Remember that your construction products website should be built to make the user journey as consistent and flawless as possible.
Effective optimisation of your entire website will assist with this by ensuring that a prospect lands on a website page most relevant to their search query. Ultimately, you want them to avoid having to enter via the homepage and actively seek the content they’re after.
It goes without saying that every time you create a keyword-rich website page that is helpful and relevant to your target audience, you increase your chances of achieving a respectable ranking in search.
So how do search engines determine what a ‘relevant’ website page looks like?
Content: Is determined by the theme that is being given and how accurately it matches the text, titles and descriptions on the page.
A great example of accurate and relevant content is Glazing Vision’s blog post: ‘A Guide to landings and headspace clearance for access rooflights’, which will be analysed in the next section.
Performance: How fast is your site and does it work properly? You can use various tools to test this, such as Pingdom, GTmetrix, as well as Google Analytics itself.
Authority: Does your site have good enough content to link to, and do other authoritative sites use your website as a reference or cite the information that’s available?
You can check the quality of your referral traffic within Google Analytics and compare their domain authority level with the Moz research tool.
User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate? Get a better understanding of the user experience you provide by using tools such as Hotjar, Sessioncam, and SumoMe.
How can you ensure your website pages are optimised for search?
Title – your page title needs to strike a balance between readability and SEO – you want it to be engaging, enticing and include those keywords visitors are searching for. Number-related titles for blog posts, or ‘how-to’ posts often work well, such as ‘The top 10 FAQ’s about CE Marking’ or ‘How to ensure you provide enough headspace clearance for your glass rooflight’.
Keywords – keyword implementation across your entire website is absolutely fundamental; it’s the bridge between the intent of the searcher and the information shown on-page. You need to make sure that the keywords you want to rank for are included in the first 100 words of content, with the primary and secondary keywords featured within your body copy. However, don’t fall into the trap of sacrificing the quality of the copy to include as many keywords as possible.
This example by Glazing Vision demonstrates an effective page title and keyword implementation:
H1 Tags – the heading tag is an element that can be added in the page code that denotes the text as a heading within the content. Google knows that headings are used to denote a summary of the following section, like mini titles for each section within the content. So it makes sense that Google would place extra weight on the words used within those headings.
URL – The URL can be a bit of an underrated asset for a page. Not only does it provide additional value to your keywords, it also appears within the search results. Try and keep your page URL short and concise using your main keywords for the page.
Meta descriptions – these provide concise explanations of the content of web pages. Meta descriptions are commonly used on search engine result pages to display preview snippets for a given page, so try to include a concise summary with keywords and a call-to-action the user can expect to receive from that page.
External linking – who or where you link to externally can affect both relevancy of your content and trust. Linking out to low quality sites could send a negative signal to Google. Even no-follow links to poor quality sites are likely to damage rankings.
Internal linking – this allow users to navigate themselves around a website more efficiently, establishes information hierarchy for the given website and increases ranking power with search engines.
On-site search optimisation doesn’t stop at text – image uploads and PDFs also need to be considered…
Alt tags – provide written information and a clearer description about the image. The alt tag is also important from an accessibility viewpoint. Screen readers will read the alt tag to describe the image to the user.
File names – make these relevant to the content, descriptive and unique, with keywords once again included You can find out more about optimizing images and PDF’s in this useful post by
Off-page SEO
The success of your off-page SEO Authority is determined by how many other quality websites are linking to yours. As other websites link to yours, Google acknowledges each link as a vote of confidence. In return you’ll receive a boost in search rankings.
To outrank competing web pages and secure a top Google spot, continue to develop inbound links to your website over time, gradually building authority with the right people.
True long-term success of your lead generation website requires continuous keyword research, as the behavior of your audience will naturally change over time as will their online queries. Therefore measure your keyword scores and define other keywords you’re
struggling to compete against.
For those important keywords that do require an immediate boost, it may be worth considering a PPC strategy, as paid search is now starting to dominate page one of Google. Find out more in our PPC eBooks, PPC Part 1 and Part 2.
For more information on what to consider when implementing a lead-generation website for your construction business, download our brand new eBook here.
