8 Digital Marketing & SEO Tips for Contractors & Construction Companies

By Bassem Ghali

Bassem Ghali is a 2-time winner of the Canadian Entrepreneur of the Year award and a digital marketing strategist with over 20 years of experience working with companies such as Canadian Tire, Vistaprint, Remax Canada, Alpha Laps, Xplornet, and Toronto Star.

As a contractors or construction company, you may be more focused on building projects than on marketing them. However, in today’s digital age, it's crucial for businesses, including those in the construction industry, to have a strong online presence to attract potential customers. Simply showcasing your construction projects and portfolios is not enough – you need to reach the right audience.

Fortunately, with an effective digital marketing strategy, your construction company can attract more clients, enhance its reputation, and increase its profits. In this article, we’ll share 10 insider tips for digital marketing for contractors construction companies along with some smart construction marketing tactics to help you develop a successful marketing plan.

Digital Marketing & SEO Services for Construction Companies

To improve your online visibility and attract local customers, you should start by optimizing your Google My Business (GMB) listing. A well-optimized GMB profile can make you stand out in local search results and build trust with your audience.

Know your audience.

To succeed as a contractor or construction company owner, it's crucial to target a specific niche. Understand your niche's pain points, priorities, and motivations for making a purchase. Craft messaging that resonates and presents a compelling case for your solution.

Claim and verify your business

First, claim and verify your contracting or construction company. This process ensures that you have control over the information displayed on Google, while also adding credibility to your listing. To claim your business, visit the Google Business Profile website and follow the verification steps.

Local keyword research

Local keyword research is essential for improving your website's visibility in local search results. Keyword research is a crucial part of any SEO strategy, aiming to attract local customers by incorporating relevant keywords and search terms related to construction, remodeling, and renovation.

Location-based keywords: Include specific location or area-based keywords. For example, if you run a donut shop in Boston, relevant keywords might include "Toronto construction company" or "best remodeling contractor in Toronto"
Industry-specific terms: Use industry-specific terms that potential customers might search for.
Customer intent: Consider what potential customers are looking for. Are they searching for information, products, or contact details? Refine your keyword list to match user intent by incorporating terms like "near me," "buy," or "hire."
Google autocomplete: Utilize Google's autocomplete feature by typing your core keywords to see related terms and phrases suggested by Google. This can be a valuable source of local keywords.
Google Trends: Use Google Trends to identify which keywords are currently trending in your area, providing insights into search patterns and seasonality.

Local keyword research for Construction Companies & contractors

Consider using long-tail keywords, which are longer and more specific phrases indicating strong user intent. For instance, "organic produce store in Portland" can attract targeted traffic. Identify keywords your competitors rank for but you don't, and pay attention to user reviews for local keyword insights. Regularly review and update your keyword strategy for ongoing local SEO optimization.

Location-specific content creation

The next pillar of your local SEO strategy is to create local content. Creating content specific to your location not only helps your website rank higher in local search engine results, but it also offers valuable information to potential customers searching for construction companies or contractors in your area.

Digital Marketing & SEO Agency for Contractors

Developing localized landing pages

Creating localized landing pages can help both new and existing customers find your construction company. Here are three ways to develop local landing pages:

Location pages: Design dedicated landing pages for each of your business locations. Include essential information such as your address, contact details, business hours, and a map. Incorporate targeted local keywords on each unique page to improve their visibility in search engine results. You can also showcase what makes each location special.
Local services or products: If your business offers different services or products at each location, provide detailed information about these offerings on each individual location page. Focus on including keywords that describe these services or products in relation to each specific local area. This is especially crucial for service business marketing.

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Mastering Google's AI Overviews: A Comprehensive Guide for Construction and Home Contracting Companies

by Bassem Ghali • 9 December 2024

Toronto's construction market is fiercely competitive. To stay ahead, you must keep up with the latest digital trends. One of the biggest game-changers recently is Google's AI Overviews. This new feature uses artificial intelligence to give people quick summaries of what they're searching for, which means they might need help to even click on individual results. So, how does this affect your construction business? It means you have to work even harder to stand out in search results. At Green Lotus, we help construction businesses like yours adapt to these changes and ensure you're still getting noticed by potential clients. We focus on making your website and content the best it can be, so even with AI in the mix, you come out on top. Deconstructing AI Overviews: How They Impact Your Construction Business AI Overviews represent Google's attempt to deliver quick and comprehensive answers to user queries directly on the search results page. This means that your online presence needs to be optimized not only for traditional SEO factors but also for these AI-powered summaries. Consider it a competition to become the "featured snippet" for various construction-related searches. If your business consistently provides the most relevant and authoritative information, you'll be well-positioned to capture valuable leads and drive business growth. Check our digital marketing services contractors, construction companies & SEO services home builders Content is King, Context is Queen, and Quality is the Kingdom: In-depth Content: Go beyond basic service descriptions. Toronto residents commonly encounter roofing difficulties, such as leaks and damaged shingles. To acquire confidence and demonstrate your competence, provide high-quality content that addresses these challenges and even more. A guide like "Navigating Your Roofing Options in Toronto" may appeal to your target audience. Alternatively, provide practical advice in an article such as "Top 5 Roofing Problems in Toronto and How to Prevent Them". Focusing on your audience's requirements allows you actually to connect with them. Keyword Optimization: Integrate relevant keywords naturally throughout your content. Use long-tail keywords that show the specific services you offer and the areas you serve. For example, if you provide "custom home building in North York," incorporate this phrase and related variations throughout your website and content. Schema Markup: Schema markup is like a translator between your website and Google's AI. It helps the algorithms understand the context of your content, making it more likely to be included in AI Overviews. Ensure your website uses schema markup to identify your services, location, customer reviews, and other essential information. Elevate Your Google Business Profile: Comprehensive and Accurate Information: Consider your Google Business Profile your digital storefront. It is frequently the first impression a potential consumer receives, so keeping it correct and current is essential. This includes ensuring that your company's name, address, and phone number are accurate. But don't stop there! Include your website, service areas, business hours, and any extra services you offer. A rich and accurate profile enables customers to easily find you and understand what your firm is all about. Visual Storytelling: A picture is worth a thousand words, and high-quality photos and videos can make all the difference in the world of online search. Showcase your completed projects, highlight your team's expertise, and give potential customers a visual tour of your capabilities. Customer Reviews as Social Proof: Encourage satisfied customers to leave detailed and positive reviews on your Google Business Profile. Positive reviews improve your local SEO and enhance your credibility and trustworthiness in AI Overviews. Consider implementing a system for collecting customer feedback and testimonials. Building a Robust Online Presence: Local Citations for Authority: Consider local citations virtual "votes of confidence" for your business. Ensure your business information is consistently listed across relevant online directories and platforms, including industry-specific directories, local business associations, and general online directories. Backlinks as Trust Signals: Boost your website's authority with high-quality backlinks. Think of backlinks as a much-needed vote of confidence from other websites. When reputable sites in the construction industry, such as suppliers, associations, or even local news outlets, link to yours, it signals to Google that your content is valuable. This increases your website's trustworthiness and improves its search ranking. Backlink development is essential for enhancing your website's search engine rankings. These "endorsements" indicate to Google that your content is trustworthy and deserving of promotion in search results. The better your website ranks, the easier it will be for potential clients to locate you. Social Media Engagement: Maintain an active and engaging presence on social media platforms relevant to your business. Share valuable content, engage with your followers, and join industry-related discussions. Social media signals fluctuate but might indirectly affect your SEO and increase your online presence. Harnessing the Power of AI and Automation: AI-Powered Tools for Efficiency: Digital marketing is evolving rapidly, and small businesses must stay ahead. AI-powered tools can help you streamline your efforts and uncover new opportunities. From content creation to social media management, AI offers valuable solutions. You can gain a competitive edge in your market by embracing these technologies. Sales Automation for Lead Nurturing: Use sales automation solutions to improve lead generation and customer relationship management procedures. This can help you generate more leads, build stronger relationships, and convert prospects into paying clients. Real-World Applications for Construction Businesses: Consider a Toronto-based construction company specializing in historic building restoration. By creating in-depth content on topics like "heritage home preservation techniques" or "restoring Victorian architecture in Ontario" and optimizing their Google Business Profile with relevant keywords, images, and customer reviews, they can increase their chances of being featured in AI Overviews for related searches.