SEO Strategy for Contractor
A data-driven execution plan to capture local search intent. This playbook targets high-value "near me" queries and transactional service keywords.
Execution Roadmap
Forget 'contractor near me'. Your future clients search for 'emergency roof repair in [Neighborhood] after hailstorm' or 'ADU contractor licensed in [County] with payment plans'. We'll reverse-engineer 500+ hyper-specific queries using proprietary datasets.
Keyword Generation Algorithm
// Contractor-Specific Keyword Formula
{
"service": ["roofing", "electrical", "plumbing", "ADU", "kitchen remodel", "foundation repair"],
"modifier": ["emergency", "licensed in [County]", "with financing", "for historic homes", "insured for [State]", "24/7"]
"geo": ["[Neighborhood]", "[City] + [Zip]", "[County] + [Near: Landmark]", "[Metro Area] + [Commute Time] min"]
"intent": ["cost", "reviews", "before and after", "process", "permits required"]
}
// Example Output:
"emergency roofing contractor in Pasadena 91101 with financing for historic homes"- Use county recorder data to find neighborhoods with highest permit activity (target these first)
- Scrape Nextdoor/Facebook groups for 'recommend a contractor' posts (extract exact phrasing)
- Analyze competitor Google Business Profiles for 'People also search for' suggestions
- Pull weather data to predict seasonal demand (e.g., hail maps for roofers, freeze maps for plumbers)
Every $1 spent on permits generates $3.50 in contractor work (NAHB data). Create a 'Permit Guide for [Your County]' lead magnet targeting homeowners who need to pull permits - then offer to handle it for them (upsell opportunity).
Generic 'LocalBusiness' schema won't cut it. We'll implement a multi-layered schema strategy that makes Google treat your site like a government contractor database.
Contractor-Specific Schema Template
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "[Your Company]",
"description": "Licensed [Specialty] contractors serving [Counties] since [Year]. [Unique Selling Proposition].",
"image": "https://example.com/contractor-image.jpg",
"url": "https://example.com/contractor-website",
"telephone": "(123) 456-7890",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "CA",
"postalCode": "12345",
"addressCountry": "United States"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "34.0522",
"longitude": "-118.2437"
},
"areaServed": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "34.0522",
"longitude": "-118.2437"
},
"geoRadius": "100"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Contractor Services",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Roof Installation",
"description": "Professional roof installation services for residential and commercial properties."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Kitchen Remodeling",
"description": "Custom kitchen remodeling services to enhance the beauty and functionality of your kitchen."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Bathroom Renovation",
"description": "Comprehensive bathroom renovation services to create a relaxing and rejuvenating space."
}
}
]
},
"license": "[State License Number]",
"yearsOfExperience": "[X]",
"numberOfEmployees": "[Y]",
"hasCertification": [
{
"@type": "Certification",
"name": "GAF Master Elite",
"recognizedBy": {
"@type": "Organization",
"name": "GAF"
}
}
]
}Basic LocalBusiness schema with name, address, phone. Misses 80% of contractor-specific ranking factors.
Multi-layered schema with service-specific offers, geo-targeted service areas, license/certification details, and emergency service flags. Triggers Google's 'Home Services' carousel.
Homeowners don't want to read about 'quality craftsmanship'. They want to see the rotted subfloor you replaced, the outdated kitchen you transformed, or the leaky roof you fixed. We'll systematize project documentation to create a content engine that ranks for 'before and after [service] in [location]' queries.
- Create a 'Project Documentation Checklist' for crews (standardized photo angles, video scripts, material lists)
- Build a 'Before & After' content template with these sections: Problem → Solution → Materials Used → Timeline → Cost → Homeowner Testimonial
- Develop a 'Neighborhood Transformation' series (e.g., 'How We Fixed 12 Roofs in Eagle Rock After the Storm')
- Create 'Material Spotlight' posts (e.g., 'Why We Use GAF Timberline HDZ Shingles in [Your Climate]')
Project Content Architecture
/projects/
├── [service]/
│ ├── [city]-[neighborhood]-[project-id]/
│ │ ├── index.md (SEO-optimized project page)
│ │ ├── before/
│ │ │ ├── 01-front.jpg
│ │ │ ├── 02-interior.jpg
│ │ │ └── ...
│ │ ├── after/
│ │ │ ├── 01-front.jpg
│ │ │ ├── 02-interior.jpg
│ │ │ └── ...
│ │ ├── materials.json (structured data for schema)
│ │ └── video.mp4 (walkthrough)
│ └── ...
└── ...
// Example URL Structure:
/contractors/roofing/los-angeles-eagle-rock-2023-045/The worse the 'before' photos, the better. Homeowners with serious problems (mold, structural issues, code violations) convert at 3x the rate. Create a 'Worst Before & After' annual roundup to attract these high-value leads.
Most contractors chase low-quality directory links. We'll build a backlink profile that leverages public records, government data, and niche partnerships to create an unassailable local authority signal.
- Get listed on every county/city 'Licensed Contractor' directory (these are gold - often .gov or .edu domains)
- Partner with material suppliers for 'Preferred Contractor' listings (e.g., 'GAF Master Elite Roofers in [City]')
- Create 'Permit Guides' for your service areas (e.g., 'How to Pull a Kitchen Remodel Permit in [County]') and get them linked from government sites
- Sponsor local little league teams or community events (get .org links with 'sponsored by [Your Company]' anchor text)
- Get featured in local news for 'emergency response' stories (e.g., 'Local Contractor Helps 50 Families After Storm')
Directory submissions, generic guest posts, and low-quality citations. Easily replicable by competitors.
Government directory listings, material supplier partnerships, permit data integration, and emergency response features. Creates a 'local authority' signal that's nearly impossible to replicate.
When a pipe bursts at 2 AM or a tree falls on a roof, homeowners don't comparison shop - they call the first contractor who answers. We'll build an 'emergency response' funnel that captures these high-intent leads and converts them into long-term customers.
Emergency Funnel Blueprint
// Emergency Response Funnel Architecture
1. **Trigger Event** (storm, flood, fire, etc.)
→ Google Search: "emergency [service] in [location]"
→ Lands on: /emergency-[service]/[location]/
2. **Landing Page** (optimized for mobile, fast load)
- Headline: "Emergency [Service] in [Location] - [X] Minute Response"
- Subhead: "Available 24/7 - Call Now: [Tracked Phone Number]"
- Hero Image: Before/after of similar emergency
- Trust Badges: Licensed, Insured, [X] Years Experience
- Video: 30-second 'What to Do While You Wait' guide
- FAQ: "Will my insurance cover this?", "How much does emergency service cost?"
- CTA: "Call Now" (sticky button) + "Get a Callback" (form)
3. **Follow-Up Sequence**
- Immediate: SMS with ETA + technician photo
- 1 Hour: Email with "What to Expect" guide
- 24 Hours: Video testimonial from similar emergency client
- 7 Days: Upsell offer (e.g., "Schedule your full repair within 30 days and get 10% off")
- 30 Days: Review request + referral offerCreate a 'First Responder Discount' for police, firefighters, and EMTs. They'll refer their colleagues (who often need home repairs) and you'll get high-quality backlinks from .gov and .org sites when you sponsor their events.
Most contractors spread their SEO efforts thin across entire cities. We'll focus on dominating specific neighborhoods first, then expand. This creates a 'local authority' signal that's nearly impossible for competitors to overcome.
- Create a 'Neighborhood Guide' for each target area (e.g., 'The Homeowner's Guide to [Neighborhood]')
- Build a 'Local Projects' page for each neighborhood (e.g., 'Our Work in [Neighborhood]')
- Get listed in neighborhood-specific directories (e.g., Nextdoor, local Facebook groups, HOA websites)
- Sponsor neighborhood events (get your logo on event pages with 'sponsored by [Your Company]' anchor text)
- Create 'Neighborhood-Specific' service pages (e.g., 'Roofing in [Neighborhood] - What You Need to Know')
Neighborhood Content Architecture
// Neighborhood Domination URL Structure
/neighborhoods/
├── [city]/
│ ├── [neighborhood-1]/
│ │ ├── index.md (Neighborhood Guide)
│ │ ├── projects.md (Local Projects)
│ │ ├── [service-1].md (Neighborhood-Specific Service Page)
│ │ ├── [service-2].md
│ │ └── ...
│ ├── [neighborhood-2]/
│ │ └── ...
│ └── ...
└── ...
// Example:
/neighborhoods/los-angeles/eagle-rock/roofing/City-wide service pages with generic content. Competes with every contractor in the city.
Neighborhood-specific guides, projects, and service pages. Creates a 'local authority' signal that dominates search results for that area.
HOAs often have websites with 'Recommended Vendors' pages. Offer to do a free 'Home Maintenance Workshop' for the HOA in exchange for a link. You'll get high-quality backlinks and direct access to homeowners who need work done.
Reviews are the #1 ranking factor for local contractors. But most contractors ask for reviews the wrong way (or not at all). We'll build a 'Review Velocity' engine that generates 50+ 5-star reviews per month, with specific strategies for each service type.
Review Generation System
// Review Request Sequence
1. **Immediately After Service** (SMS)
"Hi [Name], this is [Your Name] from [Company]. We just finished your [Service] - how did we do? Reply with a number 1-5."
→ If 5: "Great! We'd love a quick review: [Link]. As a thank you, we'll enter you to win a $250 Home Depot gift card!"
→ If <5: "We're sorry to hear that. Can you tell us what we could improve? We'll make it right."
2. **3 Days Later** (Email)
Subject: "Quick Question About Your [Service]"
Body: "Hi [Name], we hope you're enjoying your [Service]! We'd love to hear your feedback. Could you take 60 seconds to leave us a review? [Link] As a thank you, we'll send you a $25 gift card to [Local Restaurant]."
3. **7 Days Later** (Postcard)
Front: "How Did We Do?"
Back: "We hope you're loving your [Service]! Scan the QR code to leave us a review and we'll send you a $25 gift card to [Local Restaurant]."
4. **14 Days Later** (Phone Call)
"Hi [Name], this is [Your Name] from [Company]. We just wanted to check in and make sure everything is still going well with your [Service]. If you have a minute, we'd love a quick review: [Link]."
// Review Page Optimization
- Use schema markup to highlight specific services in reviews
- Create a 'Reviews' page with filters by service, neighborhood, and rating
- Add a 'Review Us' CTA to every email signature, invoice, and receipt
- Train crews to ask for reviews in person (with a script)Ask customers to include photos in their reviews. Google prioritizes reviews with photos, and they convert at 2x the rate. Create a 'How to Take a Great After Photo' guide to send with review requests.
Once you've dominated your core service areas, it's time to expand. But most contractors expand too quickly or into the wrong services. We'll use data to identify the most profitable expansion opportunities and replicate your SEO success.
- Analyze search volume and competition for potential new services (use tools like Ahrefs, SEMrush, and Google Keyword Planner)
- Look for services with high search volume but low competition in your area
- Consider services that complement your existing offerings (e.g., if you do roofing, consider gutters or solar)
- Look for services with high average ticket prices (more revenue per lead)
- Analyze your competitors' service offerings (what are they missing?)
Expansion Analysis & Rollout Plan
// Expansion Opportunity Analysis
{
"service": "ADU Construction",
"searchVolume": 1200,
"competition": "Low",
"avgTicketPrice": "$150,000",
"complementaryServices": ["Foundation Repair", "Electrical Upgrades", "Plumbing"],
"seasonality": "Year-round",
"localDemand": {
"city": "Los Angeles",
"searchVolume": 800,
"competitors": 12,
"avgReviewCount": 15
},
"expansionRecommendation": "High potential. Low competition, high ticket price, and complements existing services."
}
// Expansion Rollout Plan
1. **Research Phase** (2 weeks)
- Keyword research
- Competitor analysis
- Local demand analysis
2. **Content Phase** (4 weeks)
- Create service pages
- Build neighborhood-specific pages
- Develop 'Before & After' content
3. **Link Building Phase** (4 weeks)
- Get listed in relevant directories
- Build local links
- Partner with complementary businesses
4. **Launch Phase** (2 weeks)
- Promote new service on social media
- Run targeted ads
- Offer launch discount
5. **Optimization Phase** (Ongoing)
- Monitor rankings and traffic
- Adjust content and links as needed
- Scale successful strategiesWhen expanding into new services, look for opportunities to 'stack' them with existing offerings. For example, if you do kitchen remodels, add 'cabinet refacing' as a lower-cost alternative. This lets you capture leads at different price points and upsell to the full remodel.
Growth Model
This model assumes consistent content generation and basic backlink acquisition. ROI typically stabilizes within 90 days of full indexation.
