If Construction PR are experts on anything, it’s creating a construction SEO strategy for businesses within the industry. Over the past 12 years, we have successfully helped multiple construction companies boost their SERP ranking with SEO tactics. We know that SEO can be a difficult beast to tame, which is why our team of experts are here to help you get the most out of it. In this blog, we’ve put together a list of the key elements needed to create a perfect SEO strategy, so you have more of an idea of what is involved.
What is SEO?
SEO is the part of digital marketing that people can often neglect, especially in the construction industry. It stands for search engine optimisation and is the process of streamlining your website in order to rank higher on the search engine result page (SERP). The ultimate goal is to gain more organic traffic to your site, and in turn, generate leads and sales.
Finding target keywords
There are many things you can include to ensure that your website is rising through the SERP rankings. To begin with, you should research your keywords. Keyword research is vital as this will define what you want to rank for. These might consist of local search terms that relate to your local area. This would be beneficial if you are looking for local customers. Your keywords might also be those your competitors are ranking for. If you can get above them in the search engine, potential customers are likely to click your website rather than your competitors.
Adapting your content
When it comes to putting together a construction SEO strategy, the content on your website is one of the best tools to utilise. When you have your hands full running a company, written content isn’t the first thing on your mind. Even so, it is vital that any writing on your site is optimised for SEO purposes.
Keywords
Keywords are an important tool. When you write a blog for your site, you should focus on one keyword. If the blog is 1000 words, your keyword or phrase should be included 4 or 5 times throughout. This must be spread out evenly. If not, it will sound unnatural when read, and the user will struggle to understand it. The Google algorithm dislikes this and defines it as keyword stuffing. When starting out, it might seem like a good idea to include your keyword as much as possible, but Google will penalise you for this. As a result, your ranking will drop on the SERP, meaning users are less likely to see you.
Relevant and informative content
Don’t just create content for the sake of it. Every piece on your website should be relevant, high-quality, and helpful. That way, it not only boosts your SEO value, but users are more likely to spend more time on your site, lowering your bounce rate. A low bounce rate will act as a flag to Google to say that the content you have on your website has helped previous users. Google’s main function is to assist a user with their query. Therefore, if it thinks you can do this, it will recommend you higher up the SERP.
Off site is just as important as on site!
Just because SEO involves doing work to your website, doesn’t mean you should neglect the off-site SEO. Off-site SEO is just as important and can include things like using PR to get backlinks in online publications and maintaining your social media channels.
Backlinks
Backlinks can be obtained through getting your business featured within articles online. If the website linking yours has a strong domain authority (60-100), and the article is relevant to your niche, this will boost your SEO value.
It acts as another flag to let Google know that you have expert knowledge within your sector. Backlinks are usually secured to anchor text and be in the main body of the text. It shouldn’t be placed at the end as an afterthought, or simply placed as a URL. Doing so may have a detrimental effect on your SEO value, as will a site with a low domain authority. If a website with low influence includes a backlink to your website, you can get in touch to have it removed.
Social Media support
Having well posted on platforms with interesting posts will help to not only boost your SEO, but also gain more customer trust and engagement. It’s a good way to have people engaging with your brand. It bridges the gap between you and potential customers. This allows you to demonstrate that you are more than just a business. Consistently posting is key as this can help a customer determine if your company is trustworthy. If the social media platforms your website lead to are empty, or haven’t been posted on in years, people are less likely to trust you.
Need some help?
There are a lot of different aspects involved in putting together a successful construction SEO strategy; these points have just skimmed the surface. SEO isn’t something that can be learnt overnight. It also isn’t something that can’t be implemented overnight either. If you have no previous SEO experience and are feeling a little out of your depth – don’t panic, Construction PR can handle it for you!
Our expert SEO team have a wealth of experience when it comes to SEO and everything that come with it. Working alongside our other digital marketing departments allows them to collaborate and produce new and exciting content ideas for your business.
Contact Us
Whether you are looking to create an effective construction SEO strategy, or you want to use other areas of digital marketing (PR, social media, graphic design, etc) to rise to the top of your field, Construction PR are the agency for you. Why not get in touch with our friendly team to start discussing your options today? Alternatively, you can call us on 01376 386 850 – we would love to hear from you!