How to Master SEO for Contractors in Simple Way

As a contractor, you aim to secure a consistent flow of customers for your business.

What’s a reliable way to ensure your services are the first thing potential clients see?

Make sure they can find you online through search engine optimization (SEO) .

When someone in your local area searches for services like yours, you want your website at the top of the results. Specifically, you want to appear in the local pack (also known as the map pack):

In this guide, you’ll discover everything about SEO for contractors , including:

• How SEO can help you generate more leads
• Ways to measure your success
• Reasons you might consider hiring an expert

Let’s dive in.

Why Contractors Need SEO

When done correctly, SEO increases your contracting business’s online visibility. Boosting your online presence enhances brand awareness and attracts more customers. More importantly, it drives hundreds of phone calls and form submissions each month.

How Does SEO for Contractors Work?

When people search for products or services, they often type a keyword or phrase into search engines like Google. In fact, 72% of consumers use this method to find information about local businesses.

For instance, someone might search for “kitchen remodelers in Los Angeles.”

The businesses that rank on the first page of Google for that keyword are excelling at their contractor SEO .

But how does a business achieve a top ranking?

There are numerous ranking factors, including:

• The quality of your pages and content
• The number of high-quality pages linking to yours
• How fast your website loads and its responsiveness
• Your website’s structure and security
• The overall user experience

Google considers these factors (and more) when ranking results.

By following SEO best practices , you can optimize your site for these elements, improving its performance.

Guide to Contractor SEO

There are countless optimizations you can implement as part of your overall strategy.

However, for contractors, these are the most critical.

Optimize Your Local Profiles

For contractors, local SEO is where you should focus much of your effort.

After all, your goal is to capture the attention of potential customers in your service area.

Building out your online profiles is a key component of local SEO .

Create a Google Business Profile

To boost your visibility to local searchers, create (or claim) a Google Business Profile (GBP). GBP is a free tool that lists your business name, address, and phone number (known as “NAP”) on Google. It also includes additional details like your operating hours and allows you to post updates. It enables customers to leave reviews about your services.

Your overall review rating will appear on your GBP listing, and Google uses review count and rating to rank local search results. Therefore, maintaining a positive presence through your GBP can enhance your visibility in relevant searches.

List Your Business in Local Directories

Strengthen your online presence further by listing your business in directories beyond your GBP. Platforms like Yelp, Yellow Pages, Bing Places, and Angi are excellent starting points.

These free directories help you reach individuals who aren’t using Google Search to find your site.

Get More Reviews for Your Services

Positive reviews make it easier for your target audience to trust you.

They can also signal trustworthiness to search engine algorithms.

Here are a few tips to gather more reviews:

• After completing a job, show your client a scannable QR code that links to your Google review page
• Include a link to your Google review page on your invoice
• Send an email or text thanking your clients for hiring you and ask them to leave a review

Keep Your NAP Information Consistent

Your business likely has NAP citations scattered across various platforms.

Your name, address, and phone number appear on your website, your GBP, and every directory where you’re listed.

Google looks for consistency to display accurate information in search results.

Even minor inconsistencies (like using “ave” instead of “avenue” in your address) can harm your rankings.

Additionally, you want potential customers to be able to contact you. If your listings show the wrong phone number, they won’t be able to reach you.

Some directories may not even list your NAP at all.

Tools like “Semrush” can simplify managing this crucial aspect of contractor SEO.

Conduct Targeted Keyword Research

Incorporating keywords—the terms your potential customers type into Google—into your content can boost your chances of ranking for those phrases.

However, simply cramming keywords into your content won’t work.

Keyword stuffing violates Google’s spam policies, and doing so can severely harm your rankings.

Instead, focus on weaving effective keywords naturally into your content .
Here’s how:

Understand Keywords and Intent Types

Different keywords are driven by varying motivations, known as “search intent.”

The four primary types of search intent include:

• Navigational: When someone searches for a specific brand or website (“TR Construction”).
• Informational: When someone seeks information about a topic (“what is a general contractor?”).
• Commercial: When someone considers buying a product or service (“best general contractors in New York”).
• Transactional: When someone is ready to contact a business for a specific purpose (“bathroom remodeler near me”).

As a contractor offering services, you’ll typically want to focus on commercial and transactional keywords. These are the terms people use when they’re ready—or nearly ready—to make a purchase.

Integrate these keywords across various sections of your site.

Utilize Keyword Research Tools

Numerous tools exist to help identify keywords. (Backlinko even offers its own free keyword generator.)

Popular options include Google Keyword Planner and Semrush’s Keyword Magic Tool.

These tools provide valuable metrics for each keyword, helping you prioritize the ones most likely to deliver strong results for your business.

Key metrics include:

• Search volume (how many people search for that term monthly).
• Keyword difficulty (how challenging it will be to rank for that keyword).
• Search intent (the reasoning behind the user’s query).

With tools like Semrush, you can input your domain name to receive personalized insights, such as potential traffic if you rank for a term and how difficult it will be for your site to achieve that ranking. Keyword research tools simplify the process, eliminating guesswork and enabling data-driven decisions.

Develop a High-Quality, Optimized Contractor Website

Getting your webpage to appear in search results is one thing; encouraging visitors to explore your site and contact you is another.

You want to leave a positive impression on visitors by making it easy for them to find the information they need or learn something valuable.

This increases the likelihood they’ll think of you when they’re ready to hire a contractor.

Craft a Compelling Headline

Your headline should highlight your unique selling proposition.

Write something that distinguishes you from other contractors, helping potential clients understand why they should choose you for their projects.

Ask yourself: What makes your company stand out?

Is it years of experience? Exceptional customer service? Competitive pricing?

Whatever it is, make it clear on your homepage.

Implement On-Page SEO

On-page SEO involves enhancing the content on individual webpages to improve their rankings in search results.

Optimize key elements such as:

• Keyword placement: Include keywords in title tags, meta descriptions, header tags, and throughout your pages naturally.
• Meta tags: Write concise, descriptive title tags and meta descriptions to inform users and search engines about your page’s content.
• URL: Use descriptive URLs that incorporate relevant keywords.
• Page structure: Organize your content with headings, subheadings, and bullet points.

Create separate pages for each service you offer. This allows you to optimize pages for specific services rather than trying to rank a single broad page for multiple terms.

Enhance Speed Optimization

The slower your pages load, the more likely users are to leave—or “bounce.”

Slower page load speeds lead to higher bounce rates.

Use free tools like PageSpeed Insights to test your site’s speed.

Large image files, poorly optimized code, and slow server response times can hinder your site’s performance.

Incorporate Internal Links

Linking your webpages internally makes it easier for search engines to crawl and index your site.
Start by linking to critical pages, such as your “Contact Us” page, from your homepage.

Showcase Social Proof

Social proof demonstrates to potential customers why they should trust your contracting business.

This could include customer testimonials, trust badges, or awards you’ve received.

Such elements show that others have used your services and were satisfied.

Develop High-Quality Content

A significant part of optimizing your website involves creating high-quality content for your audience while incorporating the search terms they use.

Here’s how to achieve this:

Research Your Target Topic

One quick way to generate content ideas is by basing them on your target keywords.

For instance, if you aim to rank for the keyword “kitchen remodeling,” you could write blog posts like “How to Prepare for a Kitchen Remodeling” or “10 Common Kitchen Remodeling Mistakes.”

In the example below, Kitchen Cabinet Guys likely want to rank for “Kitchen Cabinet Refacing Providers in Chicago.”

As a result, their website features a blog post that naturally incorporates the keyword:

Kitchen Cabinet Guys – Blog post incorporates the keyword

Tools like Semrush’s Topic Research can also assist in generating content ideas.

Simply enter a topic into the text field and click “Get content ideas” to begin.

For example, entering “kitchen remodeling” provides numerous content ideas, along with search volumes, difficulty scores, related questions, and more:

Topic Research – Kitchen remodeling – Details

Analyze Your Competitors

Create a list of your competitors and examine their content strategies.

Ask yourself these questions:

• What types of content do they publish?
• Which topics receive significant engagement?
• Is there anything they’re doing that you can improve upon?
• Are there gaps in their strategy that you can capitalize on?

Carefully studying your competitors’ approaches can help shape your own content strategy .

Further reading: How to Conduct an SEO Competitor Analysis

Create a Content Calendar

Once you’ve compiled a list of content ideas, organize them and plan where and when you’ll publish them.

You can use a simple spreadsheet for this purpose, such as our free content calendar template :

Content Calendar Template

Alternatively, tools like CoSchedule, Buffer, or Semrush Social are excellent options:

Semrush – Social Calendar

These tools are particularly useful if you collaborate with others to create content or plan to distribute it across multiple social media channels.

Utilize These Content Ideas for Contractors

Here are some ideas to help you start creating content for your contractor website:

Success Stories

Share projects you’re proud of and that delighted your clients. Use a before-and-after format or craft case studies.

The goal is to showcase the quality of your work and the satisfaction you deliver to clients.

Kitchen Design Solutions – Case studies

DIY Guides

DIY guides can be incredibly helpful for your audience. They also demonstrate your expertise.

Examples of DIY post ideas include:

• How to choose a flooring material for your kitchen
• How to plan a kitchen remodel
• How to child-proof your living room

Expert Recommendations

People seek advice from experts.

As an experienced contractor, you can guide readers on confidently selecting a service provider—like you.

Step 5: Leverage Link Building to Boost Your Website’s Authority

Link building, a critical component of off-page SEO, involves acquiring backlinks from other websites to yours.
These backlinks signal to search engines like Google that your website is trustworthy, improving your rankings and increasing visibility.

Here’s how you can incorporate link building into your contractor SEO strategy:

Focus on Your Local Audience

People searching for contractors typically look within their local area.
They may also read local blogs and news publications from their city or town.

For example, this article published by San Diego’s 10 News features expert advice from Murray Lampert, a home remodeling firm owner in the city:

San Diego’s 10News – Published article – Home renovations

Such media features can serve as excellent sources of quality backlinks.

Publish Shareable Content

Create content that is useful, insightful, and engaging enough for people to share.
Think visually appealing interior designs, industry trends, unique tips, or expert opinions on relevant current events.

For instance, The Spruce creates galleries featuring home design ideas and links back to contracting companies involved in the projects:

The Spruce – Historic paint colors – Link

Try Guest Blogging

Another effective way to earn quality backlinks is by writing guest posts for other websites.

Start your link-building outreach by researching websites to pitch your content to, then contact the owner or editor.

As long as you offer relevant and valuable content that benefits their audience, they may link back to your site.

Use Link Reclamation

Search for mentions of your company online that don’t currently link back to your site, such as the one below:
Qualified Remodeler – Article – Link reclamation

Reach out to the website owner and request they add a link where the mention already exists.

These are excellent opportunities because the other site is already discussing your services, making them more likely to agree to link to you.

Choose the Right Backlink Opportunities

Before reaching out to request a backlink, evaluate the website and its content.
Only pursue links from reputable and relevant sites aligned with your business.

Further reading: Link Building Strategies: The Complete List

How to Measure Your SEO Performance as a Contractor

Once you’ve implemented SEO best practices, it’s essential to track how your campaigns perform.
This allows you to identify what’s working and what isn’t, helping you prioritize efforts that drive real results for your business.

Here are some key metrics to monitor:

Keyword Rankings

Use tools like Semrush’s Position Tracking to monitor your rankings for target keywords:
Position Tracking – Backlinko – Visibility, average-position, keywords

Tracking these helps you spot significant changes.

If your rankings improve, consider creating more content around those keywords and applying successful strategies across other pages.

If rankings drop, it may indicate issues with content quality or keyword relevance.

Further reading: The 17 Most Important SEO Tips for Higher Rankings

Organic Search Traffic

Organic search traffic refers to visitors coming from Google search due to strong SEO, not paid ads.
You can view this data in analytics tools like Google Analytics:

Backlinko – Organic Traffic

Backlinks and Website Authority

Tracking your backlinks and website authority helps gauge how others perceive your site.
The more quality backlinks you have, the higher your authority—and the better your chances of ranking for important contracting keywords .

Different tools measure authority differently; for example, Semrush uses Authority Score. Track your score and backlinks in Semrush’s Backlink Analytics tool:

Backlink Analytics – Backlinko – Authority Score

Leads and Conversions

Ultimately, the most crucial metrics are the number of leads and customers you generate.
After all, the goal of SEO for contractors is to grow your business.

Leads are individuals who take action on your site, such as subscribing to your email list or filling out a contact form—but haven’t yet decided to hire you.

Use Google Analytics to track leads. Events like “form_start,” “file_download,” and “form_submit” indicate lead activity:

GA4 – Engagement events – Marked details

If leads are low, try these tactics:

• Optimizing existing lead-generating pages for better user experience
• Adding more lead forms to high-performing pages
• Testing different versions of landing pages (A/B testing)
• Writing more compelling CTAs

Hiring an Agency vs. DIY SEO for Contractors

When starting a contracting business, handling marketing yourself makes sense.

You’re on a tight budget, and while you can manage basic SEO , once your business grows, time becomes scarce.

In such cases, hiring experts might be a viable option.

SEO agencies bring experience and expertise, potentially delivering faster results. However, costs can be high.

Before deciding, consider these pros and cons:

Pros:

• Complete understanding of your business (DIY)
• Full control over your strategy (DIY)
• Cost-effective, with primary expenses being tools (DIY)

Cons:

• Time-consuming, taking focus away from core operations (DIY)
• Lack of SEO experience may delay results (DIY)
• Higher cost than DIY (Agency)
• Agencies may not fully grasp your business intricacies (Agency)

Attract More Clients with Local SEO

With solid SEO, you can rank your contracting business on Google—but it requires time and effort.
To maximize results, focus on ranking for relevant local SEO keywords.

Learn exactly how to achieve this with our definitive guide to local SEO for contractors .