Why Isn’t My Website on Page 1 of Google? Common SEO Mistakes for Trade and Construction Businesses

If you’ve been wondering why your website isn’t appearing on the first page of Google, you’re not alone. Many trade and construction businesses face this challenge, often unknowingly due to common SEO mistakes.

However, even slight changes can make a big difference in search engine rankings. Let’s dive into the most frequent SEO pitfalls and how you can fix them to get your business noticed.

Common SEO Mistakes Holding Your Website Back

Targeting the Wrong Keywords

One of the most common errors is focusing on generic or irrelevant keywords. For example, a construction company might target ‘construction services’ instead of more specific terms like ‘loft conversions in Brighton’ or ‘kitchen renovations in Bristol.’ Generic keywords are highly competitive and less likely to attract local clients.

Solution:

Use keyword research tools like Google Keyword Planner or Ubersuggest to identify high-volume, location-specific keywords relevant to your services. For instance, if you’re a plumber in Maidstone, target phrases like ‘emergency plumber Maidstone’ or ‘boiler repair near me.’

Neglecting Local SEO

For trade and construction businesses, most clients are local. Ignoring local SEO means missing potential customers searching for services in your area.

Solution:

Claim and optimise your Google Business Profile with accurate Name, Address, and Phone (NAP) details.

Add location-specific keywords to your website content and meta descriptions.

Encourage satisfied clients to leave Google reviews—these significantly boost local rankings.

Sparse or Outdated Content

A website with little or outdated content signals to search engines that it is inactive or irrelevant. This can push your site down in rankings.

Solution:

Regularly update your site with fresh content such as blog posts, project showcases, or guides like ‘How to Choose the Right Builder for Your Home Extension.’ This not only improves SEO but also builds trust with potential clients.

Inconsistent Business Information

Inconsistent NAP (Name, Address, Phone number) details across directories can confuse search engines and hurt your rankings. For example, if your address differs between your website and online directories, Google may not trust the information.

Solution:

Put your business name into Google to bring up all online listings. This will include directories such as Google Business Profile, Checkatrade, Yelp, Houzz, Chamber of Commerce etc. Then audit them all to ensure consistent NAP details across platforms.

Poor Mobile Experience

With more people searching on their phones, a clunky mobile experience can drive users, and search engines, away.

Solution:

Review your website on a mobile to make sure it is mobile-friendly. Note any improvements you need your web designer to make to ensure that it looks good, and is easy to read and use on a phone.

There are online tools that will do this for you, but most of them return technical results and answers.

Low-Quality Backlinks

Backlinks from reputable sites boost your authority, but poor-quality links can do more harm than good.

Solution:

Focus on earning backlinks from credible sources such as local business directories or industry blogs. Avoid buying links or using spammy tactics.

Practical Examples for Trade Businesses

Electricians: Create a blog post titled ‘Top 5 Electrical Upgrades for Energy Efficiency in (Your town/city)’ to target local homeowners searching for energy-saving tips.

Builders: Add a dedicated page for each service area you cover (e.g., ‘House Extensions in Birmingham’), complete with testimonials and project photos.

Summary

SEO is essential for getting your trade or construction business noticed online. From targeting the right keywords to optimising for local searches and maintaining consistent business information, small adjustments can lead to significant improvements in search rankings.

Take Action

1.      Audit your website for these common mistakes.

2.      Optimise your Google Business Profile.

3.      Start creating valuable content tailored to your audience.

Need help? Get in touch with us to discuss how we can improve your website’s SEO strategy together!

Up Next: How to Build a Strong Brand Identity for Your Trade or Construction Business

In our next blog post, we’ll explore how creating a strong brand identity can set you apart from competitors and attract more clients. From designing a memorable logo to creating  a compelling brand story, we’ll cover everything you need to know about standing out in the construction industry.

Found This Useful?

I hope you've found this post on common SEO mistakes helpful. If you would like to discuss how to improve your website’s SEO performance, please  email me. You can also connect with me on LinkedIn. If you would like help developing a digital marketing strategy tailored to your construction business, feel free to reach out as well.

About the Author

John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.

In 2016, John transitioned into digital marketing as an it'seeze web design franchisee before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills to help construction companies create a strong online presence and drive growth through digital and traditional marketing strategies.