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If you’re an independent contractor, you probably have a website that showcases your products and services. Over the years, the world wide web has become a great sales and marketing tool for almost all businesses that exist now. However, if you want your website to be effective in generating leads and sales, you can’t just treat it like an advertising brochure.

More than 90% of consumers go online to search for local services (usually Google) and 50% of them will only click on the first three entries found in the search results. This means that you need to have a marketing plan that puts you on the first page of search results. This will make it easier for potential customers to find your website. It will result in higher website traffic which will give you a much better chance of converting to more sales as opposed to traditional marketing.

Your contractor’s website needs to be augmented for SEO (Search Engine Optimization) best practices to increase your ranking in search engine results. SEO is broadly described as various techniques that use Google (and other search engine algorithms) to:

  • Drive website traffic
  • Increase online visibility and authority
  • Connect with customers
  • Grow your business

Contractor SEO is a marketing strategy that employs both on-page (the components of your actual website) and off-page (links to your site on other websites) so that you have an advantage when promoting your general contracting services. In this article, we provide a complete guide for search engine optimization for contractors.

Tips and good practices for effective SEO


1. Choose the right keywords by doing keyword research

Keywords are the words and/or phrases that a user types into a search bar. Examples include “general contractor” or “electrical contractor in Chicago, Illinois” Keyword research is one of the first things that you should do when developing your SEO strategy.

Use keywords and phrases that your potential customers will use to find your services. Make a list that reflects the services and products that you offer. It’s also important to understand that effective keywords can change over time, so it’s necessary to keep up to date with them.

There are different types of keywords that you can use. Some keywords are more competitive than others. Simply put, your direct competitors are likely to use many of the same one- or two-word keywords as you are. Therefore, it will be more difficult for these keywords to help you rank higher on search results. On the other hand, if you use more specific keywords and phrases with more than two or three words, it is less likely that your competitors will be using them also.

A good tool to use while doing your keyword research is Google’s Keyword Planner. It helps find the amount of web traffic that your keywords drive. It also helps you discover other related keywords that you can use.

2. Local SEO For Contractors

You can also optimize for local keywords. This is called local SEO. It is important for electrical contractors to connect with local customers. They can do this by utilizing SEO aimed at the local market. One way to accomplish this is to include a service area location page on your site.

Another local SEO strategy is to sign up for Google My Business. Google My Business is a free tool that allows businesses to manage how they appear on Google Search and Google Maps.


For keyword searches that mention specific markets, Google will show a map with a list of local companies that provide those services. This is called the Google Map Pack and your company will appear on it if you sign up for Google My Business.

Google Maps

3. Technical SEO – Make sure that your website design and its associated pages are attractive and technically sound.

A well-designed website should appear polished and professional. This will attract users and give a good first impression. Here are some tips:

  • Make sure it is easy to navigate and understand.
  • It must load fast, 3 seconds or less.
  • Regular maintenance is required. Avoid having broken links or error messages. Ensure that images appear correctly and do not slow downloading times.
  • Personalize your website. Use images of your team, your business, and the work that you do.

4. Structure your website so that it is easy for search engines to crawl

Search engines need to understand what the content of your web pages is about. This helps them to display your website based on the relevance and search queries. Everything from URL structure, page organization, meta descriptions, title tags, and more will inform search engines about website quality. This will influence search engine result rankings.

Assign each one of the keywords from your keyword list to each landing page on your website. Also mention them in the associated title, header tags, meta description, and body of the page.

5. Create good content

Content includes your home page, blog posts, landing page copy, social media posts, etc.

Update your site regularly with unique content. This shows that your site is up to date and helps improve your search engine rankings. Content needs to be high-quality and relevant to your industry. Content also needs to include relevant keywords.

Include a blog section that has information related to your industry. By regularly sharing your expertise, you can help potential customers find the information they need while also being rewarded by search engines for useful content.

Another way to display content is to use infographics and videos related to your industry. This adds a nice compliment to textual content.

6. Build website authority

Backlinks (inbound links) from other credible websites will make Google rank your website higher in search results. This shows that you are a trustworthy business. This is a long process but will be a big factor when it comes to search engine rankings.

Begin by listing your company in online directories and community sites. These listings are also known as citations. Use Google My Business to list your company.

Other directories that you can use to list your company include:

  • Better Business Bureau
  • Yelp
  • Local Chamber of Commerce
  • Facebook
  • Apple Maps
  • Bing

Appearing in these listings helps build your brand’s credibility. Ensure that all your listings have accurate information about your company.

Here is a helpful guide to get you started.

7. Add social media buttons

Link to your accounts on Facebook, Instagram, LinkedIn, Twitter, Pinterest, etc. Your company’s social media accounts provide another useful way for customers to learn about your company and to stay informed about you.

8. Get customers to write reviews about your company

Good reviews help to convince potential customers that you are trustworthy. Take time to respond to reviews whether they are good or bad. This shows that you are truly engaged with your customers.

9. Optimize your on-page media

This includes photos, social media, videos, infographics, and surveys. Use alt text for your images. This helps search engines to properly index an image. It also provides a description of the image if it does not appear correctly.

10. Make your site mobile-friendly

Your website must be responsive and optimized for viewing on mobile devices. It must be fast loading and have buttons that are large enough to work on phones and tablets.

Google offers a free tool to test this.

Contractor SEO agencies you may want to consider

Optimizing your website for search engines can be a daunting task. There are multiple methods used for initial optimization. Then there is the ongoing process to refine your SEO strategy thereafter. Even if you can get your site to rank on the first page of results, there is no guarantee that it will stay that way. The question often asked is where do I start to find the right electrician SEO agency?
Fortunately, there are agencies that specialize in search engine optimization for contractors. Here are a few of our recommendations for the best SEO services for contractors:

Amg Seo

Avidon Marketing Group

Avidon Marketing Group is a Los Angeles-based SEO firm specializing in helping brands expand their online presence by utilizing content marketing and digital PR. Their specialties include content marketing, search engine optimization, PPC, digital PR, CRO, and social media.

Blue Corona Seo

Blue Corona

Agency Focus Area: General Contractors, Electricians, Construction, HVAC

Blue Corona is an inbound marketing and SEO company. Their specialties include web design & development, content marketing, email marketing, inbound marketing, pay per click (PPC) advertising, ad tracking, analytics, conversion rate optimization, and social media.

Fx Seo


Agency Focus Area: General Contractors, Electricians, HVAC, Plumbers, Remodelers, Roofers

WebFX focuses on digital marketing solutions for mid to large-size companies worldwide. Their specialties include ecommerce, SEO, web design, digital marketing services, and website conversion.

Hercules Seo

Hercules SEO

Agency Focus Area: General Contractors, Electricians, Construction, HVAC

Hercules SEO is a marketing company that specializes in content marketing, social media marketing, and email marketing. Other services include website design and PPC management.

Victorious Seo

Victorious SEO

Agency Focus Area: Local SEO, National/International Businesses, Small Businesses

Victorious SEO is based in the San Francisco area. They use a proprietary methodology to get the best results for their customers. Their specialties include keyword research, on page optimization, search engine optimization, organic traffic, conversion marketing, and link building.


Optimizing your website will greatly improve your chances of more visibility in the online marketplace. It’s important to understand that the electrical contractor SEO strategies described above will not guarantee you immediate success. It demands both time and expertise. It normally takes about three months for search engines to begin crawling and indexing your website.

Larger construction and contractor firms may have a larger marketing budget, making it easier for them to stand out among your local search audience. But this doesn’t always mean that they’re sure to get the greatest outcomes. A well-designed and well-optimized website, that has an inflow of consistent backlinks and fresh content, can mean all the difference in increasing your competitive advantage.

About the Author

Dwayne Kula is President of LED Lighting Supply. On any given day, Dwayne is writing content for the site and helps manage the marketing initiatives that are on-going. He has a Software Engineering degree and still dabbles in writing software for the company as needed. When not working, he enjoys spending time with his family, working out, playing the occasional game of golf and exploring New England.

See more posts by Dwayne Kula