Search Engine Optimization for Contractors
Few things are more ubiquitous than Google, and it’s a tool that your business will need to harness if you plan on making an impact this year. Over time, Google has gotten increasingly granular with their approach, and the result is millions of local searches happening for businesses like yours every day.
Here’s what that means to you:
- 97% of search engine users use sites like Google to research local businesses
- 46% of Google searches are for local businesses
- Four out of five of these Google searches convert to new business
No one is using the phonebook to find your business anymore. Word of mouth is an incredibly powerful marketing phenomenon, but it shouldn’t be the only tool in your arsenal. So, how can you harness more of the local business that’s out there, actively searching for the services you can provide?
The answer is local SEO. With the right strategy in place, you’ll be able to position your contracting business as an authority in your area. Let’s take a closer look at the ways in which local SEO marketing can send more customers through your doors.
What is Local SEO?
Search engine optimization, better known as SEO, is a variety of different processes that exist with the sole goal of driving more organic traffic to your website. Organic traffic refers to the visitors who come to your website through natural means, like typing your address into a search bar or clicking on your site from a list of search results.
This traffic is “free” in the sense that there’s no cost directly associated with the user’s visit. But, a strong SEO presence takes a significant amount of time, effort, and knowhow to develop. Wise construction business owners generally outsource this work to a marketing firm so they can focus more on delivering exceptional service to their customers.
More specifically, local SEO is the process of increasing your visibility and delivering more organic traffic to you on a local level. This concept is critical for contractors, electricians, restaurants, and any other local business that provides services in the neighborhood.
A strong local SEO campaign will help you outrank your competitors, increase your visibility among people who are searching for the services you provide in your area, and ultimately deliver more customers to your business. In 2020, it’s absolutely critical that local SEO is part of your internet marketing efforts.
Does Your Business Need Local SEO Services?
If someone in your neighborhood is searching for a contractor, and they don’t see your company listed, does your business exist to them? While this example may seem grave, the truth is, you can’t attract new customers if your potential customers can’t find you when they’re searching for a business like yours.
You could provide the absolute best services in your area, but it won’t amount to a thing if customers are unable to find you when they need you. Gone are the days where you could take an ad out in the Yellow Pages or engage in a direct-mail campaign in order to attract new customers.
Twenty years ago, these were considered great tactics to engage in for growing your business. But, the truth is, this is no longer the way your customers are looking for you, and in order to win their business, you need to meet them on their terms.
Nobody is rummaging through a phone book or unpacking a Rolodex of business cards to find you anymore, and the sooner you adjust to this new reality, the faster you can grow your business.
If you own a local business or franchise, and you cater to a specific service area, a local SEO consultant is going to be critical to your ability to attract new customers. Today, you need to position your business in the area where customers are looking for you, and they’re looking for you online.
What a Local SEO Marketing Team Can Provide
Our team of experienced local SEO specialists works with each of our clients to develop a fully customized approach that addresses all of the business’ customer acquisition needs. While each company may be different, here’s what you can expect from our local SEO services.
Our first step to developing a successful local SEO campaign for our clients begins with a careful analysis of the market factors that affect their business. We start this process by learning more about your area and the challenges you face, particularly with regard to customer acquisition.
Our next step is to perform an analysis of your competition to find out how many of your competitors are outranking you, where they’re outranking you, and what they’re doing that’s driving their success.
From there, we’ll analyze local search terms and search volume in your area to complete the picture of what your business will need to achieve success on a local level.
Once we have a clearer idea of the challenges you face and the competition in the area, we begin auditing and improving the quality and quantity of your online citations. These citations, which include your business’ name, address, and phone number, are critical to attracting new business from an online search.
If you’ve performed a Google search recently, you’ve probably noticed the local listings section occupying prime real estate on the search engine results page. This is an especially important citation, and careful management of these listings can be a significant new business driver for your contracting business.
Once we’ve performed a careful audit of your existing citations, we ensure that they’re uniform across the board. Then, we begin searching for new citation opportunities to expand your reach in the local area further.
The next area we focus on is your website, which has the power to make or break your online marketing efforts. We begin with targeted research to better understand how the people in your area are searching for a contractor, and what keywords they’re using when they perform these searches.
Armed with that knowledge, we’re able to craft customized website content for your site’s visitors. This content is hyper-local, and signals to potential customers that you’re an authority when it comes to construction, and your business can be trusted to handle any future remodeling projects they undertake.
Next, we improve local business listings through Schema markup, which will make the best aspects of your business’ online presence stand out when local people are searching for you.
Finally, we develop customized landing pages so that those who are searching for you receive a customized website experience that delivers them with all the information they need and nothing they don’t.
Tracking and Analysis
The final piece to the puzzle, and perhaps the most important, are the robust tracking and analysis measures we take. These measures allow us to track and analyze how people in your local area are responding to your local listings and website content.
Using proprietary tools, we’re able to collect data on how people are interacting with your local listings, citations, and website, and identify challenges and roadblocks that may be costing you, customers. Armed with this knowledge, we refine our approach to deliver more value to your customers and more new business for you.
We recognize that this information is just as valuable to you as it is to us, so we make it easy for our clients to view this data themselves in a way that makes it easy to understand what you’re reading, and how it affects your goals.
Why Your Business Needs Local SEO Marketing Services
You aren’t just a contractor. As a local business owner, the hat you wear is always changing, and you’re responsible for coordinating tons of different moving parts to ensure your business is running correctly. As is, there are hardly enough hours in the day to manage the various aspects of your business, and that’s before you even think about time for yourself and your family.
All things considered, when are you supposed to find the time to manage the online image of your business? Managing your business’ local presence online is a job in itself, and it’s a job that’s constantly changing and evolving.
Google, Bing, and other major search players are constantly changing their algorithms to serve their search customers better, and these changes can have a profound effect on your online visibility. Your firm needs a capable partner who can navigate the changing SEO landscape to keep your company on the cutting edge of local search.
Cost is an essential factor for every local business, especially when it comes to how they spend their marketing dollars. As a small business owner, keeping costs down while maximizing the effectiveness of your marketing efforts is of paramount concern.
We’re a bespoke marketing agency, and we pride ourselves on providing each of our customers with a fully customized solution to their local SEO needs. Each customer is unique, and the work we do for you will vary based on your individual needs and goals.
If you’re ready to take your business to the next level, give us a call so we can discuss your vision and create a tailored marketing plan according to your needs and budget.
Frequently Asked Questions
We’ve worked with countless companies within the home and commercial service industries throughout the country. While each business is unique, we find that most business owners have many similar concerns and questions, like the ones below.
Q: What’s the most effective way for me to grow my business?
A: When it comes to widening your customer base, it’s essential to take a two-pronged approach to growth. The first part is entirely within your control, and that’s the services you provide to your customers. On your end, focus on providing your customers and clients with the utmost in service and quality.
The other piece of the puzzle is your marketing. You could be the best contractor in your state, but if the people in your service area aren’t finding you, it isn’t going to matter. That’s where we come in. With our precision-targeted local SEO services, we’ll be able to put you in front of the people who need you most, at the exact time that they need you.
Given the marketing landscape today, the most effective way to grow your business is to provide excellent service while also investing in local digital marketing.
Q: My other marketing efforts are working for me; why should I stop?
A: If your other marketing channels are humming along, there’s no reason to stop what you’re doing. Many of our clients maintain a diverse marketing mix that includes print advertising, targeted mailers, and other traditional advertising methods.
But, if your business still has the capacity to grow, focusing on local SEO can prove to be one of the most cost-efficient and effective ways to attract new customers.
Q: How much should a contractor spend on their marketing?
A: Unfortunately, there’s simply no short answer to this question. Are you hoping to add an extra few customers, or could your company take all the business it can get? Do you work residentially, commercially, or both? Do you already have a well-developed online presence?
As you can see, it’s difficult to approximate all of these questions and provide a “rule of thumb” for what you should spend on marketing. Once we learn more about your business, we’ll be able to offer a much clearer picture of what your marketing investment should look like.
Q: Do you work with other contractors?
A: We work with businesses of all shapes and sizes, from mom and pop breakfast cafes to handymen to commercial construction firms. Each of our clients is passionate about providing exemplary service, and we’re passionate about delivering them new customers.
We’re proud of the work we do with other contracting businesses, and we pride ourselves on being the best SEO Company for your unique needs. We look forward to helping you to grow your customer base.
Our Local SEO Marketing Firm Can Help Your Business Succeed
Whether you’re looking for a full-service SEO agency or a company that can provide services on an a la carte basis, our team of dedicated digital marketing professionals is eager to help you take your business to the next level.
Call or email us today, so we can discuss the challenges your business is facing and create a tailored plan to help you reach your goals.