Marketing has come a long way! Starting from traditional word-of-mouth communication and advertisements to modern-age digital marketing – how businesses reach and engage with potential customers have changed considerably. This is true even for construction companies, which are typically B2B focused. It is no more luxury for construction companies to have a website and a dedicated digital marketing strategy. It’s the need of the hour to stand ahead of your competitors and reach more potential customers. And Search Engine Optimization (SEO) is the crux of a powerful digital marketing campaign. In this blog, we will understand what is SEO for a construction company and how to curate a rock-solid, result-driven strategy to build a strong online presence.
What is SEO for Construction Companies?
Search engine optimization is the process of leveraging certain proven techniques to move your construction website up in search engine rankings naturally to attract organic traffic. Organic traffic refers to traffic that comes to your website from unpaid sources, primarily search engines. Unlike pay-per-click advertisements, SEO does not require you to pay for every click or traffic that visits your site. Therefore, organic traffic through SEO is also known as free traffic.
Whether your construction company follows a B2B model or a B2C model, homebuilder SEO can help build a strong online presence through higher search engine rankings. It involves a number of strategies that help increase your website rankings for construction-related keywords. And higher rankings in Search Engine Result Pages (SERPs) mean greater visibility, more qualified leads, and better conversions.
Do Construction Companies Need SEO?
The answer is – yes. Discussed here are the primary benefits of SEO for home builders.
Higher search engine rankings
A result-driven SEO strategy can help boost your rankings in SERPs for keywords related to your construction business. A higher search engine ranking is important because the top 3 search results in Google get approximately 54.4% of all clicks. A study by Backlinko further suggests that ranking on the first page of Google should not be your ideal SEO goal. This is because most searchers do not even look at the bottom of the search engine result page. So, ranking in the #9 or #8 position may not be ideal to get the attention your construction company needs. Instead, an SEO company for contractors should target getting your website ranked in the top 3 organic results because they get most of the clicks. Additionally, moving up your Google ranking by just a single position can increase your click-through rate (CTR) by almost 32.3%. Hence, higher SERP rankings are important.
Increased brand awareness
Did you know that over 7 million people search Google for construction and contracting services every month? But reaching out to your prospective customers and building a brand in the industry isn’t simple. There are over 3.7 million construction companies in the U.S., all trying to get qualified leads for their businesses. This makes it even more important to invest in a dedicated digital marketing strategy such as SEO. SEO helps boost your search engine rankings. This allows more prospective customers to find your construction company, know more about your services, and get in touch to become a customer. If people are satisfied with your services, they will recommend your construction company to others. These word-of-mouth recommendations from real customers are highly effective in increasing brand awareness and getting new customers.
Generate more qualified leads
SEO for a construction company also ensures that you get highly qualified organic traffic to your website. Search engine optimization allows you to reach people who are actively searching for your services online. When your website appears at the top of SERPs, your potential customers are more likely to click the result and visit your site. This is because websites with higher search rankings are considered more credible. Since these website visitors are already searching for your construction or home-building services, they are likely to convert into customers. The following image will give you complete knowledge of why SEO is important for construction companies:
SEO for Home Builders – 5 Strategies to Build a Powerful Online Presence Check out 5 proven SEO practices that will help drive more customers and increase ROI for your construction business.
Make Your Website SEO-Friendly
This can be a daunting process, but one of the most important steps of home builder SEO. You may have an awesome website or you offer incredible construction services. But they will not deliver results if your potential customers cannot find your business. And that’s why it is important to make a strong presence in search engines. For this, it is crucial to have search engines find your website first. Unless search engines can crawl and index your site, it will not rank and your website will typically remain invisible. Follow these steps to ensure search engines are able to crawl and index your site:
- Visit Google Search Console and verify your domain. Next, you need to submit your sitemap. This gives Google a clear roadmap to the primary pages of your website. You can always visit Search Console to use other tools that make your site more search engine-friendly.
- Check the Crawl Report at Google Search Console to ensure the search engine is crawling your site properly. This report will help you identify the bottlenecks that are preventing Google from crawling your web pages successfully.
- You can also check the Index Report to have a glimpse of pages that the search engine has indexed. Google Search Console also provides the URL Inspection Tool that enables you to check if a particular page is indexed.
If Google is unable to index your pages, have an expert SEO company for contractors to follow proven tactics to have your site crawled and indexed.
Perform In-Depth Keyword Research & Optimization
Keyword research and optimization is the process of choosing the right words and phrases to optimize your website. People use certain search terms to find information, products, and services on Google. These are the keywords you should target and use across your SEO strategy to allow search engines to match your content with related search queries and rank it in SERPs. There are various keyword research tools that can help you find the right keywords related to your construction industry, services, or niche. Target the keywords based on their competition, search volume, CPC, and other factors. During keyword research, keep the following factors in mind – user intent, relevance, difficulty, and volume.
Curate High-Quality, Valuable, and Engaging Content
Content is one of the key elements of SEO for home builders. In-depth, original, and helpful content that establishes you as an authority in the construction field allows visitors to know more about your business. It helps them learn about your service offerings and how you can address their pain points. High-quality content helps build your business credibility – one of the important factors that drive qualified leads and better conversions. Even search engines love high-quality, engaging, and valuable content! Every page on your website should have a clear, relevant, and informative copy that is optimized using target keywords. Also, create a blog and post regularly. Search engines notice you when you post great blog posts that are relevant to your construction business.
Optimize Your Website
This is another important aspect of SEO for a construction company. Great SEO begins with optimizing your website and making it easy to crawl for search engines. Discussed here are the key elements of optimizing your website:
- Place relevant keywords strategically in titles, meta descriptions, URLs, image alt text, and throughout the content in the right frequency.
- Make the website mobile-friendly. If your website is not mobile-responsive, you might be missing out on a major share of the market. Additionally, Google also ranks websites that are mobile-friendly.
- Improve the speed of your website. A fast-loading website ranks high on SERPs and also engages audiences better.
- Make the website easy to navigate. The structure should be such that enables your visitors and search engines to browse the site conveniently.
It is an integral off-page SEO strategy and involves getting high-quality backlinks from related websites. This can help build the authority of your site in the eyes of search engines. Quality links are also one of the important search engine ranking factors. The following image shows the top link-building strategies you can use:
Leverage Local SEO
If your construction services are highly localized, you can utilize the power of local SEO for contractors. And one of the most important steps here is to claim and optimize your Google My Business listing. Optimizing your GMB profile will help improve your website ranking and visibility when someone searches for related services using keywords with local intent. For example, “home builders near me,” or “top home builders in Texas.”
Frequently Asked Questions
Successful SEO takes time. The time it will take to deliver quality results depends on various factors like the current website ranking, keyword difficulty, strategies used in the process, etc. Typically, it takes around 4-6 months to deliver quality results.
The SEO cost varies based on various factors – keyword complexity, market competitiveness, number of web pages or keywords to be optimized, etc. To begin with, the cost of SEO for a construction company will be around $400 monthly.