The first step to rank in the search engines is to have a page that is properly optimized for Google using SEO techniques and best practices. When you are building your page you want it to be visually appealing and SEO-friendly for your potential customers to find. The goal is to attract the right customer with the right content at the right time.
This article centers around the anatomy of a perfect seo page for construction companies. This is a practical guide so you can get found quickly in the search engines and move your SEO ranking above your competitors. The higher you are in the ranking the more often you are found, thus the more leads you will convert. In this article we are using tools like, SEM Rush, HubSpot and Google’s Keyword planner. So let’s get started on how to build the perfect SEO page.
Define your website URL keywords
Before you even build your website you should think about what you are offering to your customers for products or services. Think about the names of your products, your location, and other key terms of your business. Then start doing your keyword research.
Here is a URL that relates to the company's main offerings, and even includes a keyword in their URL: www.uppervalleycleaning.com. They are located in the Upper Valley region near Dartmouth College and are on the road to dominating their market. “Cleaning,” is their focal keyword term and "upper valley" denotes their geographical market area.
After you have found a focal keyword that fits your business, use it everywhere: in your URL if you can, on site pages, in meta tags, image ALT tags, blog pages, and on social media channels. This keyword is important, but it's not going to be the only one you will use.
The graphic below shows SEM Rush for keyword analysis and the competition level, volume, results, etc..
Once your website is built, you're next step is to add content—AKA, to start blogging. The first step is to fine the right long-tail keyword. You will need to find a keywords that have a good monthly search volume and a difficulty score of 60% or less. The higher the difficulty score the harder and longer it is going to take you to rank for that keyword phrase.
Use your keyword in the article one to two times and no more. You want your article’s keyword density to be around .6% to 1.2% and no more. By keeping the keyword density below 1.2% you make the article more in line with natural language and avoid being flagged by Google for keyword stuffing.
Define your Title
When you are creating the magical title for your page that will attract customers make sure you are using a long-tail keyword in the title that both matches the content of your page, and keeps in focus your customers’ buyer personas interests.
Your title should be no longer than 70 characters. That is the magical sweet spot. Anything more than 70 character and it will get truncated by Google in the search results. Your title should always have the page’s long-tail keyword in the title. In the example below “Facebook Marketing Goals for Construction” is the long-tail keyword. The title to your page is normally at the top of the page in the body tag and displayed in HTML as an H1 “title tag.” For SEO, the HI tag a Google requirement.
This is an example of a truncated title in the Google search results.
This is the sweet spot for SEO Titles. Less than 70 characters for a great SEO Title.
Optimize the Body of your article
Structuring your blog article with the right content is key. You don’t want to make it boring with just text and no images or, worse, a lot of run-on sentences. Conversely, you don’t want a lot of images and no text. There is a balance to writing a great article that is easy to follow and that will interest your audience.
- Give a great introduction and summary of what this article is about in the first paragraph
- Use sub-headings to make it simple to follow and skim the article. Use sub-heading every 2 paragraphs.
- Give a conclusion summing up the whole article
- Lastly, key take-a-ways: Use bullet points to tell the customer what you want them to walk away with.
SEO Images in the body
Have you ever heard the phrase a picture is worth a thousand words? That is because people are visual by nature. Sight one of the primary senses that we use to identify and connect with people, places and things. Plus Google wants you to have one image in the body of your article and optimize that image for the keyword matching your page.
In Hubspot you put that long-tail keyword here in the Alt-Text (description) and this meets the Google requirement for image optimization.
Linked-In and Linked-Out
In the body of your article you also need to show authority beyond your own writing. Before you write your article you need to read up on your industry news and find to leaders in the industry and use them as a resource.
Internal Link: This is an internal link inside the body of your article. Find one or two words in the body of your article and hyperlink to another page in your site that is related to this article.
External Link: Again, find one or two words in the body of your article and hyperlink them to a related article online from a thought leader in your industry. Hyperlinking to an outside source will help you to appear more trustworthy to your readers.
By hyperlinking to inside and outside sources within the body of your blog article you increase the visibility in search engines page view and time on site with customers.
Conclusion, Conclusion, Conclusion
Sometimes it is hard to say everything you want to say about a single topic. That is okay, break it up into 2 or 3 blog posts and make it a series. The last paragraph of your blog is the final stage. Wrap it all up nice and neatly and keep it short.
Finalize your blog article
It's helpful for your readers if you use key take-a-ways. Here's where you tell the customer in bullet points what you want them to walk away with. Keep it simple, maybe 3-5 key take-a-ways, but no more.
Lastly, insert a CTA (Call to Action) at the very bottom of your post. Let your customers know there is an optional next step after they've read your article. Give them something that will produce additional value is the first step in converting visitors to leads.
Now that we have covered some of the basic elements of a perfect seo page, get started on writing great content in your website. Remember the goal of each page in your website is to create content that addresses your buyer personas pain points and provides solutions to their questions.
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