There are a ton of companies in the building products and construction industry who spend countless hours and thousands of pounds producing content and developing webpages that go unnoticed by Google.
You may hire an expert copywriter who writes beautifully but has little knowledge of your target audience.
You may spend thousands on a web developer who’s an amazing visual designer but knows very little about SEO.
And what are you left with? A website that acts as a product brochure (I’m aware that I’ve used this term several times).
This post will provide you with the tricks and hacks that’ll ensure you structure your blogs in a way that gets you noticed by Google, giving you the biggest slice of the pie.
SEO For Construction: Bad Practices
When I first started writing content, I had no idea how to structure my blog posts and webpages.
I thought that if everything looked visually appealing and my spelling, grammar and punctuation were on point, the ‘magic of Google’ would somehow take note and raise my content to the top of the SERPs.
And when you spend so long producing content, there’s nothing more disheartening than your efforts going unnoticed.
Luckily, I learnt from my bad practice, but the same can’t be said for so many companies within the building products and construction industry.
Recently, we spoke to a company who had over 350 well-written, technical blogs on their website; yet when they tracked their rankings, they found that their blogs had little-to-no impact.
- No keyword focus (or keyword research)
- No CTAs to move prospects through the sales funnel
- No white space, making it difficult to read
- No obvious topic clusters
- No/poor use of Htags
When structuring a blog post (and in some cases, a webpage), those five characteristics make all the difference.
Header Tags: An Introduction
We often refer to header tags as ‘Htags’ and they’re the bolded words that separate sections on a blog post or webpage.
As an example, the header tag referred to in this post is the title, ‘The Essential Guide To Content Marketing'. This is also called the H1.
Below, we have two other types of header tags.
As you can see, the header tags look different and serve different purposes.
Construction Marketers: What Are Header Tags?
Htags are used to separate headings and subheadings on a webpage. They rank in order of importance from H1 to H6, with H1 usually being the title.
Header tags improve the readability and SEO of a webpage.
To make this clearer, here’s a quick guide:
- H1 - The title of a post. This will be keyword focussed (think about your keywords you want to rank for)
- H2 - These are sub-headers. They relate to the main ideas of your paragraphs and should also contain keywords.
- H3 - In some cases, you’ll need a subsection that clarifies the points in the sub-headers further.
- H4 - Normally used for formatting lists or bullet points.
Please note: H1 tags should always be at the top of your page because it’s usually the title. Your headers should stick to the theme of what you’re writing about.
Now we’ve covered some of the formatting rules around Htags, we’re going to dive into the more technical side and how Htags are used for SEO.
Header Tags And SEO In Construction
One of the main reasons why construction marketers struggle to get their posts ranked is because they don’t understand Google.
Fully understanding the inner workings of Google is near impossible, since they keep certain specifics completely secret. It’s a bit like your Grandma’s sacred trifle recipe.
However, you should know that Google uses automated programs called spiders or crawlers to help generate its search results. Google has a large index of keywords that help determine these search results.
When Google crawls (or scans) a page, it will favour your headers. It places your header tags as high-priority. In other words, Google uses your header tags to tell your architect that their search query is relevant to your post.
Therefore, it’s crucial that your header tags correctly match keyword intent. If a post’s H1 tag doesn’t have a keyword, it won’t rank well in search results.
How To Use Htags In Building Products And Construction: An Example
Let’s say you’re trying to rank for ‘acoustic panels’. You’d want this to be reflected in your H1 tag, so a title of “What Are Acoustic Panels and Why Do We Use Them?” would be ideal. That title would tell Google exactly how to send an architect to your post.
Search engines also look at header tags within your post, so keep that keyword-centric, too. Taking our first example, your H2 tags might be “what do acoustic panels look like?”, or “where to place acoustic panels”.
Keyword Research Is Essential In Building Products and Construction
How do you come up with keywords, I hear you ask? We would suggest that you implement a keyword research process. This will allow you to understand the level of search volume around certain terms.
Choose a keyword that’s too popular and you run the risk of not being seen above the noise.
Choose a keyword that’s too niche and you’ll find that not enough people are searching for it.
Look at the numbers. Choose your keywords wisely.
To help us with keyword research, Insynth uses specialist tools to identify the keywords that architects and specifiers are using to find solutions related to your offering. This strategic methodology will ensure that your keywords are chosen on data, facts and figures.
Blogging is easy. Blogging effectively is a different matter. It's a technical process that requires strategic planning and preparation.
We see a lot of 'PR agencies' that produce content for building products and construction companies that simply doesn't rank.
So, if you want maximum return on your investment, contact us today. You can hire us for a blogging workshop, or you can even let us blog for you.
Get in touch today!
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.