As a contractor, creating high-value online content to attract potential customers to your business is essential. Your search engine optimization (SEO) strategy will contribute to how much traffic you drive toward your online resources. The better your SEO, the higher your content will rank in popular search engines like Google, Bing, and Yahoo.
Keyword research, website optimization, and data analysis are fundamental to your SEO strategy. However, without the right information, executing your SEO campaign can be costly to your return on investment (ROI).
Consider the following tips if you want to boost your SEO ranking while maintaining a positive ROI. Our marketing strategists at Relentless Digital provide all the information you need to increase your website traffic.
What Is Search Engine Optimization?
When you create content — like a blog post or advertisement on Google — you may assume sharing it on your website or professional social media account is enough. Unfortunately, most of your target audience will never see this content if you do not invest in a quality SEO strategy.
Search engines like Google use a complex algorithm to sort and rank high-performing, relevant content. With the right SEO tactics, you could boost your content’s visibility in the search results and generate more leads. This advantage is significant because most users do not click past the first page of Google to find the products or services they need.
Other benefits of SEO include:
- Driving more organic traffic, allowing you to spend less money on paid advertisements
- Learning which key search terms your target market uses
- Earning a higher organic CTR (click-through-rate) on your content
- Outperforming your competition on Google
- Increasing the revenue generated by your pay-per-click ads
- Elevating your company’s exposure and reputation through third-party backlinks
If you are new to digital marketing, getting the highest ROI on your SEO efforts may seem challenging. It can take time for search engine results pages to register changes and funnel people into your website. However, the long-term gains are well worth the initial costs of your SEO investments.
Learning the basics of digital marketing can help you jumpstart your SEO campaign. Fortunately, you don’t have to navigate the process alone. At Relentless Digital, we can guide you through your online strategy and increase your SEO returns with best-in-class services.
8 Metrics-Proven Ways To Boost Your SEO ROI
You can improve your online visibility and earn leads in many ways. Here are eight strategies you can use to get the most out of your SEO investment.
Set Goals for Your SEO Strategy
Set clear SEO goals for your company before you begin optimizing the content on your web pages. For example, some contractors use their websites to sell products or get potential customers to sign up for a mailing list.
Your goals may differ significantly. Outlining them will help you develop an SEO strategy with a good ROI. It will also allow you to create and visualize a baseline for success.
You can establish goals using Google Analytics — the ultimate measure of your business’s SEO ROI. This tool helps you to stay on track with SEO efforts and monitor the performance of any applications or social media accounts you manage.
Identify Your Target Market
Learning the search intent of your target market is essential to your SEO efforts. If you can find out what people search for when seeking services like yours, you can inject relevant keywords, images, and metadata into your content that moves organic traffic toward your website.
However, this method can be challenging because search intent evolves weekly — sometimes daily. Current events, online trends, and sudden changes in the market can influence what people search for on Google.
Ask yourself, “What problems does my target market experience that my services could solve?” or “What words do people associate with my services?”
You can do your own research to learn more about your target market. For example, you could ask current customers to fill out a survey for deeper insights into your target demographic and their needs and concerns.
It may sound counterintuitive, but you may need to narrow your target audience to earn more revenue. Many contractors make the mistake of trying to appeal to everyone online — as a result, appealing to no one. This problem can lead to lower rankings and a poor SEO ROI.
Operate a Fast and Mobile-Formatted Website
Google will rank your website higher in the search results if it is fast, easy to navigate, and formatted for mobile devices. Hence, keeping up with website maintenance is important to increase SEO ROI.
You can manually test your web pages by viewing them outside the creator’s display. Alternatively, you can use Google’s “Test My Site” feature. This option lets you calculate how much money your company could earn by increasing your website speed.
Depending on your SEO performance, increasing your website speed by only a few milliseconds could boost your revenue by hundreds of dollars. You can reduce delays by compressing images on webpages, scaling your HTML or CSS coding, and enabling caching options.
Today, more and more people use their smartphones to browse the web. Mobile friendliness will encourage more users to stay on your website, leading to a higher conversion rate.
Optimizing your own website can be tricky if you lack the time or skill set. Fortunately, SEO services for HVAC companies and contractors can do the work for you.
Research High-Performance Keywords for Search Engines
Most digital marketing specialists agree that quality keyword research is one of the most important steps to maximizing your SEO impact and earning a high ROI. Keywords are terms your customers type into the search bar to find specific products or services.
For example, suppose a user needs to repair their air conditioning system. They may search Google using terms like “HVAC repairs” or “evaporator coil.”
Still, some keywords are so competitive or low-volume that they will do little for your SEO results. Keyword popularity can change daily, making it hard to choose the right ones for your content.
Analyzing historical trends is a practical way to determine the total value of a core keyword. The Google Keyword Planner tool can help you track peaks and patterns throughout the year. This way, you can predict which seasons your chosen keywords will perform the best in the search results.
Third-party keyword finders can also track the current difficulty, volume, and cost per click of your chosen keywords.
Use Long-Tail Keywords
Short-tail keywords consist of one or two words. They typically have high search volumes and cover vague topics. While they may help users find you during an organic search, they can also be incredibly competitive.
In contrast, long-tail keywords are phrases that consist of three or more words. They help narrow broad topics and lead to higher conversion rates than short-tail alternatives.
Suppose a user needs a new motor for their HVAC unit, but they don’t have time to replace it themselves. The short-tail keyword “HVAC motor” may be useful for searching product listings or blogs on new technology. However, a long-tail alternative, like “HVAC motor repairs near me,” may allow them to find a contractor that will provide the service they require.
Write Informative, High-Value Content
You can increase your SEO ROI by regularly posting high-value content like blogs, service pages, and press releases. This strategy will help you build your brand, reach new audiences, and maximize your customers’ experiences with your website.
Your online resources may appear in an organic search result if you inject high-performance keywords or links into your content. Link building also encourages other companies to view your work and potentially provide backlinks from their content to yours in return — boosting your overall ROI of SEO.
Content decays over time, so try to use evergreen content as much as possible. This method ensures that your articles, service pages, etc., stay relevant regardless of when users view them. If you already have outdated content, you can reoptimize it by replacing broken links, revising old information, or including new studies and statistics.
Localizing your content for search intent is crucial if you own a small to medium-sized company. Attaching localities like “Queen Lake, AZ” or “Cincinnati, Ohio” to your keywords can promote higher conversions from users in those areas. You can also set up a local listing page on Google to help people find your business.
Local listings — such as the Google Business Profile — provide your hours of operation, online reviews, and links to your website and social media, saving you money on billboards or physical listings.
Monitor Your ROI of SEO Metrics
Calculating SEO ROI can be time-consuming without the proper tools. Google Analytics allows you to monitor SEO changes and track the long-term value of your strategy.
This tool will also show you assisted conversions — successful sales from your mobile ads, click ads, etc. You can use this data to see how much revenue your conversions make and determine where changes to your SEO strategy are necessary.
Keeping up with your SEO ROI metrics will ensure that you aren’t wasting money on underperforming ads, blog posts, or keywords. You can also use this data to stay on track with the goals you set at the beginning of your campaign and change them when needed.
Invest in a Digital Marketing Service
You can consider hiring a third-party digital marketing service to manage your SEO and avoid outdated practices. Professional SEO specialists can audit your web pages, ads, and social media to identify problem areas. Working with experts can help you free up staff, save time, and maximize your ROI.
Most digital marketing companies offer fixed costs on certain services, like content writing and website development. A fixed-cost plan may be practical if you want to revise old content or run effective, targeted ads.
Get Ready To Boost Your Return On Investment
Maximizing your ROI of SEO is essential for the success of your business. How much value you place in your strategy will mean the difference between generating more leads and wasting effort. Thankfully, you don’t need to worry about learning new technology or navigating confusing software.
At Relentless Digital, we can provide you with SEO management services, web design solutions, audits, and more at a fixed monthly fee. No matter the size of your contracting company, we will confront the challenge with a practical, industry-specific approach. Sit back and forget about your online responsibilities by trusting us to guide traffic toward your business.
Enjoy cost-efficient solutions when you hire us for your next SEO campaign. We provide a guide to budgeting for SEO if you are still hesitant about investing in our services.
Contact us at Relentless Digital in Queen Creek, AZ, to learn more about how to maximize your SEO ROI. Schedule a consultation or speak to a representative at (262) 393-4241.