TECHNICAL · SEO GLOSSARY
Contractor SEO
Local SEO for general and specialist contractors — builders, roofers, landscapers, kitchen fitters, extension builders — targeting project-intent local queries, service and location landing pages, homeowner-focused review acquisition, and HomeAndConstructionBusiness schema.
Definition
Contractor SEO applies to building and construction tradespeople and companies — general contractors (builders), specialist contractors (roofers, electricians, plumbers), and project contractors (kitchen and bathroom fitters, loft converters, extension builders). Key differences from emergency service SEO: contractor work is predominantly planned and project-based, with longer consideration timelines (homeowners research multiple contractors before hiring) and higher average transaction values (£3,000-£50,000+ for construction projects). This longer consideration timeline means content marketing plays a larger role: blog posts explaining what to expect during a kitchen extension, guides to planning permission for loft conversions, cost guide content for specific project types — attracting searchers early in the consideration phase before they\'re ready to request quotes. Key schema: `HomeAndConstructionBusiness` or specific subtypes (`RoofingContractor`, `GeneralContractor`, `HousePainter`). Review acquisition is extremely high-value for contractors — project size means each review represents significant revenue, and homeowners are highly risk-averse when selecting contractors (fear of cowboy builders). Google rating aggregate and review count directly influences homeowner click-through when comparing contractor websites and GBP listings.
Why it matters for SEO
The construction and home improvement sector has high average transaction values and high Google search intent — homeowners increasingly begin contractor selection with Google search rather than word-of-mouth. Ranking for "[project type] [area]" queries (kitchen extension [city], loft conversion [area], conservatory builders [town]) generates enquiries with qualified project intent. Contractor businesses with strong review portfolios (50+ Google reviews, 4.8+) convert significantly better from organic traffic than contractors with thin or absent review profiles.
How DeepSEOAnalysis checks this
DeepSEOAnalysis validates contractor schema type usage, checks `hasOfferCatalog` construction service definitions, confirms `aggregateRating` is correctly formatted, and verifies all structured data is server-rendered. CrUX p75 LCP is also checked — contractor websites often feature large project gallery images that can cause LCP issues.
Useful tools and resources
GLOSSARY
Related terms
technical
Plumber SEO
Search engine optimisation for plumbing and heating businesses — targeting local emergency service queries, service area pages, Google Local Services Ads integration, and HomeAndConstructionBusiness schema with areaServed and hasOfferCatalog properties.
Read definition →technical
Home Service SEO
Local SEO strategy for tradespeople and home service businesses — plumbers, electricians, roofers, locksmiths, cleaners — covering service area configuration, Google Local Services Ads, HomeAndConstructionBusiness schema subtypes, and emergency service visibility optimisation.
Read definition →technical
Tradespeople SEO
SEO strategy for skilled tradespeople — electricians, carpenters, painters, tilers, plasterers, decorators — covering GBP optimisation for service area businesses, Checkatrade/Trustatrader citation management, schema markup, and review acquisition for high-conversion local queries.
Read definition →technical
Plumber Schema
The schema.org `Plumber` type — a subtype of `HomeAndConstructionBusiness → LocalBusiness` — used to mark up plumbing and heating business websites, communicating service types, geographic service area, opening hours, and emergency availability to search engines.
Read definition →technical
Service Area Schema
The `areaServed` schema.org property used to declare the geographic areas a service business covers — expressed as `Place`, `City`, `AdministrativeArea`, `GeoShape`, or `GeoCircle` objects — enabling search engines to match service area businesses with local queries outside their registered address location.
Read definition →See how your site scores on Contractor SEO.
The free DeepSEOAnalysis audit checks contractor seo and 100+ other signals. Full report, no signup.
Run a free audit →