There’s a high probability that you don’t know what a SERP is unless you’ve been into online marketing for a while. There’s also a high probability that you aren’t aware that your SERP is failing your construction business. As a construction marketing consultant, it’s my job to educate you on the ins and outs of marketing as you try and develop your construction marketing plan. Today that brings me to this explanation of SERP and how yours is failing your business.
The Acronym SERP is Jargon in the Marketing World
Every group of professionals creates their own specific phrases over time. You probably have to stop and explain certain things to people along the way while you’re talking in terms that you easily understand. Not everyone understands some of the things you’re talking about until you break it down because they’re not around builders enough to pick up on the jargon. It’s the same in marketing lingo.
SERP is an acronym for Search Engine Results Page, and here’s a better description of what exactly that is:
- You open your browser (Chrome, Firefox, Internet Explorer, etc…)
- You type in the name of your favorite search engine (Google, Bing, Yahoo, Ask, etc…)
- You search for something using words you think should provide the results you need (keywords if you will).
- You receive the results from your keyword search.
That page you see when the results of your search are displayed is the search engine results page (the SERP). Page one is full of companies run by people who understand marketing and do what it takes to keep their website at the top of the rankings. You’ll likely see several “Sponsored” websites as well. Those are the people who have paid the search engine to display their information first.
Page two is usually comprised of the people who try pretty hard to market their company, but don’t really understand the proper use of keywords. Their websites are probably pretty good, but again, they just don’t have a proper marketing plan in place.
Wait… do you usually go to page three looking for what you want, or do you stop at one or two and do another search using different keywords? Most people stop at page two and never go any further.
See why SERP and a construction marketing plan are important to your construction company, now? Your website probably isn’t being seen by very many people if they have to venture past the first page or two.
Creating a Budget for Your Online Construction Marketing Plan is Important
A lot of people want to throw all of their advertising money into print ads in the Yellow Pages and other circulars, audio ads for local radio stations, and television commercials. While these are still valid spots for advertising, too many people skip or skimp on online marketing. They believe that construction marketing consultants are only out to take their money and provide little in return, or construction marketing services may not provide the results they pay for.
Yes, there are consultants who promote themselves as “marketing gurus,” but those people are not usually the ones you need to give your hard-earned money to. My focus as a construction marketing consultant is to teach you the proper ways to develop a construction marketing plan so that you can do it yourself. I’ve said several times that I want you to get to the point where you don’t need me.
I spend my time focusing on very precise aspects of your construction business. I want to help you rank on page one SERP for one to three specific services from your services menu. I want you to become familiar with social media marketing, blogging, and developing a construction marketing plan that you can work with and improve on from year to year.
Give me a call at 215-740-2713 or use the contact form on my construction marketing services site and let’s get your business noticed online by people doing local searches. I’ll work with you to develop a plan that you can stick with.