There have been a lot of shakeups in digital marketing recently but SEO remains a powerful tool for propelling websites to the top of search engine rankings. SEO is particularly beneficial to local businesses and tradespeople like subcontractors, for connecting with audiences in their service areas.
Today we’ll see how SEO can be a game-changer for subcontractors, empowering them to sustain their businesses with online marketing, even in competitive markets. By leveraging organic search, they connect with potential clients, showcase expertise, and establish themselves as indispensable partners in construction and project management.
Through keyword optimization, content strategy, and local SEO, subcontractors elevate their online presence and attract niche audiences. The symbiotic relationship between SEO and subcontractors becomes evident as each project’s success relies on strategic implementation.
SEO for Better Online Visibility
Search Engine Rankings
In digital marketing, subcontractors often struggle to stand out amidst the sea of competitors. However, a well-executed SEO strategy can significantly improve their online visibility. By optimizing their website and online content with relevant keywords, subcontractors can improve their search engine rankings. Higher search engine rankings increase the likelihood of appearing on the first page of search results, making it easier for potential clients to find and engage with their services.
Elevated search engine rankings not only improve their online presence but also garner credibility and trust among prospects. When subcontractors position themselves as top contenders in search results, they inspire confidence in potential clients, positioning themselves as reliable candidates for trade partnerships for new projects. That means that once overlooked subcontractors get a chance for their unique skills and expertise to shine.
So what is a proper SEO strategy for local subcontractors? The rest of this article serves as a breakdown of what tradespeople should focus on to get their websites ranked for their service areas.
Local SEO for Subcontractors
Subcontractors primarily cater to clients based in specific geographic regions. Local SEO tactics enable subcontractors to effectively target their desired markets. By incorporating location-specific keywords, optimizing their Google My Business listing, and obtaining positive online reviews, subcontractors can establish a strong local presence. This allows them to appear in local search results, making it easier for potential clients in their area to find and connect with them.
Using SEO to Establish Credibility and Trust
Content Marketing for Subcontractors
Trust and credibility are key for subcontractors when it comes to securing contracts. By implementing SEO strategies such as content marketing, subcontractors can create and share valuable, informative content within their niche. Regularly publishing industry-specific articles, blog posts, and guides positions subcontractors as experts in their field. This establishes credibility and gains the trust of potential clients who are more likely to engage with a knowledgeable and authoritative subcontractor.
User Experience and Website Optimization
Having a user-friendly website with relevant, high-quality content is crucial for subcontractors. A well-optimized website not only enhances the user experience but also improves search engine visibility. By ensuring fast loading times, mobile responsiveness, and easy navigation, subcontractors provide visitors with a positive experience. Moreover, creating informative content that answers common client queries helps establish trust and demonstrates expertise.
Today, having a user-friendly website means one that is mobile-ready and fast. Each year there are more web searches being performed on mobile than there are on desktop. Websites need to be easy to read and navigate on a smartphone because that’s what many prospects are using to conduct online research.
We all joke about short attention spans but it is something to take into account when you own a website. With so many options available for almost anything that a web searcher is looking for, many of them won’t stand for a website with slow loading speed.
Furthermore, when Google spots a website where visitors are constantly leaving without engaging with the content their algorithm factors it in, giving the website a lower ranking score due to poor user experience. You can check your website’s page speed by using Google’s own PageSpeed Insights.
Targeting Relevant Keywords for Subcontractors
Conducting thorough keyword research is a fundamental aspect of successful SEO. Subcontractors can identify and target relevant keywords that potential clients are likely to search for when seeking subcontracting services. By incorporating these keywords naturally into website content, blog posts, and meta tags, subcontractors increase their chances of ranking higher in search engine results pages. This, in turn, boosts their visibility and drives targeted traffic to their website.
This part may be a bit too technical for most business owners, especially if they are busy with work projects but there are tools and consultants to help with website audits.
Long-Tail Keywords for Subcontractors
In addition to targeting broader industry-related keywords, subcontractors can often benefit more from focusing on long-tail keywords. Long-tail keywords are more specific phrases that potential clients may use when looking for specialized subcontracting services. For example, if the subcontractor is a roofer, while it may seem instinctual to focus on terms like:
- “Residential roofing contractors in [city]”
- “Metal roofing specialists for commercial buildings”
- “Emergency roof leak repair in [city]”
- “Affordable roofing repair services [city]”
Long-tail keywords get less search traffic but they are much easier to rank for. By targeting a list of long-tail keywords a business can still garner a lot of traffic. This all comes down to how they plan their keyword research approach.
Adding the city is a great way to narrow in on prospects in the targeted service area. It’s much easier to rank a website for a city than it is to rank globally, and of course more practical in terms of getting leads.
By incorporating these long-tail keywords into their content, subcontractors can attract highly targeted traffic with a higher probability of conversion. Long-tail keywords also tend to have lower competition, providing subcontractors with a better chance to rank higher in search results.
The Importance of a Google Business Profile for Subcontractors
Subcontractors should also not under-estimate the power of an optimized Google Business Profile. It serves to enhance visibility and credibility to potential business partners and clients. A verified and optimized profile allows companies to appear prominently on Google Maps and local search results, increasing their exposure and their chances of driving customers to contact or visit their website.
Beyond basic contact information, the profile showcases reviews and ratings from previous customers, building trust and confidence. The profile also enables roofing contractors to showcase completed projects through images and videos to further sell their credibility.
The Cost-Effectiveness and Long-Term Benefits of SEO
Compared to traditional marketing methods, SEO offers a cost-effective approach for subcontractors to market their services. While paid advertising can provide immediate visibility, it requires ongoing investment. In contrast, SEO focuses on improving organic search rankings and driving targeted traffic without the need for continuous financial investment. By investing time and effort into optimizing their website and content, subcontractors can reap the rewards of daily Google searches for their services with lower upfront costs.