organic (free) referrals from Google as your organic listings are pushed lower on the page or onto following pages (lesser viewed pages) after the first page.
An increase in the cost per referral of Google AdWords programs for the 4 top listings and 3 bottom ones with increased competition with fewer ads per page. The total number of ads on a search page dropped from 15 or so to 7.
Increased bidding for key words against distributors with increased cost per referral for paid referrals.
With Google's focus on local results in searches, SEO may not be effective for products specified on a commercial and institutional projects.

Here is more information:

https://www.wordstream.com/blog/ws/2016/02/23/google-kills-side-ads-more-data

Doing a search for steel doors - I am near Salt Lake City - click for full sized image - opens in new tab. The product listing ads are the ones on the right side.

Search results on the visible results focus on local suppliers - the Renewal by Andersen ad is by local installer not Andersen the manufacturer.

Thermatru and Masonite are the only "manufacturers" on second screen, several more manufacturers on the third screen. More more on additional pages.

I make a distinction between a manufacturer and a distributor in the 4specs listings, listing only the primary manufacturer, even though some distributors may manufacture some minor items they sell. This can be a fuzzy distinction due to toll manufacturing and a primary manufacturer reselling some specialty products made by another manufacturer.

The top ad in the image is from http://www.usafiredoor.com/ - I spent some time looking over their website before deciding they were a distributor and not a manufacturer - although they may manufacture some minor things. I would expect an architect to select their products for their design due to visiting their website based on the ads in Google.

Try searches for your keywords in your region and as you travel to see different areas. Use different computers or private modes as Google probably can link your computer to your company.

As a manufacturer of "specified" commercial and institutional products, we suggest your increasing your efforts with the specifier and project architect.

Exhibit at local CSI chapter shows and dinners when available
Attend local CSI dinners - your local reps and distributors and when you are traveling. You can identify chapter dinner dates from the CSI website
Mail postcards showing your product uses as a continuing reminder - here is how to identify the specifiers
Print advertising for products with visual impact to architects and designers
Suggest to architects and specifiers they use 4specs as their Internet design library

In other words, back to traditional sales and marketing.

Feedback, comments and suggestions always appreciated.

Colin

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Colin Gilboy
Publisher - 4specs
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