Use this 50-point SEO checklist to audit your contractor website and identify exactly what needs to be fixed to rank higher in Google.
Most Oregon contractor websites are missing critical SEO elements that are directly costing them leads. After auditing hundreds of contractor websites across Eugene, Portland, Salem, and the broader Oregon market, we have identified the most common SEO gaps and compiled them into a practical checklist you can use to evaluate your own website. This is not a theoretical list of best practices — it is a prioritized action plan based on the specific issues that most frequently prevent Oregon contractor websites from ranking in Google and generating consistent inbound leads.
Technical SEO Checklist
Start with the technical foundation. Your website must load in under 3 seconds on mobile devices — use Google's PageSpeed Insights to check your current score and identify specific issues. Your site must have an SSL certificate (the padlock icon in the browser address bar) — any site without HTTPS is penalized by Google and flagged as insecure by browsers. Your site must be mobile-responsive, displaying correctly on all screen sizes. Your site must have a properly formatted XML sitemap submitted to Google Search Console. And your site must have no broken links, missing images, or crawl errors — check these in Google Search Console's Coverage report. These technical issues are the foundation; without them, no amount of content or link building will produce strong rankings.
On-Page SEO Checklist
Every page on your contractor website should have a unique, keyword-optimized title tag (under 60 characters) that includes your primary service and location. Every page should have a unique meta description (under 160 characters) that accurately describes the page content and includes a call to action. Your homepage should have a clear H1 heading that includes your primary service and location. Service pages should each target a specific service keyword and include the service name, your location, and relevant details about the service in the page content. Your contact page should include your full business name, address, phone number, and service area — this NAP information must be exactly consistent with your Google Business Profile.
Local SEO Checklist
Local SEO requires specific optimizations beyond standard on-page SEO. Verify your Google Business Profile is claimed, verified, and completely filled out — including categories, service areas, business hours, photos, and a keyword-rich description. Ensure your NAP information is perfectly consistent across your website, GBP, and all online directories. Create individual location pages for each city or region you serve — a page for Eugene, a page for Springfield, a page for Cottage Grove — each with unique content about your services in that specific area. Embed a Google Map on your contact page. Add LocalBusiness schema markup to your homepage. And build citations in the major local directories: Yelp, Angi, HomeAdvisor, BBB, and your local Chamber of Commerce.
Content SEO Checklist
Content is the fuel that powers SEO. Your website needs a minimum of one dedicated page for each service you offer, with at least 500 words of unique, helpful content on each page. Your homepage should clearly communicate what you do, where you do it, and why customers should choose you — in the first screen visible without scrolling. Your about page should include your team's credentials, your years of experience, your Oregon CCB license number, and your service area. A blog with regular posts about topics relevant to your trade and your Oregon service area builds topical authority and attracts organic traffic from homeowners in the research phase. Aim for at least two new blog posts per month to maintain consistent content growth.
Review and Reputation Checklist
Reviews are one of the strongest local SEO signals and one of the most important conversion factors for contractor websites. Your Google Business Profile should have at least 25 reviews with an average rating above 4.5 stars. You should be actively requesting reviews from every satisfied customer using a direct review link. You should respond to every review — positive and negative — within 48 hours. Your website should display reviews prominently, either through a Google reviews widget or by featuring selected reviews on your homepage and service pages. And you should monitor your reviews across all platforms — Google, Yelp, Facebook, and industry-specific sites like Houzz — to catch and respond to negative feedback quickly.
Want a professional SEO audit of your Oregon contractor website that identifies exactly what is holding back your rankings? Our team provides detailed audits with prioritized action plans.
Get Your Free Website SEO AuditRandy is the founder of Optimize Media Marketing and has 15+ years of digital marketing experience helping Oregon home service contractors dominate local search.