The benefits of SEO for construction companies

At one time or another, everyone has Googled themselves. 

And if you operate a construction company, chances are, at some stage, you’ve done a search on either your business name or a primary service and been shocked to find that your website is not featured in the number one position on the search engine results pages (SERPs).

So, how exactly did that other company listing, website, or blog manage to beat you out for that top spot?

They may have paid for the privilege, or perhaps they strategically built their website following the current Search Engine Optimisation (SEO) best practices.

In this blog, we’ll focus on the benefits of SEO for construction companies and how implementing it on your website can help you climb the search results free of charge and reap all the rewards that come with it.

If you simply want to pay your way to the top, then feel free to stop reading and say your goodbyes here. Or better yet, take a look at our earlier Google Advertising blog post.

What is SEO?

Before diving into the specific benefits for construction companies, let's first understand what SEO, or Search Engine Optimisation, really means. 

In simple terms, SEO is the practice of enhancing your website to improve its visibility when people search for products or services related to your business in search engines like Google. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.

SEO is not just about search engines, though. Good SEO practices improve the user experience or UX and overall usability of a website. When your site is easy to navigate, rich in useful content, fast loading, and looks beautiful on tablet, desktop, and mobile, it becomes a win-win for your business and your clients.

What are the benefits of SEO?

Higher search engine rankings

Achieving a higher ranking on search engines is a key benefit of SEO and can lead to a dramatic increase in the amount of organic search traffic visiting your site. 

According to Backlinko, who analysed more than 4 million Google search results, the top three organic results equate to more than 50% of all the clicks made by searchers, with the number one result receiving an average of 27.6%. 

However, with the good news from this data also comes the bad, with those down at the bottom of the results page in position 10 receiving only a tenth of the click-through from searchers compared to the top spot.

And finally, following on from this bad news is the ugly truth: only .63% of Google searchers clicked on something from the second page. 

With an effective SEO strategy, including using relevant keywords, quality content, and optimising on-page elements, your site can rise above the competition, becoming a market leader rather than just another option in a sea of choices.

More targetted or “qualified” website traffic 

Because there’s not any point in having someone looking for a Dyson vacuum cleaner visit your vacuum truck hire page. SEO helps to fine-tune your audience, ensuring that the traffic to your website isn't just high in quantity but also in quality. 

By utilising specific, industry-relevant keywords, your website attracts visitors actively searching for your services. This concept is what we refer to as “qualified” traffic. Unlike random visitors, qualified traffic consists of potential customers with a genuine interest in construction services, making them more likely to engage with your content, make enquiries, and convert into paying clients.

Improved brand credibility and authority

Brand awareness refers to the degree to which your target audience is acquainted with your brand and the products or services you offer. Research shows that it takes 5 to 7 impressions for people to remember a brand. SEO can play a significant role in achieving this.

SEO strategies like content marketing and keyword optimisation help establish your brand as an authority. By providing valuable, informative content that addresses common questions and concerns in the construction sector, you demonstrate expertise and knowledge. This not only aids in improving search rankings but also positions your brand as a go-to source for information and services in construction.

Moreover, as your brand appears repeatedly in search results, it starts to engrain itself in the minds of potential customers. This familiarity breeds trust, which plays an important role in the client’s decision-making process. 

When your brand becomes synonymous with particular services or products, you will find that potential customers will begin to seek out your company directly, bypassing the search process entirely.

In the online jungle, the competition never sleeps. Protect your #1 search ranking with Constructiv Digital - the #1 digital marketing agency for the construction industry. Speak to our team now.

Case study: Rick Davis Contracting

The challenge: boosting online engagement for a specialised contractor

Rick Davis Contracting is a leading Sydney-based demolition and excavation company that struggled with low search volume, inadequate online visibility, and underwhelming organic traffic to its website despite its expertise and reputation in the industry.

The strategy: comprehensive website overhaul and data-driven SEO improvements

Website redesign for enhanced user experience: A complete overhaul of the website was undertaken, prioritising user-friendly design and intuitive navigation. The aim was to not only attract visitors but also retain them by providing an effortless browsing experience. 

Learn more about lead-converting web design in our previous blog.

Optimising page load speeds: Recognising that page loading times can impact user engagement and search engine rankings, we implemented significant technical enhancements, ensuring visitors could access information quickly, reducing bounce rates and improving the overall user experience.

Keyword retargeting incorporating competitive and local searches: We identified and integrated high-performing, industry-specific broad and local keywords using data from leading keyword research tools. This retargeting strategy was essential to increase the site’s local SEO and ability to rank in searches directly related to Rick Davis Contracting's primary and specialised services.

Developing helpful, high-quality content: Another part of our SEO efforts was to produce and publish content that was not only informative but also deeply aligned with the audience's needs and search habits. This included insightful articles, case studies, and service explanations that resonated with the target market.

The outcomes

• Achieved top 10 search page ranking for more than 20 targetted terms, including the number one spot for “excavation Sydney” – a term that has over 140 searches per month
  
• An increase in branded traffic share from 53% to 86%
  
• A 15% conversion rate (compared to a 2023 average of 1.9% across the construction industry)

Contact Constructiv Digital for construction SEO expertise today

When optimising your website for better search results, teaming up with an industry expert like Constructiv Digital can make all the difference. We don’t just aim for higher search rankings; our goal is to transform your website into a dynamic, engaging platform that speaks directly to your target audience. From identifying target keywords to creating bespoke page designs and content that resonates with your clients, we focus on what makes your business special and highlight those qualities through strategic SEO practices.

Speak to our team about implementing an effective digital marketing strategy today by giving our team a call or submitting an online enquiry.