How Contractors Can Improve Local Search Rankings

For contractors, getting found online by potential customers in your service area is crucial. When homeowners or businesses search for roofing, plumbing, electrical, or remodeling services, you want your business to be at the top of Google’s Local Pack and search results. A strong local search presence means more calls, more leads, and ultimately, more revenue.

If you want to outrank your competitors, this guide will walk you through the best strategies to boost your local search rankings and bring in more business.

Optimize Your Google Business Profile

Your Google Business Profile (GBP) is like your online storefront. When someone searches for a contractor in your area, this is often the first thing they see. That’s why it’s important to claim and verify your profile and ensure all your business details—name, address, phone number, website, hours, and services—are accurate and complete.

Adding high-quality photos of your past work, your team, and your office (if you have one) helps build trust with potential clients. Regularly posting updates about recent jobs, seasonal offers, or company news keeps your profile active. Reviews are another key ranking factor—encourage satisfied customers to leave Google reviews, and always respond to both positive and negative feedback. The Google Q&A section is another opportunity to provide helpful answers to potential clients' questions.

Use Local Keywords and On-Page SEO

If you want to rank higher when people search for contractors in your area, you need to use the right keywords on your website. Keywords like “roof repair in Dallas” or “best plumber near me” help Google connect your business to local searches.

Make sure these keywords appear in your title tags, meta descriptions, headers, and throughout your content. Each service you offer should have its own dedicated page with detailed descriptions, customer testimonials, and images of your work. If you serve multiple cities, create location-specific pages that highlight your experience and projects in each area.

To further help Google understand your business, use schema markup (structured data) on your website, which tells search engines exactly what your company does and where you operate. Embedding a Google Map on your contact page also strengthens your local relevance.

Get Listed in Local Directories

Citations—mentions of your Name, Address, and Phone Number (NAP)—on trusted directories help Google verify your business. The more places your business is listed with consistent information, the more credibility you gain.

Ensure you’re listed on Google Business Profile, Yelp, Bing Places, Apple Maps, Angi, HomeAdvisor, BBB, and local chamber of commerce websites. Using tools like Yext, BrightLocal, or Whitespark can help you manage these listings more efficiently.

Reviews, Reviews, and.....Reviews!

Reviews are one of the biggest ranking factors for local search. The more positive reviews you have on Google, Yelp, and other directories, the more Google trusts your business.

Encourage happy customers to leave reviews by sending follow-up emails or text messages with a direct link to your Google review page. Respond to every review—thank customers for positive ones and professionally address any negative feedback. Never buy fake reviews or offer incentives for reviews, as Google penalizes businesses that manipulate ratings.

Build Local Backlinks

Backlinks—links from other websites to yours—help improve your website’s authority and rankings. The best backlinks come from local and industry-related sources.

Get backlinks by:

• Partnering with local suppliers or subcontractors to link to each other’s websites.
• Getting featured in local news articles, blogs, or community websites.
• Sponsoring local events, charities, or trade organizations.
• Writing guest blog posts for local business websites.
• Submitting your website to contractor directories.

Make Sure Your Website is Mobile-Friendly and Fast

Most people searching for a contractor will do so from their phone, so your website needs to be mobile-friendly and load quickly. A slow or difficult-to-use website can drive potential customers away.

Use Google PageSpeed Insights to check your website speed and fix any issues. Ensure your site has easy-to-click phone numbers, contact forms, and call-to-action buttons like “Request a Quote” or “Call Now.”

More people are also using voice search to find contractors, so optimize for phrases like “Who is the best roofer near me?” by using natural, conversational language in your content.

Publish Locally-Focused Content

Creating helpful, locally relevant content is one of the best ways to stand out from competitors. Blog posts, case studies, and videos showcasing your work build trust and improve SEO.

Write about topics that matter to homeowners in your area, such as:

• “How to Prepare Your Roof for Hurricane Season in Florida”
• “5 Signs Your Home Needs Foundation Repair in Texas”
• “The Best Time of Year to Paint Your Home in New England”

Posting before-and-after photos of your work and featuring customer success stories also adds credibility. The more useful and localized your content, the better you will rank.

Engage With Your Local Community on Social Media

Social media plays a role in local SEO by increasing brand awareness and engagement. Posting on Facebook, Instagram, LinkedIn, and even TikTok can keep your business in front of potential customers.

Get involved in local Facebook groups and community forums to offer advice and answer questions. Share photos of completed projects, customer testimonials, and promotions. Running geotargeted Facebook and Instagram ads can help you reach homeowners in your service area.

Run Google Ads to Get Instant Visibility

While SEO takes time, Google Ads can put your business at the top of search results immediately. Running Local Search Ads ensures that when someone searches for “electrician near me” or “best contractor in Denver,” your business shows up first.

Use Google’s Location Extensions so your address, phone number, and directions appear in the ad. Targeting “near me” searches and city-specific keywords increases your chances of reaching the right customers at the right time.

Track Performance with Analytics

You won’t know if your SEO efforts are working unless you track them. Google Business Profile Insights shows how often your business appears in search results, while Google Analytics tracks website traffic and visitor behavior. Google Search Console can help you fix technical issues and find keyword opportunities.

Using tools Moz Local or SEMrush can give you deeper insights into your rankings and where improvements are needed.

Overall, if you’re a contractor looking to get more leads from Google, focusing on local SEO is essential. By optimizing your Google Business Profile, website, customer reviews, and local citations, you can build trust and rank higher in local searches. Staying active in your community, publishing useful content, and leveraging Google Ads can help you outperform competitors and grow your business.

Start implementing these strategies today, and watch as your phone rings with more local customers looking for your services!