If you are a contractor or tradesman that services your local area, SEO needs to be the top strategy for marketing your business. The reason is simple. Most often, when someone needs work done on their home, the first thing they do is go Google. (Referrals are another place people start, but we’ll get into that in another post). Don’t miss out on all that search engine activity. Contractor SEO doesn’t need to be complicated. I have compiled 9 Simple Strategies that anyone can use.
9 Top Contractor SEO Strategies to improve your local rankings.
1. Know your keywords
This should always be your first step in any SEO strategy. What are people searching for that you want to be found for?
And how many other companies are ranking for those same keywords?
Is ranking for those keywords going to be easy or super competitive?
Will you be able to rank for them organically? Or do you need to combine with an ad strategy?
There are tons of good keyword and competitor research tools available to you. Use them.
Some of my favorites – Google Keywords tool, Alexa.com, and Spyfu.com
2. Create a separate page for each type of service you offer.
Many companies choose to have one Services page that lists all of the services they offer. A handyman may have a blurb about painting, a blurb about carpentry, a blurb about drywall, etc. all on their one page titled ‘Services.’
While this strategy works for describing your services to any potential clients, it is not the best strategy for Contractor SEO. Always create each page with search engine optimization in mind.
Here’s what you should do instead: If you’re a handyman, Create a page for Painting, a page for Carpentry, a page for Drywall, etc.
If you’re a roofer, create a page for Asphalt Shingles, a page for Ceramic Shingles, a page for Commercial Roofing, a page for Hail Damage, etc.
If you’re a flooring specialist, create a page for Tile, a page for Hardwood Floors, a page for Laminate Floors, etc.
You get the idea.
What this does is it allows you specifically keyword optimize each and every service you offer.
3. Have a blog
I know what you’re thinking: “A blog? I’m a contractor, not a writer!”
Don’t worry. Having a blog does not mean that you have to be verbose. There is a super simple way to do this (see point #4).
Having a blog allows you to not only showcase awesome work you’ve done, but to also keyword optimize each and every one of those jobs.
4. Post before and after pictures to your blog.
People love before & afters. HGTV and DIY Network are extremely profitable television networks and most of the content is home reno shows – with the before, a little bit of the work, and the big reveal. You may not have your own show, but your blog is your place to show off what you’ve done.
Here’s what you need to do: document all of the jobs you do. Take before, during, and after pictures. Take pictures of you working (yes, I’m telling you to take a selfie, if there’s no one else to do it for you, no duck lips required), of your employees and contractors working, and of course, of the job itself.
When you create the blog post, title it with something very functional, something that people might Google when they need that type of job done. Something like “Trex deck in Aurora, Colorado.”
Write an intro paragraph – this can be a little background on the homeowner, what they wanted, and why this was important to them.
Post some before pics.
Write another paragraph – this can be hiccups along the journey, what your company did differently from what other companies do, how much you enjoyed being there because their kid or dog was the cutest (bonus if you have a pic of the dog- probably don’t post pics of their kids without their permission 🙂 ), whatever.
See? This is easy. No awesome writing skills required. And your website should even have spell checker so you don’t even have to worry about being a bad speller – score!
Post some after pics.
Write a quick conclusion – what you loved about doing it, what you love about the design, the after, why you’re happy with the outcome, something on that order.
Go through and optimize your blog post for keywords.
5. Use a plugin to make sure you are doing a good job with your SEO (I love Yoast SEO for WordPress)
Even though I know what I’m doing when it comes to SEO, Yoast SEO is still my faithful sidekick. I tell it what keywords I want to be optimizing for, and it lets me know where I’ve gone awry.
Brilliance in a free plugin.
It allows you to customize things like your keyword, snippets to be shared on social media when your post is shared, it suggests breaking things up into headlines. It will all-around make your writing/blog post better.
6. Use the names of the city where you did the work in your blog (and throughout your website)
If you’re a contractor, odds are you want local jobs. If you want local jobs, you need to be able to rank for the keyword of the cities around you.
This is why I suggested in #3 Titling your blog post “Trex Deck in Aurora, Colorado.” This allows you to not only rank for Trex Deck, but also to rank for Aurora, Colorado.
Then, in a natural way, use the name of the city in your blog post writing as well.
Say something like, “We had the opportunity to work with this really friendly family in Aurora, Colorado. And we’re so glad we did. They wanted a custom pantry. . .”
See all the ways having a blog will help you rock your SEO? Blogs rock!
7. Have a Facebook Page
Facebook pages do an awesome job of ranking with search engines and they have the added benefit of linking back to your website (backlinks help your websites SEO!).
Make sure that your company has a Facebook page and that your description is really clear.
Describe the services you offer.
Describe what sets you apart from the competition.
Name what type of business you are such as handyman, plumber, roofer, general contractor, etc (duh!).
Make sure all of your contact information and hours are accurate.
Don’t forget to customize your Facebook page url. Facebook allows you to have facebook.com/nameofyourbusiness rather than just facebook.com/pages/387438734982309 or something equally as awkward.
8. Rock Out a Google Plus Page.
I know, I know. Google Plus? Who cares? Well, Google does!
So do it. Set up your Google Plus page, make sure all the information is filled out and your pictures are awesome. Include a picture of your logo.
9. Create a Google My Business Listing
This is such a no-brainer. It is hands-down the easiest way to get on the first page of Google. It takes virtually no time and costs absolutely nothing.
Go to https://www.google.com/business/ and get your business listed today.
Note: they will send you a physical post card to your physical address, in order to confirm that you are you and your address is your address. That card will have an authorization code. You will then go type that into your google business account and you’ll be ready to go live. This whole process usually takes about 2 weeks.