SEO for businesses in the trades is very important. Few people have construction companies top of mind as they go through life and if the need for a renovation or similar comes up, you will most likely google your way to an answer. Unless you've got a firm on recommendation, that is.

Optimize your business for search

SEO is an abbreviation of Search Engine Optimization and means optimizing your site for search engines, such as Google.

After all, it's Google that counts, at least here in Sweden. About 97% of all Swedes use Google as their primary search engine.

Do you have a good business name for search?

Sometimes it's a good idea to drop all the hip and cool business names and just call it like you are. Adding -ify or making up names that don't mean anything can make it difficult for the customer, or searchers who haven't become customers yet, to understand your business. The same goes for Google. So take the time to find the right name for your business.

Scenario: Which company name do you think most people will click on if searching for someone who can perform bathroom renovations in Tyresö?

Tyresö Bygg or Constructify ?

In any case, I had chosen to click on Tyresö Bygg. Then I know that they operate locally and can do research about the company. Maybe even through a neighbor, relative, friend or colleague who lives in the same area?

Help with names?

Marcus Karlsson at Rätt Namn can help you who already have a name to carry out a smooth name change, as well as help you who are thinking of starting your own business with a suitable name.

The local search

Creating a Google My Business profile for your business is incredibly important for local search. Those searching for a local construction company and not just any construction company in the UK. Here you can also add your logo, collect reviews and respond to reviews that you receive throughout your work. You can then use these as quotes on your website or other marketing.

Learn more about SEO

We have written a series of articles on SEO from a few different angles. The most basic article on SEO covers what a search engine does and in another article we list 10 tips for successful SEO.  

Your customer's buying journey

In the video clip, you can hear us talk a bit about the customer journey, sometimes also called the customer journey. You can read more about this in our article from 2018 called - the customer journey.

Most people talk about a buyer's journey having nine (9) different parts, where SEO can fit more or less into all parts. It really depends on how you create content and when your customers search.  

Structured data

It may seem complicated, but as we talk about in the video, you can find some guides and templates online. Read up on what you can do or bring in an expert to get structured data implemented properly.

Transcription of the movie with Christoffer Andrä on Pixel

Below is a paraphrased transcript of Qred's conversation with Christoffer Andrä at Pixel about his top SEO tips for construction companies.

What are your handy SEO tips for Kalle Kulas Bygg?

For construction companies and everything in the construction industry, I would say that you should focus on the local search. Are you in Vasastan in Stockholm or in Linköping? Then it is important to cater to those who are in the immediate area.

Then I would also say that Google My Business is a good way to be visible in the search results. Especially when it comes to seeing reviews. Then visitors can comment and then you can give answers directly in the search results.

How do I set up a Google My Business?

You do this yourself by creating an account on Google. There you have to fill in information such as address, phone number and it is important that all information is correct. That's how you do it.

You mention structured data as an important part?

Structured data is a simple way to tell more about your code, the HTML code, that you have on your page. It may seem complicated, which it really is not. There is a lot online to find ready-made templates for how to tag your code. It is a way to highlight the data and make it clear to Google so that they can more easily present it in the search results.

An example could be so-called star results as ratings directly in the search result. This makes your results stand out from the crowd. When there are 10 results on the front page and no one else has stars, you are more visible than your competitors. There are a plethora of different ways to structure your data, such as an FAQ, where you get three questions directly in the search result.

In doing so, you also shoot down the competition because you take up more space. So it's simply a good way to be more visible in search results.

You mention content that supports the buying journey as a tip. Should Kalle Kula become a blogger or influencer like Isabella Löwengrip?

Well, it doesn't have to be like that. However, if you take a buying trip, some people are at the beginning of the buying journey and don't know what they want. They might have an idea that they want to renovate a kitchen because they've seen inspiring pictures on Instagram. It's good to have content for all parts of the buying journey. If you are in an information stage where you are looking for price, what cabinet doors are available, which stove should I have, should I have a fan and what type of fan should I have? Then it is important to accommodate all those who are at that stage in the same way as you accommodate those who are a little further along in their buying journey who know which person or company to hire. Then you focus on the navigation search, so that you are visible on your own brand and that those who search for you come to the right page.

Then, when you're closer to buying or ready to renovate your kitchen, there's the transactional stage when you know what you want. Then you want to be visible on terms such as "buy" in certain situations and combinations. That you have information that covers all parts of the buying journey.

You don't have to do a very thorough analysis, you can ask family or friends who may not be familiar with the industry - what would you search for or what kind of information would be useful to you if you were renovating a kitchen?

Whatever part of the construction industry it is, I think many people can relate to knowing their stuff and then it's easy to get tunnel vision and have preconceived notions about how people apply. Then it's probably good to take a step out of that bubble and find out what it looks like from those who do not work in what you do. How would they behave? What kind of information would be important for Eva, 48, who wants to renovate her bathroom?

I think it's important to take a step back and look at the customer and the searcher, as we in SEO would say, and cater to them with the information that they need to make a decision.

Thanks Christoffer for all the SEO tips!

Many thanks to Christoffer who took the time to talk some SEO with us. There are several videos about SEO, marketing and entrepreneurship here on Qred. Click around and read, watch and listen more!