SEO for builders and construction companies: a UK guide
Builders don’t win Google with reviews alone. Here’s what the top Birmingham results have in common, the project pages people actually search for, and how to set up your profile.
- In the Birmingham Google Maps results for “builder”, the top 20 had a median of 5 reviews, fewer than the rest (10.5). Reviews weren’t what separated them.
- Builders use a mix of categories on Google, such as “Construction company”, “Home builder” and “Building firm”. Pick the one that matches the work you want most.
- People search for projects, not builders: “loft conversion” (12,100 a month) and “house extension” (5,400) beat “builders Birmingham” (590).
- Build a page for each type of project, with photos of real jobs and the areas you cover.
Most building work still comes from word of mouth. But when someone is planning an extension and doesn’t know a builder, they search Google, look at photos of past jobs and shortlist two or three firms. Getting onto that shortlist is what SEO does for a builder.
This guide shows what the top Birmingham builders on Google Maps have in common, the project pages worth building, and how to set up your profile.
What the top Birmingham builders have in common
In November 2026 we searched “builder” on Google Maps from Birmingham city centre and looked at the top 100 results.
| What we checked | Result |
|---|---|
| Median reviews: top 20 vs positions 21–100 | 5 vs 10.5 |
| Top 20 results with fewer than 10 reviews | 12 of 20 |
| Top 20 results that link a website | 16 of 20 |
| Main categories in the top 20 | Construction company (10), Home builder (4), Building firm (2), Contractor (2) |
Unlike plumbers, where review count clearly separates the top results, builders at the top of Google Maps often have fewer reviews than those below them. Builders do fewer, larger jobs, so review counts stay low across the trade. What the top results do have is a clear category, a website, and a location close to the searcher.
These figures are a snapshot from one point in the city; results change with the searcher’s location.
1. Choose your category carefully
Builders don’t share one obvious category on Google. The top Birmingham results used at least four. Your main category tells Google what you are, so choose the one that matches the work you want most:
| If most of your work is… | Consider |
|---|---|
| Extensions, renovations and general building | “Construction company” or “Building firm” |
| New houses | “Home builder” |
| Larger commercial jobs | “Contractor” or “General contractor” |
Add secondary categories only for work you really do, such as roofing or loft conversions, and list every service by name in the services section.
2. Build pages for the projects people search for
People rarely search for “a builder”. They search for the project they have in mind:
| Search | UK searches a month | Page to build |
|---|---|---|
| loft conversion | 12,100 | Loft conversions |
| house extension | 5,400 | House extensions |
| loft conversion cost | 4,400 | A cost section on your loft page |
| garage conversion cost | 2,400 | Garage conversions |
| house extension cost | 1,900 | A cost section on your extensions page |
| kitchen extension cost | 880 | Kitchen extensions |
| extension builders near me | 720 | Your extensions page, with the areas you cover |
| builders birmingham | 590 | Your homepage or a Birmingham page |
Advertisers pay about £10 a click for “extension builders near me”, which shows how valuable that customer is.
Each project page should show real photos, what the work involves, roughly how long it takes, what affects the price, the areas you cover, and how to arrange a visit.
3. Let your projects do the selling
For builders, photos of real work persuade more than anything else. Add before-and-after photos to your Business Profile and to each project page, with the area named, such as “kitchen extension in Harborne”. A short write-up of a finished job gives customers proof and gives Google more detail about the work you do and where.
4. Ask for reviews at handover
Reviews weren’t the deciding factor in our check, but they still help customers choose you. Because builders do fewer jobs, ask every client at handover, when they’re happiest, with a direct link. You can make one with our free Google review link generator. Never buy them: fake reviews are illegal in the UK.
5. Make it easy to get in touch
A tap-to-call button and a short form asking for the type of project and postcode work better than a long questionnaire. Show the areas you cover near the top of each page, so customers outside them don’t waste a call.
For more, see our SEO guide for small businesses. If you’re a builder in the West Midlands and want help, see our SEO in the West Midlands, or how we work as an SEO agency in Birmingham.
Sources
- Axarez Google Maps check: top 100 results for “builder” from Birmingham city centre, November 2026.
- UK search volumes and cost per click: Google Ads data via DataForSEO, November 2026.
- Google: Tips to improve your local ranking on Google
Frequently asked questions
How do builders get more work from Google?
Set up your Google Business Profile with the category that matches the work you want, add every service you offer, and build a website page for each type of project, with photos of real jobs. Ask every client for a review, and make sure customers can call you from your phone in one tap.
What Google Business Profile category should a builder use?
Choose the category that matches most of the work you want. In the Birmingham results we checked, the top builders used “Construction company”, “Home builder”, “Building firm” and “Contractor”. Add secondary categories only for work you really do, such as roofing or loft conversions.
Do builders need a website?
Yes, if you want work from Google. Most people searching for an extension or loft conversion want to see past projects before they call. In our Birmingham check, 16 of the top 20 builders on Google Maps linked a website.