Scrabble tiles displaying S E O

SEO (Search Engine Optimisation)

SEO for Builders and Small Business Owners

Search Engine Optimisation (SEO) can seem like an insurmountable beast, especially if you’re a builder or small business owner who doesn’t really understand what SEO for builders even means. That’s why I’m here to help. I want to take some of that stress away and help your business be found. There’s no point having a website if it’s just floating out there on the web and nobody knows it exists.

SEO in a Nutshell

So what is SEO? What exactly does “Search Engine Optimisation” mean? How can it help your building business? Basically, it’s the ability of your website to rank highly (on the first page and ideally in the top 3 spots) of a Google search. In order to do that, we have to first do some keyword research to work out what people are typing into Google and which of those terms your page or website could be optimised for. The copy can then be written to match up with the keywords.

On-page, Off-page and Technical SEO

Other things like the visual layout of your site and the arrangement of text and images can have an effect on SEO. But SEO isn’t just about what you see on the page. It also involves what is known as off-page SEO. Coding that lies behind a website needs to be optimised as well. Your construction or building business will have more chance of rating well for SEO and therefore not just be seen, but get more clicks, if things like meta tags are also optimised. Meta tags are the little snippets of writing that appear under a URL in an online search.

But all the on-page and off-page SEO for your building company will not make a difference if the technical aspects of your website are not in top shape. That’s why I work in tandem with web developers (yours or mine) to ensure that everything is maximised in your favour. You want a fast website that’s responsive on a range of devices. You also want to ensure there are no errors and that Google’s “crawlers” are actually able to crawl your website and find each page on there. Once a page is crawled, it can then be indexed, ready to pull up when it matches a user’s question.

Why can’t I just pay for an ad on the first page of Google?

You can pay for an ad on Google and it’s a sure fire way to appear at the top of the page for search results. For some businesses, paid ads are beneficial. However, studies have shown that 76% of clicks go to organic search results with just over 71% of those going to links on the first page of search results. Further to that, of that 71% of clicks on the first page’s organic results, 33% go to the number one placed organic result.

Why do organic search results get more clicks?

Basically, organic search results are clicked more often because they are trusted. To rank on the first page of Google and in particular the first three spots, your content has to be high quality. Savvy users of the internet know this. In most cases, they will find what they are looking for in one of those top positions. That’s why SEO for building companies and self-employed tradespeople is so competitive.

Okay, sign me up. I want the number 1 organic search result.

Woah, hold up. It’s not quite that easy – otherwise everyone would be doing it. You see, nobody, not even the top ranked SEO honchos know what Google’s secret algorithm is. They get many clues and study patterns and pass all that information on to SEO copywriters like me. But nobody knows for sure. Even Google themselves have stated that “No one can guarantee a #1 ranking on Google.” So the minute someone promises you a guaranteed number 1 ranking, it’s time to question motives.

Why reputable copywriters won’t guarantee SEO results.

It would be nice if SEO for builders and other small business owners like plumbers and electricians was an exact science. I would like nothing better than to guarantee you results. But I can’t. There are just too many variables.

Firstly, I’m not a website developer. So someone with technical knowledge has to make sure the technical aspects of SEO are sorted out. Even then, we can get the website to a position where it is able to be crawled but we can’t force Google to crawl and index your pages.

I could promise you a ranking for an obscure keyword that doesn’t have much competition. And I could probably get you the number one spot for that. But if nobody is searching for that term and nobody is clicking through to your website and buying your goods/service, what is the point?

As a builder or any small business owner for that matter, you can’t just rely on SEO for website traffic and conversion of leads to sales. There are multiple other facets at play like your social media presence and your ability to network to name just a couple.

Then there’s the small (really big) matter of domain authority. Google ranks your page according to how authorative it thinks you are on a given topic. Much of that authority comes from quality back links.

What are Backlinks?

Backlinks are links from other sites to yours. Google places a tremendous amount of weight on this as a ranking factor. Not all backlinks are created equal. You have to try and earn backlinks from reputable sites with a good domain authority of their own. This takes time and effort.

SEO is the long haul game that’s totally worth it

Anything in life worth having is worth working for. SEO for building and construction websites is no exception. Hard earned rankings for keywords will see you reap the benefits. But overnight success stories are few and far between, and possibly non-existent. There’s no easy road to the top.

How long will it take to see results?

It usually takes 4-6 months to really see results. We recommend installing Google Analytics and Google Search Console to track your results. That way you can see what’s working and what isn’t.

SEO is not a one off task. It’s continuous. For life. If you want to get to the top and stay at the top, you have to keep working. Keyword research has to be repeated because searcher intent can change. If keywords change, then copy has to be edited as well.

Blogging is another great way to keep adding content to your site. It also has the additional benefit of giving you more opportunity to rank for more keywords. And of course, backlinks are something that you always aspire to build. You simply can’t rest on your laurels.

Want help optimising your website?

I’m here to take all the headaches away. Well, maybe not all – but at least some. I can help you with the initial copy to optimise your site. I can also do keyword reviews and write blog posts for you. Head over to my services Blog page to learn more about how blogging can help you. My Pricing page is also a great way to help you budget for the success you want.

I may not be able to guarantee you a number one ranking for the keyword of your dreams, but what I can guarantee you is that I’ll treat your business like my own and work damn hard to make sure it’s a success. Your success is my success. Get in touch and let’s have a chat about how I can help you grow your business.

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