With construction companies paying an average of $2.56 per click for search ads, local SEO is an attractive option for generating leads at a more sustainable cost. In today’s competitive market, your online presence should work for you, not against you.
This local SEO guide for construction contractors will show you how to:
- Optimize your Google Business Profile to showcase your projects and expertise
- Build local citations and links that improve your search rankings
- Attract customer reviews to establish trust and credibility
- Target high-value keywords that convert searchers into clients
- Generate more leads — because that’s the whole point, right?
By implementing the proven local SEO strategies laid out below, you’ll create a steady pipeline of qualified leads.
Understanding Local SEO for Construction Contractors
What is local SEO, you ask? Let’s break it down.
Local SEO, or search engine optimization, is all about improving your Google Business Profile and website so that you get more visibility in search results.
Setting up and maintaining a Google Business Profile allows you to appear in Google Maps and the map pack, which is an excellent opportunity to generate leads.
And then there’s your website. Optimizing it also goes a long way towards attracting leads.
Setting Up and Optimizing Your Google Business Profile for Local Reach
Setting up a Google Business Profile (formerly Google My Business, or GMB) is a major part of local SEO today. The process is straightforward but you have to get the details right.
Start with the basics: use your real business name for this. Resist the urge to cram keywords into your business name, as it will hurt more than help in the long run. Keyword stuffing your business name goes against Google’s terms of service and can get your profile banned.
Next, fill in your address, phone number, email, and website URL. It’s important not to hide your address here. Even if you run a mobile operation without a storefront, listing a verified address is highly advised. It’s an unfortunate reality, but leaving out an address severely limits where your profile will appear in local searches.
Choosing the right category is another step that deserves careful thought. Google offers a range of categories, but you’ll want the one that most closely aligns with your primary services, like “Residential Construction” or “Commercial Construction.” For general contractors, this could be as simple as choosing “General Contractor,” but don’t stop there. Selecting relevant secondary categories, like “Roofing Contractor” or “Home Builder,” helps Google show your profile in the specific searches that are likely to drive leads to your business.
Photos and videos personalize your business. A Google Business Profile with high-quality, authentic visuals will capture attention and build trust. Think before-and-after shots of a recent project, or short clips showcasing your crew in action. Google’s algorithm favors profiles with fresh, engaging content, so consider uploading new images regularly.
The “Posts” feature on your GBP is another tool you can use. Use this feature to share updates and announce special offers or discounts. These short updates keep your profile active, which signals to both Google and potential clients that your business is legitimate.
Reviews are the bread and butter of a strong Google Business Profile. Reviews build your reputation and significantly impact your ranking in local search results. Encourage clients to leave feedback about their experience. Reply to every review, whether positive or negative, to show you’re engaged and committed to your clients.
A well-maintained GBP is an asset that drives real results. Investing time in it can make your construction business a top choice for those searching in your area.
Establishing Trust: Gathering and Managing Client Reviews
Positive reviews are essential to the success of your Google Business Profile. For a construction business, these reviews can determine how high your business appears in local search results and how much confidence potential clients will have in your services.
To build up reviews, make it a habit to ask each of your clients for feedback. You can have someone on your team ask clients directly at the end of projects, or consider adding a note with a link to your Google review page when you deliver a final receipt. Make the process as easy as possible by sending a follow-up message with a direct review link or QR code. It simplifies things for your client and increases the chances that they’ll actually leave feedback.
When clients leave reviews, take the time to respond to each one, whether it’s positive or negative. Acknowledging positive reviews shows clients you appreciate their feedback and value their business, while a thoughtful response to a negative review shows professionalism and a commitment to client satisfaction. This consistent engagement not only helps reinforce trust with potential clients but also signals to Google that you’re actively managing your profile.
By gathering and managing reviews strategically, you’ll enhance your online reputation and create a profile that continuously attracts new clients.
Local Keyword Research for Construction Pros
Doing local keyword research for your construction company involves finding the terms your potential clients are searching for in your area. To start, choose a keyword research tool that fits your budget. For newer companies or those looking to save, affordable tools like Keysearch or Keyword Chef offer solid keyword research without breaking the bank. If you’re ready for something more advanced, Ahrefs and SEMRush are commonly-used options, though they come at a higher price and offer a range of other features you might not need.
Once you’ve got your tool, start with what’s called “seed keywords.” These are simple, straightforward phrases like “construction + location,” which are often the highest-volume terms.
The tool will also give you secondary keywords, which are related terms that might not get searched as much as your primary keywords, but it’s still good to target them in your content.
The other method I recommend for finding relevant keywords to target is to take competitor websites and put them in a tool like Ahrefs or Semrush, which will show you all of the keywords the site ranks for. You can then take the keywords you find and target them on your own website.
Building a Website Structure for Local Search Success
A well-organized website structure improves your odds of ranking in local searches. Start by selecting a primary keyword to focus on for your homepage. For instance, if you’re based in Kansas City, you might target “construction contractor Kansas City.” The goal here is to make your homepage revolve around this main keyword, signaling to search engines that it’s your primary location and service.
From there, build out service pages targeting more specific keywords for each type of service. For example, a page dedicated to “remodeling Kansas City” will allow you to reach clients searching specifically for remodeling work in your area. On these service pages, you should have sections that list out your services and then link to their respective pages.
Creating location pages is an effective strategy as well. This involves creating a page for each of the cities you serve.
Each of your pages should target a topic. You shouldn’t have multiple pages targeting the same topic because they end up competing against each other, and Google typically ranks neither if you make this mistake. By assigning specific keywords to each page, you create a structure that boosts your site’s relevance and increases the chances of ranking well for each target location and service.
On-Page Local SEO Strategies
On-page search engine optimization (SEO) is important for improving your website’s visibility in search results. To start, choose a primary keyword or topic to target on each page. Your primary keyword should be in key areas such as the title tag, meta description, and H2 headings, as well as naturally within the body copy.
In addition to traditional keywords, local SEO professionals use what’s referred to as entity optimization. Entities are related terms and phrases that aren’t considered traditional keywords but are still very much related to your primary topic. For instance, if you’re targeting “construction company + city,” you might also include phrases like “high-quality materials” or “sustainable building practices.” As a construction contractor, you’ll likely use these terms naturally in your writing, but using a tool helps ensure you’re including these terms in your content.
Consider using on-page SEO tools like SurferSEO or Frase.io. These platforms can help you uncover words and phrases that will make your copy more relevant to the topic.
Building Citations and Backlinks for Enhanced Local Authority
Citations are profiles/listings of your business on social media and business directories like Yelp and Yellow Pages, which typically include details like your business name, address, phone number, and website. You can create these citations manually, or you can use a tool like BrightLocal to simplify the process. Citations don’t have a massive impact on your rankings, but they signal to Google that your business is a legitimate local business entity.
Backlinks also play a role in improving your rankings in search engines. Search engines view backlinks from other websites to your site as a vote of confidence. The more high-quality backlinks you can acquire, the better your chances of climbing the search results.
However, building these backlinks can be challenging. Your focus should be on getting quality backlinks from reputable sources, such as your local newspaper, magazine, or construction industry publications. High-quality backlinks not only strengthen your website’s authority in search engines but can also drive referral traffic from users who are interested in your services.
Creating a Lasting Local SEO Approach for Your Construction Firm
Implementing effective local SEO strategies can help your construction firm stand out in a competitive market. To do this, you need to continuously optimize your Google Business Profile and website.
At Galactic Turtle, we provide professional local SEO services for construction contractors.
Our goal is to help you generate quality leads and grow your business through local SEO.
Contact us if you’re interested in partnering with us to implement a local SEO approach that drives results.
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