Skip to content
PromotEdge

Home World of Marketing SEO for building materials

World of Marketing · SEO

SEO for a long buying journey

Buyers of building materials take weeks, ask many people and trust the maker before they enquire. Who this is for: Makers of building materials and panels who want buyers to find them on search.

By PromotEdge Strategy TeamPublished 3 Nov 20267 min read

Since 201565+ in-house team1 office in Kolkata · 5 team bases
The short answer

What changes when buying is slow?

A building material is not bought on impulse. The choice takes a long time, several people have a say, and buyers must trust the maker before they enquire. So the SEO (search engine optimisation) plan has to help each of those people find clear, checkable pages at each step. This guide shows a sample plan. It is a sample and not a result.

Key takeaways
  • In a long buying journey, several people check the maker before one of them enquires, so every page must answer a question each of them has.
  • Fix the site first: structure, speed, broken links and a working phone view. Content cannot rescue a slow or broken site.
  • Judge the plan on search clicks and positions, and on enquiries in your own record, not on rank alone.

Need this done for your business? A strategist can call you back in one working day.

Ask for a call back

Say a maker of aluminium composite panels (ACP, the sheets used on building fronts and signs) has been in the trade for years and is known to its dealers. Buyers who do not know the name search for the product and the use. If the site does not appear for those searches, the maker is missing at the very start of the buying journey.

The sample below comes from the shape of our work with a building materials brand. No client is named and no figure is quoted. For the industry view, see our digital marketing for building materials page and our guide to SEO for manufacturers.

/ 01 The problem and the work

Four problems and what we do

A sample plan. The work changes with the site.

ProblemWhy it hurtsWhat the plan doesWhat you check
Tough competitionMany known brands sell the same panelsPick the searches where buyers compare and choose, and write for themPositions for those searches
Technical problemsA slow or broken site loses buyers and search enginesFix structure, speed, canonical links, the XML sitemap and broken linksPages that load and are crawled
Thin contentPages say little about the product or its useWrite pages around real buyer questions and the industry's own wordsPages published and searches they appear for
Low trustA buyer wants proof before enquiringEarn links and mentions from reputable sources; show clear specificationsLinks won and enquiries received

Why a long buying journey changes the plan

Many people, many questions. An architect looks at the look and the specification. A dealer looks at supply and margin. To plan SEO for a long buying journey, see our SEO services in India. A contractor looks at fitting. An owner looks at price and life. A site that speaks only to one of them loses the others. Each needs a page that answers its question in plain words.

Trust comes first. Buyers of building materials must trust the maker before they enquire. Clear specifications, honest use cases, and sources they know all help. Good organic visibility (visitors who find you on search engines without paid ads) lets these buyers find the brand on their own.

A sample plan

Month one: audit before writing

We would audit the site first to find what holds it back. That covers website structure, speed, canonical issues, the XML sitemap, broken links and how the site works on a phone. Until these are fixed, visitors and search engines keep having a poor experience. The audit becomes the plan.

Content marketing

We would list the high-volume searches that match the business, then rewrite and add pages around them, in the words buyers use. Our content marketing work follows the same rule: one page answers one question well.

On-page work

On-page work covers meta titles and descriptions, headings, and keywords placed so that each page matches what searchers want. It also covers site structure, so a buyer can move from a product to its use to the next step.

Earning backlinks

Backlinks are links from other websites to yours. Links from well-regarded sites add to a site's value and bring better leads. They are earned through off-page SEO work such as guest articles, PR (public relations, meaning news coverage) and taking part in industry forums. Quality matters more than number.

Technical SEO

People expect a site to load fast, and many leave if it is slow. We would work on speed, keep the site secure, and check structure, canonical issues, broken links and pages that search engines have not crawled. See our technical SEO service.

What the work is meant to improve

  • More organic traffic, through keyword mapping and content written for the right searches.
  • Better visibility in search results, so more of the target buyers know the brand.
  • More trust, because content and links help the maker look like an authority in its trade.

A word of care. These are aims. A sample plan does not promise a rank or a number. Ask any agency for the numbers it will report each month and the date it will report them.

Takeaway

Organic marketing works best when the company and its agency work on it together. For a long buying journey, run technical SEO, on-page SEO, off-page SEO and content marketing side by side. See SEO services for how we work, or start with a free growth plan.

Common questions

Short answers. For anything else, call or WhatsApp us.

  • Buyers do not decide on impulse. The choice takes a long time, and several people have a say. Buyers must trust the maker before they enquire, so your pages must answer each person's question in plain words.

  • Fix the base: site structure, speed, canonical issues, the XML sitemap, broken links and the phone view. Content helps little on a slow or broken site.

  • A backlink is a link from another website to yours. Links from well-regarded sites add to a website's value and bring better leads. They are earned through guest articles, PR and taking part in industry forums.

  • Organic means visitors who find you on search engines without paid ads. Organic sessions are visits that come from search.

  • No. Rank depends on many things outside any agency's control. A sound plan sets aims, names the numbers it will report each month, and shows the work done.

Sources and method

This guide has no outside source. The problems, the steps and the checks are our own working method, written as a sample. No client result is quoted.

  • The plan is a sample and not a result.
  • Made-up examples begin with "Say a".

The sample plan is drawn from the shape of our work with a building materials brand. No client is named and no result is quoted.

What people say

What clients say about PromotEdge

Brands we have worked with

  • Sai Angan
  • Rupa Peekaboo
  • Tea Junction
  • Zandu Vigorex
  • Fox & Mandal
  • Veedol
  • Tata Efee
  • Avadh Sugar & Energy
  • Taj Cement
  • Weichai
  • Rerasathi
  • Honest AI
  • Walton
  • Supertron
  • Balrampur Foundation
  • Fine Organics
  • Kopran
  • Bengal Aerotropolis Projects Limited
  • FIVB
  • Hanumanta Foods
  • Linc
  • Nitya Gold & Diamonds
  • Novozymes
  • PSPL
Fine Organics
“PromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. The result was both aesthetically pleasing and usable. PromotEdge continues to support us and our ever-growing and very demanding wish list. We hope to grow this relationship beyond website design and into content development. I am confident that PromotEdge's team will continue to guide us in delivering product content to our global customers, making the website an important tool for product awareness and lead generation.”
Bimal ShahBimal ShahExecutive Director at Fine Organic Industries LimitedManufacturing
Rishta Foods
“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!!Saurav is one of the most open person I have come across who is ready to speak abt the elephant in the room , that no body wants to talk about !”
Harsh GuptaHarsh GuptaManaging Director at Rishta FoodsFMCG
iLead
“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. I extend my gratitude to Benjamin and the team for their dedication and hard work, which has resulted in a new, fresh-looking site that perfectly meets our expectations.”
Mom MitraMom MitraMarketing Head at IleadEducation
ABP Education
“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease.I would like to especially thank the creative development team, the digital strategy team and above all the servicing team with whom I have worked in close association with, for their all-round support. I wish you all the best in your upcoming projects and I look forward to collaborating with you in future as well.”
Satabdi SahuSatabdi SahuLead - Brand and Content at ABP EducationEducation
Brahmaputra Volleyball League
“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team.When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day.The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us.This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge.And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work.So happy and compliments to the team -- Sayantan and PromotEdge team.Thank you.”
Abhijit BhattacharyaAbhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball LeagueSports
FIVB
“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan).I would like to give you a brief detail. So when we started this project, we had a good discussion with them. And personally, I feel PromotEdge is kind of a one stop solution for us. So basically, they provided us the whole storyboarding regarding the digital assets and how we can use those with our ambassadors programme.They helped us a lot to structurize the whole concept from our side. So in fact, there were a lot of great ideas they provided, guiding us...what we should do and what we should not do in this regard.And the best part was that they were very clear from there, from the whole blueprint. So they understood our request from the proposal and then accordingly they executed it.”
Hitesh MalhotraHitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVBSports
A Buyer's Choice Home Inspections and MACJ logo
“I've known PromotEdge for quite a few years. PromotEdge is passionate, knowledgeable, and destined for success. What stands out is their positivity, energy, passion, and innovative thinking. They bring a warm presence to their work. Best wishes to PromotEdge.”
Mahendra SurekaMahendra SurekaFounder & CEO at India MACJ - A Buyers Choice Home InspectionsReal estate
Birdman Chemeng Pvt Ltd.
“PromotEdge has been a unique creative group amongst unique creativity world. Approaching, analysing, understanding the deliverables with ethos and transferring the same into a spellbound creative identity, just cut out for clients’ requirement are signature values of the team. A huge ROI, thy name is PromotEdge.”
Rajat ChatterjeeRajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.Manufacturing
Magik Lighting
“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraRahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik LightingElectricals
Shyam Metalics Group
“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. Within weeks, we had noticed an increase in performance and they continuously worked on adapting to a new strategy if required to get the maximum mileage for us based on our requirements. A big thank you to their team, and I would highly recommend them to anyone who is considering growing on their Digital Space.”
Shubham GadodiaShubham GadodiaDeputy Brand Manager at Shyam Metalics GroupSteel and metals
Unimark Group
“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them.The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions.Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems.…”
Anish Basu MallikAnish Basu MallikMarketing Executive at Unimark GroupReal estate
Prime Volleyball League
“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think it help not just the Kolkata Thunderbolts but its really helped me because in the East there was at least one Team that looking very well promoted and branded. Thanks guyz, well done.”
Joy BhattacharjyaJoy BhattacharjyaCEO at Prime Volleyball LeagueSports
“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team […] comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.”
Hardeep SinghHardeep SinghMarketing Consultant
TATA Metaliks
“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”
Medha SharmaMedha SharmaStrategic Head at TATA MetaliksSteel and metals
Nitya Gold & Diamonds
“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaPriyanka GuptaDirector at Nitya Gold & DiamondsJewellery retail
Utkarsh India
“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. Their uniqueness lies in their hands down knowledge of delivering the strategy and communication needed for the hour. A practical approach to ensuring return of investment has been the day one mantra. An advisory to an executionist, the systematic approach by team PromotEdge has been the impeccable.”
Bobby SrinivasBobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh IndiaSteel and metals
PRAN-RFL Group logo
“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory.As a client, we found PromotEdge very professional and dedicated towards any project assigned to them.Most importantly, They have a bunch of energetic young people who always think from clients’ point of view and come up with the solution which is appropriate for them.I would personally refer PromotEdge to those who want creative and contemporary work.We wish PromotEdge a successful journey ahead.”
Sharif Rezwan KabirSharif Rezwan KabirBrand Manager at PRAN RFL GroupFMCG
“It’s a great way to be back at PromotEdge. I had a great time working them in Kolkata Tunderbolts doing the Volley Biswas character and they all are like good friends like family Saurav Bhaiya, […], and as I speak, I see Sayantan da walking in. HA HA! But it’s been a great experience I am glad to again meeting them and being here at the PromotEdge. Make Calcutta relevant again.”
Priyam GhosePriyam GhoseContent Creator
“I had a great time in Kolkata, I met entire PromotEdge team and they are amazing. Design language that they follow is crazy, the copywriting is crazy. I think they are one of the best digital marketing agencies, not just in Kolkata, entire eastern region and I think brand should not leave the chance to interact with these guys, make stories together.So, if I had something here, I would have definitely collaborated with them and worked. Now is the time, I mean it’s not even a question whether digital is important or not you don’t have an option today. Go digital work with PromotEdge and create your brand stories. Thank You.”
Manish PandeyManish PandeyConsultant & Coach to Content Creator
“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team).Sayantan and his team is providing you to see this video.I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.”
GibaGibaBrazilian Former Volleyball PlayerSports
Read all 20 testimonials
Talk to us

Want help with this?

Leave your name and number. A strategist calls you back in one working day.

  • One page, six answers.
  • Where the growth is, what to say, which channels.
  • A starting budget, quick wins, what to measure.
WhatsApp us

Free. No obligation. You can take the plan to another agency.

We use these details only to reply to you, by call or WhatsApp. Privacy policy.

Or call us: +91 98366 39955