Home Builders SEO

Unleashing the Power of SEO for Home Builders in Charlotte: A Step-by-Step Guide

Picture this: you are looking for a business to build your dream home for you. You can’t think of any off the top of your head, so you employ Google to help you find the right one. When you search for home builders near you in Charlotte, NC, though, nothing relevant comes up.

There may not be any home builders in the area, but it’s much more likely that the websites and articles posted by those businesses do not utilize the best SEO practices. Read on to learn how to prevent potential customers from missing out on your home-building expertise!

How can I Make my Home Builder’s Business Stand Out?

One of the best ways to get your brand’s name out there in the crowded Charlotte, NC, market is by utilizing search engine optimization SEO. Before understanding how to optimize content for search engines, it’s important to understand how search engines work and why certain pages are shown in the order they appear.

SEO Groundwork

When you search a given topic, millions of results are displayed. Those results aren’t randomly organized, either. There are a lot of things that influence the order. Some of them aren’t something you can control directly, like the user engagement on a page. However, there are things that you, as the owner of a page, can do to raise your ranking on search engine results pages to give your home builder business a better chance of standing out. Let’s cover a few so you can start building relationships with new customers on top of home building!

Start with Keyword Research

Before creating content, knowing what kind of searches your customers are making in relation to your business is paramount. People looking for home builders in the Charlotte, NC, area may search for something like “home builders near me” or “construction companies in Charlotte.” Identify what kind of topics you want to cover before you come up with the content. Then, identify some keywords that align with those topics.

An important thing to note about keywords is that quantity doesn’t always equal a better ranking. In fact, overstuffing your content with keywords often hurts it rather than helping it. The keywords need to be relevant and placed in context. Headers and titles are great places to put keywords, and maybe once or twice within the paragraph in question. Search engines are getting more sophisticated by the day and can usually recognize overstuffing.

The Importance of Quality Content Marketing

When it comes to putting pen to paper, or rather fingers to keyboard, the creation of the content is the bulk of where SEO comes into play. A lot goes into good SEO practices when making things like blog posts, website landing pages, or infographics.

Above all else, the quality of your content can impact your rankings the most. Not only do search engines’ algorithms scan content to determine its quality related to your query, but it can also affect other factors that determine your ranking. As previously mentioned, user engagement can affect rankings. If your content is hastily made, full of errors, and hard to read, people will naturally click off of it and find another page. Create content that you would want to look at if you were the consumer.


It all starts with formatting. There are a few rules of thumb to abide by when creating SEO content. Firstly, utilize headers and subheaders to organize your content. These are not only helpful for your consumers to find suitable information but also a great place to include a keyword. Keywords in headers are given more consideration than those found in body text. It’s a win-win.

On top of that, break up your content into digestible chunks. Contrary to what some believe, blank space on something like a blog post is good. It makes scrolling through it not as intimidating. Two thousand words in one continuous paragraph look a lot more daunting to read than 20 paragraphs. Additionally, six lines of text is typically the furthest you want to go without a line break.

Some other tips for formatting include:

  • Include bulleted lists where possible (like this one)
  • Hyperlink to certain sections of the content to make navigation easier
  • Link to sources for more in-depth information to avoid info-dumping

Quality Over Quantity

It’s a common misconception that longer-form content gains a higher ranking than shorter. While you won’t necessarily be punished for creating long-form content, you should never include info just to get to a word count. Ensure that the information you are including is relevant and helpful to the overall narrative.

Link Building

One benefit of creating useful, high-quality content is building links. If other web pages find your content useful, they will likely link their users to your page. Backlinks (linking “back” to your content) act as a sort of verification that your content is helpful. The website that links back to your page also affects how much weight is put into the use of the backlink. For example, a national news outlet linked to an article on your website is going to hold much more weight than the local Joe’s Hardware link to your page. It will take more of those links from Joe to equal the effect of one link from the news outlet, say The New York Times.

Sometimes, link building happens naturally when someone finds your content helpful and either wants others to read it or wants to give credit for the information you provided. Other times, reaching out with a proposition to include a link to your page can result in backlinks. It can be as simple as asking for an endorsement. It could also be a strategy to use when a link isn’t included or one that isn’t as thorough or relevant as yours is provided. It can be time-consuming, but it is nonetheless a great way to improve your rankings.

One final note about link building: make sure to include internal links within your own website as well. A good practice that has no cost to your business (much like these other practices) is linking your own pages within your website. If you have a page that is performing well, it can be a great opportunity to include a relevant link to a similar page that may not be performing as well. If the traffic is there, why not give them the opportunity to stay on your page for other info they may need?

Intermediate and Advanced SEO Practices

There are some things that you can do that are a little more advanced than inserting keywords and getting backlinks. They involve a little bit more technical knowledge and may require a little extra work, but the benefits of committing to these things can be the difference between earning a new customer’s trust and not.

Optimizing Your Website

This section is pretty broad, but optimizing your pages is a great addition to any SEO strategy. There are many ways to optimize your website. One example is updating old pages with new keywords, information, and images.

You can also speed up load times by compressing images and enabling browser caching, but those are a little too advanced. Let’s stick to what we’ve covered so far.

Title Tags and Meta Descriptions

Both of these can be found on the results page when your page is shown to a user. The title tag is what it sounds like, the “title” of the page, which is shown to describe what can be expected from that result. The meta description is shown beneath the title tag, and it gives a little bit more insight into the information on the page. Both of these things act as teasers on a results page for users, and you should treat them both as a way to hook a consumer into your page.

Both should also be concise yet informative. It is a fine line to walk. In a meta description, you have around 150 characters to work with before the search engine cuts you off. Title tags have far less.

Enlist a digital marketing company

If SEO interests your home-building business but doesn’t seem like something you could handle in-house, you could always enlist the help of a digital marketing company. Running a business is time-consuming and has many moving parts. Sometimes, outsourcing things like SEO is a great option.

Get Started with Blue Fin Digital

Local home-building companies can rest easy working with Blue Fin Digital. Our main concern is skyrocketing your business to the top.

Contact us about optimizing your content to reach those who need your services most.