In today’s digital age, local SEO is the secret weapon that can catapult your contracting business to new heights. By optimizing your local SEO strategy, you can enhance your online visibility, attract more traffic, increase conversions, and boost sales. Small businesses, particularly those in the contracting industry, can leverage local SEO to gain a competitive edge by targeting a niche, local audience. In fact, nearly 50% of all Google searches are for local information, making local SEO an indispensable tool for contractors. In this comprehensive guide, we’ll delve into the world of local SEO for contractors and explore strategies that will help you outrank your competition and grow your business.
What Is Local SEO for Contractors, and Why Does It Matter?
Local SEO for contractors is a specialized SEO strategy designed to optimize your digital presence for users searching for location-specific services. It ensures that your business appears prominently in response to searches made by customers in your geographical area. This strategy combines various elements, including Google My Business optimization, link acquisition, keyword research, and content marketing, to drive targeted, local traffic to your website and physical storefront. By implementing these tactics, you can not only improve customer retention but also maintain a competitive edge in your local market.
Benefits of a Local SEO Strategy for Contractors
The advantages of a well-executed local SEO campaign are numerous and substantial:
Reach 82% of Customers on Mobile Devices: With the majority of customers using mobile devices for online searches, local SEO allows you to tap into this vast audience effectively.
Position Yourself as a Local Expert: By optimizing your local SEO, you can establish your business as an authority in your region, earning trust and credibility among potential customers.
Convert Local Searches into Sales: Statistics show that as much as 28% of local searches result in actual sales, making local SEO an invaluable revenue generator.
Outrank Competitors: Appearing in Google’s Local Pack and on Google Maps can give you a significant advantage over competitors and increase your visibility to local customers.
Target Your Ideal Audience: Local SEO enables you to get your message in front of the customers who matter most to your business, leading to more qualified website traffic and increased sales.
Cost-Efficiency: Matching customers’ organic search intent through local SEO can lower your paid advertising costs while delivering high-quality leads.
Another compelling aspect of local SEO is its ability to yield consistent and long-lasting results. While maintaining an updated business profile is crucial, once your business starts ranking well, it can maintain its position for an extended period, gradually building a loyal customer base.
8 Local SEO Tips for Contractors
While there are many facets to an effective SEO strategy, here are eight actionable tips that can make a significant impact on your local SEO efforts as a contractor:
1. Claim Your GMB Profile
All local SEO initiatives start with a Google My Business (GMB) profile. GMB allows you to manage your online presence across the Google ecosystem, making it a critical element for local SEO success. When customers search for contractors online, especially on mobile devices, Google is their primary destination. To secure a coveted spot in the Local Pack and Google Maps, you must claim and optimize your GMB profile.
Tips for Optimizing Your GMB Profile:
- Fill out all your details accurately, leaving no information gaps.
- Provide various contact methods, including phone numbers, website links, and physical and email addresses.
- Enhance your profile with high-quality photographs showcasing your work.
- Craft a concise yet informative business description.
A well-optimized GMB profile essentially functions as a digital version of the Yellow Pages, offering free advertising and leveling the playing field for small businesses competing against larger competitors. Research shows that businesses discovered through a GMB listing are up to 50% more likely to convert into paying customers. Therefore, claiming and optimizing your GMB profile is your first crucial step towards maintaining relevance and visibility in search engine results.
If your business operates in multiple locations, ensure that you register each location separately on Google My Business for maximum exposure.
2. Utilize the Google Posts Feature
Google Posts allows you to share content directly within search engine results pages, providing a unique opportunity to engage with potential customers. Each post can include up to 300 words of content, along with a photo, date range (for events), and a clickable call to action. While these posts have a seven-day lifespan (except for event-based posts), using them demonstrates active management of your listing to Google. Additionally, sharing them on social media can amplify their impact.
While social media itself isn’t a direct ranking factor, it complements your SEO efforts by providing value and relevance to your audience. Traffic generated from your Google Posts page signals to search engines that your business offers valuable content and updates, strengthening your SEO strategy.
3. Check Your NAPs
Consistency in your Name, Address, and Phone number (NAP) is a frequently overlooked yet critical aspect of local SEO. In fact, discrepancies in NAP information can impact your website’s performance by up to 16%. Your NAP details typically appear on your website and various online directories such as Facebook, Yelp, and Home Advisor. To bolster your local SEO strategy, it’s essential to ensure that all your NAP listings are not only consistent but also up-to-date.
Search engine algorithms place a high value on consistency. When your NAP information is consistent across all listings, search engines like Google can confidently promote your business. Moreover, consistent NAP details increase your chances of appearing in the Local Pack. Studies reveal that businesses featured in the Local Pack enjoy a higher click-through rate, with up to 42% of local searches resulting in clicks on these listings.
4. Register in Local Directories
Online directories play a crucial role in improving your business’s backlink profile and online visibility. Search engine crawlers index websites and platforms that contain information about your business, and the more trusted directories your company is listed on, the more data search engines have to analyze your business’s information. For general contractor businesses, being listed on reputable online directories, including Google My Business, is essential.
Here are some trusted directories your general contracting business should consider being listed on:
- Angi
- Home Advisor
- Better Business Bureau
- Construct Connect
- Yelp
- Iambuilders.com
Listing your business on these directories not only exposes your company to prospective customers beyond paid advertising but also presents your business in a neutral and reputable light, often accompanied by independent reviews. Additionally, online directories contribute to your business’s backlink profile, which, although not always as valuable as links from authoritative publications, still play a role in strengthening your SEO strategy. The diversity of your backlinks can have a positive impact on your rankings.
5. Solicit Reviews and Manage Your Reputation
Customer reviews are a cornerstone of local SEO for contractors and construction businesses. Positive reviews not only help you establish brand recognition but also build a reputation for responsiveness and excellent customer service. Google uses factors such as review volume, frequency, and diversity as ranking signals, making reviews paramount for local businesses offering contractor services.
To harness the power of reviews and manage your online reputation effectively, consider these strategies:
- Encourage customers to leave reviews on multiple platforms, including Yelp, Contractor Hub, Google My Business, and other relevant online directories.
- Respond to reviews promptly and authentically, showcasing your commitment to customer service.
- Use feedback from reviews to improve your services and connect better with your audience.
By being receptive to customer feedback and proactively managing your online reputation, you not only improve your SEO but also build trust with potential customers who read your responses. Reviews, both positive and negative, offer valuable insights and opportunities to demonstrate your dedication to customer satisfaction.
6. Build a Mobile-Friendly Site
Mobile-friendliness is a non-negotiable element of a successful contractor company’s online presence. Google reports that over half of all mobile searches have local intent, and the number of mobile searches for local businesses has surged by more than 250% in recent years. Therefore, a mobile-friendly website is essential to ensure a seamless user experience for mobile visitors.
To optimize your web pages for mobile devices, follow these best practices:
- Minimize the number of clicks required for conversions; visitors should access essential information within three clicks.
- Incorporate clear calls to action on every page.
- Improve page loading speed through responsive web design, efficient website code, and image compression.
- Tailor pop-up advertisements for mobile users.
- Simplify navigation with a user-friendly hamburger menu.
- Ensure that clickable content is easily accessible, avoiding areas near the corners and top of mobile screens.
- Keep content concise and visible on the screen without requiring excessive scrolling.
The prevalence of mobile device usage in our daily lives underscores the importance of maintaining a mobile-friendly website. Neglecting this aspect can negatively impact your search engine rankings and user experience.
7. Have Landing Pages Optimized for Local Results
Whether your contracting business operates in a single location or across multiple regions, having local landing pages is essential to rank effectively in local searches within specific geographic areas. Landing pages signal to search engines that your business operates credibly in particular locations, catering to the convenience preferences of local customers.
For businesses with multiple locations, landing pages become the authoritative source for information about each branch. Even if your primary business address is in one location, having location-specific landing pages optimizes your web presence for various areas. These pages not only target location-based keywords but also provide opportunities for powerful calls to action, such as contact request forms, appointment scheduling, quote requests, and click-to-call buttons.
8. Use Local Keywords in Your Content
Local keywords are a fundamental element of local SEO. They contain locale-specific words and phrases aimed at helping potential clients in your area discover your products and services. Local keywords often include modifiers like “best,” “near me,” or specific location names (e.g., “best roofing company near me” or “best roofing company Chicago”).
To achieve local visibility, incorporate local keywords strategically into your content. Keyword research tools such as Ubersuggest, Google Keywords Planner, and Moz’s Keyword Planner can help you identify relevant keywords for your business.
Understanding Keyword Hierarchy is crucial:
- Primary keywords should be the main focus of each page, reflected in the title and content.
- Secondary keywords support primary keywords and address specific nuances.
- Additional keywords encompass related variations of your primary keywords.
Generally, aim for one primary keyword per page, and include 1-2 keywords for every 100 words of content to avoid keyword stuffing. Ensure that your website pages contain primary keywords in the copy, titles, meta descriptions, and image alt tags. Leveraging keyword research tools will help you identify high-ROI keywords for your business.
Popular Keywords for General Contractors
| Keyword | Avg. Monthly Searches | Competition |
|---|---|---|
| construction companies | 110,000 | Low |
| general contractors near me | 74,000 | Medium |
| construction companies near me | 60,500 | Low |
| deck contractors near me | 9,900 | Medium |
| construction business | 1,600 | Low |
| power construction | 3,600 | Low |
| associated builders and contractors | 5,400 | Low |
| civil contractors | 1,000 | Low |
| demolition companies near me | 5,400 | Low |
| home construction companies | 4,400 | Low |
9. Start a Link Building Campaign With Other Local Businesses
Enhancing your business’s backlink profile is essential for SEO success. While local directories are valuable, you can further strengthen your backlink profile by engaging in link-building activities. Building links with other local businesses, bloggers, and websites can significantly boost your SEO efforts.
Link-building involves manual outreach, such as contacting local bloggers or websites that profile or review businesses in your area. For instance, if you’re an HVAC company, you could offer to write a blog post on HVAC maintenance tips for a local publication, which would link back to your website.
While link-building can be time-consuming, it’s a vital process to establish your business as a local authority and enhance your website’s domain authority. By consistently building high-quality links, you can secure the top spot in Google search results for specific queries, particularly in local rankings.
Get Ahead With Local SEO
Incorporating these local SEO strategies into your contractor business’s digital marketing efforts can lead to substantial improvements in your online visibility and competitiveness. Even small changes can yield significant results in local search rankings. If you require assistance with more technical aspects of local SEO or wish to maximize your SEO performance, consider partnering with a dedicated digital marketing agency.
427 Digital Marketing is a full-service agency specializing in SEO for general contractors and construction companies. Our track record includes an average of 175% SEO traffic increase and a 35% conversion rate improvement for our clients. Contact us today to elevate your local SEO performance and secure a dominant position in your local market. Let us help you climb the search engine ladder and rank higher on Google with proven SEO solutions.
