When colder weather arrives, homeowners tend to pause their home improvement plans until the spring to focus on travel. This is why many people don't hire construction services during the winter months.
Fortunately, there are things you can do to keep your business leads strong during the off-season.
By having a well-planned SEO strategy for contractors and executing it ahead of time, you can achieve good positions in the SERPs. This allows you to capture home improvement queries during the winter months, just as holiday-related home improvement search volume spikes.
The earlier you can start to optimize for holiday SEO for contractors, the better your chances of ranking high for relevant keywords and bringing in enough leads to fill your schedule during the off-season.
The last thing you want to do during a busy period is to hibernate and lose visibility online. To help your construction business make the most out of the off-peak season, we’ve compiled holiday SEO best practices to promote your company during the holidays.
The first thing you need to do is ensure that your site is functioning well, and that search engines can find, crawl, and index your site. Otherwise, you can’t show up in front of your target customers when they search for your construction services online.
To do this, analyze your analytics to identify pages that are already performing well and pages that need improvement.
You don’t need to do anything to your top-performing pages. However, you do need to work on optimizing the pages that aren’t helping you bring in leads.
There are three Contractor SEO audits you need to do to be able to create actionable plans that will help you outperform your competitors, create better customer experiences, and identify opportunities within your site:
As you go through your SEO audit, you’ll discover areas you can further optimize to increase your site performance and provide a delightful user experience to your web visitors.
Once your site is up and running, it's time to do keyword research to determine what your ideal clients are looking up on the web to find your construction services during this time of the year.
It’s important to target the right keyword in your content to capture consistent, quality traffic to your site.
You can do social media listening to find out what people are talking about that’s relevant to your industry. You can also use Google Trends, Google Keyword Planner, and SEMRush to get an insight into the terms you should be going for during the holiday season.
Below are some tips on finding the right holiday construction keywords:
Now that you have a list of popular holiday keywords, it’s time to refine them. As much as possible, avoid high-traffic and high-competition keywords because they’re difficult to rank for.
You want to focus on long-tail keywords instead. They generate enough traffic to sustain your business but don't have much competition.
For example, instead of targeting the keyword “contractor,” go for something more specific like “the best contractor in West Palm Beach.” Add adjectives to your keywords that best describe your company and refine it even more by localizing it.
By doing your research in advance, you can get a head start in building an SEO strategy that is focused on these trending keywords and securing a top spot in the search results.
Once you have a set of keywords, it’s time to publish content around them. By creating blog posts, videos, and social media content, you can easily reach potential clients.
Here are some tips to keep in mind when creating holiday content:
Set up new, holiday-specific pages to promote your holiday deals, discounts, and service packages. This is a great way to drive more traffic to your site.
Want to know the secret to building the perfect holiday landing page? Here are some best practices to follow:
If you don’t have the time and resources to develop various holiday landing pages, look at other relevant pages you can optimize for holiday keywords like deal pages.
Optimize your deal pages by incorporating your targeted holiday keywords into their titles, descriptions, headings, and body copy.
Another way to boost your visibility in the search results is to update your Google My Business listings, Best Places, Yext, and other listings.
Make sure you indicate the deals you're having, update your operating hours and wish people a happy holiday message.
Here are five important local listing optimizations for the holiday season:
Keep your business leads strong during the off-season by creating a well-planned, holiday SEO strategy for contractors!
SEO is a long-term strategy, and it takes time before you can experience its full effect. Get optimizing now to boost your visibility in time for the holidays!
At Digital Resource, our contractor SEO specialist will work with you to create a custom SEO plan to put your business in front of potential clients and attract them to your business.
Need help building a solid SEO strategy that will grow your business beyond the holiday season? Contact us today!