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SEO for Painters

Learn how you can get more clients for your painting business through Search Engine Optimization (SEO). 

SEO allows you to rank organically for the keywords your clients are searching for online.

SEO for Painters and Painting Businesses

What is SEO for Painters?

Painting businesses, like many other local service businesses, can benefit hugely from Search Engine Optimization (SEO). SEO is a digital marketing strategy in which a website is optimized to rank at the top of the search engine results page (SERPs) for searches that are relevant to the website. For painters, SEO means ranking at (or near) the top of the SERPs for searches such as “painters near me” or “painters in [area]”. 

By ranking high for a search query that is relevant to your business, you can generate organic traffic that can be converted into leads for your business. The best part about SEO is that it is a long-term strategy that does not require continual investment to generate leads like PPC ads do. For example, if you pay for PPC ads (which is also a great strategy for local service businesses) you have to pay for each click on your site. If you stop paying for the ads, the clicks will stop and so will the leads. On the other hand, with SEO, you can continue to generate clicks and leads without having to pay for each one. These clicks can continue to come in over many years with little investment to update your pages and maintain your rankings. 

Generally, a combination of both strategies (PPC and SEO) is the best option for most businesses, but if you are looking for a longer term marketing strategy, SEO can help you generate leads and revenue for your business for years. 

Of course, as with any other form of marketing, SEO can be difficult. All of your competitors are also competing for the space Google provides at the top of the SERPs. You will need to apply many techniques and strategies to help your website rank for the keywords you want to rank for. 

How to Improve SEO for Painters

There are 4 primary elements we focus on to improve the SEO performance for painting businesses.

Local SEO

Keyword Research

Content Creation

Backlink Building

Local SEO

Local SEO is, in our opinion, the most important element that needs to be optimized for painters wanting to improve their SEO performance. Local SEO involves ranking in Google’s local pack as well as ranking for local keywords. 

The reason local SEO is so important is because painting businesses are location specific in nature. Your business is only able to service clients in a specific area. These types of businesses are also known as service area businesses. Due to the area restriction, you will want to focus on generating traffic from prospects in your area or in the areas you service.

Optimizing the Local Pack

The Google local pack is the area that appears at the top for businesses that perform the searched services in a specific location. Google will typically show a few businesses on the left side with a small map on the right side. These businesses appear there because they have a Google Business Profile that is verified and optimized. Optimizing your Google Business Profile is the best thing you can do for your business to ensure you rank in the local pack for keywords like “painters in [city]”.

Google Local pack for painters in st louis, mo

Optimizing your Google Business Profile

An optimized Google Business Profile (GBP) has many elements that make Google want to show them at the top. The most important of those elements is the reviews. Google places a lot of value on the quantity and quality of reviews left by clients as it is an indication of the general performance of the businesses. Google won’t want to show businesses with few reviews or businesses with bad ratings. This is why it’s important for your business to focus a lot of attention toward getting reviews (good ones). The process of getting reviews online is called reputation management.

Apart from getting reviews, there are a few other elements you should focus on.

You’ll want to make sure that you have the correct services selected for your profile. In the case of painting businesses, you’ll want your services to include painting (obviously) as the primary service as well as other smaller services you may offer as secondary services.

Another thing to focus on is images. You are able to upload images to your profile. Because painting is an aesthetic-heavy industry, potential clients will surely be looking for images of past work when making their decision. Upload images of work you have done for previous clients on your GBP to showcase the work you do and to give prospects the option to review your work before hiring you.

Finally, the last big thing to focus on is your business’s name, address, and phone number, otherwise known as NAP. Your NAP must be real and consistent with other citations and listings you create for your business. We will cover citations and listings in more detail in a moment, but ultimately, it is important that these main features are consistent whenever you create anything about your business online.

Keyword Research for Painters

If you want to do SEO for painters right, you will need to spend some time doing proper keyword research. Keyword research involves analyzing the searches you want your business to appear on and determining. 

There are a few very obvious keywords your business will want to target, for example, a painting business would benefit from ranking for the keyword “exterior home painting services in [area]”. The challenge, is determining the competition for the keywords and how you want to structure your website to ensure you hit all of the keywords you want to target. 

To find keywords you are already ranking for that you can improve your rankings on, we recommend starting with your Google Search Console (GSC). GSC provides you with insights as to the performance of your website as well as many other useful SEO tools (like index requests) that you need to do proper SEO for your painting business. We recommend setting it up and starting with Google Search Console for keyword research.

If you’re on a budget, you can also use Google’s Keyword Planner to find keywords for your business as well as get an estimate for the amount of traffic and competition a keyword may have. If you have a bigger budget for SEO, you may consider investing in Ahrefs or SEMrush to help you conduct proper keyword research as well as competitor gaps. Alternatively, you can also hire an agency or a freelancer to conduct keyword research for you if you are short on time.

Keep in mind that niche keywords (for example, keywords that include your city) are likely to be less competitive, giving you a better chance to rank high for it. The same concept goes for “long-tail keywords” or keywords that are more specific. For example, “exterior home painting services in Portland Maine” is likely to be less competitive than “home painting services”. The only drawback is that long-tail keywords tend to have less traffic because they are more specific. When you are first starting on improving the SEO for your painting business, we recommend targeting long-tail keywords as you’ll have the best chance of ranking for them and getting traffic. We like to call them, low-hanging fruit keywords.

Content Creation

Content creation is the backbone of SEO. In order to rank for a keyword, you will need to have a page on your website that is optimized for that keyword. Of course, Google won’t rank pages that contain low-effort or bad content, so in order to rank high on the SERPs, you will need to create lots of content. When we refer to content in SEO, we are typically referring to creating pages for your website. 

The primary 3 types of content (or pages) your painting website should focus on are service pages, location pages, and blog posts.

Let’s discuss each one individually.

Service Pages

For painting businesses, service pages can be pretty straightforward. Basically, as the name states, a service page is a page on your website where you cover, in detail, the service you provide. Now, the best way to tackle this is to create a separate page for each service you provide. A big mistake a lot of professional painters do on their website is have one “services” page where they briefly outline each service they provide. You’ll want to separate your pages out to make sure that each one covers a separate service because each service is a different keyword. If you do SEO correctly, you may be able to rank for “commercial painting” and “residential painting” for two separate pages, but if you had both of those services on one page, it is likely you will not rank for those keywords (at least not well).

Another mistake you want to avoid is thinking that a service is too small to make a page for. Many times, business owners focus on advertising the services with higher margins that will grow their business. While that is valid logic, it does not apply when it comes to SEO. You should create pages for all of your services as someone may land on one of your pages for a smaller service you offer and then realize that they actually need other services as well. 

Here are some common service pages we have created for our painting clients:

  • Residential Painting
  • Commercial Painting
  • Cabinet Painting
  • Deck Staining
  • Drywall Repairs
  • Floor Coatings
  • Concrete Coatings
  • Parking Lot Striping


You get the point… Make as many pages as you can with separate services, just make sure that they are different enough from each other. An example of bad practice would be to have a page for residential painting and another one for home painting. 

Location Pages

Location pages are equally as important as service pages when it comes to SEO for painters. Similar to how you structure your service pages, you will also want to create location pages for each general area you service. 

We recommend picking the top 10 “major” cities, counties, or areas that you service and consider those your target locations. With each location, you’ll want to create a separate page for each service you offer in that location. This is where SEO can get difficult. If we do some quick math, let’s say you target 10 locations and have 6 services you offer in each location. This means you’ll have to create 60 pages of content as each service needs a location page. Apart from this, you should also have your “main” service pages that we discussed earlier. 

As you can see, the work quickly starts to pile up. This is where we recommend hiring an agency or a freelancer that is either experienced in SEO or copywriting to help you with this step. You can, of course, do it yourself, it will just take much longer to get the results that you may be looking for. 

Blog Posts / Supporting Pages

The final type of content (or pages) you’ll want to create are blog posts. Many painters get confused and wonder why they would ever need to have blog posts on their website. Your website is not about travel or cooking, so why would you need blog posts? Well, that is because these posts will have content that support the other pages you have created. 

If you prefer not to think of them as blog posts, you can think of them as informational articles or supporting pages. These pages will typically answer common questions or provide information on the services you offer. For example, you may benefit from a blog post such as “10 tools necessary to paint a house”. This specific example will support your residential painting page. Google likes to see that you are an authority on a specific topic. If you are able to create content around every major topic in your business, Google is more likely to rank your pages in that topic higher.

Plus, these pages give you another chance at bat. These pages could (and are likely to) rank on their own for their target keyword. The traffic that comes from those searches may just be looking for information, but there is also a chance that they are in need of painting services. If they are already on your website and you are providing them with valuable information, there is a higher chance that they will convert into a lead. 

Don’t make the mistake of forgetting these pages/posts on your website. Create supporting content for the major pages you want to rank for and your SEO performance will improve for the queries you are targeting.

Backlink Building

Building backlinks is probably the most challenging part of doing SEO. Most agencies avoid including backlink building into their services because they know how difficult it can be to get good organic backlinks to your website. 

Backlinks are clickable links on other sites that redirect the user to your website. You may have seen them before (even on this page). They are typically highlighted in a different color or with an underline so the user knows that the element is clickable. 

There are a few things you can do to get some easy, good-quality links to your site almost immediately. We will also be giving you some strategies that can help you build links organically over time.

Local Listings and Citations

One of the easiest things you can do in terms of getting links to your site is to create multiple listings and citations in local and national directories. For example, you may want to create a listing for your business on Yelp and Bing for Business. There are hundreds of directories online that create lists of businesses for searchers interested in hiring a company for a project.

These citations and listings will link back to your website, so you can think of them as easy and free backlinks.

Keep in mind that all of the information you input for these citations and listings should be consistent across the board, especially your name, address, and phone number (NAP). Google will check this information on other directories to make sure that the information you are providing them on your Google Business Profile is accurate and up-to-date.

If you have the budget and don’t want to manually have to create each listing yourself, you can use BrightLocal’s citation builder tool to help speed up the process. We use this tool with our clients and it has been a great way to get this done quickly and effectively. 

Linkable Content

To build passive backlinks, we recommend creating content that other sites in your industry would want to link to. Of course, this sounds easy in practice, but it can be hard to do correctly.

Content like statistics, research, infographics, calculators, and guides are great types of content that can generate links for your website passively. For example, you could create a paint color guide for a specific area. This guide is a linkable asset as other painting websites may want to use your guide as a reference for their visitors.

Get More Clients by Leveraging SEO for your Painting Company

SEO is a great marketing strategy for painters as it can help generate organic leads for your business without having to run any ads.

SEO can provide a steady stream of clients for years if done correctly. If you want to learn more about how to implement SEO for your painting business, reach out to us and we would be happy to walk you through an audit and some strategies for your business.

The results have been fantastic – a significant increase in leads, thanks to their strategies. They stand out from others in the industry, and I fully trust Triton Digital with my marketing needs. Highly recommend Triton Digital for anyone seeking effective digital marketing services.

Josh Michaels

Founder/CEO - RatersEdge

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