4 Keys to Good Contractor SEO Marketing

Carmen Rane HudsonSmall Business SEO18 Comments


Are you a plumber, electrician, or other contractor who needs to know good contractor SEO marketing practices so you can generate more leads and sales online? SEO marketing for contractors involves a few special considerations that you should be aware of.

1. Contractor SEO Marketing Should Focus on Long Tail Keywords

A long-tail keyword is a keyword that’s three words long (or longer). They right keywords won’t get millions of searches, but they will get hundreds of searches.

Targeted keywords will bring in people who are thinking of taking action right now. That means you’ll get more people who are ready to pick up the phone when they’re sure they’ve reached a contractor they can trust.

Keyword research is one of the most challenging parts of contractor SEO. Sometimes it’s a good idea to get help from an expert who specializes in picking the right keywords for a business like yours.

2. Create Amazing Content that Appeals to Customers

Of course, you should never choose a keyword without first having some unique, useful content to hang around that keyword. We recommend writing great articles first, and then researching keywords which might work seamlessly inside of the article.

This isn’t just about impressing Google’s robots. Your website has to effectively pre-sell your services to the people who care most about them. It has to build trust.

This is an on-going project, because a good contractor website is more than an online brochure. It’s a living, breathing entity that needs regular attention.

Regular blogging makes your expertise clear to your customers. Sometimes, you can even get business by teaching customers to do some of the things you do!

For example, one of our biggest customers is a gutter contractor. We do a lot of posts on cleaning and repairing gutters, even though this is a major source of income for our clients.

Why? Because most people read the “how to,” appreciate that we’re willing to teach them what to do, and promptly conclude that they don’t have the time, energy, or desire to do any of those things. They call my client to do it for them.

Sure, you’re giving away free information. You could charge for it if you wished. By choosing not to charge for it, however, you build up positive feelings in the minds of your customers. That translates into business for you!

Remember, the goal of contractor SEO is not just to get a bunch of traffic. It’s also to get a lot of business.

3. Keep it Local

It doesn’t get you any good to get a lot of traffic from Russia or Singapore if you’re doing business in Minneapolis. You need homeowners in Minneapolis to find your website and blog.

Local SEO is a three-pronged process. First, you need to claim and optimize your Google+ Local site. Then you need to build citations, which are web-wide directory listings containing your business information. Finally you need to use local optimization strategies on your own website.

When we do this for our contractors we work on two strategies. First, we include city names in each blog post. Second, we have a proprietary strategy that helps Google understand the extent of our client’s service area.

These strategies can put you on page one of Google for your city, state, and contractor type. Ranking locally is very doable and very lucrative. Local, organic search traffic is generally searching for someone to hire now.

4. Keep it Consistent

Your blog or website needs to be updated on a regular basis if you want it to be an effective marketing tool. We recommend updating your site at least twice a week.

If you don’t have time then you need to consider hiring a local SEO contractor who will take care of these details for you. TVS Internet Marketing serves contractors nationwide. We help businesses like yours get front-page results, and we can help you too. If you don’t have time to update your website regularly then call (800) 679-6005 today!

18 Comments on “4 Keys to Good Contractor SEO Marketing”

  1. Warren

    I knew that having a website was a must these days to market my plumbing company, but never knew about this SEO stuff. These long tail keywords seem like the key to actually getting real people to look at your site. I’d rather have 100 people who need plumbing in my city than have 1,000 people in China or wherever who couldn’t possibly make me money.

    1. Travis Van Slooten


      That’s exactly right. To generate actual leads and business for your plumbing company, you definitely want more targeted traffic. Having said that, as long as your traffic is coming from legitimate sources, having a lot of traffic that isn’t necessarily targeted isn’t bad either. The more traffic you have, the more opportunities there are to have your content shared with others – which leads to more backlinks and more traffic:)

      Travis Van Slooten

  2. Mike Smythe

    My brothers and I just took over the painting business from our old man, who ran it like it was 1950’s still. We made a website, but we have no clue how to get it out there to the masses. This post helps. I know I have to learn more about writing interesting content but that’s going to be easier said than done.


    1. Travis Van Slooten


      I hear you. Taking the time to write good content can definitely be a challenge. If you just can’t find the time to write content yourself, then you’ll want to consider hiring a writer or hiring a local SEO company like ours to take care of the writing for you.

      Hiring a writer directly is not as expensive as you think.You can find great, affordable writers at places like Elance.com, Vworker.com, or even the WarriorForum.com. The drawback of going this route is that you’ll have to screen and hire the writers yourself and manage all the work flow. It can take as much work as writing the content yourself at first:) Once you have a writer and system in place, it gets easier so in the long run it can be a great solution for busy contractors or for those that just don’t have an interest in writing.

      Travis Van Slooten

  3. RobP

    I love your point about giving the site visitor info about how to actually do some of the stuff that we do ourselves. You’re right most would then conclude they really would rather pay for it. Who the heck wants to clean gutters properly as a homeowner? Bring in the professionals please! I never thought of giving tutorials or helpful tips on my site. Thanks for the idea.


    1. Travis Van Slooten


      Exactly. The other thing to keep in mind is that the DIY person isn’t probably going to hire you anyway so providing “how to” information isn’t going to hurt your business at all. And like you’ve indicated, most will likely appreciate the information but will opt to hire a professional to do it for them! Either way, it’s a win-win.

      Travis Van Slooten

  4. F. Dunlop

    How often should a contractor website be updated? Is once a month okay or should it be weekly? I mean, I think maybe people come to find us online and then just deal with us directly rather than hang out on our website, right?


    1. Travis Van Slooten


      Great question! You’ve inspired us to do a blog post on this very topic. It will be going live towards the end of the week so be on the look out for it. There are not set rules but I always strive to provide 1-2 blog posts per week for my contractor clients.

      Now that’s easy for us to do because that’s what we do. However, a contractor doing the writing himself may only have time for one post per week. That’s perfectly fine. The main thing is to keep the site updated. If you can only do it once every couple weeks or once a month, so be it. What you don’t want to do is let the site sit for months without any new content.

      Travis Van Slooten

  5. Kimber

    My brother recently hired me on as office admin and marketing help with his masonry company. He lays brick walks and does decorative walls and such for homeowners. This post has really given me some great ideas about how to make the website more effective and catch more attention in the search engines. Thanks!

  6. Harold

    “Your website has to effectively pre-sell your services to the people who care most about them. It has to build trust.” I really like this quote. People really need to be able to trust their builder to do a good job and with all the stuff in their house too. I’ve never thought of my website as a way to establishing trust but it makes sense.

  7. Pete

    Do you think it’s a good idea to share links or trade links with other service companies in your area? Like create your own directory of businesses you think people might all like to use? Or would that create too much competition so my business gets lost in the mix?

    1. Travis Van Slooten


      You wouldn’t want to exchange links with other service companies you compete with directly, obviously. However, exchanging links in some fashion with service companies that compliment your business is a great strategy strategy for SEO and for potentially getting customers. For example, if you’re a gutter contractor, exchanging links with a roofing contractor would be perfect. I wouldn’t recommend setting up a full fledged directory but it wouldn’t hurt if you wanted to create a page of “contractors you recommend” that compliment what you do but aren’t in direct competition with you.

      Travis Van Slooten

  8. Frank C.

    Right now my painting company website has contact information, a page on the services we offer and a little bit about the guys who run it and work for us. Also legal licensing stuff of course. We don’t have a blog. Your tips in section 2 up there got me thinking. If clients come to the site to read about how to do something, or new projects they could undertake, it might give them more ideas about what they should hire us for.

    1. Travis Van Slooten


      Exactly. I can’t say enough about how important it is to have a blog. I firmly believe that every small business website needs a blog. I don’t care if you’re a contractor home services company or a chiropractor. You need a blog for SEO and to connect with your visitors and build trust.

      Travis Van Slooten

  9. Smitty

    I’m an electrician in PA and my nephew built a website for me, but it’s more like an online brochure like you said. Just the basic facts about how to contact us and what we do. I’m going to have him take a look at this article to see if we can implement some of this. Thanks.

    1. Travis Van Slooten


      Glad you found the article helpful. If your nephew needs some help implementing some of these ideas, just have him contact me. I’ll be more than happy to help!

      Travis Van Slooten

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