The term SEO is used a lot when it comes to marketing, but what is it exactly and how does it benefit you? You likely have a website, but people may not visit as often as you wish, your sales have not increased, and there are no new customers.

SEO stands for “search engine optimization”. This is a strategy used by marketers to help search engines like Google, Yahoo and Bing to recognize your website. Local SEO puts you at the top of local searches when people are looking for what your business offers.

As the term “construction” is not always as searched for when it comes to retail shopping, getting your name out there is even more important if you’re in the construction industry. As a small or local business, competing with big brands in Google searches could be a difficult task. As larger companies investing heavily in advertising and targeting the same keywords you’re aiming for, reaching the top of search engine results pages (SERPs) may seem like an uphill battle. But there’s hope!

Local Search Engine Optimization (SEO) is your secret to getting seen on Google. For businesses like construction, restaurants, hair salons or hotels, effective local SEO can increase your online visibility and lead to more sales.

Local SEO: Covering the basics

Before we get into how to make the most of local SEO, let’s start with what it is and the difference between local and national or international SEO.

Local SEO vs. SEO: A Comprehensive Overview

Search Engine Optimization (SEO) is a multifaceted digital marketing strategy aimed at increasing a website’s visibility in search engine results pages (SERPs). It can be broadly categorized into various types, with National SEO and Local SEO being two of the most prominent.

National SEO

National SEO or traditional SEO is designed to increase a website’s visibility on a national scale. This approach optimizes content to rank for keywords that appeal to a broad audience across an entire country. For example, if a business is based in the US, it will optimize for keywords that are relevant to users nationwide, regardless of their location.

The strategies involved in national SEO typically include:

• Broad Keyword Targeting: Selecting keywords that are relevant to the business but have a wide search volume. For example, a like we are targeting SEO for construction company might target keywords like “contractor SEO agency” or ” SEO Services for Contractors.”
• Content Creation: Creating high quality, informative content that can attract traffic from different regions, so it addresses the interests and queries of a nationwide audience.

• Link Building: Getting backlinks from other sites across the country to increase domain authority and search rankings.

Local SEO

Unlike national SEO, local SEO is hyper focused on optimizing a business’s online presence to attract customers from a specific geographic area. This is especially important for businesses that operate locally, like restaurants, retail shops and service providers.

Local SEO results can manifest in two primary forms:

1. Maps Results: This includes the display of businesses on platforms like Google Maps and the Google Business Profile (GBP), which appears in search results as the Local Pack or Map Pack. These listings show business hours, contact details and customer reviews so local customers can find and engage with the business.
2. Traditional SEO Results with Local Keywords: This involves incorporating local keywords into website content. For example, a Construction SEO Agency might target keywords like “SEO services for contractors USA” or “contractor SEO agency near me.” This makes the website more relevant to local search queries and increases the chances of showing up in search results when users search for nearby services.

Benefits of Local SEO

1.    Visibility: By optimizing your site for local searches, you’ll show up in local search results so potential customers in your area can find you.

2.    Targeted Traffic: Local SEO brings in visitors who are searching for construction services in your area. This means you’ll convert more of these visitors into customers.

3.    Google My Business: Creating and optimizing a Google My Business listing increases your visibility on Google Maps and local search results. This leads to more engagement and more phone calls.

4.    Reputation: Local SEO involves managing online reviews and ratings. Positive reviews will boost your reputation and make potential customers choose your services over others.

5.    Affordable Marketing: Compared to traditional advertising, local SEO is often cheaper and more cost effective especially for small to medium sized businesses.

Competitive Advantage: Many construction companies are not using local SEO effectively. By focusing on this you can get an edge over the competition and attract customers who would have chosen a competitor.

How to Implement Local SEO

1. Optimize Your Website: Use local keywords related to your construction services, including your city or neighborhood. Ensure your site is mobile-friendly and has a fast loading time.
2. Claim Your Google My Business Listing: Make sure your listing is complete with accurate information, including your address, phone number, and business hours.
3. Encourage Reviews: Ask satisfied customers to leave positive reviews on Google and other platforms. Responding to reviews (both positive and negative) shows you value customer feedback.
4. Local Citations: Ensure your business information is consistent across all online directories and platforms. This consistency helps build credibility with search engines.
5. Create Local Content: Develop blog posts, articles, or guides that are relevant to your local audience and the construction industry. This can position you as an authority in your field.

Local SEO: It’s All About the Right Keywords SEO

SEO, local or otherwise is one of the many marketing tools available to your business. But this is the fastest and cheapest way to boost your online ranking, increase your sales and customer confidence.

Getting to the right people will grow your business and in turn will help your customers achieve their vision. Word of mouth referrals will increase too.

Too many SEO keywords will work against you, so don’t flood your website and other digital content with them. Pages that are too dense with keywords will look like keyword stuffing which can affect position rankings to decrease.

Here are some of the SEO tools out there that can help you to optimize your website for ranking.

• Growthbar is a Chrome extension with a local keyword research feature
• Yext allows you to respond to reviews across different platforms
• SEMRush position tracking tool allows you to see a summary of your domain’s visibility, estimated traffic, and the average position for all your tracked keywords
• Ahrefs is a web crawler site used to highlight the weakest parts of your website and see your competitor’s backlinks
• Ubersuggest is an SEO keyword finder tool that allows you to find short- and long-tail phrases to use.

By understanding and implementing local SEO, construction businesses can enhance their online presence, attract more local customers, and ultimately drive sales. The benefits extend beyond just visibility—they create a more engaging and trustworthy experience for potential clients looking for reliable services in their area.

Conclusion

Ready to elevate your website’s SEO? Start implementing these strategies today and watch your visibility and customer engagement soar. For personalized advice, consider consulting with one of the digital marketing experts would be beneficial who can tailor strategies to fit your specific needs.

We Glimmers point Marketing, specialize in both Local and National SEO to help your business reach new heights. Our dedicated team is here to guide you in achieving your SEO goals.

Schedule your call today to get your website audit for free & build your visibility like never before.