SEO stands for Search Engine Optimization—the practice of making your website show up higher in Google search results. Agencies sell "SEO packages" promising to boost your rankings and bring in more customers.
Let's be blunt: most SEO services sold to local contractors are overpriced, under-delivered, and based on outdated tactics.
We're not saying SEO doesn't matter. We're saying the version being sold to you—monthly packages full of vague promises—doesn't match reality.
The Uncomfortable Truth
What Happens When Someone Searches "Electrician Near Me"
Understanding this is key to understanding why most "SEO work" is irrelevant for contractors.
The search results page, from top to bottom:
Paid Ads (Google Ads)
The top 2-4 results marked "Sponsored." You pay to be here. No SEO involved—just money.
The Map Pack (Google Business Profile)
3 local businesses with a map. This is where most clicks go. Driven by reviews, proximity, and GBP optimization—not website SEO. Learn more about why your GBP matters so much →
Organic Results (Website Listings)
Traditional website search results. Most people never scroll this far. This is what "SEO" services focus on.
See the problem? The thing SEO agencies focus on (organic rankings) is the third thing people see. The Map Pack is where the action is—and that's driven by your Google Business Profile and reviews, not your website's keyword density.
What That $500/Month "SEO Package" Actually Gets You
We've seen these contracts. Here's the translation:
| What They Promise | What They Actually Do |
|---|---|
| "Ongoing optimization" | Tweak a title tag once |
| "Content creation" | Auto-generate one GBP post |
| "Link building" | Submit to spam directories (can actually hurt you) |
| "Technical audits" | Run a free tool, send you the report |
| "Keyword monitoring" | Check a rank tracker once (nothing actionable) |
| "Monthly reporting" | Auto-generated PDF full of vanity metrics |
The Math Doesn't Work
Red Flags to Watch For
No one can guarantee this. Google decides rankings, not agencies.
For local contractors? Almost zero ROI. Your customers aren't reading blog posts.
Most are spam. Mass directory submissions can actually hurt your rankings.
If they're buying links, you'll eventually get penalized by Google.
Usually just Google Analytics with a different skin. You can see this yourself for free.
Convenient excuse to keep billing you while delivering nothing.
What Actually Brings in Customers
We're not saying marketing doesn't matter. We're saying the priorities are different than what most agencies push.
Reviews (Especially the First 10-50)
Reviews are the single biggest factor in Map Pack rankings that you can actually control. Not your website. Not keywords. Reviews.
The math:
- • Going from 10 to 50 reviews = massive impact
- • Going from 50 to 100 = still meaningful
- • Going from 100 to 500 = diminishing returns
If you're under 50 reviews, that's your #1 priority. Not SEO. Reviews.
Your Google Business Profile
The Map Pack is driven by your GBP listing, not your website. Categories, description, photos, posts—this is where to focus.
Paid Ads (If You Need Leads Now)
Google Ads put you at the very top of search results. It's not "free" like organic traffic, but it's honest: you pay, you appear. No mystery.
For contractors who need leads now—not in 6-12 months—ads are often the right answer. Just know what you're paying for.
Read our comparison of Google vs. Yelp vs. Thumbtack and how to measure ROI →
Doing Good Work (Seriously)
Referrals still drive the majority of business for most contractors. No amount of SEO replaces showing up on time, doing quality work, and being easy to deal with. Happy customers leave reviews and tell their neighbors.
We analyzed what customers actually praise (and complain about) in reviews →
A Website That Actually Works
Before you worry about SEO, make sure your website loads fast, looks professional on a phone, and makes it easy to contact you. If someone clicks through from your GBP listing and sees a broken page or can't find your phone number, you've lost them. This is table stakes—not SEO magic.
What "works" actually means: mobile, speed, and the live chat question →
So What IS Website SEO Good For?
We're not saying websites don't matter. They do—just not in the way SEO agencies pitch it.
What Matters (Do Once)
- •Fast loading — Google ranks faster sites higher
- •Mobile-friendly — Most searches are on phones
- •HTTPS (SSL) — The padlock icon, required
- •Good title tags — "Seattle Electrician | ABC Electric"
- •Service pages with real content — Not just "We do X, call us"
What Doesn't Matter (Stop Paying For)
- •Monthly meta tag tweaks — Set once, done
- •Keyword density optimization — Outdated myth
- •Blog posts 3x/week — Your customers aren't reading them
- •Hundreds of directory submissions — Spam
- •"Ongoing optimization" — What are they actually doing?
Our Approach
Priority Order for Local Contractors
If you only have limited time and money to invest in your online presence, here's the order that makes sense:
| Priority | What | Why |
|---|---|---|
| 1 | Get more reviews | Biggest controllable ranking factor. Free. Ask every happy customer. |
| 2 | Optimize your GBP | Map Pack is where leads come from. Categories, photos, posts. |
| 3 | Have a real website | Fast, mobile-friendly, with service pages. Establishes credibility. |
| 4 | Consider Google Ads | If you need leads now and have budget. Clear ROI tracking. |
| 5 | Local directory listings | Yelp, BBB, industry-specific. Just a few quality ones. |
| 6+ | Blog content, backlink building, etc. | Nice to have, marginal returns. Only after 1-5 are solid. |
The Bottom Line
For local contractors, the path to more customers isn't mysterious. It's not hidden behind "SEO secrets" that require ongoing monthly payments.
Get reviews. Keep your Google Business Profile active. Have a website that's fast and looks professional. Consider ads if you need leads now.
That's it. No secrets. No ongoing mystery work. Just the stuff that actually matters—done right once, maintained consistently.