If you’re a remodeler or general contractor, you’ve probably noticed this:
When someone needs a kitchen renovation, they don’t flip through the Yellow Pages anymore—they grab their phone and search “kitchen remodeler near me.”
If your business doesn’t show up in those search results, you’re invisible to a huge portion of your potential market.
That’s where SEO (search engine optimization) for general contractors comes in. Done right, SEO can help you show up where your dream clients are looking—on Google and other search engines—so you get more calls, more consultations, and more booked projects.
In this guide, you’ll learn the fundamentals of remodeling SEO and exactly how to use it to bring in high-quality leads.
1. Understand What SEO Really Means for Remodelers
SEO isn’t about tricking Google—it’s about making your website and content so relevant and helpful that Google wants to show it to people searching for remodeling services.
For remodelers, that means:
- Creating content about the services you offer (kitchen remodels, bathroom renovations, additions). This includes website service pages, blog posts, and other resources on your website.
- Optimizing for local search so nearby clients find you. A majority of Google searches are for local results. Using tools like Google Business Profile can help you show up when potential clients need to find you.
- Building credibility through reviews and authority content. Google reviews and testimonials are some of the strongest trust signals you can have.
This guide will help you do all of these!
2. Start with Local SEO
Most remodeling clients want a contractor within driving distance. That’s why local SEO is the most powerful tool in your kit.
Checklist for Local SEO:
- Claim and fully optimize your Google Business Profile. We have instructions on how to do that here.
- Use consistent Name, Address, and Phone (NAP) info everywhere online. This shows Google that you are a real business, you’re easy to reach, and you keep your information updated across directories.
- Add photos of your projects to your profile. Google likes these images, but so do your prospects! They want to see real work you’ve done for their neighbors.
- Encourage satisfied clients to leave Google reviews (and respond to them). Getting these reviews is as simple as writing a followup email after a project asking (nicely!) for a review.
Pro Tip: Use location-based keywords like “bathroom remodeler in [City]” throughout your site.
3. Research Keywords That Attract Ready-to-Hire Clients
Not all traffic is good traffic. You want people who are ready to hire—not just browsing Pinterest.
How to find the right keywords:
- Use tools like Google Keyword Planner, Ubersuggest, or SEMrush. All of these tools have free or paid versions.
- Look for service + location combos. Think “kitchen remodel Grand Rapids.” A tool like Google Trends can help you determine if people are searching for project-specific keywords in your area.
- Include long-tail phrases like “cost to remodel small bathroom”. These often signal high intent (reason for searching the keyphrase).
4. Optimize Your Website Pages
Every main service you offer should have its own optimized page.
For example, have a page for each service you offer, such as:
- Kitchen Remodeling
- Bathroom Remodeling
- Basement Finishing
- Home Additions
Each page should:
- Include your target keyword in the title, header, and first paragraph.
- Explain the service using 300-500+ words.
- Feature before/after project photos.
- End with a call-to-action like “Schedule Your Free Consultation.”
Here’s an example from a previous client of Hughes Integrated:
5. Create Content That Answers Your Clients’ Questions
Blogging might not be your first love, but it’s an SEO powerhouse, and can be especially helpful for remodelers. Blog content attracts those HGTV viewers who are looking for inspiration for their home remodel.
Here are a few ideas for posts:
- “5 Things to Know Before Starting a Kitchen Remodel”
- “How Long Does a Bathroom Remodel Take?”
- “Remodeling Trends for [Year]”
This kind of content:
- Builds your authority. It sets you up as an expert remodeler, especially if you provide insider tips and tools of the trade.
- Gives Google more to index. The more Google has to index, the more authority your site will have.
- Attracts people earlier in their decision-making process. Most people who read remodeling blogs aren’t necessarily ready to hire someone yet. They are what we in marketing consider at the top of the sales funnel. Don’t try to sell them anything yet—put on your teacher hat and educate them!
6. Make Your Site Mobile-Friendly and Fast
If your site takes forever to load or looks bad on a phone, Google will rank you lower—and visitors will click away. Since most searches are done on mobile nowadays, it’s vital you have a responsive (mobile-friendly) website.
Tips:
- Use a clean, responsive design. Most website hosting platforms have options for responsive templates to choose from.
- Compress image files. This helps page speed on mobile and on desktop.
- Test load speed with tools like GTmetrix. GTmetrix will measure how long your site takes to load and gives you a score based on the timing.
7. Build Links from Local and Industry Sources
Links from other sites to yours tell Google you’re trustworthy. This is called backlinking. While some marketers try to sell backlinks to companies to help them rank better on Google, we at Hughes Integrated recommend doing it the old-fashioned way—creating high-quality content that deserves to be seen.
Here’s where and how to get backlinks:
- Local chamber of commerce or directory listings. Make sure your contact information is up-to-date and accurate on local chambers of commerce websites and directories like Yelp, Houzz, Angi, and other trustworthy contractor directories.
- Home improvement blogs. The more you build quality content like blogs, the more likely your content will be linked back to on other home improvement websites. For example, a landscaping contractor client of Hughes Integrated got featured in a Redfin blog after we created a high-quality blog on outdoor kitchens.
- Partner businesses (e.g., local interior designers). Do you frequently work with other local contractors like painters, interior designers, or carpenters? Swap links! This builds mutual trust in both you and the contractors you work alongside and hire.
8. Showcase Reviews and Social Proof
Would you rather hire a contractor who has three out of five stars on Google, or five out of five?
That’s a no-brainer. Google reviews help your prospects find the best contractor for their needs. They’ll trust their neighbor’s word more than anything else—did that family in Middleville have a good experience with this painter? Did my neighbor in East Grand Rapids enjoy working with this bathroom remodeler? Does my friend in Ada recommend this kitchen renovator?
Not only that—Google factors reviews into rankings on local map packs.
Add reviews to:
- Your Google Business Profile. Ask recent clients to share their experience on Google and leave an honest review.
- Your website (with permission). Take real customer reviews from Google Business Profile and put them directly on your website.
- Project portfolio pages. Showcase testimonials and results on project portfolio pages on your website.
9. Track Your Results
Use free tools like Google Analytics and Google Search Console to see:
- Which keywords bring visitors. Here’s a pro tip—wait 5-6 months after implementing keywords to track results. It takes time for fresh websites to build trust and authority.
- How many calls and form fills you’re getting. Google Analytics can track how many clicks your CTAs have received.
- Which pages are performing best. Use this information to implement best practices into other parts of your website.
10. Keep Improving
SEO isn’t a one-and-done project. While it can take up to 6 months to see results from SEO, you’ll want to keep improving and building your site as you go. Update your site regularly with:
- New blog posts.
- Updated service pages.
- Fresh project photos.
- Responses to Google reviews.
Don’t anticipate overnight success when it comes to SEO. It’s a slow-moving animal, but once it gains traction, you’ll probably start to see steady, measurable results.
Build a Better Website for Your Contracting Business
Done right, SEO for general contractors is like having a billboard that only shows up for people actively looking for remodeling services—and you don’t have to keep paying for it once it’s built.
If you want to skip the trial-and-error and get a remodeling SEO strategy that works from day one, Hughes Integrated can help. Contact us today!
