Improving your search ranking can have several benefits for your construction business. However, it is an ongoing process—and defining SEO success for contractors is a critical part of that process. You need a solid understanding of KPIs to lay out your goals. In doing so, you’ll determine metrics you need to track, as they can impact your SEO results.
What’s a KPI?
Think of KPIs, or key performance indicators, as your roadmap to SEO success. These metrics act as specific checkpoints, allowing you to measure the effectiveness of your chosen strategies and track your progress toward achieving your SEO goals. By focusing on these key metrics, you stay clear of vanity metrics—those flashy numbers that might look good but offer little insight into actual business impact. Remember, focusing on the right KPIs keeps your SEO efforts focused on driving tangible results for your contracting business.
Key SEO Metrics for Contractors
Contractor SEO analytics can be a powerful tool for uncovering valuable insights into your website’s performance and how it aligns with your overall marketing goals. By tracking the following key metrics, you can gain a clear picture of your SEO progress and make informed decisions to optimize your online presence:
- Organic Traffic
- Keyword Rankings
- Conversion Rate
- Local Search Visibility
- Bounce Rate
By monitoring and analyzing these key SEO metrics, you can track your progress, diagnose potential issues, and refine your SEO strategy to attract more qualified leads and drive business growth.
Organic Traffic
Organic traffic is the amount of traffic that comes to your website naturally. It is not driven by ad clicks. Instead, it measures the number of people who could find your website organically by utilizing the keywords you chose to focus on when you designed your marketing strategy. The higher your search ranking, the more organic traffic you will likely receive. For example, if you appear beyond the first page of Google’s search results, you are likely to receive almost no organic traffic for those specific search terms.
Keyword Rankings
Keyword rankings allow you to see where you rank in search engines on particular keywords. Ideally, you want your construction company to rank as high as possible for the most valuable keywords to your business. For example, if your focus is on home construction, highlight keywords that relate to it. On the other hand, if you focus on business construction projects, you may want to highlight related keywords. As your SEO improves, you will climb higher in keyword rankings, which means you will appear higher on the page.
Conversion Rate
Conversion rates allow you to track what percentage of the customers who come to your website call you or make a purchase. High conversion rates suggest that you have a well-designed website and a great SEO plan that allows you to focus on the keywords that matter to your brand. On the other hand, low conversion rates often mean that customers need help finding what they’re looking for when they visit your website. That could be because of keywords that do not actually relate to your business or a lack of local SEO.
Tools for Tracking SEO Metrics
There are several tools that can help you better track your SEO KPIs for contractors, giving you a better idea of the performance of your SEO campaign. By paying attention to analytics, you can determine how your efforts benefit your brand.
Google Analytics
Google Analytics tracks and reports website traffic and mobile app traffic. It can give you a wealth of insights into your key metrics for contractors, including what search terms will most likely bring potential customers to your website. With its help, you can gather and quickly respond to information about your customers.
Google Search Console
Google Search Console is designed to provide critical information about your website. It shows what search queries users utilize to direct them to your site and information about your indexing status, crawling errors, and more. The console can also help you fix performance issues that could interfere with your overall search ranking or position.
Implementing an SEO Measurement Strategy
Putting the right plan in place can help you measure your SEO efforts, track key performance indicators, and keep up with any challenges you might face.
- Choose the metrics that are most important to your brand. Are you focusing on organic traffic? Keyword ranking?
- Track your analytics before implementing your SEO plan. Have a baseline for those numbers.
- Set realistic, attainable goals that you are likely to be able to reach as you improve your SEO strategy. Make sure you have a timeline in mind.
- Track how changes to your SEO strategy improve your key metrics.
- Make changes as needed to help you increase your performance.
Having a clear SEO measurement strategy in place will ensure that you can see the progress of your SEO efforts over time. Monitor your progress and make changes to your strategy to see ever-improving results.
The Role of KPIs in SEO Strategy for Contractors
Key performance indicators can provide you with a look at how your SEO strategy is performing. Plenty of metrics may have little to do with your business’s success. For example, while website traffic is essential, conversion rates are even more so—and if qualified leads are down even with site traffic rising, it could be a sign that you’ve focused on the wrong keywords. Likewise, suppose you’re seeing an increase in click-through rate, but an equally high bounce rate. In that case, you may not be providing the high-quality content clients need to decide in favor of your construction company. Focusing on vital KPIs like organic traffic and conversion rates and your keyword ranking can help ensure that your SEO efforts are focused on the right elements.
Start Tracking Your SEO Success Today
Are you ready to advance your search engine optimization, improve your search ranking, and track your results for performance changes you can see? At Hercules SEO, we have the tools you need to build organic traffic for your construction company website. Contact us today to learn more about our range of SEO services and how we can help you get the attention your construction company needs to excel.