Here at Construction PR, we are experts in all thing’s construction SEO. We know the ins and outs, the technical details, and we watch the ever-changing algorithm like a hawk. In this digital age, construction companies all have websites, but the question is – is your website up to SEO standards?
What is SEO?
SEO stands for search engine optimisation. It is a vital element to ensuring you drive organic traffic to your website. This process involves modifying your website to meet algorithm requirements. Google will determine whether your content and website is useful and if it is, it will rank higher on the SERP. This will result in you ranking near the top with competitors.
Why do you need it?
Ranking at the top of the SERP has many advantages. Not only does it rank you amongst your competitors, making your target audience trust your brand more, but it also means you won’t get lost in the thousands and thousands of results. We live in a digital age where people want to find information quickly. No one has the patience to scroll past the first results page; if you are not up there or near the top, you will be forgotten.
SEO will increase the organic traffic to your website helping to you potentially secure more customers and leads. Word of mouth simply isn’t enough in this industry anymore! Construction SEO allows you to reach more potential customers than ever before, which is why many businesses in this field of work are reaching out for marketing.
To start on your SEO journey, you will need to conduct keyword research. Keywords or phrases are what users will type into Google when searching for products, businesses, or services. You should find a range of keywords that you can rank for. Some should have a high volume of searches, others with not so many to give you an equal opportunity to rank. You can also determine what words you are already ranking for and continue to grow your position. The keywords you choose to rank for must be relevant to your services and your business. For example, if you are a borehole drilling company in Essex, one keyword or phrase you may want to rank for is ‘borehole drilling in Essex’. This will allow you to appear higher on the SERP when people near you search for services. Doing this will ensure your local area is being reached.
Keywords in content
Once you have your keyword list, you can start to include them in your content. You should pick one keyword for each blog, however, recently it has been noted that choosing two can also boost SEO. If you write a blog that is 1000 words, it is recommended that the key word needs to be placed evenly throughout about 5 times. The keyword for this blog is ‘construction SEO’. It is important you don’t fall victim to keyword stuffing. This is where you include your keyword or phrase a lot of times in the blog. You might think this is a good way to increase the SEO value of your writing, however, it actually has a detrimental effect. Google tends to penalise websites that keyword stuff, seeing them as spammy, and ranking them lower on the SERP.
The content you have on your website is vital to your SEO value. This can be web pages, blogs, or landing pages.
Landing pages focus on different products and services, using them as the keyword. For example, ‘borehole drilling’ and ‘samples and casing’ would all have their own pages. A landing page doesn’t have to be a page open your website, although sometimes this will be the case. A lot of landing pages are only accessible when a user types the keywords into Google. They exist to drive traffic and promote your services.
Writing blogs is one of the more favourable ways to optimise your website for SEO purposes. The things that you write must be relevant to your website and your business. It also helps to jump onboard trends and holidays, such has Halloween and Christmas, as well as national days that relate to your brand. Your blogs should include keywords, headings, a range of short and long sentences, and be informative and interesting to read.
One thing any content on your website should include is EAT. This is the part of the criteria that Google’s crawlers (these are bots that crawl the internet and index websites) will look for. EAT stands for expertise, authoritativeness, and trustworthiness. Expertise references the content on your website and whether it displays expert knowledge in your field. If you can prove you know what you’re talking about, the algorithm will favour your website above others. Authoritativeness is about how much influence you hold over the sector you’re talking about. However, this particularly can be harder to achieve if you are new within the industry. Trustworthiness means that your content is valued by other within the industry and is authenticated information. You can prove this by obtaining backlinks on other websites with a good domain rating and standing out within your industry. These backlinks are achieved with PR SEO.
You want to ensure your website provides a user-friendly experience too. This will reduce your bounce rate. A bounce rate is the measurement of how many people click off your website within a certain amount of time after arriving there. To reduce this bounce rate, you should ensure your website is mobile friendly and has a quick loading speed.
Experts in construction SEO
Construction PR have over a decade of experience within the construction industry. We have worked with many clients over the years in all areas of construction. Our team consists of experts who cover a range of PR and marketing service including PR, graphic design, social media management, and SEO. All working under one roof, our departments are able to cohesively work together, bouncing off one another in brainstorming sessions to produce new and exciting ideas.