SEO for Contractors: What It Is, Why It Matters, When It Doesn’t, Costs, and SEO vs Ads
What is SEO (in contractor terms)?
Search Engine Optimization (SEO) is the work that helps your business show up on Google when people in your area search things like “kitchen remodeler near me,” “roof repair [city],” or “best epoxy garage floors.”
Think of SEO like site prep and foundation for your online presence: you do it right once, keep it maintained, and everything built on top (content, reviews, photos) stands stronger.
SEO for contractors has two big parts:
Local SEO – Showing up in the Google Map Pack and on Google Maps.
Website SEO – Getting your website pages to appear in the regular search results (below the map).
Why SEO would benefit your business
1) You get found by local, ready-to-hire customers.
People who search “bathroom remodel [city]” are often comparing contractors right now.
2) Better leads, better fit.
Your website and Google Business Profile can pre-qualify with services, budgets, timelines, and photos. That means fewer tire-kickers and more aligned projects.
3) Compounding results.
Good pages (service pages, city pages, project galleries) can rank for months or years and keep sending you calls—without paying per click.
4) Defensible brand.
Reviews, project photos, and clear process pages build trust. Competitors can copy prices; they can’t copy your proof.
5) Lower cost per lead over time.
Ads stop when you stop paying. SEO keeps producing if you maintain it.
Why SEO might not benefit you (right now)
1) You’re booked solid for months and don’t want a bigger pipeline (and you aren’t trying to move “up-market”).
2) You won’t keep your info fresh (no new photos, no reviews, no updates). SEO needs light, ongoing maintenance.
**3) Your niche has almost no search volume (e.g., an ultra-specialty service no one Googles—check first).
4) You need results this week. Local SEO usually takes 6–12+ weeks for meaningful traction; ads are faster.
5) You’re moving service areas soon or changing your company name—do that first, then invest.
When to start
Best time: When you have 2–4+ open weeks in your future calendar and want to aim for better, bigger, closer-to-home projects next quarter.
Also good: Right after launching a new website or rebranding—bake SEO in from day one.
Seasonal play: Start 8–12 weeks before your slow season to build visibility before you need it.
What actually goes into contractor SEO (the simple version)
1) Google Business Profile (Maps)
Correct categories (e.g., “General Contractor,” “Kitchen Remodeler”).
Real service areas and hours.
Weekly photos and 1 short post/week.
Ask for reviews after every job; reply to all.
2) Website basics
Fast, mobile-friendly site with clear service pages (kitchen remodels, bathroom remodels, additions, etc.).
A Process page (how you work) and Pricing Ranges (sets expectations).
A Portfolio/Projects section: before/after photos + 2–3 sentences per job (what was done, materials, timeline).
Contact/Estimate page with smart intake questions (budget, timeline, ZIP, photos).
3) Local content
“Service Area” page + optional city pages for your top towns.
Short blogs or project spotlights (“West Boise primary bath: subfloor repairs + curbless shower”).
FAQs in plain English: permits, lead times, dust control, access, pets, warranties.
4) Consistency signals
Name, Address, Phone match everywhere (website, Google, Facebook, directories).
Keep hours and services updated; add new photos monthly.
How long does it take?
Local/Map results: 4–12 weeks for visible improvement if your profile is complete and you’re posting photos/reviews.
Website rankings: 3–6 months for steady traction in low-to-medium competition; 6–12+ months in competitive markets.
(These are typical ranges—your mileage depends on competition, reviews, and content quality.)
Cost (realistic ranges)
DIY (your time):
$0–$200/month (tools like a basic rank tracker, call tracking, or citation management).
Expect to spend 1–3 hours/week uploading photos, asking for reviews, posting, and adding project pages.
Done-with-you (light help):
$300–$800/month for guidance, content outlines, and tune-ups.
Done-for-you (most common):
$800–$2,500/month for local contractors (depends on market size and scope).
Includes GBP management, posting, review strategy, on-page fixes, content (project pages/blogs), and monthly reporting.
Project-based setup:
$1,500–$5,000 one-time to rebuild a site with solid SEO, service pages, and tracking.
Rule of thumb: If one additional qualified project/month covers the fee, the SEO program pays for itself.
What success looks like (KPIs you can actually track)
Calls & form fills from Google (track with call tracking + UTM links).
Map Pack visibility for your core searches (“[service] near me,” “[service] [city]”).
Website traffic from your city to service pages and contact page.
Review velocity (new reviews/month) and average rating.
Lead quality (budget fit, timeline fit, service fit).
Quick compare: SEO vs Ads (Google Ads / Local Service Ads)
Speed:
Ads: Immediate—on within days.
SEO: Slower—weeks to months.
Cost:
Ads: Pay per click/lead forever. Can be expensive in busy markets.
SEO: Up-front and monthly work, but no per-click fee; lead cost usually drops over time.
Control:
Ads: You can turn on/off, target exact keywords, set budget caps.
SEO: Indirect control; you influence rankings with content, reviews, and site quality.
Trust/Branding:
Ads: Labeled “Sponsored.” Works best when your reviews and site already look great.
SEO: Organic listings + Map Pack + reviews build stronger long-term trust.
Best use:
Ads: You need calls now, testing new services/areas, filling short-term gaps.
SEO: You want better, bigger, closer-to-home projects quarter after quarter.
Reality: Many contractors win by doing both—ads for short-term demand, SEO for a stronger, cheaper pipeline over time.
A simple 30/60/90-day SEO plan (beginner friendly)
Days 1–30 (Foundation)
Claim/clean your Google Business Profile; add 20+ photos; post weekly.
Build/refresh Service pages (top 3–5 services).
Add Process + Pricing Ranges pages.
Start a review routine (text the link after every job; reply within 48 hours).
Set up tracking (call tracking number on GBP; UTM on website link; basic analytics).
Days 31–60 (Local Authority)
Publish 4–6 project spotlights (before/after + 2–3 sentences).
Create a Service Area page and 1–2 top city pages.
Add 10–15 FAQs to service pages (short, homeowner language).
Keep photos coming; one GBP post per week.
Days 61–90 (Scale What’s Working)
Review search terms and call logs; double down on pages that get calls.
Improve best-performing pages with better photos and clearer CTAs.
Consider ads to supplement if you need calls faster while SEO ramps.
Red flags when hiring help
Promises of “#1 in 30 days”—no one controls Google.
Vague reports with no call or lead data.
“We’ll build your site but you don’t own it.” (You should own everything.)
No plan to get real reviews and real photos—that’s half the battle.
Bottom line
SEO is long-game pipeline building. It attracts better-fit projects and steadier work without paying per click forever.
It’s not a firehose you can flip on overnight—that’s ads.
Start SEO when you can invest a few hours a week (or a modest monthly budget) and you want next quarter to be filled with bigger, better-fit jobs—and a hiring pipeline that’s proud to join your crew.
If you want, I can audit your Google Business Profile and site, map out your top five keywords/city pages, and give you a 90-day checklist tailored to your trade and service area.
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