SEO is one of the best ways to get your construction business more leads, but it’s also complex, and it can be overwhelming to know where to start.
If you’re ready to venture into the world of SEO, we have a guide here to cover the foundation and provide some actionable tips.
If you have questions or are looking for a trusted partner to develop a custom strategy designed to attract more organic traffic, we can help!
SEO, or search engine optimization, is the process of improving the ranking of a website on search engines. The higher the ranking, the more likely people are to find the website. And when you have more site visitors, you get more leads, and more improve profitability. There are many techniques that can be used to improve rankings, including on page optimization, technical SEO improvements, and link building.
SEO is one of the most effective ways to reach potential customers who are looking for construction services online. When your website is ranked high on search engine results pages, it means that your company is seen as an authority in the construction industry. As a result, you will get more leads from people who are looking for a construction company they can trust.
SEO is also relatively cost effective. Sure, you’ll have to hire someone to create web pages if you don’t want to do it yourself, but unlike with paid ads, you won’t have to pay per click.
SEO strategies vary, and there is no one size fits all approach for every construction company website. That being said, most digital marketing efforts involve the following SEO efforts:
Technical SEO is the process of improving the visibility and ranking of a website by optimizing its code and structure. The goal is to make it easier for search engines to crawl and index the site, which leads to higher rankings and more traffic. Technical SEO improvements can be made on both the frontend and backend of a website. Think about technical SEO as your foundation. You want to build on a solid base, not one with any issues.
On page SEO is another important part of any successful search engine optimization strategy. It involves optimizing the content, structure, and design of a website in order to achieve higher rankings on SERPs (Search Engine Result Pages). On page (or on site) SEO includes optimizing the titles and headings, meta tags, content, images and videos, and more.
Off page SEO is the process of acquiring quality backlinks that point back to your construction site. Backlinks are like digital votes that show search engines your site is trustworthy and relevant. Quality backlinks can be acquired through link building, guest blogging, and more.
Keywords impact your SEO rankings, so it’s important to pick the right ones. These will inform every blog post and page you create.
So how do you choose the right keywords for your construction company? Think about the phrases that potential customers would use when they’re searching for what you offer. Look at the keywords your competitors are targeting and create a list of relevant keywords related to your services. Once you have your keyword list, use Google’s Keyword Planner tool or another keyword research tool to see which terms have the highest search volume and the lowest competition.
Keyword research tools like Google Keyword Planner, SEMrush, and Ahrefs are invaluable when it comes to SEO. These tools help you determine which keywords have the highest search volume in your industry and compare them to each other so you can see which ones will give you the best results. They also provide data on related topics that could be useful for other content marketing efforts.
Once you have your keywords, you can start optimizing your website for those terms. Make sure to include the right keywords in titles, headings, and meta descriptions of each page on your site. You should also create quality content that includes these keywords and link out to other sites with relevant content.
Title tags are one of the most important pieces of on-page SEO. They tell search engines what a page is about and help to determine its rank in search engine results pages (SERPs). A well-written title tag can also increase click-through rates (CTRs) from SERPs.
There are a few things to consider when writing title tags:
The right meta description can make a difference in your click through rates. A meta description is a brief summary of the page content that shows up in search engine results.
Consider the following:
Internal links connect different pages on your website, which can help improve SEO rankings. They also help users find information on your site more easily, and can encourage them to stay longer on your page.
Including internal links is easy – just include a hyperlink in your content that points to another page on your site. Make sure the link is relevant to the content you’re discussing, and use keyword-rich anchor text to make it even more effective.
Adding alt text to your images is a great way to improve your SEO ranking in image results. Not only does it help people who are visually impaired, but it also tells search engines what the image is about. This can help your website rank higher in search engine results pages (SERPs).
Including relevant keywords in headings and content is an essential component of any successful SEO strategy. Doing so helps search engines understand the content of your webpages, and it can also help you get noticed by potential customers.
When it comes to adding keywords to headings and content, the goal is not to simply stuff keywords into text and hope for the best. Instead, focus on using them naturally so the content still reads well. Additionally, try to use related terms and synonyms for more comprehensive coverage of your topic.
Technical SEO for construction companies focuses on the structure of your website, including how it’s coded and organized. This helps search engines find and index your pages so they can appear in SERPs. A technically sound sight also encourages visitors to stay on the web page.
A technical audit is the best way to identify any issues with your website’s code and organization. This can help improve the speed and performance of your website, as well as make it easier for search engines to crawl and index.
If you haven’t already, make sure to submit a sitemap to Google Search Console so they can better index your pages. It’s a good idea to routinely check your sitemap for errors, too.
Images are an important part of any website, but they can also negatively affect your SEO ranking if they aren’t optimized correctly.
In order to get the most out of your images, follow these best practices:
Broken links can lead to a poor user experience, which in turn hurts SEO rankings. Make sure to review your website regularly and replace any broken links with functioning ones.
Even the best SEO campaign will fall flat if people visit a website that loads slowly. Google is also prioritizing Core Web Vitals more than ever, which categorizes user experience factors like loading speed. You can learn more in Google Search Console.
Search engines prioritize websites that are optimized for mobile devices, so make sure yours is up to date. This includes making your pages load quickly, having a user-friendly interface, and using responsive design elements. It isn’t just about mobile optimization for SEO. Most searches happen on phones!
Most residential and commercial construction companies rely on local jobs. Because of this, local SEO is extremely important for Google and other search engines.
When you implement your on site SEO strategy, make sure you’re creating content like service pages around local keywords. For example, if you’re a construction company in New York City, focus on creating content around “residential construction services in NYC” and other relevant local terms.
You should also include those local keywords in your headings, URLs, meta descriptions, and other areas of your website. This will help improve your organic SEO and get you noticed by potential customers searching for construction services in your area.
Your Google Business Profile is a powerful tool for local SEO. Best of all, they’re free to create! Make sure to include your address, phone number, website URL, and other important details accurately on your profile. Additionally, don’t forget to upload images, write a description of your services, and add categories that are relevant to your business.
You should also encourage positive reviews from your customers to boost online credibility and local rankings.
Local citations are another great way to boost your local SEO. You can create business listings in local directories such as Yelp, Yellow Pages, and Angie’s List. These citations will help your construction business stand out in the top search engine results for targeted keywords related to your services.
If you’re competing against other local businesses, you may also be considering paid ads versus SEO. While paid ads can be effective and bring in new visitors quickly, they require a steady budget and don’t provide the same long-term benefits as SEO.
Construction companies can use paid ads to attract more customers. The most popular platform for local businesses is Google Ads. With this tool, you can create campaigns, optimize bids and budgets, and track the performance of your ads.
Unlike SEO, you’ll be paying per click. Your ads, however, will show up above organic search results which helps improve visibility.
While you can get paid ads up and running quickly, SEO takes time before you start seeing results. It is a long-term strategy that requires content creation, keyword research, technical optimization and link building. But over time, the benefits of SEO will outweigh any short term gains from paid ads.
To show up in Google Maps, you’ll need to make sure you have a Google Business Profile that’s updated with your business name, location, hours, and more.
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