What is SEO For Construction Companies?
A potential customer doesn’t always go directly to your website. Did you know that about 46% of your customers start with Google when investigating a product or service?
If you have a construction company website, you may have just built it for the sake of having one. But have you ever thought of your website’s performance online at drawing in customers?
This is where SEO for construction companies comes into play. SEO stands for Search Engine Optimization. The main goal behind SEO is to boost your website’s ranking and performance on Google, driving qualified traffic to your website who buy your construction services.
Even if you’ve never heard of or paid attention to SEO, your website by default has an SEO score. Don’t you want to know what yours is?
Why SEO is Important For Your Construction Company
Having solid website SEO helps your website and your construction company perform better.
By having more people driven to your website, you have the opportunity to make more sales and revenue from organic search results. Search engines help people solve problems. Why not position your business online as the solution?
Over 50% of search traffic is organic (ie: Not relied on paid ads, social media etc). By not investing in SEO, you’re losing out on a considerable amount of potential clients.
How SEO Works
SEO for construction companies works similarly for other businesses. At the end of the day, you’re trying to obtain high-quality traffic to your website with the intent to book services from you.
There may be a few nuances to the construction industry that your industry experience can help with. For example, your construction business likely has a B2B and a B2C side. For instance, your target audience would be much different for residential construction projects versus commercial projects for building developers, offices, or other businesses.
SEO is considered a marketing channel. Coming up with a marketing plan to target specific people and/or businesses will give you a solid foundation for moving forward with your SEO strategy.
SEO is broken down into three main categories: on-page, off-page and technical SEO.
This is regarding the content on your website. Your page headings, titles, meta descriptions, product/service descriptions, and keyword choices/density are all examples of on-page SEO. Google and other search engines want to ensure your page is relevant to the person asking the search question.
On-page SEO is fairly straightforward to change, as long as you - or someone on your team - have experience using your website’s CMS (content management system).
Off-page SEO refers to elements that aren’t on your website but contribute to SEO performance. Examples of this include backlinks from other websites, social media links, guest content, forum posting and more.
The biggest contributor to great off-page SEO is backlinks: which are links from one website to another. Common examples include a link citing research from another article or source. Having quality backlinks from reputable sources is difficult, but it doesn’t go unrecognized, as it boosts your website’s authority and trust in Google’s eyes.
There’s a lot going on backstage on your website: this is technical SEO. If on-page SEO is like looking at your car’s dashboard, technical SEO is like looking underneath the hood. Is your website secure? Is it user-friendly for tablets and phones? Does it have fast loading times or is it laggy? Technical SEO can help you with these matters.
Best Methods to Improve Your SEO
Devising a Keyword Research Strategy
Before anything else, your keyword research should come first. Keywords can make or break your website's SEO strategy.
A common SEO roadblock is choosing keywords which are too common and competitive. Going for a keyword that’s too competitive means your website is very unlikely to appear on the first page of search results.
Sure, you can find keywords on your own for free on Google, but we always recommend using a paid tool like SEMrush. Here’s an example of what SEMrush looks like when searching for “Home Construction Company”.
SEMrush helps break down search traffic and the competitiveness of a keyword. You can use a freemium version of SEMrush to get a sense of how it works. Here are some important keyword metrics that our team looks out for.
- Traffic: Number of searches each month
- Difficulty: The chance of ranking for this keyword. Higher difficulty = less likely to rank
- Search Intent: What Google searchers want from their search. This is broken down into 4 categories: Informational, Navigational, Commercial, and Transactional.
- CPC (cost-per-click): The amount of money it would cost to run a Google Ad for the selected keyword.
As you can tell, SEO for construction companies goes fairly in-depth.
Using Effective Title Tags & Meta Descriptions
You’ve seen title tags and meta descriptions on search engines before. The blue title and 1-2 sentences of text make up the title and description. An effective meta description paired with a succinct title (under 65 characters) is a fairly easy method to boost your SEO. You have complete control in your CMS to change meta descriptions and title tags.
Google and your customers read meta descriptions and title tags. These are HTML elements to help Google ascertain what’s on the webpage and factor into your webpage’s rank.
Loading Times & Mobile Friendliness
SEO for construction companies isn’t framed around just numbers, but user experience.
Slow loading times can be frustrating to a potential customer. Ask yourself, how long did you wait for a slow link to load on your phone?
An extra second of loading time triples the bounce rate (or abandonment rate) of your website to 90%. This can be detrimental to sales, calls, and leads for your business.
Google has prioritized mobile-friendly websites since 2018. You can always check your page loading speed for free via the Google PageSpeed Insights tool. This will give you free insights into how your website is performing, its SEO rating and if you’re following best practices.
How your construction website is designed affects SEO. If you have a confusing and outdated website, your customer may have difficulty finding what they want.
Just like a building’s foundation, your website needs to have a solid web design architecture. Smart web design always has the user’s interest in mind. Topics should be cleverly grouped into subsections, while web designers implement modern navigation techniques, consistent branding, and interactive elements that will boost SEO for construction companies.
Need a Lift in SEO? We Can Help You at Choquer Creative.
Just like your trade, SEO is a specialty. Thankfully, we have the tools to help you at Choquer Creative: an in-house development, design, copywriting and SEO team. Feel free to contact us if you’re interested in SEO for construction companies today!