How Search Engine Optimization Techniques help Construction Companies to score big
Do you believe in the Digital Marketing strategy called SEO for your construction company? If you don’t, it’s high time to believe in it. Construction marketing SEO is nothing but organic search engine optimization techniques used to drive organic traffic to your website and improve rankings on Google. However, these techniques need an update like your apps or Windows. Marketing a construction company on the web starts with SEO, and the dynamics of web optimization changes year to year. As per the current trends, let’s decode 7 Best SEO strategies for construction companies.
SEO Marketing for construction companies should be the quintessential part of the overall construction marketing strategy of a firm. Advanced SEO techniques have gripped every industry, and there is no reason why the construction industry shouldn’t be following suit. In this blog, we will see the latest SEO techniques (2019):
1. Concentrate on keyword clusters instead of keywords
Earlier, the Google Algorithm worked differently, but with the latest Google updates, matters are a lot different. Previously, the SEO strategists were hunting down the individual keywords, but now the long-tail keywords and keywords clusters are doing the trick. The reason is Google’s new algorithm, whose focus now is to understand the purpose of its users. What they are seeking and expecting from their searches are relevant answers to their queries. So the keyword clusters and long-tail keywords help.
Here is an SEO keyword cluster example for “Contractor Services”: general contractor services, general construction services, contractor services inc, construction contractor. The inclusion of snippets is also due to this update. When a website provides a snippet for a particular blog, it is helping a user to know about its query in a gist. Google has also introduced an algorithmic update for reviewing snippets.
2. Local SEO optimization – be found easily
Internet is the knowledge-base where users go first to seek any information. That’s the current scenario. Whether a person is looking for subcontractor services to mend his house or a new upcoming property in his area, search engines are his stop. When most of the construction companies and firms have local projects optimizing the online presence to rule, your locality/area should be a business strategy too. Concentrate on reviews, Google My Business, map, contact us, address to reap benefits.
Some specific service providers also work locally before expanding their business. That’s the reason why local SEO in construction marketing is highly essential. Here’s an interesting fact: 46% of the searches are from the users seeking local information. For example: Local plumbing services, local SEO agency, local shops, contractor agency near me, etc. Unquestionably, a construction company shouldn’t ignore local SEO and listings to up its game amidst the other local competitors.
3. Longer content means better SERP
Don’t write short, elongate it point-wise. Google prefers longer but to-the-point articles and simple writing. A recent study by a top SEO blog reveals that “longer the content, higher the likelihood of its ranking at the top of the SERPs.” So, how to write a construction blog!
Write relevant, on-point content in your blog to help users with their queries. Break the article in small paragraphs, and each H2 should be serving as a topic. If your construction website is a few years old, re-optimize the page, add more relevant keywords. Also, keep in mind, the readers are mostly using mobiles to consume content.
While creating a well-optimized longer content stick to this content checklist:
*Simplicity is the key – No flowery language, intertwined sentences.
* Talk to the reader – The conversational style of the article will give the reader a chance to connect and relate. Write to make a connection.
* Focus on users – Google’s Webmaster keeps telling marketers how to do it. Guidelines explicitly say: “Make pages primarily for users, not for search engines.”
* Call to Action – The articles and blogs are not just decorative, informative pieces, but should serve some purpose. It should subtly compel the reader to do the next step, and that is contacting you or reading another blog.
* Visually appealing content – Visually appealing write-up would mean subheading, bullet points, easy to read font, and expressive graphic.
4. Voice Search Optimization – the new trend
When Google made way for voice searches, people started using it for fun. It was a technological advancement and attractive and amusing at the same time. And, if you think that voice searches have different algorithms, think again. Voice searchers are unlike text searchers, and the devices used, be it Siri, Alexa or Google Home, the process is of taking data from SERPs only. Usually, the answers one gets with voice searches are nothing but snippets. As per estimation by 2020, 50 percent of searches will be conducted by voice.
How can one do voice search optimization? Concentrate on long-tail keywords. Most of the time, voice searches are question-based. As per Moz, voice searchers are using long-tail keyword to get the required answers. If you are a construction firm making new housing properties, come up with long-tail keywords for voice search optimization. For example: “Best housing property in your area”, “Green housing society”, “Big flats at affordable rates”. Structured data, use of schema markup, also helps in voice search optimization.
5. Accelerated Mobile Pages for better user experience
When Google gave a nod to Accelerated Mobile Pages or AMP, allowing users to create responsive, mobile-optimized content swiftly, it was a boon for the websites. How AMP works? It takes information from your website page and will display them in an all-inclusive, easy-to-read format for mobile devices. The best SEO agency for construction companies will not neglect AMP.
AMP consists of three elements:
HTML tags: Without which web content and style will take time to render.
AMP IS: It’s a library that is helpful in resource loading and manages best practices required for fast rendering.
AMP cache: A network that assures speedy delivery of content.
Now, here’s a catch! Since AMP had arrived recently in February 2016, the format is relatively new and also going through changes. The latest update happened for WordPress in December 2018. The construction websites built-in WordPress can have AMP implemented in a much easier way than the site made with a different CMS. The top publishers around the world have already incorporated AMP to improve their organic search results. AMP is also rumored to be a ranking factor in the mobile-first index of Google. No wonder, AMP is the next revolution in mobile web development. Very critical for construction marketing SEO.
6. YouTube SEO – Videos work like a charm
Do you know? YouTube videos rank better than any other type of video. Finding a slot in Top 10 of Google search is a cakewalk for a Youtube video. As per Forbes, YouTube is the second most popular search engine after Google. Surprising isn’t it! A traditional SEO specialist might not think of YouTube when he/she is planning a marketing strategy for a construction company. It needs a smart Aleck to find out ways of creating engaging videos and then optimizing each video for YouTube SEO.
Now, the question arises: Why a construction firm, for example, a company dealing with door fixtures and knobs need it. Well, why not! Videos on style and design of doors, types of knobs, how to make a sound-proof door, or safety concern with fixtures – all these topics can be covered, making it interesting for the buyers as well as the interior designers, who can pick the company’s products to serve their clients. Like Google, there is also a YouTube algorithm that functions by understanding the information provided by the video. The title of the video, the filename, the description – everything affects rankings in YouTube search.
7. Focus on overall user experience
A user comes to your website for a reason, and it’s your job to make the experience better and perfect. Optimize your website for SEO so that a user has a pleasant experience. So that Google rates your site better because if your website is not of high-quality you’ll face a hard time ranking for your target keywords. One of the significant factors affecting the quality of the site is the bounce rate. Google is very rewarding to websites with lower bounce rates. Another factor is the loading time of the page. However, the most critical factor is the analyzing of the website design and page. Not-So-Friendly user experience can cost your construction website its Google rankings.
The use of SEO tools for optimization of your construction business’ website will give effective results. Use Crazy Egg to do better positioning of the website content and call to action button. Tools like Ahrefs and SEMrush for analysis are good options available. Lastly, the content should be visually appealing. The website’s look and feel on the mobile should also not be compromised.
Don’t you want to know: Why SEO is Indispensable for Digital Construction Marketing Strategy
What do you think, why Google should give more importance to your website? The entire purpose of Search Engine Optimization is to secure position on Google Rankings. The only reason Google favors you, among others, is due to the user’s interaction with your website. If a user chooses to spend more time on your page/website/blog, it means he/she has found the provided information useful. Google’s only motive is to deliver the best possible results/answers to its users. It picks sites, with active engagement with the users, to show way up in the search engine results pages (SERPs). Follow these 7 best SEO strategies for construction companies written after thorough research on the current trends of SEO and new construction marketing strategies and ace your game.
Are you looking for SEO specialists for construction companies? We have certified SEO experts for your business needs. Contact CMGurus for Search engine optimization (SEO) custom plans and guaranteed SEO services to stay ahead of your competitors.