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When you want to get consistent leads for your website, organic traffic is the way to go. Contractors can use search engine optimization (SEO) to improve their rankings in search engine results pages (SERPs).

Using SEO involves optimizing your website design and content, implementing keywords, and enhancing your user experience, so search engines like Google associate your brand with specific keywords. 

As a result, your website can increase your brand awareness and generate more leads at a reasonable cost. Follow our guide to enhance your marketing strategy!

Benefits of SEO optimization

Optimizing your SEO allows your contracting company to:

  • Save on marketing: Lower your marketing costs with organic marketing. Use the best SEO techniques to improve your site’s authority and traffic over time. 
  • Increase brand awareness: Boost your brand’s recognition when you optimize your website content with relevant keywords. Publish engaging content such as blog posts, infographics, videos, and podcasts. 
  • Increase return on investment (ROI): Stay competitive with the latest SEO strategies. See a return on investment with a boost in phone calls, quote requests, and booked contracting services. 

Steps to implement SEO for contractors

Follow these steps to optimize your contracting company’s SEO:

1. Create a Google Business profile


Google Business profile welcome page

Start by creating a free Google Business profile online. The account lets people find your storefront or service area on Google Search and Maps. 

After claiming and verifying your account, you should indicate your business name, address, and phone number (NAP) with your store hours. Personalize your profile with photos and posts, so potential customers can learn more.

2. Ask customers to submit reviews

Customer reviews have the power to draw more people to your website. These positive reviews build trust in your brand and services. 

Positive customer reviews can also improve your rankings on Google, sending even more people to your site. Be sure to respond to these reviews — this is an important way to show potential leads you engage with your customers.

3. Build a user-friendly website

Make your website accessible on smartphones, tablets, and desktop computers. Ensure the user-friendly pages are responsive and provide a fast loading speed. 

Display your company’s contact information. Make the phone numbers and email addresses clickable, so customers can easily get in touch with you.

Provide excellent website navigation, so customers can quickly find what they’re looking for. Enjoy reducing bounce rates, increasing dwell time, and boosting engagement levels. 

4. Research relevant keywords

To appear in the search results on the first page of Google, you’ll have to rank for the keywords your target audience searches. Start by brainstorming relevant topics your target audience would look up on search engines.

For example, a contractor’s target audience may look for information about home improvements, remodeling projects, or construction services. 

Turn these topics into longer keyword phrases with three to five words. Some examples include “home improvement contractors,” “kitchen remodeling contractors,” and “construction services near me.”

Want to know which keyword phrases will have the most impact? Use SEO tools to research their relevance, search volume, and difficulty level. Then, make tailored content that’ll interest your target audience. 

5. Strategize your on-page SEO source code example

To attract targeted traffic organically, you should optimize your web pages for the keywords you researched. Incorporate those keywords in relevant places, including URLs, title tags, subheadings, anchor text, meta descriptions, and alt texts.

Sprinkle those keyword phrases throughout your content naturally. Ensure the first and last 100 words of your content include relevant phrases as well. 

When you use on-page SEO properly, search engines consider your page relevant to user search queries. As a result, you’ll improve your ranking. 

6. Start link building

Drive traffic to your website with high-quality backlinks. Have reputable sources link to your page, so search engines view your pages as reliable and valuable.

Aim to get backlinks from leading home improvement blogs, trade organizations, community organizations, charities, and local news outlets to enhance your website’s credibility. 

You can collaborate with local partners, subcontractors, or suppliers to strengthen your online presence. 

7. Measure your progress

Evaluate how much organic traffic a keyword provides for your website. Monitor your keyword rankings with Google Analytics. Look at the number of page visits, time a user spends on a page, and actions performed on the page. 

Track the conversion rates to see how many users visit your website and follow the actions to sign up for a newsletter, request a free demo, purchase a product, or request a service.

8. Adjust your strategy

Continue to use on-page SEO, technical SEO, off-page SEO, and local SEO to improve your online visibility. Repeat your keyword research, optimize your on-page elements, build high-quality links, enhance your page loading speed, and ensure mobile compatibility.

Stay up-to-date with industry trends and algorithm changes so you can modify your marketing campaigns as needed. 

9. Work with SEO experts

Save time when you hire marketing professionals to lead and manage your campaign. Have peace of mind when experts create a custom plan to attract leads, grow your revenue, and achieve your goals. 

Focus on your business operations while a team handles your keyword search and optimizations, website audits, Google Analytics setup, competitor analysis and monitoring, content promotion, ongoing reporting, and updates. 

Enhance your SEO strategies with help from

Want to have experts handle your SEO strategy? Explore our SEO services for contracting businesses. is powered by WebFX, a team of over 500 marketing strategists with the expertise to provide you with full-service marketing solutions. To learn more and get a custom quote, contact our team today!

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