SEO / Link Building / Content Marketing
SEO for Construction Companies
Construction is the bedrock of our country. The industry is responsible for building our nation’s infrastructure and supplying Americans with the resources needed to succeed. But for all of the sustained potential that exists in this space, few construction companies are taking full advantage of the opportunities they have to grow their online visibility, reach new customers, and drive up revenues. A firm investment in SEO can change all of that.
Why Does SEO Matter for Construction Companies?
Every major search engine – including Google, Bing, and Yahoo – has a system by which they provide users with specific web page suggestions based on the keywords provided. These results are considered natural and businesses and webmasters can’t pay for placement (as they can with paid search ads). Search engine optimization (SEO) is the process of tweaking and tailoring a website so that its pages may show up more prominently in certain search results.
SEO is important for businesses of all shapes, sizes, and markets – but for construction companies in particular. Here’s why:
- Increased visibility. Ultimately, SEO is about visibility. The higher your web pages are in the search rankings for target keywords, the more impressions you get. Even if people don’t click on your search results right away, their repeated exposure will cultivate a sense of trust and familiarity, which may yield dividends in the future.
- Increased traffic. Research shows that 33 percent of all clicks go to the first URL in the search results. Roughly 15 percent of clicks go to the search result in the second position. Another 9 percent go to the third position. In total, somewhere around 75 percent of all clicks go to first page search results. Thus, if you want to increase traffic to your website, a commitment to SEO is a must.
- Enhanced credibility. In today’s marketplace, exposure is closely correlated with credibility. The more visible your brand is, the more people become comfortable with it. And if your content shows up prominently in the search results, prospective clients will naturally assume that you know what you’re talking about.
- Better UX. The search engines set their own rules and requirements for ranking web pages. They’re in the business of sending their users to the best/most relevant websites possible. Thus, in order for a web page to rank well, the search engines require a commitment to design, navigation, and content principles that provide a better overall user experience (UX). If you invest in SEO, you’re also investing in better website UX. That’s a good thing!
- More cost-effective. There’s a time and place for paid traffic, but it’s far more cost-effective to optimize your website for natural search. Over the long haul, this will save you a considerable amount of resources. It’ll also lead to more sustainable traffic patterns.
It doesn't matter if you run a small contracting business where you renovate kitchens, or you manage a full-blown commercial construction business that builds skyscrapers. If you're in the construction industry, you need SEO to grow your brand and reach people.
The 4 Elements of SEO That Matter Most
SEO isn’t something you learn overnight and execute in a matter of weeks. It requires months (and eventually years) to perfect. As you learn more about SEO and the role it can play in the growth of your construction business, here are some of the various elements that matter most:
- Keywords. SEO is highly predicated on search intent. If you want to reach the right users at the right moment in the conversion process, you need to understand what keywords they’re using to search for construction services. These keywords can then be used as part of your content and website optimization strategies.
- Content. Content is the lifeblood of SEO. Without good content, you won’t satisfy the search engines or your human readers. Content needs to be rich, informative, engaging, and properly optimized (using the keywords you’ve discovered).
- Technical. SEO isn’t all about marketing, branding, and content creation. There are also plenty of technical elements – particularly when it comes to on-page SEO. Google has a bevy of requirements for websites, including rules related to meta descriptions, meta titles, Schema markup, coding, site speed, canonicalization, and other related concepts.
- Backlinks. Search engines use links as trust signals. The more links you have pouring into your site from other reputable and relevant websites, the greater your credibility. Naturally, this leads to positive movement in the search results.
A thorough SEO strategy must commit to each of these elements in order to produce sustainable results. But if you want your results to take off, you need to pay special attention to this latter element.
Construction | Builder | Architecture
How to Leverage Link Building in Your SEO Strategy
Few aspects of SEO have the potential to help a brand scale visibility and traffic quite like a robust link building strategy. But what exactly is link building, and how can you execute a proper plan?
In order to understand what link building is, you have to clarify the meaning of a link. In the simplest terms, it’s a connection between two pages on the internet. When clicked, a link refers the user to another page with further information. Links are often used as resources or directional cues.
When browsing the internet, links typically appear with a clickable text known as “anchor text.” Anchor text serves two distinct purposes: (1) Gives users an idea of what the link is and a preview of what they’ll discover if they click on the link; and (2) Helps the search engines understand what the page is about, which can provide a boost in terms of SEO and rankings.
Link building is the process of acquiring backlinks from other websites to your own. The more links you have flowing to your pages from highly authoritative websites, the more trustworthy the search engines view your website. Over time, an investment in link building will (a) improve your search rankings and (b) increase traffic to your site.
As with most aspects of SEO, link building doesn’t just happen overnight. It requires strategic planning, diligent execution, and plenty of patience. Here are some helpful tips for getting started:
1. Research Your Audience
The process begins by understanding who your audience is, what their needs are, and what solutions they’re looking to solve their pain points. More specifically, you need to dig into their search behaviors so that you can pull out the keywords and search terms they’re using to find you (or your competitors).
Careful audience research takes time, but it’s the foundation of a solid link building strategy. Take the time to figure out what kind of topics are of interest and use this to shape your content strategy.
2. Develop Original Onsite Content
People often want to jump straight to link building without first taking the time to consider the content strategy on their own websites. This is problematic. Because once you build inbound links, where are they going to take your visitors? And what will they find once they’re on your site? If it’s a shallow collection of poor quality content, your results will reflect it.
The key to a successful link building strategy is to have a rich library of original onsite content that resonates with your audience. In the industry, we call this type of content “linkable assets.”
Linkable assets are pieces of content that add value to the audience and ultimately encourage them to purchase products or services to help them overcome a pain point or satisfy a need, desire, or want. You should have dozens, if not hundreds, of linkable assets on your website. Make sure you commit some resources to content creation prior to getting serious about link building.
3. Build Connections
Link building is a time-consuming process of looking for opportunities and seizing them. It’s made much easier if you have the right connections.
Most people assume that link building is all about writing content and asking random bloggers and website owners to publish it, but that’s not really how it works. The bulk of link building is networking – in-person and online.
In order to generate real results, you need genuine connections with publishers, journalists, bloggers, business owners, web masters, etc. You need people who know and trust you – people who will go to bat for you. Only then can you generate enough links to move the needle.
4. Give to Get
If you have a mentality that says, “Everything is about me,” you won’t get very far in link building. Link building strategies are predicated on mutually beneficial relationships. If you want results, you must be willing to give before you get. This means offering to develop original content for a blog; becoming an expert resource for a journalist; or offering to be interviewed on a podcast. The more you give to others, the more they’ll be willing to help you.
5. Stay the Course
Finally, link building requires a healthy dose of patience and poise. You aren’t going to get amazing results overnight. In fact, it can take months for a link building strategy to generate traction. You have to trust the process and stay the course. As long as you’re going about link building in the right manner, the results will come.
Black Hat vs. White Hat Link Builders
Link building is a bit like the Wild West. It went unregulated for such a long time that so-called SEO experts were able to get away with just about anything they wanted. Over that time, bad techniques and spammy strategies became the norm. Today, many link builders still use these strategies, despite the fact Google has cracked down on these tactics. These “professionals” are known as black hat link builders. You can spot them by what they say and do.
- Keyword stuffing. Keywords are important, but they must be natural. Any link builder who is still using keyword stuffing as a strategy is irrelevant and ineffective.
- Hidden links. While less common these days, you’ll still find some dirty link builders using hidden links for their clients. (Hidden links include off-screen links, text with font size of zero, text placed behind images, white text with white background, etc.) If you get caught with hidden links pointing to your site, you’ll face stiff penalties.
- PBNs. If you want to earn some quick links, you can always use a private blog network (PBN) to grab a bunch of low-quality backlinks from random websites. However, Google considers PBNs spammy and regularly penalizes them. If you find a link builder who uses PBNs as a party of their strategy, you know you’re dealing with a black hat service.
- Duplicate content. A black hat SEO will try to game the system by publishing duplicate content in multiple places. However, search engines are sticklers about original content. Breaking these rules leads to stiff penalties.
The good news is that black hat SEO and link building services are slowly being weeded out. People are recognizing that their strategies don’t work, and Google is proactively stifling their spammy tactics. On the other end of the spectrum, you’ll find white hat SEO and link building experts.
A white hat link builder follows the rules and looks at long-term results over shallow, short-term gains. If black hat link building strategies are like “get rich quick” moneymaking schemes, white hat link building is like a long-term, well-diversified financial portfolio that prioritizes the value of dollar cost averaging and compounding interest.
Just like a black hate link builder, you can spot white hat link builders by what they do and the results they get for their clients.
- Quality content. An honest link builder develops quality content for the audience, as opposed to over-optimizing for search bots and algorithms. All content is 100 percent original and useful to the publisher/reader.
- Diverse publishers. A good link builder doesn’t have to peddle content until a low-quality blog is willing to pick it up. A good link builder has a rich Rolodex of high authority publishers who are willing and ready to publish quality content with relevant backlinks.
- Measurable results. A white hat link builder knows that he’s adding value to his clients. This means he’s willing to track and share measurable results to prove the strategy is working.
White hat link builders are committed to high quality content creation and strategic link placement. They’d much rather obtain a few links from authoritative websites than dozens of links from spammy blogs and sites that don’t have much clout. They also don’t make promises they can’t keep. (You’ll never see an honest SEO or link builder guarantee a certain search ranking.)
Content Marketing & Link Building for Construction Companies
We craft articulate content and cultivate authoritative backlinks for builders.
Content Marketing & Link Building for Construction Companies
We craft articulate content and cultivate authoritative backlinks for construction engineers and builders.
A thriving construction company is built on relationships. The stronger your relationships are with your customers, the healthier your practice will be. But sometimes the hardest part of building these relationships is getting people into your office. In other words, it starts with lead generation.
At the core of modern lead generation is a digital strategy that leverages content marketing to elevate your brand, enhance visibility, drive traffic, and convert leads into customers. There are numerous ways to go about this, but link building is one of the strongest, most sustainable elements.
A link building strategy uses original content to garner backlinks from authoritative websites and blogs. As a result, construction companies are able to generate brand awareness and signal validation and authority to Google, Bing, and other search engines. But executing an effective link building strategy takes a lot of time, effort, and experience. That’s where we come in.
At SEO.co we take the challenge of link building – which many construction companies find overwhelming – and simplify it into a reliable, turnkey service that yields consistently positive results. We write the content, select relevant publishers, handle the outreach, secure the link placement, and deliver powerful hyperlinks that boost your dental practice’s lead generation efforts. You can think of us as a virtual extension of your team.
In addition to helping you acquire a sticky web of links back to your website, we also specialize in crafting onsite content. From simple awareness pieces and how-to articles to in-depth guides and technical resources, our stable of experienced copywriters will help you develop an arsenal of content that delights your customers and accelerates your overall marketing campaign.
When you work with SEO.co, you can rest assured that you’re getting the best the industry has to offer. Our services are completely white-hat, transparent, and risk-free. Collectively, our team of U.S.-based content writers have developed millions of words of content for hundreds of clients across dozens of industries and niches. And with an unparalleled money-back guarantee, you can be sure you’re maximizing your budget.
Talk to an SEO.co team member today to learn more about how our content services can help your construction company grow!
What Sets SEO.co Apart
100% focused on quality content and quality backlinks
We follow a simple, time-tested process for building quality website backlinks for your business:
- 100% U.S. based content team with direct expertise in construction companies
- Reliable & quality publishers, including top-tier websites eager for quality software-related content
- Fantastic customer support with direct access to our team at all times
- Non-branded link and content publishing reports
- Fully white-hat services. No spammy links ever.
- Rapid order turn-around time
- Full transparency on all content orders throughout the process
- Money-back guarantee. You only pay when we deliver!