We teach you how to optimise your plant hire website for Google.
In our second video of our three-part series on optimising your plant hire company website, we discuss how to get your website found in Google. It is important when promoting your website to know basic search engine optimisation (SEO). In this video, we teach you all about:
- Contact Pages and Google Places.
- What the Google 'bots' need to see on your site.
- Content Management Systems; and
- Technical Matters.
To see part one of this series: How-to guide to build a great plant hire company website, click here.
If you'd like to register your plant hire company on iSeekplant, click here
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Part 2: Getting your plant hire Website to be found in Google
<Sally on Camera> This is the second video in a three part series on how to structure your website as a plant hire company. The first looked at what content you need on your site to impress your customers, now we are going to talk about the things that need to be present to ensure that the Google Bots read your site. This video takes a deeper look on some basic ‘search engine’ optimisation techniques you can use to get your site to be first indexed by Google, then get it to rank higher than your competitors.
<Title Slide> URLs
<Sally on Camera> Google reads your website from the top down, the way a human would, and decides the people put the most ‘important’ content at the top, usually. Makes sense. So when it reads your site, it reads your URL first and say that that is the strongest indicator of what the page is about. So, in the first video we talked about creating a list of keywords that you would like to rank in Google for. If these keywords appear in the URL for a page, for example – this means it will likely get boosted to the top of the Google results as being highly relevant for that keyword.
We are going to use the example of XYZ Plant Hire Company based in Perth, but they service Karratha, the Pilbara, Newman and Kalgoorlie.
<Sally on whiteboard> So, say you have a page of the excavators in your fleet on your site, and that page contains clickable links to a single page about each excavator. Then the URL fo that page should be:
Then, once they click on a 20 tonne Caterpillar excavator, the URL should be
That means, anyone searching for an excavator to hire in one of your stated locations on your contact page with a general term, such as ‘excavator hire’ – this page will likely score very highly and Google will match your website to this search.
Get your developer or technical manager to change your URLs for you – but first you specify the hierarchy you want and the keywords you want to include. The better labelled your URLs are, the easier they are to search.
<Title Slide> Contact Page and Google Places
<Sally to Camera> Google reads your contact page and decides where you a located based on it. But it doesn’t necessarily believe you. So, with every location your company boasts, you need to register a Google Place.
You do this by going to https://www.google.com/business/
Here you register your address and Google sends you out a ‘pin code’ to that address that you must retrieve then enter to officially register your Google place. This finally tells Google that your business addresses are legit. So until you do that, it won’t necessarily take your word for it.
After you register a Google place for your official business address, then you need to make clear on your contact page, your ‘work radius’ or the area within which you are willing to work. This includes locations you are willing to mobilise to and a clear statement of if you charge or don’t charge mobilisation fees. Plant hire is so competitive now that project managers are looking for plant hire companies that are local to their projects, to save on costs. So, if you have cheap mobilisation or no-mobilisation costs, depending on tender, or this area of your business is a flexible cost – then make this clear here so that a project manager is inspired to call you to discuss.
Whatever cities, suburbs and Google places exist on your contact page, are the geographical locations in Australia that Google will score you most highly for – so make sure this page is a comprehensive resource about where you are located and what areas you service.
<Title Slide> What the Google ‘bots’ need to see on your site.
<Sally on Camera> Now, you have to consider what the bots need to see on your site. To start this process, you need to write a list of the keywords people might type into Google in order to find your business.
If you were a plant hire company based in Newcastle, and you service everywhere from Woolongong to Port Macquarie, with your fleet of excavators, dozers and graders, then example keywords would be: Excavator hires Foster, Grader hires Newcastle, dozer hire Sydney and so on, and all the possible combinations. So, in order for Google to match your website with a search being run for machines such as ‘excavator hire foster’ – the terms excavator hire, and foster, need to be highly prevalent on your site, and ideally together.
So, once you create a list of keywords, you need to make sure that these words are all over your site with great regularity.
So every time you write ‘excavator’ on your catalogue of machines, for example, instead, write ‘Excavator for hire’ – which tells google that you are all about ‘excavator hire’.
Then, on your homepage, create a paragraph of very rich keyword content, in prose, that indicates to Google straight up what you are about.
It might sound like this: “We specialise in earthmoving and civil contracting across Foster, Newcastle, Sydney, Wollongong, Maitland, Dubbo and supply excavators for hire, graders for hire and dozers for hire in a range of sizes”.
<Slide with Bullets + Voiceover>
- Create a list of keywords – every possible search someone could run in Google to find your site.
- Remember Google can’t read images: describe everything on your site in words full of keywords
- Add a paragraph of keyword-rich copy on your homepage
- Add in the term ‘hire’ next to every machine reference
- Make sure your best content is linked to the menu at the top of the page
<Title Slide> Content Management Systems
<Sally on Camera> Whatever you do, don’t let a web developer trick you into building a site you can’t edit yourself. There are plenty of easy and cheap ways to give you the tools to edit your website yourself. If you are building a website – INSIST on using a content-management-system, which gives you a login to a tool allowing you to update, add and change the text, images and other content on your site. You can add the page, remove things. Google scores sites that are regularly updated much higher than ones that are stagnant. This CRM system will also allow you to update your news and blog site. This is essential for your ongoing SEO strategy so put your foot down and ensure a CRM is built underneath your site.
<Title Slide> Technical Matters
<Sally on Camera> next we talk briefly about the technical matters you need to instruct your web development company to do. You don’t need to know what this means or what to do, all you need to do is ask them to do it for you. So when you have a site or are building a few one, simply send them this laundry list and have them give back to you.
<Slide with bullets and voiceover> Technical Matters
- Upload Robot.txt file
- Set up Google Analytics for the website and submit a Sitemap
- Ensure the H1 and H2 headings for every page are different
- Ensure that you have implemented a URL hierarchy as indicated above
- Ensure that your site has a basic ‘content management system’ or CRM has a ‘blog installed’ that you can edit yourself.
- Ensure each page is linked to your Social Media accounts
- Make sure that you don’t have broken links or URLs that produce no content
<Sally to Camera> This concludes our first tutorial video on how to structure your website for people and Google. In the next video, I’ll talk about how to get your plant hire website to be found in Google, including quick techniques that will instantly boost your rankings.
If you want help promoting your plant hire business online, then you need to be listed on iSeekplant. We have the knowledge and expertise to promote your business online, to the hundreds of thousands of procurement managers, project engineers and supervisors of mining and civil projects that are searching for machines online every day. In fact, thousands search our site each day looking for machines – you need to be there to be found.
To list on iSeekplant is free – so please visit www.iseekplant.com.au and click ‘List my Business’.