In today’s digital landscape, local SEO for construction companies is no longer an option – it is a necessity. Regardless if you’re a small local builder, a large-scale construction company, or anywhere in between, potential customers are looking for services like yours to get done online. According to my research over 90% of customers use search engines to find local businesses today, including construction companies. Local SEO presents you with the opportunity to gain more business and dominate your area.
Why Local SEO Matters for Construction Companies
To my knowledge, the vast majority of construction companies continue to rely on referrals and word of mouth marketing in a big way. And while seo for construction companies these are both still great methods for generating business, they’re not enough anymore. Today, homeowners and business owners alike turn to Google before they ever make a hiring decision. If your company doesn’t feature in those local searches, you are missing out of potential high-valued leads.
When done right and investing the time into SEO for construction companies does help you show up in the right spots when someone does search for “home builders near me”, “commercial contractors,” and so-on. That way, your services will be up front and center when local clients are looking to hire.
What Is Local SEO?
Essentially, local SEO (Search Engine Optimization) is to improving your online visibility for location-based searches. General SEO is just far reaching and is attractive for people further away, whereas local SEO uses specific geographic criteria to show up in searches by people in your local area for your construction company.
I have seen a lot of my research come out focusing on larger aspect of local SEO such as:
– Optimize your Google business profile
– Local citations & directories / listings
– Locally relevant information on your website
– Online reviews / reputation management
– Mobile-friendly website that loads quickly.
Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is something that is likely the most important component of your local SEO strategy. When an individual searches for a service you provide for construction in your area, a “Map Pack” appears above the search results populated with a map and three local plumbing businesses that either loosely or closely match their search.
There are steps you can take to increase the likelihood of showing up in that prime real estate. You will want to:
Claim and verify your Google Business Profile
Use correct business name, address, and phone number (NAP)
Use a correct primary category (i.e., “Construction Company” or “Home Builder”)
Upload quality images of your work
Request for happy clients to leave positive reviews
Market research shows that businesses with 10 or more positive reviews are three times more likely to gain new customers from local search.Build Local Citations
Local citations are online mentions of your business name, address, and phone number. They often appear in local business directories like Yelp, Houzz, Angie’s List, and others. Consistent NAP information across these directories helps Google verify your location and improves your local rankings.
As per my knowledge, construction companies that list their businesses on relevant directories tend to outperform competitors who don’t. You can also include specialty directories for builders and contractors to strengthen your profile.
Use Location-Based Keywords on Your Website
Another great way to take over your market is to focus on local keywords on your website. For example, instead of optimizing for “Home remodeling,” you could optimize for “Home remodeling in Dallas” or “kitchen renovation Los Angeles.”
Here are a few examples of how to naturally weave in local keywords into your writing:
“We offer seasoned SEO for construction companies wanting to get found in their local markets.”
“As a leader in SEO for construction companies, we help builders flood to the top of local searches for construction services.”
“If you need SEO for builders that actually generates real leads, we can help you wipe out your competition.”
“Our construction company SEO agency is certified in local visibility tactics that will put you in front of high intent prospects.”
You can use these examples for blog posts, service pages and case studies to set yourself up for success in local search visibility.
Create Localized Content
Search engines reward websites that provide valuable content for local readers, that’s why it works well to write specific blog posts and service pages specific to your service areas. Some examples of localized content include:
“The Best Construction Materials for Houston Homes”
“How to Choose a Trusted Builder in Phoenix”
“Permit Process for New Construction in Tampa”
By targeting topics people are interested in specifically in your area improves your SEO and builds authority in the local market.
Earn Local Backlinks
Backlinks—links from other websites to yours—are a significant ranking factor in SEO. Earning links from local news websites, home improvement blogs, or community directories can boost your authority in the eyes of Google.
You can do this by:
- Sponsoring local events
- Partnering with local real estate agents or architects
- Getting featured in local news stories or industry publications
As per market research, construction companies with a diverse backlink profile tend to rank higher in both local and general search results.
Mobile Optimization Is Non-Negotiable
Over 60% of local searches happen on a mobile device. If your website is not mobile optimized, you are losing potential customers. When potential customers visit your website, it should load quickly, be easy to navigate, and be properly viewed on tablets or smartphones.
As I understand it, a 2 second delay in page load time can increase bounce rate by 50%. Google prefers optimized sites in search results, especially local searches.
Track and Improve Your SEO Performance
To be competitive in your area, you need to constantly review and improve your local SEO strategy. Measure what drives visitors to your site using tools, such as Google Analytics and Google Search Console, by tracking:
Traffic source or not restricted
Key words that are popular
Click throughs
Conversion
From my research I discovered the performance of many construction companies is obstructed by stagnant search engine optimization practices.
Those companies that adhere to tracking and managing their site continuously often yield longer-term effectiveness.
Hire a Specialized Construction Company SEO Agency
Though you can do local SEO on your own, many construction companies are seeing better results when working with a specialist construction company SEO agency. SEO agencies know local SEO and they have modified their services to take advantage of the unique local opportunities and challenges specific to construction.
Construction company SEO services are unique to the construction industry and may include things such as:
Competitor analysis
Keyword research specific to your trade (roofing, remodeling, general contracting, etc.)
Blog and content marketing strategies
Business Profile on Google suggestions
Link-building campaigns for rankings.
Studies have shown that companies using a specialized SEO agency will see growth in their local search visibility 70% greater than companies that use generic SEO companies.
Final Thoughts
You can’t afford to gloss over SEO if you want your construction company to capture value in your local market. According to my observations and ongoing market trends, more people search online than ever before to find credible builders and contractors. With a strong local SEO plan that includes optimizing Google Business, creating locally relevant content, consistent citations and the involvement of specialists, your company is positioned to generate more leads, establish trust, and create an advantage over the competition.Whether you are just starting or have been working on getting results, the time is now to focus on SEO for construction companies. With a focused plan, your company can become the builder of choice in your local area and maintain that position.