What your small business website should contain with a someone scrolling through their portfolio on their phone

Learn how to improve your google search results for your website in this step-by-step guide

In the digital age, having a strong online presence is important for businesses of all sizes, including construction companies and tradesmen. Your website serves as a virtual storefront, representing your brand and attracting potential customers.

But simply having a website isn’t enough; it needs to be optimised for search engines to ensure it ranks well and drives traffic. In this comprehensive guide, we’ll delve into the world of SEO (Search Engine Optimisation) and explore how to improve your google search results optimise your construction or tradesman website to improve visibility, attract more leads, and grow your business.

SEO Foundation

Keyword Research

Let’s start with keyword research, a fundamental aspect of SEO. Keywords are the phrases or terms that people type into search engines when looking for information. For example, if you’re a construction company specialising in kitchen renovations, relevant keywords might include “kitchen renovation contractor” or “kitchen remodeling services.”

To identify the right keywords for your business, use tools like Google Keyword Planner. Look for high-traffic terms related to your services and incorporate them naturally into your website content.

For example: Suppose you’re a plumber offering emergency plumbing services in London. Relevant keywords could include “emergency plumber London,” “24-hour plumbing service,” or “burst pipe repair.”

By targeting these keywords in your website content, you’ll increase your chances of appearing in search results when someone in your area needs urgent plumbing assistance.

Meta Tags

Meta tags are HTML elements that provide information about your web page to search engines and users. The two main types of meta tags are meta titles and meta descriptions.

A meta title is the title of your web page that appears in search engine results, while a meta description is a brief summary of your page’s content. It’s essential to craft unique and compelling meta titles and descriptions for each page of your website and include relevant keywords naturally within them.

For example: Let’s say you’re a roofing contractor in Manchester. For your homepage, your meta title could be “Expert Roofing Services in Manchester | ABC Roofing Company,” while your meta description might read, “ABC Roofing Company offers professional roofing services in Manchester, including roof repairs, installations, and inspections. Contact us today for a free quote!” 

By including keywords like “roofing services” and “Manchester,” you’ll increase the likelihood of your website appearing in relevant searches.

URL Structure

The URL structure of your website plays a crucial role in both user experience and SEO. A concise and descriptive URL helps users and search engines understand the content of your page.

When creating URLs for your website, aim for clarity and relevance, and incorporate keywords where appropriate. Avoid using generic or lengthy URLs that don’t provide meaningful information.

For example: Suppose you’re a landscaping business based in Birmingham. Instead of using a generic URL like “yourwebsite.com/page123,” opt for something descriptive like “yourwebsite.com/landscaping-services-birmingham.” 

This URL clearly indicates the content of the page (landscaping services in Birmingham) and includes relevant keywords that potential customers might search for.

Content is King

Keyword Integration: Once you’ve identified your target keywords, it’s time to integrate them naturally into your website content. Avoid keyword stuffing, which can negatively impact user experience and SEO. Instead, focus on creating valuable, readable information that genuinely addresses your audience’s needs and incorporates keywords where relevant.

Example: Let’s say you’re a construction company specializing in home renovations. In your service pages, such as “Kitchen Renovations” or “Bathroom Remodeling,” incorporate keywords like “home renovation contractor” or “renovation services” into the page content. Write informative articles for your blog that address common renovation questions or showcase past projects, naturally incorporating keywords throughout the content.

Engaging Content: In addition to incorporating keywords, focus on creating engaging content that resonates with your target audience. Regularly update your website with relevant, valuable information that addresses common questions or challenges your audience faces. Write in a conversational tone to connect with readers and keep them engaged.

Example: As a tradesman offering electrical services, you could create blog posts addressing common electrical issues homeowners face or sharing tips for energy-efficient lighting solutions. Additionally, you could create video tutorials demonstrating DIY electrical repairs or showcasing your team’s expertise in action. By providing valuable content, you position yourself as a trusted authority in your field and keep visitors coming back to your website for more.

Regular Updates: Consistency is key when it comes to content updates. Establish a content calendar and schedule routine updates for your website. This could involve publishing weekly blog posts, monthly project spotlights, or any schedule that suits your business. Regular updates not only keep your website fresh and engaging but also signal to search engines that your site is active and relevant.

Example: Suppose you’re a roofing contractor. You could create a content calendar that includes weekly blog posts addressing different roofing topics, such as “Signs You Need a Roof Replacement” or “How to Choose the Right Roofing Material.” Additionally, you could showcase recent roofing projects in a monthly project spotlight series, highlighting your expertise and craftsmanship.

The Link Game:

Backlinks: Backlinks, also known as inbound links, are links from other websites that point to your site. They play a crucial role in SEO, as search engines view them as votes of confidence in your website’s authority and relevance. To gain quality backlinks, network with other businesses or influencers in your industry. Seek guest posting opportunities, participate in industry forums, or collaborate on content with complementary businesses.

Example: Suppose you’re a plumbing company looking to build backlinks. You could reach out to local home improvement blogs or community websites and offer to contribute guest posts on plumbing-related topics. Additionally, you could partner with local real estate agents or home builders to create content collaborations, such as guides on plumbing maintenance tips for new homeowners.

Internal Links: Internal links are links from one page of your website to another. They help users navigate your site and establish a hierarchical structure that search engines can follow. Within each piece of content on your website, add internal links to related pages or articles. This not only guides users to additional information but also helps search engines understand your site’s structure and index your pages more effectively.

Example: Let’s say you’re a construction company with a blog post about kitchen remodeling tips. Within the blog post, you could add internal links to other relevant pages on your website, such as your “Kitchen Renovations” service page or a gallery showcasing past kitchen remodeling projects. By interlinking your content, you create a seamless user experience and improve your site’s SEO.

Anchor Text: Anchor text is the clickable text in a hyperlink that users see on a webpage. When creating links, use descriptive anchor text that provides context about the linked content. Avoid generic phrases like “Click here” and instead use text that accurately describes the content of the linked page. This not only helps users understand where the link will take them but also provides valuable information to search engines about the linked page’s topic.

Example: Suppose you’re a landscaping business with a blog post about garden design ideas. Instead of using generic anchor text like “Click here,” use descriptive text like “Explore our gallery of garden design inspiration” or “Learn more about our garden landscaping services.” By using relevant anchor text, you improve the user experience and signal to search engines the topic of the linked page.

Mobile Optimization:

Responsive Design: With an increasing number of people accessing the internet on mobile devices, having a mobile-friendly website is essential. Choose website templates or designs that automatically adapt to different screen sizes, ensuring a seamless experience for users on smartphones and tablets. A responsive design not only improves user experience but also boosts your site’s SEO, as Google prioritizes mobile-friendly websites in search results.

Example: Let’s say you’re a painting contractor with a website showcasing your services. Choose a website template or design that’s responsive and adjusts seamlessly to different screen sizes. Test your website on various devices to ensure it functions properly and provides a positive user experience, whether visitors are browsing on a desktop computer or a smartphone.

Mobile User Experience: In addition to having a responsive design, focus on optimizing the mobile user experience. Test your website on different devices to identify any usability issues, such as slow loading times or difficult-to-read text. Optimize images for mobile devices by compressing and resizing them appropriately, and ensure fonts are legible on smaller screens. A smooth and user-friendly mobile experience not only keeps visitors engaged but also improves your site’s SEO performance.

Example: Suppose you’re a flooring contractor with a website showcasing your services and recent projects. Test your website on various smartphones and tablets to ensure it functions properly and provides a seamless user experience. Optimize images by compressing them to reduce file sizes and ensure they load quickly on mobile devices. Additionally, use legible fonts and clear navigation menus to make it easy for visitors to find information on your site, regardless of the device they’re using.

Optimized Images:

Image optimization is an important aspect of website performance and SEO. Large, uncompressed images can slow down your site’s loading speed, leading to a poor user experience and lower search engine rankings. To optimize images for your website, follow these tips:

  1. Compress Images: Use image compression tools or plugins to reduce the file size of your images without sacrificing quality. This helps improve your website’s loading speed and performance, especially on mobile devices with slower internet connections.

Example: Suppose you’re a roofing contractor with a website showcasing your recent projects. Before uploading images of completed roof installations or repairs, use an image compression tool like TinyPNG to reduce the file size without compromising the quality of the images. This ensures your website loads quickly and provides a smooth user experience for visitors.

  1. Resize Images: Resize images to fit the dimensions of your website layout before uploading them. Large, high-resolution images can significantly increase page load times, especially on mobile devices. By resizing images to the appropriate dimensions, you reduce the amount of data that needs to be downloaded, resulting in faster loading times.

Example: Let’s say you’re a landscaping business with a website featuring a photo gallery of your past projects. Before adding images of your landscape designs or garden installations to your website, use photo editing software like Adobe Photoshop to resize them to the optimal dimensions. This ensures your website loads quickly and delivers a seamless user experience for visitors.

  1. Use Image Formats Wisely: Choose the right image format for your website based on the type of image and its content. For photographs and images with many colors, use JPEG format, which offers a good balance between image quality and file size. For images with transparent backgrounds or simple graphics, use PNG format to preserve image quality while minimizing file size.

Example: Suppose you’re a flooring contractor with a website showcasing different types of flooring materials and designs. When adding images of hardwood floors, tiles, or carpets to your website, use JPEG format for photographs showing intricate details and textures. For images of simple floor plans or graphics with transparent backgrounds, use PNG format to ensure optimal image quality and file size.

Conclusion: Optimizing your construction or tradesman website for search engines is a continuous process that requires time, effort, and dedication. By implementing the SEO strategies outlined in this guide, you can improve your website’s visibility, attract more leads, and ultimately grow your business. Remember to focus on providing valuable, engaging content that addresses your audience’s needs, and regularly update your website to keep it fresh and relevant. With a well-optimized website, you’ll be well-positioned to stand out in the competitive online landscape and achieve your business goals.

Book a free consultation with me, and I’ll answer your questions and provide expert advice. Then sit back, relax, and savour that nice glass of whiskey or happy hour special, knowing that your website is in capable hands.