Understanding Local Search for the Building Trade
When homeowners in Kent and Sussex need a builder, carpenter, or specialist contractor, where do they turn? Increasingly, the answer is Google. But appearing in those crucial local search results doesn't happen by chance.
Research shows that 97% of consumers search online for local businesses, with 46% of all Google searches having local intent. For building services, this percentage is even higher, with terms like "builders near me" and "local kitchen fitters" showing tremendous search volume across Kent and Sussex.
What makes local search different? Unlike general web searches, Google uses a distinct algorithm for local results that considers:
- Proximity (how close the business is to the searcher)
- Relevance (how well the business matches the search query)
- Prominence (the business's overall online reputation and visibility)
For building companies in Kent and Sussex, understanding and optimising for these factors can dramatically increase your visibility to potential clients at exactly the moment they're looking for your services.
Google Business Profile: Your Most Powerful (Free) Tool
Your Google Business Profile (formerly Google My Business) is the cornerstone of local SEO success. This free tool directly influences how your building company appears in local search results and on Google Maps.
Optimising Your GBP for the Construction Industry
To maximise the effectiveness of your Google Business Profile:
- Choose the right primary category - Be specific (e.g., "Home Extension Contractor" rather than just "Builder")
- Select relevant secondary categories - Include all services you offer (Kitchen Remodeler, Carpenter, etc.)
- Complete every section - Businesses with complete profiles receive 7x more clicks
- Add your service areas - Include all towns and villages in Kent and Sussex you serve
- Add services - List specific services with descriptions
- Use attributes - Highlight features like "Free estimates" or "Family-owned"
Photos and Visual Content
Building companies with well-documented project photos receive 42% more requests for directions and 35% more website clicks. Your GBP should include:
- At least 10 high-quality project photos showing your best work
- Before/after photos of renovations and extensions
- Team photos that build trust
- Vehicle and premises photos for recognition
Managing Reviews Effectively
Reviews are critical for building companies, with 93% of consumers saying online reviews impact their decisions. To optimise this aspect:
- Create a simple process for requesting reviews from satisfied clients
- Respond to ALL reviews, both positive and negative, within 24 hours
- In responses, include keywords naturally (e.g., "Thank you for choosing our team for your loft conversion in Tunbridge Wells")
- Address negative reviews professionally and take the conversation offline when possible
Kent & Sussex-Specific Keyword Strategy
Effective local SEO requires targeting the right keywords that potential clients in Kent and Sussex are actually using to find building services.
Location-Based Keyword Research
Your keyword strategy should include:
- Service + Location combinations - "kitchen fitters Maidstone", "extension builders Canterbury", "loft conversion specialists Brighton"
- Neighbourhood-specific terms - Particularly important in larger towns (e.g., "bathroom renovation Tunbridge Wells High Brooms")
- "Near me" variations - These terms have grown 200% in the past two years
- Local landmarks or features - "period property renovation Rye", "coastal home extension Hastings"
Long-Tail Local Keywords
Don't overlook longer, more specific search phrases that indicate high intent:
- "Victorian terrace kitchen extension Sevenoaks"
- "Garage conversion to home office Eastbourne"
- "Planning permission for extensions Canterbury conservation area"
These longer terms often convert better because they match exactly what the searcher needs.
Building a Localised Content Strategy
Content that speaks directly to local homeowners' needs significantly boosts your local SEO performance.
Area-Specific Landing Pages
Create dedicated pages for each primary service area, including:
- Local project examples and case studies
- Area-specific considerations (e.g., common property types, conservation areas)
- Testimonials from local clients
- Information about local planning requirements
Local Building Projects and Case Studies
Showcase your work throughout Kent and Sussex with detailed case studies that include:
- Specific location references
- Challenges unique to the area
- Solutions tailored to local property styles
- Before/after imagery with location context
Local Building Regulations and Planning Content
Content addressing local regulations performs exceptionally well:
- Planning permission guides for different Kent and Sussex councils
- Conservation area considerations in historic towns
- Information about local building control processes
- FAQ pages addressing common local planning concerns
Local Link Building Opportunities for Construction Companies
Links from relevant local websites significantly improve your local search visibility.
Local Supplier Relationships
Partner with complementary businesses for mutual benefit:
- Local building suppliers and showrooms
- Timber and brick merchants
- Kitchen and bathroom showrooms
- Tool hire companies
Industry Organisations and Directories
Membership in local construction-focused organisations provides valuable backlinks:
- Kent and Sussex Chambers of Commerce
- Local construction associations
- Regional Federation of Master Builders branches
- Local business networking groups
Community Involvement
Supporting local causes creates natural link opportunities:
- Sponsoring local sports teams or events
- Participating in community improvement projects
- Offering expertise for local charity renovations
- Supporting heritage preservation efforts
Conclusion
Implementing these local SEO strategies gives building companies across Kent and Sussex a significant competitive advantage. While many of your competitors rely solely on word-of-mouth, a strategic approach to local search can create a consistent pipeline of high-quality enquiries from homeowners ready to start their building projects.
The construction companies that invest in local SEO now will establish dominant positions in their service areas, building digital visibility that continues to deliver results for years to come.
