Before we get into the flashy bits of SEO like content and backlinks, there’s a whole toolbox of technical fixes and settings that need sorting behind the scenes. Think of this as your foundations if they’re cracked, nothing else works properly.
This includes:
- Google Search Console & Bing Webmaster Tools: These tools act like a health check for your site. They tell you how Google sees your pages, if anything’s broken, or if your site’s struggling to show up.
- Google Analytics: Tracks everything from who visits your site to how long they stay. Without this data, you’re flying blind.
- Sitemaps & Robots.txt: These are basically instructions to Google, “here’s what to look at” and “ignore this part.”
- Mobile Optimisation & Speed Testing: A slow website is like a slow builder, no one waits around. Google gives better rankings to fast-loading, mobile-friendly sites.
- SSL (HTTPS Security): That padlock in the browser isn’t just for show. A secure site ranks better and makes visitors feel safe.
- Core Web Vitals: A new (ish) Google update that checks how stable, fast and interactive your website is measured against their hidden metrics.
“Technical SEO is like joinery prep work. If you skip it, everything that follows looks wrong, even if the finish is great.” - Aimee Lycett, SEO Expert at Local Trade Websites
This is where many trades go wrong. They either don’t know what customers are searching for, or they go after terms like “cheap carpenter UK” and wonder why no one’s calling.
Proper SEO involves:
- Using Tools (like SEMrush or Ubersuggest) to find real-world phrases like “sash window draught proofing in Kent” or “bespoke fitted wardrobes Sevenoaks”.
- Competitor Research: Seeing what the guy down the road is ranking for and then doing it better.
- Keyword Mapping: Assigning the right keywords to the right pages so your site doesn’t get confused.
- Topic Clustering & Search Intent: Organising your site so Google sees you as a pro in your niche (e.g., “wooden doors” leads to “oak front doors”, “Accoya replacements” and so on).
This part is very time-consuming, but it’s what puts your site in front of paying customers instead of random browsers.
Once you know your keywords, you need to bake them into your site naturally and strategically. This is where the magic happens on each individual page.
Tasks include:
- Optimised Page Titles & Meta Descriptions: The stuff people see in Google. It needs to be click-worthy.
- Headings and Subheadings (H1, H2, etc.): Google reads these to figure out what your page is about.
- Alt Text on Images: Tells Google what the image is, this is especially important for mobile users and accessibility.
- Internal Linking: Connecting your pages together so users stick around and Google sees your site is well-structured.
- Keyword-Optimised Content: This isn’t “keyword stuffing.” It’s smart writing with the right phrases in the right places.
- SEO-Friendly URLs: Pages like /bespoke-joinery-whitstable instead of /page=47
Think of this like explaining your service to a potential customer in a way both they and Google can understand.
Google absolutly loves fresh, useful content and so do your future customers. This section of SEO is all about writing content that answers questions and builds trust.
Key elements:
- Regular Blog Posts: Not fluff. We’re talking “Do I Need to Replace or Repair My Sash Windows?” or “Top 5 Joinery Upgrades to Add Value to Your Home”.
- Service Area Landing Pages: Individual pages targeting “Joinery in Tunbridge Wells” or “Window Repairs in Broadstairs” not one big list.
- Case Studies and Galleries: Show off what you’ve done. People love a good before-and-after.
- FAQ Pages and Guides: These help get your content in Google’s “People Also Ask” box.
- Content Updates: Google notices when content gets stale. Updating an old page can bump it back into the top 3.
This stuff takes time, but it keeps your site growing and your rankings climbing.
You’ve probably searched “joiner near me” or “window fitter in [town]”. That’s local SEO and it’s gold for tradespeople.
This covers:
- Google Business Profile Setup & Optimisation: This is your map listing. It needs fresh reviews, photos, service areas, and posts.
- NAP Consistency: Your Name, Address and Phone number must be the same everywhere online, no typos or outdated details.
- Directory Listings (Yell, Checkatrade, etc.): These boost visibility and build citations.
- Location-Focused Pages: Each major area you serve should have its own optimised page, not just a bullet point on your homepage.
“If you want to appear when someone searches ‘sash window expert near me’, you need local SEO, not luck.”– Aimee Lycett, Local SEO Consultant
Backlinks (other websites linking to yours) are like digital word-of-mouth. They tell Google that your site is trusted and authoritative.
Smart offsite SEO includes:
- Guest Posts: Writing content for trade blogs or home improvement sites in exchange for a link.
- Supplier Links: If you use Accoya timber, ask them to feature you.
- Industry Partnerships: Any credible local organisation that can link to your site is valuable.
- Disavowing Spam Links: Cleaning up shady links that can hurt your reputation.
This isn’t spammy link buying. It’s strategic relationship-building and it works.
You wouldn’t hire a roofer with zero reviews, so why would someone trust a joiner with none?
Good SEO includes:
- Asking for Reviews (after every job): Email, text, or WhatsApp, most happy customers just need a nudge.
- Embedding Google Reviews on your site with real names, photos, and location.
- Responding to Reviews: Google loves interaction, and so do customers.
- Using Testimonials in Case Studies & Town Pages: Social proof boosts conversions.
Fun fact: Reviews are one of the biggest ranking factors for the Google Map Pack. So yes, it’s worth chasing them.
SEO isn’t something you do once and walk away from. It needs regular tracking and improvements.
That means:
- Google Analytics Reports: To see which pages are winning and which are ghost towns.
- Google Search Console Insights: To track rankings, errors, and visibility.
- Call Tracking & Form Conversions: Know what’s actually bringing you enquiries.
- Quarterly Site Audits: Identify problems before they cost you rankings.
- Regular Updates: SEO trends change. Google tweaks algorithms. You need to keep up.
“Treat your SEO like your van or your tools. If you don’t check on it, clean it up and make adjustments, it stops performing.” – Aimee Lycett, Website & SEO Expert for Trades
Final Thoughts: SEO Is Hard Work, But It Works Hard for You
You’re not lazy. You’re just busy running your business. But now you know why SEO isn’t something you can DIY in an afternoon. It’s dozens of tasks, done consistently, across months — all so Google and your customers can find, trust, and book you.
If you don’t have time to do all this, that’s where we come in.
At Local Trade Websites, we do it all, with zero jargon, full transparency, and proven results for carpenters, joiners, and window firms across the UK.
