This guide will put you through everything you need to learn about optimizing your home improvement business’s website through targeted keyword research, On Page Optimization, technical SEO and content marketing. Let’s dive right in into the guide.



Why SEO Services For Home Improvement Businesses Might Be A Good Choice

Before diving into the guide, let’s take a quick look at some interesting statistics…

  • 46% of all searches on Google are seeking local information whereas 97% of local search engine users searched online to find a local business (SocialMediaToday)
  • 70.6% of all web traffic originates from search engines. (Backlinko)
  • 88% of people are not likely to return to a website after a bad experience while 38% of people will stop engaging with a website if the content or layout is unattractive (Sweor)
  • 46% of all Google searches are local. Yet 56% of local retailers haven’t even claimed their Google My Business listing. (Ahrefs)

With the right SEO strategy, over time, you can increase the number of leads from organic sources steadily. Before considering SEO for your business, there are some Important factors to note.

Web Design Importance

Image by Beeblueg

  • Website design and layout: is your website properly designed to convert visitors into paying customers? If it’s not designed properly, then you definitely need a website make over to ensure its responsive and user friendly, so you don’t keep losing potential customers due to the horrible design and user experience.

Conversion Rate Optimization

  • Conversion Rate Optimization (CRO): Is your website structure, design and content setup in such a way it converts more visitors into customers? If no, here are a few tips that can help:

    • Put contact details as close to the top as possible, so customers can reach you quickly. Also ensure you website is littered reasonably with details customers can use to contact anywhere they’re on the website.
    • Ensure to put your positive reviews closer to where visitors can see it quickly, so that it can act as a form of social proof and trust for website visitors. It works well, especially if the reviews are videos.
    • Ensure to have a portfolio or gallery page where you can show case previous work. Preferably try to have before and after pictures.

Benefits of SEO For Home Remodeling

  • Higher Rankings: One of the top benefits of SEO is that it boosts your website rankings in search engine results for keywords and phrases related to your home remodeling company. This is really important since it has been proven that pages that rank in the top three spots receive more than 50% of clicks from searches. Sites that show up at the top in search results also appear more credible in the eyes of prospective clients especially if they appear at the top of Google Maps with very strong review ratings. SEO might be a solid option if you intend on positioning your home improvement company as a leader in your locality.
  • More Leads and Calls: By ranking at the top of search engine results, more qualified prospects get to see your website first, which means you’ve a higher chance of closing more of your website visitors and turning them into clients, that is if your website and digital presence has been setup properly and have given them every reason to pick up the phone and call your company.
  • More Viable Opportunity To Scale: the main purpose of SEO is to grow businesses, or atleast ensure they remain in business for a long time to come. Appearing at the top of Search engine results and Google maps gives your home improvement business a chance to grow steadily and provides a room for business expansion.
  • Increased Brand Exposure: When your site appears higher in search engine results, more people will have a chance to find your company, learn about what your company has to offer, and may contact you to become a customer. If people like what they see, they will also be more likely to recommend your business to friends and family members who may need your services, hence growing your business even without those people knowing who you’re. This word of mouth advertising is extremely beneficial since people tend to trust recommendations from real people over brand advertisements. In fact, 82% of Americans seek recommendations when making purchases (so asides having a beautiful website, ensure you’ve got good reviews online).

Home Remodeling SEO

Now that you have a responsive, high converting website to turn visitors into high quality leads, we can dive deep into using SEO to get more visitors to your Home renovation website.

Search Engine Optimization (SEO) is the art of constantly improving your website to increase your search engine’s rankings. SEO is all about increasing your site’s rankings in the organic (non-paid) section of search engine result pages. This means search engines get to show your sites in the top results for certain keywords when potential customers are searching.

In a case study conducted by Web Talent Marketing, changes were made to the SEO strategy of a home improvement website. The organic traffic for the site saw an increase of 25% per year while the keyword rank also increased from 18 to 393.

We’ve had the opportunity to do SEO for a Home Improvement Company in Dublin, and over a 6-month period, we’ve seen a traffic increase of over 100% and a steady increase in the number and quality of leads.

Your aim, specifically, is for search engines to see your site as the best result for a person’s search. SEO works by optimizing your site for the search engine (such as Google, Bing, and Yandex) which you want to rank for. In simple terms, all SEO does is to make search engines see your website as the overall best result for a searcher’s query. With that, let’s dive into the strategic guide on improving your site SEO.

Keyword Research

Image Source: Search Engine Land

Keyword research is the first step for a successful SEO campaign. Choosing the right keywords form the backbone of your SEO campaign. Keyword research informs other SEO tasks you perform on your website. Your keywords reflect in your URLs and your site architecture. Therefore, your keyword list has a major influence on your technical SEO as well. Without the right keywords, you cannot optimize the pages of your website for targeted traffic.

The keywords you choose are influenced by the audience you want to target. Your keywords should reflect exact words and phrases that your customers use in their searches for home improvement or home remodeling or home renovation services. With the right keywords, you get to figure out what your customers search for. That way, you can rank your site for the things that your customers search for on a daily basis. How then do you choose the best keywords for your site?

How To Choose Keywords For Home Renovation Websites

Generally, keywords tend to fall into two main groups: Informational keywords and Product (or Money) Keywords. Informational keywords are used to find information about a particular topic, product or services. People type informational keywords into search engines to find contents on “how to”.

Examples of home improvement informational keywords are;

  • How to improve your home
  • Pex Installation guide
  • Kitchen designs trend

Product keywords are keywords people use to find what you sell or the services you render. For your home improvement site, examples of product/money keywords are:

  • Home Improvement + city (E.g. Home Improvements Dublin)
  • Bathroom Refinishing Services + city
  • Plumber Services + city (E.g. Detroit Plumbing Services)
  • Drinking-Water Filtration + city

Home Remodeling SEO

To succeed with your SEO campaign, you need to optimize your site for both product keywords and informational keywords. That way, when your customers search for your products, your site shows up in the search engine result. And also, when your customers want information as regards home improvements and are not looking for your product or services, your site shows up for those too. Some customers research information in order to make good decisions or find the right questions to ask their home remodeling contractors; if you provide them with such good information and offer the services, they might end up becoming a customer even if that wasn’t their first intention.

From competitor analysis to search volume, here are the exact processes for finding the best keywords for your site.

Step #1 Create a Keyword list

You need to create a bulk list of keywords. For now, you need to forget about the cost per click (CPC) or the competition. You will learn how to identify the best keywords to use for your site in the succeeding steps.


Google Suggest is a great tool for finding long tail keywords. Enter a keyword that is related to your business into Google. Google will suggest a list of specific keywords as it relates to your business. Keywords suggested by Google are based on what people are searching for right now.

Google uggest

Google Suggest


Ahrefs is an SEO tool that has a keyword explorer feature embedded in it. It is similar to SEMRush. The tool generates keywords based on your seed keyword. Ahrefs produce a huge volume of keywords.


SEMRush is a popular tool for keyword research. The tool shows keywords that your competitors are ranking for. To use SEMRush tool to find keywords for your site:

  • Enter a competitor site into the search field.
  • Then hit the “Organic Research” at the sidebar. This will show all the keywords that your competitor ranks for.
  • You can check out the competitors report to get more keywords out of the tool.

The tool will produce a great list of keywords that are related to your business. Copy keywords remotely related to your business and add to your keyword list.

Competitor Keyword Research Using SEMRush

Step #2 Choose the best keywords

The next thought after a list of potential keywords is probably…. Which keyword should I use? To identify the best keywords to use from your keywords list, you need to …

  • Identify Search Volume

Search volume refers to the average monthly searches a search term gets. This is an important part of evaluating a keyword. If no one searches for a keyword, ranking for that keyword is useless. It doesn’t matter how competitive the keyword is or how well it converts, if no one is searching for it, it’s not a necessity.

There is no specific recommendation for what the best search volume is. To some businesses, 100 monthly searches is a lot. While to others, 1000 monthly searches are nothing. With time, you will get to have an idea of what search volume works best for your business. In order to find the search volume for a specific keyword…

You can get data from Google Keyword Planner. The Search volume is called “Avg. Monthly Searches”. The search volume is an estimated range of monthly searches. SEMRush also provides search volumes. Most keyword tools pull their search volume data from Google Keyword Planner. Moz and Ahrefs provide search volume too. Both use “Clickstream” data to figure out their search volumes. That is, they get their data from actual user behavior.

Different tools have different ways of estimating search volume. This can cause a difference in the search volume shown for a certain keyword.

  • Keyword-Product Relationship

That you find a keyword with a high search volume doesn’t guarantee that the keyword is right. Keywords with high searches may not be perfect for your site. The keywords you choose must fit with what you sell or offer; there’s no point to ranking for what you don’t offer.

The closer a keyword is to your product or service, the higher the conversion. If the keyword you pick does not match the products or services you offer, leads generated from them won’t convert or the conversion would be very low.

So, before you proceed to the next step, you need to filter out keywords that do not fit your products and services. For example, if you come around keywords like “Decks and Patio services”, optimizing your website for this keyword would not convert. Though the keyword may generate more traffic, a lot of the leads may not be converted to sales.

You don’t have to always target keywords that fit with your products and services. You can select informational keywords and create contents around terms your customers are searching for when they’re not buying, Even though a keyword has fewer monthly searches, if it is more targeted to your business, I recommend you go for that.

Now, you should have a keyword list that fits your product and services.

The next thing to do is to…

  • Analyze Earning Potential

Keyword has a high or decent search volume? ✔️

Keywords fit your product? ✔️

Will the keyword make you money? ❓

Before you decide on a keyword to use, you need to know if people using the keyword are rich or broke browsers. However, this is easy to do. You can use the Google Keyword Planner to check the keyword’s “Top of Page Bid”.

Top of Page Bid is an estimate of how much it will cost to place an ad at the top of Google’s first page. Keywords with higher “Top of page bid” tend to be worth more. For instance, while this cost lesser, Top of page bid (also known as commercial intent) should not be solely used to determine the keywords to target. You should use top of page bid along with other factors to determine the keywords that are best for you.

  • Keyword Difficulty (KD)

The last thing to check is how hard it will be to hit Google’s first page. Keyword difficulty (KD) shows an estimation of how competitive it is to rank for a keyword.

SEMRush Keyword difficulty can give you the metric of how competitive a keyword is. To check the KD using SEMRush:

  • Type a keyword into the search field.
  • Click on Keyword Difficulty in the sidebar and look at the difficulty percentage column.
  • It tends to be hard to rank for Keywords with high KD.

Optimizing Content Towards Search or User Intent

Search intent or User intent is the main goal behind a user’s search query on Google or other search engines. For example, if you search for “carpentry designs for home renovation” you will see that some of the results are not optimized around this term.

Carpentry Designs for Home Renovation

So, if you rank one of your home improvement site pages around the keyword “carpentry designs for home renovation”, you will have a good shot at hitting the top list. If you find low competitive keywords and you rank #1 for them, you might not maintain the rankings if the content doesn’t solve the search intent.

Common Keyword Research Mistakes People Make

  • Using keywords that are too broad. It is easier for your site to rank for a long tail keyword like “Bathroom renovation cost in LA” than “Bathroom renovation”
  • Ranking for keywords that don’t convert
  • Trying to rank for keywords with too much competition (keyword difficulty)
  • Trying to rank for just one keyword at a time. This leads to keyword stuffing. Keyword stuffing is when you try to put in your target keyword as much as possible into your content; by doing that, you stand a very high risk of getting a penalty from Google. If you get one, recovering from it and getting your website visible to users again in Google might be difficult. You can rank for a ton of keywords by using latent semantic index keywords rather than just repeatedly using the same keyword over and over again.

Now that you have a list of keywords with decent search volume and you’re sure would put money into your pocket, let’s move to the next step of your website’s structure.

Website structure refers to how the pages on your sites are organized and arranged. The better your site structure, the better chance you have at ranking higher in search engines. By having a good website structure, you help Google bots crawl your website more effectively and find all the pages and content there in.

Website structure is an important aspect of SEO performance for any site. A good site structure has nothing to do with the graphics, images, fonts, color and white space. A well-structured website makes it easy for users to navigate easily. Users get to find things where they are expected to be.

Local Business Header Menu Sample

When setting up your site structure, there are two important rules to keep in mind. Your site structure must be simple and scalable. Also, keep every page three clicks (or fewer) from your homepage.

Why Site Structure is Important

  • A good site structure equals a great user experience:

An accurate site structure can reduce bounce rate and increase dwell time. These lead to higher and improved ranking.

  • A good site structure provides your site with sitelinks (If included in the Schema Markup):

Sitelinks are listing formats in search engine result pages that show your site’s main page along with other internal links.

Schema Sitelinks

Sitelinks increase the navigability of your site. It is also a huge advantage to SEO. It also increases your brand reputation and helps you dominate search engine result pages.

  • Improve Site Crawling

The goal of site crawling is to index the content of a site in order to return it in search engine results. The better your site structure is, the easier crawlers can access your site and index the content. With a better site structure, crawlers will have an easier time accessing, crawling, indexing and returning the pages of your site.

Steps to Creating a Site structure

  1. Plan out a hierarchy before you develop your website

A hierarchy is a way to organize your site information in a way that is simple and makes sense. Your hierarchy forms your navigation and your sites URL structure. Tools like spreadsheet (Excel, Google Sheets), OmniGraffle, Visio and whiteboard can be used to design your site hierarchy. A site hierarchy should look like…

Website Hierarchy

When adding features to your hierarchy, you need to:

  • Make the hierarchy logical. You should aim for simplicity for your own sake and the sake of users.
  • Make the number of main categories between two and seven. If you have more categories, you can rethink of paring it down,
  • Try to balance the number of subcategories that each category has.
  1. URL structure should follow hierarchy navigation

This is the second step in creating a site structure that leads to successful SEO campaigns. Your site URL should follow your hierarchy. For instance, if your hierarchy looks like this…

Website Structure Template

Your URL structure “Bathroom” services should look like this…

  1. Create a header that lists main navigation pages

Your site top header should list the main pages. Addition of other menu elements can become distracting and unnecessary. From your main categories, you can provide text links with the appropriate anchors for subcategories. If your site structure setup is not ideal, don’t move pages around yourself. Consult with a SEO professional. They can make the old pages redirect to the new page. Now that you have your site structure set up, let’s get down to optimizing your web pages for search engines and users.

On-page SEO (sometimes referred to as “on-site SEO”) is the practice of optimizing your home improvement webpage content for search engines and users. On-page SEO practices include optimizing your content, title tags, internal links and URLs.

Optimizing Your Title Tags

  • Use Title Tag Modifiers

Title tags help a lot with your rankings. Title tags give search engines more information about what your page is about. You should use your target keywords in your page’s title tags. Adding Title Tag Modifiers such as “best”, “affordable”, “review”, “top” to your title tags can help improve your ranking for long tail versions of your keywords.

For example, let’s say your target keyword is “dining room designs”. You may want to add a word or two that people might include in their search. So, your title tag can be like…

  • Best Dining Room Design Ideas for 2020
  • Top Dining Room Designs Idea
  • Modern Dining Room Decorating Designs
  • Best Wooden Dining Designs

With title tag modifiers, your page can show up for more long tail searches.

  • Use Attention Grabbing Words

Including words that move a person to hit your website’s link in search results can help boost click through rate (CTR). Optimizing your page for these words can help increase CTR which equals more clicks and more sales. More importantly, optimize your website page title and meta description as that’s what the user sees in the search results.

Page Title and Meta Description

There are many words that draw a person’s attention to your page result. Examples include…

  • Guarantee
  • Quality Service

For example, your title can be “Quality Home Renovation Services in Edmonton, Alberta”. Including these words in your title tags and metadata description will increase your clicks which equals more prospective customers. You should write your meta description. Include your target keyword once in your description. This boosts your site click through rate.

Optimize Web Content

Optimizing your page content might be the hardest part to do. You have to write quality content that is unique. Contents you create should not be a duplicate of what is already out there.

When creating your content, ensure your content is valuable and relevant to the website visitors. Adding images, screenshots, and easy steps make it easy for your content to be followed through for any process. Your content also must satisfy search intents.

Your page should contain the exact thing a Google (or other search engines) user wants. However, you should keep in mind that your content must convert, since your end goal is to get more high-quality leads for your home renovation business. To have a great On-page SEO strategy that converts, you need to do the following.

  1. Write longer more relevant content

Longer content tends to rank higher in search engine result pages, but this isn’t always the case. The more quality content you produce, the better Google can understand what your page is about. It also gives you the opportunity to slot in your keywords without keyword stuffing.

  1. Use your Keywords a reasonable amount of times

After writing your content, ensure you use your target keyword between 3 – 5 times in the content. It can be more sometimes, or less. To sort this out, if your domain name matches your exact keyword (an Exact Match Domain – EMD), you must be very careful as to how many times your keyword appears on the page. Another way of determining how many times the keyword appears is to visit the top 3 websites that appear for that keyword when you search for it, use your inbuilt browser “Find” tool and see how many times the keyword appears on those websites, find he average and use it on yours. Yet another way is to use a tool called Surfer SEO, it can help you do all what I just mentioned automatically.

Including your target keyword in your content is to ensure Google and other search engines understand what your page is about. For instance, if you are writing about “Metal Roof Repair”, you should ensure you use the exact phrase in your content at least 2 times.

It is recommended that you place one of your keywords within the first 100 words of your content.

  1. Make use of LSI Keywords

Latent Semantic Index (LSI) keywords are words and phrases that Google and other search engines see as semantically related to a keyword. LSI keywords are closely related to your main keyword. For example, if you are optimizing your page for “bedroom designs”. LSI terms closely related to that keyword are…

  • Bedroom décor
  • Bedroom decoration
  • Bedroom interior designs
  • Ultra-modern bedroom designs

To find LSI keywords for your home improvement site, you can use…

LSI Graph

LSI Graph

LSI Graph is a tool used to generate profitable semantically keywords for your SEO. To get the semantically related keywords for your target keyword, enter the keyword into the search field. For instance, if you search for “home renovation” … The tool will generate related terms. You can check through the list of the generated keywords and pick the terms related to your search.

LSI Search Bar

Google Keyword Planner

Enter your target keyword into Google Keyword Planner. From the list of keywords suggested to you, pick the ones related to your targeted keyword. When using LSI keywords, input them randomly into your content. Make sure the keywords are used naturally.

Use Keywords in URLs

Short URLs tend to rank higher in Google’s result pages than long URLs. When constructing your URLs, you want to make your URLs are keyword rich and concise. By doing that you can improve your rankings. For instance, for your bathroom service pages, you want to include your target keyword for that service.


Technical SEO is the process of ensuring that a website meets the technical requirement of search engines with the aim to improve organic rankings. For your site to be fully optimized for technical SEO, your site needs to be…

  • Secure,
  • Mobile Friendly (Responsive),
  • Free of duplicate content,
  • Optimized website speed (fast load time),

… and many more. The first step to improve your technical SEO is to know where you stand by performing a site audit.

How To Run A Technical SEO Audit

To run a technical SEO audit, tools that you can use include:

  • Screaming Frog
  • Sitebulb
  • Raven Tools
  • SEMRush
  • Ahrefs

For this guide, we are going to use SEMRush.

To use SEMRush for your SEO site audit:

  • Click on Projects and from the drop-down list, click on Site Audit.
  • Type in your domain address and start the audit.
  • Scan the report generated by the tool for issues.

SemRush Site Audit

Common issues found by site audit include:

  • Problems with title or description tags
  • Duplicate or thin content
  • Broken links

How to Fix These Common Technical SEO Issues

  • Duplicate Content:

Duplicate content is a common SEO issue. But with some changing, duplicate content can be an issue of the past. The common cause of duplicate content is if you have snippets of text that appear on multiple pages on your website or external websites. It is possible to have the same content for some services. But when the contents get to be 100 words and above, it is seen as duplicate contents by Google and other search engines.

To fix this, the first option is to no index pages that don’t bring in traffic but are causing duplicate issues. Next is to get a writer to cook up some unique content for the pages indicating duplicate content issues. By replacing the duplicate content, you solve the problem.

  • Thin Content

Thin content is another common SEO issue. This often occurs as a result of little to no content on a web page or the content of the web page serves little to no purpose to users.

  • Page Speed

Improving your page speed is a way to improve your SEO rankings. About 50.7% of remodeling keywords are made on mobile devices. To improve your ranking, you need to optimize your site for improving the site loading speed. To do this, you need to

  • Reduce web page size (by reducing image sizes and applying lazy load to the images, compressing CSS and JS Codes)
  • Test load times with and without a CDN
  • Eliminate 3rd party scripts

For a home improvement site, chances are that photographs used are taken by a pro camera. When it comes to site speed, you need to compress images and resize them in order to improve the sites load speed.

Content marketing helps you to get targeted traffic, which can equal more sales. To use your content to improve your traffic, you need to…

Know Your Target Customers

Knowing more about your target customers gives you an insight into their thoughts and desires. It is not possible to hang out with your customers in real life to know more about them.

What then do you do?

You have to visit where they visit. Joining online forums and groups is a very easy way of knowing more about your target customers. For instance, if your target audience is around home renovation, you can check out Houzz remodeling community.

Houzz Listing

Learn the language customers use

Next after finding your target audience is to learn the common terms and phrases that describe their problems. You will want to keep an eye on phrases that represent keywords your target customers use when they are not buying any product. Check through the comment section to know the terms they use. These terms form great keywords to make contents around.

Houzz Customer Terms

Create great content around that keyword

The next thing to do? Create a piece of content around the terms you identified. When you consistently publish contents on your website that solve the problems of your customers, you get more traffic. Links, traffic and social media shares can help boost your search engine ranking.

Link building is the practice of building backlinks to a website, with the aim of improving search engine visibility. Backlinks are like votes from other websites validating your website’s credibility. Before diving into the steps of building links to your home improvement site, let’s check what makes a good or bad link.

First things first, run a competitor analysis to see what links your competitors have using a tool like SemRush and Ahrefs. Once you find those links, sieve through them to see which you can get and start getting them. Once that’s done, proceed to other methods below.

Backlink Analysis

How to identify links that are worth building

Since link buildings’ focus is to improve your search engine rankings, it is important you build the right links.

  1. Domain Authority, Referring Domains and Traffic

The quality of a link is determined by the domain authority and the number of referring domains it has. A link from will produce more impact on your site ranking than a link from Although these links are hard to get, they are worth the effort. You can make use of Ahrefs to check the Domain Rating and RDs for a site by entering any URL from the site.

  1. Site Relevance

It is important to get a link from a site with high domain authority. But the site’s relevance also matters. For every link you get, you want to get links from authoritative sites that are related to your site. For instance, getting a link from an authoritative website about diet to your home renovation site will not count as well as a link from another home improvement website with good RDs.

  1. Link Position

Your link position is important. Is the link embedded amidst a piece of content or it is in the footer page?

Links in the middle of a page’s body content worth more than a link buried away in the footer. You want your link to appear in the main body of a webpage. Now that you can identify links that you should build, let’s learn how you can get amazing links.

Local Guest Blogging:

Guest blogging is still an amazing way to build high-quality links. Try to ensure what you actually guest blog about provides value, like I said earlier, people share what they find useful and who knows, you might get a customer from providing value to your Community. So how do you find local websites to offer guest posts on:

Google things like

  • [location] intitle:”write for us”
  • [location] intitle:”write for me”
  • [location] ”write for us”
  • [location] ”guest post”

Don’t change anything else when making the search except where it says location, change that to your city or where ever you service. Here are some websites local home improvement businesses can guest blog on: Linkio

How To Get Quality Links Through Content

Content is the key to great backlinks. Yet, simply publishing content won’t land you any links. There are 4 major types of contents that tend to generate the most backlinks. These are…

1. Visuals

Visuals include images, infographics, charts and other visual-oriented contents. When you publish visual contents, you get a link anytime someone shares that image on their site. The sad truth is that text-based contents don’t have this kind of “share and link” kind of relationship.

2. Original Research/ Data

Contents that give new data based on research results generate high links. When someone shares your statistics and data, they link back to you. Create amazing local guides that’ll genuinely help your community. People share what they find useful.

3. List Post

List posts could be a numbered list of just anything, ranging from techniques to reasons, to top things.

4. In-depth Guide

Creating comprehensive resources that covers everything to be known about a given topic is an assured way of generating links. Guide contents contain a huge amount of information, which makes it a go-to for that topic.

Building Powerful Links Through Emails

You can build powerful links through email outreach.

How to go about it?

  1. Find people that are likely to link to your content
  2. Find their email address

You can make use of to get the email address.

Send them a personalized script.

Before diving a little bit more in-depth into talking about Google My Business Creation and Optimization strategies, I’d like to talk about Schema. A schema is a cognitive framework or concept that helps organize and interpret information. Having the right Schema in place helps Google bots understand what each page on your website is all about.

You’ll need a schema that is custom to home remodeling, and it should have your mobile number, address, GMB link, Social profiles and some other important details in there. This helps tie all your local properties together. Need to know more about Schema Specific to home improvement companies? You can head here to satisfy your curiosity:

Schema can get quite confusing to make from scratch, so head on here to Web 20 Rankers Local SEO Schema Tool and fill in all your business details (as it appears on your Google my business listing and Local citations, read on to understand all these terms I’m using here): Local Schema Generator

To use this tool:

  • Head on to the link above
  • Click the drop down and select local business
  • Under select local business type, find your business type (which is the ”HomeAndConstructionBusiness”)
  • Next fill in your business name
  • In the URL section, enter your website address
  • If you’ve setup social profiles (e.g. Facebook, twitter etc), get their URLs and click sameAs and continue to add till you’ve got nothing else to add.
  • Add your business logo URL. To do this just right click on your website logo on your website and click copy image address and paste it in there
  • For image, just get a good image depicting your business from your website, use the method above to get the image address (URL) too
  • Description is where you fill your company description
  • The rest is self-explanatory except the longitude and latitude. To find this, just head on to your Google my business listing, it’ll be displayed in the URL bar. The part highlighted in pink is the Latitude and Longitude:,-97.466279,9z/data=!4m5!3m4!1s0x0:0xb2cc6d928778bc9f!8m2!3d35.4230954!4d-97.466279

Schema Code

Once you’re done setting it all up, copy the code generated here and go to to test if the code is clean and works just fine. Ensure the Name, Address and Phone Number are correct.

To do this:

  • Just head onto the URL above
  • Once it loads it’ll ask you to paste in a code snippet or Fetch URL,
  • Choose code snippet since that’s what you’ve
  • Then submit it. It’ll process a bit and spit out a result if you don’t see any error, you’re good to go, if you see any error, you would need to fix it. You can fix it by Googling the error, those who are conversant with Schema can fix those errors without much problems.
  • Once complete put this code in your website’s header (or footer) any is fine. I typically put mine in the header since I believe the bot crawls from top to bottom, so it gets to see schema as one of the first items, but the footer also works fine too.

Structured Data Testing Tool

Structured Data Testing Tool

Well, that’s all settled, now let’s proceed into working on the GMB, what you’ve been secretly waiting to get to (or maybe not lol). When it comes to local SEO, which is the service most home improvement companies need, since they service a local community, a Google My Business (GMB) Listing is a must, as it serves as a major corner stone for local businesses.

Here’s what the 3-pack (or snack pack) looks like for the search “coffee shop near me”:

Home remodeling GMB Results

What on Earth is the snack pack or 3-pack (common among SEOs):

Google Snack Pack is a boxed area that appears on the first results page when a local online search is made through Google’s search engine. The Snack Pack box displays the top 3 local business listings most relevant to the search enquiry. (Source). According to one study, 33% of clicks go to the local “snack pack” results, with 40% going to the regular organic results.

Key takeaway: it pays to rank in both, which is where local SEO comes in.

google my business optimization optimized vs unoptimized labeled

Image Source: Wordstream

So why should you consider getting one for your business?

  • These listings typically appear above Organic search results and tend to carry more weight, especially for local SEO.
  • You can get reviews on your profile which stands as a strong social proof and trust signal to prospective customers
  • You can get a lot more calls by having a GMB listing ranked in the 3-pack (The top 3 listings that are displayed when customers search for your services).
  • You can get a free website when you’ve a GMB listing verified and setup

When it comes to ranking GMBs, Google has put a proximity filter in place, which means your GMB visibility is limited to certain area radius, can that be broken, well yes, but not completely and It takes a whole lot of work to accomplish that. The purpose of this filter is to get customers the closest business to them as possible, so the closest business to a searcher typically tends to come up first in the 3-pack before businesses further out from where the searcher is located.

GMB Step by Step Ranking Guide:

I’m not going to be overly detailed here as this guide is already a lengthy one. I’ll try to be concisely broad.

  • Complete every section of your Google my business account. Fill up every detail that you can, in summary don’t leave any stone unturned or in this case any field blank. Here’s a great resource to fully optimize your GMB listing.
  • Be very accurate with contact information. Try not to change it across any platform if you can. In summary your GMB address and other contact details should be the same on your website, Apple, Bing and Yahoo maps as well as local citations. If you service diff cities or towns and have GMBs there, create separate pages having accurate information on those pages and add those pages as the corresponding website pages in your GMB website URL section. Slightly confusing?

Let’s take an example to simplify things: Joe owns a plumbing website: Joe the plumber serves Jacksonville and Gainesville in Florida, 2 different cities in the same state. Joe would need to create 2 different service pages, one for Jacksonville and the other for Gainesville.

When Joe decides to create 2 different GMBs for these 2 locations, he won’t just put as his website address for both GMBs rather he would put: for the Jacksonville GMB as the website address and as the website address for the Gainesville GMB.

But why? Because these pages would have different information that corresponds to that location and would fit in just fine with Google bots understanding what the service and location of the page is all about and attribute it to the GMBs respectively.

  • Select primary and secondary categories. If you search for your keyword e.g. home remodeling New York, the primary category you should select should be the one your competitors have in place, unless your business is different from that, which I doubt. The phrase underlined in pink is the main category for the businesses listed in that location. For secondary categories, use this tool, it’ll show you categories strongly related to yours: Pleper


Image Source: Ahrefs

  • Upload at least 5 pictures for good measure and try to upload new pictures weekly
  • Upload videos if available
  • Upload your Logo and cover photo
  • Setup and Optimize the free google website attached to your GMB account.
  • Answer common questions your customers ask you on your GMB, if no one has asked a question, you ask it and then provide an answer.
  • Begin posting, once every 2 – 3 days is fine
  • Download the GMB App and enable messaging so customers can send you messages directly to your GMB.
  • Ask your customers to leave you reviews and ensure to respond to those reviews, even if some of them are negative. By responding to negative reviews, customers can see how you’d treat them if it doesn’t work out, and most would consider if you won’t come at them like a dog running after a bone thief.

Pro Tip: Tell them to mention what service you offered to them in their review if possible, this helps get your keywords into the review section

  • Claim your Apple, Bing, MapQuest and yahoo maps listings
  • Setup your Yelp profile
  • Embed your Google map in your website footer if you’re serving a single location like the whole of Jacksonville for example. If you service multiple cities, do not do that, only embed your GMB map on the respective city location page.

To embed a your GMB Map:

  • Go to your GMB listing Page
  • Once it’s loaded, to the right of the listing, the fifth icon which says share, click on it

Map Share Button

  • Select the tab that says Embed
  • Copy that code and put it on your website based on the info above. Your map should be embedded now.

Embed GMB Listing

  • Get other local citations done. A local citation is a mention of your NAP (Name, Address and Phone Number) on a directory listing. It’s typically called local citation, because a lot of these directories have a section local to your location where they only display businesses specific to that location. Sample local citations include: Yelp, Manta, Foursquare etc. This helps put some local relevance in the links going to your website.

Pro Tip: Use the Address from your GMB to create the local citations

  • Submit your business information to data aggregators. A data aggregator Is a large source of information where other websites can access your contact information and some automatically use that to create profiles for your business online, hence you want the info here to be correct. By submitting to a data aggregator, you know when other websites come to pick up your info it’ll be correct, and if Google comes crawling by (which they would), they see the correct info too. Some Data Aggregators are: Infogroup/InfoUSA, Factual, Acxiom, Thomson local and Neustar Localeze
  • Add geo relevance to your website by speaking about your location. For example, talk about the top parks to visit in your location, an international airport in your location (if available), top schools, Zoos, Aquariums, top shopping malls and the sorts. Embed maps of these locations in your articles too. But Daniel! There are too many places to talk about, how do I know the best to pick? Why don’t we let Google tell us what’s best?

To do this:

  • Head on to Google and type in “Top 10 things to do in [location]”
  • You should see a result like the one below:
  • Click on more sights, then you’ll see what Google consider the top places in [location] according to user review stats. There, you can pick 5 – 10 to talk about!

Top 10 things to do in dallas

Geo location content

  • Get local websites to link back to you. You can get this from some establishments by becoming a sponsor or contacting local bloggers. More difficult to get than normal links, but definitely worth it.

Well that’s it! I genuinely hope this helps your business grow more, follow this guide and you’ll definitely see some decent improvements in your rankings.

Home Remodeling SEO Company

Aziel Digital is an elite digital marketing agency focused on getting customers results with proven, constantly updated SEO and digital marketing strategies to ensure their clients remain on top. Been burned by other SEO agencies before? Or you’re a new business in need of SEO services for your home remodeling business? Or an established business seeking more growth? Got questions or need help with SEO for your Home Improvement business? Schedule a quick consultation with us today and find out what we’ve in store for you!

Begin Your Success Story Today

Lets help grow your business.