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SEO for B2B construction companies demands a tailored approach, focusing on technical expertise, industry authority, and strategic content marketing.
Our SEO agency specializes in customized SEO solutions that address these specific challenges.
So, we’ll leverage our deep understanding of the construction sector and effective digital marketing strategies to discuss:
- Why you need SEO in the first place
- What SEO for B2B construction companies is, and what makes it different
- What to ask SEO agencies before hiring them
- How to kickstart your SEO strategy
Trigger warning: Since we’re passionate about SEO, we’ll sprinkle plenty of insider tips from our experience along the way.
Let’s begin.
TL;DR
- Tailored SEO for B2B Construction: Emphasizes the need for industry-specific SEO strategies, differentiating between B2B and B2C needs.
- Key Elements of SEO Strategy: Includes technical optimization, local SEO, content marketing tailored to industry professionals, and authoritative backlinking.
- Specific SEO Recommendations:some text
- Conduct SEO audits using tools like Google Search Console and Ahrefs.
- Enhance website architecture for better navigation and indexing.
- Prioritize mobile optimization and site speed.
- Implement schema markup to improve SERP features.
- Content Strategy:
- Focus on in-depth keyword research that appeals to both clients and industry peers.
- Publish authoritative content on construction trends and innovative techniques.
- Optimize content across various formats like webinars and white papers to engage B2B audiences.
- On-Page and Off-Page Optimization:
- Develop unique service pages and optimize headings and meta descriptions.
- Strengthen internal linking and optimize images to boost site performance.
- Engage in strategic link building with industry-relevant partners and cultivate high-quality customer reviews.
- Agency Expertise: Partner with SEO agencies that understand the specific challenges and opportunities of the B2B construction sector.
What Is SEO and Why Invest in It?
Search engine optimization (SEO) means improving your website so that search engines can rank it higher.
Your website should be user-friendly and search engine crawler-friendly so you can become more visible and attract more traffic.
Aligning your SEO strategies with the unique requirements of the construction industry and the B2B model, you can enhance your online presence, attract valuable traffic, and convert leads into loyal clients.
Even better, you can do all this without constantly investing in advertising because you create a sustainable, scalable source of quality traffic.
Here’s the problem:
Search engine optimization for B2B construction companies involves a specialized approach because the construction industry and the business-to-business (B2B) model demand unique approaches.
That brings us to the next point:
What Is SEO for B2B Construction Companies?
Construction SEO means optimizing your construction website to connect with a targeted audience comprising industry professionals, contractors, and commercial clients rather than the broad consumer base targeted by B2C companies.
That’s why at Blue Things we don’t employ generic SEO strategies.
What to Ask an SEO Agency Regarding Construction Company SEO
Insider tip: When hiring an SEO company for your construction firm, ask them what their approach is.
They should tell you they focus on the following factors:
- Industry-specific keywords: Construction companies should focus on relevant keywords that resonate with industry professionals. Terms like “commercial construction services,” “construction industry trends,” and “B2B construction marketing” help you write high-quality content for different search intents and sales funnel stages.
Another insider tip: At Blue Things, we use different keyword tools to identify short and long-tail keywords.
These search terms shouldn’t simply mirror your potential customers' search queries; they should attract industry insiders, too.
- Technical content: The construction sector requires content that delves into technical details, specifications, and industry standards. Valuable content for a construction company might include detailed descriptions of construction methods, materials, and case studies of completed projects, which cater to the informed decisions required by professionals in the field.
- Local SEO and Google My Business: Local SEO is crucial for construction firms. A well-optimized Google My Business listing helps potential clients find your construction services in local searches and on Google Maps, which will expand your regional presence.
- Industry authority and backlinking: Establishing authority through link building with authoritative websites, online directories, and industry news outlets increases your search engine rankings. High-quality backlinks also position your company as a credible source in the construction sector.
- Technical optimization: Construction company websites must be optimized for speed, mobile responsiveness, and user experience. A website with poor user experience can negatively impact search engine rankings and deter potential clients. Besides, good website architecture helps search engine crawlers understand your website better.
We’ll discuss all these elements in the next section when we’ll help you craft a comprehensive SEO plan for your company.
What to Ask an SEO Agency Regarding B2B Construction Company SEO
B2B construction companies are different than B2C companies, which means a solid SEO agency should understand these particularities.
Here’s what you should ensure they focus on:
- A specialized target audience: B2B construction companies target other businesses, such as contractors, developers, and commercial enterprises, requiring a more nuanced understanding of the industry. SEO efforts focus on attracting these decision-makers through relevant content addressing their needs and challenges.
- An in-depth content strategy: Content for B2B construction firms should include case studies, white papers, and industry analyses. This differs from B2C content, which is generally more consumer-focused and highlights the benefits and features of construction services to homeowners and individual clients.
- Different conversion goals: For B2B construction companies, the SEO strategy is geared towards lead generation and nurturing prospective customers through the sales funnel, focusing on long-term partnerships and contracts. In contrast, B2C conversions might be more transactional and immediate.
- Digital marketing integration: B2B SEO is closely integrated with broader digital marketing campaigns to support sales teams and marketing efforts through targeted content pieces, email marketing, and industry-specific digital channels.
20 SEO Strategies for B2B Construction Companies
Now, let’s put all those words into practice and kickstart your SEO campaign.
5 Technical Optimization Strategies for B2B Construction Firms
Technical optimization means improving your website for both users and search engines.
Insider tip: Many of our clients came to us with low rankings caused by technical SEO issues.
Sometimes, fixing an indexing problem or a few 404 errors can skyrocket your online presence.
So, here’s what you need to do:
Conduct an SEO Audit for B2B Construction Companies
1. Conduct an SEO Audit
Start by using Google Search Console to identify crawl errors, broken links, and issues with mobile usability that could be hindering your site's performance.
Analyze your site's speed with tools like PageSpeed Insights to ensure optimal loading times.
Insider tip: We also love Ahrefs and SEMrush, so you can consider them too OR ask your potential SEO agency what other Ahrefs alternatives they use.
Then, review your content for keyword optimization, ensuring that you're targeting industry-relevant search terms effectively.
Lastly, assess your backlink profile to identify and disavow any toxic links affecting your site's authority.
Let’s take a random example: Turner Construction.
Their Ahrefs stats show a good backlinking effort, although their organic traffic seems to be decreasing.
Additionally, they only have 298 keywords in the top 3, though they rank for a massive 22,300 keywords.
A simple content gap analysis shows this B2B construction company isn’t trying to rank for three valuable keywords: “construction companies near me,” “construction companies,” and “construction company.”
2. Structure Your Website Architecture
A well-organized website architecture improves visitors’ navigation and helps search engine crawlers understand your website better.
Remember: A website that’s easy to use and easy to index ranks higher.
Insider tip: If your construction firm offers a wide range of contractor services, categorize these offerings effectively.
A hierarchical structure, with a main page for “construction services” branching out to detailed pages for each specific service, not only aids user navigation but also enhances search engine crawlers' ability to index content efficiently.
Yes, another insider tip: This organization will help you build a logical content calendar, ensuring that every piece of content serves a strategic purpose.
3. Ensure Mobile Optimization and Speed
We live in an era when decision-makers in the B2B audience are constantly on the move.
Therefore, ensuring your website is optimized for mobile devices is non-negotiable.
A responsive design that adapts to various screen sizes and has fast loading times reduces bounce rates and improves the overall user experience.
Insider tip: Use tools like Google's PageSpeed Insights to understand how to reduce load times.
For some of our Blue Things clients, it was as easy as optimizing image sizes or leveraging browser caching.
4. Create a Secure and Accessible Website
Security is paramount, particularly for B2B sites handling sensitive project and client information.
So, employ HTTPS encryption to secure your site and increase your search rankings.
Insider tip: Ensure your site is accessible to all users, including those with disabilities. This approach improves user experience and engagement, further supporting your SEO efforts.
5. Implement Schema Markup for Better SERP Features
Implementing schema markup is an all-too-often neglected strategy that can make or break your website search rankings.
What it is: Basically, schema markup is a way to make your website's content more understandable to search engines.
For your construction firm: This could mean marking up your portfolio of construction projects, testimonials, and even your local business information for Google Maps.
How it works: This structured data helps search engines display rich snippets, such as star ratings or project images, directly in the search results, making your listing more attractive and likely to be clicked.
5 Content Strategies for B2B Construction Firms
We already explained that crafting a content strategy for B2B construction firms requires a nuanced understanding of your industry, target audience, and unique challenges.
Basically, you need tailored content strategies that enhance your online presence, drive organic traffic, and establish you as an authoritative voice in the construction sector.
Here’s what we’d recommend to our clients:
6. In-depth Keyword Research for B2B
Insider tip worth repeating: We already mentioned this, but beyond targeting potential clients, B2B construction firms must focus on keywords that resonate with potential link partners, industry publications, and authoritative websites.
This dual-focused keyword strategy involves identifying terms that attract prospective customers and engage peers and influencers in the construction industry.
Here’s our three-step approach:
- Use a keyword tool to uncover industry-relevant keywords, including transactional and informational-intent keywords.
- Focus on content that serves both as valuable information for clients and as a credible reference for industry partners.
- Foster high-quality backlinks and collaborations.
Let’s analyze another commercial construction company called McCarthy.
We notice this website ranks well for middle and bottom-of-the-funnel keywords.
That means people looking for these commercial and transactional keywords are ready to convert.
Insider tip: Notice they’re first for “healthcare construction” but seem to be declining for essential keywords like “commercial construction contractor,” “commercial construction companies,” and “construction company near me.”
We would improve these stats through link-building, content optimization, internal linking, and even technical SEO because these are very valuable keywords for the industry.
7. Creating Authoritative Industry Content
Establishing your firm as a thought leader requires publishing authoritative content on current construction trends, case studies, and innovative construction techniques.
Remember: This type of high-ranking contentattracts potential customers ando garners respect and recognition from industry peers.
By contributing valuable insights on topics such as sustainable building practices or the impact of technology on commercial construction, you can engage a broader audience, including B2B decision-makers and industry influencers.
Insider tip: Use local keyword modifiers like different cities’ names to attract a local audience.
For example, you can use Ahrefs to search for a solid term related to your industry, “commercial construction companies,” while including the keyword modifier “in” to reveal worthy locations you can rank for:
Of course, you can filter these results by keyword difficulty and monthly search volume to see better opportunities.
8. Leverage Content Formats That Engage B2B Audiences
B2B construction professionals seek out content that aids informed decision-making.
That’s why formats like webinars, white papers, and detailed blog posts that delve into complex industry issues or explore detailed descriptions of construction projects are particularly effective.
These formats provide valuable content for potential clients and present opportunities for sharing and discussion among industry professionals.
Basically, you have a scalable approach that further extends your SEO efforts’ reach.
McCarthy, for example, has a specific section on their website called “Insights” where they build high-quality content, from editorials to events and news:
And they also take part in different webinars like this one:
9. Optimize Content for Search Intents
Understanding the search intents behind your B2B audience's queries is crucial.
Your content should address specific questions or needs, whether a contractor is looking for innovative construction solutions or a commercial client is researching their next project.
This involves creating a mix of content that covers a wide range of search intents, from informational pieces like “How to optimize your construction project timeline” to more transactional content aimed at those closer to making a hiring decision.
10. Focus on Regular Updates and Fresh Content
The construction industry is constantly evolving, with new technologies, regulations, and trends emerging regularly.
To maintain relevance and authority, it's important toperiodicallyy update existing content and add new, fresh content to your site.
This signals to search engines that your site is active and up-to-date and provides ongoing value to your target audience, encouraging repeat visits and sustained engagement.
5 On-page Optimization Strategies for B2B Construction Firms
On-page SEO ensures that each webpage is finely tuned to rank well in search engines and attract the right audience.
Here are our five tried-and-tested on-page optimization strategies for B2B construction companies.
These strategies will enhance your online visibility and attract more ideal clients.
11. Create Unique Service Pages for Each Construction Specialty
Given the diverse range of services offered by B2B construction firms, from commercial contractors' services to specific construction projects, you should create unique, dedicated pages for each area of specialty.
Insider tip: Incorporate relevant search terms and long-tail keywords that potential clients might use in the service descriptions.
This specificity helps you rank for niche queries and attract a targeted audience more likely to convert.
Turner Construction offers a good example, with different service pages organized in an intuitive manner:
12. Optimize Headings with Strategic Keyword Placement
Headings play a crucial role in structuring content and guiding both users and search engines through your website's content.
Insider tip: Ensure that headings (H1, H2, H3) include primary and secondary keywords to improve the page's relevance for those terms.
For example, an H1 tag on a structural engineering service page might read “Expert Structural Engineering Services for Commercial Construction,” strategically incorporating key terms.
13. Write Meta Descriptions That Drive Click-Throughs
Each page's meta description should be viewed as a direct marketing opportunity. That’s why you need compelling meta descriptions that include relevant keywords and highlight your services’ unique value proposition.
A well-written meta description can significantly improve the click-through rate from the search engine results pages (SERPs), driving more qualified traffic to your website.
14. Create Solid Internal Linking with Descriptive Anchor Texts
Many of our clients in B2B construction and other industries neglect internal linking.
But this part of on-page SEO is essential to tie your website pages together.
It’s like creating the perfect bridge structure to prevent a collapse.
Here’s how that works:
Effective internal linking distributes “link juice” to other pages, boosting their authority and ranking potential.
Therefore, linking to related service pages, blog posts about industry news, or case studies from a service page with descriptive anchor texts helps search engines understand your site's content structure and priorities.
Besides, users can click on these links to read other blog posts or discover yourdifferentr services.
As a result, they spend more time on your website, which is a key ranking signal for search engines.
And some of them will also purchase your products, increasing your conversion rate.
Bechtel offers an intriguing example because they included only one internal link to the previous article in the series but have posted internal links to related topics below their article:
Insider tip: This approach can also benefit your SEO if you only include the relevant related categories.
15. Do Image Optimization for Faster Load Times
From our experience, construction websites are typically rich in project imagery to showcase their products.
But while that may be visually appealing, it can slow down page load times if not properly optimized.
Insider tip: Compress image files and set appropriate dimensions before uploading to reduce load times, improving user experience and SEO.
Plus, use descriptive file names and alt attributes for images to make them discoverable in image search results and give context to search engines.
5 Off-page Optimization Strategies for B2B Construction Firms
Off-page optimization has numerous SEO benefits, like establishing your online authority and credibility.
Here’s what we recommend to our clients in the B2B construction industry:
16. Cultivate High-Quality Customer Reviews
You already know that trust is paramount in the B2B construction sector.
Therefore, encouraging satisfied clients to leave detailed reviews on platforms like Google My Business, industry-specific online directories, and even on your own website can significantly enhance your firm's credibility.
Prospective customers often rely on these reviews to gauge the reliability and quality of your services.
Insider tip: Ask for reviews as part of your post-project follow-up process, providing easy-to-follow instructions to clients on where and how they can share their feedback.
17. Optimize Your Google My Business Page for Local SEO
Having good local visibility attracts nearby commercial projects and partnerships.
That’s why you should improve your visibility in local searches and Google Maps to attract local B2B clients.
So, ensure your Google My Business listing is fully optimized with accurate contact details, a detailed description of your services, high-quality images of your projects, and regular updates.
18. Build Engagement on Social Media Platforms
To attract more qualified leads, include platforms like LinkedIn, Instagram, and even Facebook in your B2B marketing strategy.
Sharing updates on current projects, industry insights, and company news can keep your audience engaged and help build a community around your brand.
Captain Obvious insider tip: As obvious as it sounds, at Blue Things, we noticed that social media is a highly effective channel for sharing content from your website.
Basically, posting links to your blog posts and case studies drives traffic back to your site and improves your ranking because search engines understand you’re a valuable source of information.
The commercial construction company McCarthy offers another awesome example here, too.
Their Instagram account showcases their successes, events, and partners. As such, they can create a genuine community invested in their journey:
19. Start Strategic Link-Building with Industry-Relevant Partners
Building high-quality backlinks from authoritative websites within the construction industry and related sectors can significantly boost your website's authority.
Some of our highest-performing link-building methods for B2B construction websites involve building links to your content assets on reputable industry blogs, collaborating on projects featured in industry news, or participating in online forums and discussions related to the construction sector.
Remember, the focus should be quality over quantity; a few well-placed links from highly respected sources can be far more beneficial than numerous low-quality links.
Insider tip: Focus on getting links from multiple referring domains. This approach suggests more authority to Google rather than getting numerous links from just a few referring domains.
For example, commercial construction company Mortenson could do better from that perspective:
And although they have awesome mentions from Wikipedia, Business Insider, Yahoo, and many other authoritative websites, they can build more authority in niche or local industry publications.
20. Consider Guest Posting
Guest posting is a powerful strategy for B2B construction companies aiming to establish authority and gain exposure in the industry.
Here’s our step-by-step plan:
- Identify reputable construction, architecture, and commercial real estate blogs and online magazines.
- Reach out to these platforms with personalized pitches, offering to share insights on trends, technologies, or case studies from your projects.
- Ensure your contributions provide genuine value, incorporating your expertise and unique perspectives on the construction sector.
This approach enhances your brand's visibility and helps build valuable backlinks to your website, driving both referral traffic and improving your search engine rankings.
Elevating Your B2B Construction Firm with Expert SEO Services
As you already know, the B2B construction industry is very competitive, so building a robust digital presence is no longer optional — it's essential.
From technical and content optimization to off-page strategies and continuous SEO audits, every element is crucial in ensuring your firm stands out to potential clients and industry partners.
However, finding a solid SEO company to handle everything can be tricky.
That's where we come in.
Our SEO agency specializes in bespoke SEO strategies tailored specifically for B2B construction companies.
We understand the intricacies of the construction sector and its unique challenges.
With our data-driven, comprehensive approach, combining in-depth industry knowledge with cutting-edge SEO techniques, we can elevate your online presence, drive meaningful traffic, and convert that traffic into leads and successful projects.
Our team is ready to conduct a thorough SEO audit of your website, identify areas for improvement, and implement a strategic plan designed to boost your visibility in search engine rankings.
From optimizing your website for a seamless user experience to crafting authoritative content and building a strong backlink profile, we cover all bases to ensure your SEO efforts are as solid and reliable as the projects you build.
Let us help you construct a strong digital foundation that supports your business goals and propels your firm to new heights.
Book a free strategy call with us and watch your online presence grow brick by brick.
