In this article, we’ll discuss our local SEO guide for contractors. It’s a pretty expansive guide, so follow along closely!
What is SEO?
In very simple terms, SEO is how your website gets found online. It’s an essential tool for contractors to use in order to get more website traffic. Sales is ultimately a numbers game, so more traffic = more conversions = more jobs. Simple, right?!
SEO stands for search engine optimization. It’s how Google’s web crawlers read your website and score it based on relevance, content structure, and other factors.
What is an SEO keyword?
When we talk about keywords, we’re talking about what someone in your target audience types into Google. For example, let’s say I’m a homeowner living in Austin, TX. If I want to get new floors installed in my house, I go to Google and search “Flooring contractor Austin TX”. Then, Google displays results that are the most relevant based on how they score it. For more details on how Google’s ranking algorithm works, check out the article here.
Well then… what’s local SEO?
Here’s where it gets fun, and a lot of SEO companies prove their worth. Local SEO is optimizing your site (& Google profile) around a local keyword. Local SEO strategies help your business rank higher in search engine results pages (SERPs) when people in your area search for services you offer. The best of the best appear in the map pack.
From before, we know that we are looking to make sure our site is optimized for a keyword like “flooring Austin”. Let’s dive into what you need to be doing to get ranking!
How to Implement Local SEO for Contractors
Step 1: Initial Website Optimization
- Keyword Research
- Start by identifying relevant keywords related to your contracting services and local area. Use tools like Google Keyword Planner or SEMrush.
- Prioritize keywords that have high search volume and reflect user intent (e.g., “roofing contractor in [your city]”).
- On-Page SEO
- Optimize your website’s title tags, meta descriptions, and header tags with your target keywords.
- Ensure your website’s content is informative, engaging, and relevant to both users and search engines.
- Create a unique and descriptive title for each page.
- Include a clear call-to-action on each page.
- Mobile Optimization
- Ensure your website is mobile-friendly, as Google considers mobile-friendliness a ranking factor.
- Test your website’s mobile responsiveness using tools like Google’s Mobile-Friendly Test.
- Local Contact Information
- Display your business’s name, address, and phone number (NAP) prominently on your website. Ensure this information is consistent across all online platforms.
Step 2: Google My Business (GMB) Optimization
- Claim and Verify Your GMB Listing
- Create or claim your Google My Business listing if you haven’t already.
- Verify your listing through postcards, phone, or email verification.
- Complete Your GMB Profile
- Fill out all relevant information, including business hours, services, description, and high-quality images.
- Select the most accurate category for your contracting services.
Step 3: Online Citations and Local Directories
- Citation Building
- Create consistent business listings (citations) on local directories like Yelp, YellowPages, and industry-specific sites.
- Ensure that NAP information is consistent across all citations.
Step 4: Customer Reviews and Ratings
- Encourage Reviews
- Ask satisfied customers to leave reviews on your GMB listing and other review platforms.
- Respond to both positive and negative reviews professionally.
Step 5: Website Content and Blogging
- Regular Content Updates
- Publish high-quality, informative, and engaging blog posts related to your services, industry trends, and local projects.
- Optimize blog posts for relevant keywords.
Step 6: Local Link Building
- Local Backlinks
- Build local backlinks by partnering with local businesses, chambers of commerce, and industry associations.
- Guest post on local websites or offer to write for them.
Step 7: Social Media and Online Presence
- Social Media Engagement
- Maintain active social media profiles and share updates, promotions, and project highlights.
- Engage with your local community on social platforms.
Step 8: Technical SEO
- Page Speed Optimization
- Improve website loading times to enhance user experience and SEO rankings.
- Compress images, leverage browser caching, and minimize code.
- Structured Data Markup
- Implement structured data markup (schema.org) to help search engines understand your content better.
Step 9: Monitoring and Analytics
- Track Progress
- Use Google Analytics and Google Search Console to monitor website traffic, rankings, and user behavior.
- Track GMB insights and review the performance of your online marketing efforts.
Step 10: Ongoing Optimization
- Regular Updates
- Continuously update and refresh website content.
- Adapt your SEO strategy based on changing algorithms and trends.
- Local SEO Audits
- Conduct regular audits to ensure your NAP information is accurate and your website is free of errors.
By following this comprehensive guide and continually refining your local SEO strategies, your contracting business can improve its online visibility, attract local customers, and ultimately grow its online presence and customer base. Keep in mind that SEO is an ongoing process, and staying updated with industry trends is essential for long-term success. If you want to learn more about SEO, check out our page on SEO for contractors.