Contractor & home services SEO

SEO for contractors and home services businesses — built for the areas you really cover.

Roofers, HVAC companies, remodelers, landscapers, painters and general contractors all face the same SEO problem: you work across many towns, but Google only lets you rank well close to home unless your website earns it. The shortcut most agencies take — a hundred near-identical town pages — is exactly what Google’s spam policies call doorway pages. We do it the slower, safer way, and plan around the seasons your trade lives by. In the UK, this is what people call SEO for tradesmen.

What contractor SEO covers

Area pagesUseful, not doorway pages
Seasonal planReady before demand peaks
ReviewsEarned the way Google allows
Trade schemaRoofing, HVAC, plumbing and more

The short answer

What is SEO for contractors?

It is the work that gets a home services or construction business found by people searching for its services across the areas it covers. It combines a correctly set-up Google Business Profile, service pages for each job type, genuinely useful area pages, reviews, and structured data that tells Google exactly what kind of contractor you are.

The core challenge is distance. Google’s map results favour businesses close to the searcher, and its service-area guidance suggests keeping your listed areas within about two hours’ drive. Beyond the map, your website has to earn rankings in each town on its own merits — which is where most contractor SEO goes wrong.

Area pages

How do you rank in other towns without doorway pages?

Google’s spam policies name “substantially similar pages” for different cities as doorway abuse. A page per town only works when each page is genuinely useful there.

Doorway pages (what to avoid)

The same text with the town name swapped
Pages for towns you rarely work in
No local photos, jobs or detail
Hundreds of pages, thin on each
Risk: ignored or demoted by Google

Useful area pages (what we build)

Projects completed in that town, with photos
Local conditions: housing stock, weather, permits
Travel times and the team who covers it
Reviews from customers in that area
Only towns you actually serve

Seasons

When should contractors start SEO for seasonal work?

Pages take weeks or months to rank, so seasonal pages have to be live well before demand peaks. A typical plan looks like this — we adjust it to your climate and trade.

Trade	Demand peaks	Have pages live by
HVAC — cooling	First hot spell of summer	Early spring
HVAC — heating	First cold snap of autumn or winter	Late summer
Roofing	After storms, and before winter	Year-round storm pages; repairs before autumn
Landscaping and outdoor	Spring	Late winter
Remodeling and kitchens	New year and spring planning	Autumn
Gutters	Autumn leaf fall	Late summer

Reviews

How can contractors get more reviews without breaking Google’s rules?

Ask every customer, at the moment the job is finished and checked, with a direct link. What you must not do is offer discounts or gifts in exchange for reviews, ask only happy customers through a filter, or post reviews on someone’s behalf — Google’s policies on fake engagement prohibit them, and Google removes reviews and can restrict profiles that break them.

Reply to every review, good and bad, with something specific. A calm, factual reply to a negative review often does more for the next customer’s trust than another five stars. We set up the request routine with you — a text or email after the final inspection — and draft replies you can approve.

Structured data

Which schema type should a contractor use?

Schema.org has specific types for home and construction trades. Using the right one — with your licences and service areas — tells Google exactly what you do.

Trade	Schema type	Key properties we add
Roofing	RoofingContractor	areaServed, hasCredential (licence), hasOfferCatalog
Heating and cooling	HVACBusiness	areaServed, openingHours, hasOfferCatalog
Plumbing	Plumber	areaServed, hasCredential, telephone
Electrical	Electrician	areaServed, hasCredential, knowsAbout
General building and remodeling	GeneralContractor	areaServed, hasCredential, hasOfferCatalog
Painting	HousePainter	areaServed, priceRange, aggregateRating

What we do

What does contractor SEO include with us?

The same foundations for every trade, tuned to how your customers search.

Profile and service areasGoogle Business Profile set up as a service-area business, within Google’s rules.Learn more →

Service pagesOne detailed page per job type, with process, timelines, photos and “from” prices.

Area pagesOnly for towns you serve, each with real local projects and detail.

Licence and insuranceShown on the site, in schema and in listings — consistent everywhere.

ReviewsA request routine after every job and replies to every review.Learn more →

Seasonal planPages and profile posts ready before your busy season.

How it works

How does contractor SEO work with us?

01AuditProfile, site, rankings and your local competitors.

02FixListings, schema, licence details and technical issues.

03BuildService pages, then useful area pages.

04GrowReviews, seasonal content and reporting from your own data.

FAQ

Questions we get asked

What is home services SEO?

It is SEO for businesses that work at customers’ homes — roofing, HVAC, plumbing, electrical, cleaning, landscaping and similar. The focus is the map results, service pages and area pages for the towns you cover.

Do you work with roofing and HVAC companies?

Yes. Both are seasonal and competitive, so we plan pages ahead of the busy season and focus on the jobs with the best margins, such as replacements over repairs.

How many area pages should a contractor have?

As many as you can make genuinely useful — usually the towns where you have completed real projects. Ten strong pages beat a hundred thin ones, and avoid Google’s doorway-page policy.

We work in several trades. Do we need separate websites?

Usually not. One site with a clear section for each trade, and the right schema, keeps your reviews and authority in one place.

How long does contractor SEO take?

Profile and technical fixes can show within weeks; service and area pages typically take a few months. Seasonal trades should start well before the peak.

How much does SEO for contractors cost?

It depends on your trades, areas and competition. We quote after the audit, so you know exactly what is included.

Something else on your mind? Ask us directly →

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