Optimizing your website for search engines is a simple process once you understand it, and isn’t as technical as the common acronym makes it sound. Like any project, you gather the pieces, decide what you want to do with them, and then carefully connect everything together. Creating a local contractor website with perfect SEO comes down to knowing your keywords and skillfully applying them to the greater structure of the website content. At the center of your technique is an in-depth understanding of your own industry. Because SEO is meant to guide internet users to the businesses and answers they need, your goal is to make sure that key information is included in every aspect of your content from the home page to the service descriptions to your blog articles. With a few quick and easy steps, you can make sure local companies and property owners can easily find your business whenever they search for anything directly or indirectly. We’ll be using fence contractors for our example sets to give you a comprehensive idea of how to target keywords for any specific local contractor industry.
Pick Your Keywords
Because your goal is to appear on user search engine results, your keywords should try to match what your target audience will search for. This means that your best tool is a strong understanding of your current customers and the needs of the customers you’d like to attract. You will also want to provide plenty of logistical information for people in the process of planning a nearby project like the name of your company, location, services, rates, and so on.
The first step is to establish who you are, how to find you, and what you have to offer. When building your list of keywords, always start with the basics. Many local businesses take care of this with a header on the front page and a footer on every web page that includes their ‘info block which we’ll cover a little later.
Next, you want to design your SEO to provide services and blog article information to potential customers when they are planning their fencing project. The goal is to predict the exact words and questions that your audience will type into the search box when they’re thinking about and then ready to hire your services. This way, your listing will appear exactly when potential customers are ready to choose a company to work with. For a fence contracting business, your central keywords will, of course, be “Fence Contractor”, but you’ll also want to include things like
- “New Fence” and “Price of new fencing”
- “Broken Fence” and “Is my fence broken?”
- “Fence Replacement”
- “Tear down old fence”
- “Cheap Fence Contractors” and “How much do fences cost?”
- “Best fence types” and “Best fence contractors in [location]”
- “Attractive Fences” and “Pretty Fences” and “Privacy Fences”
Build Your Long-Tail Keyword List
Long-tail keywords help you find users who are looking for something specific. Rather than typing “good fence builders” into the box, they search for a list of details like “ornamental iron fence for courtyard” or “blue privacy fence 10ft”. As you may have guessed, your total possible long-tail combinations are nearly limitless, especially with an industry as diverse as fencing. Here is where your experience and marketing research come in handy. At the top of your long-tail list, add combinations of your most popular products with the most common applications. Things like “dog”, “custom” and “security” are good standbys but ideally, you want to include as many detail words and likely combinations as possible. This will catch fantastic potential customers who know exactly what they want and how to describe it.
For customers who don’t know exactly what they want, you might want to include a few keywords that can vaguely describe a fence like “tall”, “sturdy”, or “painted”. This will help more unsure leads find you and then your helpful content and customer support can guide them to the solution they’re really looking for. Long tail keywords are also becoming more powerful with the rise of voice search through hands-free mobile devices and smart homes.
Start with the Landing Page for SEO
Your landing page is the first place most people end up on your website and it needs to be attractive and clean with easy to find information about your company. Optimal landing page design is pretty well SEO optimized already if it has clearly labeled links to your services and a clear indication of basics like company name, location, contact info, hours, and service area. Many companies choose to take care of this utilitarian and SEO task with a simple block of information in an upper corner of the website design that looks like this:
SuperCool Fences Inc.
Commercial and Residential Fencing
Imaginary Rd, SM 55885
8am to 8pm(555) 755 4226
If you include paragraphs of text on your landing page for things like a quick company bio, service summaries or positive customer responses, you can SEO these by embedding a few keywords into the text. Keywords fit well into an upbeat summary because you are already describing your services. Simply re-arrange the phrasing to mention locations more often and pair search qualifiers like “best” or “where to find” near the names of your products and services. Even customer reviews and testimonials can be optimized if you have permission from the submitting customers to do so.
Touch Up Your Content Pages
You can SEO the hard-working part of your website that lists things like kind of fencing projects you take on, the material you work with, and the designs you offer. Details in product descriptions, for instance, are a great place to get in some long-tail keywords that will guide users straight to what they want and what you can sell them. Detailed and clearly written product descriptions mean that if a user searches for “cedar garden fence panels” or even “dog proof fencing”, the search engine can link them directly to your price page as long as the text efficiently describes the product.
The same technique can be applied to pages that describe services as well. Look for where you already talk about the company and make a few small changes. “we offer residential fencing services” can become “we offer some of the best residential services in Denver”. You can also include more service details in the text, expanding from something like “full service fencing projects” to “a complete fencing service experience, including tear down, re-posting, and a beautiful new installation”. It’s all about descriptive words.
Write About Your Work
Once you have your normal content locked down, consider doing a little inbound marketing and SEO copywriting. By opening up a blog, you can share interesting facts about your industry and offerings that are optimized to draw in people who are currently curious about what you build (ex: fences) and might need your services in the near future. This is your chance to make serious use of what is known as ‘organic SEO’ While you carefully inserted your keywords into existing content on your home and services page, organic SEO is done by writing content that is based on what the keywords are telling you. If, for instance, your research reveals that wood types are strong keywords, don’t just jam the names of wood into your content. Write something about how to choose the correct wood type for each project, as this is likely what your users are really looking for and will appreciate.
Articles about fencing materials, for example, will help people deciding on a new design, while articles about how to tear down and put up fences will make you popular with the DIY crowd who will call you when they need to finish a project faster than they can manage alone. Even customers who aren’t ready to buy a something new yet will remember how helpful your blogs were and come back to your business when they’ve made up their minds and are finally ready to build. All this content creation about your industry can be written with SEO woven directly into the material, drawing your exact target audience first to the article hosted on your site, and then to your products and services.
Becoming an Industry Authority
Not only does this serve to bring in a larger crowd of potential customers, it also allows you to begin authority positioning, offering yourself as a standing expert in the field of local contracting. This will gain the respect of readers and customers who like to see how much you know about your industry and can even make you a leading public voice in your field if other fencing professionals find your blogs helpful or informative. When other professionals look to your expertise through online content, both the industry and your customers will see you as an industry leader even if your business is small.
Search engine optimization isn’t a fancy technical process, all you need to do is write descriptively with the search patterns of your target audience in mind. When your website has great SEO, you’ll soon find your customer base has outgrown your local service area as you enter search results for users across the country looking for a local contractor. For more information on marketing solutions for your local business, contact us today.