When shopping for a marketing service to promote a construction business online one of the first places marketing managers look to is search engine optimization agencies, strategists and professionals. With thoughts of instantaneous success, they will retain the services of an SEO practitioner and eagerly await their newly found popularity across the Internet. Sadly, this is rarely the case.
In fact, most search engine marketing campaigns can take months to notice any tangible results across their search engine results pages (SERPS). Depending upon the age of your domain and the authority it carries, coupled with the quality of the content contained within, are just some of the factors the search engines use to rank a website in their SERPS. A brand-new domain will carry no authority for any subject regardless of the quality of the content. It takes time, and in most cases, a lot of links pointing to the site, for the search engines to start trusting the new site enough to recommend said site to their searchers.
There are so many factors that come into play when it comes to ranking search engines. As previously stated, domain authority is a big one and so is fresh, quality content. Do any other sites link to your site and its pages? If so, do any those sites have significant domain authority of their own? Sure would be helpful if they did, especially if they are related to your construction/contractor business somehow. There are so many subcontractor opportunities in every home build or renovation that securing relative inbound links should not be too difficult.
Before a site can even hope to achieve any significant rankings the site itself, and the pages contained therein, need to be prepared to take advantage of the ranking factors. This is the heart of any SEO campaign, it all begins with the way the site has been constructed and how the content is presented. This is known as on page search engine optimization or, SEO for short.
With respect to how the construction site should be built, that would depend upon what the business is. Regardless, there are a few elements that are common enough that virtually every site should use them. You can use the references listed here to extrapolate on how to apply the information to just about any other pages that are needed to make up the rest of the site.
When constructing the site try to keep all the relative pages grouped, this is known as SEO siloing. Good examples of this would be to put all the pages that refer to the construction business services within the sub category of Services, and all the product pages within the sub category of Products. Further to that, the site would then interlink the pages together using appropriate keywords as the anchor text to each of the pages that are thought to be related. A well thought out site architecture coupled with appropriate silos of information will not only help with your search engine rankings, but it will also be helpful to the site visitors by offering navigational efficiency.
There are a few other important things that need to be properly implemented to help with the on-page SEO. One of the most important on-page elements is the application of unique titles that not only accurately describe what the page is about but also contain properly positioned keywords that are not forced, do not keyword stuff. It only serves to confound search engines when every page of a website uses the same title. How can a search engine know which page to recommend when they all say the same thing?
As the Internet evolved towards mobile usage it has not gone unnoticed by the search engines and Google for one, has implemented their mobile first search algorithm. Basically, what this means is that the search giant will be offering up websites that are properly configured for mobile devices in their search results ahead of sites that are not. No contractor can afford to ignore mobility as more and more people look to their phones to find that plumber, roofer, electrician or home builder.
As previously mentioned, fresh content is a must to demonstrate to the search engines that a site is current, up to date and relevant to searchers queries. The fastest and easiest way to do this is to include a blog section within the site. The blog allows for a contractor to cover so many topics related to a business. Not only can the products and services be written about but so can those of sub-contractors and their offerings. All would be helpful in ranking as they introduce many relevant keywords and linking opportunities to the site.
There are literally hundreds of ranking factors that determine which sites land at the top of search results pages and nobody knows them all, not even the technicians who build the search engines. They are closely guarded trade secrets that can, and often do, get altered. When a construction company or contractor is having a hard time getting their company website found in the various search engines, it is always a good idea to examine some of the basics as detailed in this post. Should this all be too time consuming then this would be a good time to contact Builders.Zone to help with their search engine optimization.
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