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Zach Williams
Owner & Founder, Venveo
This article uncovers SEO as one of the most important lead channels for modern construction companies.
We rely on our experience working with B2B and B2C construction companies to share advice that will help you make impactful, long-standing decisions and generate more business using the latest SEO strategies.
A construction SEO is a set of practices to improve search visibility of a construction company in online search engines (e.g Google) with the goal of attracting prospects and clients.
Most commonly, the goal of construction SEO is to rank in search engines for keywords related to construction services (e.g. “commercial construction”), location-specific searches (e.g. “commercial construction, Austin”) and brand-specific keywords (“XYZ company homes).
The combination of high-potential keywords, and, ultimately, SEO strategy, is tailored to every construction business, depending on their location and or area of service, type of projects (residential, commercial construction) and competition.
Local searches are paramount in construction business as most clients and will likely result in most conversions from first-time visitors.
There can be various local keywords for you to focus on: types of buildings (e.g. barndominium construction in Minnesota), industries you serve (e.g. oil and gas pipeline construction, Texas), or generic searches (e.g. construction companies in Atlanta).
Construction local SEO requires a complex approach to succeed: you need to optimize website pages for localized searches, optimize your Google profiles (e.g. Google My Business), gather local reviews, create service area pages, build local backlinks, and more.
If your company has an established brand, chances are people are already looking for you online using keywords such as XYZ brand in [location] or XYZ company office in [location].
Make sure to target these terms as well because sometimes your direct competitors can also target branded keywords, building up comparison pages and trying to steal your customers.
Residential and commercial customers typically use different keywords to find construction companies they want to work with (e.g. B2C: “bathroom renovation contractors” and “custom home builders” vs B2B: “retail space renovation" or "industrial building construction).
Although you will likely be focused on one category of customers (either residential or commercial construction), in our experience it’s always a good idea to target some keywords even outside of your immediate service, especially if you have a blog or multiple landings.
In our experience it helps rank for more vague search queries(e.g. “construction services …”) where you will likely attract both B2C and B2B clients and then convert those you are more interested in further down the funnel.
However, your highest potential keywords will have a clearer search intent (B2B or B2C) and will likely form up the majority of keywords you should be targeting.
More and more construction companies employ rich imagery on their website to capture the attention of potential clients, using rich imagery, interactive imagery, and sometimes virtual walkthrough (mostly in the B2C sector).
Whatever imagery you use, always make an effort to gauge its impact on SEO performance as well (loading times, crawlability of the website by Google, etc) and apply necessary changes (more on that below).
Yes and no.
While there are many small changes that can take place to improve your rankings, rarely a whole website redesign is warranted or required.
The first step in every construction SEO strategy is evaluating your current website and its ranking potential.
Here’s a checklist for things to pay attention to in construction SEO (in no particular order):
Sometimes the right technical optimizations can improve construction website rankings very quickly (from a few weeks to a few months). Other optimizations will take longer time to produce effect (several months), but their positive impact will be much stronger.
Depending on the construction services your company offers, you may take several different approaches with your content strategy, e.g. what new pages to create, what content to add to existing pages to improve rankings, and so on.
Here are some brief guidelines from our previous successful projects:
Local SEO is all about getting your business’s physical storefront to show up on the map when online users are searching for what your business offers. On Google, the top three to five search results are packaged together in the Local Pack.
The Local Pack is prime local search real estate. Businesses that rank among the Local Pack automatically earn a high level of trust with online users, since Local Pack results are heavily vetted by Google and utilize local SEO best practices.
Local search best practices are:
Leveraging these local SEO best practices gives your construction company the best chance at ranking in local search results and being found and chosen by potential customers.
Organic SEO is the set of search engine algorithm-driven, unpaid digital marketing strategies used to help your business and business’s content rank highly for relevant search queries.
Organic SEO is similar to local SEO except it’s focused on more than showing up on the map and in the Local Pack. Organic SEO methods apply to businesses with and without a physical storefront and employs a few more strategies to rank highly in search results.
Best practices for organic SEO include:
Organic SEO strategies play the long game and are the bedrock for every other digital marketing strategy. Organic search results are typically trusted more than paid search ads by online users since they know the content needs to be relevant and helpful to rank highly in search results.
Organic SEO strategies are free to implement and they establish trust with customers right off the bat.
You want your construction company to have a high SEO value. High SEO value means that your business has employed all necessary tactics for SEO and ranks highly in relevant search queries. High search rankings means a better chance at being found and chosen by your ideal customers and realizing growth for your business.
SEO is closely connected to paid advertising campaigns, direct sales and social media campaigns. SEO strategies ensure that once a consumer is introduced to your construction company, they have more content to engage with and more ways to get to know your brand.
Retargeting paid ad campaigns can be triggered by online users clicking on your construction company’s website (which they found through targeted keywords in their initial query).
Your construction company’s social media accounts can see an uptick in their follower-growth-rate after an online user looks up your company on social media after reading a ranked blog article.
Sales can be positively impacted when search engine optimized web pages and landing pages with strong CTAs rank highly in search results.
SEO supports every other digital marketing strategy that your construction company currently employs and offers your customers a more streamlined and connected experience with your brand.
A comprehensive SEO strategy includes the following best practices:
The difference between a good construction SEO strategy vs a bad one often comes down to what keywords you're targeting.
Keywords are words that trigger relevant content to be served in search results. Search engines rank search results predominately based on keyword relevance. If you get every other SEO best practice right but don’t get keywords right, your SEO efforts will fail.
Here’s an example of a search query and its keyword(s): “Affordable pole barn construction companies near me”
The entire phrase is the search query that consists out of individual keywords, but SEO professional often refer the entire query as a "keyword".
This keyword, if your construction company ranks for it, has a high potential for converting Google users into paying customers . These are often called "bottom of the conversion funnel" keywords and are typically more competitive to rank for.
Here’s another example: “How to build a tiny house DIY”
This keyword offers no immediate conversion as it primarily serves information search intent. Yet, your construction company can rank for keywords that don’t have anything to do with someone choosing your business right then and there for their next construction project. Ranking for content, like how tos, that offer immediate value to the consumer and doesn’t require anything in return builds trust and brand authority with online users. Often we call these keyword "bottom of the conversion funnel" keywords.
A well balanced construction SEO strategy will include both top of the funnel and bottom of the funnel keywords that your company can rank for quickly and in the longer term.
There are several tools available to help you conduct keyword research. Some of the most popular are:
Explore each of these keyword tools and compare their results against one another so that you can be sure that you’re choosing the best keywords for your construction company’s content.
Keep in mind that not all keywords are created equal. When choosing keywords to create content around, make sure they have the following characteristics:
Sometimes, a keyword with high search volume that’s related to your construction company’s expertise and offerings will also have high search competition and be expensive to bid on. In these cases, it’s important to be clear on your SEO strategy’s budget.
Additionally, if the keywords you want your content to rank for are expensive and have high search competition, consider if the content is likely to earn your construction company more business. Content with strong and sales related CTAs may be worth the expensive and high competition keywords if the content will end up paying for itself.
Content and keywords that are attached to the bottom of your construction company’s sales funnel will have more competition and be more expensive to bid on than keywords at the top of your sales funnel.
It’s important to work towards ranking for top-of-funnel and bottom-of-funnel keywords as both are important for your construction company’s growth and success. Keeping the top of the funnel full will help keep the bottom of the funnel full.
Content marketing is how you get your construction company to rank for relevant keywords. Content marketing can be:
Anything that your construction company posts online can be used for content marketing purposes and can potentially rank for relevant keywords. When developing content for your construction company, it’s important to understand search intent. Search intent is about deciphering the intent of the user when they type a query into a search bar.
There are two main buckets for search intent:
A few other search intent subcategories are:
Create content for your construction company that offers value for these different search intentions. Keeping search intent in mind will help inform content CTAs, tone of voice and audience commitment and interest.
Top-of-funnel content is normally informational and in the “I want to know” and “I want to watch/read/listen” categories. Bottom-of-funnel content is “I want to buy” or “I want to go.” Often content can serve several search intents. For example, an article about your construction services can attract both potential customers or just readers who want to learn more about the details of a construction business. to get higher rankings, you can write an article that serves both audiences at the same time.
As mentioned previously, local SEO strategies get your construction company to show up on the map and in Google’s Local Pack.
While every organic SEO strategy will help your construction company’s local SEO, focusing on your business’s GBP will be most helpful to its local SEO.
A complete and competitive GBP will include:
Technical SEO is all about your construction company’s website’s crawlability. Crawlability refers to how easily search engines can read and index your business’s website pages. Technical SEO is crucial to ranking highly in search results. Even if your website has impeccable and valuable content, if search engines can’t crawl and understand it, it won’t get served in search results.
Here are the key components to effective technical SEO:
Only certain technical SEO elements will be apparent to your website’s visitors (like page loading speed and mobile optimization). However, like every digital marketing strategy, it’s important to please human browsers as well as search engine algorithms to rank highly in search results.
Link-building is a method designed to get other websites in your industry to link to back to your website in their content.
Link-building in the construction industry is a long-term SEO strategy. As your construction company grows in influence and industry authority, more companies and websites will link back to your content to boost their own reputation. Because link-building takes time and consistent effort in all sectors of digital marketing, some marketers cut corners and engage in unethical SEO and link-building practices.
Strategies like content farming, paid links and keyword stuffing are not only penalized by search engine algorithms, but they also cheapen your brand’s reputation to online users.
Building links with reputable businesses takes consistent effort over time and there’s no way around it. When linking to other websites’ content, make sure they use ethical SEO practices before you link.
Link-baiting content is content that’s specifically designed to get as many backlinks and shares as possible.
For the construction industry, a link-bait piece of content could be an infographic that explains different types of construction materials, like lumber and what kinds of wood and various sizes are best used for.
This kind of infographic is universally helpful and valuable across the industry and other construction companies can link to it for their audience instead of creating their own.
Link-bait content helps to generate backlinks to your construction company’s website and content and boosts your construction company’s SEO value.
To give your construction company an edge with SEO, look for the paths less traveled within your industry.
Today's SEO field is pretty competitive. So you need to get creative with keywords. Every construction company targets keywords like “builders near me.” By capitalizing on keywords that are searched earlier in a buyer’s decision making process, you not only avoid fierce bottom-of-the-funnel competition, but you can offer value more quickly and stay top-of-mind when it does come to time for a decision to be made.
Capitalizing on keywords about land prices, financing options or any other topics associated with early research can get your construction company ahead of the game when users are still gathering information.
Your construction company’s website need to be easy to navigate, load quickly on both desktop and mobile and have an eye-catching design. Website visitors are more likely to spend more time on optimized websites, engage with the business’s content and, ultimately, convert into paying customers.
The time that online users spend on your construction company’s website also benefits your search engine rankings which leads to increased traffic and sales.
From qualified leads to increased sales and revenue, local search and organic SEO strategies are the key to your construction company’s online success and growth.
Construction companies that invest in SEO marketing strategies have a leg up over other construction companies that rely solely on traditional marketing methods. Strong SEO methods help your business be found and chosen over your competition.
Venveo proudly stands in the gap between construction companies and digital marketing success. Our proven digital growth processes guide your business in finding and connecting with your audience online while compelling them to take action. Contact us to learn more about how Venveo can help your construction company’s SEO.
