Does SEO Matter for Construction?

First off, what the heck is SEO? And why does it matter for a construction company? SEO is a marketing term, and getting familiar with it will help potential clients find your business. Bottom line is, you’ve taken the time to create a website – now might as well be sure you’re using it the right way.

SEO stands for Search Engine Optimization. Simply put, that means making certain changes to your website so that search engines like Google, Yahoo, AOL and Bing can find your website when someone is searching for something related to you or your business. For example, when you search Google for pretty much anything, you’ll notice that thousands of results normally come up. How often do you ever make it past the first page? You probably don’t. In fact, most people don’t go past the first page of search results. Strong SEO helps ensure your company comes up near the top of the list.

Search engine optimization can be a confusing topic. But with a little strategy, you can draw some of that local search traffic your way. The good news? You may already be doing some of these things without realizing their benefits.

Add Contact Information

Do you have your business address and phone number listed on your website? This can be a great, simple way to add location information for search. If you don’t have this information on your site, consider adding a “Contact” page, or adding it to your “About” page.

Consider Your Keywords

Keywords are the words you intentionally include on your website because these are the words people would type into Google when trying to find a company like yours. The ideal scenario is using what are called ‘long-tail keywords,’ which are phrases of three or more words and are more specific. The key to keywords is pretending you are a customer and imagine what phrases you might use to find your business.

For example, if you’re based in Chicago, your main keyword may be something like “Chicago construction company.” You can also write posts focused on long tail variations like “metro Chicago construction” or “construction company in northeast Illinois.” You’d want to include these words and phrases as many times as you can on your site, but not so many times that it seems unnatural.

Focus On Content

The most important thing you can do to improve your local search ranking is to keep plenty of fresh, relevant content with location-specific keywords on your website. An excellent way to accomplish this is with a blog, highlighting local news related to your industry.

You can also use case studies and employee success stories to add content with geographic search phrases.

Add Video

Search engines love video content, because internet users love video content. According to a 2012 infographic by Hubspot, videos are shared 12 times more than links and text posts combined on Facebook. Video content also drives engagement, drawing more comments and interaction than a plain text post.

Write About Related Local Companies

Running out of location-specific things to write about on your blog? Try talking about a great experience you had with one of your subcontractors or suppliers. This provides a couple of benefits: First, you’ll be able to add more content to your site, helping search engines find you. Second, you’ll build good will with both the companies you profile and your customers, who may be in the market for a plumber, electrician, or other professional.

Make Your Site Mobile-Friendly

With more people using smartphones, a lot of web traffic happens via mobile browsers. Many of your local searches will be from people browsing on their phones — so make sure your website is mobile-friendly. In particular, make sure your contact information and location are simple to find on your mobile site. Too many taps on a smartphone will frustrate visitors.

Encourage Reviews

Review sites can drive a lot of local traffic to your website — especially if you claim your listing and respond professionally to reviews (if the site allows replies). Just as engaging with your customers and followers on social media helps boost your online reputation, so does engaging with your review listings.

These are just a few of the ways you can attract local search traffic, get your name in front of more potential customers, and keep new business coming in.

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