9 SEO Mistakes Contractors Make and How to Fix Them

Nov 28, 2023

- by Kester Browne

In today's digital age, Search Engine Optimization (SEO) is a crucial process for businesses to thrive online in Maryland. 

However, navigating the complexities of SEO can be challenging, especially for general contractors. 

This post highlights common SEO mistakes that general contractors often make. 

More importantly, it will give you practical solutions to boost your online presence, attract more local customers, and grow your business. 

Whether you're new to SEO or looking to refine your strategy, this guide is here to help general contractors win.

Mistake #1: Not Optimizing for Local Search

Not Optimizing for Local Search is a critical oversight for contractors aiming to establish a strong online presence. 

Local search optimization (local SEO) involves tailoring your SEO strategy to rank higher in search results for a specific geographic location like Waldorf, Bowie, Annapolis, or Rockville. 

For general contractors in Maryland, neglecting this local SEO means losing out to competitors who are more visible to customers searching online.

Why It's a Mistake:

• You're Invisible in Local Search Results: Without local optimization, your business might not appear in search results when potential customers in your area are looking for your services.
• You Miss Local Opportunities: Many consumers prefer supporting local businesses. If your business doesn't appear in local searches, you miss the chance to connect with these community-minded individuals.

Impact on your business:

For general contractors in Maryland, local search optimization is crucial for tapping into the regional market. 

Whether you're a pool builder in Baltimore, do kitchen and bathroom remodeling in Annapolis, or an electrician in Bethesda, being visible in local searches is critical to attracting nearby customers and building a loyal customer base.

How to Fix It:

1. Claim Your Google My Business Listing: Ensure you have a Google My Business (GMB) listing that is fully optimized with accurate and detailed information about your business.
2. Incorporate Local Keywords: Use local keywords in your website content, including city, neighborhood, or region. For instance, "general contractor in Silver Spring" or "electrician in Waldorf, MD."
3. Encourage Customer Reviews: Ask satisfied customers to leave online reviews on your GMB listing. Positive reviews can boost your visibility in local search results.
4. Optimize for 'City' Searches: Include city and states in your URLs. For example, "electrician-in-waldorf-md," or "pool-builder-annapolis-md." Google searches by location first and returns results relevant to the location.
5. Use Local Business Schema: Implement structured data (schema markup) on your website to help search engines understand your business's local relevance.
6. Engage in Local Community Events: Participate in or sponsor local events and activities. This can lead to mentions and links from local organizations' websites, boosting local SEO.
7. Create Local Content: Publish blog posts or articles about local news, events, or activities relevant to your business and community.

Mistake #2: Overlooking Mobile Optimization

Overlooking Mobile Optimization is a critical error in today's digitally driven world. 

With increasing numbers of consumers using smartphones to search for products and services, a mobile-friendly website is no longer a luxury but a necessity. 

For Maryland businesses, failing to optimize for mobile can result in a significant loss of potential customers.

Why It's a Mistake:

• Poor User Experience: Websites not optimized for mobile devices often have formatting issues, slow loading times, and navigation difficulties, leading to a frustrating user experience.
• Decreased Search Rankings: Search engines like Google prioritize mobile-friendly websites in their rankings. Not being optimized for mobile can lower your site's visibility in search results.

Impact on Businesses:

Mobile optimization can be the differentiator that gives your business an edge over your competitors.

With many customers searching for services "on the go," a mobile-optimized site is essential for capturing this audience.

How to Fix It:

1. Responsive Web Design: Ensure your website uses a responsive design that automatically adjusts content to fit the screen size of the device being used.
2. Improve Loading Speed: Optimize your website's loading time for mobile devices. This can involve compressing images, leveraging browser caching, and minimizing code.
3. Simplify Navigation: Design your mobile site with a clear, simple navigation structure. Large, easy-to-tap buttons are more user-friendly for mobile users.
4. Test Your Site on Mobile Devices: Regularly test your website on various mobile devices to ensure compatibility and a smooth user experience.
5. Use Mobile-Friendly Plugins and Themes: If you're using a content management system like WordPress, ensure that your theme and plugins are optimized for mobile use.

Mistake #3: Neglecting Website Speed

Neglecting Website Speed is a crucial oversight that has a negative affect on user experience and SEO performance.

In 2023, users expect quick and responsive websites. For general contractors, a slow website can lead to high bounce rates, lost traffic, and decreased conversions.

Why It's a Mistake:

• User Impatience: Modern internet users have a low tolerance for slow-loading websites. Even a few extra seconds can make the difference between a visitor staying on your site or leaving.
• SEO Ranking Factor: Search engines, including Google, consider page speed a ranking factor. Slower websites are likely to appear lower in search results.

Impact on Businesses:

For contractors in Maryland, a fast-loading website can be a significant competitive advantage. Whether it's an electrician in Waldorf, a home remodeler in Bowie, or a roofer in Baltimore, a quick and efficient online experience servers as a positive reflection on your brand and can help convert visitors into customers.

How to Fix It:

1. Optimize Images: Large image files can drastically slow down your website. Use image compression tools to reduce file sizes without losing quality.
2. Minimize HTTP Requests: Reduce the number of elements (like scripts, images, and CSS files) on your web pages to decrease the number of HTTP requests required to render a page.
3. Use a Content Delivery Network (CDN): CDNs distribute your content across multiple servers around the world, reducing the distance between the server and the user, which can significantly improve loading times.
4. Optimize Your Hosting Solution: Ensure your hosting plan is adequate for your website's size and traffic volume. Sometimes, upgrading your hosting can improve website speed.
5. Leverage Browser Caching: Set up your website so that frequently accessed elements are stored in the user's browser cache. This reduces loading times for repeat visitors.
6. Minify and Combine Files: Minify CSS, JavaScript, and HTML by removing unnecessary characters. Also, combine files where possible to reduce the number of requests.

Mistake #4: Not Utilizing Social Media

Not Utilizing Social Media is a significant missed opportunity in today's digital marketing landscape. While social media may not directly influence search engine rankings, its impact on brand visibility, reputation, and audience engagement is substantial. For Maryland businesses, overlooking the power of social media can mean missing out on a vital channel for connecting with customers and building brand awareness.

Why It's a Mistake:

• Limited Brand Exposure: Social media platforms are where a large segment of the audience spends a considerable amount of time. Not being active on these platforms can result in reduced brand visibility.
• Missed Engagement Opportunities: Social media allows businesses to engage with their audience in real-time, building relationships and loyalty. Neglecting this means missing out on building a strong customer base.

Impact on Maryland Businesses:

In a state like Maryland, where small and medium-sized businesses face stiff competition, social media offers a way to stand out and directly engage with the local community. It provides a platform to showcase products, share news, and interact with customers, enhancing the overall brand presence.

How to Fix It:

1. Choose the Right Platforms: Identify which social media platforms are most popular with your target audience. Focus on these platforms for your social media activities.
2. Regular Posting: Maintain a consistent posting schedule to keep your audience engaged and informed about your business.
3. Engage with Your Audience: Respond to comments, messages, and reviews. Engaging with your audience builds trust and encourages loyalty.
4. Use Local Hashtags: Incorporate local hashtags relevant to Maryland to increase the visibility of your posts to a local audience.
5. Promote Your Content: Share your website content on social media to drive traffic back to your site. This includes blog posts, promotions, and new product or service announcements.
6. Leverage User-Generated Content: Encourage customers to share their experiences with your business on social media, which can act as social proof and attract new customers.
7. Monitor Social Media Metrics: Track your social media performance and adjust your strategy based on what works best for your audience and objectives.

Mistake #5: Missing Out on Meta Descriptions and Title Tags

Missing Out on Meta Descriptions and Title Tags is a crucial oversight in SEO that can impact a website's click-through rates and search engine rankings. Meta descriptions and title tags serve as a first impression for your content on search engine result pages. For businesses in Maryland, failing to optimize these elements can mean losing potential visitors to competitors.

Why It's a Mistake:

• Low Click-Through Rates: A lack of compelling title tags and meta descriptions can lead to lower click-through rates, as users might not find the search result engaging or relevant.
• Poor Search Rankings: Title tags are a significant ranking factor for search engines. Missing out on optimizing title tags can negatively impact your website's search rankings.

Impact on Businesses:

In a competitive market like Maryland's, every advantage counts. Well-crafted title tags and meta descriptions are essential for standing out in search results. They not only improve visibility but also encourage potential customers to choose your website over others.

How to Fix It:

1. Optimize Title Tags: Ensure every page on your website has a unique and descriptive title tag. Include primary keywords and keep it under 60 characters to prevent it from being cut off in search results.
2. Write Engaging Meta Descriptions: Create compelling meta descriptions for each page, summarizing the content and including a call to action. Aim for about 155 characters to ensure the entire description is displayed.
3. Incorporate Keywords: Use relevant keywords in both your title tags and meta descriptions, but avoid keyword stuffing. Ensure the usage is natural and appealing to the reader.
4. Reflect the Page Content: Make sure your title tags and meta descriptions accurately reflect the content of the page. Misleading descriptions can lead to high bounce rates.
5. Use Unique Tags for Each Page: Avoid using duplicate title tags and meta descriptions across multiple pages. Unique tags for each page help you better target different segments of your audience.
6. Test and Tweak: Regularly review the performance of your title tags and meta descriptions. Use tools like Google Search Console to see how they are performing and make adjustments as needed.

Mistake #6: Poor Keyword Research

Poor Keyword Research is a significant misstep in SEO strategy that can lead to missed opportunities for traffic and engagement. Keywords are the foundation of SEO; they help search engines understand the relevance of your content to user queries. Maryland businesses making this mistake may struggle to reach their target audience effectively.

Why It's a Mistake:

• Irrelevant Traffic: Without proper keyword research, you might attract visitors who are not interested in your products or services, leading to high bounce rates and low conversion.
• Missed Target Audience: Failing to use the right keywords means missing out on reaching your target audience, especially those looking for specific local services or products in Maryland.

Impact on Businesses:

For Maryland businesses, understanding and targeting local search trends and specific customer needs is crucial. Proper keyword research ensures that you're attracting not just more traffic but the right kind of traffic – potential customers in Maryland who are looking for exactly what you offer.

How to Fix It:

1. Understand Your Audience: Research and understand the language your target customers use when searching for your products or services. Consider the local lingo and regional terms specific to Maryland.
2. Use Keyword Research Tools: Utilize tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant keywords. Look for keywords with high search volume but moderate to low competition.
3. Analyze Competitors: Look at what keywords your competitors in Maryland are targeting. This can provide insights into what might work for your business.
4. Include Long-Tail Keywords: Incorporate long-tail keywords (specific, longer phrases) in your content. They're less competitive and often have a higher conversion rate.
5. Localize Your Keywords: Make sure to include location-based keywords relevant to Maryland and its specific regions or cities. For example, "boutique clothing store in Rockville" instead of just "boutique clothing store."
6. Regularly Update Your Keyword Strategy: Keyword trends can change, so it's essential to periodically review and update your keyword strategy to stay relevant and competitive.

Mistake #7: Overlooking Quality Content

Overlooking Quality Content is a significant misstep in SEO strategy, often leading to poor user engagement and diminished search engine rankings. Quality content is not just about using the right keywords; it's about providing value to your audience. For Maryland businesses, failing to focus on the quality of their content can result in missed opportunities to connect with and engage their target audience.

Why It's a Mistake:

• Low User Engagement: Content that lacks value, relevance, or readability can result in low engagement metrics, like high bounce rates and short dwell times.
• Low SEO Performance: Search engines prioritize content that is informative, well-written, and user-friendly. Poor-quality content is less likely to rank well in search results.

Impact on Maryland Businesses:

In Maryland's competitive landscape, businesses need to stand out not just through their services but also through their online content. High-quality content can position a company as an authority in its field, build trust with customers, and foster stronger customer relationships.

How to Fix It:

1. Understand Your Audience: Create content that addresses the needs, questions, and interests of your target audience in Maryland. This requires understanding your audience well and tailoring content to their preferences.
2. Provide Value: Ensure your content provides real value. This could be through informative blogs, how-to guides, industry insights, or local news relevant to your audience in Maryland.
3. Focus on Readability: Make your content easy to read and engaging. Use short paragraphs, bullet points, and subheadings. Incorporate multimedia elements like images and videos to enhance engagement.
4. Maintain Consistency: Regularly update your website with fresh content. A consistent content schedule keeps your audience engaged and helps with SEO.
5. Optimize for Keywords: While focusing on quality, don't forget to naturally integrate relevant keywords, especially those pertaining to your local area and industry in Maryland.
6. Check for Accuracy and Grammar: Ensure your content is factually accurate and free of grammatical errors. This enhances credibility and professionalism.
7. Encourage User Interaction: Invite readers to engage with your content through comments, shares, and feedback. This can increase user interaction and signal content quality to search engines.

Mistake #8: Ignoring Backlinks

Ignoring Backlinks is a critical oversight in SEO that can significantly hinder a website's authority and search rankings. Backlinks, or inbound links from other websites, are a vital signal to search engines about the credibility and relevance of your site. For Maryland businesses, neglecting the development of a strong backlink profile can lead to lower visibility in search results.

Why It's a Mistake:

• Reduced Website Authority: Without backlinks, search engines may perceive your website as less authoritative, affecting its ability to rank higher.
• Missed Referral Traffic: Backlinks not only boost SEO but also drive referral traffic from other websites, potentially leading to more customers.

Impact on Businesses:

In the competitive landscape of Maryland, having a robust backlink profile can set a business apart from its competitors. Quality backlinks from reputable, local sources can significantly enhance a business's online presence and credibility.

How to Fix It:

1. Create Shareable Content: Produce high-quality, informative content that others want to link to. This could include blog posts, infographics, research studies, or comprehensive guides relevant to your industry in Maryland.
2. Engage in Local Partnerships: Collaborate with other local businesses, organizations, or community groups in Maryland for cross-promotion and link-sharing opportunities.
3. Utilize Local Directories: List your business in reputable local directories and business associations in Maryland, which can provide valuable backlinks.
4. Guest Blogging: Write guest posts for relevant local or industry-specific websites. This not only provides a backlink but also helps in reaching a broader audience.
5. Monitor Competitors' Backlinks: Use tools like Ahrefs or SEMrush to monitor where your competitors are getting their backlinks from and explore similar opportunities.
6. Participate in Local Events: Get involved in local events, sponsorships, or community activities in Maryland. Often, these events have websites that link back to sponsors or participants.
7. Request Link Reclamation: If you find mentions of your business on other websites without a link, reach out and politely ask them to add a link to your site.

Mistake #9: Forgetting About Analytics

Forgetting About Analytics is a crucial oversight in any digital marketing strategy, especially in SEO. Analytics provide valuable insights into how well your website is performing, what your audience prefers, and where your plan may need adjustments. For Maryland businesses, neglecting to analyze and interpret this data can lead to missed opportunities for improvement and growth.

Why It's a Mistake:

• Lack of Measurable Insights: Without analytics, it's challenging to understand the impact of your SEO efforts and to identify areas that need improvement.
• Missed Optimization Opportunities: Analytics can reveal trends and patterns in user behavior, enabling businesses to optimize their website and content strategy more effectively.

Impact on Maryland Businesses:

For businesses in Maryland, competition can be intense. Analytics offer a way to stay ahead by providing real-time data on what works and what doesn't. This information is vital for refining SEO strategies, improving user experience, and ultimately driving more traffic and conversions.

How to Fix It:

1. Utilize Google Analytics: Implement Google Analytics on your website. It's a powerful tool that provides comprehensive data about your website traffic, user behavior, and much more.
2. Regularly Review Key Metrics: Track page views, bounce rate, session duration, and conversion rates. These metrics can provide insights into user engagement and content effectiveness.
3. Set Up Goals in Analytics: Define specific goals in your analytics platform to track conversions and other critical actions on your website.
4. Analyze Audience Demographics and Interests: Understand who your visitors are (age, gender, interests) and tailor your content and SEO strategy to meet their needs better.
5. Monitor Traffic Sources: Identify which channels (organic search, social media, referrals) drive the most traffic to your site, and focus your efforts on optimizing these channels.
6. Use Behavior Flow Reports: Explore how users navigate through your site. This can help identify any content or navigation issues that need addressing.
7. Adjust Based on Data: Use the insights gained from analytics to make informed decisions about your SEO and content strategy. Regularly updating your approach based on this data is critical to ongoing improvement.
8. Leverage SEO Analytics Tools: Besides Google Analytics, consider using SEO-specific tools like SEMrush, Ahrefs, or Moz for more detailed SEO analysis and insights.

Conclusion

Addressing these nine common mistakes — from local search optimization to adapting to SEO updates — is vital to improving your website's visibility and performance. 

Remember, SEO is a continuous process that requires regular attention and updates. 

By consistently refining your strategies and keeping up with the latest trends, your business can achieve better search rankings, attract more traffic, and secure a competitive edge in the Maryland market.

About the author

Kester is the Director of SEO at Bowie SEO. He has been doing SEO and digital marketing for more than 4 years. When not engulfed in SEO or building websites, you can find him with his family, riding his bike, or relaxing in front of his aquarium.

Other Interesting Posts

Back to blog →