9 Local SEO Tips for Construction & Remodeling Businesses

How can you improve your Search Engine Optimization (SEO) rankings for your construction company?

These are 9 SEO tactics or tips that can help your construction company reach the top of search engine results. 

It starts with searching for the right keywords that match your industry as well as who you are trying to attract. Then writing about topics that help them which in turn can help earn backlinks to your website. Your website code is still important as it can impact not only speed but also optimization which then affects how search engines crawl your website.

The last few bits are less to do with your website and more about attracting visitors. For example, making sure you have claimed and configured your Google My Business Account, manage a review system that regularly requests customers for reviews, and finally promoting your website are three ways to get noticed.

  1. Start with the right keywords.
  2. Write about helpful topics.
  3. Earn backlinks to your website
  4. Website Code is Still Important 
  5. Optimize your website for performance and speed. 
  6. Ensure Search Engines Can Find (or Crawl) Your Website 
  7. Configure your Google My Business (GMB) Account 
  8. Start a Review System 
  9. Promote Your Website Wherever Your Audience Hangs Out

Google has a great ‘How Search Works’ if you need a primer on Google search optimization. They have 4 key factors when it comes to search results and your query.

  1. Meaning of your query
  2. Relevance of webpages
  3. Quality of content
  4. Usability of webpages
  5. Context and settings

Below are 9 key SEO elements that you need to be aware of and are encouraged to understand when it comes to getting your website seen by the highest number of eyeballs.

1. Start with the Right Keywords 

Choosing the right keywords is a combination of selecting the words your customers are using to find your services and solve their problems as well as words that indicate a purchase. Then it’s also about selecting keywords that relate to the content you are providing. Bathroom remodels, for example, might be a good keyword for contractor/ s. Even better, ‘[City] bathroom remodeling’ or ‘bathroom remodeling examples.’

Brainstorm but research keywords that are relevant to your construction business and your customer’s needs. Click To Tweet

Keyword research is a bit of an art and can take some time. For those that want to gather a few ideas to kickstart your SEO efforts, the first step is to brainstorm some keywords you know your customers have used.

Make sure you are using keywords that your customers are using but are also action-oriented. Meaning ‘construction remodeling’ might be too generic or not indicate an intention to buy. While ‘construction companies near me’ might suggest that someone is starting to gather a list of companies.

Then, using that first set of keywords, enter them one-by-one, in your favorite search engine and see what comes up in the dropdown. Watch what suggestions pop up while typing. These are clear recommendations by Google as data from popular searches, sponsors, geographic locations, or other sources. 

Google Dropdown for Keyword ideas

Other tools to help you find keywords might be WebCEO or SEMRush.

Next, you’ll want to see how much traffic these keywords might generate but don’t get too locked into using the one with the highest traffic. Those can be very competitive and may not be the most lucrative. This means it will take a lot of time and money to reach the first page of search results. You might want to consider longer tail keywords with less competition but if you can pick up a few of these to show on the Search Engine Results Pages (SERPs).

Rather than guessing which keywords are best, these steps can provide you with a keywords foundation.

Great articles and more details on choosing keywords:

https://moz.com/beginners-guide-to-seo/keyword-research

https://backlinko.com/hub/seo/choosing-keywords

2. Write About Helpful Topics 

Helpful content helps to establish your brand as the authority. It gives visitors a reason to come back, and trust builds as you continue to provide relevant and useful content. Over time it’s motivation to work with you.

When choosing content, consider what your customers are asking you. What information are they most interested in learning more about or need the most help? Is there a problem they are looking for you to solve? Are you finding the same sort of challenges when visiting customers? Offer solutions and guidance without giving away your services for free, of course. 

I know it’s scary to feel like you are ‘giving away the farm.’ But I can assure you that that is not the case, especially with remodeling and construction. Take it from someone like myself who can barely hammer a nail in the wall without creating a mess, any information I can glean from a company’s blog gives me more confidence that you are the right person to call.

If your article is about choosing the right kitchen fixtures for my next remodel or if remodeling a kitchen will add value to my home, that’s useful information that you can share during the build process. It not only becomes an SEO tool but an onboarding device to educate new customers.

Need help finding topics?

Over 95 Blog Topics. If you need examples, you can gather some ideas from our long list of blog topics.

https://answerthepublic.com/ – Great tool to find the questions people are asking across the web.

3. Earn backlinks to your website

Doing this increases your search engine rank and traffic. There are many ways to do this, including guest blogging. Providing information through a blog post on a high-ranking and high-traffic website helps to funnel those visitors straight to you.

Good content helps generate links back to your website.

Make sure your posts or articles are easy to read and offer valuable information. Listicles or “list posts” are easy to read. Readers will only start reading if you give them a reason to in your title. Lists that they can scan and get to the information they need are the most successful. Listicles are also one of the easiest types of content to write quickly. There are others and the one that works best for your business may not work as well for others. Try different types of content; just ensure that you are offering valuable and unique information.

Search engines consider them as votes and the more links you have on other sites, the better you’re likely to rank in the SERPs.

Having the opportunity to backlink shows that search engines that other websites would direct their readers to your website, and that the search engine should too.

Example of a resource providing external links back to a website

More on how to earn backlinks:

https://ahrefs.com/blog/how-to-get-backlinks/
https://backlinko.com/high-quality-backlinks
https://blog.hubspot.com/marketing/backlink-strategies

4. Website Code is Still Important 

When building your construction website, optimizing your content should be a part of your overall strategy, which also means optimizing the code. This means that the site’s structure and source code become a large part of any website SEO. 

But what does ‘source code’ mean? If you look at the website source code, you’ll see something like the screenshot below. Source code is the code that web browsers “read” to solve how to display a web page’s contents. This is the HTML, CSS, JavaScript, etc. Google and other search engines use bots to read source code, and after it discovers a page, Google tries to understand what the page is about. 

Source Code

Codes like H1, H2 tags, links, images with alt tags are part of that calculation.

To improve your page indexing:

  • Page Titles. Create short, meaningful page titles. These are your H1 and is usually the main title of your page or post.
  • Page Headings. Use page headings that convey the subject of the page and be specific. These are your H2, H3, H4 tags and help break up your content for easier reading.
  • Meta Tags Title. Use relevant meta tags for Titles. If your title does not define the content of the website, Google may skip your website as it won’t match your title. Even if it did users will most likely bounce out.
  • Meta Tags Description. Use relevant meta tags for Descriptions. I recommend your meta description read like an advertisement. It’s the tool that helps users click to your website.
  • Text vs. Images. Use text rather than images to convey content. (Google can understand some image and video, but not as well as it can understand the text. At a minimum, annotate your video and images with alt text and other attributes as appropriate.) https://support.google.com/webmasters/answer/70897?hl=en
  • Image Alt Tags. ALT tags are used to describe the image or what the image is representing. One of the primary purposes of ALT tags is for visually impaired users who use screen readers when browsing but it also indicates to the bots what the image is. 
  • Nofollow links. The “nofollow” attribute tells Google and other search engines not to follow the link to the next page and not count it as link juice. When you use nofollow, you’re saying that you don’t want Google to focus on link to the next page. You want to direct Google toward things that you think are more important.
  • Canonical Tags. “If you have a single page accessible by multiple URLs, or different pages with similar content (for example, a page with both a mobile and a desktop version), Google sees these as duplicate versions of the same page. Google will choose one URL as the canonical version and crawl that, and all other URLs will be considered duplicate URLs and crawled less often.” https://support.google.com/webmasters/answer/139066?hl=en

5. Optimize your website for performance and speed. 

Keywords will help consumers find you, but what happens when they arrive at your site? Page speed is a direct ranking factor. To Google, users come first, and they are looking for websites that download quickly. A slow page load is an indication of poor user experience and can lead to fewer website traffic, decreased consumer satisfaction, as well as lower conversions.

It’s best to ensure that clients can quickly and efficiently navigate and use your website. High bounce-rates, to Google, can mean either your website is slow, or the content was poor or simply not relevant. (This goes back to #2.)

Pingdom Website Speed Example

What affects your website’s performance?

  • Large Images. Size matters. Large images can take too long to download—size

in height and width as well as bytes. Keeping large photos to a minimum will help your speed. Use smaller versions of photos as much as you can in standard JPG, PNG, and GIF formats and try using a compression tool.

  • Website Code. As you’ll see in item #4, code is essential to SEO, but it is just as important as it relates to performance. If you use WordPress, choosing the right theme and how it was coded is tied to your performance. I’ve seen themes with several font styles which, I know it sounds crazy, can absolutely slow your website. Each font style requires its own JavaScript file.  A poorly coded theme can cost you thousands.
  • Web Hosting. Cheap hosting will affect your website performance. I know it’s tempting to use $5 or $15 web hosting but that’s like opening your company doors in the most unfortunate part of town. Roads are congested and filled with potholes. Road maintenance is done by the lowest bidder and only do quick patchwork. Web hosting can cost you thousands, so make sure you get the right web host.
  • Bandwidth. Bandwidth is where your host becomes important. Many hosting accounts have a set amount of bandwidth. This refers to the amount of data transferred over a certain period of time – typically within 30 days. If you’ve got high traffic volume, that’s a good sign, but if you don’t have a host with the right bandwidth that can accommodate that, you’ll risk not only a slower website speed but also a complete shut down until your period renews, or you upgrade your plan. 
  • Connection Speed. This is usually out of your hands. But something you need to take into account. If you live in a rural area where customers may be accustomed to slow internet speed, your website needs to have a low website load. This can be measured in megabytes.
  • Plugins. If you are using any type of content management system like WordPress, plugins can improve a customer’s experience. But they can also be the cause of your website’s poor performance. When done correctly, you won’t notice much of a difference in your load time, but if several plugins are inundating the server with HTTP requests, you will see a negative effect on user experience.

Here are the tools we use to check a website’s performance:

https://gtmetrix.com/

https://tools.pingdom.com/

https://developers.google.com/speed/pagespeed/insights/

6. Ensure Search Engines Can Find (or Crawl) Your Website 

Website source code leads us to another important task; indexing your website. Search engine bots, or spiders, have to work on crawling and indexing your site. Crawling helps them to understand what parts of your website to focus on, and what parts to ignore.

It’ll be important to take control of the crawling and indexing process by making your preferences clear to search engines. All of the tools I’ve mentioned above are all a vital process to search engines crawling your websites and impact indexability.

Internal Link Structure Gives Structure

Relevant internal and external links are essential to ensure higher visibility and page rank for your website. Hyperlinks are either “external” or “internal,” depending on their target or destination. Search engines use these two types of links while crawling. Internal linking strengthens the overall search-optimized value of your website and provides clear paths for spiders. It also offers prolonged sessions for users and a tight-knit network of pages and posts. Some of the best ways to use internal linking are by making sure you link within your pages and blogs to your website’s other content. 

When linking internally, be sure to use your chosen and researched keywords.

Internal Linking Structure

The Robots.txt File

The robots.txt file is a central location that provides basic ground rules for crawlers. As webmasters, we create this file to instruct search engine robots on how to crawl pages on their website. On the opposite side, it’s also used to stop bots from indexing websites and individual pages. I’ve had to use it because there are bad-behaving bots that can cause bandwidth problems.

7. Configure your Google My Business (GMB) Account 

Your GMB account is one of the few ‘free’ tools that help to make your presence known across the entire Google suite.

Optimizing your GMB account begins by confirming ownership and then entering your business hours, address, phone number, and any other information to help consumers learn more about your company. You can include the forms of payment your business accepts and your services, products and portfolio of work.

Next, utilizing Google Posts can bring attention to your GMB listing and website and is a great way to deliver location-specific content to the right audience.

It’s also part of a broader branding strategy. I’ve seen instances where companies are competing with other companies with the same name. For example, there are several ‘Southwest Construction’ companies or variations in Texas, but only one will have that name within Google My Business and maps for a specific location on the search results page. With the GMB account, you can be sure your brand, logo, message, address show on that little section on the right.

The example below shows 3-4 companies with the name ‘Southwest Construction’ in the name in the Houston and Dallas areas. As I am in Houston, the GMB account shows the one in Houston but how can you really tell? There is no logo, imagery, or website.

Google My Business Account Example

More on improving your SEO with Google’s 3 Pack.

How to manage your Google My Business account.

8. Start a Review System 

There are many factors involved in search rankings. Besides external links, content and online customer reviews can be a strong signal to search engines that communicate trustworthiness and authority. Online reviews are a way to differentiate your business and raise your visibility in the search results. 

Create an automated system to collect reviews into your social media platforms and Google My Business 

Take your best reviews and funnel them into your social media and Google My Business accounts. Consumers don’t have to look for reviews for your business if you put them into a package that is ready for review.

How do I respond to an online review?

More on how to respond to negative reviews.

Review Management Flow

9. Promote Your Website Wherever Your Audience Hangs Out

What is the point of building a robust SEO website and providing quality content if no one is there to read it? Construction companies can use their blogs to create a dialog with customers while still attracting new customers.

To be honest, and you know this, your customers are not going to be visiting your website every time you post an article or update a page. This is when you need to share your content with your audience using social media. This is when you take advantage of where your customers hang out and share, promote, and share and promote over and over again. Don’t just share once. Share multiple times.

Your website and each post that you create should be shared across all of your social media. You may want to focus on one platform like Facebook but if your audience is also Instagram fans. If so, share there too. Consumers use different platforms in different ways and at various consistencies.

Share More Than Once

Below is an example of how one blog post gets shared multiple times throughout the year.

Ready to Optimize your Construction & Remodeling Website?

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Christina Hawkins

Since 1999, Christina has been designing and building exceptional websites. With many years of experience in creating thousands of websites, she understands the need for continuing education in her field and, therefore, is constantly learning and teaching others about internet marketing and digital processes. Christina has honed her digital marketing and graphic design skills so that she can help B2B industries get their message out to their target audience in the right way. In addition to her ability as a digital marketer, Christina serves as a coach and mentor with WPElevation to other digital marketing freelancers, helping them grow their businesses. She is a sponsor and co-leader of Houston's WordPress Meetup. Recently, she spear-headed the next Houston WordCamp 2020 as its coordinator after a 10 year hiatus and became the Houston Interactive Marketing Association Director of Technology.

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