Home Improvement SEO Strategies and Keywords by a Home Remodeling SEO Agency

Home improvement companies face slow cash flow, long project cycles, and heavy seasonality: spring and summer stay busy, but winter stalls lead. With 668,712 remodelers competing (many now design-build hybrids), standing out is harder than ever. Rising material and labor costs only add pressure.

Home improvement SEO changes the picture by keeping your business visible year-round and bringing in consistent, high-value leads.

Our home improvement SEO agency has used this strategy to help 65+ remodeling companies nationwide grow steadily, even in tough markets. So, let us share it with you as well and grow your business together. 

Why Do Home Remodeling Companies Need to Invest in SEO?

1. Paid ads for competitive keywords like “custom kitchen remodel” or “bathroom remodeling near me” can cost $ 5,000+/month, and leads vanish when the ads stop. SEO keeps inquiries coming without ongoing costs.
   
   
2. SEO helps you outrank design-build hybrids in local searches, so homeowners find you first for “home additions” or “custom basement remodels.”
   
   
3. Your site keeps generating leads while you’re on-site managing projects like “deck installations” or “room additions.”
   
   
4. When seasons shift (kitchens and baths in winter, patios and decks in summer), SEO balances demand across services.
   
   
5. It highlights your craftsmanship with galleries, reviews, and project pages for “custom cabinetry” or “luxury renovations.”
   
   
6. Steady, organic, and qualified leads for “high-end remodeling projects” help offset rising material and labor costs.
   
   
7. Targeting “full home remodels” or “custom additions” brings in larger, higher-margin projects.

Now that you know the “why,” let’s explore the “how.” We’ll share the steps on how to do your home improvement SEO efficiently. 

Do Keyword Research and Competitive Analysis for Your Home Renovation Website

Start by listing your core services, such as:

• kitchen remodeling
• bathroom renovation
• room additions
• whole-home renovations
• decks and outdoor spaces

Then use tools like SEMrush, Ahrefs, or Google Keyword Planner to see related terms homeowners search for, since they search differently depending on their project.

For example, “kitchen remodeling” may yield phrases such as “kitchen cabinet refacing” or “open concept kitchen renovation.”

Don’t skip location-based keywords like “home renovation in chicago” or “bathroom remodeling near dallas,”  they show where demand is highest and help your business rank locally.

Top 30 Real Keywords for Home Remodeling and Improvement Companies

Transactional

1. bathroom remodeling services
2. kitchen remodeling contractor
3. basement remodeling
4. remodeling contractor
5. remodeling company
6. custom home remodeling
7. exterior remodeling
8. interior remodeling
9. remodeling kitchen cabinets
10. pool remodeling
11. best home renovation company 
12. custom home renovation 
13. kitchen renovation contractor 
14. apartment renovation 
15. garage renovation 

Informational 

1. how to plan a kitchen remodel
2. best materials for bathroom renovation
3. home addition cost guide
4. tips for designing an open floor plan
5. latest home renovation trends
6. diy vs professional remodeling
7. how to choose a remodeling contractor
8. steps to renovate a basement
9. common remodeling mistakes to avoid
10. energy-efficient home upgrades
11. small space remodeling ideas
12. home remodeling timeline guide
13. how to budget for a home renovation
14. outdoor living space renovation ideas
15. modern interior design ideas for renovations

These 30 keywords aren’t enough for a full-scale strategy. For a full-scale home remodeling SEO strategy, our home improvement SEO agency can build a comprehensive plan to drive consistent growth. Just reach out to get started.

Outline your Home Improvement Website Hierarchy and Menu Structure

Once you’ve done keyword research, you’ll know which pages your site needs to rank well and guide visitors effectively. Every home improvement website should include:

• Homepage: Highlights your core services and targets broad terms like “home renovation company” or “home improvement services.”
  
  
• Contact Us: Simple form plus multiple options (call, email, WhatsApp) so homeowners can easily reach you.
  
  
• About Us: Share your story, introduce your team, and showcase partners or materials to build trust.

Add these pages to your main navigation so visitors can find them quickly. See example below.

Service Pages

Next, create a dedicated page for each service, targeting its own keywords.

Common examples:

• kitchen renovations
• bathroom remodeling
• basement remodeling
• custom home renovations
• home additions

You can either:

• List key services directly in the navigation menu (e.g., “kitchen,” “bathroom,” “exterior”), or
• Use a “services” tab with a dropdown for sub-services.

This structure helps both homeowners and Google understand your full range of offerings.

Local Pages

Homeowners want nearby contractors to avoid long travel, material transport, and scheduling issues, so they search locally, using terms like:

• home improvement company in houston
• home remodeling chicago
• kitchen renovation los angeles
• home improvement dallas

These searches show high intent: the homeowner is ready to start.

Create dedicated location pages for every area you serve, and link them from your main menu, footer, or a “service areas” section. This makes your service location impossible to miss. 

See an example below.

Blog Pages

Once your main service and location pages are in place, you need content that keeps attracting visitors between projects; that’s where your blog comes in.

Homeowners researching ideas often search for:

• cost of a kitchen remodel
• how long a bathroom renovation takes
• best materials for home additions
• steps for planning a basement remodel

Publishing informational posts that answer these questions builds trust, drives steady traffic, and keeps your brand visible until they’re ready to hire. 

We’ll dive into blog optimization later in this article.

Stop Guessing Your Home Improvement Website Structure—We Will Show You Exactly What Pages You Need

Now, you’ve got your main pages, the right keywords, and a fantastic home improvement service, but competitors with stronger websites are still ahead. To make sure homeowners find you first, reach out to our home improvement SEO agency for expert help.

How to Do Local SEO for Home Improvement Companies

Your keyword research and market data make one thing clear: homeowners want local contractors. That’s why we should build dedicated location pages and optimize your site for local searches.

Depending on your business model, your approach will differ, whether you operate as a local home improvement company or a national brand. Let’s break down how to optimize for each.

Local Home Improvement Companies

Let’s say you serve a single city, for example, Houston. Optimize every page for that location and for nearby neighborhoods such as Midtown, The Heights, or River Oaks to capture more local searches.

Add your city name to each service keyword. For example:

• Homepage: “home improvement in houston”
  
  
• Kitchen Remodeling: “kitchen remodeling in houston”
  
  
• Bathroom Renovation: “bathroom renovation services in houston”

This way, Houston homeowners will find you first.

National Home Remodeling Companies

Now, let’s imagine you serve multiple cities or have several offices. In this case, you should create dedicated location pages for each area, plus a central “service areas” hub page.

On the hub page, include an interactive map with links to each location page. This helps homeowners find the nearest office and signals to Google exactly where you operate.

Use a clear URL structure that connects your main service pages to each location. See examples below. 

For stronger home improvement SEO, include the city name and service keyword in your titles, headings (H1, H2), and meta descriptions. This makes it easy for Google and homeowners to understand where you offer each service.

Set up Your Google My Business Profile and Optimize it for Google Maps

If you try to Google some of the keywords we identified, you’ll see that besides websites, there’s a Google Maps results block. You can also show up there if you have an optimized Google Business Profile (GBP).

So, let’s optimize it together: 

1. Keep NAP consistent: Your name, address, and phone number (NAP) must match across your site and every platform.
   
   
2. Add your website link: Direct visitors to your homepage or main service page.
   
   
3. Write a keyword-rich description:‍
4. Example: “[Your Company Name] provides professional home remodeling and renovation services in Los Angeles, specializing in kitchen renovations, bathroom remodels, and full home improvement projects.”
   
   
5. List all services: Include offerings like “kitchen renovation,” “basement remodeling,” “home additions,” and “whole-home renovations.”
   
   
6. Upload high-quality photos: Showcase completed projects, before-and-after shots, and your team.
   
   
7. Engage with reviews: Respond to every review promptly and professionally.
   
   
8. Answer questions: Stay active in the Q&A section to build trust.
   
   
9. Link social media: Add your profiles to boost credibility and visibility.

See an optimized GBP example below. 

Once your Google Business Profile is optimized, Google Maps will display your remodeling company with your name, reviews, address, photos, and service areas, helping nearby homeowners find you fast.

Build High Quality Content for Your Home Improvement Website

Strong content is the backbone of home improvement SEO: it helps your site rank higher and turns visitors into clients. 

Follow these best practices to build trust, visibility, and conversions:

1. Each page (homepage, service, or blog) should have its own original copy. Avoid duplicates. For example, your “custom home renovation” and “general home improvement” pages should each have distinct angles.
   
   
2. Address pain points, explain your process, and show how you make renovations smooth and stress-free.

3. Share how long you’ve been in business, your team’s expertise, and what sets you apart.

4. Display licenses, recognitions, or memberships that boost credibility.

5. Mention trusted suppliers like Sherwin-Williams, Home Depot, or local vendors to show quality assurance.
   
   
6. Include any press, magazine, or blog features as social proof.

7. Feature before-and-after photos or short project stories to show real results.

8. Share pricing ranges or examples to set clear expectations.
   
   
9. Highlight genuine customer reviews that reinforce your professionalism and results.

10. Guide visitors toward the next step: “Get a free estimate,” “Schedule a consultation,” or “Request a quote.”

Blog Posts

We already discussed the fact that you need a blog. That’s because homeowners start by comparing ideas, costs, and timelines before they even consider hiring. To reach them, build a blog strategy using the pillar-and-cluster model.

Choose one main service topic (pillar), such as “kitchen renovation,” then create supporting blogs (clusters) that answer related questions. Link all supporting blogs back to the main pillar page to boost SEO authority.

Example:

• Pillar page: “kitchen renovation services”
• Supporting blogs:
  
  • how much does a kitchen renovation cost in 2025?
  • top 10 kitchen design trends homeowners love
  • how long does a full kitchen remodel take?
  • what’s the difference between kitchen remodeling and renovation?

To find great blog topics for your pillar strategy, you can:

• Check Google’s People Also Ask and Related Searches sections.

• Research competitor blogs and create more up-to-date, valuable content.
  
• Use tools like Ahrefs or SEMrush to explore keyword questions (e.g., “kitchen renovation”).

Once you’ve gathered topics, create fresh, high-quality, and original content. Optimize each post for both readers and search engines by following these steps:

Here’s how to optimize your blog posts for the best SEO and user experience:

• Add expertise and insights. Share professional tips, real project examples, and lessons from your renovation experience.
  
  
• Use engaging visuals. Add photos, videos, or tools like cost calculators. For example, include a short tile color-matching video to help readers visualize design choices.

• Structure clearly. Use headings (H1, H2, H3) to organize your content for readability and SEO clarity.

• Optimize keywords naturally. Include primary and secondary keywords in your title, meta description, and headings without overstuffing.

• Link to your service (pillar) pages. Always link related blog posts back to their main service page using anchor text such as “kitchen remodel,” “kitchen remodeling services,” or “kitchen improvement services.”

Implement Technical SEO for Your Home Improvement Company 

Technical SEO helps Google crawl, index, and rank your site while improving speed and user experience. Up next, we’ll cover the key factors every home improvement website should optimize.

XML Sitemap and Robots.txt

First, make sure Google can crawl and index the right pages. For that: 

1. Create an XML sitemap, your site’s roadmap for search engines, and include key pages and assign them priorities:
   

• Homepage → 1.0
• Main services → 0.8
• Locations → 0.6
• Blog → 0.5
• Contact/About → 0.4

Submit your sitemap in Google Search Console for indexing.

2. Control indexing with Robots.txt and Noindex tags. Block duplicate, thin, or staging pages so Google focuses on your high-value content and uses crawl budget efficiently.

Schema Markup and Structured Data

You’ve likely seen Google results that include FAQs, ratings, or listed services: those come from schema markup. Adding structured data makes your home improvement site eligible for rich results, helping Google better understand your business and boosting search clicks.

Key schema types for home improvement companies:

• LocalBusiness: Lists your name, address, phone, and hours.
  
• HomeAndConstructionBusiness: Defines your niche in remodeling and construction.
  
• Organization: Includes company info, logo, and social links.
  
• Person (Founder): Highlights company leadership.
  
• FAQ: Displays common questions and answers in search.
  
• Article: Identifies blogs or news content.
  
• AggregateRating: Shows overall customer review scores.
  
• Rating: Displays individual service ratings.
  
• ImageObject: Helps Google read and show your project photos.
  
• BreadcrumbList: Displays your site’s page hierarchy in search results.

URL Structure

A clear, logical URL structure helps both users and Google understand your site’s hierarchy. It improves navigation, crawling, and SEO.

Best practices for SEO-friendly URLs:

• Keep them short and descriptive.
• Use lowercase letters and hyphens.
• Include relevant keywords.
• Avoid numbers, symbols, or dynamic parameters.

Good examples:

• yourwebsite.com/kitchen-remodeling
• yourwebsite.com/services/bathroom-renovation
• yourwebsite.com/locations/houston

Avoid:

• yourwebsite.com/page?id=12345
• yourwebsite.com/KitchenRemodeling2025!
• yourwebsite.com/xyz?cat=7&sub=3

A clean URL structure makes your site easier for visitors to navigate and for Google to index accurately.

Internal Link Building for Moving Websites

Whether visitors land on your homepage, a service page, or a blog post, Google assigns each page a level of authority. But if those pages don’t link to others, they become orphan pages — valuable but disconnected.

Internal linking passes that authority through your site and helps users navigate easily.

Key internal linking strategies:

• Navigation links: Connect the main pages (“home,” “services,” “locations,” and “blog”) to your top menu.
  
  
• Service-to-service links: Link related offerings (e.g., “kitchen cabinet renovation” → “kitchen flooring renovation”).
  
  
• Service-to-location links: Connect service pages to relevant location pages (e.g., “basement remodeling” → “houston remodeling services”).
  
  
• Blog-to-service links: From informational posts, link to matching service pages (e.g., “how to plan a kitchen remodel” → “kitchen renovation services”).
  
  
• Blog-to-blog links: Link related posts to strengthen topical authority (e.g., “top kitchen design trends” → “choosing the right countertops”).

Mobile Optimization for a Home Remodeling Website

In recent years, most homeowners search for remodeling and home improvement services on their phones, so mobile optimization is vital for rankings and user experience.

Website Speed & Performance (Core Web Vitals)

A slow website frustrates visitors and hurts rankings: Google prioritizes fast, user-friendly sites. To keep your home improvement website loading quickly, follow these best practices:

‍

Check your site’s performance using Google PageSpeed Insights or GTmetrix. Both measure Core Web Vitals, which should meet these benchmarks:

• FCP (First Contentful Paint): under 1s
• LCP (Largest Contentful Paint): under 3s
• CLS (Cumulative Layout Shift): close to 0

Aim for a PageSpeed score of 80+ on both mobile and desktop, and ensure your site passes Google’s Core Web Vitals assessment for top performance.

Frequent Technical Audits

Home renovation websites evolve constantly: new projects, services, and designs mean frequent updates. To keep your site fast and high-performing, run technical SEO audits monthly.

Here are some recommended tools and what you can check with each:

If you’d rather focus on running your remodeling projects than tracking crawl errors and Core Web Vitals, our home improvement SEO agency can handle the technical side, keeping your site healthy, fast, and ranking strong year-round.

Link Building for a Home Remodeling Website

Google won’t rank your website just because it’s technically well-managed. You need strong backlinks. 

They’re online referrals: the more trusted sites that vouch for your business, the more credibility you earn with Google. So, you need high-quality links from reputable sources. 

You can get them in three effective ways:

• Guest posting & link insertion
• Directory listings
• Digital PR

Here’s how each one helps boost your rankings and establish your remodeling business as a local leader.

Guest Posting and Link Insertion

Both strategies involve earning backlinks from relevant, high-authority websites in the home improvement space, but they work slightly differently.

For both, first, you find websites related to your niche, such as:

After you choose them, you can do either of those (or both):

• Guest Posting: Write a new, high-value article for another website. If the editor approves, they’ll publish it and include a backlink to your site, usually in the content or author bio.
  
• Link Insertion: Find an existing article on a related site where your expertise adds value. Reach out to the editor and suggest adding your insight (and a link) as an update to their post.

Directory Listings for Flooring Companies 

Another strong backlink strategy is creating and managing directory listings for your home improvement business, but focus only on trusted, high-quality directories relevant to your industry.

Three types to prioritize:

• General business directories: Build broad visibility and authority backlinks.‍
  
  • Examples: Yelp, BBB, Hotfrog.
    
• Local directories: Strengthen your city or regional presence and boost local search rankings.‍
  
  • Examples: Nextdoor, U.S. Chamber of Commerce.
    
• Industry-specific directories: Establish niche authority and attract qualified leads.‍
  
  • Examples: HomeAdvisor, Houzz, Porch.

When setting up listings, keep your name, address, phone number, and website (NAP) consistent across all listings. Add your logo, respond to reviews, and include awards, certifications, experience, and team details to build credibility and trust.

Digital PR for Home Renovation and Improvement Companies

Guest posting and directory links build authority, but digital PR takes it further. The fastest way to grow your authority is by earning links from top-tier publications like:

• forbes.com 
• https://www.architecturaldigest.com/ 
• https://www.bhg.com/ 

These links tell Google that your brand is trustworthy and credible.

So, how do you get them to be interested in you? Editors want fresh insights backed by data. Gather unique stats or trends through:

• Homeowner surveys
• Design and renovation trend analysis
• Insights from your own projects
• Expert interviews or industry studies

Choose timely, relevant topics, for example: “The hidden cost surge: How labor and material inflation are reshaping home remodels in 2025?” 

But even when you have these, the editors won’t run to your door. You need a strong pitch to send to journalists. Show them the value: explain how your data or research benefits their readers.

If they find it valuable, they’ll often publish it on their site and give you a backlink naturally, no payment needed.

How to Track the Success of a Home Remodeling Website’s SEO

Congratulations! Now you have your home improvement SEO plan in front of you. 

To ensure it’s working and your home improvement website continues to generate leads and rank well, track these key metrics with industry-specific focus:

• Keyword Ranking: Monitor how your target keywords are performing in Google search results. Focus on high-intent, location-specific terms like “kitchen renovation in houston” or “home improvement company in chicago”.
  
• User Behavior: Analyze how visitors interact with your site, such as which service pages (kitchen remodeling, basement renovation) they visit most, how long they stay, and where they drop off.
  
• Conversions: Track completed actions relevant to home improvement, like quote requests, calls, or form submissions for specific services.
  
• Traffic: Measure the number of visitors to your site, including organic searches for home remodeling, and referrals from industry blogs.
  
• Tracking Profiles: Keep an eye on tools like Google Analytics, Google Search Console, and Ahrefs to monitor your service pages and local landing pages.
  
• Site Errors: Identify technical issues such as broken links on service pages, missing project galleries, or 404s on location pages, which can hurt SEO and user experience.
  
• Page Performance & Speed: Monitor load times for high-traffic service pages, such as kitchen, bathroom, or full-home remodel pages, for both mobile and desktop users.
  
• Indexing: Check which pages Google has indexed, ensuring your main service pages, location pages, and blog posts answering renovation questions are discoverable in search results.

Use the following tools to track your SEO success: 

Partner with a Home Improvement SEO Agency That Knows Your Industry

You create beautiful spaces every day. Your online presence should reflect that. Our home improvement SEO agency will help you show your work and rank where ideal clients can find you. 

Contact us, and let’s get you seen by the homeowners searching for exactly what you do best.