Construction PR are experts in SEO for construction with over a decade of experience in helping clients within the construction industry. Our team have previously helped clients successfully improve their SEO and rise through the rankings on the search engine results page. We are specialists that are not only well versed in all things SEO, but we also have a wealth of knowledge on the construction industry, so you can be assured you are in safe hands.
What is SEO?
SEO stands for search engine optimisation. This refers to the process of modifying your website and its content to meet algorithm requirements. If you want to gain organic reach to your page, your content needs to be valuable and useful. Your content and the changes you make will allow the algorithm to brand your website as a reputable source. Google is more likely to recommend you to a user if it can see you have useful content and will place you higher on the SERP (search engine results page).
How does the algorithm work?
You may be familiar with the word algorithm, but not with how it works. Apps, search engines and other platforms have algorithms to sort through the content within them. Googles algorithm uses bots called crawlers that scan through webpages continuously. They look for certain things and follow any URLs to discover new pages. Once a page or a website has been crawled, it will be indexed. This index is then categorised. When a query is searched, Google will go through this index and suggest the more relevant website to the user. When it does this, it will consider the relevance, the quality of the content, and the pages usability.
Why do you need SEO for construction?
Construction companies have relied on word of mouth for a long time; this just isn’t having the same effect anymore. With the online world driving business and sales, even construction companies can benefit from utilising SEO. It will help you to become more reputable and place you up with your competitors. It can also help to increase your local presence. With the right keywords, you can target local consumers and increase your chances of gaining local business.
Type of SEO
Let’s investigate the types of things that can be done to your site for SEO purposes. There are two main types of SEO – on site and off site. These are exactly what they sound like; changes that can be made on your website and changes that can be made elsewhere that still effect your website.
One type of on-site SEO for construction that you can work on is your content. This refers to blogs or the content of your webpages. These are incredibly important to the SEO value. You must first research and define your keywords. Keywords or phrases are what users will type into Google when they are looking for products or services. These keywords should be relevant to your business and services. Choose a few that are popular with a higher search volume and a few that have very few searches. A higher search volume will mean your website may get buried within the thousands of results.
Once you have identified your target keywords, you can add them to blogs and webpages. If your blogs are 1000 words, you should include the keyword naturally and evenly throughout the post. If the keyword is used more than this or appears within the content too close together disrupting the flow, this will be seen as keyword stuffing. You want to avoid this. Some may think putting a keyword into your content as many times as possible is a good thing, but Google penalises sites that do this and will rank it lower.
Back End SEO
Still on the topic of on-site, there are things that you can do behind the scenes. These aren’t as noticeable to users as your content is, but the algorithm will pick up on them. These changes can also make for a better user experience.
Your meta descriptions are what will appear below your website link on the SERP. This is what is going to draw a user to clicking on your page above every other page. It needs to be short and punchy – ideally between 50 to 160 characters. The meta description must also have a keyword in, preferably toward the start.
The useability of your site is also something to think about. Make sure your website has a good loading speed and is mobile friendly to avoid increasing your bounce rate (this is when users click off a site shortly after viewing).
There are things you can do away from your site as well. One of these is gaining backlinks. This is when another website references your site or your content. You can achieve this through PR and getting mentioned in publications. Once Google sees you being mentioned on other sites, it will see you as a trustworthy source.
It is also important to build up your social media profiles and link them to your site. Having consistently posted on socials with good engagement helps to cement your reputation as a trustworthy source.
Why should you work with Construction PR?
Here at Construction PR, we know what works and what doesn’t. Our team have been working with SEO for years. They know how to spot changes to the algorithm and adapt your content accordingly. The skills required to master optimisation cannot be learnt overnight, which is why professionals like us exist! We can fully utilise the core elements and implement them into your site to produce results. Construction PR know that you might not have the time to focus on your website and its SEO value; let us alleviate the pressure and handle it for you.
Our technologically minded team are experts in SEO for construction and are ready to help you with a tailored SEO strategy for your construction business. Do not hesitate to get in touch with us today.