SEO agency · Construction and renovation
SEO for construction and renovation contractors. Ready before your season starts.
When homeowners look for a roofer or a renovation contractor, they compare the businesses Google shows them on the map, then check their photos, their reviews and their licence before calling. Your SEO therefore plays out on your Google Business Profile and on pages that show your real jobs, where you do them. And it gets prepared before the season, not once the phone is already ringing.
- Your accounts and your content in your name
- Visits and inquiries measured, not just rankings
- One team for SEO and Google Ads
Our SEO experience goes back to 2013: more than 300 SEO campaigns (content, pages, link profile), including construction and renovation companies. Profile, technical work, content and links: the full scope of an engagement is described by our SEO agency for small businesses. For a contractor, everything starts with the calendar.
How does a homeowner look for a contractor on Google?
They run two kinds of searches. The first names the job and the city: “roof replacement Terrebonne”, “foundation crack repair Laval”. It leads to Google’s map and to service pages. The second comes earlier, when they want to understand before calling: “how much does a new roof cost”, “French drain or waterproofing”. It leads to pages that explain.
Check whether your site answers either one. A “Services” page that lists everything, or a photo gallery with no text, tells Google neither what you did nor where. What we see most often, across every industry, is pages optimized for words customers don’t search for. We do the opposite: one page for each type of job you want more of, with your real projects in a few lines (city, type of house, work done), then pages that answer the questions people ask before they call. You know better than anyone what makes the price of a project vary: explaining it draws those searches, and the customer arrives better prepared.
What they actually type
- roof replacement Terrebonne
- foundation crack repair Laval
- how much does a new roof cost
- French drain or waterproofing
Why should a contractor’s SEO be prepared in the off-season?
Demand for roofing, windows and exterior work follows the seasons. Our Google Ads benchmarks for Quebec measure it with Google Trends: roofing searches peak in April and May, then again in August. Kitchens are the exception: people plan them in winter. A Google Ads campaign follows this rhythm almost in real time: the budget goes up when your crews can deliver, then comes back down. SEO doesn’t. A new page has to be discovered, understood, then ranked by Google, and that wait can’t be ordered on demand.
So the pages that need to work in spring get published in the fall or winter. That’s when your crews have time to supply the photos and details of the summer’s jobs. Your profile, meanwhile, stays accurate all year: Google lets you show your seasonal hours as your regular hours.
Does your season start in a few weeks? A campaign will get there faster. See our pages on Google Ads for roofers and Google Ads for windows and doors: advertising fills the coming season, SEO prepares the ones after it.
Your Google Business Profile: which rules apply when you work at your customers’ homes?
Three Google Business Profile rules directly affect contractors; ignoring them puts your profile at risk of suspension.
| Google’s rule | What it means for you |
|---|---|
| A business that serves customers at their location should hide its address and set a service area. | Your address should stay hidden, and your service area shouldn’t extend beyond about two hours’ drive. A virtual office isn’t eligible. |
| Adding unnecessary information to the business name is prohibited. | “Toitures Rivelac | Roofer Laval North Shore” puts the profile at risk of suspension. Your real name, the one on your trucks and your invoices, is enough. |
| As few categories as possible, the most specific ones, never used as keywords. | One primary category that describes your actual trade beats ten related categories. |
Our guide to local SEO and your Google Business Profile covers every setting, from services to photos.
Source: Google Business Profile Help, guidelines for representing your business on Google
Your Google Business Profile
Do you need a page for every city you serve?
Not automatically. Google’s spam policies count as abuse the pages that target specific cities or regions and all funnel to the same place: doorway pages. Twenty “Roofer in [city]” pages with nearly identical text are the textbook example. They don’t help the homeowner, and they put your site at risk.
A city page makes sense when you have something specific to say: the jobs you’ve done in that city, the type of houses in the area, how long it takes you to get there. Otherwise, name your cities where they make sense: in your job pages, your project descriptions and the service area of your profile.
RBQ licence, reviews, photos: what reassures homeowners before they call?
The Régie du bâtiment du Québec requires your licence number to appear on your website and on your company’s social media, and even on your personal accounts if you present your services there, in the format “RBQ licence: XXXX-XXXX-XX”. Put it in the footer of every page, not just on the “About” page.
You can ask every customer to describe their real experience on your Google Business Profile. Google does, however, prohibit offering anything in return, such as a discount, and asking only satisfied customers. The end of the job, with a direct link to your profile, is often the right time.
Your photos are worth more than any stock image. A roof redone in Mascouche, with its caption, proves what you do and shows where you do it.
Sources: RBQ, displaying your licence; Google’s user-contributed content policy, fake engagement
How can you tell whether your SEO brings in contracts?
Compare each month with the same month last year, not with the month before. A March quieter than June says nothing about your SEO; a March stronger than last March does.
We track three sources, opened in your name from the start. Search Console that was never set up is, in fact, one of the gaps we find most often. Your profile’s performance report counts clicks on the call button, direction requests and clicks to your website; a click on “Call” isn’t yet an answered call, but the trend matters. Search Console shows the searches that make you appear. Google Analytics counts quote requests, page by page.
The last number comes from you: how many signed contracts started on Google. Ask “How did you find us?” on every call, and write down the answer.
What you see every month
- Search Consolethe searches that lead to your pages
- Google Analyticsvisits, forms and tracked calls
- Your teamthe inquiries that became contracts
Construction and renovation
Frequently asked questions.
The price of an engagement, how long it lasts, who owns your accounts: our SEO agency answers these questions.
Do quote platforms and contractor directories help my SEO?
A listing in a recognized directory can help: it confirms your name, your address and your phone number, and sometimes gives a link to your site. It replaces neither your website nor your Google Business Profile, where the demand is yours alone. We choose directories one by one, with no mass submissions.
Should I publish prices on my company’s website?
That’s your decision. A page that explains what makes the price of a project vary, such as the materials, access to the site or the condition of what’s already there, answers a question homeowners ask before they call. If you publish ranges, they have to stay accurate and up to date.
My site is mostly a photo gallery. Do I need to rebuild it?
Rarely. Mostly, it needs text: one page for each type of job, captions that say what and where, project descriptions. We work with the site you have. If it’s really holding back your SEO, we’ll tell you.
A competitor has far more reviews than I do. Is it a lost cause?
No. Reviews count, but Google also considers the distance between your business and the person searching, and how relevant your profile and your pages are. Relevance is something you can work on right now, while your reviews build up, job after job.
I have offices in two regions. Is one Google Business Profile enough?
If each office has its own staff and its own service area, Google lets you create a profile for each location. An address where no one works isn’t eligible. On your website, each office then deserves its own page, with the jobs from its region.
Let’s start with your season
Let’s talk about the jobs you want to do next year.
Bring the list of jobs you want more of, the cities where you want to do them and the time of year your crews are free. François will tell you where to start: your profile, your job pages or a campaign for the coming season. If SEO isn’t the right way to get there, he’ll tell you. The first conversation comes with no commitment.
