Keyword Research: The Complete Contractor’s Guide To Attracting More Clients

Tips on finding those profitable words and phrases your clients are searching for.
Date published:
27/9/2024
Last updated:
Written by:
Dave Bedford
Read time:
13 minutes

Having a website is a great start, but to attract more clients, you need to ensure it appears when people are searching for the services you provide. That’s where keyword research comes into play. By understanding what potential clients are typing into search engines, you can position your business to be found right when they need you.

Regardless of whether you’re an electrician, plumber, roofer, or landscaper, keyword research lays the groundwork for an effective SEO strategy. It helps you reach the right audience, outperform competitors, and secure more local jobs. This guide will walk you through the essentials, giving you the practical steps needed to drive traffic and grow your business.

Let’s dive into the basics of keyword research and explore how it can transform your online visibility.

Keyword Kung Fu for Contractors

A robot performs a martial arts kick alongside the words, 'keyword kung fu for contractors'

Keyword research might sound technical, but it's really just about understanding what your future clients are typing into Google when they need your services. It doesn’t matter if you're a fencing contractor or a builder; knowing the right search terms can make a big difference in how easily people find you online. In this guide, we’ll break down the basics of keyword research so you can take control of your online presence and attract more of the clients you want.

What is Keyword Research?

Keyword research is simply figuring out what terms your potential customers are typing into search engines when they’re looking for services like yours. Imagine a homeowner searching for ‘emergency plumber in Bristol’ or ‘electrician for house rewiring’—those are the keywords. By finding the right ones, you can make sure your website appears when people need your trade the most.

Why It’s Important for Contractors

You might be wondering, why does this even matter to me? Well, think of keyword research as the foundation of your online presence. It’s what helps your business show up on Google when local clients are searching for your services. Without it, you’re leaving your visibility—and potential jobs—up to chance. By getting your keywords right, you’ll not only rank higher in search results but also attract the right kind of clients who need exactly what you offer.

Common Myths About Keyword Research

There’s a lot of talk out there about SEO and keywords, and some of it can feel overwhelming or too technical. But don’t worry, it’s not rocket science. Here are a few myths we often hear:

  • Myth 1: Keyword research is only for big companies. Not true. Even small, local trade businesses can benefit from targeting the right keywords. In fact, local businesses have a big advantage when they use location-specific keywords.
  • Myth 2: You only need to do keyword research once. Another falsehood. Trends, services, and even customer needs change over time. Keeping your keyword list updated ensures you stay competitive.

Getting your head around keyword research is one of the easiest ways to help more clients find you online. It’s all about putting yourself in their shoes and understanding what they’re searching for. And once you crack that, you’ll start seeing more inquiries roll in.

Pick the Perfect Keywords for Your Business

A cartoon image of a laptop with a magnifying glass and key, depicting keyword research, alongside text saying 'finding keywords that work'

When it comes to keyword research, the key is to focus on the words and phrases your ideal customers are likely to use. You’re not looking for just any visitors to your site—you want people who are genuinely looking for the services you provide. By selecting the right keywords, you can increase the chances of landing those all-important local jobs that keep your business running smoothly.

Types of Keywords to Consider

Not all keywords are created equal. Some are more general, while others are more specific to your trade. Let’s break them down so you can see what works best for you:

  • Short-Tail vs. Long-Tail Keywords: Short-tail keywords are broader search terms like ‘plumber’ or ‘electrician’. They get a lot of traffic but are also highly competitive. Long-tail keywords, on the other hand, are more specific, like ‘emergency plumber in Leeds’. These tend to have lower competition, which means it’s easier to rank for them. Plus, they often attract people who are ready to hire, not just browsing.
  • Service-Specific Keywords: Think about the specific services you offer and what people might be searching for to find them. Keywords like ‘boiler repair’, ‘roof leak repair’, or ‘commercial electrician’ will help you attract customers looking for those exact services.
  • Location-Based Keywords: Most tradespeople work within a set area, so including location in your keywords is crucial. Phrases like ‘electrician in Birmingham’ or ‘plumber near me’ are highly effective for pulling in local traffic. When people are searching for a service, they often want someone close by, so make sure you’re tapping into that local demand.

Tools to Help You Find Keywords

You don’t need to guess which keywords to target—there are plenty of tools out there that can help you pinpoint the best ones. Free options like Google Keyword Planner are a great starting point, giving you an idea of search volume and competition for specific phrases. Paid tools like Ahrefs or SEMrush offer even more insights, such as what keywords your competitors are using, but don’t feel pressured to dive into paid options right away. Start simple, and you’ll soon see the benefits.

Identifying the right keywords isn’t about casting the widest net; it’s about narrowing your focus to catch the clients who need your services most. A little research upfront can go a long way in making sure your website works as hard as you do.

Crack the Keyword Code in 5 Easy Steps

An infographic showing the basics of keyword research, which are included in the numbered list below

When it comes to keyword research, it doesn’t need to be complicated or time-consuming. You just need a straightforward plan to find the best keywords for your business and put them to work. Here’s a step-by-step guide that’ll help you nail it.

1. Brainstorm Seed Keywords

Start by thinking about the services you offer and what people might search for when they need them. For example, if you’re a roofer, terms like ‘roof repair’ or ‘new roof installation’ are likely on the list. If you’re an electrician, you might go for ‘house rewiring’ or ‘emergency electrician’. The idea is to come up with a basic list of keywords that reflect your services.

Action Step: Take five minutes to write down 5-10 keywords that describe your trade and the services you provide.

2. Analyse Competitor Keywords

The next step is to look at what keywords your competitors are using. This doesn’t mean copying them, but it can give you a good idea of what’s working in your area. Simply visit their websites and look at their service pages, blogs, or even their page titles. You can also use free tools like Ubersuggest to type in a competitor’s website and see what keywords they rank for.

Action Step: Pick one or two local competitors and take note of the keywords they’re using. Use a free tool like Ubersuggest to get extra insights.

3. Use Keyword Tools for Expansion

Now it’s time to expand your list using keyword tools. Google Keyword Planner is a great free option to start with. Enter the seed keywords you brainstormed earlier, and it’ll suggest related terms along with the search volume and competition level. Aim for keywords with decent search volume but lower competition. This will give you the best shot at ranking.

Action Step: Enter your seed keywords into Google Keyword Planner or Ubersuggest and write down 5-10 related keywords with good potential.

4. Prioritise Your Keywords

Not all keywords are worth targeting equally. You want to focus on keywords that:

  • Have a clear connection to your services.
  • Get enough searches each month to be worth your time.
  • Aren’t so competitive that it’s impossible to rank for them.

You’ll also want to mix in some long-tail keywords and location-specific terms to make sure you’re targeting the right audience—people who are ready to hire.

Action Step: Review your list and circle 5 keywords that are highly relevant, have good search volume, and aren’t too competitive.

5. Implement Your Keywords

Now that you’ve got your list, it’s time to start using those keywords. Add them to your website’s key pages like your homepage, service pages, and contact page. You should also include them in meta descriptions, blog posts, and even image alt text. Make sure the keywords fit naturally into your content—no need to overstuff them.

Action Step: Add your top keywords to the title and body of your most important website pages.

By following these simple steps, you’ll have a strong set of keywords that’ll help more clients find your business online. It’s all about being strategic—choosing the right terms and using them in the right places to attract the people who need your services most.

Location, Location, Location: The Key to Local SEO

A 3D map with a location pin next to text that reads, 'local keywords, local clients'

For contractors, local clients are the bread and butter of your business. That’s why focusing on location-based keywords is one of the smartest moves you can make. When people are searching for a trade service, they usually want someone nearby and available quickly. By optimising for local SEO, you’re making it easy for those clients to find you.

Why Local Keywords Matter

Imagine someone needs an emergency plumber or electrician. They’re not going to just search for ‘plumber’; they’ll type something like ‘plumber in Brighton’ or ‘electrician near me’. That’s where local keywords come in. By including the town, city, or region you work in, you’re much more likely to show up in those local searches. In short, location-based keywords help you connect with people who are ready to hire, right where you operate.

Using Your Google Business Profile for Local Keyword Research

While Google Business Profile isn’t a traditional keyword research tool, it can still provide valuable insights into how customers are finding your business. One way to do this is by analysing the Questions & Answers section, customer reviews, and descriptions within your GBP listing. Look for common words and phrases that your customers use when talking about your services—these can often give you a clear indication of the keywords people associate with your business.

For example, if multiple reviews mention phrases like “fast plumbing repair in Cardiff” or “affordable roofing in Sheffield,” you might want to integrate those terms into your website and content. Additionally, looking at the search terms under Performance reports (available in GBP) can give you a broader understanding of the queries bringing up your profile in local search.

Action Step: Regularly check your Google Business Profile’s performance data and customer reviews for recurring keywords or phrases that potential clients use, and incorporate those into your keyword strategy.

Actionable Steps for Local Keyword Optimisation

Here’s how to start optimising for local keywords across your website and other online platforms:

  1. Include Location in Page Titles and Meta Descriptions: Your page titles and meta descriptions are key spots to include location-based keywords. For example, instead of just ‘Plumbing Services’, you could use ‘Plumbing Services in Newcastle’.
  2. Create Location-Specific Pages: If you serve multiple areas, consider creating separate landing pages for each one. This can help you rank in different locations. Each page should focus on that specific area and use keywords like ‘electrician in Edinburgh’ or ‘HVAC repair in Glasgow’.
  3. Optimise Blog Content with Local Keywords: Write blog posts that answer common questions local customers might have. For example, a blog titled ‘How to Know If Your Roof Needs Repairs in [Your City]’ could rank for local searches.
  4. Use Location-Based Keywords in Image Alt Text: Don’t forget to add these keywords to your image alt text. It’s another small but effective way to boost your local SEO.

Action Step: Add location-specific keywords to the meta descriptions, headers, and body text of your most important pages.

Focusing on local keywords isn’t just about ranking higher in search results—it’s about reaching the clients who are most likely to hire you. By optimising for the areas you work in, you’ll not only get more traffic but also more valuable leads that can turn into real jobs.

Find the Right Keywords for Every Trade Business

Each trade is unique, and so are the keywords that’ll work best for attracting clients. Plumbers, roofers, electricians, landscapers, and any other trade business will benefit from choosing keywords that reflect the specific services they offer. By focusing on trade-specific terms, you’ll be able to tailor your SEO efforts and target the right customers for your niche.

Customising Keywords for Your Trade

Every trade has its own set of services that potential clients search for. A plumber might focus on keywords like ‘boiler installation’ or ‘pipe repair’, while a roofer might target terms like ‘roof replacement’ or ‘emergency roof leak repair’. The idea is to think about the services you provide and the specific problems your customers need to solve. By focusing on these niche keywords, you’ll connect with people who are looking for exactly what you offer.

Examples of Trade-Specific Keywords

While we’ll dive deeper into each trade in future posts, here are a few examples to get you thinking:

  • Plumbers: Keywords might include ‘emergency plumber in [Location]’, ‘boiler repair services’, or ‘pipe installation specialist’.
  • Electricians: You could target ‘rewiring services in [Location]’, ‘commercial electrician near me’, or ‘emergency electrical repair’.
  • Roofers: Consider keywords like ‘roof leak repair in [Location]’, ‘new roof installation’, or ‘flat roof specialist’.
  • Carpenters: For carpenters, terms like ‘custom furniture maker’, ‘door frame installation’, or ‘bespoke joinery in [Location]’ can work well.

By customising your keyword strategy to match your specific trade, you’ll be able to fine-tune your SEO and attract clients who are actively searching for the services you specialise in. As we create more detailed pages for each trade, we’ll be able to dig even deeper into the specific keywords that work best for your niche.

Action Step: Start by making a list of 5-10 specific services you offer, then think about how your customers would search for those services online. This will give you a head start on building a trade-specific keyword strategy.

Track It to Crack It

Once you’ve put your keyword strategy into action, the next step is making sure it’s actually working. Tracking your keyword performance helps you understand which keywords are driving traffic, how well you’re ranking in search engines, and where you might need to make adjustments. It’s all about fine-tuning your approach to keep bringing in more clients.

Why Tracking is Important

You’ve done the hard work of finding the right keywords—now you need to see if they’re delivering results. By tracking your rankings and traffic, you’ll know which keywords are helping clients find you and which ones might need a rethink. Regularly reviewing your keyword performance also keeps your SEO strategy up to date, so you can stay ahead of competitors and adapt to any changes in search trends or customer behaviour.

How to Monitor Keyword Rankings

There are a few easy ways to track your keyword success without getting too technical:

  • Google Search Console: This free tool is your best friend when it comes to tracking keywords. It shows you what search terms people are using to find your website, how often your site appears in search results, and your average ranking position for specific keywords. You can also see how many clicks and impressions each keyword is getting, giving you a clear picture of your overall performance.
  • Paid Tools Like SEMrush or Ahrefs: If you want more detailed insights, paid tools can provide in-depth reports on your rankings, including keyword difficulty, search volume, and competitor analysis. These tools are especially useful if you want to track your progress over time and keep an eye on competitors in your area.

Action Step: Set up Google Search Console for your website and check it weekly to see which keywords are performing well and which ones could use a boost.

Adjusting Your Keyword Strategy Over Time

SEO isn’t a one-and-done task. Search behaviour changes, new competitors emerge, and your services might evolve. By keeping an eye on your keyword performance, you can tweak your strategy to stay relevant. If you notice that certain keywords aren’t bringing in the traffic you expected, consider swapping them out for new terms or exploring long-tail keywords with less competition.

At the same time, keywords that are doing well might benefit from a bit of extra attention—consider creating more content around those topics or optimising additional pages with similar terms.

Action Step: Every quarter, review your keyword performance and adjust your list based on what’s working and what’s not. Don’t be afraid to try new keywords or expand your strategy.

Learn From These Keyword Mistakes, Don’t Make Them

Keyword research isn’t complicated, but there are a few pitfalls that can trip up even the most experienced contractors. Knowing what to avoid can save you time and ensure you’re getting the most out of your efforts. Here are some of the most common mistakes people make and how to steer clear of them.

Over-Stuffing Keywords

It might be tempting to cram as many keywords into your content as possible, but this can backfire. Search engines are smart enough to spot keyword stuffing, and they don’t like it. Instead of improving your rankings, it could hurt them—and your content won’t read naturally to potential clients, either.

The key is to use keywords naturally and sparingly. Focus on creating useful, engaging content that incorporates your keywords where they make sense. This will help your site rank better and appeal to your visitors.

Action Step: Review your key pages and make sure your keywords flow naturally. If a sentence feels forced, reword it.

Targeting Irrelevant Keywords

It’s easy to chase after high-traffic keywords, but if they’re not directly related to your trade or services, they won’t bring in the right clients. For example, if you’re a landscaper focusing on ‘DIY garden tips,’ you might attract people who aren’t looking to hire a professional. It’s important to choose keywords that reflect the services you provide so that the traffic you’re getting is actually valuable.

Stick to keywords that match your expertise and will bring in customers who are ready to hire someone with your skills.

Action Step: Double-check your keyword list and make sure every keyword is directly related to your trade and the services you offer.

Neglecting Long-Tail and Location-Specific Keywords

Many tradespeople focus on short, broad keywords like ‘plumber’ or ‘electrician.’ While these keywords are important, they’re also very competitive. Ignoring long-tail and location-specific keywords means missing out on clients who are more likely to convert because they’re searching for something very specific, like ‘emergency boiler repair in Leeds.’

Long-tail keywords often have less competition, making it easier for you to rank, and they tend to attract clients who are ready to act. The same goes for location-based keywords, which help you connect with local clients who need services in your area.

Action Step: Make sure your keyword list includes a mix of long-tail and location-specific terms to increase your chances of ranking.

Ignoring Performance Data

Once you’ve chosen your keywords, it’s important to keep an eye on how they’re performing. Ignoring your data means you won’t know if your efforts are paying off—or where you need to make adjustments. Use tools like Google Search Console to track your rankings, clicks, and impressions so you can refine your strategy as needed.

Action Step: Set up a regular schedule—whether monthly or quarterly—to review your keyword performance and make any necessary tweaks.

Final Thoughts: Build a Keyword Strategy That Attracts More Clients

Keyword research might seem like a lot to take in, but it’s one of the most effective ways to grow your trade business online. By understanding what potential clients are searching for and aligning your website and content with those search terms, you’ll not only boost your visibility but also attract the clients who need your services most.

Start with the basics—focus on the services you offer, the locations you serve, and the specific problems your customers need solving. From there, use tools to expand your keyword list and keep an eye on your performance over time. It’s an ongoing process, but with a little effort, you’ll have a strategy that consistently brings in more leads.

Ultimately, it’s all about making it easier for clients to find you. When your keyword strategy aligns with their needs, you’ll see more inquiries, more jobs, and steady growth for your business.

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