Based on the SEO Periodic Table Developed by Search Engine Land

AEC Publishing SEO: Displaying Content to be Found

Content is one thing—publishing is another. Now that you have high-quality work to publish, you have to make sure visitors can actually find your content. In the Architecture, Engineering, and Construction industry, getting your projects, thought leadership, and good news out there is crucial to reputation, branding, and more.

So how do you make sure your published content gets seen? Visit these five elements to increase your publishing visibility.

Ts: Top Stories

You’ve worked hard to write articles for your website—the last thing you want to do is hide them away! Display your top stories so that visitors to your site can dig in and see your thought leadership for themselves. If your firm publishes under multiple categories, like spotlights, feature articles, and firm news, consider featuring one of each.

Dc: Discover

Content indexed by Google will show up in Google Discover. This is a feed that curates to individual Google users, where Google does the searching for them and presents users with content they may be interested in. While this will happen automatically, your chances of showing up on Google Discover increase by doing the following:

• Provide clear titles that accurately address the content
  
  
• Embed compelling, high-quality images; avoid using your site logo
  
  
• Avoid misleading or exaggerated details in preview content
  
  
• Address timely topics, providing unique insights, or telling a profound story

Av: Archives

Visitors should be able to find all of your work easily. Create an organized archive with sensible categories and filters, whether by date, topic, or both. Much like with the Ts element, you don’t want your hard work to be forgotten or wasted—this is a way to make your articles last.

Ir: Image Required

Images serve as visual hooks for visitors, creating intrigue and even providing clarity on your work. The key to published images is ensuring they are high quality and large while still staying compatible to various platforms and devices. Google recommends that large images be at least 1200 pixels wide. 

Fs: Flexible Sampling

While most AEC firms don’t employ paywalls, this element still addresses the importance and value of previews. Summaries, snippets, images, graphics, titles, and more should all represent your content in the best possible way to snag target audiences. Quality pays off here.

The primary theme of this category is displaying your work. Striking images, correct representation, and mindful organization makes your content easier to find, but make sure that you are also actively displaying your content on your website. If your content does not stand out with a quick skim—if visitors have to dig for it—make it all more available to them. Publish so that visitors can see, quickly and easily, the extent of your brand, business, and leadership.