An Example of How Contractor SEO Works
Let’s jump right into why SEO for contractors is so important. Imagine you’re a real estate investor taking advantage of the lively market in Madison County, TN to flip a house. Here are the search results for the term “general contractor near me” for that area:
These are some of the immediate, localized search results available on page one of Google, available as a map and as individual search results.
The results also include sponsored ads as well as the “People also ask” feature, which lists other questions that people ask Google related to this query, such as “What do most general contractors charge per hour?”
Consider who would search for this. It might be a real estate investor, but it also might be a homeowner looking for remodeling services. They’re probably researching which companies can provide the services they need, how highly they’re rated, and how much it will cost.
Google recognizes that each searcher is different, so they try to offer a resource that best matches who the searcher is, what they need, and their intent.
Let’s explore how evidence-based SEO services for contractors can bring valuable traffic to your website.
Why SEO for Contractors?
Short answer: It works, and the results prove it. Contractors of all stripes can generate more calls, sales, and revenue when they embrace organic search, including:
- General contractors
- Remodelers
- Restoration companies
- Electricians
- Plumbers
- Window and door installers
- Flooring installers
- And many more
The local phone book is dead; people increasingly use search engines to solve their problems and find local businesses that provide those solutions. SEO helps you stand out from your competition and guides people to you first when they need your services.
SEO Strategies for Contractor Companies
SEO for contractors uses multiple tactics and strategies to succeed. No matter what type of service you provide, let’s get into the most important SEO tips for your business.
Using Search Empathy to Understand Your Customers
The first step to SEO success is to identify the problem your services solve. From there, you can educate your customers on why they should call you instead of attempting a DIY fix they found on YouTube.
At Avalanche Creative, we always tell our clients to focus on their customers first. One of the best ways to succeed in digital marketing is to understand and care about your customers more than your competitors do. Here are some ways to do that:
- Provide answers to common questions: Including an FAQ on your website or other ways for people to troubleshoot their problems can go a long way in helping your customers see you as credible.
- Offer multiple ways to find information: Some people prefer written content, and others prefer videos, photos, or even live chat.
- Develop your content strategy around customer needs: This might involve surveying your past customers or exploring what led them to choose your contractor services.
- Update your website regularly: Nobody wants to find information from six years ago on your website. Adding new and relevant information about remodeling, restoration, or other contracting services to your website allows your customers to learn more about you and shows them that you are concerned about their needs.
Implementing On-Page, Off-Page, & Technical SEO
Most SEO tactics fall into three distinct but equally vital categories: on-page SEO, off-page SEO, and technical SEO.
- On-page SEO: This is the content of your website pages. This may include adding relevant keywords to the copy on your pages, page titles, headings, meta descriptions, and other signals that tell Google what’s on your site.
- Off-page SEO: This focuses on what you do outside of your website to help build credibility in search engine results pages and increase your site’s rankings. Common methods include building backlinks, increasing engagement on social media platforms, and encouraging positive reviews on third-party websites.
- Technical SEO: This occurs on the back end of your website. Strategies include using an SEO-friendly website structure, improving site security, and making sure your pages are accessible to users and search engines.
Creating Meta Titles and Descriptions
Meta titles are the titles that appear on individual pages or posts on your website in search results. They are considered a type of HTML attribute when you’re publishing a page. Adding your target keywords in a natural, appropriate way to your meta titles can improve not only how search engines view your pages but also how people interact with them when they show up as a search result.
Similarly, meta descriptions, also called page descriptions, are another HTML attribute that provides a summary of a page or post’s content. These can be optimized for the search engine results page (SERP), but Google often manipulates them for certain search terms.
Optimizing Page Load & Mobile Compatibility
Most likely, your customer is using their phone or tablet to look up contractor services near them. Google prioritizes mobile-first indexing, which makes it easier for people to find you if your site is mobile-optimized. Create a solid user experience by implementing a technical SEO strategy, which will make sure pages load quickly, links aren’t broken, and your website is accessible to both desktop and mobile users.
Designing a Usable Website
If visitors find your website frustrating to read or navigate, they’re likely to look for another contractor with a better site. This not only means you lose out on a potential lead but also can lower your ranking on the SERP after Google sees how little time people spend on your website.
Research shows that users often leave websites in as little as 10 seconds, and the average site visit is less than a minute. This means you have 60 seconds maximum to capture the attention of potential customers. Some ways to do this include:
- Easier navigation: Make all important links or buttons easy to find with a clear navigation menu.
- Click-to-call links: If someone is on your website because they’re looking for urgent services like electrical or plumbing repairs, this allows them to click a link on your page and call your business immediately.
- Internal links: When you publish a new page, adding links to and from your other site pages can make it easier for users to navigate your site.
Conducting Keyword Research
SEO starts with keyword research. Reliable keyword research tools help you find more relevant keywords and phrases that your customers will use to search. You can also use keyword research to generate ideas for different topics and subtopics relating to your contracting services since most SEO tools will show the questions people are asking Google right now.
Writing Content
You might think that written content is for industries like healthcare or beauty. The truth is, it’s for every industry because content is meant to provide value to the reader. Your content can answer questions from keywords like “What is the difference between a general contractor and a contractor?” or “What not to say to a general contractor?” If your content can answer questions and showcase how you can solve a problem for the searcher, you can turn searches into actionable leads.
Building Links
Link building is the process of building relationships with other legitimate websites, including blogs and online directories, so they will provide links back to your site. The process can take time, but for some businesses, it can make a huge difference in how your pages rank on the SERP.
Utilizing Social Media
Social media can be a valuable addition to your SEO toolkit—yes, even for contractors, electricians, and plumbers! Posting regularly and including links to your website in your company’s social media profiles can help drive traffic to your website. It also creates backlinks that search engines will recognize as legitimate.
As with content marketing and on-page SEO, it’s important to note that everything you post should provide value to your customers and encourage them to engage with your business.
Targeting Local SEO
Your customers are determined by their geographic location, so you need an effective local SEO strategy. This will include researching search terms in your state, region, city, or neighborhood. You’ll be surprised by what people are searching for in your area.
At Avalanche, we often recommend building service pages for each location you serve that comes up in your SEO research to capture those search terms.
Frequently Asked Questions
How Long Does SEO for Contractors Take?
SEO generally takes three to six months to start seeing results, but once those results start coming, they keep coming. Our clients who trust the process enjoy consistent, significant growth.
