How do consumers and businesses find a reputable contractor?
For most, the search begins on a search engine like Google. It’s not enough to appear in search results, though. Your website has to be at or near the top of these results if it’s going to generate the new leads you want, and the best way to get there is with SEO.
SEO stands for search engine optimization and includes all of the steps taken to make a site rank as high as possible in search results. As more and more people rely on search engines to find the service providers they need, these rankings will play a large role in keeping your business afloat.
Plus, SEO leads have a 14.6 percent close rate, while traditional methods have only a 1.7 percent close rate. That means using SEO for your contractor services makes it seven times more likely for you to close a lead — which means more business for your company!
Learn more about SEO for contractors, below. Or, get started on a custom contractor SEO strategy by calling our award-winning team today at 888-601-5359!
What does it matter whether your site ranks first, third, or tenth in a web search?
As it turns out, a lot. Most clicks go to the top three results in a search engine — and most of those clicks go to the first site listed. Anyone looking for contractors in their area may begin with a search engine, but that search can end shortly after clicking on a site with the kind of information they’re seeking.
That's where contractor SEO comes into use.
With a competitive SEO strategy, your website will get more of these clicks as its ranking goes up. However, an increased ranking and click-through rate (CTR) are not the only goals of an SEO strategy. They’re only the first steps towards achieving your biggest goals, from increased revenue to improved brand awareness.
The most immediate benefit of SEO for contractors is a higher ranking in search engines. That’s not the only perk, though, and as search engines play a larger role in purchasing decisions, these other benefits will be magnified.
A few of the advantages of investing in SEO include:
It sometimes takes more than one search to decide which contractor to hire. When your company’s name keeps appearing in these results, people start to remember it. It doesn’t take long before they’re skipping the search engine and going to your site to see what you have to offer.
SEO is not free, but the investment has a broader reach and a longer shelf life than what you’d typically spend on traditional marketing. Your efforts continue to build up over time, and as your site’s authority improves, you’ll increase the visibility of your site no matter when or where people are searching for contractors.
Larger firms will always outperform you in traditional marketing tactics because they have larger budgets. With contractor SEO, your site can outrank the big companies. The higher number of clicks that come from higher rankings will help you compete against these major players.
No matter your investment, you want to see a return on your investment. While SEO doesn’t deliver immediate returns — it’s a long-term strategy — it does deliver. Our work for a roofing contractor, for example, led to a 600 percent increase in their SEO campaign’s goal completions.
That’s the impact that SEO for contractors can deliver when driven by results and an award-winning team. For your contract company, that means more phone calls, more quote requests, and more opportunities to increase your revenue and the growth of your company.
Bill Craig WebFX President
SEO for contractors can yield great results, but it takes time to see them as SEO is a long-term strategy. Whether you’re looking to implement SEO for your business or partner with an SEO company for contractors, it’s important to understand the general process behind search engine optimization.
Changes in search engine algorithms can influence your approach in the future, but as long as your strategy includes these four processes, you’ll be able to handle whatever changes occur. Ready to start your contractor SEO strategy?
Get started with these four steps below:
When searching for a contractor, homeowners and businesses may use a variety of terms — some general like, “contractor,” or, “contracting services,” and some specific like, “concrete contractors,” or, “renovation contractor.”
Choose the best keywords for your business and incorporate them into your strategy. It’s also worth researching the search volume, competition, and cost-per-click (CPC) of your keywords.
This step can help you determine how valuable a keyword is to your contractor business.
If you’re struggling to discover keywords for your business, look to your audience. Discover where they’re spending their time online. In some cases, you’ll find them discussing contract services on Reddit, Quora, or Twitter.
Look at what they’re curious to learn about, such as the following:
In some instances, you may even find users sharing their past experiences with contractors. Use this as an opportunity to discover the pain points of your target audience. You can then address these points in your website copy, emphasizing how your contracting company resolves or avoids them.
When you’re researching keywords, consider targeting long-tail keywords — not short-tail keywords.
What is a short-tail keyword and a broad-tail keyword? A short-tail keyword is broad. An example of one is, “contractor,” which is a word that encompasses a lot of different user intents, from wanting a definition of a contractor to wanting a contractor’s services.
In comparison, a long-tail keyword is specific. One example of a long-tail keyword in the contractor industry is, “commercial concrete contractor.” In this example, you know what the user is looking for — a commercial concrete contractor.
Find long-tail keywords by including the following in your keyword research:
Target long-tail keywords and your site will probably appear in fewer results pages. The upside, however, is that you’ll appear in front of more qualified leads that want your services. That leads to more calls, quote requests, and business for you.
While many Internet users will click on the first search result, they won’t stay on your website if the experience is less-than-stellar. Google, as well as other search engines, pay attention to user behavior, which is why high bounce rates and slow page speeds lead to lower rankings.
That’s why your contractor SEO strategy should prioritize the experience of your users. Depending on the age of your website, that may mean investing in a website redesign, as well as the creation of a mobile-friendly version of your website.
Even if you’re a business-to-business (B2B) contractor, don’t underestimate the power of a mobile website. More than 50 percent of the Internet’s traffic comes from mobile devices — not to mention, Google relies on a mobile-first index, which also influences your ranking in search results.
If your website’s up-to-date and mobile-friendly, investigate the speed of your website. It doesn’t seem like a massive difference but improving your website speed by one second can increase your conversions by seven percent.
Put that in perspective.
If you sign 30 new clients a quarter, with the average client spending $15,000, improving your website speed would earn you two new clients a quarter. That translates to an additional $30,000 a quarter or $120,000 a year.
How can you boost your website’s speed, though? Try the following techniques:
Meet with your development team to discuss implementing these changes and improve your SEO.
Search engines don’t just look at keywords on your site, but also at your overall online reputation. Links and mentions from other sites are known as off-page elements, and play a huge role in your site’s authority and ability to rank well. In fact, they make up almost 80 percent of Google’s algorithm.
That’s why SEO for contractors goes beyond your website and includes outreach efforts.
Also, make sure your name is consistent from one channel to another. The more frequently your company appears online, the greater the visibility and the more likely your site is to rank higher in web searches.
If you haven’t already, consider creating a social media presence too. Whether you’re active on Twitter, Facebook, or Instagram, social media is a powerful platform for increasing your online visibility. Plus, 80 percent of users look to social media for purchase advice.
Another benefit of social media is that you can direct users to your website from it. That can support extensions of your contractor SEO strategy, such as your content marketing, influencer marketing, or video marketing campaigns.
As you optimize your site and begin your outreach strategy, you need to measure how well your efforts are working. Like other marketing strategies, SEO is based on assumptions that may be right or wrong. Measure your efforts and put a plan in place to refine them if you don’t get the results you want the first time around.
Measurement is important because search is constantly changing.
Even if you rank first on your keywords, search behavior might change, or another site might start optimizing and outrank yours. Monitoring your analytics will help you identify changes in search patterns and adapt your strategy to stay at the top.
As search engines become the primary source for finding contractors, SEO should be a significant part of your marketing strategy. Put a contractor SEO strategy in place to ensure your site is getting the rankings, clicks, and leads it needs to keep your calendar full.
If you’d like to improve your online visibility, trust WebFX, a leading SEO company for contractors.
We bring more than 20 years of experience to SEO. Even better, we feature a talented and dedicated team of Internet marketers that have driven more than $1 billion in revenue for our clients.
Contact us today or call us at 888-601-5359 to chat about your company and goals!
Ready to start your Internet marketing and design campaigns? Call 888.449.3239 or contact us online today to learn more about how WebFX can help with your SEO challenges.