In modern construction, a digital presence is an easy way for a potential client to feel 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 ad campaigns and paid ranking opportunities, many contractors feel helpless in the vast sea of ​​large “pay to play” companies. Fortunately, there are options. Get into blogs.

Most likely, you are familiar with the most popular search engine, Google. Although it frequently releases updates on how its algorithms react to users’ keywords, leveraging Google ranking through profitable means is not a distant goal. In fact, it’s a pretty solid game changer for contractors willing to put the right tools in place.

BLOGGING = GAINING COVETED EXPOSURE ON GOOGLE

Through the use of strategic keywords and variation on blogs, contractors can develop thought leadership while improving their Google rankings, becoming visible to potential customers before the competition. For developing both HTML (HyperText Markup Language, aka website coding) and site copy keyword usage, blogging is a great outlet for gaining visibility while creating content for your company’s social channels. .

With the large investment that construction typically represents for today’s homeowners, it is important to trust the credibility and reputation of a well-known contractor. Blogging is an easy way to do this without shoving information down a potential customer’s throat.

A contractor can use various free resources from Google to understand which keywords bring users to their site to complement the development of a blog for the purpose of search engine optimization (SEO). Tools like Google Analytics allow users to view competitor data, identify sources of traffic, and determine how users behave on a website.

Activities like blogging allow for a significant increase in the volume of interaction, which increases traffic, strengthens keyword recognition, and improves search rankings.

WE TAKE THINGS A STEP FURTHER

This is where the connection to strong dollars can be made. By creating a business goal measurement framework tied to online tactics with key performance indicators, conversions become a reality. Through practice and close attention to user interactions, a blog is a great way to gain traction on a website leading to impressions from informed and engaged users. Monitoring which areas are attractive to your audience allows you to get better at achieving any goal you set, whether it’s driving traffic to a landing page to download brochures or filling out a “contact us” form.

As your blogging capacity and strategy grow, opportunities for guest blogging and content collaboration become additional ways to increase the reach of your digital presence and ultimately the conversions that come from it. Backlinking (putting a link on another website that points to your own website) with good quality and a measurable number of outlets, can eventually build a diverse link profile to allow your website to be viewed positively by the engines. search. 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

By blogging 2-3 times a week, general contractor and construction manager JH Greene & Son has made its 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 drill down to the most suitable option and find JH Greene among a vast sea of ​​competitors. At least one new opportunity a month is presented 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 target, 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 conversion goals.

It’s not an easy task, but it’s worth it 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 kind of in-house resource. 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 business owners and executives to focus on what’s most important: their business.