In the fast-evolving contracting industry, a new technological revolution is...Read More
You know what the internet needs?
It’s 2,515,918th article on improving SEO and website conversions.
While I say that tongue-in-cheek, what the internet really needs is an SEO-guide written specifically for construction companies and tradespeople.
I’m going to list 10 ways you can increase your SEO for free, with not a nickel spent, other than some time and writing skills.
A value proposition is a quick summary that promotes the unique value of your products or services.
Too many companies focus on themselves and get too technical on their services or products. People want to know your solution, not how the sausage is made.
This is why a solid value proposition is at the core of all marketing communication. You are speaking to a person with a problem you can solve.
This is a great example from Everlast Vinyl Fencing in Edmonton, AB:
Everlast goes straight to the point of addressing the customer’s desire.
YES = “… the perfect fencing style to complement your home and landscape design.”
NO = “… thousands of fencing styles in our inventory.”
YES = “featuring materials that protect against the sun and stay durable against impact.”
NO = “featuring materials that are UV 400 rated and coated with durable polyethylene.”
First off, what is SEO?
Search Engine Optimization refers to the practice and system of optimizing your web pages to improve a page’s search engine rankings and drive more organic traffic to the site.
Search engine results are like real estate.
You can pay an advertiser like Google to list your company at the top for your desired search terms, and rent that top space, or you can put the work into owning that space by implementing good SEO practices.
A strong SEO strategy is focused on useful content creation, as well as best practices when it comes to site loading speed, social media engagement, and development best practices.
What are backlinks?
Backlinks are links from one website to another. Google and other search providers use backlinks as a sort of vote on how trustworthy a site is.
Good sites usually have lots of people linking to them, bad sites usually don’t.
The pages that rank highest in search results are usually the ones with the most backlinks and engagement, especially for high-volume searches.
One best practice is to build links to useful assets. If you want people to link to your page, you need to create or share something useful.
A great asset can be a blog post, guide, useful video, calculator, quiz, etc.
Having a Google My Business page is THE MOST IMPORTANT factor in ranking well in search and getting more customers.
Google’s algorithm for search ranking does not just consider keywords, domain authority, and trustworthiness, but relevant locations with highly optimized profiles.
Optimizing your Google My Business profile is the first thing a business should do when focusing on improving SEO as it allows you to be the first result even when searching for broad keywords like “edmonton electrician”.
Here are a few examples:
Links from Social Media do not contribute much to your websites page ranking, but it does one thing better than any other medium. It spreads useful and viral content by incentivizing people to share it with their networks.
People can’t link to content they don’t know about, so you could be creating tremendous value on your site, and no one would ever know.
Someone much wiser than me once said, “It doesn’t matter what you know if nobody knows you know it.”
We live at high speed these days, and much can be communicated to our short attention spans with a well-designed infographic.
What is your customer searching for, or what is their unknown unknown? (i.e. what do they not know that they do not know?)
Infographics for home and car maintenance routines have been a home-run. Everyone needs a reminder once in a while to clean their dryer lint trap, replace their furnace filters, and de-ice their freezer.
How does this apply to your industry?
This is so simple that I wasn’t sure if I should include it, but too many site owners believe that they can “build it and they will come”.
Google will index your site if somebody else is linking to it, but how will someone link to it if they can’t find you? And how will Google find you if no one is linking to you?
Submitting your site to Google also verifies the ownership of the domain, which increases your domain authority.
Do you like to hear yourself talk?
Do you often go on long and intense monologues?
Well, then podcasting may be for you.
Podcasts are one of the best ways to engage with your audience these days. The podcasting platform is still new enough that there are giant market gaps, especially in construction and trades-related categories.
Look around for podcasts that you can participate in as a guest, or start your own if you have the voice and personality for it.
Popular shorttail keywords like “edmonton electrician” might generate the most traffic, if you manage to rank for them, but targeting competitive keywords like that is not that useful for finding the right customers.
Let’s say you’re a local commercial electrician, and you specialize in new commercial construction and high-rise buildings.
What you really want to rank for are keywords like “commercial electrical contractor edmonton”, because Google will only place so many links to your page on their first page of search results, and using highly competitive keywords is crowding out your niche long-tail keywords.
If your page is optimized for “edmonton electrician”, you’re going to get a ton of people looking for someone to fix their breaker box or install new outlets in their house. This is a waste of your time.
On the other hand, the “commercial electrical contractor edmonton” longtail keyword will not have as many monthly searches, but because it’s longer and more specific than the shorttail keyword, you will more easily rank in the search results and generate more qualified leads.
Here’s a screenshot of “edmonton electrician” and how many searches are done per month:
And here’s a screenshot of “commercial electrical contractor edmonton”:
What are we seeing here? Way less volume for the second long-tail keyword, but these are the exact customers you want.
Google Analytics is a powerful tool when used properly. Unfortunately, most people don’t use it properly. Pulling useful information and valuable insights can be tricky, especially if you have a low-traffic site, but there are a few tricks to it.
You need to familiarize yourself with two areas of Google Analytics: Acquisition and Behavior.
Acquisition breaks down the data on where your visitors are coming from, and Behavior breaks down how they interact with your site.
Acquisition – How your customers are finding you.
Behavior – What your customers are doing on your site.
On the Behaviour page of Macsson Snow Removal, we can see that most people land on the homepage and then click on their Request A Quote form. After that, they return to the homepage and go to the About page or Contact page.
This is extremely useful because you can find out what your customers are after and how they look for it. Sometimes it’s just a quick quote, and sometimes they want to know more about your company.