SEO for General Contractors to Boost Your Visibility

June 3, 2024

8 minutes

General contractors are the backbone of the construction industry, overseeing the projects that shape our communities. Now more than ever, building an online presence that is just as strong as your work ethic is essential for general contractors looking to stand out in a competitive market. Traditional methods of networking and word-of-mouth can still be effective, but they’re no longer enough to ensure a steady stream of new business. This is where Search Engine Optimization (SEO) comes into play. SEO for general contractors involves a range of tactics aimed at improving your website’s visibility in search engine results.

In this article, we’ll explore the key components of SEO for general contractors and provide actionable insights to help boost your online visibility. The end result? A growing client base and a competitive edge in the contractor industry.

The Importance of SEO for General Contractors

As a busy professional, SEO may seem like an unnecessary distraction. Between managing projects, employees, and materials, a website can be a task item of least concern. Yet, SEO delivers concrete rewards that directly impact your bottom line. It should be a priority.

The most obvious benefit is increased online visibility. 93% of online activity starts with a search engine like Google. Most people only look at the first page of the results of those searches. If your business doesn’t appear on that elusive first page, you may be missing out on countless potential customers. SEO for general contractors helps earn those coveted top rankings, so more local searchers can find and connect with your contracting services.

Beyond visibility, SEO offers additional benefits like:

Enhance User Experience

When you optimize your website for SEO, you’re not just making it easier for search engines to find you. You’re also making it easier for potential clients to use your site. For example, did you know that 53% of mobile users will abandon a site if it takes longer than 3 seconds to load?

Optimizing for factors like site speed, mobile responsiveness, and page layout improves site usability. Since Google favors websites with better UX, SEO, and user experience, they go hand in hand. What’s good for SEO is good for your users, leading visitors to convert more readily into happy clients.

Establish Credibility and Trust

In the world of construction, credibility is everything. You need to prove to potential clients that you know your stuff and can get the job done right. Investing time and resources into SEO signals that your contracting business is established and here to stay.

One way to do that is by regularly publishing high-quality content. Doing so showcases your team’s expertise in your field. And keyword optimization targets the specific terms potential clients are searching for. It’s a win-win situation.

Future-Proof Your Business with SEO for General Contractors

SEO is always changing, with Google regularly rolling out algorithm updates. While this can feel disruptive, staying on top of updates ensures long-term stability. If you’re already investing in SEO, it’s much easier to make minor tweaks to your strategy than it is to start from scratch.

Strong SEO helps future-proof your business against algorithm changes or market trends. The time and money invested now will save you much larger expenses down the road if your rankings suddenly plummet.

Read More: How SEO Can Improve Your Digital Footprint

Local SEO Strategies for General Contractors

As a general contractor, you’re a local hero. You build the homes, schools, and businesses that make up your community. Since you provide location-based services, targeting local SEO is very impactful. Optimizing for searches within your specific service area means you attract the right people.

Local SEO for general contractors is all about optimizing your website for a specific geographic location. For example, let’s say you’re operating out of Queens, NY. With local SEO, you can make sure your website shows up in the search results when someone in Queens searches for “general contractor near me” or “top Queens general contractors.”

Let’s explore actionable local SEO tactics:

Location-Specific Landing Pages

The first strategy in SEO for general contractors is simple. It consists of creating dedicated landing pages highlighting the unique value of your services in specific zip codes and neighborhoods.

These pages showcase deep knowledge of building conditions, codes, trends, and needs. All within a distinct area you serve. This level of specialization establishes trust and authority with that target audience.

For example, that same company based in Queens, NY, could create pages with localized SEO for services in:

  • Jamaica, Queens
  • Astoria, Queens
  • Forest Hills, Queens
  • Flushing, Queens
  • And beyond.

Each would speak specifically to customers in those areas and use relevant keywords.

Optimizing Google Maps Listings

When you search for a local business on Google, you’ll often see a map with red pins indicating nearby companies. This is called the Google Maps Pack. It provides a snapshot of nearby businesses for searchers.

Your Google Maps listing must contain complete, accurate information to improve local discoverability. Be sure to include your business name, complete address, phone number, website URL, hours of operation, and services offered.

Customer photos, reviews, and other enriching details also help your listing stand out while providing social proof. You’ll have to nudge your customers to help you out here.

Update Online Directories

In a similar vein, we have directory listings. Maintaining a consistent NAP (name, address, and phone number) across key online directories reinforces your local legitimacy. Stay on top of listings on directories like Yelp, HomeAdvisor, and BBB to maximize exposure. Inconsistent information can confuse search engines and hurt your local SEO.

Keyword Optimization

The final step occurs before you even publish your website. Take a look at what we did for a local construction company, David H. Martin Excavating. The keywords were baked into the website design organically, resulting in a 26% increase in page views and a 25% increase in web sessions.

SEO for general contractors’ websites can be achieved by incorporating precise geo-targeted phrases in page titles, headers, content, alt text, and meta descriptions. It helps search engines understand your service range and connect you with high-intent website visitors.

Read More: What’s a Local SEO Audit and Why It Will Help Generate More Leads

Blogging Optimized for SEO for General Contractors

Beyond technical SEO optimizations, content marketing should form a core part of any contractor’s strategy. Practical, engaging blog articles showcase knowledge while providing value to potential customers. Most importantly, when blog articles are optimized with keywords, they drive organic traffic to your website.

Here are a few tips for creating compelling content optimized for SEO for general contractors:

Make Blog Articles Informative and Engaging

Your content shouldn’t be boring, even if you’re writing about something technical, like building codes or construction materials. Well-researched posts that share insider insights in an accessible, engaging manner better connect with modern readers. Focus on addressing specific customer pain points through helpful, empowering advice.

Add Visuals

With shorter attention spans, online audiences expect ample visuals. Infographics, charts, photos, and videos help simplify complex topics. The goal is to make the content more visually appealing. Plus, visuals are more likely to be shared on social media, which can help you reach a wider audience.

Bonus points if you include descriptive alt text and optimize media file names with relevant keywords for better visibility.

Remain Consistent

You can’t just publish one blog post and expect to see results. Regularly publishing new blog posts shows search engines that your site is active. Strive for at least one new piece of content per week, focusing on industry news, addressing client pain points, or answering common client questions.

Repurpose Content

Creating high-quality content takes time and effort. Consider repurposing your blog content across multiple channels to get the most bang for your buck. In other words, avoid “one-and-done” content.

Extend value and increase visibility by giving posts new life across platforms. Turn written blog posts into social media posts and email updates. This strategy builds off-site SEO value by strengthening domain authority.

Read More: A Blueprint to Digital Marketing for Construction Companies

Building Quality Backlinks for Contractor Websites

Backlinks are one of the best ways to improve SEO for general contractors. These links from external, high-authority websites are like votes of confidence. They signal trust and relevance to search engines. While getting backlinks should never involve shady tactics, there are ethical ways for you to earn authoritative backlinks.

  • Reach out to industry publications and offer to write a guest post. That can help you get a backlink from a reputable website in your industry.
  • Participate in local community events and sponsorships. It can lead to backlink opportunities from local news outlets and community websites.
  • Collaborate with industry influencers and trade associations. Then, ask to secure valuable backlinks from their websites.

Read More: Content Marketing: It’s Not as Hard as You Think

Effective Use of Keywords in SEO for General Contractors

Keyword optimization should form the foundation of any SEO strategy. Using precise keywords and long-tail keyphrases attracts motivated site visitors actively seeking those specific services.

Do thorough keyword research to identify low-competition terms with high local search volume. Analyze what keyword variations competitors are targeting to inform your own optimization approach.

Incorporate the best-performing keywords across page titles, headers, content, image alt text, meta descriptions, and more. Keep monitoring keyword performance in Google Analytics and refine choices based on results over time.

Read More: Keywords 101: How to Create Content to Help Your Customers Find You Online

KPIs to Monitor for SEO Optimization

So, you’ve started your SEO strategy, and it’s taking time and effort. Or perhaps you outsourced to an agency like Cross & Crown and want to know if your investment is paying off.

The best way to gauge SEO efforts is to look at key performance indicators (KPIs). KPIs are measurable values that show how well your website is performing in terms of SEO.

The following key performance indicators help gauge progress so you can refine approaches as needed:

  • Organic Traffic – Measure monthly users coming from search engines vs other sources.
  • Bounce Rate – The percentage of visitors who leave your website after only viewing one page
  • Keywords Ranking – Where your website ranks in the search results for specific keywords.
  • Backlinks – Tally new backlinks earned monthly
  • Lead Generation & Conversions – Evaluate new contacts and their conversion rates. That could mean anything from booking your services to requesting a quote.
  • Click-Through-Rate – See search click-through rates for key organic landing pages
  • Domain authority – A score that predicts how well your website will rank in the search results.
  • Pages per session – The average number of pages visitors view during a session on your website.
  • Time on site – How long do visitors spend on your website on average?Enhancing Visibility through SEO for General Contractors with Cross & Crown

Following SEO best practices takes time but pays long-lasting dividends for construction businesses. It brings with it improved visibility, credibility, and lead generation.

For personalized guidance on optimizing your contractor website for SEO and maximizing visibility, reach out to discuss a holistic digital marketing strategy that drives results for your brand.

Explore Cross & Crown’s full suite of creative design and marketing services offered by our in-house creative team to elevate your contractor business in the digital landscape.

Cross & Crown

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