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developing a search engine optimization strategy
Home Improvement SEO Strategy | Contractor Website Ranking

How do you develop a winning search engine optimization or home improvement SEO strategy to get your contractor website pages ranked?

To be honest, there’s numerous ways to go about this, some which are good, others not so much. This post will stick to white hat’ish tactics in order to get your contractor website ranked in the search engines for your given keyword selection.

Search engines have two types of results that are displayed to a searcher every time someone Google’s Something which are:

  • Paid ads using Google Adwords, which can be shown as “sponsored links”
  • Organic search listings that are the topic of focus for this article on SEO tips for home improvement contractors, and these are search results that are displayed underneath paid search ads and is probably what you’re used to clicking on the most.

Organic search engine results (SERPs) listings are those that are found basically in the middle of the SERP webpage, as seen below.

rHome improvement seo strategy for contractor Websites

Contractor SEO strategies are focused on optimizing your home services site in order to boost the ranking position within your given service area.

Let’s define service area real quick. A service area could be a country, state, city, town, or by neighborhood.

My suggestion is to go granular and focus your SEO strategy for your home improvement business on the neighborhood level, unless your a nationwide commercial service provider. And even then, it wouldn’t hurt to go ahead and dominate the neighborhood level now to establish and maintain your dominance, budget permitting.

Home improvement seo for contractor websites

See the image above of a SERP result to determine where organic listings are and where the paid listings are by just looking at where I’ve underlined the 2 paid ads listings, clearly marked with “Ad”.

Spider-driven search engines such as Google and Bing use webmasters to audit your contracting website. Spiders crawl every website and score/rank website pages based on how relevant  they are to a consumers intended search query.

A website’s score or rank is based hundreds of factors like authority and relevance of sites that are linking back to your site along with the anchor text, such as this: HVAC leads,  use to link with. Your home improvement website keyword  topics and length of the article and how well you answered a searchers question.

Rule of thumb here is to deliver as much valuable information as possible, while not fluffing the content up to simply stuff more keywords in or make it appear to be very long and in-depth.

Home improvement seo for contractors websites

Also metrics like the time a web searcher clicks onto you site and stays, known as dwell time. Also, if a searcher clicks on your website and immediately clicks the back button, will send big red flags to Google that searchers are not finding any value with your site and that you Websites page does not answer their query, which they’ll then demote it’s ranking and serve something better that will.

There are literally hundreds of other things that affect your ranking, but let’s stick with the one principle that as long as you deliver value to your audience, you will rank higher with time and continued perseverance.

You will need to focus on several areas on your website contractor page when creating a Google SEO strategy to rank home improvement pages above competitors.

Contrafor Websites for Home Improvement seo Strategy

First, the title of the webpage and the url absolutely must contain the keyword, preferably at the beginning of the title and site url for best ranking success. Next, the keyword must be contained within the body of text multiple times and is recommended to begin and end each article with the keyword phrase within. It’s also important to load image files that contain the keyword onto the page along with the alt text containing the keyword phrase.

Other important routines that you need to get into the habit of doing every time you publish is to make sure that you’re using h1-h3 headers and at least one of the h2’s has your home improvement keyword in it. Also, linking out to at least one authority site with an outbound link, as well as a 2-3 inner links to other articles on your website utilizing keyword anchor text are all standard practices that I use each and every time I create a new blog post.

There’s other nuances that you’ll need to learn and do, and the easiest way to do this is by using the Yoast plugin. Toast will tell you exactly what you’re missing and what to do to give your on-site SEO a nice polishing.

Home improvement seo strategy optimization

Spider-driven search engines use robots to crawl website pages by jumping from one page to the next based on links from a web page to another web page, kinda like a spider web is interlinked to build its strength, the same can be applied to conceptually visualize websites linking to one another and the more linking to you the more powerful yours can become.

A contractors website’s score or ranking factor in a spider driven search engine is based on hundreds, if not thousands, of factors such as, link popularity, click popularity, website keyword topics, and much more.

Google is the most frequent spider-driven search engine to crawl home improvement websites and apply SEO rankings to them. Its database now has roughly 4 billion pages indexed and is notorious for finding the most relevant information to display to users.

If you think about how massive an undertaking it has to do every single day, it is pretty awe inspiring even for those that don’t really like the almighty Google.

When Google crawls the internet, it finds websites by traveling through other websites hyperlinks. The more sites that link for you, the more important the engines consider your site and pages on it to be. You will need to focus on getting high quality  websites that are in your niche to link to your site.

Search engines use the content on your site to understand what your site is all about, which in turn determines how highly your site will be rated for specific keyword topics when people search for them.

As a result of this, keyword analysis is vital to getting organic search engine rankings for your home improvement business and absolutely must be the first thing you do when creating a home improvement SEO strategy.

You will need to understand how many peope are searching for your keyword phrases each month and what type of competition you are facing when trying to rank for it in the search results.

Believe it or not, if you are just beginning your SEO strategy for your home improvement business, the fundamentals of SEO are not that hard. In actuality, they are mostly just common sense, like we’ve already touched on.

Now there’s a good deal of science that goes into a sound long term winnng home improvement SEO strategy, because it’s continually changing as search engines like Google continue to upgrade their algorithms on a daily basis.

What I am saying is that you don’t need to have a master’s degree in SEO to make sure your contractor website is well positioned so that you’re able to start getting organic search engine traffic. Let’s take a look at these seven simple ways to build a solid home improvement SEO strategy for your contractor website:

best home improvement seo strategy

1. Know Your Keywords

First things first. Like I’ve said before keyword research will make or break you. If you pick a high competition keyword to try and rank for, you’ll fail miserably. You can not do much without knowing what home improvement keyword search phrases your target audience is using to find answers to their problems which your contracting business solves.

To do this skillfully requires a bit of research and patience. Step in the shoes of your ideal customer of your product or service. How would you find answers to your problem? What would you search for on your search engine? What are the questions you’d ask when you don’t know much about something new.

For example, if you sell organic dog food, your prospective customer could be concerned about their dog’s health.

Maybe her dog has food allergies and she’s worried about the chemicals and byproducts in most dog foods.

Start searching. What websites pop up?

Home improvement seo for contractor website SERP result

Look at the words used in these snippets.

In my “dog has food allergies” query above, words such as “sensitivities,” “natural,” and “balanced” appear. Don’t forget to consider related words, such as synonyms (thesaurus.com can be your very best friend) and groups of words.

Back to our pet with food allergies search. You could consider keyword phrases such as “food sensitivities,” “all natural diet,” “complete balanced nourishment,” and “only natural ingredients.”

Contractor Websites for home improvement seo strategies

Or you can cheat and look at the related search terms found at the bottom of the SERP. Work smarter, not harder.

Home improvement seo tips for better contractor website development

2. Write High Quality Content (No brainer )

The important thing here is to use your marketing ninja sense and create engaging content that’s valuable to your target audience. Valuable content contains information that simply  answers the questions they have, provides them with insights that they can use, and educates them so that they could be better at what they do.

Within the terrific content you are creating, don’t forget to use proper keywords naturally. Do not try to stuff your webpages (i.e. adding keyword phrases over and over again on your content, on your meta tags, on your Alt descriptions, etc) in an effort inflate your website’s ranking. It will not help your search ranking for home improvement (in actuality, it might hurt it).

If search engines catch you (and they will because their bots are super smart!) , they can penalize your home services website by lowering your ranking or completely removing your website from their index.

Additionally, it will not impress your site visitors. Who would like to read the exact words over and over: “Are you searching for organic dog food? If you’re searching for organic dog food, look no further. Our organic pet food site is the ideal place to purchase your organic pet food.” Keep it real, you are writing for a person to read and enjoy.

proven home improvement seo strategies

3. Use Keywords In Your Website Page URLs

Be sure that you don’t overlook your webpage URLs since they are important to your SEO rankings for your home improvement website. This is where your keyword research is useful.

For instance, if a webpage talks about your solar financing product, then the URL for this page ought to be products/solar-financing.

Concentrate on the most frequent and most searched appropriate keyword phrases for you home improvement business.

If you are attempting to choose between “solar funding” and “solar leasing,” select the one with the maximum searches per month and has the lower competitive difficulty ranking.

Home improvement seo

I know the keywords I’m referencing above aren’t the same in the image so use your imagination some. By using KwFinder.com to do my keyword research, it shows the monthly searches and on the far right the keyword competitiveness or difficulty to rank it.

KwFinder makes it easy by color coding red for too difficult, yellow for difficult, and green for doable. You should only work with keyword that come back with a green circle around the number (number doesn’t really matter to you right now so just stick with green is go keywords only).

Now don’t be the schlub that finds a “green” keyword, write 500 words, publishes and immediately wonders where the fuck their page is and why is it not #1! Trust me, a new website has no chance for #1 slot unless it’s for Something no one is searching for. You’ll need both time and links to raise it up. And when I say time, I mean months, probably 3-6 months.

There are a few quick and easy (and free) ways to assess search ranking. One would be to use Google AdWords Keyword Planner. Just enter your keywords to get an idea of how hot they’ve been historically been with search volume. You could even use Google Trends, which is a really fun site to explore.

KwFinder also has a free plan that gives you 5 searches a day. Only use it to research keywords after you’ve found some in the Adwords keyword planner.

And here’s a tip, if it has more than 1,000 monthly searches, you’re not ranking for it for a while, unless it’s a useless keyword with no commercial intent. You’re best bets are keywords around 50-200 monthly searches.

Contractor website titles for home improvement seo

4. Don’t Overlook Page Titles

It’s essential to create interesting and engaging titles for your contractor website pages. Make them catchy so they grab your target audience’s attention, while still containing your keyword phrase.

When they don’t catch the attention of searchers, people aren’t going read all the terrific content you’ve spent hours creating just for them.

I find that answering “What is in it for me?” For my customers helps me concentrate on what to highlight. Ask yourself: What is the benefit they’ll receive from the content on my contractor Web page and why should they care?

As soon as you’ve got that nailed, shorten your name, use powerful words, and make it sexy, like this article is, lol.

As you’re creating these attention-grabbing headlines and sexy content articles on home improvement services, make sure your keyword is in the headline (the H1) and the subhead at least once (the H2).

Using the solar funding case above, your H1 may be “Solar Financing Made Easy.”

Keywords important for home improvement seo strategy

5. Review Each Page for Additional Home Improvement Keyword SEO Ranking

Now that you have created high quality content your target market needs (and desires) and have attention-grabbing headlines to engage them and encourage them to read further, go back and review everything you wrote.

if you’re like me, you’ll find that everything you wrote and thought was so cool just plain sucks (I just post it anyhow to torture your ass a little lol).

In your review, start looking for additional places where you can obviously add in keywords. Can you change a sentence around to add a key word?

For example, on a webpage about marketing automation, “Identify the best customers and convert more” could be changed to “Marketing automation makes it possible to identify the best customers and convert more”.

Also, consider if you are able to produce a keyword phrase by adding a word before a keyword?

When I have a sentence talking about “marketing campaigns” and marketing automation is a key word for my page, I’d add “automated to marketing campaigns.

Do several reviews like this. You may be amazed at what opportunities you miss the first, and even the second time, around.

Home improvement seo tips for better user experience

6. Improve User Experience

This is beyond site content, but decent user experience is becoming increasingly more important for powerful home improvement SEO strategy and rankings.

Based on Robert Berris in his website “Three UX Principles That Help Your Site Do Its Job Right”, during the past two decades, Google has evolved to put higher emphasis on sites which deliver quality consumer experiences across devices and platforms. Though traditional ranking factors are still king, search engine optimization is becoming user-friendly.

So, work with your web developers to make certain your website is simple and intuitive to navigate and that every link functions and takes your traffic to another piece of information they’re searching for.

top home improvement seo strategy hire an seo expert

7. Hire an Expert to Develop Your Home Improvement SEO Strategy

As I said previously, basic SEO strategy for home improvement contractors is largely common sense. However, if you’re able to afford it, it’s best to hire a contractor SEO expert to make sure your website is truly optimized.

A SEO consultant or agency can audit your website and look at how it’s performing against your main keywords. They’ll offer you a prioritized list of action items that will help you take your website to another level.

Here’s the good news: You do not have to become an SEO magician to be sure that your site is well positioned for organic search engine traffic. Just use your common sense and the seven easy home improvement SEO tips outlined above for your contracting website Improvement.

don't beg for backlinks
Getting Backlinks Without All the Begging

Are you cranking out lots of high quality content articles but just not seeing the organic traffic resulting from it? The problem isn’t your ability to write compelling content but may be in the lack of other sites linking to your site, also known as backlinks. While search engine optimization (SEO) has slowly evolved, backlinks continues to claim top spot as one of the most crucial SEO ranking factors for your site to gain organic traffic.

Now while it may be the easier route, you need to stay away from getting involved in unreputable link building schemes. These types of schemes are known as black hat search engine optimization (SEO), and as a longterm solution has been shown to be ineffective in gaining traffic naturally from Google, Bing, Yahoo, etc.

The secret to obtaining backlinks in a consistent way, without having to beg for the backlinks, is to simply create unique content that others would want to link to.

So, the next time when you are considering various link building strategies, keep the ones presented below in mind as an effective strategy to grow your organic traffic.

1. New Research

New research and surveys is not always cost-effective, however sources like Hubspot already conduct research studies because they produce backlinks.

If you don’t have the time to conduct your own research studies, you can contact other businesses that research and whom also publish it in PDF formats. Just contact them and ask for their PDF and then you can write a quick blog article summarizing the findings in exchange for a link to their landing page where users are then able to download their report. You will receive plenty of backlinks, search and social traffic, even though the research data wasn’t originally yours. You’re simply citing their study of the data as your own summary. This is exactly what all science publications do day in, day out. They generate reports and summaries of recent research, and cite it in their publication.

When people are surfing the web they’ll see that it’s research paper, and they might want to check out your fancy new research article.

Furthermore, when you publish the data, contact any companies you’ve established yourself with that may be interested in sharing your content piece. Never hurts reaching out because even if you’re told no 99 times out of 100, that 1 yes makes up for it all.

2. Publish Longer Content

A lot of publishers are reducing their word counts and producing short content which contain few words. Here’s a great spot you can stand out against the crowd and earn backlinks simply by creating more content and give it out so everyone can consume for free.

You’ll have to find a useful topic that your audience is interested in, research the competitive landscape, then just create something a lot better. This could entail having to write 15,000 or more words.

3. Influencer Interviews

As we’ve all heard and known, influencer marketing is still the cool new kid at school. Most big companies want to creatively calculate how to get that next big celebrity to endorse their product. Or, to become business partners with a big celebrity or athlete.

Another strategy you might consider if you are in need of getting backlinks. This strategy involves conducting an influencer interview in order to obtain a useful nugget of their insight that would interest your target audience. If you don’t have any connections, you will just have to be a superstar at emailing and be a highly skilled and friendly people-person.

If you’re granted an interview, it’s essential that you come prepared with questions, and have the utmost respect for the influencers time. Most of them don’t have the time to chat for more than 10 or 15 minutes, so make sure you get in good questions to get valuable information from them.

You should then publish your influencer interview in a video format with a transcript attached. The transcript is important to getting the search engines to pick up what the video is on, since they cannot watch the video and determine how to index and display it.

4. Design an Infographic

Just about every marketing company has designed an infographic or two in order to get backlinks. The most tedius part of the infographic creation process is brainstorming a topic that is a relevant match for the infographic, and then drafting the corresponding content and graphs that go in the infographic. I’d suggest hiring a freelancer graphic designer on Upwork in order to alleviate the majority of the workload in creating this type of content piece. All you need to be focused on is coming up with an interesting topic, produce the content, and then let the freelance graphics designer do what they do best.

I’d highly recommend you adding an embed code to the infographic to make it easy for people to add it on their blog posts. Other websites may just download your infographic and place it directly onto their website. I’d suggest having your graphic designer add your logo to your infographic so that in the case you don’t receive the backlink, you will still get brand exposure.

When seeking to rank for a specific keyword phrase, you could add the keywords to the embedded code.


5. Design a Quiz

Just like designing an infographic, quizzes have been popular for years and still get a lot of shares. If you create one on your website, add an embed code, just like we did with our infographics and get tons of backlinks.

The quizzes you create should be fun, at a minimum, for people to complete. Your quizzes don’t necessarily have to be a strict knowledge test, they could be funny. Make sure to create something that would encourage people to self reflect, which makes this something that’s share-worthy with others.

6. Reach out to Sites that Point to Broken Links

Contacting the web master about broken link is a strategy called the Moving Man Method, which is technique for building quality backlinks with other relevant sites in your given niche.The key takeaway is to only connect with other high quality websites. Point to remember is that shady websites that backlink to your website is an issue. As crazy as it sounds, you are held responsible for other websites that backlinks to you. By removing, or disavowing these less than desirable websites that are backlinking to your site will greatly improve your backlinks profile and SERPs rankings

7. User Testimonials

If you provide a testimonial about a company’s product or service, it’s a win-win scenario for both you and the company. When you do this, the brand gets a free and authentic testimonial and you get your name on their website, hopefully with a link pointing to your website.

Make sure that when you reach out to these companies, you need to do so from a user of their product or service. You shouldn’t contact companies if you don’t use their product or service just to offer a testimonial.

8. Guest Blog Posting

Guest blogging seems to be most digital marketers preferred methods for gaining both backlinks and exposure. If you don’t have experience writing for blog, I’d suggest hiring a ghostwriter. The price to outsource this will typically cost between $300-$500 for original content that has a minimum of 2 thousand words.

In the the guest post, you should link back to your own website content. But don’t go crazy and add a dozen backlinks back to your website. Be respectful and keep it reasonable with say 1-3 total backlinks per post and make sure the website owner consents. If they don’t, just take your content piece elsewhere. It’s a fair tradeoff considering you’re giving them high quality original and free content in exchange for some backlinks and exposure.

Be sure to also use your byline carefully. Keep it sharp and always to the point. Concisely tell the sites readers who you are, what you do, and exactly what you bring to the table. Link this to your website, hopefully multiple pages of your site and not just the homepage.

9. Discover Unlinked Mentions

In case you’re established, you might have thousands of websites that already mention your name or company but did not link to you, yet. Link reclamation is a method where you find these high-quality websites that are mentioning you but aren’t linking back to your site or any site, and simply getting them to provide the backlinks.

10. PR for Page Rank

It’s a good idea to have either establish of have established contacts with journalists and various news outlets for both public relations and backlinks. If you don’t have established relations it’s not a good time to randomly email or call a journalist and ask them to promote your company out of the blue. That’ll never work and will only backfire making you look stupid. You could use Help a Reporter Out, however, don’t get lazy and rely solely on it. You have to make an active effort to establish connections with journalists and help them out by providing information or resources when they need it. It’s a well known fact that all solid relationships center on reciprocity.

Therefore as you establish repoire, one day you will start getting mentions in news publications. Your patience will pay off and do wonders for your brand exposure and your “link juice” or “link equity”.

11. Reach Out to Other Companies

While writing your your article for your website, you should be linking out to other companies that are on the same subject. When you do, you should consider contacting the webmaster that runs those sites or write and tell that them that you wrote about them on your blog post. They may share this on their social media channels or could possibly mention you in an upcoming article.

When you reach out, it’s important to not ask outright for a backlink. That will make you look desperate, and no one wants to be around someone that’s desperate. Simply reach out, be courteous and tell them that you enjoyed their article so much that you wanted to share it on your website. Then just share the link to your blog post, and that’s all you have to do.

Final note, don’t write a blog post that has dozens upon dozens of spammy links. If you do and then reach out to every one you linked to, it’ll make you look stupid because you’re freely giving out links in order to ask for a link back to your website. Again, looks desperate. Just keep the number of links on your blog posts to a reasonable level, and inform bloggers when you write about them.

12. Quality is Key

This might be one of the best ways to gain exposure for your brand. Plus, you’ll have the potential to get backlinks if the comments aren’t nofollow’s.

The consideration when writing a comment is to make it personalized, thoughtful, relevant, and which adds value. Simply commenting, “awesome blog, keep it up!” isn’t something of value and which would add value to it. When anyone views your comment, it should be obvious that you read the article and have something valuable to add. Comments are like writing your own blog post, keep it high quality and relevant to the topic at hand.

The WordPress commenting plugin Commentluv uses dofollow comment URLs by default. I’d recommend looking for blogs with this plugin installed and reading them as they come out, and adding comments after they are published.

13. Submit Your Company as a Resource

It’s important to only do this if you really think that what you want to link to would improve the article. I get a lot of requests from bloggers asking for links. I ignore all of them because none of them make sense for my blog. I can see that they don’t want to make any of my articles better, they just a backlink.

14. Create a List of Your Own

List based blog posts tend to get a lot of traffic which makes it worth looking at using. However, I think that a lot of digital marketers view them as a shortcut and don’t necessarily value them as they might should. Some digital marketers think that all you have to do is simply add a sentence to each one and the job is done.

Other digital marketers might take it too far and make the list far too long which pretty much guarantees that nobody will be able to consume it all. There isn’t anything necessarily wrong with this approach if you are able to make each item relevant. Try and stay away from adding non-relevant things to your list that don’t make sense.

If you simply adhere to quality over quantity, you usually won;t go wrong. It’s best to keep your list short and concise and focus more on quality list based postings.

Backlinks StrategyConclusion

Earning backlinks doesn’t and shouldn’t ever have to involve begging other webmasters in order to get them. It does involve hard work which I know scares a lot of people out there these days. Getting backlinks takes creativity, hustle, and people skills in order to pull it off successfully.

Your top competition, those whom are consistently at the top of the search results pages, are not spamming companies making requests for backlinks. They’re focused on producing high quality, original content that people want to consume.