SEO Mistakes for Contractors That're Costing You Leads! (SEO Mistakes Contractors Make) - Address These SEO Issues General Contractors Make
The majority of homeowners research contractors online before making hiring decisions. Yet your phone isn't ringing despite having a website and some online marketing efforts.
Your potential customers are searching for the services you offer, but your business remains invisible in search results. Why is that? Shouldn't SEO be seamless?
Not really. And you're not alone in this struggle.
Many contractors fall into common SEO pitfalls that gradually affect their online presence, costing them valuable leads. These aren't complicated technical errors but simple oversights in your search strategies. This can keep you from appearing when people need you most.
Simply put: these seemingly small mistakes can determine whether your business thrives or stays stuck in neutral.
At Sapphire SEO Solutions, our dedicated SEO team focuses on proven tactics and a transparent process, so you always know what we're doing and why. Our experts have helped small businesses improve their search visibility with local SEO since 2007, specializing in content writing and local SEO strategies that drive real results.
It's time to stop wondering why your search rankings are stagnant. In this guide, we're going to go over the ten most common SEO mistakes that contractors make and show you how to fix them.
Sounds promising? Let's get started!
Mistake #1: Not Optimizing Your Google Business Profile
Not optimizing your Google Business Profile (GBP) is one of the biggest mistakes contractors make when trying to improve their online visibility.
When potential customers in your area search for contractor services on Google, they first see the Google Map Pack. This features local businesses with pins on a map. Securing one of those top three spots is super important for your business's local success.
According to BrightLocal research, signals from your Google Business Profile make up 32% of the ranking weight in Google's local algorithm. That's a massive signal telling Google you are a relevant business in the area. Yet, many contractors often neglect their listing entirely or fill out only the bare minimum information.
Businesses that complete their entire Google Business Profile are 70% more likely to attract customers and 50% more likely to be chosen by consumers. Contractors must:
Upload photos
Add their address and business hours
Encourage positive reviews
When you have a completed GBP, it serves as a powerful recommendation directly on search results. This sends a clear message that you are reputable and trustworthy.
Pro tip: Whether you offer repair, remodeling, or any other home service, make sure your service pages align with what you offer on the profile. Link it to your GBP page for better results.
Mistake #2: Not Focusing on Local SEO (Trying to Rank for Broad Keywords Without Targeting Local Homeowners)
You've probably heard about the importance of SEO, but for contractors, the type you focus on makes all the difference.
Many contractors make the costly mistake of trying to rank for broad keywords like "plumber" or "roofer." If you do that, you'll be competing with national directories and massive companies with huge marketing budgets. You'll never rank for these terms. In fact, it may harm your site's search engine optimization.
46% of all Google searches have a local intent. They almost always include "near me" searches. What does this mean, and how does it affect your contractor business?
People are specifically looking for businesses in their vicinity. A proper local SEO strategy will boost your business's online presence. It can also help improve your search engine rankings in the Google Map Pack.
Focusing on local search is your best way to earn top spots, drive more organic search traffic, and get calls from people in your area.
Instead of broad terms, target the cities where you offer services. Here's what we mean by that:
"roofing services in Pasadena"
"plumber in New York"
"painter in Orange County"
You can target different cities and go deeper with specific towns or neighborhoods. When people search for local services, they mention where they need the work done. With local SEO for contractors, you can rank higher for these search terms and get more leads.
Mistake #3: Keyword Stuffing (Or Choosing the Wrong Keywords for Service Pages, Blogs, Etc)
In the early days of search engine optimization, some believed that using a keyword repeatedly would improve rankings. They stuffed pages with the same word over and over, hoping to trick search engines. Needless to say, it did work, even though Google warned businesses about this practice.
However, it's completely different nowadays. This practice will get your website penalized because Google's algorithms are far too sophisticated for this outdated blackhat tactic.
So, how do you incorporate keywords without sounding robotic or repetitive?
Contractors need to publish quality content that uses relevant keywords naturally. Instead of keyword stuffing, you must optimize each page for a specific user search intent.
Always think about what your audience is looking for. Once you've nailed that, create helpful, detailed content around those topics.
For example, a plumbing company should have pages answering specific questions like "how to fix a leaky faucet" or "best water heaters for large families." This ensures relevance. Your page will rank for relevant search queries, increasing your chances of ranking higher in the search results.
Still not sure how to choose the right search terms? Check out our blog on "Keyword Research for Construction Companies – A Quick Guide" for help!
Mistake #4: Lack of Helpful Content (Contractors Making Thin Content Without E-E-A-T)
Do you have a website that only has pages for different services? You're missing out on a massive opportunity.
Many contractors think that it's enough to have service pages. Unfortunately, that's not the case. "Thin content" will never help you rank. You need to prove to Google that you're an expert to give your online visibility the boost it needs.
This is where E-E-A-T comes in. These are guidelines that Google has published. The search engine uses these guidelines to determine if a particular blog is worthy of getting ranked.
To learn more about E-E-A-T and how it can affect your site, make sure to read our blog on "What is E-E-A-T?". It contains valuable information that contractors can use when creating content.
Show potential clients that you are an authority in the industry by building trust. Create detailed blog posts, guides, or FAQs that answer homeowners' questions. This relevant content naturally attracts visitors to your site.
It also demonstrates that you have the expertise to solve their problems, whether it is fixing a leak or planning major renovations.
Your website is a crucial tool for lead generation. Fill it with high-quality information and include client testimonials to provide social proof. When your site becomes a rich resource, you transform from just a contractor into a trusted partner.
Mistake #5: A Website That Is Poorly Optimized for Mobiles (Poor Mobile Experience)
According to Exploding Topics, 64.35% of all Google search traffic now comes from mobile devices. If your website isn't responsive, you're not just losing traffic. Instead, you're frustrating most of your visitors.
Pages that load slowly, buttons too small to click, or text requiring constant zooming create terrible user experiences. This affects your site's SEO.
Plus, poor user experience leads to high bounce rates. This is because users abandon frustrating sites. They would rather choose your competitors over your site.
Google prioritizes mobile-friendly websites in search results. With poorly optimized sites, the chances of getting penalized are quite high. Your website must provide a smooth experience across all devices to avoid losing potential customers.
Mistake #6: No Backlinking Efforts (Zero Local Citations, Mentions, or Testimonials)
It doesn't matter if you have great content and a fantastic site design. The reality is that your content will remain hidden without strong backlinks. What is it, and why do backlinks matter?
A backlink is simply a link from another website to yours. When reputable sites link to your content, it acts as a vote of confidence. This signals to search engines that your site is valuable and trustworthy.
Don't ignore this important SEO aspect. Your credibility in Google's eyes is directly tied to who links to you. Without backlinks, your website struggles to gain traction because the algorithm has no way of knowing you're legitimate and authoritative.
Start your backlinking campaign with local citations. These are mentions of your business on authoritative sites like:
Local business associations
Angi (formerly known as Angie's List)
Yelp
Other online directory listings
This helps people find you through directories and builds foundational backlinks your competitors might neglect.
Pro tip: Don't buy backlinks. There are many online companies that offer backlinks for money. These are from poorly-made, irrelevant sites, and are referred to as "toxic backlinks". This can harm your site's SEO. Always work with local reputable businesses for backlinks.
Mistake #7: Neglecting On-Page SEO Mistakes
Even with great off-site efforts, your website can't reach its full potential if you ignore on-page SEO basics. They help search engines understand what your pages are about.
Common on-page SEO mistakes include the following:
Using generic page titles
Not writing meta descriptions
Failing to use headings for content structure
Optimize these elements on every page to tell search engines precisely what services you provide and which keywords you should rank for.
Ensure every page has clear titles, good structure, and natural keyword usage. You'll help search engines understand your site while making it more user-friendly.
Mistake #8: Not Refreshing Old Written Content
Your website's blog or resource section is powerful. Unfortunately, most contractors think once posts are published, their job is done. This is the complete opposite of the best practices.
Google loves fresh content as a key ranking factor. By not regularly updating old written content, you signal to search engines that your website is dormant.
Plus, old posts may contain outdated information, which can send a bad message. This can affect your site's SEO performance.
Taking time to update old articles with new statistics, photos, or more detailed information helps your SEO. It also provides better reader experiences.
Show Google your site is active and maintained with content refresh services. It'll help keep content competitive while generating consistent leads.
Mistake #9: Failing to Track Contractor SEO Performance
The "set it and forget it" mentality is a common issue with most small businesses figuring out search engine optimization.
Successful SEO isn't a one-time task. It's an ongoing effort that requires careful monitoring. Many contractors invest in SEO services or create content, but fail to track whether their efforts are working.
You need to know how your site performs in search engine results pages. Key metrics include:
Website rankings for target keywords
Amount of organic traffic received
Traffic conversion into leads
Tools like Google Analytics provide essential data about user behavior, popular pages, and traffic sources. Regular analysis allows you to refine strategies, reallocate digital marketing budgets, and focus on what drives business growth.
Most SEO agencies provide reports that can be confusing. They also miss the mark, as business owners don't know what to do with them.
Read our blog on "Why Most SEO Reports Are Useless (Our SEO Agency Is Different!)" to know how Sapphire SEO Solutions makes a difference.
Mistake #10: Relying on Cheap SEO
There is a difference between affordable and cheap SEO services. The latter is one of the most tempting and costly mistakes contractors make.
Quick searches for "SEO services" reveal countless options. Agencies promise incredible results for low monthly fees. While cutting costs sounds appealing, relying on cheap SEO is a massive mistake.
Low-cost providers often use tactics that can get your website penalized by Google. This causes more damage than good. They may provide generic strategies that do little for your unique business. When you contract cheap SEO services, you're not paying for expertise but for risk.
Professional agencies specialize in proven strategies for the construction industry. Their goal is to maximize your visibility and drive qualified leads as a long-term investment.
Sapphire SEO Solutions offers affordable SEO services to small businesses, including contractors with a tight budget. Search engine optimization should be accessible for every business, and we are here to ensure that!
Partner with Sapphire SEO Solutions to Avoid SEO Mistakes for General Contractors!
SEO may seem complex with strategies, algorithms, and practices constantly changing, making it nearly impossible to keep up. While avoiding these common mistakes is a great start, truly effective SEO requires ongoing effort and expertise.
At Sapphire SEO Solutions, we specialize in helping general contractors get found online. From optimizing your Google Business Profile to building strong backlink profiles and creating high-quality content, our dedicated team handles every aspect of your online presence
Stop letting these SEO mistakes cost you leads. Partner with us and turn your website into your most effective sales tool. Fill out our online contact us form to reach out to an SEO expert for a free SEO audit today!
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Written by Yahya Khan
SEO Manager at Sapphire SEO Solutions
Certified in SEMrush & SurferSEO | 5+ years’ experience helping small businesses rank higher in search and drive more traffic through proven SEO strategies.