I received this frantic email from one of my clients who owns a small home improvement company:
"I just Googled 'builders' and I was not on top!!! My company wasn't even there!!! What can we do??"
My response is as follows (company name and search terms are changed for client privacy):
You provide a lot of different services, mostly remodeling. If you search for building contractors [city and state], your website is on the top of Page 1 of Google, and your Google My Business listing is also in the #1 spot. If you search for remodeling [city and state] you're on page 2. If you search for [more search terms], you're on page 4. But you're not ranking for all of your keywords/search terms for the following reasons:
A website with separate pages for each service can rank for the services on each of those separate pages, but your website doesn't have separate service pages. A typical website without separate service pages will only rank for one, maybe two services, as well as one or possibly two locations. Search engines read website content, page titles, and page descriptions from left to right and top to bottom, and give priority to the first keyword they see, and second priority to the second word, and so on. By the time you get to the third or fourth word, if your competition is using your fourth word as their first word, they will rank above you for that word. For instance, "architectural design" is around the 10th word in your website description, and is in the middle of the first paragraph of your website. Any of your local competitors that have "architectural design" as their 1st to 9th word in their title, description, or first paragraph, will generally rank above you for that term (all other things being equal, of course, since there are many other variables that affect search engine ranking.)
Your website title is:
AAAA Building Contractors - Remodeling [city and state]
And your website description is:
AAAA Building Contractors provides Home Remodeling and Additions in [city and state] including Architectural Design & Structural Engineering
You rank for building contractors because that's the 2nd and 3rd word in both the title and description. Remodeling is the first keyword after the company name in the title, so you're ranking for that. But it will be difficult for you to rank for Additions, Architectural Design, or Structural Engineering because those terms are at the end of the description. But it's not that simple... If 20 of your competitors decide that they want to rank for building contractors in your target city, then you can lose your page 1 ranking, especially if those companies have more pages on their website and a more active online presence than you do (through online marketing and social media). And the next time Google updates its search algorithm, you could also lose your page 1 ranking. This last reason is why occasionally tweaking those seo terms on your website is so important, as it can help maintain and/or improve your search engine ranking, and an SEO company can also do things to address those Google Search algorithm updates.
So even if I do everything right with your keywords, title, description, tags, etc., external influences like your competition and search engine algorithm updates can knock you out of your spot, as can lack of ongoing marketing, lack of social media presence, and "stagnation" (no website updates).
If you want to rank specifically for "builders", I can target "builders" as your main keyword. But then you'll drop in search rankings for "remodeling" and/or "building contractors" if I move "builders" to the front of the line. UNLESS you have separate pages for each service that you want to rank for. But adding pages to your website costs money; however, the more pages your website has, the better it can rank in Google.
Another thing that's holding you back is lack of social media presence. You have a company Facebook page with no current content. You should be making at least 2 posts per week on your company Facebook page. Search engines can index the posts and may rank your website higher as a result."
Once my client understood how this works, he provided me a list of his most important services, and I added a couple of pages on his website for those specific services. I also started handling his Facebook posts. Sure enough, within a few months he was ranking on Page 1 of Google for most of his important services, and the calls finally started coming in!