Leigh Simpson
When building a performance website a common mistake is leaving SEO until the end.
This often stems from working with a designer who sees their role as taking care of the visual experience and that SEO is a separate project to be taken care of by a different team post-launch. This is the wrong way to go about it.
This approach leads to costly rebuilds, a collapse in rankings and ultimately a terrible ROI.
During the website build phase, it's important to consider several aspects of SEO to ensure that the website is optimised for search engines from the beginning.
These include:
1. Keyword Research
In the construction industry, these keywords could range from specific product names such as "sustainable roofing materials" or "industrial concrete mixers" to broader phrases like "construction services in the UK." The goal is to understand the language your target audience uses in search queries.
Once these keywords are identified, they should be strategically incorporated into various elements of the website:
- Website Content: Creating high-quality, informative, and engaging content that naturally includes these keywords is essential. It's not about stuffing content with keywords but rather about crafting content that addresses the needs and questions of potential customers while naturally incorporating relevant keywords.
- Meta Tags: Optimizing meta tags, including the title and description tags, with your chosen keywords can enhance the website's visibility in search engine results. These tags provide a brief but impactful introduction to your website's content.
- URLs: Structuring URLs to include keywords is also beneficial for SEO. For example, a URL like "www.exampleconstruction.co.uk/sustainable-roofing-materials" is more SEO-friendly than a generic one.
2. Site Structure
Engineering your site with clear navigation and page hierarchy to make it easier for search engines to understand, index better and improve search engine rankings.
Search engines like Google rely on site structure to comprehend the content and purpose of your webpages. A clear hierarchy and logical organisation make it easier for search engines to interpret your website's content, improving the chances of your pages being indexed accurately.
3. URL Structure
URLs that are easy to read and include relevant keywords can improve search engine rankings. Ensure that existing URLs are reused where appropriate and redirected if not.
4. On-Page optimisation
Ensuring individual pages include relevant keywords, page titles, header tags (H-Tags), image alt-tags, file names and website copy. These should all be written to support your keyword strategy.
Well-crafted copy, page titles, header tags, and image alt-tags not only serve an SEO purpose but also enhance the overall user experience. They provide clarity and context, aiding users in navigating the website and understanding its content. This resonates with your focus on engaging, professional, and thorough communication.
Conclusion
In conclusion, you must integrate you SEO strategy seamlessly into your website's DNA, right from the initial concept and development stages.
By considering these aspects of SEO during the website strategy and build phases, you're not just laying the groundwork for a search engine-friendly site; you're building a strategic advantage. This proactive approach sets the stage for your website to not only rank well in search engine results but also, more importantly, to effectively connect with your target audience.
If you're ready to embark on a journey towards a more visible and impactful online presence, we're here to help. Don't hesitate to get in touch with us today. Our team of SEO experts is well-equipped to guide you through the intricacies of optimizing your website for both search engines and your valued audience. 
ABOUT INSYNTH
At Insynth, we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to connect with a technically demanding audience.
The latest marketing techniques such as construction inbound marketing, help building product companies to grow sustainability.
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