A Step-by-Step SEO Audit Framework Built for General Contractors

An SEO audit is not a report card. It's a diagnostic — designed to answer one question: why isn't this site ranking where it should be?

For general contractors, the answer almost always lives in one of four layers. Miss a layer and you'll fix symptoms while the root cause keeps dragging you down.

The Four Audit Layers

• Technical health: Can Google crawl, index, and render your pages correctly? Issues here — broken links, duplicate URLs, missing sitemaps, slow load times — prevent rankings regardless of how good your content is.
• On-page signals: Are your service pages telling Google what you do, where you do it, and for whom? Title tags, H1s, body content, and internal linking all factor in here.
• Local SEO signals: Is your Google Business Profile complete and optimized? Are your NAP (name, address, phone) citations consistent across directories? Does your site include geo-targeted service area pages?
• Authority and trust: Do other credible websites link to yours? Does your backlink profile look natural? Are there any toxic links pointing at the site that could be suppressing performance?

Each layer builds on the one before it. A site with strong content but technical crawl errors will underperform. A site with great local signals but zero authority will plateau. The audit tells you which layer is the current bottleneck.

One important note: an audit is not the same as a checklist. A checklist tells you what to build. An audit tells you what's broken — and broken things need different fixes than missing things.

Technical issues are the most common reason a contractor site stalls. The site looks fine to human visitors but has problems that quietly block Google from doing its job.

Core Technical Checks

• Crawlability: Run the site through a crawler (Screaming Frog, Ahrefs Site Audit, or Google Search Console's Coverage report). Look for pages returning 4xx or 5xx errors, redirect chains longer than two hops, and any pages blocked by robots.txt that shouldn't be.
• Indexation: In Google Search Console, check how many pages are indexed versus how many you've submitted. A site with 30 pages but only 8 indexed has a problem.
• Page speed: Run your homepage and key service pages through Google PageSpeed Insights. For contractors, mobile speed matters most — homeowners searching for a contractor are often on a phone. A score below 50 on mobile is a red flag worth prioritizing.
• Mobile usability: Check the Mobile Usability report in Search Console. Tap target errors, content wider than the screen, and unreadable font sizes are all ranking suppressors.
• HTTPS: Confirm every page loads over HTTPS with no mixed content warnings.
• Duplicate content: Check whether your site can be accessed via multiple URL versions (www vs. non-www, HTTP vs. HTTPS). Canonicalization issues here silently split authority across duplicate pages.

In our experience working with contractor websites, page speed and mobile usability are the most frequently overlooked technical issues — and often the most impactful to fix. These are also the easiest to self-diagnose for free using tools Google provides directly.

This is where most contractor sites have the most room to improve. The typical contractor website has a homepage, an about page, a contact page, and one vague "Services" page that lists everything the business does in three bullet points. That structure doesn't rank.

What to Evaluate

• Title tags and meta descriptions: Does every page have a unique, descriptive title tag that includes a primary keyword and a location signal? Generic titles like "Services | ABC Construction" leave significant ranking opportunity on the table.
• Service page depth: Does each major service (kitchen remodels, room additions, commercial build-outs) have its own dedicated page with at least 400 words of specific, useful content? Thin pages — under 200 words with no detail — rarely rank for competitive terms.
• Location targeting: If you serve multiple cities or counties, does each location have its own page, or are you relying on one page to rank for all of them? In competitive markets, separate location pages almost always outperform a single service area mention.
• Header structure: Is each page's H1 clear and keyword-relevant? Are H2s and H3s used to organize content logically, or are headers missing entirely?
• Internal linking: Do your service pages link to related pages, your contact form, and your homepage? Internal links pass authority and help Google understand site structure.
• Schema markup: Does the site include LocalBusiness schema with your correct NAP, service types, and geographic area? Most contractor sites don't, and it's a missed trust signal.

A useful benchmark: if you pulled up your most important service page and read it aloud, would a homeowner learn anything specific about why they should hire you? If the answer is no, the content is doing nothing for SEO.

For most general contractors, the majority of new client inquiries come from local searches — "general contractor near me," "home addition contractor [city]." That means your local SEO signals carry more weight than almost any other factor.

Google Business Profile Checks

• Claimed and verified: Is the profile claimed? Unclaimed profiles exist — they just can't be managed or optimized.
• Category accuracy: Is "General Contractor" set as the primary category? Are secondary categories added for your specialties (e.g., Remodeling Contractor, Home Builder)?
• NAP consistency: Does the name, address, and phone number on your GBP exactly match what's on your website and across directories like Yelp, Houzz, BBB, and Angi?
• Photos and posts: Are recent project photos uploaded? Have you posted updates in the last 90 days? Google's own guidance notes that active profiles perform better in local results.
• Review count and recency: How many reviews does the profile have? When was the most recent one? A profile with 8 reviews — the last one from two years ago — signals an inactive business to both Google and potential clients.

Citation and Directory Audit

Run your business through a tool like BrightLocal or Moz Local to identify where your NAP information is listed incorrectly or inconsistently. Even small discrepancies — "St." versus "Street," a missing suite number — can dilute local trust signals. Prioritize fixing citations on high-authority directories before chasing niche listings.

Also check: does your website's contact page and footer match the GBP exactly? Inconsistency here is one of the most common issues we see, and it's a straightforward fix.

Backlinks — other websites linking to yours — remain one of Google's strongest ranking signals. For contractors, link building isn't about collecting thousands of links. It's about having a baseline of credible, relevant links that establish your business as a real, established entity in your market.

What to Check

• Total linking domains: Use Ahrefs, Semrush, or Moz to see how many unique domains link to your site. A brand-new site with zero backlinks will struggle to rank for any competitive term. Industry benchmarks suggest that established local contractors in mid-sized markets typically have somewhere between 20 and 100 linking domains — though this varies significantly by market competitiveness and business age.
• Link quality: Are the majority of links from real, relevant websites — local news, industry associations, suppliers, subcontractor partners, Chamber of Commerce listings? Or are they from low-quality directories that were built purely for SEO manipulation?
• Toxic or spammy links: Look for links from sites with no clear purpose, foreign-language sites irrelevant to your business, or links in footers of template websites. A small number of low-quality links is normal. A large proportion is a red flag that may require a disavow file.
• Competitor comparison: Pull the backlink profiles of the two or three contractors ranking above you for your main keyword. How many linking domains do they have versus you? This gap is a direct indicator of how much authority-building work is needed.

One important nuance: a contractor site with 15 high-quality local links will almost always outrank a site with 300 low-quality directory links. Volume matters less than relevance and authority of the linking source.

Once you've worked through all four layers, the question becomes: what do you fix first? Not everything has equal impact on rankings.

Priority Framework

1. Fix blocking technical issues first. Crawl errors, indexation blocks, and HTTPS problems prevent everything else from working. These go to the top of the list regardless of difficulty.
2. Address thin or missing service pages second. If Google has nothing to rank, no amount of optimization elsewhere will move the needle. Creating or expanding your highest-value service pages typically produces visible results in 60–120 days (varies by market competition and domain age).
3. Optimize your Google Business Profile third. For contractors whose ideal clients search locally, the Map Pack often drives more calls than organic results. GBP improvements can produce faster results than on-site changes.
4. Build authority and fix citations fourth. Citation cleanup is relatively quick. Link building takes longer but compounds over time.

When to Handle This Yourself vs. When to Bring in Help

DIY audits are a legitimate starting point. The tools listed throughout this guide are either free or low-cost, and working through this process yourself will give you a better understanding of your site's gaps than any report someone hands you cold.

That said, some issues are harder to self-diagnose: penalty signals, JavaScript rendering problems, cannibalization between competing pages, and interpreting a backlink profile accurately all require pattern recognition that comes from seeing dozens of sites across the same industry. If your audit turns up problems you don't know how to fix — or you're not sure whether what you're seeing is normal — that's a reasonable point to get a second opinion from someone who works on contractor sites specifically.

If you'd rather have the audit done for you, contractor SEO experts who can diagnose your site and deliver a prioritized action plan are available through our general contractor SEO engagement.