Case Study: The National Online Search for Metal Homes

What’s the Goal, Here?

So, what exactly are we looking to accomplish?

Well, you know you want more customers contacting you for bids and quotes related to constructing new steel-built homes. And, you might already know that one of the best ways to get more online leads is to have a website with content that is relevant to the searches your potential customers might conduct online.

Here’s an example: let’s say you’re a steel building contractor that primarily works in the Dallas-Fort Worth area in Texas. Frankly, you don’t care about people who are looking for contractors in Seattle or Washington, DC. You really only care about people in the Dallas-Fort Worth area who meet the following criteria:

  1. They’re interested in steel homes
  2. They’re looking for a contractor in Dallas-Fort Worth
  3. They want a price for new construction

Our goal in conducting keyword research is to locate the highest-volume keywords that are searched most frequently by internet users who match the above-listed criteria.

Capital Steel Home

Start National, Think Local

To better understand what your online customers are looking for, let’s begin by having an at-a-glance look at the most popular keywords that we find related to steel-built homes in the United States.

For now, we’re looking at national trends, as these trends can be extrapolated to paint a picture of how any given state or metropolitan area customers might be performing their online searches.

As of the publishing of this article, the top 12 highest-volume keywords related to steel homes in the United States are:

  • Barndominium (16,388 monthly search volume)
  • Metal Building Homes (7,058)
  • Steel Building Homes (2,480)
  • Metal Homes (2,190)
  • Barndominium Floor Plans (1,799)
  • Barndominium Plans (1,388)
  • House Kits with Prices (1,316)
  • Metal Home Kits (1,103)
  • Steel Home Kits (771)
  • Barndominium Kits (758)
  • Metal House Kits (717)
  • Steel Frame Homes (651)
Capital Steel Metal Home

What this essentially means is that every month across the country, there are more than 16,388 Google searches that include the term ‘Barndominium’; 7,058 for ‘Metal Building Homes’, and so forth.

[Note: For the purposes of this article, we’re only including search results from Google, not Bing, Yahoo!, or other search engines.]

What this tells us is that, if we want Google to show potential customers a website related to steel home construction services, we should probably include at least a few of the keywords in this list as part of an overall content strategy.

Narrowing the Focus

Now that we’ve made some progress in better understanding national keyword volumes for steel homes, let’s see how much things change when we use a geographically binding qualifier in our keyword research.

Keeping with the Texas example, let’s use ‘Steel Homes Dallas’.

Using the keyword research tool at Moz.com, we find that the top few keywords related to ‘Steel Homes Dallas’ include:

  • Metal Buildings (17,642)
  • Metal Building Homes (7,058)
  • Mueller Buildings (2,311)
  • Kodiak Steel Homes (445)
  • Residential Steel Buildings (240)

Notice the two results bolded above: Mueller Buildings and Kodiak Steel Homes. Seeing these keyword results come in our list is incredibly important, because it gives our Dallas-area General Contractor a better idea about how his competition is faring.

Capital Steel Metal Office Building with Green Wainscot

Now, he can go visit Mueller Buildings’ and Kodiak Steel Homes’ websites to learn more about what they’re doing to get so much online market share. Then, the Dallas-area GC can start to implement a content strategy that will work to his advantage over time.

As you can see, keeping tabs on keyword research can go a long way in helping you to position your contracting company for success in an increasingly digital world.