If you own a construction company, you know how important online exposure is. But it’s not enough to have a fancy website these days. It’s what goes on behind the scenes that make all the difference. That’s where SEO, or search engine optimization, comes in. Everyone, it seems, is competing for just a handful of positions at the top of search engine results pages (SERPs) says, Entrepreneur. But how can you possibly compete with national companies the likes of Wal-Mart and Home Depot, who already enjoy millions of inbound links, widespread content and a revolving door of online visitors? Even larger construction companies than you that operate on a regional basis may have more reach and more money to appear on page one of Google and rake in the visitors. If you’re a small business with limited resources and experience, how can you compete with such a high level of online mastery?
The answer lies in SEO. It’s certainly not a cure-all and can even fail miserably when you don’t follow through with a high-level strategy, but it’s the best way to claim your fair share of visitors without paying through the nose. So, where do you start? Gain an edge over the competition with these tips.
Get a professional in your corner:
An online marketing company with experience and dedication to your core industry is key. For instance, Up and Social is a local Boston-based company that works exclusively with construction companies. We know the unique challenges of your industry; therefore, we can create distinctive design elements and functionalities that make you stand out from everyone else. Everything from modern designs to mobile-friendliness can result not only in an eye-catching design but also a website that ranks well in search engine results to convert your visitors into leads.
Focus on a niche:
The construction business is by its very nature all-encompassing and far-reaching. Your construction company may offer a variety of services, from roofing and siding to additions and renovations. From a keyword perspective, you may assume it’s best to cover all your offerings to increase visibility. However, we have found it’s more effective to focus on a niche. So, for example, if you specialize in roofing, you can emerge as the local construction company when it comes to roofing.
Use long-tail keywords:
Long-tail keywords are much easier to rank for than their shorter counterparts. That’s because Google rewards extended phrases over shorter keywords, so you’re enjoying more value even though in the long run they may bring in less traffic.
Optimizing for your locality will help your local customers find you when they need you. Targeting a smaller audience through local search will help you capture your niche market share. To put it this way: it’s always better to be the best contractor in your community than a so-so contractor nationally.
Utilize local reviews:
Local review sites are essential when implementing local SEO. Sites like Yelp can help boost your positive review ranking and gain you more visibility — provided you make sure all the information in your directory listings is consistent and accurate across the board.
Up and Social has many more tips to help your construction company emerge victorious online. Call us now at 857-496-5126 to learn more.