Case Study - Building Visibility: Construction Industry Client Example

Nowadays, when competition in the construction sector is exceptionally fierce, effective search engine optimization has become an indispensable element of any marketing strategy. A well-developed SEO strategy can significantly contribute to success by increasing a company's visibility and attracting clients from various regions. In this article, we analyze the case of a client from the construction industry who achieved impressive results thanks to an effective SEO strategy. We present the implemented actions and the benefits they brought to the company. This is a great example of how the strategic use of SEO can benefit businesses operating across multiple markets by increasing their visibility, attracting more clients, and supporting their overall growth.

Strategy

Given the specific nature of the construction industry and the competition in the market, the first step was to understand user intent - that is, what users are looking for when entering specific keywords into a search engine. A key aspect of effective SEO is tailoring content to these intents, which allows us to evaluate whether our website already has suitable subpages or if they need to be planned. Keyword analysis and understanding the context of their use made it possible to develop a precisely targeted SEO strategy. Our activities included both optimizing existing subpages and creating new, dedicated landing pages. The new subpages were designed specifically for selected keywords, which is an important element of the strategy because the content on each of them should provide the best possible answer to the user's query. Each landing page was carefully developed with the appropriate use of keywords, meta descriptions, page titles, and headings to make it as appealing as possible to search engine algorithms. Additionally, we ensured that the content was not only SEO-friendly, but above all clear and engaging for users.

Authority and Credibility

In SEO, the acronym "Your Money or Your Life" (YMYL) refers to pages that can significantly impact users' finances or lives. Google uses this term to describe content that has a potential impact on people's health, safety, finances, happiness, and overall lifestyle. Examples of such sites include those related to banking, investments, health, law, government, and news, as they can influence key user decisions. YMYL pages must meet strict requirements because inaccurate or misleading information can have serious consequences. Google expects them to demonstrate a high level of E-E-A-T: experience, expertise, authoritativeness, and trustworthiness. This means that content should be created by specialists, and the site itself must be recognized as a trusted source of information. Thanks to such carefully prepared content, we were able to move on to the next stages of the strategy, such as creating dedicated landing pages and planning the backlink profile. All these actions aim to improve the quality of the site and its position in search results.

Technical Analysis and Content Implementation

Before implementing new content, conducting a technical website audit is crucial. Our goal is to ensure that search engine crawlers can easily analyze the optimized content without encountering issues. We want our changes to be evaluated and indexed quickly and favorably. To conduct the technical audit, we used the Screaming Frog tool along with others, such as PageSpeed Insights, Siteliner, GTMetrix, Pingdom Tools, Structured Data Testing Tool, and more. During the analysis, we focused on:

• Crawlability for search engine bots
• Page load speed
• Mobile optimization
• URL structure
• Site architecture
• Sitemaps
• Security and SSL
• 30X redirects
• 404 errors
• Heading structure
• Server errors
• Orphan pages

After resolving the technical issues, we prepared the subpages in a way that made the content appealing and engaging, featuring CTA elements that improve user experience and encourage conversions. In addition, we created new pricing pages so users can easily find detailed information about service rates.

Local Aspects

To increase a company's visibility in a specific region, it is worthwhile not only to create subpages with local keywords, but also to implement other measures. One of them is setting up a Google My Business profile. A well-optimized Google My Business listing is a key component of a local SEO strategy. It not only makes it easier to find the company in search results, but also facilitates contact for potential clients. The benefits of having a listing include:

• Location: The ability to provide detailed information, such as address, business hours, and phone number.
• Reviews: Clients can leave reviews, which is valuable for both prospective customers and search engines.
• Visibility on maps: Integration with Google Maps increases the company's visibility for users of that service.

After creating the listing, we added LocalBusiness structured data. These markups, known as Schema.org, are vital for local SEO because they help search engines better understand page content through special tags in the HTML code.

Link-Building

A backlink profile - that is, the collection of links pointing to a website from other domains - is a key element that influences its position in search results. Here is why building a backlink profile is essential:

• Site authority: Links from trusted sources boost a website's credibility in the eyes of search engines.
• Online visibility: A greater number of links can improve a website's visibility in search results.
• Content indexing: Links help search engine bots discover and index new content.
• Search rankings: Both the quality and quantity of links can affect a website's rankings.
• Partner relationships: Collaborating with other websites can bring mutual benefits.

For our client, we focused on acquiring high-quality links from credible websites related to the construction industry. This process was carried out naturally to ensure the sustainable development of the link profile.

Campaign Summary

Our activities focused on the continuous analysis of results and implementing necessary adjustments. We regularly evaluated keyword performance and optimized landing pages to maintain the effectiveness of the SEO strategy. Thanks to this approach, the client saw a significant improvement in rankings, which increased their online presence, attracted more interested customers, and supported the company's growth. Over the course of a year, the number of website visitors grew from 100 to approximately 600 per month.

Changes that occurred over the course of the year:Phrases for which the client is visible in positions 1-3 - an increase from 3 to 16 phrases.Phrases for which the client is visible in positions 4-10 - an increase from 24 to 52 phrases.Phrases for which the client is visible in positions 11-20 - an increase from 39 to 65 phrases.

How to Run an Effective SEO Campaign

For an SEO campaign to be effective, it is essential not only to carefully plan content and select the right keywords, but also to consider the technical aspects of the website. A technical SEO audit is indispensable for identifying and improving elements that may affect the site's performance in search results, such as loading speed, mobile optimization, URL structure, and security. Building a strong link profile is also crucial, as it increases the site's authority, improves its visibility, and supports indexing by search engines. Links from credible sources are seen by search engines as a sign of trust, which can boost the website's ranking in search results. SEO is a process that requires long-term commitment and regular optimization. However, with the right strategy, even a local construction company can effectively compete with larger corporations and attract more customers through search engines. If you need more information on running an effective SEO campaign for your construction company, or support with a technical SEO audit and link profile building, contact us. Our team of SEO specialists is ready to help you increase your company's online visibility and attract more potential customers.