SEO for Construction SaaS: The Complete Guide to Rank & Grow in 2025

For construction SaaS companies, search engine optimization (SEO) is not just a marketing tactic - it’s a fundamental growth driver. In fact, nowadays, it’s a must-have if you want to be ahead of the competition in the Contech space. Many construction professionals, including project managers, engineers, general contractors, developers, and architects, turn to search engines like Google to find solutions for their construction projects. Whether they need project management software, bidding tools, or BIM collaboration platforms, their search for solutions often begins online.

With organic search driving over 50% of the global website traffic (BridghEdge), optimizing your site ensures that your construction SaaS is visible to the right audience at the right time. You want to make sure to be in front of their eyes when they start searching for a construction SaaS solution like yours. 

A well-executed SEO strategy helps generate high-quality leads, drives long-term traffic, and establishes your brand as an authority in the industry, contributing to your brand’s image. 

Why SEO Matters for Construction SaaS

Inevitably, a fair share of research for construction SaaS solutions happens online. Key decision makers at construction companies are searching for terms like “construction project management software” already have a need - you just need to make sure your website shows up in the top 5 results (better, in the top 3). 

Unlike paid advertising, which stops delivering results when the budget is depleted, SEO provides sustainable growth with compounding returns over time.

Additionally, ranking on the first page of Google builds credibility. Studies show that the top three search results receive over 50% of clicks, making it crucial for construction SaaS companies to invest in SEO. Since many competitors may not have fully optimized their websites, a well-structured SEO strategy can help you outrank them and become the go-to authority in the construction technology sector.

Construction SaaS SEO Ranking Factors

There are around a total of 200 ranking factors that Google uses to rank websites. Some of them have a higher importance than others, so we’ll concentrate on the top 8.

Quality Content

Quality content comes first as the most important SEO ranking factor, as Google strives to satisfy searchers’ intent by showing only high-quality, well-researched, and unique content on the first page. 

We don’t recommend cutting corners when it comes to creating content for your website - make it your number one priority. The articles you put out should be informative, interesting, useful, and, SEO-optimized, and not-plagiarised (unique). We’ll delve into how to make your content SEO-optimized a bit later in the article. 

Backlink Profile

Backlinks are just links from other websites on the web going to your domain (website). Google uses backlinks to understand how authoritative your website is - they say:

“For example, one of the factors used to determine quality is understanding if other prominent websites link or refer to the content. This is generally a good sign that the information is trustworthy.”

The more of the backlinks and domains you have pointing back to your website, the better. However, there is a very important point to keep in mind - more is not always better with backlinks. 

You want to make sure the links you are getting are relevant, not spammy, and ideally coming from websites in your industry. For instance, if your company provides construction estimating software, you’d want to get links from websites that have to do with construction or the AEC industry.

Technical SEO Website Health 

Technical SEO is about making sure that your website’s foundation is solid before optimizing it for the search engines. You’d want to make sure that your website is mobile-friendly, as Google now moved to mobile-first indexing. This means that Google will evaluate your website’s mobile version for ranking purposes, unlike before, when they looked at the desktop version. 

Additionally, you’d want to make sure your website is fast-loading and user-friendly (no text too small or too big, images are loading properly, navigation works smoothly, etc). 

We also recommend making sure that your website structure is not too complex so that Google crawlers have an easy time crawling and indexing your website. The best way to ensure that is to keep a flat site structure so that none of your pages are more than 4 clicks away from Google. 

Keyword Optimization

Keywords, or search queries that people type in Google’s search, are very important for a construction SaaS SEO. These phrases help Google understand what your website is about. According to Google themsevles:

“The most basic signal that information is relevant is when content contains the same keywords as your search query. For example, if those keywords appear in the headings or body text of a webpage, the information might be more relevant.”

For instance, if your company provides general contractors with a construction workforce solution, you’d want to use “construction workforce solutions” and its variations throughout your homepage. 

Check out how Access Group and Bridgit are capturing visitors who search for “construction workforce solution” in Google. Both websites have the phrase included in their title tag. 

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This way, you are informing Google about your offering, allowing it to consider your website for rankings for this particular keyword. We’ll talk about how to find the proper keywords for your construction SaaS business a bit later in the article.  

User Experience 

We’ve briefly touched on the UX in the technical SEO ranking factor part, but the user experience is much more than just a properly working website. The reason UX matters so much for SEO is because Google is trying to gauge how users interact with your website - do they like what they see? Do they engage with your content or do they bounce back?

The engagement signals can make or break your website’s SEO success. Even if you have amazing content that’s written by experts, it will not rank high unless your website is good enough for visitors to linger around and engage.

How do you make sure that people like interacting with your content?

There are many ways to do that, but some of the basics include fast loading speed, use of multimedia to break down blocks of content (think infographics, videos, images), clickable elements (FAQs that need to be clicked on to see the answer), etc.

Another great way to increase engagement on your website is to add useful content via CTAs on your pages. E-books, whitepapers, case studies - anything that can be useful or relevant for a reader that speaks to their pain points should be used on your website.

Check out how Bridgit is doing this with their best-performing blog posts - they host a piece of gated content in the middle of the blog post to provide additional value and increase chances of conversion.  

Social Signals

These days, SEO is much more than just working on your website - Google considers the whole of the web when it comes to your rankings. Social signals from popular social media networks pointing to your website add to credibility and coverage for your brand. 

A good rule of thumb is to always share the content you create on your website across the social media profile you have, including Facebook, Linkedin, Medium, X, and others. The more engagement, likes and reposts you will get, the wider your reach will be. 

Brand Signals

This one comes hand in hand with the social media signals as well, but is more general - it’s the perception of your brand across the whole web. The more people will talk about your brand, even if they do not directly link to it, the more authority you have in Google’s eyes.

That’s why it’s important to engage in UGC, forums, and Reddit and put your brand out there to be picked up by organic and AI search engines.

How to Do Keyword Research for Construction SaaS Business?

There are many ways to perform keyword research for your construction SaaS company. We will cover a handful of methods that require the least amount of time and yield the best results. 

Dive Into Your Buyer Persona

Every keyword research starts with diving deep into your key customer profile. If you want to show up for the queries that are typed in by your target audience, you need to know their pain points and what solutions they are looking for. 

A great starting point would be to listen to your sales calls and pay attention to what comes up as a recurring pain point your potential customers are trying to solve. Alternatively, talking to your current clientele about their business challenges should return the same result. 

For example, one of the common problems in the construction industry is construction delays. If your software happens to address this problem (let’s say, you are providing construction scheduling software), then the keyword “how to deal with construction site delays” is a perfect opportunity to capture people who are bothered by this problem. Below are examples of the blogs one could create to attract relevant visitors for this topic.

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Turn to SEO Tools

One of the best free research tools we use daily is Google Keyword Planner (GKP). GKP gives you the most accurate search volume, which can also be filtered geographically. You can either pull the search volume or get ideas for new keywords:

Here’s how the layout of Google Keyword Planner looks when you drop a keyword in there:

But GKP does not provide you with keyword difficulty, which is pretty important for understanding how hard you need to work to rank for a certain keyword. The keyword difficulty that you see in the screenshot above is not for the organic rankings, but for PPC (pay-per-click), There is a plethora of tools out there that will give you the keyword difficulty - the most popular are Ahrefs and Semrush. 

If your domain does not have a lot of authority in the space, your best bet is to go after keywords that are lower than 15 in difficulty. 

Consider Purchase Funnel

To optimize keyword targeting, your strategy should aim to hit the keywords in each stage of the purchase funnel - awareness, interest, desire, and action. You’d want to create specific pieces of content that will satisfy the customers’ needs at that moment.

Awareness

In the awareness stage of the purchase funnel, your target audience typically is not aware of the solutions they need yet. They are in the process of figuring that out. The way you can capture their attention at this moment is to create content that speaks to their pain points - something that we’ve covered earlier in this piece. Think of informational and educational content that is aimed at introducing your brand as an authority in the space. 

Interest 

In the interest stage of the funnel, your potential customers are already solution-aware. For example, they already know that to solve the potential construction rework, they need to find great construction management software. 

This is where your content strategy can call for a feature page that tells your potential customers how your construction management software can solve their problems. List all the benefits they can enjoy when using your solution and highlight which problems exactly you are solving for them.

Desire

At this stage of the purchase funnel, your target audience knows that they need a solution, now, they are just looking for the best option. That’s where you can stand out. 

One of the best ways to do that is to create middle-of-funnel content, such as Buyers Guide to X (insert your software). You’d want to create an exceptional article that will be genuinely useful for your potential customers and will help them make the right decision (a.k.a. Invest in your solution). In the buyer's guide, you might want to go over the features to look for in the X software and the best solutions on the market (make sure to list your solution first).

Action

This is the stage when your potential customers already have evaluated a good number of options and are now looking to alleviate their anxiety before making a final decision. This is where content such as “Your Solutions VS Competitor” and “Competitor Alternatives” work great. 

Your target audience will inevitably come across different solutions and your competitors - it’s best that they read about them in the article that you present to them - like that, you control the narrative of how you present your solution against that of competitors. 

Check out how Buildertrend presents their comparison pages:

Look At Competition

Competitor analysis is also valuable; by analyzing what keywords competing SaaS companies rank for, you can identify opportunities to create better, more targeted content. This is one of the easiest ways to generate ideas for your content - just pick and choose what you think can be relevant for your customer base.

Ahrefs and many other tools out there have a function of Content Gap analysis that shows you all the content that your competitors rank for and you don’t. This is typically where we go for ideas to steal that traffic from competitors. 

Content Strategy: Creating Industry-Focused Content

You’ve probably already grasped the idea that content lies at the heart of any great SEO strategy. Construction SaaS SEO strategy is not an exclusion. 

We briefly touched on the content that should be created in each stage of the purchase funnel in the previous section. In this section, we’d like to talk more about the importance of topical relevance and silos. 

How Does Google Determine Your Website’s Authority?

Aside from several factors we’ve discussed earlier, Google uses something called “topical authority” that determines whether your website can be considered trustworthy in a certain niche. 

This includes a collection of content that is covered on your website and how it relates to each other. For example, if Google sees that your website covers a lot of content related to “construction management software” and the related subtopics, such as “construction reporting”, and “construction estimating”, etc, they might conclude that your website has a certain level of authority in the construction management space. 

The more content you have related to these topics and the more in-depth and useful it is, the higher your website’s authority in Google’s eyes.

How to Structure Your Website’s Content Strategy?

With SEO in mind, you’d want to make sure to identify the main pillar pages that need to be created for your niche. This is done to build out a logical and hierarchical structure of the website to maximize your chances of ranking high for relevant topics. Let’s get into an example.

Let’s take Procore as an example - they are a construction management software that provides lots of functionalities. If we take a look at their website, we can see the pillar pages right away, they sit under their solutions:

What that does is signifies that Procore’s key competencies lie in these four areas - Preconstruction Software, Construction Project Execution Software, Construction Resource Management, and Construction Financial Management. 

You will also notice that under each of these pillar pages (silos) lie so-called cluster pages that fall directly under that functionality. In the ideal scenario, the cluster pages would link back to the pillar page and vice versa to create a proper website structure for crawlability. 

Supporting Content

Aside from structuring your BOFU (bottom of the funnel) content logically and hierarchically, you’d also want to create a supporting foundation of articles/blogs that link back to your cluster pages and sometimes, your pillar pages.

For instance, to drive traffic internally to one of their feature pages, like Bid Management, Procore could link to it from the blog about Bid Leveling. 

On-Page SEO Optimization For Construction SaaS

On-page SEO ensures that search engines can effectively understand and rank your content. Google crawlers pay attention to certain elements within your page to understand the content on it - namely title tags, headers, meta description, URL structure, and others. 

You’d want to make sure that you mention the main keyword and its variations throughout the mentioned elements. Keywords should be naturally incorporated throughout the content, and URLs should be short, descriptive, and keyword-rich, such as yourdomain.com/construction-software-features.

While meta description does not have a lot of influence on SEO ranking, it does affect CTR. That’s why you’d want to make sure it’s engaging enough for the target audience to want to click on your website when they see it in SERP.

Aside from keyword optimization, a big factor in on-page optimization is internal linking. A good rule of thumb is to include at least some internal links, where logically useful. It’s better to follow the silo structure we’ve talked about in the previous section - like that, you always know that you are interlinking two pieces of content that are under the same silo. This helps to provide more useful content for a user and also guides them towards the desired outcomes (usually, request a demo). 

Off-Page SEO: Building Authority with Backlinks For Construction SaaS

Backlinks were one of the top 8 ranking factors we’ve talked about in this guide. They help Google understand whether your website is a trustworthy source for information in a certain niche. For example, Procore has 2.8M backlinks coming from 9 thousand domains.

The main metric here is the number of domains relative to the number of backlinks. In the ideal world, you’d want a bigger number of domains, because 2 backlinks from the same domain are less valuable than two backlinks from two different domains. Think of the domains as the votes of confidence on the web - the more of these you get, the higher your reputation is. 

How to get these backlinks?

There are a ton of ways to acquire relevant backlinks for your construction SaaS website, but not all of them are great. There are a lot of spammy backlinks available for purchase on a low-quality unrelated website that does not bring any value (in the best case). Sometimes, they can also hurt your website’s authority - so we advise you to steer away from those.

The best way to acquire relevant industry backlinks is to create high-quality link magnets. These are pieces of content that either are unique, relevant, or useful in any way. For example, think of how-to guides, industry data reports, great infographics that can be shared, etc. When people write their content and do research in your area, they will inevitably link to your piece if they use some information from it. Make it easy for them to source your content. 

Another great way is to analyze what backlinks your competitors have and reach out to the sites that already are linking to them - chances are that they will be willing to do the same for you. Think of relevant directories - listing on Capterra, G2, and SoftwareAdvice helps boost reputation and organic search performance.

Engaging in online communities like Reddit (r/Construction) and Quora helps generate referral traffic and establishes brand awareness. Additionally, AI search engines pull a lot of information from user-generated content, so by engaging in these communities, you increase your chances of getting featured in the AI overview.  

Lastly, guest posting on relevant publications in the construction industry such as Construction Dive or Construction Digital can gain you great links and exposure. 

Technical SEO: Ensuring a Healthy, Crawlable Website

Technical SEO ensures search engines can crawl, index, and rank your site effectively. A well-structured site architecture with logical navigation helps search engines understand your pages and distribute ranking power effectively. 

Optimizing page speed by compressing images, leveraging caching, and using a content delivery network (CDN) enhances user experience and search rankings. An SSL certificate secures your site and builds trust, while canonical tags prevent duplicate content issues.

Google’s Core Web Vitals, such as Largest Contentful Paint (LCP) and First Input Delay (FID), are crucial ranking factors, making it essential to optimize loading speed and interactivity. Regular SEO audits with tools like Google Search Console and Screaming Frog help identify and fix indexing issues, ensuring continued search visibility.

Measuring Success & Continuous Improvement

SEO is an ongoing effort that requires continuous monitoring and adjustments. We always keep an eye on key performance indicators such as organic traffic growth, keyword rankings, and conversion rate to ensure that the strategy in place is still efficient. 

We also consider engagement metrics like bounce rates and session duration, as they provide insights into content effectiveness. Monitoring backlink profiles is another must to help measure domain authority and spot spammy backlinks.

Another maintenance action is regularly updating content with new insights to maintain rankings and user engagement. Lastly, staying informed about Google algorithm updates ensures that your SEO strategy remains effective and aligned with search engine best practices.

Conclusion: Construct Your SEO Success

SEO for construction SaaS is not a one-time task - it’s an ongoing investment that drives sustainable growth. By implementing a strong keyword strategy, creating valuable content, optimizing technical elements, and building authority through backlinks, your SaaS can dominate search rankings and attract high-quality leads.

If you’re looking for expert guidance, contact us for a tailored SEO strategy session. Let’s build your company’s online success - brick by brick, or rather, click by click.