To earn as much business as possible online, it’s essential that contractors and home improvement pros alike understand the value of local search engine optimization (SEO) and how it can help attract new customers. HomeStars employs a special team that works hard to ensure HomeStars ranks high in local home improvement search results. These efforts help your business get found and hired by local homeowners.
While the concept of getting found in your neighbourhood on Google sounds great, you may be left wondering what local SEO is exactly, why it matters to your business and how HomeStars really plays a part in getting your business found online.
What is Local SEO?
Local SEO helps your contracting business become more visible in nearby or local home improvement search results. This form of SEO helps contractors promote their services to their local online homeowner community at the exact moment they’re searching for your services.
For example, instead of dropping off flyers on the doorsteps of someone who may or may not be interested in your contracting services, local SEO removes the guesswork from your marketing efforts. The local search results on Google targets those who are online looking for your services at the peak point of interest.
Why Should Local SEO Matter for Contractors?
Homeowners are searching for local contractors online for their project needs. They’re looking for quick results and can access businesses in the blink of an eye. Contractors who want to stay competitive and visible to their target audience every day should consider their local SEO strategy to become more visible and grow their business.
How to Improve Local SEO for Your Contracting Business
With so much competition, you may be left wondering how your business can make a mark and get on top of these valuable local search results. Here are some immediate tips that can get you started.
Step 1: Implement keywords
Your website and HomeStars profile are a great place to include keywords to help your business rank higher for local searches. An example of keywords could be “general contractor”, “home additions”, or “basement renovations”, depending on your category. These keywords will help Google recognize what services you provide. It’s important to keep in mind that oftentimes the more generic your keywords are, the higher the competition. Alternatively, try implementing keywords that speak to particular services and locations to help Google rank your business for more specific searches, ex. “bathroom renovations in toronto”.
What are Keywords?
When searching for a contractor, homeowners may use a variety of terms — some more general like, “contractor,” or, “contracting services,” and some more detailed like, “general contractor reviews,” or, “renovation contractor in toronto.” Both are examples of keywords or key-phrases that homeowners are typing in search engines when they’re in the researching phase. As a business owner, you want the keywords on your website and other platforms such as your HomeStars profile, to be relevant to what homeowners are searching for so they have a better chance of finding your content among the results on search engines such as Google, Bing, and Yahoo.
Why are Keywords Important?
When a homeowner enters a query in Google like (general contractor in vancouver) a search is performed and in a fraction of a second Google crawls millions of websites, and analyzes them using bots. Bots look for matching keywords and keyword phrases in content throughout the web.
When your keywords and key phrases match what your homeowner audience is searching for, your business may become more visible in search engine results pages (SERPs). The better you get at SEOing your website content with the right key terms, the better your chances of ranking higher in search engines, and ultimately being found online by homeowners.
How to Create Your List of Relevant Keywords
To kick your keyword research off, make a list of words that you associate with your service offering. Words encompassing the services you offer and location you serve are key. For example, “general contractor in barrie” is a keyphrase that isn’t too vague. Whereas “general contractor” is informative but can potentially be too broad and competitive to rank for. Google’s free Keyword planner can help you refine your list by showing search insights like volume, competition, and even suggestions on other words that might better target your customer.
Or, Leave the Keyword Research to HomeStars
With all this considered, keyword research takes effort and for many pros, time isn’t always on your side. At HomeStars, we’ve done the heavy lifting for you when it comes to SEO. We rank high in a majority of home improvement search queries which means more visibility and exposure for your business without the hassle. At HomeStars, we know the time it takes to land your next contract. It’s work, and you already have a day job. Rely on us to take care of the keyword research behind the scenes and do what you do best!
Where to Include Your List of Keywords on Your Website
Once you’ve created a great list of keywords you need to think about where and how to integrate them. Your website is a great place to start, including your homepage. The keywords you implement and showcase will notify website visitors that they’re in the right spot and put the spotlight on what you offer and can do for them.
Another place for keywords is on your “services” page. Not only is this a necessity for a homeowner to have a good experience on your website, but it is a no-brainer when integrating keywords. Add keywords like “home additions” or “condo renovations” for example. Then write a description about each to beef up the content and make it more helpful. Remember, Google wants to share informative, content that can answer its user’s queries, so ensuring your content is helpful and insightful is a priority.
Another tip, to help your business stand out and rank for searches that aren’t so competitive, is to create keywords that are more specific. For example, instead of simply incorporating “renovations” in your keyword strategy jazz it up by including the types of renovation styles you provide like “Craftsman style renovations“. Doing so can potentially give you the upper hand in ranking higher in Google as detailed long-tail key terms like this often have less competition.
Lastly, you should also look at integrating your keywords in the headers and sub-headers of your website copy. Doing so not only helps Google bots scan your content and pick up on keywords, but is useful for people looking through your website quickly.
Be Careful Not to Keyword Stuff! What this means is integrating your keywords repetitively in an unnatural way, or writing for search engines, and not your customers. Many pros used this hack to rank higher, but Google got smarter and updated its algorithms to spot these keyword tactics. Instead, Google now rewards businesses with natural content above others.
Step 2: Develop backlinks and citations
In order for contractors to have a strong local search engine presence, you will need to have links and citations on credible sites with good domain authority, like HomeStars.
What Is a Backlink?
Backlinking is the process of getting other websites to link back to your website. These links from third-party sources help Google deem your content as a trustworthy and reliable source for researching homeowners. Adding items like the HomeStars review widget on your website and including your website URL in your custom profile is a great way to help with link building as HomeStars is an authoritative and credible site in the eyes of Google. You can view backlinks as a vote of trustworthiness for your business’s website if done right.
For example, if five of your greatest, most reliable friends suggested you try out a restaurant, you would likely trust that you would be able to get a good meal there, as multiple individuals have vouched for it. This is similar to backlinks. Trusted, reliable websites referencing your contracting website can help Google have more confidence in sharing your website in the search results.
Why Are Backlinks Important for My Contracting Business?
So now you know what backlinks are, you may be wondering why they’re so important. For starters, backlinks can help you rank higher online. They indicate to Google and other search engines that you are a trusted authority in your industry and, therefore, deserve to rank at the top for key search terms related to your industry. Plus, they can boost your trustworthiness and credibility online.
Not to mention backlinks are essentially referral traffic to your website. Homeowners clicking on your link from a third-party source are eager to learn more about your business which can mean a potential lead for your business!
How to Start Building Backlinks
Here are a few backlink ideas when exploring backlink opportunities:
- Reach Out to Supplier or Distributor Websites
Think about your network and the existing relationships you have with parties like suppliers and distributors. If they have a website and you share a good relationship that could be an excellent opportunity for your business to suggest a link or get a mention on their “partner’s page” or blog article. You can also provide something in return like a glowing review, or potentially link back to them on your own website!
- Connect with Guest Blogs on Third-Party Sites
Guest blogging will take some research into relevant blogs, businesses, and influencers to find the right fit. Before getting started, invest in potentially creating your own blog before-hand. Once things are kicked off and you get into the swing of things, reach out to the right websites and see if you can work together. The value exchange is your contracting business’s content for their backlink so ensure that you’re reaching out to a website where your content would make sense to their readers.
- Share Your Story with Reputable Media Outlets
If you’re going to turn to the media in hopes of getting backlinks on a reputable news source, you need to ensure your business has done or is doing something newsworthy. You may be surprised to see how easily good news gets picked up and shared online. Whether it be your support in a charitable cause, some interesting new COVID-19 protocol, or a heartfelt story that involves your business, see if there is something worthwhile that would appeal to homeowners.
- Include Your Web Address on HomeStars and Other Directories
If you haven’t already, you should claim or create your free HomeStars profile. HomeStars is the largest home improvement site in Canada connecting homeowners with pros, making for an excellent and strong backlink. Upgraded pros can implement their web address in their HomeStars profiles, a trusted and authoritative resource to Google. Already have an upgraded HomeStars profile? Then ensure your website is up to date with the correct web address.
What Is a Citation?
In a nutshell, a citation is an online mention or reference of your business’s name on various informative websites. The key information you want to include online would be your business’s name, office address and business phone number. Your customers can find this information on various platforms such as local business directories, online review websites like HomeStars, your business category-specific directories, online discussion forums etc. Search engines like Google and Binge use these citations to verify your business listings which can improve your legitimacy and your business rank. With accurate contact information, search engines can help you reach potential customers by sharing your information in their search results.
Why Are Citations Important for My Contracting Business?
Google references different sites to determine more about a business. Having reviews, correct company contact details, and a complete list of services helps Google verify your company and the services you offer. When these details are accurate and consistent, Google has a clearer understanding of your business offering and what it provides homeowners, helping you rank higher in local search results.
What Are Some Good Citation Sites for Contractors?
Creating citations doesn’t have to be expensive. You can kick-start your citation-building by creating or claiming a business profile and inputting your business details on the below sites.
- Claim/Create a “Google My Business” Listing
Google My Business is a free business listing available to anyone. One benefit is that it can help to make your company more visible online. Google My Business can help you appear in local search results because it knows your basic location details. Claiming or updating your information accordingly with accurate information such as your business name, address, and phone number helps notify Google that your business information is correct. As many homeowners use Google as their search primary search engine, creating a listing on this platform can certainly improve your legitimacy and search ranking. - Claim or create your business listing on Bing Local
Bing Local is very similar to Google My Business. It offers businesses a free listing that helps homeowners find local companies. Bing is the second-largest search engine in the world so creating and claiming a listing and inputting accurate details in your profile is a great citation. - Create a Facebook Business page
A Facebook Business page is a free profile that can help increase your business’s brand awareness on a social channel. On your Facebook Business page, you can add business details such as phone number, address, and more. - Create or Claim your free HomeStars profile
With over 10-million homeowner visits annually, HomeStars is the largest home improvement site in Canada connecting homeowners with pros. Pros can sign up and register their business for a free profile, or upgrade for more exposure opportunities. HomeStars profiles are trusted and an authoritative resource to Google. This makes HomeStars profiles an extremely valuable citation for pros looking to boost their local SEO.
If you already have a HomeStars profile make sure your contact information is accurate and consistent with your other citations across different online platforms.
Step 3: Collect local homeowner reviews
Reviews help persuade prospects to use your services, and they tell Google that your business is legitimate. Plus, they’re jammed packed with keywords and specific content that relates to your industry and location. Collect reviews frequently, and continue to send the right signals to Google that you’re a real and active business.
HomeStars Can Help Your Local Search Engine Rankings
Something else to keep in mind is that HomeStars ranks highly in most home improvement search queries across Canada, like the below search for “General contractor in Barrie”.
- Google Snack Pack is a boxed area that appears on the first results page when a local online search is made through Google’s search engine. The Snack Pack box displays the top 3 local business listings most relevant to the search query.
- Organic search results are based on relevance to the user’s search query, links, domain authority and other organic ranking factors.
In the above example, you can see that HomeStars ranks high in the local organic search results, and with one study by SEO tool, Moz, sharing that 40% of consumers click organic search results first making this top spot incredibly valuable for visibility and exposure for your business locally.
To get started on improving your company’s local SEO, start to research and implement keywords that are relevant to your business, add the HomeStars review widget for improved link building, keep your contact details consistent in all your citations, and collect local homeowner reviews to get ahead.
Above all, you can sign up for a free profile with HomeStars to ensure your business is being found by homeowners who are looking for a local pro like you!
