Go Construct

Improving audience diversity with organic search.

Go Construct's mission is to get more people into the construction industry regardless of their background, meaning diversity is an important factor in their outreach.

Our team are well versed in audience profiling, we know the challenge, that’s why we focused our efforts on organic search.

Organic search can be a powerful tool for reaching diverse audiences. The appearance in SERPs feels much more authentic and in this case helps the brand become a trusted advisor to those seeking out information during their career search. This authenticity can lead to a powerful connection with key audiences.

Here's how we put this into practice. Showcasing two tactical SEO campaigns within our search strategy for Go Construct.

Pride in Construction

During Pride month, Go Construct wanted to highlight diversity and the work of LGBTQ+ people in the construction industry and encourage inclusion.

103% increase

in page views Y-o-Y

Black History Month.

With ethnic diversity in the industry growing, Go Construct wanted to shine a light on the benefits of ethnically diverse workforces. The primary content focus was to educate and inform on ethnic diversity within the construction industry and share stories about the history of ethnic diversity.