How construction companies rank in the search

SEO in the construction industry requires a mix of local, on-page, off-page and technical organic search skills to maximize your ranking potential.

The right balance of these skills and tactics for your organization depends on:

  • Targeting (regional vs. national).
  • Type of business (custom vs. tract builders).
  • Availability of resources to get the job done.
  • And growth goals.

While the above factors will help you tailor and tailor your SEO strategy to your specific needs, you need a solid foundation to build from (see what I did there?).

Here are four areas that marketers in the housing space should be well aware of to help your residential construction business succeed in research.

1. Mandatory on-site content areas for home builders

Your site will have sections dedicated to potential customers and customers.

Here are five areas where your site needs to invest more for SEO success:

House floor plan or floor plan pages

The most popular sections of builders’ sites are typically their floor plan pages.

The bulk of your website investment should go into making these pages full of images, specifications, localized pricing / features, virtual walkthroughs, FAQs, and video-based content with the home designer or architect.

These pages should also be mobile-friendly as they may not be able to display detailed images as easily as you would on a desktop or tablet.

Community or sales office pages

For home builders, your community or sales office location pages are your gateways to appear in local search.

These pages should have a community name, address, and phone number information.

Also, for trait builders, each community page should contain information about what it’s like to live in the area and a gallery of your homes (with rich localized text descriptions).

Even better if you can include a map with nearby attractions, restaurants, grocery stores, and watering holes.

For custom lot builders or yours, these location pages should also have localized information on:

  • The construction process.
  • Any necessary permissions.
  • Video testimonials from happy customers from that area.
  • A gallery of houses built in the area.
  • Frequently Asked Questions (with FAQ scheme implemented on the page).

Featured product pages

Builders work with a variety of suppliers and contractors throughout the construction process.

These suppliers impact the buyer’s decision because there is an association between the quality of the suppliers’ material and the buyer’s perception of the brand.

Home builders who have clear product information on their website can use it to their advantage to ensure that the buyer feels confident because they are using premium products.

These pages help both from an SEO point of view and from the sales process.

Construction process

For custom home builders, buyers need to understand the long, multi-step process of building homes.

You should consider creating a timeline infographic, guide, video, or series of articles describing it.

Most of this content is usually documented internally, but builders who can make it public (even if it’s somewhat abbreviated) will help educate and qualify buyers throughout the sales process.

Blog content

Homebuilders will struggle SEO without a section of their website dedicated to fresh educational content for the home buyer.

For tract or spec builders, this content should focus on financing and the existing home selection process.

For custom home builders, this needs to talk about a wider range of topics which could include:

  • Find land.
  • Prepare your land.
  • Financing.
  • Working with the builder.
  • Inspect the house before moving.
  • And more.

2. SERP functionality for home builders

The high engagement and lengthy home buying process creates several opportunities to show up for different SERP features.

Local package

Homebuilders’ first steps to improve their local SEO presence should include optimizing and verifying their Google business profiles.

This should be done at the local office or branch level and you will need to create a profile for each location (sales office or community).

Once you have optimized your GBP, you should now focus on generating 5-star reviews through a review program, which will further help you climb the local SERPs.

Knowledge package

Each of your communities (for trait builders) or sales offices (for lot builders) can come up with a customized information pack.

The information packet is chock full of location information (provided by your Google business profile), user-generated questions and answers, reviews (from Google and third parties), associated social profiles, and more.

Image package

The highly visual nature of the new homes creates opportunities for builders to appear in image packs.

Image packs typically contain images from the builder’s website, as well as re-shared images from home building aggregators, YouTube, and local publications.

Along with high-quality photography, homebuilders need to invest in content distribution and public relations strategy to spread their visual creative assets across channels.

People ask too

There are dozens of frequently asked questions your team members have answered for prospects and clients about the home buying and building process.

If you have a help desk, a lot of this information can be pulled from there.

Either way, your website can be viewed frequently within the SERP People Also Ask (PAA) feature using the FAQs on your site.

Also, by implementing the FAQ scheme, you are giving a signal to the search engines and you are giving your site the best chance to get the SERP PAA feature.

The FAQ scheme is relatively easy to implement depending on your CMS.

3. Off-page SEO opportunities

Home builders typically have plenty of low-cost link building opportunities as they are well connected with suppliers, partners, and community organizations.

Here are two off-page opportunities to invest in.

By building connections

Home builders have relationships with suppliers, business partners, suppliers, contractors, real estate agents, customers, media and people outside the community.

The volume of these reports increases even more when national or regional home builders are considered that are located in multiple locations.

Marketers for home builders should create a list in their CRM of potential link building opportunities and make sure there is a process for getting a backlink from every website you have a relationship with.

Building overhaul

Generating positive reviews on third-party sites or on Google is one of the most impactful off-page SEO opportunities for your team.

When completing projects with buyers, you should have an automated outreach system to encourage customers (happy or with a high Net Promoter Score) to leave reviews on Google, Houzz, New Home Source, and other sites that aggregate customer reviews. builders.

If you are using your CRM to its fullest extent, you should keep track of customers who have left you 5-star reviews so that you can work with them in the future to build case studies, rely on them for customer referral calls or potentially resell them in the future.

Along with an automated review request system, you should also incentivize your sales team to encourage review creation.

Online reviews are worth their weight in gold, and you should reward your sales team (with cash) if they are the ones who prompted the customer to leave their review online.

Many review sites prohibit incentivizing your customers to leave reviews, but there are several creative ways to make their life easier.

4. Common SEO Mistakes to Avoid

The list of common SEO mistakes is long. Here are two that builders should avoid:

Hidden content

Larger home builders have more sophisticated CMS capabilities that allow for greater customization and localization of content.

While this can be helpful from a user experience standpoint, you need to balance it with Google’s ability to crawl your site.

If you hide specific content from users in certain locations and if Google has no means of crawling this hidden content, you risk not indexing it in Google.

Content deprecation issues

The other major mistake that is more common with Tract builders is the excessive amount of content that needs to be deprecated and redirected when all homes in a community are sold out.

New communities have the propensity to generate links inbound, to new communities, from local news and other sources when they are announced to the public.

The 301 redirect to a relevant category or city page will give you the best opportunity to maintain the link equity created in the URL.

Alternatively, you can refresh the page and let the visitor know that the community is exhausted, but that they should look at the provided list of nearby communities.


As you can see, there are a variety of skill sets and resources that home builders need to stand out in local and organic search.

As competition in this space continues to grow, builders who have a strong local and national SEO presence, a system for generating 5-star reviews on local channels, and most importantly, an enthusiastic fan base of satisfied customers will see the most success. in the SERPs.

More resources:

Featured Image: sculpies / Shutterstock

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