Your Practical Guide To Get More Clients in 2023

General Contractor SEO isn’t just about visibility – it’s about local dominance. Learn how local SEO can help your business stand out in the community.

Harness the power of tailored strategies and turn local searches into lucrative contracts.

Your blueprint for local market leadership awaits.

General Contractor SEO: Competitor Analysis

The fundamentals of competitor analysis involve understanding their strategies. Then, leverage those insights to improve your own SEO performance.

By analyzing your competitors, you can:

  • Uncover their successful strategies and duplicate those.
  • Take advantage of their weaknesses.
  • Measure your SEO performance against theirs.
  • Better understand the competitive environment you operate in.

SEO competitor analysis involves examining the following:

  • Keyword rankings
  • Backlinks
  • Content strategies
  • Conversion tactics.
SEMrush for keyword research.

Semrush is a great help in assessing your competitors. Here is a summary of the steps you need to take.

  • Identify your competitors. Find comparable companies whose sites rank high in search results.
  • Find keyword gaps. See what keywords you are missing.
  • Analyze your competition’s backlink profile. You may have to improve your website authority by acquiring more high-quality backlinks.
  • Assess competitor content. Evaluate the type and quality of their content as well as how often they publish new content.
  • Assess technical health. You may have to improve your technical SEO to be more competitive.
  • Compare on-page SEO. Consider best practices for URL structure, title tags, meta descriptions, headers, etc.
  • Consider competitor conversion tactics. For example, do they use paid ads?

Contracting Company Keyword Research

Search engine optimization helps you determine what terms your potential customers search for. And how competitive these terms are.  

SEO is achieved by obtaining the best results from the most accurate keyword analysis. By using the appropriate keywords, your search engine results can be improved. And as we all know, better rankings will increase traffic and sales.

Best SEO Tool for Keyword Research

The top keyword research solution is Semrush. Here’s why it’s recognized by SEO specialists:

Robust Keyword Repository
It boasts an expansive keyword database, ensuring comprehensive research.

Keyword Ranking Feasibility
Semrush provides a difficulty score for each keyword, making it easier for you to choose relevant and achievable ones.

Associated Keywords Exploration
Besides primary keywords, it provides related keywords and phrases that closely match. These are often possible long-tail alternatives.

In-depth SERP (Search Engine Results Page) Insights
Semrush offers a meticulous analysis of the SERP for every keyword.

Historical Search Metrics
Users gain access to past search volumes for keywords, offering a trend perspective.

Keyword Research Tool Integration
The keyword tools are integrated with other Semrush functions, such as:

  • Site evaluations
  • Link Analysis
  • Content proposals

Read our Semrush review and tutorial to learn more.

Free SEO Tools for Keyword Research

Google, often dubbed the “ultimate SEO guru,” offers invaluable keyword suggestions.

For instance, when someone searches for “best general contractor in Houston, TX,” Google presents relevant long-tail keyword suggestions. Additionally, the bottom of the SERP showcases related keywords. The “People also ask” section is another treasure trove of potential keyword ideas.

Apart from Google’s built-in tools, there are some excellent free keyword research platforms.

AnswerThePublic: Visualizes search questions and lists.

Free keyword research - AnswerThePublic. Offers extensive keyword suggestions across many platforms.

Keyword io  free keyword research landing page.

Ubersuggest: Provides keyword insights, content ideas, and backlink data.

Ubersuggest landing page

General Contractor SEO: Content Strategy

When we talk about content strategy, note that this does not only refer to your website!

You should, for example, regularly publish new content on your Google Business Profile (more about that later) and on social media platforms too.

Goal Setting

  • Primary Goal: Establish your company as an authority in the construction industry.
  • Secondary Goals: Drive organic traffic, generate leads, and foster client engagement.

Website Content

  • Homepage: Give a comprehensive overview of services, past projects, and client testimonials.
  • Services Page: Provide detailed descriptions of all services, from renovations to new constructions.
  • Blog: Produce regular posts on topics like the latest construction trends, DIY tips, renovation ideas, and case studies of completed projects.
  • FAQs: Address common questions about construction processes, costs, timelines, etc.

Video Content

  • Tutorial Videos: These can be step-by-step guides for simple DIY home improvement tasks.
  • Project Timelapses: Showcase the progress of a project from start to finish.

Social Media Content

  • Before-and-After Photos: Show transformation stories of renovations.
  • Client Testimonials: Share video or written reviews from satisfied clients.
  • Local Engagement: Take part in or host community events and share updates/photos.

Email Marketing

  • Share updates on ongoing projects. 
  • Offer special discounts. 
  • Highlight recent blog posts.
  • Notify subscribers of completed projects with case studies.

Engage with User-Generated Content

  • Encourage satisfied clients to share photos and experiences on platforms like Instagram. Ask them to use a specific hashtag related to your business. Feature the best posts on your official profile.

Offer Downloadable E-books & Guides in Exchange for Email Sign-Ups, like:

  • “The Ultimate Guide to Home Renovation”
  • “10 Things to Know Before Starting Commercial Construction”

Local SEO Content

Create location-specific content targeting local keywords on all platforms. Share success stories from local projects to engage community members.

Regularly solicit feedback on the content. Use surveys or direct engagements to understand what your audience finds most valuable and adjust your content strategy accordingly.

Contractor Website Search Engine Optimization

Contractor SEO is a marketing strategy that utilizes on-page and off-page tactics to promote your general contracting services.

On-Page SEO

On-page SEO refers to optimizing individual web pages to achieve higher rankings. By using relevant keywords for a contractor business, you will attract more website traffic in search engines.

The key fundamentals of on-page SEO include optimizing:

  • Keyword Placement
  • Meta Descriptions
  • URL Structure
  • Internal Linking
  • Content Quality
  • Image Optimization
  • Mobile-Friendly Design
  • Page Speed
  • Schema Markup
  • Header Tags

Read more in Backlinko’s On-Page SEO: The Definitive Guide.

A comprehensive on-page SEO strategy is crucial for achieving visibility in search engines and should be an integral part of any broader SEO approach.

Technical SEO

You must optimize all technical aspects of a website to ensure it’s efficiently crawled and indexed by search engines.

Key fundamentals of technical SEO include:

  • Website Crawlability
  • XML Sitemaps
  • Site Speed
  • Mobile Responsiveness
  • 301 Redirects 
  • Structured Data
  • Server Errors

Get more information from Backlinko’s Technical SEO: The Definitive Guide.

Prioritize these technical elements to ensure your site is in the best possible position to be accurately represented in search results.

Contractor Website SEO Audit

Before you start the process of search engine optimization, you should know all the elements affecting your website’s search engine ranking.

It’s only after you find technical errors and overlooked factors that you can build a good action plan.

SEO auditing is not done only once before launching a new online marketing strategy. It’s essential to undertake it every few months. Google and other search engines update their algorithms periodically. You may have to update your website accordingly.

It’s important to consistently deliver an excellent user experience for all your web visitors.

Contractor Local SEO

A common search for a general contractor will include keywords like “general contractor in [city].” For example: “General contractor in Houston.”

For local searches, like “builder near me,” the “Google local pack” is displayed. The most important factors in local ranking are proximity, relevance, and authority.

Google local pack.

Including your primary business category and city name in your business name can help increase your rankings. So, calling your business “Reliable Houston Building Contractors” can positively impact your local ranking.

Search engines also consider a local telephone number to be a sign of relevance.

Read this article by Tim Kahlert to learn more about the finer points of local ranking factors.

Local SEO ranking factors.

In essence, you must persuade Google that your contracting business is the most relevant option to display on search engine results pages.

Google Business Profile

A Google Business Profile (in older references, this might be called Google My Business listings) is a free online listing. It presents website visitors with essential details about your contractor services.

Free Google Business Profile

You don’t have to have a brick-and-mortar business to set up an account as long as you service customers.

You should provide as much information as possible, including:

  • Business name and Category (such as “contractor”)
  • Contact information
  • Location or Service Area
  • Website URL
  • Services you offer
  • Business description
  • Client testimonials
  • Project images. 

Setting up messaging allows visitors to message you directly from your Google Business Profile. Remember to monitor your account regularly and respond to messages if you make use of this feature.

You can also create posts from your profile. Use this for promotional offers and events or general updates about your business.

Read more about Google Business Profiles, including how to set one up from scratch, in this Semrush article: Google My Business: A Guide to Google Business Profile.

Google Business Profile.

By claiming your Google Business Profile, you control how your company is portrayed on Google Search and Maps, further enhancing your local SEO efforts.

Online directories

As a contractor, listing your business on many directories can increase online visibility.

Here’s a list of popular online directories where you can list your business.

The all-in-one tool for marketing.

Consistency is key to improving your local SEO efforts. Ensure that the information you provide is consistent across all platforms.


Citations, often found in online directories such as Yelp, enhance local SEO efforts.

They have two purposes: acting as a valuable resource for consumers seeking information and bolstering your brand’s online presence.

By ensuring accuracy and consistency in these listings, businesses can increase their:

  • Credibility
  • Trust among potential clients
  • Optimize their visibility in local search results.


Reviews are an important deciding factor for potential customers – they offer proof of trust.

Sources for gathering reviews for your contractor business include:

  • Google Business Profile. Direct your clients here as reviews show in search results.
  • Industry-specific sites. Houzz and HomeAdvisor allow consumers to detail their experiences and rate their work.
  • Social media. Engage on platforms like Facebook and Instagram, prompting customers to leave feedback.

Effectively managing these reviews involves:

  • Swiftly addressing both commendations and complaints.
  • Always responding in a professional manner, underlining your dedication to client satisfaction.
  • Acting on feedback to refine services and constantly enhancing your customer interactions.

BrightLocal – a Local SEO Tool

BrightLocal landing page

BrightLocal caters specifically to the needs of local businesses. With this tool, you can:

  • Trace local rankings
  • Do a local SEO audit
  • Manage your reputation
  • Manage listings

Off-Page SEO for General Contractors

Off-page SEO for general contractors refers to actions taken outside of their website to improve search engine rankings.

It encompasses:

  • Building high-quality backlinks from relevant industry sites
  • Collecting positive reviews
  • Engaging on social media platforms
  • Local directory citations. 

This external effort boosts credibility, enhances online reputation, and drives organic traffic, positioning the contractor as an authority in the construction industry.

Measure SEO Campaign Effectiveness

Like other marketing strategies, SEO relies on educated guesses that might not always hit the mark. Track your results and be ready to adjust your strategy if the initial outcomes aren’t what you hoped for.

To measure SEO campaign effectiveness:

  • Track organic website traffic using tools like Google Analytics.
  • Track keyword search engine rankings with Semrush.
  • Check conversion rates for SEO-driven traffic.
  • Assess page load speed and user experience metrics.
  • Analyze backlink quantity and quality.
  • Review click-through rates (CTR) from search results.
  • Check for improvements in domain authority.

Should You Invest in Hiring a Contractor SEO Company?

Certain companies specialize in SEO for contractors. If you’re ready to boost your revenue through search engine marketing, this can be a viable option.

Consider the pros and cons of hiring contractor SEO services.


  • Expertise. Access to seasoned professionals.
  • Time-saving. Lets you focus on your core business.
  • Advanced tools. Access to premium SEO software.
  • Consistent updates. Stay ahead of algorithm changes.
  • Strategy refinement. Continuous optimization based on analytics.


  • The cost. A digital marketing expert can be expensive for a startup.
  • Dependence. Reliance on an external team.
  • Mismatch. Potential for misaligned visions.
  • Limited control. Less direct oversight of SEO tactics.
  • Long-term commitment. SEO results often need time.

Whether you outsource or not, you should have your own custom contractor SEO strategy.

General Contractor SEO: Conclusion

In this article, I took you through the different aspects of implementing local SEO for contractors so that your construction company ranks well on Google SERPs.

SEO is an important digital marketing strategy that you cannot neglect if you want to grow your general contractor business.

As I’m sure you have noticed, Semrush can be invaluable if you are going to implement SEO in-house.

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