Construction: how to tell if your customers are looking for you online
The search engines handle billions of searches every single day and, in this increasingly connected world, more and more people are researching online for products and services before they buy, so the odds are pretty high that someone out there is looking for you and what you do.
Just searching for ‘construction UK’ on Google brings up 239,000,000 results, which is a whole lot of competition when you’re trying to be found!
So, how do you find out if people are searching for you, what keywords they are using and what can you do to increase your chances of popping up high in search results?
1. Your website stats
Whether you use the basic stats that come with your construction website, such as AWStats, or the full Google Analytics, checking your visitor stats on a regular basis can give you a lot of useful information.
You’ll be able to see your site’s most popular pages, where most of your traffic is coming from, and what keywords and phrases people typed in to find your site. You’ll also be able to see how long people stay on your website (your bounce rate) and how many of them have bookmarked your site to come back again.
All of this information gives you a really good picture of how your website is doing, and looking at the keywords and phrases searchers used can show you if you need to tweak your SEO so that your website is found for the right keywords, rather than the wrong ones, and also which keywords you might want to use more in your copy to get better results.
This is a paid tool, but it’s well worth it for the information you can get on the type of keywords being searched for in your industry, how many searches are being done per month for specific keywords, and you can also get a good look at how your construction competition is doing.
You can try the tool out without paying for it, so type in one of your services, and you’ll get a list with your keyword, related keywords, and how many searches are done on those keywords every month, so you can find other keywords you might use in your search engine optimisation.
If you’re considering a pay per click ad campaign, you’ll also need this type of information, along with the competition for using your keywords and the amount charged per click.
3. Google Keyword Planner
You don’t have to pay for ads to use this free tool from Google. Create an account on Google Ad Keyword Planner (though be careful with the information you put in as you won’t be able to change it later if you decide to use Google Adwords), and then go to Tools and choose the Keyword Planner.
Type in your search terms and get suggestions for other related keywords and phrases people might be searching for that you could use, along with forecasts of how they might perform.
Both Wordtracker and Google’s Keyword Planner can give you brilliant suggestions for long tail keywords that people are actually using to find services like yours, and the conversion rate for these phrases is usually much higher. If someone is searching for ‘Construction Manchester’ and that is one of the keywords on your site, the chances of you making a sale are far higher because you really are exactly what they’re looking for!
Call Pint Sized Giants on 01234 834667 to get help in finding the keywords that are right for your construction business.