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    The Dos and Don’ts of SEO for Building Material Websites

    Growing your building materials brand online is a whole lot easier if you’re showing up on search engines like Google and Bing.

    However, the process of making this happen and increasing your overall organic traffic starts with one key ingredient: search engine optimization (SEO).

    What is SEO? Well, it is a set of basic protocols that tell search engines that your website is pertinent, reliable, and useful for those looking for answers to their most important questions.

    That said, to make the strategy work, you have to put in quite a bit of effort and time. Long gone are the days of adding a keyword to a blog post and hoping for the best. In fact, there’s actually quite a bit more to it than you might think.

    In this guide, you’ll learn about the most crucial elements of SEO for building materials companies. Let’s get started.

    On-Page Optimization Essentials

    The most crucial aspect of SEO for building materials companies is really the on-page optimization. These are the tasks that you do on your own website that let the search engine know who you are and what information you’ve added to your page. These tasks take time to implement, but they can be very useful in improving your ranking in the long term.

    Keyword Research

    The act of keyword research is simply using a special online tool to see what users are searching for on Google or Bing. While there are many different options for doing this type of research, the easiest and most effective method is Google Ads Keyword Planner, which is a free tool.

    When looking for the right keywords to add to your website, you’ll want to look for terms that have a moderate search volume. These are the ones that aren’t way too difficult to compete for with the big guys in your niche, but also pertain directly to your business.

    Create a list of the best ones to try to rank for. Long-tail keywords offer the opportunity to rank for phrases or short sentences, making it important to add a few to your list, too.


    Writing a blog post is an example of creating content, but it isn’t the only way to boost your search ranking. You can update your product descriptions, about pages, and other aspects of your website with this type of content.

    In order to make it something that is likely to rank, you need to include a few of the keywords you discovered during your research. Don’t just stuff a bunch of them into a short piece, however. Ideal keyword density is about one to two times per five hundred words.

    Meta Titles & Descriptions

    Search engines like to look at the meta titles and descriptions of your website. Be sure to flesh these out so that they include some of the relevant keywords you added to your list. Long-tail keywords work really well for this, too.

    Update all meta descriptions for each page and post on your website with the keyword and a short description of what each page is about. This is what will show up with your search listing on Google.

    Image Tags

    Google only sees images in terms of the alt tags that are attached to them. If you want to improve your overall search ranking, make sure to update your image tags with relevant keywords to what is listed on the same page.

    Again, this isn’t an area where you want to start stuffing as many terms as you can. But two to three per image is usually fine.

    Effective Off-Page Optimization

    In addition to the on-page optimization steps we’ve listed above, it is important to add a few off-page elements, as well. While these can sometimes be a bit more challenging because you don’t have as much control over how they happen, the end result is usually a pretty nice jump in ranking and organic traffic once they’ve happened.


    Link building is also an essential part of off-page optimization. This is where another reputable website links back to your homepage.

    In the building materials industry, this could be something as simple as a construction company linking to your brand or a supply house mentioning your website on their online order page.

    This is definitely a professional strategy, so it might be something you’ll want help with from a digital marketing firm.

    Social Media

    Social media links are also an important off-page SEO strategy for building materials companies. The links on your profiles that point to your main website or any links you share that point to individual blog posts count as backlinks, too.

    This means that you can really improve your search engine ranking over time by simply being consistent with your social media marketing and growing your following.


    Finally, there are directories for creating backlinks. Essentially, these are your Yelp, Manta, and the other associated places where you submit your business information, contact details, website links, and other pertinent information. Even Google My Business (GMB) and Better Business Bureau (BBB) are included in this.

    Directories are also important because they lend credibility to your company. When a prospective client uses Google to try to get in touch with you, they want to see that you’re listed in multiple places.

    It is often free to become listed in a directory, but the process can be a little time-consuming. For building materials companies, it is usually best to hire a marketing team or a service to do multiple at once. Or you can just commit to doing a few a day until you have several hundred working as active backlinks for your website.

    Things to Avoid: The Don’ts of SEO for Building Materials

    In addition to all of the elements we’ve included in this guide, there are a few that you’ll definitely want to avoid. Here are several of the most common.

    • Keyword Stuffing: This is where you add a specific keyword into text on your website more than what would be reasonably natural for conversation. A good rule of thumb is around once to twice for every hundred words of copy on a single page.
    • Don’t Copy Exact Blocks of Text from Other Sources: You also don’t want to copy information from other sources, including any product descriptions that your suppliers are already using. The end result can be a penalty for duplicate content, which can really tank your search ranking.
    • Don’t Overlink to Too Many External Pages: It might be tempting to add links to other websites to back up your position in content or even promote a major seller of your products. While this is fine on a small scale, you don’t want to overdo it and make the search engines feel you’re spamming. A good rule of thumb is no more than two to three external links on a single page.
    • Trust Link Scams: Building backlinks can be tough, but cheating the system by hiring someone who claims to give you a bunch can lead to spamming. In the end, this hurts your search rank and harms your overall brand image.

    Put It Into Practice

    As a building materials company, it is important to grow credibility for your product and business by consistently working on your search engine optimization practices. By keeping the ideas in mind that we’ve mentioned above, you can easily achieve a greater amount of organic traffic and growth over time.

    Still wondering about the best way to grow your building materials business? ER Marketing can help. Whether you sell B2B to suppliers or direct to consumers, we can help you get the recognition necessary for growth. Please contact us today for details.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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