How to Measure SEO Performance & ROI for Contractors (ft. Patrick Scully)

Focus on local SEO: For contractors, local SEO is crucial for generating leads within their service radius, making it a primary driver for new business outside of referrals and paid ads.

Prioritize user experience: Create a website that is valuable, trustworthy, and engaging for your target audience; Google's algorithm rewards sites that users want to stay on and return to.

Demand transparency: Be wary of SEO companies that use buzzwords, promise guaranteed rankings, or keep their methods secret. A good agency will be upfront about their legitimate tactics and report on meaningful metrics.

Understand key metrics: While impressions and clicks are important, ensure your SEO agency also reports on macro successes like leads, conversions, and rankings for 'money keywords' that indicate purchase intent.

Own your SEO data: Take ownership of your Google Business Profile, Google Analytics, and Google Search Console accounts. This ensures you have access to your historical data and insights, regardless of changes in your marketing partnerships.

Quality over quantity in content: Avoid agencies that promise many low-quality pages or blog posts. Focus on creating fewer, high-quality, informative pages with internal linking, images, and a clear purpose to genuinely help users and Google understand your content.

Build website authority: Encourage your SEO agency to focus on building your website's authority through quality backlinks from relevant and reputable sites. This 'digital vote' from other sites helps Google trust and rank your content higher.