Public relations (PR) is an essential prerequisite for every successful business, which also applies to construction.
Building a meaningful connection with your market is as crucial as building sturdy structures.
However, businesses and their customers' playing field has moved to cyberspace, making websites and social media an integral part of PR campaigns.
The challenge now is to make your digital presence appealing to both human audiences and the systems running the internet–ultimately driving people to your websites and helping boost your profit.
To help you stay relevant in this changing landscape, you can apply these search engine optimization (SEO) and PR strategies to construction businesses.
Capitalizing on the Relationship Between PR and SEO
Public relations is usually associated with official statements and press releases, efforts requiring huge budgets,, and extensive marketing efforts. Building a PR campaign has become more accessible with democratized access to the internet.
In the era of websites and social media, PR closely works with search engine optimization and understanding how one affects the other amplifies the benefits of both. Public relations refer to your construction company's strategic management of all information and communication.
By tailoring your PR content–press releases, company statements, informative blogs–to be optimized for search engines, they become easier to search and, therefore, more accessible to more people. On the other hand, content optimized for search engines elevates your PR metrics through the following:
- Good SEO practices encourage the use of short, simple sentences that are easier to understand.
- The use of images accompanied by relevant alt texts make them "readable" and "indexable" for search engines. Using alt texts also provide info for reading software used by visually impaired people.
- Relevant and strategic use of links, connecting materials on your website to other content (internal links) and authority sources (external links). These additions increase your SEO authority score, making your construction business more trustworthy for the general public.
Strategy #1: Building Your Content Base
Now that the relationship between PR and SEO has been established, it's time to work on your construction website. Even within the industry, there are particular niches businesses can focus on, and you can do the same as you focus on a PR campaign for SEO. There are businesses specializing in warehouse construction or computer rooms with elevated flooring. Similarly, some firms are focused on woodworking, metalworking, or providing supplies.
Choosing a specific niche to focus on helps keep your content focused, especially as you build your website content. Blog posts for your construction business–whether about the latest development within your organization, product and service offerings, or simply informative articles about the industry–can help your website garner traffic. For example, guides on choosing the right product could help inform DIY builders. Aside from how to select construction materials, you can use the guide as an opportunity to showcase your product offerings.
Furthermore, creating a solid content base helps you become an authority on the subject. Your website can become associated with specific keywords with the proper use of SEO practices on your article. Suppose a user is looking for "quality woodworking in the Midwest," and it contains keywords you usually use. In that case, you increase the odds of your construction business appearing in the search results.
Strategy #2: Try Guest Blogging or Newsjacking
Guest blogging refers to the practice of writing articles for another publication or website. By being allowed to create guest posts on online locations outside of your own, you demonstrate that you're a trusted source by the target website. It is an opportunity to write articles that contain images and links pointing to your construction business. You can create powerful link-building tactics and increase your reach
It's also relatively accessible for business owners, as there are marketing agencies specializing in doing guest posts. By strategically placing your guest articles, it is possible to accelerate your marketing ROI.
Similarly, a marketing strategy applies guest blogging concepts, but for news outlets. Newsjacking refers to taking advantage of current events to mention, promote, or advertise a product or brand. A news piece about the real estate market in a particular city could end up with an interview or recommendation of a local construction firm–and that could be your company appearing on the local news.
Strategy #3: Work With Influencers
Influencer marketing is an increasingly popular marketing strategy. Brands team up with influencers: people with a dedicated following on social media. More importantly, they are seen as crucial figures within their niche with the ability to influence their followers' decisions. Hence, they've become an integral part of most social media strategies.
They also work with similar PR and SEO concepts, making them associated with specific hashtags or other keyword identifiers in the digital space. This setup is why partnering with influencers could accelerate the growth of your marketing strategies—having a recommendation from influencers comes across as a social currency that can help you penetrate your target market. Influencers usually test out your products and services, provide reviews, and start a conversation about your brand.
For your part, you could start with deciding which social media platform you'd want to establish your presence. Influencers are trendy across Instagram and YouTube, although there are other platforms like Facebook, Twitter, or maybe even TikTok. Then, a budget and management strategy are needed to guide your influencer campaign moving forward.
Get Your SEO and PR Strategies Rolling
Search engine optimization and public relations apply to any industry, and construction is no exception. With the right strategy, you can establish yourself as a leading presence in the digital space. Drawing more visitors to your website and social media pages means more significant traffic, potentially turning into successful sales opportunities.
Suppose you're interested in getting into this trending marketing approach. In that case, you can always team up with third-party professionals or start exploring online platforms on SEO best practices you can apply to your construction business. Start building meaningful content for your website and start raking in additional support and attention to you and your team.
About the Author:
The SEO-Alien is a project started in 2009 regarding all things online marketing. The site started out more of a diary of predictions, suggestions and references to things I frequently used for online marketing... before social media marketing was even an option.
I hope you find the information and tools presented here useful and something worth sharing with others.
If there is anything else about online marketing or any online advertising strategy you think would be helpful, please let me know.