Optimizing SEO Strategies to Increase Leads for the Construction Industry

At the American Subcontractors Association meeting (ASA of Charleston) in March, Robert Elliot, the Dean of Trident Tech’s Berkeley Campus and Manufacturing and Maintenance Division, noted that they are focusing their recruiting efforts on meeting their students where they are: online.

That’s one of the most important things your construction company can do, too. Your potential customers, partners, and clients are all online. When they start to search for the services that you provide, you want to be shown at the top of that list. 

A good way to ensure your high-ranking presence online is a search engine optimization plan. 

Why SEO Matters for the Construction Industry

You’ve been building your business for years and you’re really proud of it. Or, you’re just getting started and you know you’re giving the ‘other guys’ a run for their money. But what if your potential clients can’t find you online? That’s a lot of lost opportunities – and the real reason SEO should be a part of your business strategy.

Google’s algorithm is constantly changing, and one thing that is becoming more and more important is their focus on serving search results that include helpful content. Writing entirely and specifically for SEO purposes just won’t cut it anymore – you need to provide value.

With the competitive landscape of the construction industry, it’s crucial to show up, stand out, and attract clients. This is especially important when working against long-standing local “favorites” and word-of-mouth legacy recommendations. 

The Pieces of a Good SEO Strategy

The Importance of Keyword Research

Keywords are the specific words and phrases that people use to search for the services you provide. Often, businesses believe they know exactly what they want to rank for only to find out less than 10 people each month are searching for those phrases. Ranking #1 on Google for a keyword that no one is searching for is pointless. Open Google and search for your business with the keyword or phrase you think people are using. Where do you rank?

Keyword research forms the foundation of any successful SEO campaign. Good research identifies the keywords and phrases that people are actually using to search for your service. For construction companies, targeting relevant keywords related to services, locations, and customer pain points is a good place to start. Utilizing paid tools like Google Keyword Planner, SEMrush, or Ahrefs will identify high-volume keywords. To start, focus on those with low to moderate competition. 

Then build your pages with those keywords in mind, peppering them throughout your webpage in your headings, content, and even Alt text.

Be mindful not to ‘stuff’ keywords. It may be tempting to write your keyword or phrase on a given page as many times as you can, but quantity doesn’t mean quality. Google will penalize your site for trying to manipulate rankings.

URL (a.k.a. Website Links)

We’ve all seen the overused “/about” or “/contact” page links used on a website. Or those web addresses with randomly generated characters and text. These kinds of generic URL codes weaken your online presence and work against your SEO.

The first thing Google looks at when crawling your site is its URL. Google is looking to understand what the site is about, so the URL is  important because it’s Google’s “first impression” about what your page should rank for.

Be sure your URL gives Google enough information and the right information. The URL is a good place for your keywords and phrases.

Tags: Title, Meta Description, Sitelinks, Headers

Tags are often overlooked, but they play an essential role in SEO. Search engines, like Google or Bing, use tags like ‘road signs,’ reading them to find out what topics, ideas, and concepts are on your website and its pages. These tags are prime spots to include the keywords and phrases you want to rank for.

At the top of any Google search result is that website’s Title Tag, which acts as it’s main identifier. It’s usually your company’s name or the title of a webpage. Because it’s a ranking factor used by Google, it should be optimized using words that best define or explain your company, website, or organization.

Next is your google Meta Description, which is just beneath the Title Tag. This is a short but detailed description of your site. Don’t just pad this section with keywords – it should add clarity and relevant information to the user’s search.

For some websites, you may also see ‘Sitelinks.’ These helpful hyperlinks show up directly in Google search results and provide easy access to your website’s main subtopics. Making sure each of your webpages are appropriately named and helpful will tell Google that your navigation is on point and useful, increasing your SERP.

Unlike other tags, Headers are found within a specific webpage’s content, designating sections of information. Headers are read by search engine crawlers to better categorize and label your website. They’re also a helpful way to organize your copywriting and, in doing so, they make it a little easier for a viewer to read. Double win.

Crafting Compelling Content for Construction Websites

Quality content is key in the digital realm, and construction companies can leverage various content formats to engage their audience and improve SEO.

From blog posts and case studies to informative videos and infographics, diversifying content types enhances user experience and increases website visibility.

Quality content goes beyond simple on-page optimization (using target keywords and accurate meta tags). This process is about creating content that is relevant, meaningful, and engaging to your audience. A great website also tells a story about your company’s personal journey and culture, crafting a relatable and defining experience that sticks in people’s minds.

Enhancing Website Performance and User Experience

In the construction industry, a well-designed and user-friendly website can significantly impact lead generation efforts. Confusing navigation or unresponsive pages will turn away potential clients and leave your audience frustrated.

Ensure that your website loads quickly, is mobile-responsive, and features intuitive navigation. You want your visitors to have a net positive user experience, so limit any frustrations and reduce ‘barriers to action.’

A barrier to action is anything that keeps your visitor from doing what you’d like for them to do. If you want them to sign up for your newsletter, the subscribe button should be visible, intuitively located, and accessible. If a user has to spend too much time looking for a call-to-action, they’re more likely to become frustrated and leave.

Moreover, you should include high-quality images, testimonials, and easy-to-navigate project portfolios on your website. These should showcase your expertise and build client trust, but they should also provide an enjoyable and entertaining way of presenting your company culture.

Overall, you want a visitor to enjoy being on your website.

Leveraging Local SEO Techniques

Given the localized nature of construction services, prioritizing local SEO is paramount for attracting qualified leads. If you want to test out the waters with SEO for construction companies, this is where to start.

Claim and optimize your Google Profile listing with accurate business information, including address, phone number, and operating hours. Your profile acts as a billboard that announces not only your web presence, but your physical location, making it a cornerstone of local SEO.

Another fundamental feature is NAP listings. Google uses NAP (Name, Address, Phone) listings to verify the information of your Google Profile. These listings, on websites like Angie’s List or Yelp, verify your website’s authenticity – that you actually are a business – and this helps you rank in search results. 

You should also encourage satisfied clients to leave positive reviews, as they play a crucial role in local search rankings. Each review acts as a recommendation not only to potential clients, but a lot of positive reviews is a signal to Google that your company is adding value and performing well.

Moreover, ‘recency’ is used by Google to show that your business is active; more recent reviews means Google thinks your site and services are more relevant and authentic.

Building Quality Backlinks from Industry-Relevant Sources

Backlinks remain a fundamental ranking factor in Google’s algorithm, indicating a website’s authority and credibility. For construction companies, earning backlinks from industry publications, local directories, and authoritative websites strengthens SEO efforts.

Invest in outreach campaigns, guest blogging, and partnerships to acquire high-quality backlinks and improve search visibility. Companies such as SEMRush offer toxic backlink analysis and can even help you remove those negative associations.

Analyzing and Iterating SEO Strategies for Continuous Improvement

Many think SEO is a one-time tactic. But SEO is an ongoing process that requires monitoring, analysis, and adaptation to changing algorithms and market dynamics.

Use tools like Google Analytics and Google Search Console to track website performance, user behavior, and keyword rankings. Regularly audit your SEO strategies, identify areas for improvement, and adjust tactics accordingly to stay ahead of the competition.

Conclusion

An SEO Strategy for the construction industry requires an overall vision implemented across a variety of tactics. Google’s algorithm has changed significantly over the past decade – it’s more intuitive, dynamic, and comprehensive. Gaining a higher Search Engine Ranking Position (SERP) requires multiple interlocking parts, from blogs to visual media.

For construction companies, this may seem like a daunting task – creating content that is relevant to your client’s needs, rather than just building it, can be a head scratcher.

But good SEO is an opportunity to tell your company’s story and initiate connections that lead to sales. As we often describe it, a good website tells a story (yours). That story creates trust, reassures leads, and encourages sales. People like knowing they are doing business with a ‘human’ organization.

By partnering with us, we can implement a comprehensive SEO strategy tailored to your company’s unique needs that improves your online visibility and gets your message across to those who need to hear it.