Local SEO For Contractors: How-To Rank Locally In 2019

Local SEO For Contractors-How To Rank Locally in 2019

This guide covers everything you need to know about Local SEO For Contractors!

So, if you want your contracting company to show up in Google’s map pack and local organic search results… then this guide is for you.

Local SEO For Contractors-How-To Rank Locally In 2019

92% of searchers will only pick businesses on the first page of local search results. Source

Believe it or not, Google wants your contracting business to enjoy the benefits of local SEO

I created this guide to help you do just that!

What is Local SEO for Contractors?

Local SEO (Local Search Engine Optimization) is an incredibly effective way to market your local business online.

Local SEO for contractors will help promote your services to local customers at the exact time they’re looking for them online.

Google wants to deliver the most relevant local results to users.

To do that, Google relies on signals from Google My Business, Citations, Local Backlinks, Social Signals, On-Page Optimizations, Proximity to the searcher, and more. 

What are Local SERPs?

Local SERPs or “Local Search Engine Results Pages” are Google’s search results for local searches.

The aim of Local SEO is to get your business to show up in Google’s Local 3 Pack (Map Pack) and the localized organic search results.

Google Map Pack & Organic Results

In local search results, 28-32% of clicks go to the local “map pack,” and 44-51% go to the organic results.

In fact, BrightLocal studied Local Services Ads (LSA’s) to find out how they impact click-through rates. 

What they found wasn’t very surprising.

Whether the LSA’s were present or not, most searchers prefer the map pack and organic results.

So… what’s my point?

The majority of searchers IGNORE Ads!

LSA & PPC Ads get 25-percent of clicks

Instead of the Ads, most searchers prefer to go with either the Local Map Pack or Localized Organic Search Results.

Users prefer organic results over Ads

Search Engine Results Pages aren’t the only place affected by local SEO. 

Local SEO also affects Google Maps:

Google Maps search for "Contractor Scottsdale Arizona"

Mobile Search Results are also significantly impacted by Local SEO:

Local Mobile search results on Google

Google uses the GPS in your phone to identify your location in order to return the most relevant results in the local area.

What Influences Local SEO For Contractors?

According to Moz’s local SEO study, the map pack and organic results are influenced by different factors.

Map Pack Ranking Factors:

Local Pack/Finder Ranking Factors

At 25% Google My Business is the most important local map pack ranking factor.

Following closely behind are: Links, On-Page, Citation, and Review Signals.

Localized Organic Ranking Factors:

Local Organic Ranking Factors

Coming in at 28%, Link Signals are the most important ranking factor of the organic results. 

Keyword Research For Contractor Local SEO

Keyword Research For Contractor Local SEO

Just like with conventional SEO, keyword research is critical in local SEO for contractors. 

I’m sure you know your business inside and out.

What words or phrases are people likely to enter when they need the products or services you offer? 

  • “Contractor Near Me”
  • “Contracting Services Near Me”
  • “Contracting Company Near Me”
  • “Contractors in [City Name]”
  • “Remodeling Contractor in [City Name]”
  • “Outdoor Living Contractor in [City Name]”

1. Find Industry-Specific Keywords

What will people type into search engines to find your business?

Put yourself in your customers’ shoes

Come up with a list of 20-50 keywords and phrases.

Below are some examples: : 

  • Contractor
  • Kitchen Remodel
  • Exterior Construction
  • Outdoor Living Space
  • Contracting Service
  • Outdoor Kitchens
  • Contracting Estimates

2. Find Keyword Modifiers

Keyword modifiers are adjectives, adverbs, and any other words that people add to their main search query in order to get more relevant and specific results.

Adding keyword modifiers to your main keywords will produce long-tail keywords.

Let’s say your main keyword is “Kitchen Remodel.” 

In the long tail keyword “Best Kitchen Remodel in Phoenix, AZ.

The keyword modifiers are:

  • Best
  • In Phoenix, AZ

Here’s another example:

Let’s say your main keyword is “Residential Building Contractor.” 

In the long-tail keyword “Cheapest Residential Building Contractor Near Me.” 

The keyword modifiers are:

  • Cheapest
  • Near Me

3. Find Local Keywords

Local keywords often include a location like, “Remodeling Contractor Phoenix.”

What are your service areas?

Include those cities, towns, counties, etc. in the content on your website and blog posts.

The following are examples of localized keywords:

  • Greater Phoenix Kitchen Remodel 
  • Scottsdale Home Remodeling Contractor
  • Exterior Construction Contractor Scottsdale
  • Commercial Contractor Central Phoenix
  • Paradise Valley Outdoor Construction Contractor

Use SEMRush to Find Local Keywords

In SEMRush, type in a keyword > enter your location. 

SEMRush-Type Keyword & Choose Location

You can see how difficult the keyword would be to rank for, their monthly search volume, and search trends of individual keywords.

SEMRush-Related Keyword Suggestions

Although SEMRush isn’t the most user-friendly at first, once you get some practice with it, it’s great. 

The initial keyword results are “Broad Match Keywords.”

You can switch to: “Phrase Match,” “Exact Match,” and “Related” keywords.

SEMRush-Exact Match Keywords

To filter your list of keyword suggestions: Click > “Advanced Filters.”

SEMRush-Advanced Filters

Click on “Questions” to see a list of questions that include your keyword.

SEMRush-Questions

Keyword research for contracting local SEO isn’t much different from keyword research for conventional Contractor SEO.

Voice Search Keywords For Local SEO

Voice Search is HUGE right now!

And it keeps getting bigger.

By 2020, 50 percent of all searches will be voice searches. Source

Voice Search Keywords for Contractors

Most people have used voice search in one form or another. 

It’s not surprising seeing as we’re surrounded by Siri, Google Assistant, Amazon Alexa and Google Home. 

So… why does voice search matter in local SEO for contractors?

The hands-free nature of voice search means it’s perfect local searches.

For a lot of people, typing on their smartphone is a hindrance.

More than half of respondents in one survey stated they use voice search so they “don’t have to type.” Source

It’s easier to say, “Hey Google, find a home remodeling contractor near me,” or “Hey Alexa, find an outdoor construction contractor near me” than it is to type.

It’s no surprise local queries based on conversational voice searches have been on the rise.

Voice Search Impacts Local SEO For Contractors

Not too long ago, if you wanted to find a Contractor in Phoenix, Arizona, you’d Google something like:

Google search-”Outdoor Kitchen Contractor Phoenix, Arizona”

As the devices we use to perform searches have evolved, so has the way we conduct local searches.

The ubiquity of smartphones and voice assistants has led to an explosion in  “___ Near Me” searches. 

Mobile “Near Me” Searches Have Grown 500 Percent

 Mobile voice-related searches are 3X more likely to be local-based than text-related searches. Source

This means you NEED to optimize around terms that voice searchers use.

For example, I live in Phoenix, AZ. Let’s say I just bought my dream house, but I can’t live without an outdoor kitchen.

As a tech-obsessed millennial, I don’t like to type. 

It makes my delicate fingers ache. 🙂

Instead, I use my voice to search: “Hey Google, find an Outdoor Kitchen Contractor Near Me”.

Instantly, I have a list of Outdoor Kitchen Contractors in Phoenix: 

Voice Search-”Hey Google, Find an Outdoor Kitchen Contractor Near Me”

Businesses that are properly optimized for these types of hyper-local searches will rank best. 

Google My Business For Contractors

If you could only do ONE thing for local SEO, it should be this!

Google My Business is the most important listing for your business online.

What Is “Google My Business”?

Google My Business (GMB) is a free, easy-to-use tool that helps businesses manage their online presence and appearance in Google Search and Google Maps.

If you’ve ever searched for a business’ name, you’ve likely seen the “knowledge panel,” a card containing information about local businesses.

For searches performed on a desktop it’s displayed to the right of the organic and paid search results like this:

What is Google My Business-Knowledge Panel

On mobile, it will often be the top result before the organic results.

Why Should I Care About Google My Business?

The benefits of Google My Business are threefold:

  • Increased visibility in local search
  • Better experience for customers
  • More traffic to your website, social channels, and front door

An optimized Google My Business page helps Google understand more about your business: who you are, what services/products you sell, where you’re located, and what your website is.

The more Google knows about you, the more searches your business can appear in. 

How To Sign Up For Google My Business 

If you’re on a desktop or laptop, go to Google My Business > Click “Manage Now” and follow the prompts.

The images below are screenshots of the Google My Business iPhone App sign up process.

Google My Business-iPhone App

Step 1 – Enter the name of your contracting business.

Google My Business-Step 1-What's the name of your business?

Step 2 – As a service area business, you travel to your customers.

Therefore, it stands to reason that you don’t have a store or office that customers can visit.

Regardless, I suggest choosing “Yes” for this step. 

In my experience, Google favors businesses that display their address.

Google My Business-Step 2-Add location customers can visit?

Step 3 – Most contractors have a service area… Assuming you do, say “Yes.”

Google My Business-Step 3-Do you serve customers outside this location?

Step 4 – Enter your contracting company’s address.

Google My Business-Step 4-Enter contracting companies address

Step 5 – Add your contracting company’s service areas.

Google My Business-Step 5-Add Service Area Locations

Step 6 – Choose the category (i.e. General Contractor) that best fits your business.

Once your account is verified, you can add additional categories.

Google My Business-Step 6-Choose Category (i.e. Remodeling Contractor)

Step 7 – Enter the contact details that you want Google to show customers in the map pack and the knowledge panel.

Google My Business-Step 7-What contact details do you want to show to customers?

Step 8 – Click “Finish” and Google will send you a postcard with a verification code that you’ll use to complete the signup process.

Google My Business-Step 8-Finish and Verify this business

Optimize Your Google My Business Listing

Once you’ve verified your Google My Business listing, go through your profile and make sure it’s fully completed. 

When filling out your Google My Business listing remember to incorporate keywords that are relevant to whatever type of contracting you do.

Include descriptions of the services you offer and provide answers to any questions Google asks about your business.

To help differentiate your business from all the other contractors, use videos in your listing. 

Google My Business – “Posts” For Contractors

The “Posts” feature in Google My Business is similar to social media. 

Use “GMB Posts” to promote your products and services. 

Google My Business-Posts Feature-What types of posts can you create?

What types of Posts can you create?

1) What’s New – Standard Post Type with Image/Text/Button
2) Product – Posts that emphasize a specific product your business sells.
3) Offer – Create an offer with image, title, start/end dates, coupon code, a link, and T&C.
4) Event – Create an event with an image, text, title, start/end dates, and CTA Button

Google My Business – “Question & Answers”

Google My Business enables you to interact with prospective customers via “Questions and Answers.

Google My Business-Questions & Answers

Customers are able to interact with you and get answers to their questions without feeling any obligation to do business with you.

The customers’ question & your answer is then available in your business’ knowledge panel.

Citations For Contractor Local SEO

Citations play a major role in local SEO for contractors. 

According to Myles Anderson, inconsistent citations is the #1 issue affecting local SEO for small businesses.

What Is A Local Citation?

A local citation is any online mention of the  “N.A.P.” (Name, Address, Phone Number), for a local business. 

Citations can occur on local business directories, on websites and apps, and on social platforms. 

Not only do citations help users discover local businesses, but they also impact local search engine rankings. 

Citations are any mentions of your contracting company online. 

They are commonly referred to as and come in two forms:

  • Structured Citations: Yelp, Angie’s List, Home-Advisor, Foursquare, Facebook, etc.
  • Unstructured Citations: A mention of your business in a blog post, news article, etc. 
There are two types of Local Citations: Structured & Unstructured

Why Are Citations Important For Contractors?

The two primary reasons why citations are important in local SEO for contractors are:

1) Google – Search engines like Google amass data about each business. 

If what they encounter is accurate, the search engine trusts the validity of the data, which is believed to strengthen the business’ chance of ranking well. 

However, if the data search engines encounter is inconsistent, this trust is eroded, lessening ranking opportunities.

2) Customers – Accurate citations help people discover local businesses, which can result in web, phone, and foot traffic, ideally resulting in a transaction. Inaccurate citations, however, can misdirect customers, leading to a loss of reputation and revenue.

NAP Consistency

Make sure when adding new local/niche citations that your NAP is EXACTLY as it appears on your Google My Business listing.

NAP Consistency Affects Local SEO Rankings

Local citations help Google locate your contracting company based on the number of local citations that show the correct NAP information. 

The more consistent local citations Google sees, the more it’s going to trust your business information.

Check Your NAP Consistency

You can check your NAP consistency with Moz Local.

Moz Local Citation Checking Tool

Moz Local is a Free tool that can check for incomplete, inconsistent, and duplicate listings across the web.

Moz Local Citation Check Results

The results provided by Moz local consists of the top indexing platforms such as Google Search, Google Maps, Facebook, Yelp, Bing, etc.

Moz Local Citation Improvement Recommendations

How Many Citations Do Contractors Need to Rank?

According to BrightLocal, construction and contracting businesses have on average 64 citations

The median number of citations is 98.

How many citations do Contractors need to rank?

There is a strong correlation between the number of citations a business has, and how high it appears in Google’s search results. Construction & Contracting businesses that rank in positions 1-3 have an average of 73 citations.  Source

Correlation between Number of Citations and Local Rankings

How To Build Citations For Contractors

When building out local citations for your contracting company, make sure that you’re filling out the profiles completely. 

Consistency is key! Be sure to enter the SAME information in each profile.

The lists below are of the top citations for contractors:

Moz’s List of Top Citations For Contractors

Moz’s List of Top Citations For Contractors

WhiteSpark’s List of Best Citations For Contractors 

WhiteSpark’s List of Best Citations for Contractors

The following lists show the top citations for contractors in Phoenix, Arizona. 

Top Local Citations By City (Moz)

Moz’s List of Top Local Citations For Contractors in Phoenix, Arizona

Best Local Citations By City – Phoenix, Arizona (Whitespark)

WhiteSpark’s List of Best Citations for Contractors in Phoenix, Arizona

Website Localization For Contractors

Website localization for contractors involves optimizing your website and content for the keywords and service areas that you identified earlier.

Deliver a Positive User Experience

Your website is often the FIRST impression people will have of your contracting company.

Make sure it’s a good one.

Google looks at how users interact with your website.

When users stick around and consume your content, “Dwell Time,”  Google rewards you with better rankings.

User-Friendly Website Can Help With Local SEO

Your website is like a  24/7 salesman that helps customers to get in touch with you, request an estimate, or schedule you for contracting services.

Regardless of specialty, contractors face immense competition online. 

With so much competition, contractor websites are a dime-a-dozen.

Therefore, you need to do everything possible to ensure that when users arrive on your site, they stay!.

What Is Dwell Time?

Dwell Time refers to how long a user spends on a page from the search results before returning to the SERP (Search Engine Results Page). 

Let’s illustrate this with an example.

Say a potential customer enters “Contractors Near Me” on Google and clicks “Search.” 

Google Search For “Contractors Near Me”

The business at the top of the Map Pack looks good.

So they click on it.

Click on First Result in Map Pack

But when they arrive on that contractor’s website, they discover that it’s NOT user-friendly.

The content isn’t helpful, and the website is slow.

Website not user-friendly = The Content isn't helpful & it's PageSpeed is Slow

Frustrated with your slow website, after 8 seconds, they click back to the search results.

After 8 seconds - they click back to the search results

Their Dwell Time was 8 seconds.

That short dwell time makes it clear that the user wasn’t satisfied with that result. 

The user notices that the 2nd contractor only has 2 review stars.

User Ignores Second Contractor in Map Pack Because of Bad Reviews

They skip to the 3rd contractor in the map pack and click on it.

User Clicks on Third Contractor in Map Pack

This time, the website is fast, easy to navigate, and the content is helpful. 

In other words, the website is user-friendly.

Website is user-friendly = Content is helpful and PageSpeed is Fast

This time, they spend 5 minutes and 44 seconds reading the content… then click back to the results. 

5 Minutes 44 Seconds spent reading all the content

The long dwell time is indicative of a positive user experience.

As people continue spending a long time on the page, Google will boost its rankings. 

Long Dwell-Time from a lot of users = Rankings Boost

How To Improve User Experience

By making your website SEO-friendly, you’ll also be improving the areas that negatively affect user experience.

If your website is difficult to use, visitors will NOT stick around.

Mobile-Friendly Web-Design For Contractors

Mobile has changed the world. 

Today, everyone has smartphones with them, constantly communicating and looking for information. 

In fact, 62% of traffic now comes from smartphones and tablets.

Mobile-Friendly Web Design For Contractors

Having a mobile-friendly website is a critical part of your contracting company’s online presence.

If you haven’t made your website mobile-friendly, you should. 

The majority of users coming to your site are likely to be using a mobile device.

69% of smartphone users also say that they are more likely to buy from companies with mobile sites that easily address their questions or concerns. Source

Ensuring that your website is mobile-friendly will improve the user experience.

Mobile-Friendly Website offers a better user experience

Avoid the following mistakes when optimizing your site for mobile. 

  • Text that is unreadable or pictures that are indecipherable without zooming or scrolling
  • Tap-targets that are inadequately spaced
  • Unplayable content

Use Google’s “Mobile-Friendly Test” to check your site’s mobile-friendliness

Google’s Mobile-Friendly Test For Contractors

The tool will tell you if the webpage you tested is mobile-friendly and what needs to be fixed to improve it’s mobile-friendliness.

Another option is to head to Google Search Console:

On the left click > “Mobile Usability.”

Google Search Console Menu-Mobile Usability

It will tell you if Google considers any pages to offer a bad mobile user experience:

Google Search Console - Mobile Usability Report

Optimize Your Website For Speed

People don’t like waiting around for a webpage to load.

Mobile PageSpeed Optimizations

Google wants to deliver high-quality and valuable content to searchers.

Even if your site is full of great content, if it takes too long to load, no one will stick around long enough to discover it.

In fact, PageSpeed is a direct ranking signal.

Which is why you need to make sure that your web pages are built for speed.

Just as with mobile-friendliness, Google provides tools for testing your site’s speed.

Local On-Page SEO For Contractors

Most on-page SEO best practices still apply when it comes to local SEO:

  • Contracting Keyword + Location in Page Title (Title Tag)
  • Contracting Keyword + Location in H1, H2’s, H3’s, etc.
  • Local SEO-Friendly URL
  • Contracting Keyword within first 150 Words
  • Contracting Keyword + Location in Meta Description
  • Contracting Keyword + Location in Image Alt Text
  • LSI Keywords Throughout Content
Local On-Page SEO Optimizations For Contractors

Set-Up & Optimize Service Area Pages

If you want to rank in Google’s localized organic results outside of the city where your office is located, you’ll need to create “service area” or “city pages.” 

These are unique pages of content.

Each page should revolve around one city. 

Set Up and optimize "Service Area" Pages

For example, the URL of your service area pages could look like this:

  • yourcontractingwebsite.com/phoenix-az
  • yourcontractingwebsite.com/tempe-az
  • yourcontractingwebsite.com/scottsdale-az
  • yourcontractingwebsite.com/chandler-az
  • yourcontractingwebsite.com/gilbert-az

Remember, it’s 2019… Google is smart. 

As tempting as it might be to copy the content over and over and just change out the city name.

Don’t.

It doesn’t work anymore. 

Each service area page needs to have unique and original content about your contracting company and the services you offer in that city. 

Service Area Pages on contracting website with unique content

Creating service area pages will allow your website to rank in multiple locations without requiring a physical presence.

Set Up Individual Service Pages For Each Service Area

To rank for relevant local searches in each service area, you’ll need individual pages for each service you offer in that service area.

Cramming every service you offer onto a single page forces users to spend time trying to locate the service they’re interested in.

Set up individual service pages for each service area

Create city-specific service pages such as “Phoenix Patio Covers,” and “Scottsdale Patio Covers,” etc. 

This will enable you to rank for each service, in each service area you work in. 

  • yourwebsite.com/phoenix-az/patio-covers
  • yourwebsite.com/phoenix-az/outdoor-kitchens
  • yourwebsite.com/phoenix-az/outdoor-living
  • yourwebsite.com/scottsdale-az/patio-covers
  • yourwebsite.com/scottsdale-az/outdoor-kitchens
  • yourwebsite.com/scottsdale-az/outdoor-living
  • yourwebsite.com/tuscon-az/patio-covers
  • yourwebsite.com/tuscon-az/outdoor-kitchens
  • yourwebsite.com/tuscon-az/outdoor-living

Keyword Placement

Keywords and LSI keywords need to be placed in specific areas of your webpages. 

Page Title – Include Contracting Keyword + Location

Page titles (title tags) are the most important part of on-page optimization

The page title (title tag) appears in the search results as the blue link above the URL and Meta-Description. 

Primary keyword and location in title tag

Keep your page titles between 50-65 characters.

This will help avoid them being truncated in the search results.

Below is an example of a locally optimized page title for a kitchen remodeling contractor in Phoenix, AZ.

Locally Optimized Title Tag, URL and Meta-description in SERPs

Meta Descriptions – Include Contracting Keyword + Location

Meta-Descriptions are the grey text under your title tag and URL in the search results.

Google bolds keywords in your meta-description, making them stand out in the SERPs.

Keywords in Meta-Description are made Bold in the search results

For pages that don’t have a meta-description setup, Google pulls content from the page. 

If you’re unsure what to write, perform a Google search for the keyword that you’re targeting.

Check out the meta-descriptions of the pages that are already ranking.

Meta-Description Best Practices for contractors

Local SEO-Friendly URL Structure

URLs appear in green and are sandwiched between the page title and meta-description in the search results.

Local SEO-Friendly URL VS. Non SEO-Friendly URL in Google Search Results

Google uses your URLs to help determine what your page is about.

Use Keyword+Location in URL

Use your keyword + location in your URL as the “Slug.” 

Local SEO-Friendly URL structure for Patio Covers in Phoenix, Arizona

In the screenshot below are several Google Chrome windows stacked so that just the URL is visible. 

The URLs are to the following pages on Cre8tive Digital Media:

Local SEO Service Page URLs

As you can see, each URL contains the keyword and city.

Each of the pages is ranking on the first page of Google’s local search results, and they show up in the local map pack.

Structure Your Content With Headings & Sub Headings

Headings and Subheadings should be used to structure your content in an informational hierarchy.

Local Keyword Optimized Headings & Sub-Headings

Remember to include your keyword, location, synonyms, and LSI keywords in your headings.

Schema Markup For Contractors

Adding schema to your website can increase organic click-through rates,  which means more website traffic.

What is Schema Markup?

Schema Markup for Contractors will help search engines like Google understand what web pages about.

With schema, search engines are able to identify location-based structured information such as:

  • Addresses
  • Dates of Events
  • Phone Numbers
  • And Other Information

This information is taken from your website and displayed in the search results as rich snippets, reviews, answer boxes, video carousels, etc.

Rich Snippets will help your contracting company stand out in the search results

Let’s say you just published a blog post on “DIY Outdoor Kitchen.”

Schema Markup for Contractors-DIY Outdoor Kitchen Article

Schema markup tells search engines:

  • “The project takes 20 hours”
  • “These are the tools required”
  • “This is a Picture of the finished project”

Hopefully, Google will show off this data in the search results as a Rich Snippet:

Rich Snippet from contractor blog article In Google SERPs

If you want to learn more about schema, check out Google’s Structured Data Guidelines.

What Are The Benefits Of Schema Markup For Contractors?

Schema markup help to increase the following:

  • Click-Through Rate: More users clicking on your site
  • Organic Visibility: Increased visibility in local organic results & map pack
  • Traffic Relevance: Better quality traffic means a higher potential for conversions

Schema Markup for contractors will help search engines display additional information in search results. 

What are the benefits of Schema Markup for Contractors?

Rich Snippets For Contractors

Below are some examples of “Rich Snippets” in the search results. 

Reviews

Review markup enables Google to display Aggregate Review Rating in the search results. 

Aggregate Review Rating In SERPS

Organization

Helps Google understand important information about an organization (business), including address, logo and contact information.

Lowes Home Improvement-Organization Rich Snippet

Video

Search engines can’t ‘Watch’ videos… Yet.

That’s where video markup comes in.

Video markup will help search engines understand what your video content is all about.

Video Rich Snippet in SERPs

To find out more about Schema Markup for contractors visit https://schema.org/HomeAndConstructionBusiness

Testing Your Site’s Schema Markup

Once you’ve marked up your content, you should test your site’s schema markup to ensure it’s implemented properly.

Google can help with that. 

Use Google’s “Structured Data Testing Tool” to test your site’s schema markup. 

To test a webpage, enter the URL > Click “Run Test.”

Google Structured Data Testing Tool

On the left is the HTML code of the webpage.

On the right, is a list of the structured data present on the page.

Structured Data Test Results

You can clearly see any Errors and/or warnings.

Structured Data Errors & Warnings

How To Add Schema Markup To Your Contracting Website

There are a number of options for implementing schema markup on your contracting website.

I suggest using the “Schema Pro” plugin by BrainStormForce

Schema Pro By BrainStormForce

The plugin makes it easy to implement schema markup on your website.

Embed A Google Map On Your Contracting Website

Embedding a Google Map on a webpage helps Google understand your location and increases that pages relevance for a particular locality.

Google Map Embed in Website Footer

I suggest embedding a Google Map on your:

  • Contact Us Page
  • Service Area Pages

Display Awards & Certifications Prominently

Has your business been recognized by trusted and reputable organizations?

Incorporate it into your website.

Industry-Specific badges, as well as badges from prominent review sites, are great forms of social proof.

Industry-Specific Awards & Recognition on Contracting Website Homepage

Visitors are looking for signs of credibility. 

The logo of a well-known and trusted 3rd party will serve in establishing credibility.

This Phoenix Remodeling Contractor has the certifications and logos from their partners displayed prominently on their homepage.

Display Certifications & Affiliations on your homepage

Use Photos Throughout Your Website

Convey trustworthiness to prospective customers through photos or videos of you, or your employees.

This gives people a sense of what to expect when they hire your company. 

Below is a gallery from a contractors website of completed projects.

Showcase Recent Projects on your contracting website

High-quality photos are certainly a plus, but they aren’t necessary. 

The camera on your smartphone is plenty powerful.

Including a picture of you and your employees on your website can help increase customer trust.

The image below is from a contractor in Phoenix.

Picture of contracting company owner & family on

Use Videos Throughout Your Website

Video is likely the future of content marketing.

Plus, Google owns YouTube!

They want videos to show in the search results.

Pro-Remodeling of Tuscon, AZ has a number of videos on their homepage..

Pro-Remodeling has several Videos on their homepage

Generate New Leads With A Clear Call-To-Action (CTA)

Increasing your website traffic is great, but essentially meaningless if none of the visitors become leads. 

To generate new leads make it as easy as possible for people to get in touch with you. 

Include Clear Calls-To-Action (CTA)

Display your phone number as a clickable link clearly and prominently.

Visitors can simply tap your phone number to call.

Display Phone Number as a click-able link

Use clear CTAs to tell visitors what to do.

Do you want them to call you? Request a Quote? Schedule an Appointment? 

Use Clear Calls-To-Action on your contracting website

Display Reviews & Testimonials

Reviews are the single most powerful source of social proof you can display on your website. 

91% of 18-34 yr old consumers trust online reviews as much as a personal recommendation. Source

Including reviews from third-party websites will help establish trust and improve conversions.

Reviews displayed on Apex Contracting’s Homepage

Consumers rely on reviews, reading an average of 10 online reviews before feeling able to trust a local business.

Reviews

Acquiring reviews is one of the most important aspects of any Local SEO strategy.

Reviews of your contracting business will help boost your local ranking

They’re also critical to reputation management.

Bright Local estimates that: 

92% of consumers read online reviews and 68% state that positive reviews influence their feelings of trust in a business. Source

How Do Reviews Impact Local SEO For Contractors?

Reviews have a significant impact on local SEO for contractors. 

They are akin to word-of-mouth recommendations and are great for establishing trust and credibility.

How do reviews impact Local SEO For Contractors?

How To Get Reviews For Contractors

1. Send Follow-Up Emails Asking For Reviews 

After completing a job, send a thank you email and ask for a review. 

Include a link to your Google, Facebook, or Yelp.

2. Ask Customers In-Person For Reviews

The best time to ask for a review is in person, right after completing a project.

Give customers a card outlining the steps for leaving a review.

3. Tell Them To Search On Google: 

After your Google My Business listing is verified, your business will show up in the “Knowledge Panel” for branded searches.

Knowledge Panel “Write A Review”

The knowledge panel displays your business’ information and allows customers to leave reviews.

They just need to click on “Write A Review” and this box will pop up.

“Write a Review” Popup

Responding To Reviews

Responding to reviews is an essential part of local SEO for contractors.

The more reviews you respond to, the better.

Including the negative ones. 

You aren’t responding to negative reviews to win over the reviewer.

But rather, to win over anyone that reads your reviews. 

Contracting Company Responding To Google Review

Negative reviews present an opportunity to showcase your empathy and professionalism.

Local Off-Page SEO For Contractors

Local off-page SEO consists of building local backlinks and social media marketing.

The aim of local off-page SEO for contractors is to raise brand awareness, and increase the local relevance of your website.

What are Local Backlinks?

Local backlinks are links from other local websites that point to your website. 

What Are Local Backlinks?

Regular Backlink vs. Local Backlink? 

Local links differ from regular backlinks in that they are specific to a particular city.

With local SEO for contractors, backlinks from locally relevant websites are more important than backlinks from high-authority websites. 

Local Backlinks vs. Regular Backlinks

For example, a contractor in Phoenix, Arizona might have a link from a local Phoenix newspaper, a local contractors association, and a local blogger.

Those hyper-local backlinks provide more local SEO value than links from high-authority, non-local websites.

Why Is Local Link-Building Important For Contractors?

Most small business websites have few if any backlinks.

This means that it will only take a few relevant local backlinks to improve your ranking in local search. 

Hyper-Local Links Boost Local Rank

Building local backlinks will increase your website’s local relevance.

How To Build Local Backlinks For Contractors

Now that you have many service-area landing pages, you need to work to improve the PageRank of each of them.

1. Local Sponsorships

For a relatively small amount of money you sponsor a little league team, conference series, high school sports teams, charities, plays, races, etc. 

Most of these local organizations have a website and get news coverage leading to higher authority local websites. 

 Local Link Building For Contractors-Sponsorships

To find local sponsorship opportunities for your contracting company, you can use the following search operators on Google:

  • inurl:sponsors “City Name”
  • intitle:sponsors “City Name”
  • intext:sponsors “City Name”

Replace “City Name” with your town or city.

Google Search Operator-inurl:sponsors “Phoenix”

2. Host A Local Community Event

Hosting local events is a great way to build your brand. 

Anything from workshops to speaking events. 

Hosting an event is a great way to get people to know more about your contracting company in the community.

It’s also a great opportunity to get highly relevant local backlinks.

Host a community event to build local backlinks

Links from local events are beneficial because the links are:

  • Geo-Specific
  • Somewhat easily attainable
  • Can include NAP information
  • Diverse

For a detailed guide on how to execute local events, I recommend Moz’s guide.

3. Offer Local Discounts

Offer a discount on contracting services to whoever you want. 

Military, Teacher, Senior discounts are common but you can get creative & offer discounts to other groups as well. 

Offer Local Discounts - Local Link Building Strategy for Contractors

To find places that are already offering discounts, use the following search operators on Google. 

“City inurl:military, discount.” 

For example, to find discounts in Scottsdale I would search: “Scottsdale inurl:members, discount” or “Scottsdale inurl:discounts, list”. 

Using those search operators, I was able to find these opportunities:

  • https://www.offers.com/blog/post/military-discounts-guide/
  • https://scottsdalechamber.com/members/membership-information/
Using Google Search Operator: “City inurl:military, discount”

You can list your contracting company as a provider of these discounts.

You’ll be rewarded with a hyper-local backlink back to your site.

4. Business Associations

Links and citations from industry-specific business associations are not only valuable but also easy to get. 

Business associations like the Arizona Chamber Of Commerce provide a powerful and trustworthy backlink. 

Arizona Chamber of Commerce Website

Local backlinks from websites like the Chamber of Commerce send a strong relevancy signal that boosts your local ranking.

5. Attend or Host Local Meetups 

Attending or hosting Local meetups can be a great way to find highly relevant local backlink opportunities.

Attend Local Meetups or Offer to Host one

Local Meetups are also a great source of business connections.

Find a group that doesn’t have a place to host their meetup and offer them one. 

6. Create A Local Resource

This could be anything from a hyperlocal news site, sports coverage nightlife, etc. 

If you make a good resource, you should gain natural links & traffic from your area once people begin to find it (if you build it, they will come). 

Create a Local Resource Page to attract local backlinks

Localized Facebook ads can help speed awareness up.

7. Facebook “Like” Drive

This can get you a backlink from a local charity with a high-authority website.

The idea is to pledge money for every “Like” your Facebook page gets within an allotted time. 

Make sure you set a cap for the maximum amount to protect yourself like “up to $1,000.” Run the campaign for 30 days.

The more you promote it, the more “Likes” you’ll get. 

Facebook “Like” Drive by Contracting Company

To get the attention of the charity’s audience, “tag” their Facebook page when you announce it on your own page.

Write an announcement for the charity’s blog or simply asking them to link to you. 

8. Local Crowd Sourcing

Get a group of local influencers together and ask them their opinions on something community-related. 

Compile their responses into a blog post on your site.

Odds are, they will share and post your content on their social media channels without you even having to ask. 

Need Local SEO Services?

If your website is not showing up in local search results, you’re missing a big opportunity to grow your contracting business. 

Our Local SEO Services can help you fix that!

Now It’s Your Turn

So that brings us to the end of Local SEO For Contractors.

Now I’d like to turn it over to you: Which aspect of your Local SEO strategy will you focus on first?

Are you going to begin by setting up Google My Business? Or work on improving your website’s user experience?

Let me know by leaving a quick comment below right now!

To find out how Cre8tive Digital Media can help you to grow your contracting business, please Contact Us.

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