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Regardless of a contractor’s trade, its website is meant to drive consumers to purchase from the business. If a company’s website is suffering from low traffic and consumer visibility, so will its business. How does a company change this? Most contractors know how to provide the service, but not how to generate traffic for their websites.

First, let’s get a key term out of the way: What is a keyword?

When consumers are looking for a product or service, they type in a certain phrase or word into the search engine. This is referred to as a keyword, and it’s what leads the consumer to a website. For example, someone might type in “plumbing Toronto,” or “cheap plumbing Toronto.”

These two keyword strings likely would generate different results, but ultimately, business owners want their business to show up for any number of keyword combinations. By including these keywords on website pages or on page headings, the chances increase of the business surfacing when these keywords are searched.

Following are tips you should follow to improve a business’ rankings and visibility on the web.


Before beginning to identify keywords or working on website content, business owners need to figure out exactly what their purpose is. Who’s the company’s target audience, and what specific product or service is the company selling to them. What separates the business from others? Perhaps it specializes in a certain aspects of construction or provides products no other company does.

Identifying all of these factors will help business owners figure out which are the best keywords to use, helping them build a comprehensive marketing strategy with a strong center of focus.

For example, if the company is one of the only plumbers in downtown Toronto that operates on Venetian sinks, it should use this to its advantage. There are consumers out there looking for everything, and this is a great opportunity to bring them to your website.


Now that the scope and purpose of your business is determined, it’s time to pinpoint the target audience. What scale of audience member is the company marketing to? If the company is an electrical contractor, will it be marketing to consumers looking for a quick electric fix? Or perhaps consumers looking for an electrician for a new building? The marketing methods needed for either of these is vastly different, and it’s best not to waste valuable time and resources figuring this out slowly.

Contractors that know their consumer’s preferences can alter your keywords to suit their needs. Cheap versus expensive, quick versus fast, and so on; these make for big differences, and in marketing there’s no room for error.


Identifying the target audience also means identifying their location, as this will be hugely beneficial when generating local business data. By narrowing down the area in which the company operating, it have a higher chance of being noticed by consumers in that area. For example, if it operates out of Toronto, the keywords should be tied into Toronto (“electrician Toronto” or “electric repair Toronto”). Using keywords like “electric repair Canada” is simply too broad, and actually decreases the chance of the business being visible.


Just knowing which keywords to use is not enough. Keywords need to be strategically placed across a company’s website to maximize their effectiveness. By placing them throughout the website content, in page headers or even on a blog, their visibility increases. Companies also should be implementing keywords throughout their social media profile and all local listings. The higher the social media and local presence, the greater the chance of consumers finding the website.

Constantly review your keywords, and see where they can be improved. Synonyms are extremely helpful in keyword strategies, as is playing with word combinations. Anything a company can do to maximize keyword effectiveness is beneficial to its website.

Finally, choosing misleading keywords is a huge mistake. Not only will misleading keywords get Google to lower the website’s ratings, but they also will significantly damage the company’s customer reputation. Bring consumers to your website the honest way, and don’t use keywords that are irrelevant to your business.

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