Construction marketing keyword basics
You might have built a website that engages visitors with the imagery and messages that promote your company, but is that enough? Not if you didn’t consider the keywords used in the site. Keywords are the way potential clients find you through Internet searches. Without these essential search engine optimization (SEO) tools, someone won’t find your wonderful website in the first place. Here are some construction marketing keyword basics to help with search ranking.
Understanding construction marketing keyword basics
A keyword is a word or a string of words an Internet user places a search engine bar when looking for something online. Search engine spiders look for websites that contain the keyword used in an Internet search. To rank well in searches, keywords need to be the foundation of the website, blog, or social media content and woven into that content to meet specific guidelines (more on that forthcoming).
Keyword selection is critical
Selecting the right keywords or keyword phrases is critical to ranking well. Consequently, keywords should be chosen thoughtfully to ensure that they draw qualified traffic to your website and social media platforms.
Keyword use
Develop a list of keywords you think someone will use when searching that apply to your business. Then, research the keywords to determine the number of monthly searches and whether they are worth using. While general keywords will have higher search amounts, they are harder to rank than more focused terms. For example, construction services will have more searches but more competition from other websites, making it difficult for your site to rank well. When you employ focus keywords, such as Design/Build construction or retail construction, ranking higher and bringing more qualified traffic to your website will be easier.
Keywords in your blogs are another tactic that helps Google spiders recognize that your site provides educational content. Keep in mind that you should not repeat exact keywords in the blogs on other site pages. Google does not like repeating primary keywords throughout the website.
Google and construction marketing keyword basics
Google has set guidelines for using keywords in a website. Since it is the most used search engine, it’s wise to follow them. Here are the fundamental ones.
Keywords per page: While having multiple keywords per page is possible, Google suggests one primary keyword with synonyms. You can set synonyms for that keyword to help with ranking.
Page content: Google prefers at least 300 words per page with subheadlines breaking up the content. The keyword and its synonyms should be weaved naturally throughout the text and subheads. Don’t overuse the keyword on your page, as it will cause Google to penalize your website for keyword stuffing.
Metadata: Metadata is the background information search engines use to identify your website’s content. It is a critical part of construction marketing keyword basics regarding how Google will rank your site.
Featured image: A photo or graphic with the primary keyword as its “alt title” is the featured image, and it is another tactic to raise Google ranking.
Writing content: Google reviews the readability of page content. Several points relate to this part of the guidelines, and a professional content writer with experience writing websites can assist.
I hope these construction marketing keyword basics ideas help your website’s page rank. However, it is just one part of the vast and complex SEO portion of a company’s marketing strategy. You might need to use tactics like backlinking or Pay-Per-Click (PPC) advertising to improve website leads.
Pappy
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. He made this choice because of the impact on a client’s business growth and the formation of closer, personal relationships.
About Conach
When he created Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. By focusing on business-to-business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients nationwide.
For more information, visit conachmarketing.com or contact us or call 989.401.3202.