On-Page SEO for Construction Companies [Infographic]
This includes various technical items related to your website, for example improving its site architecture; adopting the correct link structure; being aware of ‘crawlability’ requirements and adding a sitemap to help the search engines understand your site’s structure.
It also include important concepts such as keyword strategy, creating awesome content, and various HTML requirements such as title tags and meta description tags.
Check out the infographic which includes some of the most important things to look at when it comes to on-page SEO:
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Let’s look at each of the various on-page SEO action steps in more detail…
The better your site’s structure, the more easily visitors will be able to navigate around it, and the easier a search engine will find it to crawl and index your website completely and accurately.
Internal linking helps distribute ‘link juice’ throughout your site.
Add internal links wherever relevant, for example, between different posts, between category pages, and between your homepage and best content.
Breadcrumbs offer an excellent way to boost your site’s internal linking.
Mobile-responsiveness now has an impact on ranking in mobile search, so it shouldn’t be ignored.
You can improve your site’s mobile-friendliness by selecting specific mobile-responsive WordPress themes and plugins if using WordPress, and by taking Google’s mobile-friendliness test to see where you can make improvements.
If using WordPress, you should bear in mind that the standard permalink structure is not SEO-friendly.
Amend the structure on your site to include category and post names which will allow more descriptive and keyword-rich URLs to be created.
There are a number of common link attributes which can boost your site’s SEO.
For example, use ‘nofollow’ links (when linking to low-quality websites, on user-generated content or on affiliate links), and use the rel=”next” and rel=”prev” attributes to join multiple webpages in a series.
Check for mistakes such as URL typos, out-of-date URLs, or incorrect usage of the ‘nofollow’ link attribute which could result in parts of your site not being accessible by a crawler for indexing.
Google has confirmed that sites using HTTPS (as opposed to just HTTP) now benefit from a minor ranking boost.
There is no advantage to either in terms of search engine optimization, but search engines will consider domains with instances of both as two separate websites, so it’s important to pick one version and stick with it.
Update your preference in your site’s settings and in Google’s Search Console.
The ‘noindex’ option of the meta robots tag should only be used on the webpages you don’t want to appear in the search results. The bulk of websites do not require a Robots.txt file.
Despite the implications of duplicate content being somewhat exaggerated, it still worth removing it from your site.
Multiple versions of the same content can lead to confusion for the search engines regarding which version to show in the search results.
The longer your site takes to load, the less satisfied visitors will be.
Increasing the load time impacts metrics such as time-on-site and bounce rate, negatively impacting your site’s overall rankings and SEO.
Don’t try and hide 404 errors which arise from dead or broken links. Be open and honest with your visitors and let them know what went wrong instead of trying to divert their attention.
All websites should have an up- to-date sitemap to assist the search engines with indexing.
We recommend using the Yoast SEO plugin to create your site’s XML sitemap if using WordPress.
Develop a keyword strategy around the specific search terms used by your target audience. Research primary and secondary keywords and add these into key locations on your site.
Read more: SEO Keyword Strategy: The Ultimate Guide
Quality content is critical when it comes to search engine optimization.
Aim for quality versus quantity and produce longer-form content to improve ranking, and mix up the type of content you produce to keep visitors engaged and interested.
Avoid dubious practices like keyword stuffing or hiding text behind images or in a background coloured text which could lead to penalties from Google.
Read more: How to Improve Your Construction Content Marketing
Both the title and meta description tags play a huge part in encouraging a user to click-through from the search results.
Pay attention to length, keyword usage and being as relevant and interesting as possible to maximize the effectiveness of both tags. We recommend not using the meta keywords tag.
The H1 header tag is typically the first thing a visitor to your webpage sees, and it is has been shown on occasion to have a large impact on ranking so it’s important to get right.
Keep it as similar to your title tag as possible and don’t forget to include your keywords.
Receiving thoughtful and engaging comments on your content can provide a number of SEO benefits, including providing additional value to readers; increasing your content’s length (shown to positively impact ranking), and building the image of a thriving community which others will want to get involved in.
Comments considered to be spam should be deleted as a priority.
While search engines are getting better at reading non-text items (for example images, audio/video files), they still need a helping hand.
It’s important to optimize these items correctly to improve your site’s SEO.