A Contractor’s Guide To Local SEO in 2022

Table of Contents

    Updated July 2022

    If you’re not familiar with SEO, it can be challenging to know where to start. In this guide, we’ll walk you through the basics of local SEO and show you how to optimize your website and online presence for maximum visibility in your local area. Whether you’re just starting or you’ve been doing SEO for years, read on for tips and advice that will help you improve your ranking and reach more potential customers.

    With high competition within the remodeling contracting industry, it can be challenging to attract qualified clients online. Our goal with this guide is to ensure that your company dominates Google’s first page results when prospective clients search for contractors to work on their homes or business. Outside your referrals, the first company they spot during a Google search for many homeowners is usually one of the first companies they call. 

    We will share the ultimate, proven process to rank at the top of Google’s local search listings. We will review what local SEO is, why it’s so crucial to the success of your contracting business, where you should focus your SEO endeavors, and how to build a successful SEO strategy. We won’t fill this guide with industry jargon without explaining it, and we won’t venture into topics that don’t apply to the construction and contracting industry.

    So Where Do I Begin?

    A few things will determine how your contracting businesses’ profile will appear in these hyper-local search results. 

    Optimizing your local search campaign can be done by actively working on the following techniques: 

    • Ensure the accuracy and completeness of your Google Business Profile (GBP) information.
    • The keywords used within your GBP
    • Having a slew of customer reviews in various locations like GBP.
    • How well your website is optimized and built.
    • How consistent your address and phone number are listed on the internet.
    • The presence of backlinks from other websites.
    • Social media shares.
    • Keywords used in online reviews

    Key Concepts

    Before we get down to actual strategies, let’s make sure you understand a few key concepts.

    Omnipresence

    How do you make your presence known to audiences of all sizes? Omnipresence is essential for brands who want their customers’ loyalty in every channel they use it! You need a consistent message, relevant benefits, and interactive engagement everywhere.

    It’s about omnipresence and dominance over your competition for specific keywords that have intent

    You want to build a brand that is recognized and seen on as many parts of the internet as possible. That means showing up everywhere online in your chosen regions for local SEO. 

    It’s not enough to be seen in a single section of a Search Engine Results Page (SERP) like a map listing or a paid ad. It means to dominate all areas of the SERP. 

    If you have an easily recognizable brand or company name, it’s easy to dominate a SERP, but if your company name is generic like ‘Joe’s Contracting,’ it’ll be a tough road.

    For non-branded keywords and company names, it’s not easy. You need patience and lots of content that helps people.

    Keywords With Intent (KWI)

    Before we begin describing how to dominate a SERP or even discuss local SEO, we need to understand the concept of search keywords that have intent or KWI. I am not going to go into how to research keywords, but I think it’s essential to have a basic understanding of creating content for the right keywords.

    What KWIs Are Not:

    • KWIs are not always the most searched phrase or provide the most traffic. Most often, KWIs are phrases that specifically mention a contracting service you perform, like ‘add-on rooms’ or ‘bathroom remodeling’ rather than just ‘remodelers.’ Now, don’t get me wrong, I am not saying you don’t want to show up for the phrase ‘remodeler’ but make sure the folks using that phrase in your area are there with the intent to buy.
    • KWIs are not about the general public. The name of the game is targeted traffic. I’ve seen too many companies brag about their traffic, but when you dive into the traffic, it’s coming from users that will never buy from you. For example, you might have people from a different state or maybe vendors because the phrase they used was too generic, like ‘remodelers’ rather than ‘bathroom remodeling near me.’
    • KWIs are not about generic locations. When it comes to remodeling, you want to show up in the specific places where your customers live or work as they do their research.

    Relevance

    Google’s algorithm is a complicated beast, but there is one thing it cares about more than anything else. Relevance. Relevance refers to how well a local listing matches what someone searches for in Google. That means that if you have complete and detailed business information on your page, people in search will be able to find what they’re looking for much easier! 

    Distance

    When it comes down to ranking your website with local SEO, a key factor is how close your user is located geographically. Google then calculates distance based on what is known about the area if a user does not provide a location in their search.

    Prominence

    Prominence refers to how well-known a business is. Some places are more prominent offline, and search results reflect this in the local ranking. For example, famous museums, landmark hotels, or well-known store brands familiar to many people are also likely to be prominent in local search results.

    Google’s algorithm about a business from across the web (like links, articles, and directories)determines prominence. Google review count and score factor into local search ranking: more reviews and positive ratings will probably improve local ranking. Your web results position is also a factor, so SEO best practices apply to local search optimization.

    There’s no way to request or pay for a better local ranking on Google. We do our best to keep the search algorithm’s details confidential to make the ranking system as fair as possible for everyone.

    What Is Local SEO?

    Local search engine optimization (SEO) is similar to traditional SEO, but it applies to consumers looking for services in their specific areas. 

    I want to express the difference between someone looking for a business and a service. If your audience knows you or have heard of you, they will search for your company name. If they are researching options, they use service-based words and maybe locations.

    How important is this? When you consider that four out of five consumers conduct local searches before making a purchasing decision, local SEO is vital. 

    Suppose your website isn’t optimized for local SEO. In that case, you’re missing out on 80% of local consumers, and going even further, optimizing your contracting website for local SEO narrows the options available for consumers in your area, making it easier for you to top the ranks in Google search results.

    Proximity Matters

    Ideally, the address where you and your team have your office will determine your proximity. If you work out of one specific city but can do jobs in a particular radius of that office, it would be to your advantage to specify this with Google Business Places (GBP), formally Google My Business.

    Proximity not only matters to your customers and your team, but it’s also the top factor for a Google Maps listing which is your GBP account. Knowing the importance of proximity will help you direct your marketing efforts and understand the importance of having a proper address, not a P.O. Box, that is near your target market. 

    {NOTE: Google does not accept P.O. Boxes or Mail Services locations even with a Suite number} 

    When you know that communities sit outside of the 15 miles surrounding your location that will not see your business in Google Maps, you will need to include a second way to reach your clients. The next method to target them is through local organic search rankings. 

    We will discuss how you will optimize your Google My Business Listing to ensure your contracting business appears in Google Maps for those consumers located in your search area later. But using local SEO, you can use the appropriate location-based keywords and other location-related considerations while building your strategy.

    Why is Local SEO Important for My Contracting Business?

    1. It Makes You More Competitive

    Other businesses within your industry are likely investing in their local SEO, which means they’re getting all potential customers who would have gone to you. When this happens, and these competitors show up on page one before even appearing under regional search results (which is where most people start looking), then there’s no way that anything could go wrong! 

    You’re handing over control without trying; take back what belongs to you with innovative marketing investments.

    2. Traffic is No Longer Free! 

    The traffic generated through a local SEO campaign costs your business nothing. Local SEO is an inexpensive way to advertise your business if you are willing to put the time into it.

    Unlike paid ads like Google’s Ads, there are no specific costs or anyone you can pay to show up on the organic search results. Meaning, that strictly speaking, showing on search results is free. 

    But is it? 

    I am not going to sugarcoat this. Showing up on local search results, under the paid ads, under the snippets, and under the maps listing is not easy and takes patience, content strategy, research, analysis, and a little luck.

    It takes time, and time is money.

    There are only a few spots open for those precious top results, and this requires a lot of content marketing. We need to build website content to blog posts to social media and return links from other websites. 

    If you build it, they will come is not an adage that can be applied to local SEO. If you create a blog post, don’t assume that people will happen upon it. You have to share it with everyone and market it so others will link back to it. That post needs to be educational, engaging, and content your audience is seeking.

    Again, you need someone willing to research and write. You’ll need an editor. You’ll need to know how to correctly add it to your website with the right outbound and inbound links. You’ll need to know how to share it on social media not once but several times over the next few weeks. Then research other bloggers that might be willing to link back to you. Then do this every month.

    Time is money, so SEO is not free.

    3. Results are Quick

    Since most contractors don’t know how important local search engine optimization is, you’ll find that those contractors in your area who apply a comprehensive SEO strategy can appear on the first page of search results in as little as 90 days or less. 

    4. People Want to Buy Local

    When hiring contractors, the location of your business can make a difference. If you’re 50+ miles away from where they’ll be working on-site, it might discourage them because there’s an increased commute time and risk for not accommodating that with their schedule.

    Local SEO is essential because it stimulates the economy while supporting your community and its residents, who have been hurt by online powerhouses taking away business from them (and others).

    5. Yellow Pages?

    When did you last read a Yellow Pages book and find a contractor? Consumers no longer flip through phone books; they search for contractors via the internet. Google has become the de facto source for marketing your business locally. Outside referrals and direct mail are the only way they will find your contracting business outside of the internet.

    But you must be there and show up in their local searches. 

    What Does It Mean To Dominate Google’s SERP?

    As part of our primary goal to dominate the SERP, we must show up in three to four different sections, not only for Google. 

    1. Paid Ads at the very top
    2. Google Map listings
    3. People ask snippets
    4. Organic search

    Having your profile in the top results in any search engine means that your business shows in desktop and mobile searches before organic search results. Part of this goal is to occupy several positions on the first page of search results. As mentioned above, literal proximity becomes key but having your address close to your clients does not automatically mean you show up in a search result within your immediate radius. 

    To do this, you must show Google that your website is relevant to Google users and is also high-quality. Google must trust that you are the authority, a trustworthy source for information, and that your website is user-friendly.  

    Is It All Google All Of the Time?

    Let’s not forget Bing. It is the second most popular search engine, and Microsoft has been investing in the past three years in the search business. It has a similar layout, and it may be worth it to focus some of your SEO efforts on Bing Business.

    Some benefits of Bing:

    1. Facebook. Bing integrates Facebook into its platform. People can see results for their Facebook pages, including ratings and reviews.
    2. Local Businesses. Bing is a great way to find local listings, and it has been improving over time. The search engine now features more topics related to your area of interest or physical location!
    3. Same bang for your buck. Most search engine optimization techniques remain the same for Google (although the algorithms are different). 

    I recommend creating your Bing account and optimizing that listing and Google’s.

    What Does It Mean To Be In Google’s Map 3-Pack?

    The Google 3-Pack is the method Google uses to display the top three results for local SERP results. It uses the user’s location to make the search relevant to the area where the user submitted the query. For instance, if a user searched “bathroom remodel near me,” the Google 3-Pack would display three contractors near the user’s current location.

    In August 2015, the Google 7-Pack was cut down to three, creating the 3-Pack causing a massive shift in how we configure our Google business listings. 

    Rank High in Two Places

    Your contracting business needs to rank high in Google Maps and Google Search. For example, if we type the keywords “Home Remodeling in Katy,” the results are:

    Tico Home Remodeling ranks twice using the same keyword, upping their real estate on the results page. Appearing twice gives consumers two opportunities to click through to this website in search results and confirm that they are a local company. Google targets different customer types using this method. 

    The traditional Google Search listing, or organic listing, targets customers looking for more information on their search phrase. The Google Maps listing, or Local 3-Pack, targets local customers closer to buying. It offers these customers a quick view of local companies, including their contact information, hours, reviews, photos, and links to their website. 

    Listed businesses could be local or farther away. Google simply presents web pages with quality content associated with popular websites. When you top the ranks in both searches for construction or contractor keywords or phrases, you reach more people by increasing your real estate on the page.  

    Your advertising targets both local consumers and those farther out and reaches customers ready to start a project now or later. 

    Where Do I Begin with Local SEO?

    Assuming you’re not a total recluse, at some point, you’ve probably had to interact with other humans. And to make the most favorable impression (or avoid awkwardness), you likely heeded some advice on how to behave. 

    SEO is a lot like that: there’s a right and wrong way to do it. Unfortunately, far too many business owners try shortcuts or, worse, ignore them altogether. That’s why we will go over a few strategies when working on your local SEO.

    1. Local keywords research that includes KWIs
    2. Setting up your Google Business Profile (GBP)
    3. Understanding the technical side
    4. Optimizing your website

    1. Local Keyword Research

    It begins with finding the right keywords, but you’ll need to be careful to choose those that represent the type of business you want to attract. Using a tool like the Google Keyword Planner or KeywordTool.io  can help you find those worth your time and money to optimize. 

    You look for keywords with the most average searches and the least competition.

    While those with more average searches each month are hard to rank because of the competition, you might decide it’s worth it to use them since they will bring your website more visitors. But know that the hard-to-rank phrases will take longer to provide favorable results and require more content to do so. 

    What to Look for in a Keyphrase

    It’s best to think of your keywords in terms of ‘Search Intent.’ What is the intent of your audience when they use a keyphrase? For example, someone searching ‘kitchen design ideas’ may only be looking for a gallery of photos. These folks are usually at the top of the funnel and are just starting their research into a kitchen remodel. In contrast to a phrase like ‘kitchen remodeling contractor,’ they are beginning their next phase and looking for consultations.

    Include Each Service From Small To Large

    Include those small services that may complement your significant services. Another option is to choose key phrases that are not as popular. Select multiple terms that, combined, can bring similar levels of traffic. For example, look for specific services that include other words for remodeler like contractor or redesign or renovate. 

    Location And Service Areas Matter

    We recommend researching the population, household income, and commuting trends in the area. 

    You’ll want to research the specific locations and communities you want to target. Locations could mean a city, a popular planned community, a county, or a metro area.

    Then you’ll use these keywords as part of your local SEO strategy. For example, “contractors in (city)” or “(city contractors).” These words are purchase intent keywords, attracting those at the bottom of the funnel and ready to start their project. 

    You’ll have to decide if you want to target a city where you can compete in a smaller market or larger. For example, the population of Sugar Land, TX is estimated at 111,026 (a 50% growth in the last ten years), and the median household income is $121,274. While the population of Fulshear, TX, is 16,856 with a median household income of $166,863, Even though Fulshear has a lower population, their household income is 27% higher.

    Include keyword modifiers

    Keyword modifiers expand your reach to drive more relevant traffic and lead to your contracting website. They are the secret to expanding your reach and driving more relevant traffic.

    There are four types of keyword modifiers:

    Geographical. The first type would be geographical terms like “Sherman Oaks CA” or “Dallas Home Renovations,” which narrows the search by location. 

    Service. The second could be service-focused words such as ‘home improvement’ about any given city or neighborhood where people might want their homes renovated; this helps provide additional information about products on offer from local businesses who serve this area. An example might be ‘Attic Expansion Contractor.’

    Occasion. Occasion keyword modifier focuses on something your business offers. If you were a home remodeler at a specific type of home, you might offer construction or handicap renovations. An example key phrase is “age in place bathroom upgrade Los Angeles.”

    Special offering. Your business is unique, and you can use special offering keyword modifiers to help people find what’s unique about your company. These keywords can include interior design, free consultation, modern and more. An example is “modern chef’s kitchen renovation contractor.’

    2. Setting up your Google Business Profile (GBP)

    As mentioned above, setting up your Google Business Profile (GBP) is key to local SEO. GBP (formally Google My Business) is designed for local companies serving a local customer base from a physical location or a defined service area. 

    GBP is a great way to stand out from the competition and engage with potential clients before they even visit your website or social media pages. Contractors can use GBP as an easy platform for promoting themselves, likely increasing their rankings in local search engine results pages (SERPs). This is also where you can get more analytics on how people find you. 

    Not everyone is calling you from your website or business card!

    3. Technical SEO

    One key element to a thriving local SEO campaign is your website’s performance. It should quickly download as determined by Page Speed (a ranking factor for Google’s mobile-first index. ) and be responsive on all devices. It should not jump around as the page loads. It should not have broken links or images, and it should be encrypted.

    Using large file images, non-optimized CSS, HTML, and JavaScript can affect the speed of your web pages. Test your pages in Google’s Page Speed Insights and Mobile Speed Test. If you are unsure, each website will report what you need to do to improve loading time.

    Below are five of the major areas of the Technical side of SEO.

    1. Website Mobile-Friendliness

    The mobile-first index means “Google predominantly uses the mobile version of the content for indexing and ranking.” Take a moment and review your entire website on any mobile device to ensure that your pages are responsive and loading quickly. Google offers a Mobile-Friendly Testing tool to point out any incompatibilities with mobile devices.

    2. Responsiveness

    Responsive websites provide a better user experience on any device. Responsive design ensures that users don’t have to scroll excessively or repeatedly zoom in to find information on your website. The more responsive your website, the more likely users stay long enough to convert into clients. 

    Google includes mobile-friendliness and responsiveness in its search engine algorithm. The more responsive, the more likely your website will rank higher than websites that aren’t as responsive. GlobalSpex designs responsive websites for devices of all kinds, and we specialize in the contracting industry. 

    3. ADA Compliance

    Title III of the Americans with Disabilities Act (ADA) monitors how accessible websites are. Their requirements help to improve SEO. When you are ADA compliant, your reach a larger audience and have enhanced rankings. 

    Title tags important to local SEO allow readers and search engines to determine what your web pages offer. Specific title tags are essential for screen readers and need to describe the page’s content accurately. Alt text under images describes the image and helps search engines identify the image. Alt text should be very descriptive for a better user experience and improve your photos’ rankings in Google. 

    Employ a robots.txt file to increase the speed of the crawl of your website by search engines. XML and robots’ files should be working and indexed. Include an XML sitemap to help search engines find more critical pages on your website by listing them in Extensible Markup Language. 

    5. Structured Data

    Structured data helps Google understand a web page more accurately by providing a standard format for information about it, such as your opening hours or address. Structured Data is crucial to understanding any given website or web application because this type of coding tells search engines exactly where they should focus their efforts to extract meaning from all those words and numbers!

    Optimize Your Website

    Optimize your website by making it mobile-friendly. 

    Also, ensure that it is secure. Google will boost the rankings of secure and encrypted websites. Make sure that your website domain starts with HTTPS, not HTTP. Audit your metadata and audit it regularly. 

    Use research keywords to create and optimize blog posts. A post titled “How to Choose a Home Renovation Contractor” is a good research intent keyword to start a blog post. Include a call to action with your contact information in the blog post.

    A lot has changed in the world of local SEO in recent years. A few years ago, the rules that governed SEO were considered outdated and no longer yielded the desired results. If you want your website to rank higher in the SERPs, you need to optimize it for today’s SEO landscape. Below are some tips on how to do exactly that. 

    1. Your Homepage

    Optimize each page of your contractor website to one or two primary keywords or keyword phrases beginning with your homepage.

    If your contracting business is in Galveston, your homepage, as the main page that most of your users will enter, might be optimized for general keywords like “Galveston Remodelers” or “New Construction Company In Galveston.” 

    Your homepage is your first impression to your clients and needs to focus on 1-3 items that you are working to advance. What I mean is if you have 5 or 6 services, you might only want to focus on 1 or 2 of them right now. You can optimize your homepage for those specific phrases for now, and as your business changes, so should your homepage.

    If you are curious about what might go on a homepage, read more about the top factors you should consider for your homepage.

    I would also recommend knowing what not to put on your homepage.

    2. Service Pages

    These are your primary contractor services pages. We recommend having individual pages for each service you offer, no matter how small it might be. For example, you’ll most likely have a Bathroom Remodeling page but maybe an “Age In Place Bathroom Remodel” page or “Master Bath Remodel” or “Small Bathroom Remodel.”

    Google and your customers are looking for relevance as well as intent. Suppose you are good at making small bathrooms look stunning, and the result wows the homeowner’s guests, and you see it as profitable. In that case, these unique service pages might have something some customers might specifically be looking for during their research. 

    Construction Services to consider:

    • Emergency Roof Repair
    • Roof Replacement
    • Storm Damage Restoration
    • Small Bathroom Remodeling
    • Masterbath Remodeling
    • Attic Expansion
    • Home Office Construction

    Now, will these lead to a significant amount of traffic? Probably not individually, but it helps your users qualify themselves while also showing your expertise.

    Some additional tips:

    • Keep the content between 500 and 1000 words. 
    • Use service-related keywords and title tags, including the type of services, meta descriptions, headers that describe the services, and content about the service. 
    • Don’t stuff services into one page. For example, make two separate pages for Bathroom Remodeling and Bathroom Addition. 

    Here is an example of dedicated vs. non-dedicated service pages. 

    Non-Dedicated Page 

    Dedicated Page 

    Find more tips on what to include on your service page.

    3. Location Pages

    Creating individual city pages might seem too basic, but it all ties into your local SEO strategy.

    These pages will allow you to target specific location keywords and phrases. We recommend adding communities and important local content like school districts, libraries, government. 

    4. Portfolio Pages

    Your portfolio is an extension of your service pages and might be some of the most essential pages since most of your traffic might go straight to your portfolio. Many of your photos may have results on the image SERPs. We recommend organizing these pages by room or service for SEO purposes.

    You’ll learn more below about what to do with those photos when you upload them.

    5. Optimize Content on Each Third Tier (Tertiary) Pages

    Content pages are all pages other than your homepage and service or location pages. These pages are intended to augment your company’s expertise and build trust. FAQs, About Us, Review pages are still essential content pages.

    Learn more about your website’s About Us page.

    Consider what people ask you about construction, remodeling, or roofing for your frequently asked questions page. Can you describe your process? Can you help them decide on the best material for their kitchen?

    Pro Note: Use those questions to create content for your blog and social media posts.

    6. Write a Bi-Monthly Blog.

    Make sure your blog is on your primary domain, include city and community names, speak from the point of view of residents of the area, and use your keywords naturally. Ensure that you are providing value to build your authority and link to other websites in the community or businesses that offer complementary services. 

    Use your blog posts to answer questions your users and customers may have. Make sure your content answers those critical questions that will help them decide to start their project with you. Target long-tail keywords, those long phrases specific to your contracting services when creating content. 

    These blog posts will drive more traffic to your website. Google Analytics can help you find the right long-tail keywords based on the terms commonly searched in your area. For example, “How can I get more room in my home” or “Should I install a shower or garden tub in my small bathroom.” Include a local point of view when creating your long-tail keywords, “How much is a roof replacement in Dallas?” 

    It’s vital to link your pages together. Link portfolio pages to services pages. Link content within a featured blog or article to other blog pages to build internal authority and keyword relevance. In turn, keep your audience engaged and within your website.

    Why does internal linking matter? It does the following:

    • Supports website navigation
    • Assists with information architecture and website hierarchy
    • Distributes page authority and ranking power among pages

    8. Use the Proper Headings 

    H1 Headings should be at the top of the page as it describes the page’s subject. Only use one per page and include the primary keyword or keyword phrase. For example, [Contractors] in [Austin, Texas]. Each subsequent title will represent sections. 

    9. Optimize the Body Content

    The copy on each page should be more than 400 words and thoughtful, thorough, and comprehensive. Homepage copy should have information about your business, including an overview of services, the city where your business is located and works, and a call to action. Check your website copy for spelling and syntax. 

    Use your primary keyword or phrase in the first paragraph and variations throughout the copy. Use a contact form or call to action with contact information at the bottom of the pages. 

    10. Optimize Meta Tags

    Your title tag, or page title, is displayed in the web browser after your website’s domain name. Include the primate category, location, and business name—for example, Contractor in Abilene| Davis Contracting. Your title tags should be between 50 and 65 characters. Include the keyword or phrase. 

    The meta description is displayed below the headline and URL on Google’s search results list. It should have information that will encourage users to visit your website. For example, “{Davis Contracting) offers experience renovation services in Tulsa, Oklahoma. Call (918) 555-5555 now for your complimentary consultation!” The meta description should be between 100 and 150 characters.

    11. Optimize Image Alt Text and Filenames

    Ensure to include at least one image per page. The alt text or alt tag is in the HTML of the page and describes what is in the image. Include the primary keyword within the alt text. 

    Off-Page Indicators

    Off-page indicators are about optimization techniques that are outside your website. These are the triggers that Google looks for when evaluating your website’s authenticity, expertise, and trustworthiness.

    It’s about attracting links from websites, social media shares, and getting more attention from the internet. Off-page SEO lets search engines know that others find your website necessary. 

    So how do you improve your off-page indicators?

    Your NAP

    NAP, your business name, address, and phone number, should be consistent throughout the internet. Make sure the NAP information is consistent and accurate.

    We recommend adding your NAP to the footer of your website. 

    Your Google Business Profile (GBP)

    LIke your NAP information, your GBP is not just your address on Google. You’ll want to claim and optimize your Google Business Profile to rank higher in the local 3-pack. 

    Visit your profile on a Google map and claim your profile. You will need to confirm ownership by sending you a letter with a PIN to the address on the profile. Once you receive it, enter the PIN, and it will verify your ownership, and you can begin to configure your listing.

    Enter all applicable information about your business. Include your logo, company description, categories, hours, photos of your business and work, and acceptable forms of payment. Make sure you delete any other GMB listings that appear for your company. 

    Local Citations

    A citation is any mention of your company’s information, including its name, address & phone number on external sites like Yelp, Bing, Merchant Circle, or Houzz. Many SEO experts believe these backlinks can help boost rankings locally – especially if you have strong branding going onto them with good content.

    You will want to build your citations and links. To create your local citations, apply and request listings in directories specific to your locations. 

    • General and National Business directories include angi.com, citysearch.com, Houzz, and bizjournals.com.
    • Contracting and Construction Directories like contractorhub.com and iectxgulfcoast.org. Start with these and use your Google Analytics to track traffic and conversions, especially paid directories.
    • Local Directories like your local Chamber of Commerce or if you can find super-local directories like Dallas.com or Chron.com 
    • We recommend also including your company within the LinkedIn Company Directory. 

    Google likes inbound links that derive from other authoritative websites and point to specific pages. Their authority 

    How do you gain backlinks?

    • Look for who is already sending you traffic.
    • Partner with a non-competitor, vendors, and strategic partner for return links. Ask vendors and other companies you have relationships with and ask them for a link to your website. 
    • You can use your relationship with high-authority websites to reach out and form partnerships. 
    • Write articles for your Chambers of Commerce and include links to your website.
    • Research your competition. Analyze what your competitors are doing well. What’s their organic strategy, and what type of content they publish?
    • Guest post on industry websites. 
    • Find broken links to competitors’ sites and offer an alternative to your content.

    Social Cues

    Yes, social cues impact local SEO. As much as you want to generate a following on social media, another goal is to get clicks back to your website. Each link and click to your website is a social cue. Like your Google listing, having an optimized profile has more to do with optimizing your profiles on various platforms than your activity. 

    It’s a great day when customers come to your website by typing in the URL or googling you. But most of all, what matters is finding them during their buying phase – which means they might search for content about remodeling on social media sites before clicking through anymore! 

    In blended searches results, results are not only showing website links but YouTube videos, blogs, map listings, etc. Depending on if it’s relevant at that particular moment, you want to make sure there are plenty around that can cater specifically towards whatever stage they happen to be currently experiencing

    First, your business should claim each profile or page on all social media platforms whether you plan to use them or not. 

    The way you get site visitors is to extend your total web presence by producing content. Then start sharing your content on the one where your target market hands out at. Sharing your content on social media offers inbound links and citations.

    When you create an account, make sure that you:

    • Post your logo or personal photo for your profile or cover image
    • Use the same business name across all social media websites
    • Add your location or service areas to your profile
    • Create a post and pin it when you create your profile. 

    Reviews

    Consumers look for reviews when considering whether to work with a contractor. Ask for online reviews via email or SMS, then post your reviews on your website. 

    You have to respond to all reviews, even negative reviews. Learn more on how to respond to your client’s reviews

    Try to get video testimonials from your clients. Remember that you cannot ask for Yelp reviews; it violates their policies. Incentives are not allowed on Google. 

    Include it in your processes to ensure that you ask for a review every time. You could send a link to your Google My Business profile when you follow up with clients. 

    Tracking and Analyzing Your Results

    Once you launch your SEO campaign, it’s time to start analyzing and tracking your work.

    Using tools like Google Analytics to track your website traffic and WebCEO or SEMRush to track your rankings and citations, and backlinks, you have at least a baseline for your analysis.

    Below are some basic numbers that you’ll want to check weekly or monthly: 

    Page Rankings will provide insights on keyword performance and impressions with the Google Search Console. Check this at least once per month. 

    Traffic directed to your website and which pages users visit. You also want to know where the traffic is originating. Use Google Analytics on each contractor’s website page to monitor traffic each month. 

    Conversions include the actions you want users to take while on your website: track phone calls, click-throughs, and the source of most of your conversions. You can also determine your web pages with the highest conversions ratios. 

    The performance report will show how fast your website loads.

    Citation Tracking. Monitor citations and identify opportunities.

    Backlink Tracking. You’ll want to make sure your backlinks are relevant and diverse while discovering toxic links and disavow them within Google.

    How Soon Will I See Improvement in My Rankings?

    You have first to determine what success means for you. You have to know your goals and how to collect and analyze your metrics. Decide whether you want to increase organic traffic, visibility, impressions, or rankings. 

    You will then analyze your results and weigh your results. Some suggest that businesses should begin to see results in a month. Others say that realistically speaking, improvement happens within six months.

    Contractor Guide Local SEO

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    Christina Hawkins

    Since 1999, Christina has been designing and building exceptional websites partnering with small businesses to help them grow and increase revenue. With many years of experience in creating thousands of websites, she understands the need for continuing education in her field and, therefore, is constantly learning and teaching others about internet marketing and digital processes. In addition to her ability as a digital marketer, Christina serves as a coach and mentor with Agency Mavericks to other digital marketing freelancers, helping them grow their businesses. She is a sponsor and co-leader of Houston's WordPress Meetup. Recently, she spearheaded the next Houston WordCamp 2020 as its coordinator after a 10 year hiatus. She is currently President of the Houston Interactive Marketing Association.

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