.png){kind=small}
Try our website cost calculator now to find out what you can do with your budget.
In the construction industry, getting found by potential clients in your local area is crucial for business success. Whether you’re a builder, contractor, or construction company, your online presence can make or break your lead generation. This is where local SEO (Search Engine Optimisation) comes in. By optimising your website and online listings for your local market, you can rank higher on Google and other search engines, drawing in clients actively searching for construction services nearby. Here's everything you need to know about leveraging local SEO to grow your building company.
What is Local SEO and Why Does It Matter for Builders?
Local SEO is the process of optimising your online presence to attract business from relevant local searches. For example, a potential client might search for "builders near me" or "construction companies in Auckland" when looking for a contractor. By focusing on local SEO, your business can appear in those searches, boosting your visibility and increasing the likelihood of turning leads into clients.
For builders, this is especially important because construction projects are highly location-specific. Potential clients tend to seek out local professionals they can easily communicate with and visit.
Optimising Your Website: SEO for Construction Companies
To improve your rankings, you need to ensure your website is tailored for both SEO and local searches. Here are some essential steps:
Create Location-Specific Pages
If your business services multiple areas, create location-specific landing pages. For example, having a separate page for “Builder in Auckland” and “Builder in Wellington” allows you to target local searches more effectively.
Optimise On-Page SEO Elements
Make sure that your titles, meta descriptions, and headers include relevant local keywords, such as "best construction company in Christchurch" or "local builders in Wellington." Tools like SEO Optimizer can help identify the best keywords to use.
Include Local Schema Markup
Using schema markup can help search engines understand your website’s content and its relevance to local searches. This can improve your chances of appearing in rich search results like map listings and featured snippets.
Optimising Your Google My Business Listing
Google My Business (GMB) is a vital tool for local SEO success. This free listing allows your business to appear in Google Maps and in the local pack of search results. Here’s how to make the most of it:
Claim and Verify Your Listing: First, claim and verify your Google My Business listing. This will ensure you have control over your business information, like hours, location, and services.
Optimise Your Description and Categories: Make sure your business description is clear and includes relevant local keywords like "construction services in Auckland." Choose the appropriate categories that reflect your services, such as "building contractor" or "home construction."
Encourage Reviews: Positive reviews are a huge factor in local rankings. Encourage satisfied customers to leave feedback on your Google My Business page, as reviews not only help with rankings but also build trust with potential clients.
Building Local Citations
A local citation is any mention of your business's name, address, and phone number (NAP) online. The more consistent and accurate your business information is across local directories, the better it will be for the SEO of your construction company. Some of the most important citation sources for New Zealand builders include:
Local directories like NZS.com and Finda
Construction-specific directories such as Builderscrack.co.nz or Houzz NZ
Major review sites and map services like Apple Maps and Yellow.co.nz
Leveraging Local Backlinks
Backlinks, or links from other websites to yours, are one of the most powerful ranking factors in SEO. For local SEO, try to secure backlinks from reputable local businesses, suppliers, or partners. You could even collaborate with other local service providers and feature each other on your websites. This helps Google identify your business as relevant and trusted within your community.
Use a Cost Calculator or Estimator on Your Website
An effective tool that can set your construction website apart from the competition is an interactive cost calculator or estimator. Builders can attract more leads by allowing potential clients to get an idea of what their project might cost. Not only does this provide value upfront, but it also helps qualify leads before they even reach out to you.
We built the above cost estimator for TopBuilders which brings in more construction leads and jobs than their main website because search engines like Google reward it for it's helpfulness and value. It also outperforms their main website when pointing Google Ads to both sites due to its simplicity. Having separate websites on separate domains that link to each other benefit both sites as Google rewards the SEO with higher search rankings.
Tools like these enhance the user experience and keep people on your site longer, which is beneficial for SEO. By providing transparency around pricing, you build trust with your audience, increasing the chances of conversion.
Facts About Websites for Builders
In New Zealand, a vast majority of businesses rely on their websites for lead generation. In fact, according to the Ministry of Business, Innovation, and Employment (MBIE), 42% of small businesses have a website, and 63% of these businesses say their website is their main source of leads . For builders, having an optimised local website can make a world of difference in attracting clients who are actively searching for construction services online.
Tracking Local SEO Performance
Once you've implemented your local SEO strategy, it’s essential to track and measure its success. Tools like Google Analytics, Google Search Console, and specialised local SEO tools like Moz Local can provide insight into how well your site is performing in local searches.
Regularly reviewing your data will allow you to adjust and improve your strategy, ensuring that your business stays visible in search results and continues to generate leads.
Conclusion
By focusing on local SEO, builders and construction companies in New Zealand can gain a competitive edge, ensuring that they appear in front of potential clients when it matters most. From optimising your Google My Business listing to building a strong local backlink profile, the steps outlined here will help increase your visibility and, ultimately, grow your business.
Try our website cost calculator now to find out what you can do with your budget.
