Independence Construction Materials is a major supplier of asphalt and aggregate products for road building and other infrastructure construction projects in the Mid-Atlantic region. ICM had a website, but it was old and had not been optimized, so it did little to bring in new business.

New ICM website.

New ICM website.

ICM and its parent company, American Infrastructure, wanted to change that, and quickly, so as not to miss the peak selling season. They challenged Hollister Creative to develop a new website that would employ search engine optimization (SEO) to attract prospects, provide site visitors with an efficient shopping experience – and go live ASAP.

Here are three tips on SEO for this type of website:

  1. Use specific product terms. If you sell products, don’t just state the product categories; also break out subcategories and list specific product names. For example, if you sell toys (category), your subcategories might include dolls, action figures and board games. Under board games, don’t say you sell “many different versions of Monopoly,” say you sell Classic Monopoly, Pirates of the Caribbean Monopoly and Lord of the Rings Monopoly.

    Old ICM website.

    Old ICM website.

  2. State all location references and use maps. If your business has multiple locations, don’t just give the street addresses. Reference each location in every way a person might search for it. Include the zip code, the county and any region name that might apply, such as Main Line or Eastern Shore. Use Google Map Maker to create a map for each location with a marker pin for the address. And create a Google My Business listing for each business location.
  3. Cross reference products with locations. On each product page, list the locations where that product can be purchased and link each location name to the appropriate location page on the website. Likewise, on each location page, list the products sold there and link each product name to the appropriate product page. This way, search engines “see” Pirates of the Caribbean Monopoly and Bryn Mawr, PA together and “know” that page is a good match for a person in the Bryn Mawr area who wants that board game.

Have a creative challenge? Let Hollister Creative help you find the best solution. Email Kim Landry or call 484.829.0021. 

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