Web-based Marketing Strategies for IAQ, EH&S and Environmental Companies

PRLog (Press Release) - Jul. 11, 2012 - An IAQ or environmental company can have the best website imaginable, but if no one visits it is it even worth having?

Conducting a search for the word “mold” on Google today came up with 120,000,000 results.  Results for the word “asbestos” came out to 7,110,000, “mold remediation” was 1,450,000 and 18,000,000 for “HVAC”.  Those are huge numbers so if a company is selling a service or product related to one of these keywords, or virtually anything else, how do they stand out from the seemingly endless number of online entries.  

Companies have to understand how search engines, and today that primarily means Google, work.  When a potential customer sits at a computer and types in a word(s) for a Google search they are instantly given a tremendous list of choices that Google has brought to them.  For Google to provide these links they perform three primary processes which include:

Crawling – This is the process by which the search engine finds new and updated pages to be added to their index.  For Google, the program is known as Googlebot, which analyzes billions of web pages.  It detects links on pages, new websites, changes to existing pages and dead links.

Indexing – Once Googlebot has processed the pages from crawling it compiles an index of all the words and their locations on a page.  Additionally, it will process information found in content tags and attributes.

Serving – During a Google search the most relevant pages are shown from the massive index compiled by Google.  There are over 200 factors that determine which web pages are most relevant.  One of these important factors is known as “PageRank” by Google.  According to the company, “PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site's PageRank. Not all links are equal: Google works hard to improve the user experience by identifying spam links and other practices that negatively impact search results. The best types of links are those that are given based on the quality of your content.”

“Having a website designed so that Google can efficiently crawl and index it is a critical step for it to be ranked high enough to be found during internet searches by potential customers,” reported Paul Cochrane from Cochrane & Associates, LLC.  “Understanding these functions is just one component of SEO, but they are a key component to ensuring the success of any website.”

IAQ and environmental industry professionals and associations can learn more about marketing and public relations by visiting http://www.cochraneassoc.com & http://www.IAQTV.com, emailing info@cochraneassoc.com or calling (602) 510-3179.

About Cochrane & Associates, LLC
Cochrane & Associates is a business development, public relations and marketing consulting firm that specializes in the environmental, mold and indoor air quality industries. The company has worked with many of the industries’ leading institutions and companies.  They are also the innovators behind the IAQ Video Network.