In the construction industry, many companies believe they can thrive and grow simply due to word of mouth. But you, as a construction company owner, know there is more opportunity to earn revenue online. That is where having a website and launching a reliable construction company SEO campaign can launch your business ahead of your competition.
Your potential customers are online searching for local construction companies. They expect to find someone ready to help them with Google features such as Google Map Listings, Google paid results, and Google organic search results. You need a great website for your construction company to announce your business to your potential customers online.
This article will discuss the importance of SEO for construction companies as a digital marketing strategy.
Importance of a Construction Company Website
We could not dive into the importance of SEO for construction companies without first discussing the importance of a solid website.
Before you can focus on any internet marketing strategy or SEO services, you need to have a website set up for your construction company. A website establishes your business as a credible source online and helps you rank in Google searches.
Your website is the digital brochure you can direct customers to from any business listing or social media platform. It is the first stop in your customer’s journey, so make sure to give them the information they are looking for, such as:
- Who you are (construction company name, logo, tagline)
- What you do (services offered, areas served, project examples)
- How to get in touch with you (phone number, email, address, contact form)
Your potential customers should be able to quickly and easily find the answers to these questions on your website. They will likely move on to a competitor’s site if they cannot.
Simply put, you need a website to market your construction services. But what if your current site isn't doing the job?
You might be wondering why. After all, your competitors have websites that look similar to yours, yet they're getting more customers than you are. You know there has to be a reason for that!
You need to capture your customers the first time they visit your website. And having an attractive website combined with a solid SEO strategy is the way to make these customers yours the moment they first land on your website.
Your Website Should Look Great and Perform Even Better
Having a good website design for your construction company is important because it can help you stand out from the competition. A well-designed website will help you make a good first impression on potential customers. It will also make it easier for them to learn about your company and what you offer.
There are, however, tons of construction companies with attractive websites on the internet. But, the best way to beat the competition is to launch a quality SEO campaign for your construction company website.
Construction company SEO is the most powerful marketing tool to get your company website in front of these potential customers. However, SEO isn't an easy and straightforward job. Let's dive into how you can make your website perform at its best through search engine optimization (SEO).
What is Search Engine Optimization?
Search Engine Optimization is mainly referred to as SEO. It is a long-term marketing strategy deployed to improve a website's visibility and organic search results in google and other global search engines.
There are several ranking factors that come into play when it comes to SEO. These most common are:
On-Page SEO
This involves optimizing your website's design and content for users and search engines. On-page SEO aims to make your website more user-friendly and easy to navigate while also helping you rank higher in search engine results pages (SERPs).
Several on-page SEO factors improve your chances of ranking in search engines such as Google.
Title Tags
The title tag is the text that appears in the browser tab when someone visits your website. The title tag is also used as the default filename for your website's home page. It's important to include your company's name and keywords in your title tag in order to improve your ranking in SERPs.
Meta Descriptions
The meta description is the short summary of your website that appears beneath the title tag in SERPs. It's important to include your company's name and a brief description of what you offer in your meta description in order to entice potential customers to click on your link.
Headings and Subheadings
Headings and subheadings help break up your content and make it easier to read. They also help rank your content higher in SERPs when used with relevant keywords.
Image ALT Text
The image ALT text is the text that appears when someone hovers their cursor over an image on your website. It's important to include relevant keywords in your image ALT text to help improve your ranking in SERPs.
Anchor Text
Anchor text is the text that appears when someone clicks on a link. It's important to include relevant keywords in your anchor text to help improve your ranking in SERPs.
Off-Page SEO
This refers to the factors that are not under your direct control but can still be influenced by your actions. Off-page SEO includes things like backlinks, social media signals, and brand mentions.
Backlinks
Backlinks are external links from other websites to your website. They improve your ranking in SERPs by increasing your website's authority. It's important to get high-quality backlinks from relevant and authoritative websites. An easy source of backlinks to add to your local SEO strategy is through online directories, also known as citations.
Social Media Signals
They are likes, shares, and comments on your social media posts. They improve your chances of ranking higher in SERPs by increasing your website's social media reach. It's important to post quality content that is relevant to your target audience on social media.
Brand Mentions
These are instances where your company is mentioned online without a link being included. They help improve your ranking in SERPs by increasing your brand's online visibility. It's important to monitor your brand's online presence and address any negative mentions.
Technical SEO
This covers the more technical aspects of SEO, such as site speed, indexation, sitemaps, and redirects. Technical SEO is important for ensuring that search engines can properly crawl and index your website.
Site Speed
This is the amount of time it takes for your website to load. Ensure you have a fast website because slow websites are less likely to rank high in SERPs. You can improve your site speed by optimizing images and using a content delivery network (CDN).
Indexation
Indexation is the process of adding your website's pages to Google's index. It's important to have your website indexed because otherwise, it won't show up in SERPs. You can improve your website's indexation by submitting a sitemap and using relevant keywords.
Mobile-Friendliness
Mobile-friendliness is the ability of your website to be used on mobile devices. It's important to have mobile optimization for your website because more and more people are using their phones to access the internet. You can improve your website's mobile-friendliness by using responsive design and compressing your images.
Local SEO
In most cases, developing a local SEO strategy is the best way to rank higher in SERPs for construction companies. Local SEO is optimizing your online presence for local searches.
This is a strategy that helps you to rank higher in Google and other search engines, as well as drive more traffic and sales than before. Local SEO helps you outrank your local competitors, drive more business, and dominate your city.
Let's dive into the main elements of local construction SEO.
Google Business Profile
One of the most important things you can do for your construction company's SEO is to set up a Google Business Profile (formerly known as Google My Business). This free listing allows you to control how you appear in Google Maps and local search results.
To set up your profile, go to www.google.com/business and click "Manage now."
Online Reviews
Another key element of local SEO is online reviews. Construction companies with positive reviews are more likely to rank higher in SERPs and get more clicks and calls from potential customers. Consider this the modern internet marketing version of word of mouth. People trust what other people have to say.
There are a few different ways to get online reviews. The first is simply asking your happy customers to leave a review on your Google Business Profile or another review site. You can also offer an incentive, such as a discount or freebie, in exchange for a review.
Citations
Think of citations as the online version of your business's Yellow Pages listing. They help Google, and other search engines verify that your business is legitimate. By submitting your information to the many online business directories out there, you are generating links from authoritative sites, and improving your organic SEO.
A few of the best citations for construction SEO are:
Keyword Research
The final element of local SEO we'll be discussing is keyword research. Keyword research is the process of finding and using relevant keywords throughout your website to improve your ranking in SERPs.
For keyword research to be effective, you need to use relevant keywords throughout your website, including:
- In the title tags and meta descriptions of your website's pages
- In your website's content
- In your blog posts
If you're unsure which keywords to use, you can use a few keyword research tools, such as Google Keyword Planner.
SEO for Construction Companies
SEO is important because it puts your company in front of consumers who need your service. The more people who can find you that are ready to write a check means more projects for your construction company.
Organic traffic comes to your website from unpaid (or "free") listings on Google and other global search engines. Organic traffic is the most valuable type of traffic because it is highly targeted.
The traffic can come from a blog post, article, location page, or anything that does well in search rankings. Use relevant keywords throughout your website to rank higher in SERPs and get more organic traffic.
SEO is also important for your construction company website because it can help you improve your website's usability. Making your website more user-friendly will improve your chances of ranking higher in SERPs and getting more organic traffic.
Here are a few tips to improve your website's SEO and usability:
- Make sure your website is mobile-friendly.
- Use easy-to-understand language.
- Avoid using too many technical terms.
- Use short paragraphs and sentences.
These people are already interested in what you offer and are simply looking for someone to provide it to them. The problem is that organic traffic is also the hardest to get.
This is where SEO comes in. Optimizing your website for search engines can improve your chances of ranking higher in SERPs and getting more organic traffic. There are many benefits of SEO for your business. Here are some of the most important ones:
- Get more traffic to your website.
- Improve your website's conversion rate.
- Build trust and credibility with your audience.
- Stay ahead of the competition.
- Generate leads and sales for your business.
- Save money on marketing costs.
- Reach new markets and expand your business.
- Improve the user experience of your website.
- Increase your brand awareness and build your brand identity.
- Create valuable content for your audience.
Construction companies that don't invest in SEO are missing out on a valuable opportunity to reach more customers, generate leads, and make sales. SEO is not a one-time effort, it is an ongoing process that takes time and consistent effort to see results.
However, even a basic understanding of SEO can help you see results and make progress in getting your construction company website seen by potential customers.
What are Search Engines looking for?
No one knows the exact algorithm behind Google and other search engines (regardless of what an SEO company may tell you), but we do know that they are looking for a few key things:
Relevancy
A search engine first wants to know if your website is relevant to the user's search query. They want to match the user's intent. They do this by looking at the content on your website and comparing it to other sites that are also ranking for the same keywords.
Authority
Domain authority is a term that was created by SEO companies to describe how well a website is likely to rank in SERPs. It's not something Google formally recognizes, but it is a metric that most SEO services and digital marketing companies use to measure how well a site will perform.
What we know is that Google looks at the number of backlinks (links from other websites) that point to your website to measure your website's popularity. The more backlinks you have, the more trustworthy your site appears.
User Experience
Finally, a search engine wants to know if users will have a good experience on your website. They do this by looking at things like your website's load time, if it is mobile friendly and site structure.
Google's Core Web Vitals are a direct ranking factor that can give your company insights on how your construction SEO is performing. The three elements of Google's Core Web Vitals are:
- Loading: Largest Contentful Paint (LCP)
- Interactivity: First Input Delay (FID)
- Visual Stability: Cumulative Layout Shift (CLS)
You should focus on improving all three of these elements to give your construction company the best chance of ranking in SERPs.
How are people searching for your construction company?
The most common way to find information online is using search engines like Google, Yahoo, and Bing.
Search queries are the most important factor when it comes to SEO. They're what your potential customers are searching for and what you can use to direct them to your website.
When you type in a search query, these engines return a list of websites that they believe are the most relevant to your query.
When it comes to SEO for your construction company website, it's important to consider the types of search queries people might use to find your business.
Search queries can be navigational, informational, or transactional in nature, depending on the type of business you have and what kind of information people are looking for when they search online.
Navigational search queries
Navigational search queries are when someone knows the specific name of a company. For example, "Bison Construction."
It's important here to have a great presentation on the search engine results page. This means having a well-optimized website and an active Google Business Profile that appears in the right-hand side panel when people search for your company.
In this case, you can attract more attention to your company by using your company name as an anchor tag on your home page or any other relevant pages. This will tell Google that you want your company name to be a strong ranking factor.
An anchor tag is an HTML element that allows you to assign a hyperlink to a section of text. When someone clicks on the text, they'll be taken to the page you've linked to. Anchor tags are often used in navigation menus or footers so that people can easily jump to specific sections of a website.
We mentioned earlier that word of mouth is how many local businesses, in this case, construction businesses, rely on finding potential customers.
Well, if we still haven't convinced you yet that construction company SEO is important, imagine this. If someone does learn about you and makes a navigational search query for your construction business, and they don't see you at the top of search results or your business profile is incomplete, it does not look good for you.
Informational search queries
Information-based searches are when people look for information on construction topics, like "How do I fix foundation cracks?"
Using keywords in the title tag and content body is one way to help Google recognize what is important to discuss on the webpage.
Additionally, having strong calls to action that guide potential customers to helpful pages or valuable content (whitepapers, case studies, eBooks) will help Google understand what visitors find valuable on your website.
Creating content for informational search queries can be challenging. Here are some suggestions for generating content for such searches:
Write blog posts
One way to generate informative content is by writing blog posts on construction-related topics. A great way to develop ideas for blog posts is by looking at the most popular search queries related to your business and addressing them in your content.
Creating blog posts that answer common questions can improve your website's SEO and attract valuable traffic from leads interested in your services.
Blog posts have been a part of SEO for construction companies for years. Many people have stumbled upon a construction website just looking for answers to simple problems are their house. If you can be the one to provide these answers, you'll have a valuable relationship with that person moving forward.
Compile a list of frequently asked questions about construction and answer these questions
Similar to blog posts, another way to generate informative content is by compiling a list of frequently asked questions (FAQs) about construction and answering them on your website.
By providing clear and concise answers to common questions, you can show your expertise in the industry and improve your website's SEO. Additionally, FAQ pages can be a valuable resource for leads in the beginning stages of their research and looking for more general information.
Creating an FAQ page is a great way to start if you want to improve your website's SEO. However, it's important to ensure that your answers are clear, concise, and accurate. Additionally, optimizing for FAQ Schema can help your web page appear in rich results, improving click-through rates and attracting more leads.
To attract attention for informational search queries, it's important to include your location in titles, alt tags, and throughout the content on your website.
Additionally, claiming and optimizing your Google Business Profile listing can help you show up in local search results—and may even earn you a spot in the coveted "Local 3-Pack."
When visitors spend more time reading content on your website and navigating to other pages, this will also signal to Google that visitors are finding value in your content.
Transactional search queries
Transactional searches are when people want to buy a product or service, like "carpenter near me" or "best home builders in Chicago."
Including pricing information and using eCommerce platforms can help Google understand that your website offers a product or service that people can purchase.
Using transaction-oriented keywords in titles and throughout the content of your website will also help Google know what your webpage is about and where to rank it in search results.
Optimizing your site for all three types of queries is important to get more traffic and leads from your construction company website.
This means having informative articles that answer common questions. Also include your business name, address, and phone number on every page, and make it easy for potential customers to get in touch with you to request a quote.
How do you know if your construction company website needs SEO?
If your website is not appearing in the search engine results pages (SERPs) amongst other construction companies, then it's certain that your site would benefit from SEO.
You can use a free tool like Google Search Console to see how often your site appears in the SERPs for your target keywords. If you're not appearing as often as you'd like, then it's time to start working on optimizing your site.
SEO is an ongoing process, so it's important to monitor your site's performance regularly and make changes as needed. However, even small improvements to your site's SEO can greatly impact your traffic and lead generation.
SEO is an important part of any construction company's online marketing strategy. Optimizing your website for search engines can drive more traffic and leads to your business.
We've discussed some tips for improving your SEO that will help your site rank higher in the search engine results pages. We've also talked about how to use Google's Keyword Planner tool to find keywords related to your business and include them throughout your website content.
SEO is a complex and ever-changing field, but it’s crucial for construction companies that want to attract local customers. The tips we’ve shared in this article are a great starting point, but they should be considered just that – a starting point.
If you want to stay ahead of the competition and ensure your website is ranking high for relevant keywords, you need to continually invest in your SEO strategy. It can be important to partner with an SEO company that can help you navigate the ins and outs of construction SEO and create a custom SEO strategy.
That’s where our team can help. We are a digital marketing agency that offers SEO services to blue-collar tradesmen. If you are interested in a free consultation so that we can get to know your business and create an individualized plan tailored specifically for you. Contact us today to get started!
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