Posted on July 28, 2022
The reason we do search engine optimisation is to help a website be found online more easily, and particularly in the construction industry, referrals generally come via word-of-mouth or networking.
In this article, we’ll share some tips that, as always, do not just apply to building and construction companies, but can be useful for every niche.
A well-established website provides a place for prospects to find out more. It also supports the brand image and conveys who the target audience is and the level of service provided.
Visitors will be checking your website and they expect to find your business online and looking the part.
A professional website is also highly beneficial when recruiting.
It provides social proof that the company is successful and a great place to work. Potential candidates want to get an impression of their potential employer – they will be looking at your portfolio, who you work with, testimonials, about you, images and more before considering joining you.
So SEO, as we’ve said in previous articles, is based on three main factors, what we like to call the SEO triangle: coding, content, and backlinks.
The SEO Triangle
If you want to compete with other businesses in the industry and get to that first-page search engine ranking, you need to consider technical SEO.
Coding-wise, you need to make sure that the platform your site is built on is strong. You may be tempted to just build it with Wix or Weebly for example. But there are platforms that can be optimised much more successfully, like WordPress, for example.
You may want to consider switching website platforms, or if you have an old website, it may be worth updating it to something more modern and professional.
Also, your site needs to be fast. You can test it yourself using the Google PageSpeed test – it’s free, and you can do it online. Enter your website URL and it will show the results like a traffic light: red, amber, or green. Especially if you’re in the red zone, we really recommend you get your web developers to make improvements because a website that’s not fast loading will not be liked by your users at all – no one has the patience to wait for slow websites! We close them and move on to the next competitor.
Another fundamental for SEO on the technical side is a data format called JSON that can be done for HomeAndConstruction businesses. This coding injection once added to a website, will explain to the search engine more clearly what that page is about.
When it comes to content, ensure your website explains what your specific areas of service are, well in detail. If your business has local priorities and you prefer doing jobs in certain areas, specify them and it will be so much easier to rank for local keywords.
Also, when you are using the keywords, make sure they are easy to understand in layman’s terms. If you need help with researching the best keywords to use for your target audience, get in touch with us – we’ve got the right tools to get you to Be Found Online.
Similarly to SEO for architects, portfolio pages can help your site rank better, if well-optimised. Showcasing projects and providing images and clear descriptions of the work carried out. There needs to be enough content on those pages and they need to target keywords related o the type of work done + location.
Backlinks are links to your website that are on other sites. These can be valuable for directing traffic your way.
Google My Business
Additionally, having a fully optimised Google Business Profile will also help with local search. Make sure all of your reviews on Google are shiny and bright. Positive online reviews are incredibly important for construction and building companies because reading reviews online is the new word-of-mouth. Did you know that 88% of people trust online reviews just as much as personal recommendations? Make sure reviews are also on industry-specific sites like Checkatrade and RatedPeople, there are plenty and they need to be kept up to date.
In our work as SEO specialists, we always analyse what our clients’ competitors rank for, where their traffic is coming from, and how they are advertising online – this is all invaluable information for us to inform what we apply to our clients’ pages. We plan new pages for all the untapped keywords and group them into clusters. We also make sure that we keep targeting new keywords to try to intercept your ideal customers, where they are, and what they are searching for.
Finally, we need to make sure that your site’s navigation is streamlined. So it’s easy to find what is needed. That is linked to the way the site is designed and we can identify if improvements are needed.
If you would like a free consultation about your SEO, get in touch and we can start the discussion so you can Be Found Online.