The ultimate guide to using keywords for SEO and social media growth

Keywords act as the bridge between your content and your audience. Whether you’re optimising for search engines (SEO) or creating compelling social media content, the strategic use of keywords can significantly enhance your visibility and engagement. In this blog, we’ll explore how to maximise the power of keywords across SEO and social media to elevate your online presence.

What are keywords and why do they matter in the construction industry?

Keywords are the specific words and phrases that users type into search engines or social media platforms to find services, products, or solutions. Think of them as the link between what your audience is searching for and what your business offers.

In the construction industry, keywords play a critical role in driving visibility and credibility. For SEO, they help your website rank higher on search engine results pages (SERPs), making it easier for clients and customers to find your services or products. For social media, keywords in captions and profile descriptions improve your discoverability, helping you connect with prospects looking for knowledge, expertise, or industry trends and creating shareable content.

SEO works by boosting organic traffic to your website through search engines, and on social media, it can enhance your brand’s visibility by showing your posts in search results and recommended content. The real power comes when these two strategies work together seamlessly.

Using keywords for SEO and social media success

Conduct thorough keyword research
Begin identifying high-volume, high, medium and low competition keywords relevant to your niche. Focus on a mix of short-tail and long-tail keywords.

Optimise your content
Naturally integrate keywords throughout your copy across your website and social media platforms by writing concise descriptions and avoiding keyword stuffing.

Leverage keywords in visual content
Images, videos, and infographics should also be keyword-optimised and try to add alt text with relevant keywords for accessibility and SEO benefits.

Track performance
Use analytics tools to monitor your rankings for specific keywords and adjust your strategy based on what drives traffic.

Using keywords on social media

1. Craft keyword-rich captions
   Write engaging captions that include your keywords, thinking about the language your audience may use to search for you.
2. Bio and profile descriptions
   Optimise your profile by adding relevant keywords to your bio or description. This improves your chances of appearing in search results within the platform and on Google.
3. Alt text for social media images
   Most social platforms allow you to add alt text to images. Incorporate your keywords here for better accessibility and visibility in search engines.
4. Hashtag optimisation
   Whilst most social platforms seem to be pulling away from using hashtags, we advise to keep using them until a definite change has been made. Hashtags can be a great way to categorise your content and incorporate your keywords as some audiences still use them for direct searches, but it’s important to adjust your strategy on each platform to cater to their different audiences.

Keyword integration best practices

Stay natural: use keywords in a way that feels natural, not forced.

Keep it fresh: keywords change over time, so stay on top of trends and adjust to shifts in audience behaviour.

Don’t overdo it: whether for SEO or social media, avoid keyword stuffing. Excessive use can negatively impact rankings and engagement.

Using keywords effectively is crucial for enhancing your visibility on search engines and social media. By aligning your keyword strategy across both channels, you can increase website traffic, boost brand awareness, and foster deeper engagement with your audience. Begin with comprehensive research, apply keywords strategically, and regularly adjust your approach based on performance insights. When done correctly, keywords can unlock the full power of your digital marketing efforts.