In modern construction, a digital presence is an easy way for a potential customer to get comfortable with a contractor’s specialty. This matchmaking scenario becomes challenging when there are countless resources providing the exact service, all listed in the output of a search engine. Without a budget for paid ad campaigns and qualifying opportunities, many contractors feel powerless in the vast sea of ”pay to play” big companies. Fortunately, there are options. Enter the blogs.
Most likely, you have become familiar with the most popular search engine, Google. Although it frequently publishes updates on how its algorithms react to users’ keywords, taking advantage of Google’s ranking through profitable means is not a distant goal. In fact, it’s a pretty solid game changer for contractors wanting to implement the right tools.
BLOGGING = GET COVETED EXPOSURE TO GOOGLE
Through the use of strategic keywords and variation in blogging, contractors can develop thought leadership while improving their ranking on Google, becoming visible to potential customers before the competition. For building on both HTML (hypertext markup language, also known as website coding) and using site copy keywords, blogging is a great outlet for gaining visibility when creating content for your social channels. business.
With the large investment construction commonly represents for homeowners today, it is important to trust the credibility and reputation of a well-known contractor. Blogging is an easy way to do this without having to stuff information down a potential customer’s throat.
A contractor can use various free Google resources to understand which keywords are leading users to their site to supplement blog development for the purpose of search engine optimization (SEO). Tools like Google Analytics allow users to view competitor data, identify traffic sources, and target their ads to how users behave on a website.
Activities like blogging allow for a significant increase in engagement volume, increasing traffic, strengthening keyword recognition, and improving search rankings.
TAKING THINGS A STEP FURTHER
This is where the connection to hard dollars can be made. By creating a business goal measurement framework tied to online tactics with key performance indicators, conversions are made possible. Through practice and strict attention to user interactions, a blog is a great way to gain traction on a website that leads to informed and engaged user impressions. Monitoring which areas are attractive to your audience allows you to improve in achieving whatever goal you set, whether it’s driving traffic to a landing page for brochure downloads or filling out a ‘contact us’ form.
As your blogging capacity and strategy grows, the opportunities for guest blogging and content collaboration become additional ways to increase the reach of your digital presence and, ultimately, the conversions that result from it. Backlinking (placing a link on another website pointing to your own website) with good quality and a measurable number of outlets, can eventually build a diverse link profile to eventually allow your website to be viewed positively by search engines. These backlinks can live in a bio within a guest blog, press content, social media posts, advertisements, and other channels that can amplify a digital presence without being at a “spam” level.
CASE STUDY: THEORY IN APPLICATION
Through blogging 2-3 times a week, general contractor and construction manager JH Greene & Son has made his mark in a highly saturated Mid-Atlantic construction market. By looking at the tactics mentioned above, many business owners looking for a local resource were able to delve into the most suitable option and find JH Greene among a vast sea of competitors. At least one new opportunity is presented per month through customers who have shared that they discovered the JH Greene team through a Google search.
As much as it would be wonderful if this were an easy goal, it requires a lot of dedication and resources to produce the level of content necessary to get to the point of being discovered. It has taken JH Greene about 2.5 years of consistent organic SEO and content marketing to achieve Google’s conversion goals.
It is not an easy undertaking, but it pays off in the long run.
DON’T HAVE THE RESOURCES? IT IS NOT A PROBLEM
As a general contractor, JH Greene is a rarity to have this type of resource in-house. There are countless inexpensive consultants and on-demand blog producers that will generate keyword-dense content that will work hard for any brand. When writing feels like pulling teeth, having a content partner allows entrepreneurs and executives to focus on what’s most important – their business.