SEO case study for the home building industry (including concrete recommendations)

Search engine optimization (SEO) can be difficult and time-consuming if you don’t know what to do and where to start.

For this reason, we’re going to regularly perform SEO case studies for different industries. We show you what we would do to improve the website’s rankings on Google using only white-hat methods that are approved by Google.

The analyzed website

For this example, we have chosen ArthurRutenbergHomes.com. This is a building company franchise system. We have no affiliation with this company. It is a random example to show you how to optimize a website for high rankings.

website preview

Step 1: Which keywords could be used by the website?

The keyword suggestion tool in SEOprofiler proposes hundreds of valuable keywords, amongst others:

KeywordLocal searchesCompetitionEstimated bid
custom built homes5,40047$$2.47
florida homes for sale6,60025%$1.01
home building contractors59060%$4.15
american building company21015%$1.80
construction building company2041%$0.00

These are informational keywords that are directly targeted at the potential customers of ArthurRutenbergHomes.com. The website isn’t ranked for these keywords yet.

Step 2: How to create content for these keywords

It’s worth creating content pages and landing pages so that Google can rank the website for the keywords above. The Top 10 Optimizer tool in SEOprofiler helps you to create web pages that are perfectly tailored to given keywords.

To optimize pages for these keywords, you have to enter the URL of the page that you want to optimize. Then you enter the keyword for which you want to get high rankings and you select the country. The Top 10 Optimizer then shows you how to change the pages so that they can get high rankings.

Top 10 Optimizer

Modern search engines focus on topics, not on single keywords. For that reason, it makes sense to optimize different pages for different keywords that are all related to the same topic (custom built homes, home building contractors, etc.). The Top 10 Optimizer in SEOprofiler helps you to do that.

Step 3: Technical website audit

For this example, SEOprofiler’s website audit tool checked some pages on the website and found 364 pages that contain broken links.

website audit overview

The audit tool also found 21 pages that use the same title (not good), image problems and a lot of other things.

In total, the website audit tool found 385 errors, 304 warnings (including many duplicate content issues) and 1,972 smaller things on the pages of the website. If those issues were resolved, the website’s rankings would surely improve.

There are some slow pages on the site:

slow web pages

The website audit tool also found some security issues on the arthurrutenberghomes.com. For obvious reasons, we do not list them here.

This analysis was only for a small sample of the pages. It’s very likely that the website audit tool will find more issues when it checks all of the pages.

Step 4: Identifying the competitors

When you enter the keywords above in Google, you will find that some of the competitors are:

  • waynehomes.com
  • icihomes.com
  • cogdillbuildersflorida.com
  • buildersfenceco.com
  • abcva.org
  • mossbuildinganddesign.com
  • newhomesource.com
  • nahb.org
  • etc.

Even if some of the websites aren’t direct competitors (nahb.org), they all compete with ArthurRutenbergHomes.com in the search results of Google.

Knowing the websites that currently have high rankings for your keywords can help you to improve the rankings for your own site. In this example, the owners of ArthurRutenbergHomes.com could use the competitor URLs in the following tasks.

Step 5: improving the backlinks of the website

Backlinks are one the top ranking factors for Google. Fortunately, SEOprofiler offers multiple link building tools that help you to obtain backlinks from reputable websites.

Using the Top 5 Link Finder tool in SEOprofiler with the competitor URLs mentioned above, we find 405 websites that have links to at least two of the competitor websites. They would probably link to our case study website as well.

Top 5 Link Finder

We used SEOprofiler’s Link Opportunity Finder tool with different keywords and within a few minutes, we could find 16 excellent web directories, magazine websites and industry directories that are directly related to the website’s keywords.

SEOprofiler offers even more link building tools, the Link Manager, the Domain Finder, the Starter Backlinks, the Local Hubs and the Weekly Link Opportunities so that this week’s company could get even more backlinks to their website.

Another very powerful tool is the Link Profiler. Checking ArthurRutenbergHomes.com with the link disinfection tool in the Link Profiler shows that there are 12 links that could be interpreted as harmful links. However, it is normal that a website has some bad links so that website owner does not have to act here.

The Link Profiler tool also shows that many different websites link to ArthurRutenbergHomes.com. The links that point to the website do not contain some of the keywords for which the website should be ranked. Nearly all of them contain the company name, which usually does not help for search engine optimization.

link analysis anchor texts

Changing the texts of the existing links might already improve the rankings of ArthurRutenbergHomes.com.

Step 6: Get more keyword suggestions and advertising opportunities

By entering the domain names of competing websites in the Ranking Profiler, the company can find many more keywords that could be used for search engine optimization and paid search marketing:

Some Ranking Profiler keywords

Strictly speaking, paying for advertising is not part of search engine optimization. It’s noteworthy, however, that SEOprofiler’s AdWords Profiler found ads and keywords that ArthurRutenbergHomes.com could consider:

AdWords Profiler overview

It’s possible to get high rankings if you do everything step-by-step

It’s not easy to get top 10 rankings on Google but it’s also not difficult if you use the right SEO tool. The steps above show you how to optimize a site so that it gets better rankings on Google.

There are many more tools in SEOprofiler

This case study hasn’t even listed all tools that are available in SEOprofiler. For example, you also get a powerful Ranking Monitor and a reliable Uptime Monitor. Create a free trial account now or get the full version and save 99%.

Try SEOprofiler risk-free!

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Johannes Selbach

Johannes Selbach is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at “http://blog.seoprofiler.com”.

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