SEO for Contractors – Optimization Techniques That Work in 2024 [ONE PROVEN CASE STUDY]

Consider keyword research in SEO for contractors as laying the foundation for a house. If this step isn’t executed correctly, the rest of your SEO strategy is unlikely to succeed.

2. Ensuring Robust Web Analytics Setup Before Embarking on SEO Work

Unlike many SEO services for contractors that jump straight into SEO activities after finalizing keywords with their clients, we at Stigan Media believe in doing an additional, crucial step: verifying all web analytics setups. This preliminary step is fundamental to our process, ensuring that the project is accurately tracked and that we can provide our contractor clients with meaningful SEO reports, demonstrating real value.

Here’s how we ensure a solid foundation in web analytics:

• Verifying Google Analytics 4 (GA4) Tracking: We start by confirming that GA4 is properly set up and tracking your website’s data. This new version of Google Analytics is essential for understanding user behavior on your site.
• Checking Google Search Console Integration: This tool is vital for tracking SEO performance and identifying technical issues. We ensure it’s correctly linked to your website for comprehensive monitoring.
• Accessing and Optimizing Google Business Profile: A properly managed Google Business Profile (formerly Google My Business) is key for local SEO success. We verify and optimize your profile for maximum visibility.
• Expanding Visibility on Bing and Apple Maps: We don’t just stop at Google. Adding your business to Bing and Apple Maps ensures wider online presence.
  
• Utilizing Advanced SEO Software for Position Tracking: We add your project to our state-of-the-art SEO software to keep a close eye on keyword rankings and performance.
• Setting Up Goals in GA4 for Conversion Tracking: Most importantly, we configure specific goals in GA4 to track conversions and leads accurately. This includes monitoring actions like form submissions, free quotes (good conversion generator for contractors) and phone number clicks, giving us a clear picture of the actual ROI from your SEO investment.

This comprehensive approach to web analytics is often overlooked by many SEO agencies, leading to skewed or misleading reports. At Stigan Media, we prioritize transparency and accuracy, ensuring that the value we deliver through our SEO efforts is both tangible and demonstrable.

3. Conducting a Detailed Website SEO Architecture Audit

The following critical step in our SEO process is a thorough evaluation of your current website architecture. In many instances, we find significant opportunities for improvement that benefit not only SEO but also enhance the user experience. For SEO in the contracting sector, it’s paramount that the website’s link structure is meticulously crafted.

During this phase, we focus on several key aspects:

• Identifying High-Traffic Pages for Optimization: We analyze your website to determine which pages are currently attracting traffic and generating leads for your contracting business. These pages are then earmarked for intensive optimization to maximize their potential.
• Streamlining Website Link Structure: A well-organized website structure is crucial for both search engines and users. We meticulously review and enhance your site’s link architecture to ensure it’s logical, SEO-friendly, and easy to navigate.
• Optimizing Internal Linking: Proper internal linking is a cornerstone of good SEO. We ensure that there’s an effective network of internal links between relevant pages, facilitating easier navigation for users and helping search engines understand the relationship and hierarchy between different pages on your site.
• Refining Navigation Bars and Footers: The navigation bar and footer are not just functional elements of your site; they also play a significant role in SEO. We optimize these components for intuitive user experience and SEO efficiency, making sure that key pages are easily accessible and that the overall design supports your SEO goals.

This comprehensive audit and subsequent optimization of your website’s SEO architecture are crucial for laying a solid foundation for your SEO strategy. By ensuring that your website is both user-friendly and search engine optimized, we enhance its ability to attract and retain both traffic and leads.

4. Enhancing SEO Through Content Optimization

Moving forward, the next crucial step is the optimization of content for the targeted contractor-specific keywords. This process typically begins with a thorough rewrite of the existing content on the page. To align our content with Google’s algorithms and ensure maximum effectiveness, we utilize a special tool called Surfer SEO. This tool conducts an in-depth analysis of content on the first-page search results, determining the optimal number and placement of keywords for your content.

Data-Driven Keyword Integration: Surfer SEO provides us with detailed insights into the ideal keyword density. We use these insights to guide our content strategy, ensuring that we include the right number of keywords without compromising the natural flow of the text.

Collaboration with Clients on Content Essentials: Before our SEO copywriting team begins crafting content, we engage with our contractor clients to understand any crucial information that must be included. This ensures that the content is not only SEO-friendly but also tailored to accurately represent your business and services.

Expert Copywriting for Quality and Engagement: Our in-house team of experienced local writers then takes the lead. They excel in producing high-quality, engaging content that integrates keywords seamlessly. Unlike some SEO agencies that might resort to using low-cost outsourced writers, leading to subpar content, our focus is on quality. We understand that while keyword-rich content can improve SEO rankings, the overall quality of the text is what keeps users engaged and reduces bounce rates.

Balancing SEO with User Engagement: The ultimate goal is to create content that not only ranks well in search engines but also captivates and converts your website visitors. We strike a balance between using keywords effectively and maintaining the authenticity and readability of the content.

This approach to SEO content optimization is what sets us apart. We ensure that the content on your contractor website not only climbs up the search engine rankings, but also genuinely engages your potential customers, leading to higher conversion rates.

Comprehensive On-Page SEO Optimization for Your Contractor Website

After focusing on content, our next step is to perform on-page SEO optimization across your entire website. Here’s a quick overview of the key elements you should consider to effectively rank your contractor business on Google:

• Meta Titles Optimization: These should include your primary keyword. For instance, if you’re a contractor in Toronto, “Toronto Contractor” could be a fitting choice.
• Meta Description Optimization: Although not a direct ranking factor, an engaging meta description can significantly boost your click-through rate, indirectly benefiting your SEO.
• Alt Tags Optimization: Ensure each image has a descriptive and natural alt text that includes your targeted keywords.
• H1 Optimization: This is a crucial element of your page. There should be only one H1 per page, clearly describing the page’s content. Incorporating your contractor keyword along with the location can be beneficial.
• H2 to H6 Optimization: These headings help structure your content for both users and search engines. Be careful not to overuse your targeted keyword in these headings.
• Schema Markup Implementation: Schemas help explain to Google what your website is about. They can also optimize your appearance in search results, such as displaying reviews of your contractor services.
  
• SEO-Friendly URL Verification: Although this is typically addressed during the website architecture phase, it’s always good to double-check that your URLs are well-structured and include your targeted keyword.
• Internal Linking: Ensure a well-planned internal linking structure throughout your website, including in the navigation bar and footer.
• NAP Consistency on Targeted Pages: For local businesses like contractors, it’s vital to embed a map and include your accurate Name, Address, and Phone Number (NAP).
• Adding Customer Testimonials with Keywords: Include genuine client reviews on your targeted pages to demonstrate your trustworthiness to search engines.
• Showcasing E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness): At this stage, we highlight your business’s credibility by showcasing certifications, awards, and detailed information about key team members on your ‘About Us’ page.

These on-page SEO elements are crucial for making your contractor website more visible and attractive to both search engines and potential customers. By optimizing each of these aspects, you not only improve your site’s ranking but also enhance user experience, leading to better engagement and conversion rates.

Image Optimization For Contractor’s SEO

In the contractor industry, image SEO holds a unique and powerful role. Many SEO agencies overlook this, but our tests show that proper image optimization can drive impressive results.

Example of kitchen renovation contractor image that helps SEO

For contractors, having an image portfolio of completed projects is crucial for search engine credibility. Without it, search engines might view you as less reliable, potentially affecting your rankings. To excel in contractor SEO, focus on your image strategy:

1. Create a Work Portfolio: Showcase a variety of projects, mentioning general locations (precise addresses aren’t necessary). This demonstrates to Google that your work is diverse and location-specific.
2. Before/After Images: These are not only favored by Google in image search results but also act as powerful conversion tools on your website. They visually communicate the quality and scope of your work.
3. Display Certifications: Include images or logos of your industry certifications and designations. This reinforces your credibility to both search engines and potential clients, enhancing the SEO trust of your contractor website.

What to Avoid:

Steer Clear of Stock Images: While they might appeal to some users, they can be misleading. More importantly, Google can easily identify stock photos and recognize that they do not represent your actual work.

Focusing on Local SEO and Google Business Profile Optimization

A crucial component of ranking a contractor website is local SEO, especially since contractors typically operate within specific geographic locations. Optimizing for local SEO is essential to ensure visibility to potential clients in your vicinity.

Here’s how we approach local SEO and Google Business Profile (GBP) optimization:

• Integrating Website with Google Business Profile: As mentioned earlier, we ensure your website is linked with your GBP, displaying consistent and accurate contact information and location.
• Comprehensive Optimization of Google Business Profile:
  • URL and Field Verification: We check that all fields in your GBP are correctly filled out, with strategic use of keywords.
  • Category Relevance: We ensure that your business is listed under both relevant primary and additional categories.
  • Image Optimization: Regular updates and optimizations of images on your GBP help in maintaining an engaging profile.
  • Service Area Optimization: We adjust your service areas in GBP to target the most relevant locations for your business.
• Regular Updates with Posts on Google Business Profile: Keeping your GBP active with regular posts is a key factor in maintaining visibility and relevance.
• Encouraging and Managing Reviews: Reviews play a significant role in GBP ranking. Our team cannot directly influence this, but we provide our clients with strategies and templates to encourage genuine customer reviews. We emphasize the importance of reviews that include targeted keywords. Additionally, our team responds to all reviews professionally, incorporating SEO best practices.
• Warning Against Fake Reviews: We strongly advise against buying fake reviews. Google is increasingly adept at identifying fraudulent reviews, and such practices can lead to GBP suspension. We focus on building a solid, long-term reputation.
• Optimizing Bing Business Profile: In addition to Google, we also optimize your business profile on Bing for broader online visibility.
  

Implementing these local SEO and GBP optimization strategies is critical for any contractor looking to increase their local online presence. By methodically enhancing your local SEO, you can significantly improve your visibility to potential clients in your service area, driving both traffic and business growth.

Executing Technical SEO for Contractor Businesses

Technical SEO, often overlooked or inadequately handled by many SEO agencies, is a crucial part of our strategy. We go the extra mile to ensure your website meets the technical standards expected by Google.

Identifying and Resolving 301 and 404 Errors

• We use a tool called Screaming Frog to crawl your website, mimicking how search engines analyze your site. This helps us identify 301 redirects (pages that lead to another page) and 404 errors (non-existent pages that are still being referenced).
• We promptly rectify these issues, ensuring that all your pages return a 200 OK status code, which indicates successful page loading.

Speed Optimization

• Website speed is a critical factor for SEO, especially since Google’s 2019 update emphasizing loading times.
• We utilize Google’s PageSpeed Insights tool to analyze and optimize your website’s loading speed.

Ensuring Mobile-Friendly Website

• We thoroughly check the mobile version of your website for common issues like small font sizes, elements being too close together, or broken styles that can affect user experience.
• Our SEO team works closely with web developers to address and fix any such mobile compatibility issues.

Verifying SSL Certificate

• We check to ensure your SSL certificate is valid and current. An expired or invalid SSL certificate can lead search engines to mark your website as unsafe, negatively impacting your rankings.

Our comprehensive approach to technical SEO is designed to address all aspects that could potentially hinder your website’s performance in search engines. By fine-tuning these technical elements, we lay a strong foundation that supports and enhances all other SEO efforts for your contractor business.

ImplementingOff-Page SEO for Enhanced Backlink Profile

The final, and arguably most challenging, step in our SEO strategy is off-page SEO, which primarily focuses on acquiring quality backlinks. Backlinks are links from other websites that point to your site. While many struggle with this aspect of SEO, at Stigan Media, we have a systematic approach to building a robust backlink profile for contractor businesses.

Our off-page SEO strategy includes:

Listing Your Business in Local Directories

We start by listing your business in reputable local directories for contractors. This not only provides valuable backlinks but also reinforces local SEO signals, helping Google better understand your location and relevance to local searches.

Securing Backlinks from Relevant and Valuable Domains

Over the years, we’ve established relationships with numerous website owners. These connections allow us to publish posts on their sites with relevant links pointing back to our clients. Currently, we collaborate with over 1000 reputable websites, a resource not commonly available with many agencies.

Disavowing Toxic Links

Sometimes, your website might accumulate toxic backlinks, which could be the result of actions by spammers, competitors, or previous misguided SEO efforts. These harmful links can negatively impact your site’s SEO.

We review every backlink to your site. If we find toxic links, we compile them into a “disavow” file and submit it to search engines, effectively communicating that these links were not endorsed by your site and should not be considered in your site’s evaluation.

This comprehensive off-page SEO approach ensures that your contractor business not only gains backlinks but secures them from domains that positively impact your SEO. By focusing on quality over quantity and proactively managing your backlink profile, we help safeguard and enhance your website’s authority and ranking in search results.

Conclusion: The Importance of SEO for Contractor Businesses