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SEO for General Contractors: An Ultimate Guide

Home services marketing | August 6, 2023 | Oluwadunmola Adefioye

SEO for general contractors

If you are a general contractor, you know how important it is to attract new customers and generate a steady stream of high-quality leads for your business. But how do you stand out from the competition and get found by potential clients online? The answer is SEO, which stands for Search Engine Optimization.

An SEO strategy improves your website’s visibility and relevance in search engines like Google, Bing, and Yahoo. SEO can help you reach more people looking for your services, increase brand awareness, and grow revenue.

But SEO campaigns are not a one-time thing. They require continuous effort and techniques to keep up with the changing search engine algorithms and user behavior. That’s why we have created this ultimate guide to SEO for general contractors.

How We Do SEO for General Contractors

Optimizing your general contractor website can be achieved if you follow the due procedures. Let’s work you through our list of integral SEO practices, such as creating a list of potential keywords, local SEO, and website optimization that can positively impact your contractor business.

SEO keywords are words and phrases that users type into search engines when they are looking for information, products, or services related to your general contracting company or the construction industry in general. You can rank higher on search engine results pages (SERPs) and increase your visibility and traffic by using the right keywords.

Choosing good SEO keywords for contractor business owners is not a one-time task but an ongoing process that requires research, analysis, testing, and refinement. Doing so can improve your SEO for general contractors and grow your online visibility and business.

To choose good SEO keywords, you need to consider several factors, such as:

This has to do with the user intent or the purpose behind a query on Google or other search engines. For example, some users may want to learn more about a topic (informational intent), while others may want to compare different options or make a purchase (transactional intent). 

This is the number of times a keyword is searched for in a given period. Generally, you want to target keywords with high search volumes, which indicate high demand and interest in your niche. 

However, you must also consider the competition and ranking difficulty for those keywords. Sometimes, it may be better to target long-tail keywords, which are more specific and less competitive but have lower search volumes.

Local SEO strategies can help you reach more potential customers searching for construction service providers in your area. With 93% of ideal customers looking for local businesses, you can rank higher in the local pack (The section of Google’s SERPs showing local businesses on a map). To do local SEO for contractors, you need to do the following:

google my business directory

A Google Business Profile is a free tool that helps you showcase your business on Google. It allows you to display important information about your business, such as your name, address, phone number, etc. More importantly, it boosts your search engine rankings in your locale.

Local keyword searches involve your business location, such as your city, county, or neighborhood. Using local keywords in your web page metadata, URL, headers, and content increases your chance of ranking higher on search engines for local online searchers. 

One of the best ways to promote your general contracting business online is to get listed on relevant local business directories and review sites, considering that 9 out of 10 purchases are made after users check the online reviews.

These platforms can help you reach ideal customers looking for contractor services in your area.

Your track record in these business directories helps boost your online reputation and visibility. Some of the most popular and effective sites for your construction company are HomeAdvisor, Angie’s List, Houzz, Thumbtack, and Yelp.

Your web pages should provide valuable and relevant information that answers the questions and solves your potential customers’ problems. Your fresh content – significantly blog posts – should be well-written, engaging, and informative, and it should include clear headings, subheadings, bullet points, images, and videos to make it easier to read and understand.

Creating web pages for each contractor service demonstrates your expertise and professionalism to potential clients who visit your website. It is effective because potential customers don’t have to sort through needless information to get what they want.

Setting up separate web pages for each contractor service you offer can boost your SEO ranking potential. This makes your brand more visible to potential clients through the SERPs, and you can generate more SEO leads.

On the other hand, creating content centered around your different general contractor services can also work. This is one of the potent techniques that works in SEO for home service

This is the specific type of service or product that you offer as a general contractor that gives you a competitive advantage. You need to choose relevant and exact keywords for your business, as they will help you attract qualified leads and customers looking for what you offer. 

You must also differentiate yourself from your competitors by highlighting your unique selling proposition (USP) and value proposition.

By optimizing your website for relevant keywords, creating valuable content, and earning backlinks from other reputable sites, you can boost your ranking on search engines and increase your online reputation. This way, you can showcase your expertise, portfolio, and value proposition to your target audience. 

On-page SEO involves making your web pages more relevant and user-friendly for search engine crawlers and visiting customers. It is one of the most crucial home service digital marketing strategies for boosting search rankings in the search engine results pages (SERPs) for your contracting services. Some of the critical elements of On-Page SEO are:

mobile friendly websites

Your general contractor website should be responsive and easy to navigate on any device, especially mobile phones. This will improve your user experience and signal search engines that your website is trustworthy and reliable.

An effective SEO strategy is about ranking high on search engines and providing a seamless user experience to your visitors. Search engines favor fast, easy-to-navigate websites and are responsive to different devices and screen sizes.

By improving these aspects of your website, you can enhance your visitors’ user experience and satisfaction, improving your ranking and retention. Websites with better user experience get 400% higher conversion rates, making it a way to impress your potential clients with your professionalism and quality. 

The simplest way to improve your contractor website’s user experience is to ask for feedback from visitors. Plan your website iteration around what they want. 

By hiring a general contractor SEO service, you can ensure that your website meets the best practices and standards of user experience.

You should use long-tail keywords that match the intent and needs of your target audience. Long-tail keywords are more specific and less competitive than generic keywords, and they can help you rank higher for niche topics related to your contracting services. For example, instead of “general contractor” as a keyword, you could use “general contractor for kitchen remodeling in Seattle.”

Creating a clear internal linking structure is an important content marketing strategy for general contractors who want to improve their link-building, off-page SEO, and organic ranking. Internal links are links that point from one page of your website to another page of your website. They help users navigate your site and find relevant content.

They also help search engines crawl and index your site and understand the structure and hierarchy of your pages. By creating internal links that use descriptive anchor texts, you can signal to search engines what each page is about and how it relates to other pages. 

An adequately structured internal linking system boosts authority and relevance for your target keywords and increases your chances of ranking higher on search engine results pages (SERPs). Additionally, internal links can help you distribute link equity from authoritative websites that link to your site and pass it to other pages that need more exposure and visibility.

General Contractor SEO Best Practices

By following these SEO best practices, you can increase your chances of ranking higher for keywords and phrases your prospective customers are searching for. Some of the best practices are:

One of the best ways to improve your contractor website is to perform frequent SEO audits and monitor its performance using analytics tools. Analytics tools can help you measure how much qualified traffic you are getting, where they are coming from, and what actions they take on your site. 

One of the most popular and powerful analytics tools is the Google Search Console (GSC), which can provide valuable insights into your website’s performance and user behavior.

Social media is a great marketing channel for contractors and a powerful tool for boosting your SEO. Creating and sharing engaging content on social media platforms can increase your online presence and brand awareness, drive more traffic to your website, and generate more leads and conversions.

You can also use your social media channels to collect online reviews from satisfied customers, improving your reputation and trustworthiness. Using the social media marketing funnel can help you reach more potential customers and grow your contractor business.


Local SEO for contractors primarily helps you rank higher on search engines for local searches. This can bring more visibility, traffic, and leads to their websites and increase their credibility and reputation in their area. 

The best practices for creating engaging content for your audience include knowing your audience well, using clear and concise language they understand, and using a variety of formats and media to deliver your content.


In conclusion, SEO for general contractors is a vital part of any digital marketing efforts. Its long-term benefits make it the perfect marketing setup for General Contractors. However, simultaneous execution of the SEO best practices (on-page SEO, quality content, unique value proposition, etc.) is the key to maintaining and improving your website’s search appearance chances. 

Doing the tips listed in the write-up above can be overwhelming, so we recommend hiring an SEO company to help ease the burden. Knowing the proper criteria for your SEO website enables you to manage your SEO marketing expectations and results.

Do you want to work with us?

We are an experienced digital marketing agency with tailor-made solutions for our clients. We help home service businesses and general contractors handle lead generation, website optimization, and digital marketing needs. Talk to our experts today to start holistic marketing for your general contractor business.

Oluwadunmola Adefioye
Content Manager at Klutch Growth

I enjoy writing engaging and practical articles that help local businesses grow. That’s why I take my time to understand the industry - customers and businesses - before writing a word.

Aside from content marketing, I enjoy watching football and love my beloved Arsenal FC.

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