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On-Page SEO for Construction Companies [Infographic]

On-page SEO relates to the various techniques which you can conduct on your website itself.

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:

an infographic showing various on page SEO action steps for construction companies brought to you by toolcrowd

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Let’s look at each of the various on-page SEO action steps in more detail…

Develop a Strong Site Structure

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.

Build a Network of Internal Links

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.

Ensure Your Site is Mobile-Friendly

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.

Organize Your Permalink Structure

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.

Use Link Attributes

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.

Avoid Common Link Issues

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.

Use Either WWW or non-WWW – Not Both

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.

Improve Indexability

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.

Remove Duplicate Content

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.

Optimize Site Speed

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.

Use User-Friendly 404 Pages

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.

Add a Sitemap

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.

Adopt a Keyword Strategy

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

Create Awesome Content

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

Optimize Your Title & Meta Description Tags

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.

Optimize Your H1 Header Tags

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.

Encourage Comments

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.

Optimize Your Multimedia

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.

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Author: Jon Maxwell
Senior Writer, ToolCrowd
Jon Maxwell writes about various topics for ToolCrowd, including tool reviews, material advice, common home problems, and general DIY advice and how-to articles. His work has been published in national publications for audiences including consumers, homeowners, and industry experts. Jon has a bachelor's degree in Building Surveying and a master's degree in a branch of Civil Engineering focusing on concrete and steel durability. When he isn't writing for ToolCrowd, Jon enjoys completing DIY tasks in his own home, as well as woodworking in his home workshop, snowboarding, and website development. Contact Jonarrow_right_alt