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Construction Website Marketing: How to Target Multiple Keywords

[fa icon="calendar"] August 19, 2016 - Fred Thompson

Strategy for construction website marketing spelled out on a Scrabble board

Of all the various aspects of SEO, I think the term, “keywords,” causes the most confusion. Remember when keywords weren't confusing? Back in the day you could list all relevant keywords in the footer of your website and be done with it. Today, that’s a “black hat trick.” Pull that stunt today, and the Google-bots will seek you out (that would be very bad for you).

Keywords are still among the most important actionable items for construction website marketing. Using your website to generate new leads and new customers is one of the best marketing tactics you can use today. And if you're planning to get your website to work for, your web content needs to be keyword optimized.

SEO consultants wrangle over questions such as:

  • Which keywords should I target?
  • How many can I use on one page or blog post?
  • Should I try to tie in multiple keywords that are similar?

Let's deal directly with these issues so you can improve your SEO.

Step 1) Group Your Keywords by Primary Term

keywords for construction website marketing

In the above table, you can see the primary terms that I would use throughout my website. They are: 1) residential, 2) commercial, 3) contractor or contractors.

Using the right keywords for a construction company is easy: Associate one keyword for each main category of your business.

Step 2) Determine Your Personas’ Intent and Develop Content Based on That Intent

Illustration of a home and commercial building for construction website marketing

Here’s where most construction website marketing strategies fail: Website content is assembled at random resulting in low search rankings and poor page performance.

You must know your potential buyer’s intent. Base your judgement on you knowledge of your best customers, past sales, etc.

What about keywords software reports? Sure, use those if you have them to make your decision. Then, create each page or blog post around one of the keywords in your list.

Don’t worry so much about your current keyword ranking. We’re going after content that’s relevant to what your personas are searching for first, then ranking second. A higher conversion rate is better on a low ranking keyword than a low conversion rate on a high ranking keyword. 2% of 50 (visitors) is better than .1% of 100 (visitors).

Step 3) Create a Keyword Targeting Strategy for Each Page or Post


For this example: I’m going to write a blog article entitled: “Residential Homes Construction: Choosing a Home Style in Houston.”

Take note that the title contains many of the keywords for a construction company used in the graphic in Step 2. The title is 64 characters long—not too long to be truncated in Google search results, but long enough to show what my article will be about. Now I need to round out my keywords strategy.

Purpose of my article:

I want to attract people in Houston who are in the early stages of planning to build. I want to capture visitors who primarily are looking for better neighborhoods in which to build, so I’m going to focus a little more on upscale designs.

My key persona is a +$100K VP level executive with a family. He or she already may have an idea of popular housing styles in Houston, but since most buyers look online early in the buying process, I want to try to add to their knowledge base.


Meta Description:

Are you thinking of building a new residential home in Houston? Residential homes construction requires some planning. Here’s how to choose a residential style that will fit your needs and the kind of lifestyle you are looking for.


residential homes

residential construction


residential homes construction


You can follow this pattern for every page or post on your site. Yes, it does take effort! But if you follow these SEO best practices, your pages and your blog articles will be found while you competitors who have no strategy won’t be.

Key take-a-ways from this blog article:

  1. Employing keywords in your website requires a focused strategy.
  2. Start with a primary term (short tail keyword) and then expand the theme, adding additional focus words to arrive at a keyword phrase.
  3. All pages and posts need to focus on buyer intent—a persona.
  4. All pages and posts need to be optimized around at least one keyword.

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Topics: Construction Marketing

Fred Thompson

Written by Fred Thompson

Fred Thompson is the owner of New Destiny Media; Fred loves working side-by-side with business owners to create successful marketing campaigns that grown their business. When Fred is not working, he is spending time with his three very active children at home. He is an avid problem solver (MacGyver), Loves anything Martial Arts related and Social Media gets him excited about work.