Top tips to shore up your SEO marketing

Home Columns Al's Column Top tips to shore up your SEO marketing

digital marketing Search engine marketing (SEM)—a digital marketing strategy used to increase the visibility of a website in search engine results pages—is in a constant state of flux amid changing trends. Many remodelers use digital marketing for lead generation, including search engine optimizing (SEO) via their websites, buying paid traffic from Google or Microsoft, paying for ads in neighborhood-oriented sites and using third-party lead generators. No business ever captures all the leads; however, it’s critical to be sure you’re not missing the most profitable opportunities available.

Several objectives for consideration:

Audience targeting

An effective SEO marketing strategy begins with audience targeting. This concept entails taking your audience of prospective customers and segmenting them into different categories based on behavioral characteristics, demographics, interests and intent. For example, grouping audiences based on first-time homeowners vs. homeowners living in their forever home. Segmenting your ideal customer profiles enhances your SEM campaigns by delivering personalized messaging to each audience. Personalized campaigns result in higher conversion opportunities and brand awareness.

Keyword creation

As many home improvement professionals begin their SEM journey, the most common roadblock is keyword creation—the words or terms people enter into their search engine—and targeting. Ideally, when you are setting up marketing campaigns, you are only creating campaigns around keywords that are relevant to the services your business offers. For example, a roofing contractor will look for queries related to roofing replacements.

Once you find your list of keywords, the next step is to figure out the intent behind each search. A great way to figure out keyword intent is to think about every search on Google as a question that a homeowner is asking; your job is to answer it.

For instance, a homeowner who is beginning to plan for their project will often search broad questions such as: ‘How much do I need to budget?’ Homeowners who are further along the process tend to ask Google more specific questions. Another way to determine keyword intent is by using different match types. These are offered as you create your targeted list of keywords. So, if you have potential homeowners that are knowledgeable about what they are looking for (specific queries), you can potentially set up your keywords to match exactly—meaning you can look for a specific audience that matches the search query, “Bathroom remodeling in Austin, Texas,” for instance.

Another way to pick your keywords is by reverse-engineering your web pages. Your website should already be saturated with the words and phrases that most strongly express your company’s value proposition. By advertising on searches for the same keywords, you’ll benefit from a higher quality score, and visitors will likely spend more time on your site.

The next installment will delve into ways that concepts like geotargeting and dayparting impact the user experience.

Gregg Hicks a new business leader for Modernize Home Services. He has 20 years of experience across web analytics, SEO, social, SEM and affiliate marketing, and is a longtime marketer of home improvement services.

Must Read

Northann Corp. secures European patent for 3D printing technologies

Northann Corp., a leading innovator in the 3D printing industry, has secured a new, groundbreaking European patent for its state-of-the-art “DSE Embossing Technology,” which...

Karastan LuxeCraft debuts revitalized stone, wood fashions

Calhoun, Ga.—Karastan continues to expand its role as a complete flooring brand by focusing on fashion that transcends time with enhanced and authentic designs...

Fuse Alliance adds five new members

Fuse Alliance, a member-owned organization of professional commercial flooring contractors, has added five new members: BECA Commercial Flooring, Buckeye Floor and Ceiling, DeSoto Floor...

Underlayments: New formulations tout enhanced performance

Underlayments are valuable to the flooring retailer for several reasons—not the least of which being a satisfied customer. From comfort underfoot to sound absorption...

Hardwood enhancements bolster category’s lasting appeal

Hardwood may very well be the most aspirational flooring product (next to stone or ceramic tile). However, that doesn’t mean suppliers are relying solely...

Mohawk Group partners with

Dalton—In celebration of World Water Day, Mohawk Group announced its partnership with in an effort to help increase access to safe water and sanitation...

As seen in

Feb. 20/27, 2023

Some text some message..