Whether you’re doing persona research or publishing content, you need a keyword strategy. While targeting a buyer persona forms the foundation of an inbound strategy, keywords form the basis of a persona for construction company SEO.
Your inbound campaigns need to attract visitors to your blog or social networks in order for you to get leads. To attract your key persona to what you publish, you’re going to have to anticipate the keyword phrases your persona will search for on the Internet. They’ll then search for solutions to key questions they have. Once they find you and your solutions, you’ll have some top-of-the-funnel leads.
Nail down your keyword strategy for construction company SEO with these three steps:
Step 1) Your Sales Team
This should be fun. Gather your sales team and ask them to compile a list of ten key questions your best prospects are asking about your products, services, or your company. Have each sales person submit his or her list blindly without discussing with their colleagues. Make sure they list their responses in order of most frequently sought solution first. You’ll be surprised how similar each list will be!
Make sure the questions they list are solution-based. Potential leads will first come to you trying to find solutions that you can supply. These are the questions you’re looking for. The questions need not be complex. For example, one question might be, “What is the best kind of tile for heavy-trafficked floors?”
Lastly, compile the list so that you arrive with an aggregate list of those ten top questions.
Step 2) Construction Blogs
It’s always nice to see what the competition is doing. Check a number of blogs on the Internet. You’ll quickly get an idea of who the thought leaders are because those blogs will be interlinked the most and they’ll be the most active (have the most comments).
For each article, make some notes about what you think the solution is the article addresses. Using the same methodology as you did for your sales, team, reduce those solutions to workable keyword phrases.
Lastly, see which of those keywords align with the construction company SEO keywords your sales team provided. Add the ones that match the questions your prospects are asking to your master list.
Step 3) Social Media
We still use LinkedIn for keyword research but we find Twitter far more productive. Nevertheless, find some LinkedIn construction blogs. There are several in the U.S. and a few sizable ones in the U.K. Do exactly the same kind of research as you did with the construction blogs. You’re looking for the “buzz” – what everyone is talking about and the questions they have.
Twitter: Search Twitter using hashtags. Enter some terms and don’t forget to geo-target if you’re a local or regional company to see what your competition is doing (probably not much). For example, I searched for #best #floors and came up with a few search terms indicating things like “durability” and “how to clean” or “cleanability” as keywords. It’s not hard.
Lastly, see how keywords from your social research agree with your other two searches above.
While there are some high-performing SaaS software solutions like Hubspot or SEMRush available that will provide deeper research, everyone still has to do the basic hands-on research for construction company SEO I just described.
Now that you have your list of ten keywords, use them in everything publish. Make sure you use each keyword in several posts. The more you use any one keyword, the better Google will rank it. Highly ranked keywords will cause your publications to display at the top of search engine results pages (SERPS). You’ll be amazed that if you stick with this strategy how you can achieve #1 ranking on many keywords.