LOCAL SEO GENERAL CONTRACTORS

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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If you understand that SEO is a long-term investment , consider using a slow and gradual digital marketing strategy. This will increase your ranking and help conversions. It will also get easier and comfortable for you to be persistent with your efforts. Another significant step to do SEO for contractor services is with the addition of blog s on your website. Most general contractors don’t understand how blogging helps in SEO . However, if you think that your construction website can have a blog where you can spread knowledge about construction , it can take your SEO to the next level. Now, you know why local SEO is absolutely important for contractors.

If you are a general contractor / re-modeler trying to do local SEO , your focus should be on b uying intent keywords like “general contractor services , ” “home renovations,” “home remodeling, ” etc.

Ignoring the content of your website will lead you nowhere. For you, local web optimization should start with relevant general contractor keywords like “general contractor in Florida” or “top contractor services near me.” The other content on your website should be useful for your visitor and enriched with the right information. Make your “ About Us ” page interesting .

Did you know that the most crucial part of a homepage , is the title tag? The title tag should feature the right keyword set to help in optimization. Don’t miss out on the meta description , which gives a gist of the overall title tag and helps form a snippet for Google searches.

The tracking of any SEO campaign is done on Google Analytics. And Google tools are mostly free. Install Google Search Console (formerly known as Google Webmaster Tools) to start with. You will be surprised to know that Google Analytics can track both phone and web conversions. So for all sorts of reports and data, rely on Google Analytics.

Seventh Step: Tracking SEO campaigns.

Other type s of keywords are categorized as “research-oriented” or “intent” keywords ,” which indicate general browsing. If someone is looking for “home interiors,” that person might not need contractors to do remodeling. But in the future , the requirement may come up. Your blog content and website content should have a mix of both types of keywords.

For local contractor SEO to work well, the need is to rank high in Google Search. A nd that comes from back-links provided by credible site s with a good domain authority. Contractors nowadays should be building meaningful professional relationships both online and offline with service providers like subcontractor s or realtors. Ask them to give you back-links and vice versa. To know what competitors are doing to get links , use tools like Moz and Ahref , which are highly recommended by SEO analyst s .

These days online reviews by users/customers matter a lot. Google reviews are the most read and reliable reviews online. Y our contractor service agency should also have good reviews on Google. Once your customers start using your services, ask them to leave good reviews for you on Google. You can even send your satisfied customers an email with the link to review you. Google’s My Business reviews can be tremendously helpful in boosting your Google rankings.

Being in the business, you know that advertising, publicity, marketing , or digital marketing all require investment. SEO is perhaps the only digital marketing method that doesn’t cost a bomb and yield s organic traffic without much hassle.

Yes, contractors , in general, are busy on the field, as they trudge hard towards meeting their deadlines. Most of their business comes from shared connections and word-to-mouth publicity done by past clients. But if they want to grow, they need to do something extra – that extra is SEO. Here are some reasons why a contractor/ re-modeler should use local SEO:

However, you can rest assured with the fact that Google only wants to return the best results for searchers. Don’t think that there is a shortcut for SEO to work. There is no shortcut or trick! When done right, SEO needs time to show results. To crack search algorithms, create a website with good content and relevant keywords, including keywords that are in question form. Remember that Google always wants to provide the most relevant information.

Rankings – Are they improving?

Your website is what will represent you i n the virtual world. A site done with a responsive web design that responds quick ly to the actions of the user is step one to getting SEO right. If you are a contractor, get a website that showcases all your projects, emphasizes your work ethics, and highlights how construction is your passion.

How will you know you are o n the right track unless you track your SEO campaign performance ? Here are the key metrics that you should monitor:

Want to push your Google rankings way up to fetch leads? T o convert these leads to valuable customer s, you should use search engine optimization to get desired results.

Second step: Write website content.

People think that yellow pages are outdated now. But sites like Yelp.com, Business.com and Angie’s List are some of the big names among business review sites. The se are the internet-age yellow pages . When 97% percent of people search for local businesses online, a contractor has to make their presence felt on Google. Getting registered on business review sites not only helps in local SEO, but also increases credibility. So you won’t have to wait too long to get calls from new clients.

That’s why web optimization shouldn’t be taken lightly for contractor marketing. Here we will untangle various aspects related to SEO for contractors.

The next thing you need is a citation. Remember when we talked about business review sites? A citation is nothing but getting registered on these sites with complete information about your business, such as NAP (name, address, and phone number). There are many online directories , too , like yellowpages.com , and you can even target general local and industry -s pecific directories als o.

Digital marketing for contractors can turn out to be a n arduous task if you are not focusing on local SEO. A contract or or a construction company giving contractor services will focus first on local projects. And so all marketing ideas for contractors should have one goal – to conquer local opportunities. So, how do you start with local SEO ?

Traffic – Is there any increase in the number of visitors?

Each service page should be tackled with the right set of keywords. Service pages also need to be optimized, with the title tag and meta description. Buying intent keywords on service pages will only help you in local SEO.

Then comes the page copy. Here you tell your clients/customers/prospects/visitors about your business. How did you start? What do you want to do? Do you have a solution to their problems? How are you different from other contractor agencies? List out and explain in brief about your primary services. Don’t forget to include a clear and convincing call to action. The page copy content should be a round 800-1200 words .

How a contractor can use s earch engine optimization to get results.

When you want to learn more about something, you generally tend to look online, since you get almost instant answers. And where do you search online? You pick up your phone and open Google or Yahoo ; some even prefer to use Bing. Most of the world tends to prefer Google. If you are a general contractor, sub-contractor , or a re-modeler , and want to increase business, people should be able to find you in search. That should be the prime priority of your construction business. There are many reasons why local SEO is absolutely important for contractors.

We have been talking a lot about website optimization ; here is how it ’s done. You have to begin with your h ome page first. This is ofter the first page that people will usually see of your website. Then focus on service pages. Below is a bit of detail on how to handle the main pages of your website.

To understand how SEOs works, one needs to know how keywords work. And, for that, the first thing to do is understand Google. We have worked with client s who do not understand how to work with the constantly changing Google algorithms, which in turn makes their websites rank low.

The two types of keywords are:

Why is local SEO essential for contractors, subs , and re-modelers ? Because it produces q uick results! As a contractor, you have the edge over many other big construction companies trying to rank better on Google. For most of them, the efforts of a n SEO expert bear fruits in 3-4 months. Although it may sometimes even take a year. Since you are a general contractor you will have low competition. And by using relevant keywords like “contractor near me ,” “best local contractor ,” and “top contractor services,” you can get to the top of Google search within a few weeks.

Conversions – Are the leads converting to customers, giving business?

If you are still not thinking SEO, then it’s high time you do it. Want local SEO services for contractors? CMGurus offers a ll kind s of construction marketing solutions. Our SEO analysts go a step ahead in terms of research and efforts to put your website at the top of search results.

Your construction business wants to get on the Google Map for your service area. Once there, you not only have a shot at getting two results on Google Page 1, you will have the opportunity to secure Google Reviews (which impacts rank) and engage/reengage clients who post reviews, while being able to answer questions posed by prospective clients right there on the Google Search Engine Results page (SERP). This can all be accomplished by setting up your Google My Business (GMB) profile and verifying your website on GMB. You can start the process here , but if you’re concerned about whether or not you’ll miss a step, it may be better to leave set-up and management to a professional.

And what about the other social tools (GMB isn’t really a social network), out there? Well, since social network signals account for about 5% of search engine rank in 2018 and for the foreseeable future, it is absolutely necessary that your construction business set up and maintain (even with just one post per week) a LinkedIn, Facebook, Twitter, and Instagram (connected to Facebook) profile. Consider this, if all else is equal , and either you or a competitor is the one with a full suite of social networks, the one that plays the social game will earn a higher spot on Google. If you don’t have the time to bother with social media, simply let a professional manage it for you .

There will be varying levels of competition for each sector (residential, commercial, and industrial) and for each region (Abbotsford, Burnaby, Richmond, Surrey, Vancouver, West Vancouver, etc.). You need to identify the low hanging fruit (so to speak), keyword targets that you have a better shot at ranking higher. For example, you may currently rank on Google Page 2 for the keyword target “commercial building contractors Surrey” while you’re not even on Google’s radar for “commercial builders Vancouver”. Sure, the latter expression will theoretically bring you more traffic and bigger bids but gaining ground for that term could take a year or more. The former target, however, can see you hitting Google Page 1 within three months or less, and bring you bids and revenue much sooner. Remember, by targeting what we call “long-tail” keywords, you will be supporting your longer-term keyword goals (i.e. “commercial builders Vancouver”) while at the same time driving in clients today.

Collectively, the commercial, industrial, and residential construction industry is one of the most competitive markets around. One search for “construction companies” for Vancouver, BC alone delivers a total of 1,065 results! One issue plaguing the construction industry, however, is that it continues to try competing with antiquated marketing channels (i.e. Yellow Pages ).

So how the heck do you identify these lucrative keyword targets? By setting up a Google Ad account and conducting an analysis of keywords (along with search volume for each) that are being searched in your area. Once you have built your list of keyword targets, you can simply perform a Google search and click through the search engine results pages (SERPs) to see where your website sits relative to competition. From there, you can identify the aforementioned low hanging fruit. Just make sure you’re not signed into your Google account when you do so, as that will skew the results and make it look like you’re ranking better than you really are.

5 Tips to Getting Your General Contracting and Construction Business Website on Top of Google Page One.

When you target keywords that address very specific building concepts, you have an even better shot at ranking for high-converting expressions, which will target clients who are much further along in the purchase and decision-making process. For example, let’s say one of the things that makes your contracting business unique, is that you specialize in insulated concrete forms (ICF) and other green building initiatives. In addition to targeting your primary keyword expression (i.e. “commercial building contractors Surrey”) you can also target “ICF builder Vancouver” and/or “LEED builder Vancouver”, affording you a two-pronged attack on the competition. The same applies to any building concept that makes your business unique, from pre-engineered steel buildings , design-build luxury home builders and commercial building renovations and everything in between.

If you have any connections to writers, bloggers, or media for any of the above, reach out to them to see if they are willing to reference your business on their websites’. True, this process will occur naturally with a strong content delivering strategy on your website, but it will take longer to achieve. For instance, by updating your blog on a weekly basis with informative, engaging, and useful content online writers will find this content (via search); and when the information you provide is relevant to an article they themselves are writing, they may very well reference it via linked attribution to your website.

If you’re a residential contractor serving Burnaby, BC, (for example) you have a very clear keyword goal. However, if your construction business services the residential, commercial, and industrial sectors in the Lower Mainland, you will need to do a lot more homework before deciding upon your keyword targets.

Thankfully, you’re already taking a big step forward by seeking information about SEO for construction companies. In doing so, you’re about to gain a competitive advantage over the small, medium, and large operators alike who are lagging behind in building their most important project—their online presence.

In the end, only an SEO expert can generate a strategic table of keyword targets, but by playing around with the Keyword Planner and navigating the SERPs you will better grasp the keyword targeting concept. We encourage our clients to educate themselves as much as possible before we enter into a relationship with them (you).

What are backlinks? These are links that reside on other websites that point back to your website. This is the most challenging part of SEO, because not just any website will do. It needs to be an authoritative website that hosts content that is semantically relevant to your business. Types of websites with content relevant to the construction industry include (but are not exclusive to) the following:

Strategis Consulting’s staff have years of experience in search engine marketing for general contractors. They can provide you with a blueprint for how to increase your rank on Google and access bids previously out of reach.

Once you have all of your keyword targets lined-up, they must be integrated into the meta-data (as per item #1 above) and into the content of the appropriate pages on your website, in addition to being included in your weekly blog post updates .

While the search volume for these specific terms are more limited, the search is coming from clients who are VERY close to securing a contractor, and that bid can go to YOU if you position yourself on Google accordingly.

How do you attend to these on-page concerns? By finding an online marketing firm to apply the design-build concept to your website.

Now that you have some insight into the keyword identification process, we can dive deeper in the longtail keyword concept. This is where your unique skill set and building products/services come into play.

With your on-page issues addressed and your keyword targets executed within static (pages) and updated (blog posts) content, you now need to switch focus to what is called off-page SEO , predominantly in the form of backlinks.

Again, this is a very challenging part of the SEO process, and one that often requires media/blogger outreach support from an online marketing firm but given that your backlink profile accounts for about 20% of search engine rank , it’s certainly worth the effort and investment.

On-page SEO accounts for up to 30% of search engine rank , so you can see how important it is, and how it should be the first thing you attend to before anything else. On-page SEO includes everything from your initial site map to the navigational flow and meta-data structure (where you will place important keywords) of your site. In addition to mobile responsiveness and page speed, the latter two play a very important role in 2018 and beyond. There are many ways to tell whether your house is in order in this regard. While an SEO provider will provide you with more insight, you can at least investigate mobile responsiveness and page speed by copying and pasting your website URL into this Google provided PageSpeed tool . If your website is “in the red” (or even amber) for Mobile and/or Desktop delivery you will need to address the architectural concerns right away.

A strong foundation sets the tone for the strength and sustainability of your website and subsequent search engine marketing success. If something is wrong with the initial architectural design, then your site is doomed to fail. This is where we reference what is known as on-page SEO, which is the framework for how your website is built.

There’s certainly more to the realm of search engine optimization/marketing and how it can be applied to push your construction business website to the top of Google, but with all the above you are now ready to make a more educated decision about which direction you should take. The next step, is to contact Strategis Group today to get started and leave the competition in the dust.

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