Why Learn How to Use Keywords?
Today, most SMB (Small and Medium) B2B and even more B2C purchasers start their buying journey online. Why are they doing that? They're looking for solutions, and lots of them. Online marketing for construction companies requires the use of keywords in order to get connected with customers.When someone enters a search term and hits “enter,” the search engine will display the search results. Each term—the one your potential customers are entering—are called, “keywords.” (How did you find this article? By searching?)
Your website’s pages will contain those keywords. When some of those words are used strategically, they are called, keywords. Keywords should be used in:
- A page or blog title (one keyword used in the title of this article is, construction company website trends).
- In sub-titles (H tags) throughout a page.
- In image ALT tags.
- In META tags.
Some things to know:
- If they find any of your company’s webpages (not just your home page), you win. It is often to your advantage if they find a blog page first, because it could help solve why they searched in the first place.
- If you’re not in one of the top three listings, your chances of getting a conversion diminish logarithmically. People generally will look at the top 3 search results and compare, but they often don't look further.
- If your website’s site pages or blog pages don’t end up in the top 10 search engine pages (SERPS) then you have almost no chance of snagging that customer. Once you know where you rank in comparison to your competition, you can then work on things to improve your ranking.
What do keywords have to do with this?
- The searchbots will assign a ranking to your website for every possible keyword combination. So, if someone types in “construction companies in Texas,” and you own a construction company in Texas, your pages will be in that search result. Your could be on page 1 or page100; nevertheless, you’ll be there.
- Your ranking is related directly to what keywords you are using, how you are using them, and the frequency of their use.
Picking and Using Keywords
1) Start by creating a keyword list
Marketing for construction companies always starts by using your knowledge of the industry and not some keyword tool. You know your customers and you know your products and services. What are some of the terms your prospects might search for? Put them in a spreadsheet. Next, order your list according to the keywords you think are more relevant.
Now, let’s have some fun with tools. Hubspot has one the best keyword tools out there. If you want a free trial, think about our website analysis because we'll do the analysis within the Hubspot tool and you can see how it works.
If you’re not a Hubspot customer, avoid the pain of the 1,000 other online tools out there and jump right into Google’s Keyword Planner.
- Logon with your Google account.
- Click on “Find new keywords.”
- Enter a keyword from your list. Try a “long tail” keyword such as, “energy efficient commercial construction”.
- Click, “Get ideas.”
- Click the “Competition” column so that “low” competition words are at the top of the list. If you try to rank for high competition keywords, it will take you much longer, you’ll have to create much more content, and your domain authority (how popular your website is already) will have to be high at the start.
2) Analyze the Results
Take the keywords from your spreadsheet and rank them according to two parameters:
- Relevance to your business.
- Long tail use vs competition ranking.
Don’t get a headache over this. It’s easy. Take my keyword example in the screenshot above, “energy efficient commercial construction.” Personally, I’d run with this because the Keyword Planner spit out a lot of related low competitive terms and so without further research, I’d consider a blog entitled, “10 Tips for an Energy Efficient Construction Project.”
3) Search for your Keyword
- Now, paste in your keyword and do your own Google search for it. In my example, paste in “energy efficient commercial construction” into the search field of your browser.
- Scroll to the bottom of Google’s search results to see more common search terms.
4) Refine your List
Your goal is to construct a list of low competitive keywords that have some monthly search volume. You’ll notice from the Keyword Planner, that “Avg. monthly searches” does not perfectly correlate to “Competition.” Again, don’t break a sweat over this. You just need to come up with a list.
Use the Keywords in your Website
Now, use those keywords and turn your online media into a lead-producing machine! You may need to revise some pages. Each page should have at least one relevant keyword in the page title and the use of that keyword in the body of the page.
Key take-a-ways from this blog article:
- To get leads from your website and online media, you need to build traffic. Traffic is built using outstanding content and the right keyword strategy.
- Don’t try to rank for highly competitive keywords because getting to the #1 position will mean getting ahead of all your competition. You’ll get more wins early on using keywords that are less competitive.
- Every page on your website doesn’t need to tell all, but it does need to tell at least one important thing. Find a keyword per page and use it to build that page’s traffic.