Your Guide to SEO for the Building and Interiors Industry in New Zealand
Building Industry Keyword Analysis
For this report, using the online SEO tool Semrush, we analysed over 400 of the top keywords in New Zealand for the building and architect industry specifically.
We categorized the top keywords as “Branded,” “Local,” “Generic,” “Price,” “Inspiration,” or “Room.”
Some keywords may overlap categories. For instance, "Small Bathroom Renovation Cost" could fit both "Price" and "Room."
Our analysis revealed a diverse mix of these keyword categories, with "Local" keywords leading, followed by "Branded," "Generic," "Price," and "Inspiration." This mix underscores the importance of strategically using "Local" and "Branded" keywords on your website to establish a strong online presence.
For example, if your mate Dave is a builder in Timaru who owns a company called D&T Builders that specializes in renovations, he would want to have the following keywords generously sprinkled throughout his website:
- Builders Timaru
- D&T Builders
- D&T Builders Timaru
- Renovations Timaru
- Home Renovations Timaru
He can also add in Price, Inspiration, Room and Generic keywords, but should focus his attention Branded and Local keywords first.
A Note on Trends
When selecting keywords, staying ahead of the competition involves keeping an eye on current trends. A useful tool for tracking trends is Google Trends. Here, you can enter a keyword to see its popularity over time. You can also explore related keywords, known as "queries," that are gaining traction. Incorporating these trending keywords into your content can give your SEO a boost.
Understanding Seasonal Keywords
In the building industry, the demand for certain services and products doesn't stay the same all year round. In fact, it usually changes with the seasons.
For example, in the summer, homeowners are thinking about things like roofing repairs and getting their new outdoor deck installed. But come winter, it's all about heating system maintenance or tree removal services. The seasons dictate what people need and search for.
When you can plan ahead and anticipate what people are searching for during different times of the year, you can get ahead of the competition. Put a content strategy in place to work on seasonal content a few months before you need to publish it. For example:
- If you're thinking about summer, start planning your content in the spring.
- Create dedicated landing pages on your website for your seasonal services or products. Make it easy for visitors to find exactly what they're looking for.
Remember, understanding seasonal keywords isn't just about keywords; it's about understanding your audience's needs throughout the year and delivering the right solutions at the right time.
Competitor Analysis in the Building Industry
With almost all of SEO being online and out in the open for everyone to see, it’s pretty easy to find shortcuts your competitors may be taking in the world of keywords.
Online tools like SEMrush and Ahrefs can be your detectives in the world of online competition. They can show you things like:
- What keywords your competitors are ranking for: You get to see the keywords that are driving traffic to their websites.
- Which pages are performing well for them: You'll know which of their pages are getting the most attention.
- Their backlink profiles: You can see who's linking to their content.
If you don’t want to pay for online tools you can also take a look at your competitor’s website to gain an understanding of:
- Opportunities: See if your competitor ranks for keywords that you’d like to rank for. These are potential opportunities for you to swoop in and capture some of that traffic.
- Their Success: If your competitors have pages on their website that are good, analyse what they're doing right. Is it the content quality, the keywords, or the user experience? Use this knowledge to enhance your own website pages.
Remember, competitor analysis isn't about copying what they're doing. It's about learning from their successes and finding new opportunities.
Content Strategy and Keyword Mapping
Now that we've got a solid understanding of keywords and competitors, it's time to dive into the heart of your SEO strategy – your content. After all, keywords are only as good as the content they're woven into. Here's how to get it right:
Aligning Keyword Research with Your Content Strategy
Imagine keyword research as the compass guiding your content ship. To start, you need a clear destination – that's your content strategy.
- Define Your Content Goals: Ask yourself, "What do I want to achieve with my content?" Is it to inform, inspire, or sell? Knowing your goals helps you choose the right keywords.
- Choose Keywords Wisely: Based on your goals, pick keywords that match your content's purpose. For instance, if you're creating a blog about "Energy-Efficient Home Upgrades," your keywords might include "solar panels" and "insulation."
- Create a Content Calendar: Plan when you'll publish content around specific keywords. Align this with seasonal trends and business goals. We recommend publishing a blog and cross-posting your blog posts on your social media profiles. Pick a regular cadence for publishing that works for you and stick with it. The more consistently you’re able to publish content, the better off you’ll be.
- Use Keywords Naturally: Avoid stuffing keywords into your content like confetti. Instead, let them flow naturally. Google's smart enough to recognize forced keywords, and it won't do you any favours.
- Focus on User Intent: Think about why someone might search for a particular keyword. What are they looking to learn or do? Your content should address that intent. If someone searches for "DIY Deck Building Tips," they want actionable advice, not a history lesson on decks.
- Create Comprehensive Content: Google loves in-depth, informative content. If you're targeting a keyword like "Green Building Materials," make sure your content covers everything a reader might want to know.
Local Keywords and SEO
Local SEO is a game-changer for businesses in the construction, building, architecture, and design fields. If you've got a brick-and-mortar presence or serve specific areas, this one's for you.
Why Geo-Targeting Matters
Imagine this: You're a local construction company in Auckland. You're awesome at what you do, but nobody knows because your online presence is buried beneath a pile of national competition. That's where geo-targeting swoops in to save the day. Geo-targeting your local service area helps you…
- Connect with Nearby Customers: Local keywords help you connect with potential customers right in your neighborhood. When someone in Auckland searches for "home renovation," you want to be front and center.
- Beat the Big Players: Global giants might have fancy websites, but they can't compete with your local knowledge and presence. Use it to your advantage.
- Higher Conversion Rates: When people search for services nearby, they're often ready to buy or hire. Local SEO increases your chances of turning searches into sales.
Examples of Geo-Targeted Keywords
Here are some geo-targeted keywords for various locations or regions:
- Builders Auckland: If you're a builder in Auckland, this one's gold.
- Architects Christchurch: Perfect for architectural firms in Christchurch.
- Home Design Wellington: Ideal for businesses specialising in home design in Wellington.
- Construction Companies Tauranga: If you're in the construction game in Tauranga, this is your go-to keyword.
Optimising for Local SEO
Here's a simple roadmap for boosting your Local SEO presence:
- Google My Business: Claim and optimise your Google My Business listing. Fill it with accurate business information, high-quality images, and customer reviews. Not sure how? Here’s Google’s instructions for how to add or claim your business profile.
- Local Content: Create content that speaks to your local audience. Blog about local projects, community involvement, or events.
- On-Page SEO: Ensure your website is optimised for local keywords. Include your location in meta titles, descriptions, and headers.
- Local Citations: Get your business listed in local directories, chambers of commerce, and review sites like Yelp. Consistency in your NAP (Name, Address, Phone) information is key.
- Reviews and Ratings: Encourage happy customers to leave reviews on platforms like Google and Yelp. Positive reviews boost your local credibility.
- Mobile Optimisation: Most local searches happen on mobile devices. Make sure your website is mobile-friendly for a better user experience.
Local SEO is your ticket to becoming the go-to business in your area. It's like putting up a giant neon sign that says, "Hey, we're right here, and we're the best at what we do!"
Actionable Steps for Building Industry Professionals
Whew, that was a lot! You made it to the end of our guide, nice one! Here is your actionable plan for getting started with your SEO strategy today.
- Keyword Research: Start by conducting comprehensive keyword research for your building industry niche. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to identify high-value keywords in your category.
- Content Calendar: Create a content calendar that aligns with seasonal trends and your business goals. Plan your content around the keywords you've identified.
- Competitor Analysis: Use online tools, or simply take a look at your top competitors’ websites, to identify their keyword and content strategies.
- Content Creation: Start crafting high-quality, informative content that targets the keywords you've chosen. Remember to address user intent – your content should provide value to your audience.
- Local SEO Optimisation: Optimise your website and content for local SEO. Update your Google My Business listing and create local content.
- Stay Informed: SEO is ever-evolving. Stay updated with industry trends, algorithm changes, and new tools. Adapt your strategy accordingly.
Get Started Today
Don't wait – you can start implementing these strategies today. The building and interiors industry is competitive, but with the right keywords and a solid SEO plan, you'll rise above the rest. SEO success is a journey, and you're now equipped with the roadmap to navigate it.
If you’re feeling overwhelmed by the thought of getting started, get in touch for a free, no-obligation strategy call today. We’ll walk you through your first steps and help you get on the path to nailing your SEO strategy.At first glance, SEO, or Search Engine Optimization, might seem like a technical bore, but it's actually the key to making your mark in the building industry.