What is SEO in digital marketing and How SEO Helps Construction Companies
It is not surprising that everyone these days knows that search engine optimization is important for business. SEO takes time and is an ongoing process. While many businesses have been investing in SEO for years, many construction businesses have not. SEO is a vital part of any construction marketing strategy. In this blog, we will decode why SEO is indispensable for digital construction marketing strategy.
But first, what is called SEO and what does it actually mean in the digital marketing world?
What is SEO in digital marketing?
SEO is the process of optimizing your website through various channels to rank higher and better on search engines like Bing, Yahoo Search, and especially Google. SEO works with keywords. An effective SEO strategy will help a website appear on the top or first page of search engine results pages (SERPs). It happens when their SEO efforts are in sync with the search engine’s algorithm. And, an SEO expert will make sure it is.
All search engines run a crawler. The program reads through the content available on your website to find words based on searches done by internet users. All big firms know the importance of keyword searches and the construction industry has joined the bandwagon too.
Also Read: Digital Marketing for Construction Made Easy
How does website optimization work for a construction company?
Website optimization is a part of search engine optimization. In the construction industry, relevant keyword searches are few, but they cater to the specific audience doing the searches. If yours is a firm working with contractors, the related construction search examples would be “contractor services,” “contractor services management,” etc. Building content and Google ads around these keywords will make a good SEO strategy for your firm. When search engines show your firm on the top or on their first page, visitors will visit your website. And the chances of these visitors converting to customers is more. So you can stay a step aboce your competitors.
That’s why SEO or website optimization is indispensable for a digital construction marketing strategy. And it will scale up your construction business marketing efforts even if you are not pumping money in to more traditional methods of advertising and marketing.
Website optimization happens in two ways:
- On-page optimization
- Off-page optimization
What is on-page optimization?
On-page optimization, as the name suggests is about SEO tactics applied on the page of a website. It denotes all the actions that can be taken directly on a page to improve rankings and visibility on Google and other search engines.
On-page optimization has various factors and elements that help in its swift working:
1. Technical optimization
If yours is a construction company, technical optimization is vital. It depends on three major points. One is server speed as search engines evaluate your construction website based on loading time. Source code contributes a lot to website performance. It is always suggested to have a unique IP address. This in a way indicates to Google and other search engines that your construction website is unique.
Content is just blogs and website descriptions. It also refers to texts and images. Content includes elements that are not visible on the page like alt-tags and meta tags. Graphics, videos and structural text like paragraphs and bullet points are correspondingly critical when it comes to content optimization.
3. Internal Linking & Structure
A good sitemap is considered to be one of the most important on-page SEO elements. Other factors are canonization, URL structure and focused content. If your pages have irrelevant content, tag them as “noindex”, so that they don’t get indexed in search results.
A construction website that is not easy to navigate through or lacks functionality will not perform well on search engines. Besides that, mobile optimization these days is highly required. Thus, an SEO strategist, doing construction marketing, should use optimization techniques. This includes compressing images and improving page load speed.
What is off-page optimization?
While on-page SEO includes everything that can be done on a website for better rankings, off-page optimization is everything that is external, and not always in your control. One of the major off-page optimization tactics is getting back links from other websites. Submitting articles on other popular sites, and guest blogging is a part of this. Promoting your construction website online through ads or social media is another technique for off-page SEO.
Since a construction company mostly runs on reputation, this matters for all individuals and businesses associated with the company. Off-page SEO is a way to be recognized and earn trust both online and offline. Another aspect of off-page optimization is inbound marketing.
What is inbound marketing and how it is beneficial for the construction industry?
A very important part of SEO is inbound marketing. Inbound marketing might sound like something of an add-on, but make no mistake, it’s absolutely crucial to market your business. According to HubSpot, “inbound tactics generate 54% more leads than traditional outbound marketing.”
How can inbound marketing yield results for the construction industry? Customers nowadays are very aware of sales tactics. They understand when they are being advertised or marketed to. They prefer to measure their options and analyze product or service benefits. Brands that offer what they are looking for and build trust with their services will be their first option. All these are achievable when inbound marketing tactics are in place.
How and where a construction company can start inbound marketing:
Go personal – Build your social accounts
No matter in which stage of development you are in, Twitter, Facebook, LinkedIn, Instagram and other social media platforms will increase your reach and let you build more brand awareness. Social media platforms are also great places to get more conversions and lead people to your website.
Content optimization – Simple and less-expensive
Prospective clients will not be able to find you on search engines if you haven’t put any information online for the search engines to reach out to you. Without content, it will be very difficult for your business to succeed online. Content optimization or content marketing optimization is a significant pillar of inbound marketing and SEO. That’s why maintaining a blog, optimizing content on your website and regularly sharing content on social media is essential for content marketing. Just remember to keep your content up-to-date and relevant.
Networking and building a following
A lot can happen over a post on social media. Networking means that you should be connected to like-minded people and creating a following. Through your blogs as well, you can build a community of followers who will subscribe to your content to gain more knowledge. Put your blogs on other websites and reach out for more. Publicizing on social media is a vauable tool in construction business marketing.
Image building as reputation matters in the construction industry
In the construction industry, the most important thing to run your business successfully is reputation. The trust your customers have in your company and the relationship you foster with other companies are all irreplaceable. Sometimes, even other construction companies are your clients too. Build a positive image through testimonials and reviews you receive. Post them on social media to show it to your prospective customers/client companies.
SEO is indispensable for a digital construction marketing strategy. With digitization and mobile-fixation, customers are closer than ever before to the businesses that they love. And SEO is an indispensable part of keeping in touch with these customers. Construction marketing SEO is no different from the usual SEO. The only difference is the targeted keywords that you would need to use. All a construction company needs for web optimization is an SEO analyst or affordable SEO services from a reliable construction marketing agency. For construction marketing SEO tactics to bear fruits, you just need a little bit of patience.
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