In this guide, we’ll cover everything you need to know about SEO, focusing on what works best for contractors.
We’ll start with the basics—explaining what SEO is and why it’s so important for tradies—then dive into practical strategies you can use to improve your online presence. We’ll talk about keyword research, on-page and off-page SEO, local SEO, content marketing, and how to track your progress. We’ll also point out some common SEO pitfalls to help you avoid them.
By the end of this guide to SEO for tradesmen and women, you’ll have a solid plan to make Search Engine Optimisation work for your trade business, bringing in more jobs and boosting your bottom line.
Ready to get started? Let’s go!
What is %%SEO for Tradesmen%%?
SEO, or Search Engine Optimisation, is all about making your trade business more visible online, especially on search engines like Google and Bing.
It’s the process of tweaking your website so that when someone searches for services you offer—like ‘emergency plumber’ or ‘roof repair’—your business is the one they find. SEO involves everything from the words on your site to the way other websites link back to you.
It’s about getting your business in front of the right people at just the right time.
Why Does SEO Matter for %%Contractors%%?
If you’re a contractor or tradesperson, SEO should be a solid part of your business strategy.
Most of your potential customers are searching online for local services these days, and if your business doesn’t show up on the first page of results, you’re missing out on a lot of work. SEO for trades helps you cut through the noise, attract more local clients, and build trust.
In simple terms, good SEO can mean the difference between a steady stream of jobs and wondering where the next one will come from.
How SEO Drives Growth for %%Trade Businesses%%
Forget about clicks—SEO is more about your bottom line.
By boosting how your business appears online, you can attract more quality leads who are actively looking for your services. Whether you’re a plumber, electrician, roofer, landscaper, or any other type of contractor, SEO helps you reach more clients, land more jobs, and grow your business.
From increasing website traffic to enhancing your reputation, SEO is a powerful tool that can take your firm to the next level.
Understanding the %%Basics of SEO%%
Getting to grips with SEO might seem like a big task, but don’t worry, we're here to make it simple.
In this section, we’ll break down the essentials, so you can start seeing the benefits of SEO for your business.
How Search Engines Work
Let’s start with the basics: search engines.
Imagine them as the world’s most organised librarian. When you type something into Google, it’s like asking the librarian to find you the best books on a topic. Search engines scan the vast internet, pick out the most relevant bits, and deliver them to you in the form of search results. They do this by using complex algorithms—fancy maths formulas that decide which websites deserve to be at the top.
In short, a search engine’s job is to match what people are searching for with the best content out there. We’ll keep the techy stuff light here, but just know that being pals with the librarian (aka Google) is what SEO is all about.
We’ll dig into this more later.
Must-Know SEO Jargon
Alright, let’s tackle some of the lingo.
We know SEO can feel like it’s got its own secret language, but don’t worry—we’ve broken down the big ones for you below:
- Keywords: These are the words and phrases people type into search engines. Think of them as the bait on your fishing hook—you want the right ones to catch your ideal customer.
- SERPs (Search Engine Results Pages): This is just a fancy name for the pages you see after you hit 'search' on Google. The goal of this guide is to get your business as high up on these pages as possible.
- Backlinks: These are links from other websites to yours. They’re like votes of confidence from the internet—if lots of sites link to you, search engines think, 'Hey, this site must be pretty good'.
- Meta Tags: These are small pieces of code in your website’s backend that tell search engines what your page is about. The most important ones are the title tag and meta description—these show up in search results and can help convince someone to click on your link.
- Alt Text: This is the description you add to images on your site. Not only does it help with accessibility, it also gives search engines more context about your content. Plus, it’s a sneaky way to add in more keywords (just don’t overdo it!).
- Bounce Rate: This measures how many people leave your site after viewing just one page. A high bounce rate can be a red flag that something’s not quite right—maybe your site is slow, hard to navigate, or just not what they were looking for.
- Conversion Rate: This is the percentage of visitors who take a desired action on your site, like filling out a contact form or calling your business. The higher the conversion rate, the better your site is at turning visitors into customers.
- Organic Traffic: This is the traffic that comes to your site naturally—no ads, just people finding you through search engines. The more organic traffic you get, the more visible you are online.
- Ranking: This refers to where your website appears on the SERPs. The higher your ranking, the more likely people are to find your business. Everyone wants to be on page one, but it takes work to get there.
These terms might sound a bit technical now, but we’ll make sure they’re clear as day by the time we’re done. Each one plays a crucial role in your SEO strategy, and knowing them will help you get the most out of your efforts.
On-Page SEO vs. Off-Page SEO
When it comes to SEO, there are two main types: on-page and off-page.
Think of on-page SEO as everything you can control on your own website, and off-page as what happens outside your website but still impacts your ranking.
- On-Page SEO: This is all about making your website content work for you. It includes things like using the right keywords, crafting strong meta tags (the snippets of text that show up in search results), and linking your pages together like a well-connected spider web. We’ll get into the nitty-gritty of this later.
- Off-Page SEO: This one’s about building your reputation. It’s like your website’s street cred. The more people talk about you—through backlinks, social signals (like shares on social media), and brand mentions—the better. We’ll cover how to boost your off-page SEO further down the line.
As you'll soon see, these two essential components need to work in tandem. So, instead of pitting themselves against each other in a on-page vs. off-page SEO battle, you need to find time for both.
Local SEO
If you’re a contractor, chances are your business thrives on local work.
This is where Local SEO comes in.
Local SEO is mainly considered a subset of on-page SEO because it involves optimising elements on your website, such as content and metadata, to target local search queries. However, it also extends into off-page SEO activities, particularly through local business listings, Google Business Profile optimisation, and acquiring local backlinks.
As a trade professional, you should make Google Business Profile your best mate when you’re getting started with local SEO. It’s a free tool that helps you manage how your business appears in local searches. Making sure you’re the first company that pops up when someone nearby searches for services you offer is the name of the game, and having a solid GBP listing is a great place to start.
Add in local citations (mentions of your business name, address, and phone number across the web) and glowing customer reviews, and you’ve got a recipe for local SEO success.
Don’t worry, we’ll dive into the specifics of how to nail Local SEO later on.
Technical SEO
Now, let’s talk about the nuts and bolts of your website—technical SEO.
This one’s all about making sure your website is easy for search engines to crawl and index. Think of it like keeping your work van in top shape—if the engine’s not running smoothly, you’re not going anywhere fast. Key areas include having a solid website structure, fast loading times, mobile-friendliness (because let’s face it, everyone’s on their phones), and using structured data (fancy code that helps search engines understand your content).
We’ll break this down more as we go.
SEO Vs PPC
Finally, let’s touch on SEO versus PPC (Pay-Per-Click).
SEO is all about earning your place in search results through hard work and smart strategies. It’s like building a house—solid, long-lasting, and rewarding in the long run. PPC, on the other hand, is paying for instant visibility—like renting a billboard on the motorway. You pay every time someone clicks on your ad.
Both have their perks, but understanding the difference will help you decide where to invest your time and money. In this ultimate guide to SEO, we’ll leave PPC alone for now, but you can check out our blog for more on this speedy, but potentially costly, traffic source if you want to find out more.
That’s the basics in a nutshell! As we go deeper into this guide, we’ll flesh out each of these topics to help you get the most out of your SEO efforts.
%%Keyword Research%% for Contractors
Keywords are the backbone of any successful SEO strategy.
In this section, we'll walk you through everything you need to know about keyword research, so you can target the right terms and get your business in front of the customers who matter most.
What is Keyword Research?
Keyword research is all about figuring out what your potential customers are searching for online.
Imagine you’re a plumber in Manchester. You want to know if people are searching for 'emergency plumber Manchester' or '24/7 plumbing services.' These phrases are your keywords—the magic words that, when used right, can connect you directly with the people who need your services. Basically, keyword research is the foundation of any strong SEO strategy.
It’s like laying foundations—you need to get it right, or your whole SEO strategy could wobble and collapse.
Finding the Right Keywords
So, how do you find these golden keywords?
It’s not as hard as it sounds. There are loads of tools out there to help you—Google Keyword Planner, Ubersuggest, and SEMrush, just to name a few. These tools can show you what people are searching for and how often.
But here’s the kicker: not all keywords are created equal.
- Long-tail vs. Short-tail Keywords: Short-tail keywords are brief and broad—like 'plumber.' They get lots of searches but are super competitive. Long-tail keywords, on the other hand, are more specific—like 'emergency plumber in Manchester.' They might not get as many searches, but the people who do search them are more likely to need your exact services. It’s like fishing in a smaller pond where the fish are more likely to bite.
Understanding Keyword Intent
Next up, keyword intent.
This is about understanding why someone is searching for something. Are they just looking for information, trying to find a specific website, or ready to make a purchase?
Knowing the intent behind a keyword helps you tailor your content to meet your customers’ needs.
- Navigational Intent: When someone’s looking for a specific page or site, like typing 'Instagram login.'
- Informational Intent: These guys and girls are in research mode. They might search for 'how to fix a leaky tap' because they want to try it themselves—or they might just need a quick guide before deciding to call in the pros.
- Commercial Intent: This is when someone is researching products or services before making a purchase decision, but they’re not quite ready to commit yet. For tradespeople, this might look like searches for 'best roofing materials for a new build' or 'top-rated HVAC companies in London.' These folks are likely comparing options or looking for reviews and recommendations. Ranking for commercial intent keywords can position your business as the trusted choice when they’re ready to pull the trigger.
- Transactional Intent: These are the goldmine searches. When someone types 'hire an electrician in Birmingham,' they’re ready to get down to business. You want to rank for these keywords because they lead directly to conversions.
Local vs. National Keywords
For tradesmen and women, local SEO should be their bread and butter.
Most of your jobs come from people nearby, so focusing on local keywords is crucial. You want to rank for searches like 'roofing services in Bristol' rather than just 'roofing services.' Local keywords are more specific and often less competitive, making it easier for you to stand out.
That said, if you operate nationally or in multiple regions, you’ll want a mix of both local and broader keywords to cover all your bases.
Competitor Analysis
Finally, let’s talk about spying on the competition—legally, of course. You can put your binoculars down!
Competitor analysis is all about checking out what keywords your rivals are using and seeing what’s working for them. Tools like Ahrefs, Semrush, or Moz can help you see which keywords your competitors are ranking for, and whether it’s worth trying to outrank them. Think of it as checking out the other guy’s toolkit to see if there’s something you can add to your own.
By understanding your competitors’ strategies, you can find gaps in their approach and swoop in to claim those opportunities.
%%On-Page SEO%% for Contractors
When it comes to improving your website’s visibility, on-page SEO is where you’ll see some of the quickest wins.
Here, we'll cover the key areas you should focus on to make sure your website is both user-friendly and search engine-friendly.
Optimising Page Titles and Meta Descriptions
Let’s start with page titles and meta descriptions—they’re like the shopfront signs and window displays of your website.
Your page title is the first thing people (and search engines) see, so it needs to be spot on. Keep it clear, concise, and relevant—think about what your potential customer is searching for and make sure your title matches that. For example, instead of 'Home', go for something like 'Expert Plumbing Services in Cardiff | 24/7 Emergency Callouts'.
Your meta description is the little snippet of text that appears under your title in search results. It should give a quick, compelling summary of what’s on the page and include a call to action. Keep it under 160 characters, and make it descriptive and irresistible.
Check out some ‘Bad’ and ‘Better’ examples straight from the horse’s mouth (that’s Google, in case you were wondering):
This is your chance to convince someone to click on your link instead of your competitor’s.
Creating SEO-Friendly Content
Content is king, as they say. But not just any content—your content needs to be SEO-friendly and useful to your audience.
First off, make sure your content is high quality and relevant to what your customers need. Don’t just stuff it with keywords; Google’s too smart for that now. Instead, write naturally, focus on solving problems, and answer the questions your customers are asking.
Structure matters too.
Break your content into bite-sized chunks with clear headings, bullet points, and short paragraphs. This makes it easier to read and more likely to keep visitors on your site—two big wins for SEO.
Finally, keep your content fresh. Regularly update your site with new blog posts, case studies, or project galleries. Google loves fresh content, and so do your visitors.
Using Headers and Tags Correctly
How you structure your blog posts matters. Headers (like H1s, H2s, H3s) are more than just a way to make your text look pretty—they’re crucial for SEO.
Your H1 tag is the main heading of the page, and you should only have one per page. It tells search engines what your page is about. Make sure it includes your main keyword and is directly relevant to the content.
H2s and H3s are subheadings that help break up the content and make it easier to read. They also give search engines more context about what’s on the page. Use these tags logically—think of them like an outline. H1 is your main topic, H2s are the big sections, and H3s (and below) are the details under each section.
Proper use of headers helps with SEO and enhances user experience, which is just as important.
Optimising Images
Images can really liven up a webpage, but they can also slow it down if you’re not careful.
A slow site can hurt your SEO, so it’s crucial to optimise your images. Start by compressing your images to reduce their file size without losing quality—tools like TinyPNG or ImageOptim are great for this.
Next, always include alt text with your images. Alt text serves two purposes: it helps visually impaired users understand what’s in the image, and it gives search engines more information about your content. Use descriptive alt text that includes your keywords where relevant, but don’t overdo it. For example, if you’re posting a job image, instead of 'image1.jpg', go for something like 'high-quality roofing installation in Leeds'.
It’s simple, effective, and boosts your SEO.
Internal Linking Strategies
Internal linking is like setting up a breadcrumb trail through your website, guiding visitors to the most important pages.
It’s also a powerful tool for SEO because it helps search engines understand the structure of your site and what pages are most important. Start by making sure your URL structure is clean and easy to follow—use descriptive, keyword-rich URLs rather than random strings of numbers or letters.
When adding internal links, think strategically. Link to related pages to keep visitors on your site longer and help them find the information they need. For example, if you have a blog post about 'how to prevent plumbing emergencies', link to your emergency plumbing services page.
This improves the user experience, and it also signals to search engines that these pages are important, boosting your trade business’s SEO.
%%Off-Page SEO%% for Contractors
While on-page SEO is crucial, what happens off your website is just as important.
Off-page SEO helps build your website's authority and trustworthiness in the eyes of search engines and potential customers. In this section, we'll explore how to boost your online presence beyond your website's borders.
Understanding Off-Page SEO
Off-page SEO is all about building your website’s reputation and authority across the web.
While on-page SEO deals with what you can control on your own site, off-page SEO focuses on how the rest of the internet sees you. The aim here is to make your website appear as trustworthy and relevant as possible in the eyes of search engines like Google and Bing.
It’s a bit like networking in the real world—the more credible connections you have, the better your reputation.
Link Building for Contractors
Backlinks are still the backbone of off-page SEO.
They’re like a vote of confidence from one website to another. The more high-quality backlinks you have pointing to your site, the more search engines will trust you and boost your rankings. But not all backlinks are created equal—getting a link from a respected industry website is worth far more than dozens of links from random blogs.
Here are several effective strategies for building quality backlinks:
- Guest Posting: By writing informative articles for other websites, you can include a link back to your own site. This improves your SEO and introduces your trade business to a new audience. Target industry-specific blogs, local business sites, or even trade associations that align with your expertise.
- Supplier and Manufacturer Links: If you work closely with specific suppliers or manufacturers, reach out to them and ask if they would be willing to feature your business on their website with a link back to yours. This can be particularly effective if you use their products or tools in your work—they might even include a case study or testimonial.
- Local Business Directories: Make sure your business is listed in local online directories. Sites like Yell, Checkatrade, and MyBuilder are useful for attracting local customers, and they also provide valuable backlinks. The key here is to ensure your business information is consistent across all platforms. We’ll dive deeper into this in the upcoming Local SEO for Contractors section.
- Sponsorships and Partnerships: Sponsoring a local event or partnering with a community organisation can earn you a mention on their website, often with a backlink. It’s a great way to give back to the community while boosting your SEO. Look for opportunities that align with your business values and target audience.
- Testimonials and Reviews: Offer to provide testimonials or reviews for businesses you work with. Many companies will feature these on their website along with a link back to yours. It’s a simple and effective way to build relationships and get those valuable backlinks.
- Content Sharing with Industry Influencers: Create shareable content like how-to guides, infographics, or case studies, and reach out to industry influencers or local businesses. If they find your content valuable, they might share it on their site or social media, linking back to you. This helps with link building and enhances your visibility.
- HARO (Help a Reporter Out): HARO is a platform where journalists seek expert quotes and information for their articles. By signing up and responding to relevant queries, you might get featured in an article with a backlink to your site. It’s a bit more time-consuming but can result in high-quality backlinks from reputable sources.
- Creating a Resources Page: Develop a resources page on your website where you link to useful tools, guides, or articles. Then, reach out to the sites you’ve linked to and let them know you’ve included them in your resources. They might return the favour by linking back to you.
These link-building methods provide a variety of avenues for you to earn high-quality backlinks, which will boost your website's authority and improve their search engine rankings.
The focus should always be on quality over quantity—build strong, relevant links and you’ll enhance your site’s credibility over time.
Local SEO and Google Business Profile
For contractors, Google Business Profile is a must-have.
It’s your digital business card and makes it easier for local customers to find you. Start by setting up your profile if you haven’t already. Ensure all the information is accurate—your business name, address, phone number, and hours of operation.
But don’t stop there.
Add high-quality photos of your work, update posts regularly, and respond to customer queries. This keeps your profile active and helps you stand out in local search results.
A well set up and fully optimised profile not only improves your visibility but also builds trust with potential clients. If you’re interested in doing it the right way, check out out guide to setting up and optimising Google Business Profile.
Online Reviews and Reputation Management
Online reviews are like word-of-mouth for the digital age, and they have a significant impact on your SEO.
Search engines take reviews into account when determining your website’s credibility and relevance. The more positive reviews you have, the better. But it’s not just about the number of reviews—it’s also about how you manage them.
Respond to reviews—both good and bad
Thank your happy customers and address any issues raised by unhappy ones.
This shows that you care about your clients and are committed to providing a great service. Encouraging satisfied customers to leave reviews can also help boost your reputation, and a solid online reputation can be the deciding factor for many potential customers. Over 90% of people say online reviews have impacted whether they buy or not.
Ignore them at your peril!
Social Media Signals
While social media isn’t a direct ranking factor, it still plays a role in your overall SEO strategy.
Think of social media as a way to amplify your content and reach a wider audience. The more your content is shared and engaged with on platforms like Facebook, LinkedIn, or Instagram, the more likely it is to attract backlinks and drive traffic to your site.
Regularly posting updates, sharing your latest projects, and engaging with your followers can all contribute to stronger social signals, which in turn can give your SEO efforts a boost.
Mixing Offline and Online
Don’t underestimate the power of mixing offline and online strategies.
Building partnerships with local businesses or industry websites can lead to valuable backlinks. For instance, if you’ve done a job for a well-known local company, see if they’ll mention you on their website and link back to yours. You can also offer to write a guest post for their blog or feature them in one of your own posts.
The idea is to create a win-win situation where both parties benefit, and your SEO gets a boost in the process.
%%Technical SEO%% Essentials
Technical SEO might seem a bit behind-the-scenes, but it's what keeps your website running smoothly and ranking well.
Here, we'll break down the essential technical elements you need to get right to ensure your website performs at its best and is easy for both users and search engines to navigate.
Website Speed and Performance
In the fast-paced world of online browsing, speed is everything.
If your website takes too long to load, visitors are likely to click away faster than you can say 'SEO'. Search engines, especially Google, take page load speed seriously—it’s a ranking factor that can make or break your site’s visibility.
So, how can you speed things up?
First, consider compressing graphics and images using next-gen formats like WebP or AVIF, which reduce file size without sacrificing quality. Second, use browser caching to save some of your site’s data on visitors’ devices, so pages load faster on return visits. Finally, use a Content Delivery Network (CDN) to distribute your site’s content across multiple servers worldwide, ensuring quicker access from different locations.
These tweaks can significantly boost your site’s performance, leading to happier visitors and better rankings.
Mobile-Friendliness (AKA Responsiveness)
More people are browsing the web on their phones than ever before, which means your site needs to look and work great on mobile devices.
In fact, Google’s indexing is now mobile-first, meaning it primarily uses the mobile version of your site for ranking and indexing. If your website isn’t mobile-friendly, you’re missing out on a huge chunk of potential traffic and likely hurting your SEO.
To ensure your site is mobile-friendly, ensure it’s responsive—this means it automatically adjusts to fit any screen size.
Check that buttons and links are easy to tap, text is legible without zooming, and your navigation is simple and intuitive. Test your site on multiple devices and use Google’s Mobile-Friendly Test tool to identify any issues.
A fully responsive site improves your SEO and enhances the user experience, leading to more engagement and conversions.
Finding and Fixing Errors
Technical SEO goes beyond making things faster or prettier—it’s also about finding and fixing the hidden errors that can undermine your site’s performance. Crawl errors and broken links are two common issues that can hurt your SEO.
Crawl errors occur when search engines try to access a page on your site but can’t. These could be due to a broken URL, a server error, or a blocked resource. Use SEO tools like Google Search Console to identify and fix these errors.
Broken links, both internal and external, frustrate visitors, and they send bad signals to search engines. Regularly audit your site using tools like Semrush, Screaming Frog, or Ahrefs to find and fix broken links, ensuring your site is fully functional and easy for both users and search engines to navigate.
Secure Websites (HTTPS)
Security is non-negotiable when it comes to SEO.
A secure website protects visitors’ data and earns you brownie points with search engines. Google has made HTTPS—where the ‘S’ stands for ‘Secure’—a ranking factor, so if your site isn’t secure, you could be missing out on higher rankings.
To switch from HTTP to HTTPS, you’ll need to get an SSL certificate, which encrypts data exchanged between your website and its visitors. Many hosting providers offer SSL certificates for free, and the switch is usually straightforward. Once your site is secure, check that all pages are correctly redirected from HTTP to HTTPS to avoid any duplicate content issues.
A secure site builds trust with your visitors and search engines, making it a win-win for everyone.
Helping the Bots
Search engines use bots to crawl and index your site, so making their job easier can pay off in your SEO efforts.
Here’s how you can lend a hand:
XML Sitemaps and Robots.txt Files
An XML sitemap is like a roadmap of your website, guiding search engines to all your important pages. It’s crucial for ensuring your site is fully indexed. You can easily create an XML sitemap using tools like Yoast SEO or Screaming Frog and submit it to Google Search Console.
The robots.txt file, on the other hand, tells search engines which pages they should or shouldn’t crawl. Use it wisely to keep sensitive or irrelevant pages out of search results.
Structured Data and Schema Markup
Structured data helps search engines understand the content on your site better, allowing them to display rich snippets in search results (like star ratings or event dates).
Schema markup is a type of structured data that you can add to your HTML to improve the way your page is represented in SERPs. For tradies, using local business schema markup is particularly powerful. It can enhance your visibility in local searches by including details like your business name, address, phone number, and operating hours directly in search results.
Implementing these strategies ensures that search engines can crawl, index, and understand your site more effectively, ultimately boosting your visibility and ranking.
%%Local SEO%% Strategies for Contractors
As you're looking to attract customers in your area, local SEO should be your main focus. It’s by far the best SEO for contractors looking to pick up work in their immediate neighbourhood.
In this section, we'll dive into the strategies that will help your business stand out in local searches, making sure you're the first name people see when they need a contractor nearby.
Why Local SEO Matters
For trade business owners, local SEO isn’t just important—it’s vital.
Your business thrives on local work, so being visible in local searches is the key to attracting the right customers. When someone nearby searches for services you offer, like ‘electrician in Leeds’ or ‘roof repair in Manchester’, you want to be the first name they see. That’s where local SEO comes in. It’s the best way to optimise your online presence if you want to attract more business from relevant local searches.
Think of it as putting up a big, eye-catching sign right where your potential customers are looking.
Optimising for Local Search
To ensure your business appears in local searches, you need to optimise your website and online presence with several key tactics:
Targeting Location-Specific Keywords
Start by identifying the keywords your customers are using, but with a local twist.
So, instead of just ‘plumber’, go for ‘plumber in Bristol’ or ‘emergency plumbing Bristol’. Integrate these keywords naturally into your website content, meta descriptions, and headers to get the most out of them. You can also create dedicated pages (see landing pages below) or blog posts focused on specific locations or services you offer in different areas.
This helps with SEO and makes your site more relevant to local searchers.
Local Content Creation
Creating content that’s specific to your local area is another powerful strategy.
Write blog posts about local events you’ve been involved in, case studies of projects in the area, or even guides to seasonal maintenance tips relevant to your region.
The more locally relevant content you have, the more you’ll resonate with search engines and potential customers.
Localised Landing Pages
If you serve multiple areas, consider creating dedicated landing pages for each location.
For instance, if you offer services in Manchester and Liverpool, you should have separate pages optimised for each location. These pages should include local keywords, customer testimonials from the area, and specific details about the services you offer there.
This strategy helps ensure you rank well in searches specific to each location.
Local Business Schema Markup
As we discovered in the last section, adding schema markup to your website’s code helps search engines understand your business’s location and services more clearly.
Using local business schema, you can highlight important details like your address, phone number, and operating hours, making it easier for your business to appear in local search results.
This can also enhance your listing with rich snippets, which can include things like star ratings or customer reviews right in the search results.
Geotagging Images
When you upload images to your website or social media, consider geotagging them with your business location. This involves embedding location data into your image files, which can help boost your visibility in local searches, especially on platforms like Google Maps.
It’s a simple step that can make a difference, especially when you’re trying to dominate local search.
Check out how to geotag images for local SEO to get a step-by-step tutorial on how to get this done.
Engaging in Local Sponsorships and Events
Sponsoring local events or participating in community activities can generate local buzz and result in mentions on other websites, which often include a backlink to your site. This improves your trade business’s SEO and enhances your reputation in the local community.
Google Posts
Regularly posting updates via your Google Business Profile’s Google Posts feature can boost your local visibility.
These posts can be used to share news, special offers, or updates about your services. Google Posts are particularly effective because they can appear directly in local search results, giving potential customers an immediate reason to click through to your site.
Creating a Google My Maps
Google My Maps allows you to create custom maps for your business, which can be embedded on your website or shared across your online platforms.
You can highlight areas where you’ve completed projects, detail service areas, or even offer interactive guides to local landmarks and amenities. This can increase engagement with your site, which in turn will help improve all of your other local SEO efforts.
However, it’s not a direct ranking factor. As it’s something you have control over, Google won’t give you a bump in rankings, unfortunately.
Getting the Most from Google Business Profile
We’ve already touched on Google Business Profile (GBP), but it’s worth revisiting because it’s such a critical part of local SEO.
Your GBP listing is often the first thing potential customers see, so it’s vital to keep it up-to-date and optimised.
Regular Maintenance and Updates
To start with, make sure all your business details are accurate—this includes your business name, address, phone number, and hours of operation. Get these set up straight away.
It’s important to remember that GBP is not a one-and-done affair. Too many tradies set GBP up and wash their hands of it, which is a huge mistake. You must regularly update your listing with fresh photos of your work, posts about special offers or services, and any other relevant updates. Oh, and don’t forget those all important reviews (which we’ll get to next).
Google favours active listings, so keeping yours fresh can help you rank higher in local search results.
Encouraging Customer Reviews
Customer reviews are gold for local SEO.
They influence potential customers and also send positive signals to Google. Encourage satisfied customers to leave a review by making it easy—send a follow-up email with a direct link to your GBP review page, or mention it at the end of a job.
And be sure to respond to all reviews, whether they’re glowing or not. A thoughtful response shows that you care about your customers and their feedback.
NAP Consistency
NAP stands for Name, Address, Phone number, and consistency is key.
Your NAP information should be exactly the same across all online platforms—your website, Google Business Profile, social media pages, and any directories you’re listed in. Inconsistent information can confuse search engines and potential customers, leading to lower rankings and lost business.
Double-check all your listings and make sure your NAP details are identical everywhere.
Local Citations and Directories
Local citations—mentions of your business’s NAP information on other websites—are another important factor in local SEO. These citations can appear in local business directories, industry-specific sites, or even local news websites.
The more consistent and widespread your citations, the more trust search engines place in your business.
Listing Your Business in Local Directories
Start by listing your business in key local directories like Yell, Thomson Local, and Checkatrade. Each listing acts as a citation, reinforcing your business’s presence online.
It’s also a good idea to get listed on niche directories specific to your trade, as these can provide highly relevant backlinks. These backlinks won’t be as valuable as those you’ll earn through other methods, but they are easy to obtain and will give your site a decent foundation to build on.
They’ll also enhance your visibility to potential customers, which is always a good thing!
Manual vs. Done-for-You Listings
You can either list your business manually by submitting your NAP details to each directory one by one, or you can use a service like BrightLocal to do it for you.
BrightLocal and similar services automate the process, ensuring your listings are consistent across multiple directories and save you hours of boring work. This can be particularly useful if you’re short on time or want to ensure that your citations are managed effectively.
You will, however, have to pay them to take care of it for you. Sorry about that ☹️
%%Content Marketing%% for Contractors
Content is king when it comes to building trust and attracting new customers.
In this section, we'll explore the different types of content you can create, how to use it effectively for tradesmen SEO, and strategies to keep your content fresh, engaging, and widely seen.
Content Types
Content marketing for contractors goes beyond just bashing at a keyboard. You need to be strategic and choose the right types of content that will resonate with your audience and drive results.
Here are some content types that work best for contractors:
- Blogs: Regular blog posts are a fantastic way to share your expertise, answer common questions, and attract traffic to your site. They’re also great for improving your SEO and ranking for specific keywords.
- Case Studies: Showcasing your previous work through detailed case studies can be a powerful way to demonstrate your skills and success stories. They help build trust with potential clients by showing real-life examples of what you’ve achieved.
- Testimonials: Customer testimonials are incredibly valuable for building credibility. They serve as social proof that your services are up to scratch and that you deliver on your promises.
- How-To Guides: Step-by-step guides or DIY tips can attract visitors who are looking to tackle smaller projects on their own. These can position you as an expert in your field and increase the likelihood that they’ll call you for bigger jobs.
- Video Content: Videos showcasing your work, customer testimonials, or even simple how-to clips can be highly engaging and shareable. Video content is also excellent for boosting your site’s visibility on platforms like YouTube, which can drive traffic back to your website.
- Infographics: Visual content like infographics can break down complex information into easy-to-understand graphics. These are great for sharing on social media and can generate backlinks if they’re informative and eye-catching.
- Project Galleries: A gallery showcasing your completed projects can serve as a portfolio for potential clients. High-quality images of your work can speak volumes about your craftsmanship and attention to detail.
- FAQs: A Frequently Asked Questions section can address common customer queries while improving your trade business’s SEO. It’s a simple yet effective way to provide value to your audience and keep them on your site longer.
Blogging for SEO
As blogging is one of the most effective ways to boost your trade website’s SEO, we thought we’d explore the topic in a little more depth.
Here are a few tips to help you create and optimise your blog posts:
Keyword Research
Start by identifying the keywords and phrases your potential customers are searching for. Use these keywords naturally throughout your blog post, especially in the title, headings, and meta description.
Structure
Keep your blog posts well-organised with clear headings (H2s and H3s), bullet points, and short paragraphs. This makes your content more readable and helps search engines understand the structure of your content.
Internal Linking
Link to other relevant pages or blog posts on your site. This keeps visitors on your site longer and helps search engines understand the relationship between your content.
Optimising Images
Include relevant images to support your content, and don’t forget to optimise them with alt text that includes your keywords.
Creating Evergreen Content
Focus on creating evergreen content—posts that remain relevant over time.
Examples include ‘How to Prepare Your Home for Winter’ or ‘Essential Plumbing Maintenance Tips’. These posts can continue to attract traffic and leads long after they’re published, making them valuable assets for your site.
Case Studies and Testimonials
Case studies and testimonials are key ingredients for successful contractor content marketing. They allow you to showcase your best work and provide proof that you deliver results.
Here’s how to use them effectively:
Case Studies
Create detailed case studies that walk potential customers through the problem a client faced, how you solved it, and the results. Include before-and-after photos, client quotes, and data to back up your success.
These case studies build trust and improve your SEO, especially if they’re keyword-optimised.
Testimonials
Gather testimonials from satisfied clients and feature them prominently on your website.
A dedicated testimonials page or incorporating them into your case studies can reinforce your credibility. Video testimonials can be particularly impactful as they add a personal touch and make the praise feel more authentic.
Content Calendars and Strategy
A content calendar is essential for staying organised and consistent with your content marketing.
Here’s how to plan and maintain an effective content schedule:
- Planning: Start by mapping out the key topics and content types you want to cover over the next few months. Consider seasonal trends, upcoming events, and any promotions you plan to run. This ensures your content is timely and relevant.
- Frequency: Decide how often you’ll publish new content—whether it’s weekly, fortnightly, or monthly. Consistency is key, so choose a schedule that you can realistically maintain.
- Content Mix: Balance your content calendar with a mix of content types—blogs, case studies, videos, and more. This keeps your audience engaged and caters to different preferences.
- Monitoring and Adjusting: Use tools like Google Analytics to track the performance of your content. If certain topics or types of content perform better, adjust your strategy to focus more on what works.
Content Promotion Tips
Creating great content is just the first step—promoting it effectively ensures it reaches the right audience. Here are some tips to maximise your content’s reach:
Social Media Sharing
Share your content across all your social media platforms. Tailor your posts to each platform’s audience and use engaging visuals to capture attention.
Don’t forget to encourage your followers to share your content as well.
Email Marketing
Include your latest blog posts, case studies, or guides in your email newsletters. It’s a great way to keep your existing customers engaged and drive traffic back to your website.
Guest Blogging
Write guest posts for other industry blogs or local business websites. This helps you reach a wider audience and generates backlinks to your site, boosting your SEO.
Collaborations and Partnerships
Partner with other local businesses or influencers in your industry to promote each other’s content. This can expand your reach and introduce your business to new audiences.
Paid Promotion
Consider using paid ads on social media or Google to promote your high-value content. This can be particularly effective for reaching a targeted audience and driving more qualified traffic to your site.
Measuring and Tracking %%SEO Success%%
To know if your SEO efforts are paying off, you need to measure and track your progress.
In this section, we'll guide you through the key metrics to watch, the best tools for the job, and how to use data to make smarter decisions for your business.
SEO Metrics That Matter
Once you’ve put all your SEO efforts into play, it’s essential to track your progress and measure success. But with so many tradesmen SEO metrics out there, which ones should you focus on?
Here are the key SEO metrics that matter most to tradesmen and women:
Organic Traffic
This is the number of visitors coming to your website from search engines like Google and Bing. It’s one of the most important metrics because it shows how well your site is performing and highlights pages that could use a little love.
A steady increase in organic traffic is a good indicator that your SEO strategies are working.
Keyword Rankings
Monitoring where your website ranks for specific keywords is crucial. It gives you insight into how well you’re doing for the terms that matter most to your trade business.
Keep an eye on your rankings for high-priority keywords, but also track progress for long-tail keywords, which can drive more targeted traffic.
Bounce Rate
This metric tells you the percentage of visitors who leave your site after viewing just one page (they bounce back to the search results to look for an alternative).
A high bounce rate can indicate that visitors aren’t finding what they’re looking for, whether it’s due to slow page load times, irrelevant content, or poor user experience. Reducing your bounce rate can lead to higher engagement and better rankings.
Conversion Rate
It’s not enough to just attract visitors—you want them to take action, whether that’s filling out a contact form, booking a service, or making a purchase.
Your conversion rate measures the percentage of visitors who complete a desired action on your site. Tracking this metric helps you understand how effectively your site turns traffic into leads or customers.
Click-Through Rate (CTR)
This measures how often people click on your site’s link in the search results.
A low CTR might mean that your meta titles or descriptions aren’t compelling enough. Optimise these elements to improve your CTR and drive more traffic to your site.
Backlinks
Keep track of the number and quality of backlinks pointing to your site.
High-quality backlinks from reputable sites signal to search engines that your content is valuable and authoritative, which can improve your rankings.
Pages per Session
This metric shows how many pages a visitor views in a single session.
A higher number suggests that visitors are engaged with your content and finding it useful, which is great for SEO.
Average Session Duration
This tells you how long visitors are staying on your site.
Longer sessions usually indicate that people are finding your content valuable and engaging. Improving this metric can lead to better user experience and higher rankings.
Tools for Monitoring SEO Performance
To effectively measure and track your SEO success, you need the right tools in your toolkit.
Here are some of the best tools for tracking your SEO efforts:
Google Analytics (Free)
This is a must-have tool for tracking virtually every aspect of your website’s performance.
Google Analytics provides detailed insights into your organic traffic, bounce rate, conversion rate, and much more. It’s incredibly versatile and can be customised to track the metrics that matter most to your business.
Google Search Console (Free)
Another essential tool, Google Search Console, allows you to monitor your website’s presence in Google search results.
It provides data on keyword rankings, click-through rates, and any issues Google’s crawlers might encounter on your site. It’s also where you can submit your sitemap and see which pages are indexed.
SEMrush (Paid, but has a free tools)
SEMrush is an all-in-one SEO tool that offers keyword tracking, backlink analysis, competitive research, and a whole lot more.
It’s particularly useful for monitoring your keyword rankings and identifying new opportunities for optimisation.
Ahrefs (Paid, but has a free tools)
Ahrefs is another powerful SEO tool known for its backlink analysis capabilities. It also offers keyword tracking, site audits, competitor analysis, and pretty much everything else any business operating online could ever need.
Ahrefs a great tool for understanding your site’s link profile and finding new link-building opportunities.
Moz Pro (Paid, but has a free tools)
Moz Pro offers a range of SEO tools, including keyword research, rank tracking, and site audits. Its Link Explorer tool is particularly useful for tracking your backlink profile.
Yoast SEO (Free, but has a premium upgrade)
If your site is built on WordPress, Yoast SEO is a handy plugin for on-page optimisation.
It helps with keyword optimisation, meta descriptions, and readability, and provides a quick SEO score for each page and post.
Making Data-Driven Decisions
Tracking metrics is one thing, but the real power comes from using that data to make informed decisions on how to improve your online visibility and business as a whole.
Here’s how to interpret your SEO data and adjust your strategy based on performance:
- Identify Trends: Regularly review your metrics to identify trends over time. Are certain keywords steadily rising in rankings? Is your organic traffic growing month over month? Look for patterns that indicate what’s working and where there might be issues.
- Diagnose Problems: If you notice a drop in traffic or a high bounce rate, dig into the data to find the root cause. Is a specific page underperforming? Are there technical issues like slow load times or broken links? Use your tools to pinpoint the problems and take corrective action.
- Adjust Your Strategy: Use your insights to refine your SEO strategy. For example, if certain keywords are driving more traffic and conversions, focus more content and resources on those areas. If your backlink profile is weak, invest time in link-building efforts. The key is to be flexible and responsive, continuously tweaking your approach based on what the data tells you.
- Set Realistic Goals: Based on your data, set achievable SEO goals. Whether it’s increasing your organic traffic by 20% over the next quarter or improving your keyword rankings for specific terms, having clear targets will help you stay focused and measure success.
- Test and Iterate: SEO is not a one-and-done task—it’s an ongoing process. Regularly test different strategies, such as adjusting your content, updating meta tags, or trying new keywords. Monitor the results, and keep refining your approach to achieve the best possible outcomes.
9 Common %%SEO Mistakes%% to Avoid
1. Not Having a Clear SEO Strategy
Diving into tradesmen SEO without a plan is like setting off on a road trip without a map. You need a clear strategy to guide your efforts, set goals, and measure success.
Without it, you’ll waste time and resources with little to show for it.
2. Focusing on Quantity Over Quality in Content
Churning out lots of content might seem like a good idea, but if it’s not high quality, it won’t do you any favours.
Focus on creating valuable, well-researched content that genuinely helps your audience rather than pumping out generic articles.
3. Keyword Stuffing and Over-Optimisation
Stuffing content with keywords in a bid to rank higher can actually hurt SEO for tradesmen and women. Search engines are smart—they prioritise natural, useful content.
Keep your keyword use balanced and relevant.
4. Neglecting Local SEO Elements
If you rely on local customers, ignoring local SEO is a big mistake.
Ensure your Google Business Profile is optimised, gather local reviews, and target location-specific keywords to capture local searches.
5. Ignoring Mobile Optimisation
With more people browsing on their phones, a mobile-friendly website is crucial. Ignoring mobile optimisation can lead to a poor user experience and hurt your search rankings.
Make sure your site is responsive and easy to navigate on all devices.
6. Failing to Update Content Regularly
Old, outdated content can drag down your site’s performance.
Regularly updating your content keeps it fresh, relevant, and more likely to rank well. Plus, it signals to search engines that your site is active and maintained.
7. Poor Site Architecture and User Experience
If your site is difficult to navigate or has a confusing layout, visitors will bounce, and search engines will take notice.
A well-structured site with a clear hierarchy and intuitive navigation is key to both good user experience and strong SEO.
8. Using ‘Black Hat SEO’ Techniques
Tactics like buying backlinks, cloaking, or any other underhand method, may bring you some short-term gains, but they’ll get you penalised in the long run.
Stick to ethical, ‘White Hat’ SEO practices that build sustainable, long-term success.
9. Not Using Data to Refine Your Strategy
Ignoring the data at your fingertips means missing out on opportunities to improve. Regularly review your SEO metrics, learn from them, and tweak your strategy accordingly.
SEO isn’t a one-time task—it’s an ongoing process of optimisation.
%%FAQs About SEO%% We Get From Contractors
- What is SEO, and why is it important for my business?
SEO, or Search Engine Optimisation, is the process of improving your website to increase its visibility on search engines like Google. For contractors, this means more potential customers can find your services online, leading to more leads and jobs. - What is the difference between SEO for tradesmen and Local SEO?
SEO for tradesmen focuses on improving your website's visibility on a national or global scale, while Local SEO specifically targets users in your local area. Local SEO is essential for contractors as it helps you attract customers within your service area. - How long does it take to see results from SEO?
SEO is a long-term strategy, and it can take anywhere from 3 to 6 months to start seeing significant improvements in your search rankings. However, this can vary based on factors like competition and the current state of your website. - Can I do SEO on my own, or should I hire a professional?
While basic SEO practices can be done on your own, hiring a professional ensures that your strategy is comprehensive and up-to-date with the latest trends and algorithms. This is especially important for contractors who may not have the time or expertise to manage SEO effectively. - How does Local SEO help my business?
Local SEO helps your business appear in search results for users searching for services in your area. This includes optimising your Google Business Profile, getting local backlinks, and ensuring your NAP (Name, Address, Phone Number) information is consistent across the web. - What are keywords, and how do they affect my SEO?
Keywords are the terms people type into search engines when looking for services. Using relevant keywords throughout your website helps search engines understand what your site is about, making it more likely to appear in relevant searches. - How does Google Business Profile impact my Local SEO?
Google Business Profile (GBP) is crucial for Local SEO. An optimised GMB profile can help your business appear in local search results and on Google Maps, increasing your visibility to potential customers in your area. - What is the cost of SEO services for contractors?
The cost of SEO services varies depending on the scope of the work and the competitiveness of your market. It can range from a few hundred to several thousand pounds per month. It’s an investment that can provide significant returns in the form of new business. - What are backlinks, and why are they important?
Backlinks are links from other websites to yours. They are important because they signal to search engines that your website is trustworthy and authoritative, which can improve your search rankings. - How can I track the success of my SEO efforts?
You can track the success of your SEO efforts using tools like Google Analytics and Google Search Console. These tools allow you to monitor your website’s traffic, search rankings, and other key metrics. - Does having a mobile-friendly website impact my SEO?
Yes, having a mobile-friendly website is crucial for SEO. Google prioritises mobile-friendly sites in its search rankings, especially for local searches, as more people are using mobile devices to search for services. - How does content marketing tie into SEO for tradesmen?
Content marketing involves creating valuable, relevant content to attract and engage your target audience. High-quality content can improve your SEO by increasing time spent on your site, generating backlinks, and incorporating targeted keywords. - What are citations, and why do they matter for Local SEO?
Citations are mentions of your business’s name, address, and phone number on other websites. They are important for Local SEO as they help verify your business’s location and legitimacy to search engines. - Can reviews impact my SEO?
Yes, customer reviews can significantly impact your Local SEO. Positive reviews can improve your visibility in local search results and increase the likelihood that potential customers will choose your services. - What happens if I stop doing SEO?
If you stop SEO efforts, your search rankings could gradually decline as competitors continue optimising their sites. SEO for tradesmen and women should be an ongoing process that requires consistent attention to maintain and improve your rankings.
That's It, We're Done!
Congratulations! You've made it to the end of a whopping post.
Hopefully, you now have a deeper understanding of SEO and the impact this area of digital marketing can have on your business. If there's anything you're stuck on, need explaining further, or want advice on, shoot us an email. We're always happy to help out wherever we can.
Until next time, happy optimising!
