However you look at marketing your Vancouver and Lower Mainland Renovation and Remodelling company, you need to have a focal point to direct potential new clients to. And when that focal point is for digital marketing, you must invest in a good website for your construction business. One that works for both your potential clients, but also for Google and Bing.
Now, a website is only the beginning to effectively marketing your renovation and contracting business. There are a few steps one needs to take to help get a site achieve search engine rankings using techniques known as search engine optimization, or SEO as it is more commonly called. Following these steps won’t guarantee success at ranking higher in the search engines. However, failing to use them will guarantee that your site has no chance of attaining high rankings, especially in the incredibly competitive construction and renovation industries. Type “construction companies” into a search engine and it’ll generate over a thousand results just for Vancouver, BC alone.
And to add fuel to the issue, many roofing, HVAC, plumbing and renovation companies are trying to compete using outdated marketing methods, such as posting in the Yellow Pages. For today’s audiences, that just won’t cut it any more. Where you need to look is SEO. And by pursuing this avenue, you’ll earn a critical advantage over your competitors, those who’ve failed to develop their presence online.
We at Builders.Zone can leverage our two decades plus of experience in SEM (search engine marketing) for your construction and remodelling company. We’ve developed a blueprint that will boost your rank on Google and open the door to more work than you previously thought attainable.
Here are 6 Tips to Getting Your Construction and Remodeling Website on the 1st Page of Google
1-Start With A Solid Foundation
SEM success begins with a stable foundation. The architecture of your website is what the sustainability and strength of your site depends on. If there’s something amiss regarding the initial design, the failure of your site isn’t a matter of “if”, but “when”. This is where on-page SEO comes in.
On-page SEO is your website’s framework. It’s the basis for about 30% of your search engine rank, so it’s easy to see why it’s the first thing you should address. Meta-data, site map, and the navigational aspect of your website all fall under on-page SEO. How well your website performs on mobile devices is another important aspect in 2019 and beyond. So, how can you tell if your on-page SEO is working for or against your construction business? An SEO provider will supply you with lots of insight, but for now you can check on your page speed and mobile responsiveness simply by using a PageSpeed tool. It’s provided by Google and all you have to do is copy and paste your webpage URL. You’ll need to focus on your on-page SEO and make any fixes quickly if the results show your webpage in red or amber.
How do you ensure these on-page issues are remedied? Find an experienced online marketing team to attend to the architecture of your website.
2-For the purposes of this article I am going to assume that you took my advice and had your site built or rebuilt, using the WordPress content management system.
The first step would be to install a good SEO plugin and follow the help files to perform search engine optimization to your WordPress site. Some of the better SEO plugins are; WordPress SEO by Yoast, All in One SEO Plugin Pack and Premium WordPress SEO Pack. For absolute beginners you might want to consider SEO by Squirrly as this SEO plugin was designed with novices in mind.
3-Use Keywords to Target Locations and Sectors
A commercial contractor serving Vancouver, BC will have a focused keyword goal. A construction business dealing with commercial, industrial, and residential sectors within the Lower Mainland will have to do some research to figure out the most effective keywords to draw in such a broad clientele.
Each sector and each region will have different amounts of competition. Residential services in Abbotsford may or may not be more popular than commercial services in Vancouver, for example. By identifying which keywords are less saturated with results, you’ll have a much better chance at a higher ranking. You may be on page 2 of Google for the long-tail keyword “residential contractors Burnaby“, but you may not even be in the ring with your competitors for “residential contractors Richmond”. The latter keyword goal may hypothetically offer larger bids, but ranking highly for that term could take over a year. With the former keyword target? You could be on page one of Google within a few months and earning revenue and bids much quicker. By using long-tail keywords, you’ll be reaching your long-term keyword goals and gaining clients today.
Now, how would you even go about identifying these profitable keyword targets? Set up an account with Google Ads and investigate keywords prospective clients in your area search for and how popular they are. When you have your list of keywords, just plug them into Google’s search engine and examine the results pages to see where your website ranks among the competition. Be sure to sign out of your Google account beforehand, or the results will be adjusted to seem like your webpage is doing better than it actually is.
An SEO expert is the only one who can provide a calculated table of keywords that would be strategic for you to target. However, by doing a little research with the Keyword Planner and examining the search engine results pages (SERPs), you’ll have a better understanding of how important keywords are. We strongly advocate that our clients learn as much as they can about online marketing so they can make informed decisions before we step in to help.
4-Target Keywords by Building Concepts
Now that you know a little bit about how to identify lucrative keywords, let’s go more in depth into long-tail keywords. Here is where your services, products, and unique skills factor into the equation.
Targeting keywords that pertain to specific building concepts gives you a better chance at ranking highly and reaching customers who are further along in the decision making and buying process. As an example, say your contracting company is unique because you specialize in green building resources and ICF. Your main long-tail keyword target may be “commercial contractors Burnaby”, but you can also use “LEED builder Burnaby” and “ICF builder Burnaby”. The same idea goes for any concept that makes your construction company stand out. From luxury homes to commercial renovations, if it makes you unique use it to get a leg up over your competition.
The search volume for such keywords are more narrow. But, the people searching for them are really close to hiring a contractor. If you place yourself on Google effectively, that bid can be yours.
When you have identified your keyword targets, they need to be added to the meta-data, sprinkled into the content on your webpage, and added to weekly blog posts.
On-page architecture problems addressed? Check. Targeted keywords integrated into regularly updated blog passages and static web pages? Check. Great! Now, it’s time to concentrate on off-page SEO and get acquainted with backlinks.
Backlinks are links that live on other websites. Once clicked, they take visitors to your own website. It’s one of the most difficult aspects of SEO because having backlinks on any old website just won’t do.
If you have any bloggers, writers, or reporters in your network, reach out and see if they’d be open to referencing your company on their webpages. Backlinks occur naturally when you put out valuable content, but that takes a while to achieve. When you keep your blog fresh by posting informative content every week, content writers will find it on search engines and may include the information in an article they are writing. And there you have an organically earned backlink in the form of a reference.
Yes, backlinks are a challenging part of SEO and quite often require blogger and media outreach from an online marketing company. However, it accounts for around 20% of your search engine rank; therefore, it’s a worthwhile investment.
6-Google My Business and Social Media
You want your construction company to be noticed by Google as an option for clients in your service area. When you’ve hit that goal, you have a chance to climb your way to Google Page 1. Your customers will also have the ability to post reviews, and you’ll be able to engage with them and answer any questions they post right there on the SERP. Start the process by setting up your Google My Business profile. From there, you can claim your website. If you’re worried about missing any steps or not being able to navigate through all the tools GMB has to offer, it may be a good idea to hire a professional to manage this part of your online presence.
Now, what about social media? Social network signals make up around 5% of search engine rank. It’s important that your construction company maintains Facebook, Instagram, Twitter, and Linkedin accounts. Let’s do a side by side comparison of two construction companies. The first has a few social media accounts that are rarely updated. The other has social media profiles where they post quality content daily or weekly, and they respond to their followers in a timely manner. The latter is more likely to earn a better spot on Google and rake in the clients. You want to be that business. So, if you just don’t have the time to consistently post on social media, let an expert do it for you.
There is a lot more that is involved with search engine marketing/optimization and how you can use it to boost your construction website to the top of Google. But, with what you’ve learned here, you have what you need to make an educated choice regarding which direction you want to take. The next step? Contact Builders.zone to discuss your decisions and we’ll be happy to help you build an online presence that will rake in clients and outshine your competition.
Latest posts by David Wright (see all)
- 10 Tips to Successfully Promote Your Construction Business on Instagram - January 17, 2020
- Take Your Construction Company to the Next Level with a Marketing Plan - December 3, 2019
- Three Strategies For Your Digital Marketing Plan - November 28, 2019