Whether you’re a plumber, an electrician, or a remodeling contractor, choosing the right keywords for your marketing is a vital part of driving traffic to your website — and from there, to your business. It’s important to choose your keywords with care, because they help establish whom you’re marketing to and what you’re marketing to them.
If you’re new to marketing, you may be wondering “what are keywords?”. Keywords, in a nutshell, are what people type in when they’re searching for a service. So someone wanting to remodel their kitchen, for example, may search for “kitchen remodeler,” “kitchen remodeling,” or even “kitchen remodeling contractor.” All of those are keyword phrases, and each would pull up a list of businesses related to the words that were searched for.
You, as a business owner, can optimize your web presence by assigning keywords to your website pages and building your content around those keywords. Whether it’s naming your pages something specific, like “Plumbing Repair,” or making sure that you use appropriate keywords in your site text, you’ll be helping your site improve its chances of being ranked higher on the various search engines people use to find the companies they want to work with.
Figuring out what keywords you’re using is one of the first steps in creating a solid, successful contractor marketing strategy. Below are a few things to consider when you’re selecting the right words for your marketing plan.
Step 1: Figure Out What Your Purpose Is
The very first thing you need to do when you’re selecting keywords for your contracting marketing is to establish what you’re doing — what you want to target in your marketing strategy. Do you have areas you specialize in? For example, if you specialize in basement remodeling, or eco-friendly plumbing, or exterior home remodels, you’ll want to base your marketing around those ideas. Keywords that are related to those topics will help you create a more comprehensive marketing plan, while giving you some areas on which to strategically focus.
If there’s something unique about your company, that’s great! That’s the kind of thing that will make it easier to find you. Do you specialize in specific brands of products (for example, being an expert at repairing Kenmore appliances)? That’s a great thing to include. Make sure you’re striking a good balance between uniqueness and competitive keywords — if you go too unique, you run the risk of no one searching for you.
For further reading check out our article Where Do I Start?
Step 2: Figure Out Where You’re Marketing
Is your service area your immediate city? A county? A radius? By figuring out the area you’re marketing to and narrowing down your keywords geographically, you’re giving yourself more power to stay relevant and competitive in a market that can sometimes be saturated with competition. For example, “plumbing” is a highly competitive keyword; there are always going to be a lot of plumbers. But “Plumbers in Jefferson County” would be a less competitive keyword phrase; if you’ve associated yourself with that location, you have a much higher chance of being seen.
Step 3: Figure Out Whom You’re Marketing To
Are you marketing to a DIY enthusiast? A new homeowner? Commercial property managers? Families? Pinning down your audience is a vital part of figuring out what keywords you’re going to use. Commercial businesses will search for different terms than residential homeowners. Renters will have different needs than apartment managers. If you know who your ideal customer is, you can choose keywords that are tailored to your specific audience. “Commercial Electric Repair” would be a specific keyword phrase to target that desired customer base, for instance. Gearing your contractor marketing keywords to your ideal customers allows you to work much more effectively and efficiently. Check this for finding your ideal customer.
In addition to this, it’s helpful to know your demographic’s preference. For example, would they prefer affordable remodeling or quality remodeling? Fast plumbing repair or expert plumbing repair? Adding these types of keywords to your site can increase your value and the value of the “product” you’re selling — in this case, your ability to do a contracting job well and make sure that a customer is satisfied with your work.
Step 4: Figure Out How You’re Going To Market
One of the most important parts of using your marketing strategy effectively is determining how to best utilize your keywords. Some obvious places to use your chosen keywords are within the text of your site, on your service pages, or on your blog (if you have one). Other places it’s important to use your keywords may include your social media profiles, your meta data — meta tags, title tags, and alt tags on your website — and any local directory sites you might be part of. Always make sure you’re taking every opportunity to optimize your keywords and their usage! For example, consider using word variants or changing your word order. List both “Portland plumber” and “plumber in Portland.” Optimize both for “home remodeling” and “residential remodeling.” When you tweak and adjust your keywords, you have a higher chance of getting more qualified leads from a search. Plus, this will make sure you stay competitive and rank higher in search engines.
If you haven’t done your marketing plan yet this article is great.
Common Mistakes You Might Make
Because choosing keywords is so important, you want to avoid a few common mistakes that are easy to make when you’re trying to choose the best keywords for your business, such as:
- Choosing terms that are too broad, and not focused in on what you, specifically, can offer.
- Choosing terms that are too specialized, so that no one will search for them.
- Picking highly competitive terms that you, as a smaller business, would have trouble ranking well for.
- Using a lot of single-word terms (plumbing, electric, remodeling) that will have so much competition you’ll never get on the front page
- Keyword stuffing — listing a bunch of keywords that may or may not be relevant to your business in the hopes of getting people to your site. This is strongly frowned on by Google especially, and can even result in getting your site banned! Don’t do it!
Avoid these common pitfalls, and you should have a much more successful keyword marketing plan!
Let us know what parts of online marketing do you struggle with and we will write a post about it. Or simply contact us to get personalized advice.