Top Keywords for Home Improvement Services & How to Optimise for Search

Read Time: 20 minutes

If you’re running a home improvement business in the UK, you’ve probably noticed that most of your customers find you online these days. They could be searching for “bathroom fitters near me” on a Sunday or researching “loft conversion costs” during their lunch break. Your potential customers are actively looking for your services on Google right now.

68% of all online experiences begin with a search engine, and 75% of users never scroll past the first page of search results. This means if you’re not appearing on page one for relevant searches, you’re essentially invisible to three-quarters of your potential customers.

The challenge here is to make your business stand out amongst the thousands of other tradespeople and contractors competing for the same customers. That’s where strategic keyword research comes into play; it’s essentially the process of understanding exactly what your ideal customers are typing into Google, and then positioning your business to appear when they do.

Let us take a moment to walk you through everything you need to know about finding, using, and tracking the best keywords for your home improvement business. 

We’ll be discussing the following topics.

Table of Contents

• Why Keywords Matter for Home Improvement Businesses
• Understanding the Different Types of Home Improvement Keywords
• Top Performing Home Improvement Keywords (By Service Category)
• Keyword Research Tools for Home Improvement Companies
• Mapping Keywords to the Buyer’s Journey
• How to Use Keywords Effectively on Your Website
• How to Create Keyword Clusters and Topic Hubs
• Tracking Keyword Performance and SEO Results
• How Strategic SEO Keywords Transformed a Home Retailer’s Online Visibility
• How Voice Search and AI Are Changing Keyword Strategy
• Using Competitor Keyword Research to Find Untapped Opportunities
• Common Keyword Mistakes to Avoid
• How Local SEO Keywords Drive Home Improvement Success
• Creating Content That Converts Keyword Traffic
• Seasonal Keyword Opportunities in Home Improvement
• How the Landscape of Keywords in Home Improvement SEO is Changing
• Take Control of Your Keyword Strategy, Without Losing Focus on Your Business
• Let’s Talk About Growing Your Online Reach

Why Keywords Matter for Home Improvement Businesses

Think of keywords as the bridge between what your customers need and what your business offers. When someone in Northampton types “kitchen renovation cost UK” into Google, they’re not just looking for information; they’re potentially weeks or months away from spending thousands of pounds on a renovation project. 

If your business appears for that search with helpful, relevant content, you’ve just positioned yourself as a trusted expert in their mind.

The beauty of keyword-focused SEO is that it works even while you sleep. Unlike traditional advertising methods, where you pay for each impression or click, good SEO brings you qualified traffic month after month without ongoing costs. 

SEO drives over 1,000% more traffic than organic social media, and leads from SEO have a 14.6% close rate compared to just 1.7% for outbound methods like leaflets or cold calls.

What makes keyword strategy particularly crucial for home improvement businesses is the high-value nature of your services. When someone searches for “loft conversion in Northampton,” they’re not window-shopping. They’re researching a project that could cost £15,000 to £25,000+. That means a single organic visitor, if properly targeted, could convert into a lead worth thousands of pounds.

The key is understanding search intent. Are they researching ideas (early in their journey), comparing options (middle stage), or ready to book a consultation (decision stage)? Each stage requires different keywords and content approaches, but more on that later.

If you want to see how we support this through tailored campaigns, consider our home improvement services to learn how we help businesses like yours grow their search visibility and conversions.

Understanding the Different Types of Home Improvement Keywords

Not all keywords are created equal, and understanding the different types will help you create a more strategic approach to your SEO efforts. Let’s break down the five main categories:

Short-Tail Keywords are broad, high-volume search terms like “home renovation” or “kitchen remodel.” These get thousands of searches per month but are incredibly competitive and often too vague to drive quality leads. They’re useful for your homepage and main category pages, but don’t expect quick wins here; you’re competing against major brands and national companies.

Source: Semrush

Long-Tail Keywords are more specific phrases that typically contain three or more words, such as “affordable kitchen redesign in Milton Keynes” or “wet room installation cost UK.” Whilst they have lower search volumes individually, they’re far less competitive and much more likely to convert. Long-tail keywords account for 70% of all search traffic. Someone searching for “wet room installation cost UK” is clearly further along in their buying journey than someone just searching “bathroom.”

Source: Semrush

Local Keywords incorporate geographical elements and are vital for home improvement businesses. Phrases like “loft conversion in Nottingham” or “bathroom fitters near me” help you capture customers in your service area. Google heavily prioritises local relevance for home improvement searches, so these keywords often provide the best return on investment.

Transactional Keywords indicate someone is ready to make a purchase or book a service. Examples include “book bathroom renovation consultation,” “hire tiler near me,” or “get kitchen quote Birmingham.” These are golden keywords for your service pages and should be prominently featured in your calls-to-action.

Informational Keywords capture people in the research phase with searches like “how much does a kitchen remodel cost UK” or “best tile brands for bathrooms.” Whilst these don’t immediately convert, they’re perfect for building trust and authority through blog content. Someone researching costs today might be ready to hire next month.

Top Performing Home Improvement Keywords (By Service Category)

Let’s dive into the specific keywords that are driving results for home improvement businesses across different specialities. These figures are based on UK search data and include average cost-per-click rates to give you an idea of commercial value.

Bathroom Renovation

Notice how “bathroom fitters near me” has the highest search volume. This reflects the growing trend of location-based searches. Interestingly, searches for “near me” terms have grown significantly year-on-year in the UK, showing the increasing importance of local SEO.

Kitchen Remodelling

Loft and Garage Conversions

Interior Painting and Decorating

Garden and Landscaping

Keyword Research Tools for Home Improvement Companies

The right keyword research tools can make keyword filtering much more manageable and effective. Here’s what different types of tools can do for your business:

• Keyword Discovery Tools like Google Keyword Planner (free), Ahrefs, and SEMrush help you find new keyword opportunities and see search volumes. Google Keyword Planner is perfectly adequate for basic research, whilst paid tools offer more detailed insights and competitor analysis.
• Competitor Research Tools, such as Ubersuggest and SimilarWeb, reveal the keywords your competitors are ranking for and which pages drive the most traffic. This is incredibly valuable for identifying gaps in your own strategy.
• Topic Ideation Tools like AnswerThePublic and AlsoAsked show you the actual questions people ask about your services. These are gold mines for blog content ideas and FAQ sections.
• Local SEO Tools, including BrightLocal and Moz Local, help you understand local search patterns and track your Google Business Profile performance.
• Voice Search Tools like Frase.io help you identify conversational, question-based keywords that are becoming increasingly important as more people use voice search on their phones and smart speakers.

Mapping Keywords to the Buyer’s Journey

Understanding where your customers are in their decision-making process is crucial for choosing the right keywords and creating appropriate content. Let’s break this down into three main stages:

1. Awareness Stage 

Customers are just beginning to recognise they have a problem or opportunity. They might search for “modern bathroom design ideas” or “small kitchen layout options.” These are informational searches, perfect for blog posts, inspiration galleries, and educational content that establishes your expertise.

2. Consideration Stage 

Customers are actively researching solutions and comparing options. They’ll search for terms like “wet room vs shower tray” or “kitchen extension vs loft conversion.” This is where comparison guides, detailed service pages, and case studies perform well.

3. Decision Stage

Here, customers are ready to take action. They could be searching for “book bathroom remodel consultation,” “kitchen fitters Birmingham,” or “loft conversion prices.” These transactional keywords should be prominently featured on your service pages with clear calls-to-action.

How to Use Keywords Effectively on Your Website

Finding great keywords is only the first step of the process; you need to use them strategically across your website to see results. Here’s your optimisation checklist:

1. Title Tags

Title tags should include your primary keyword close to the beginning. For example, “Bathroom Fitters Birmingham | Professional Installation & Design” is much better than “Welcome to ABC Bathrooms – Quality Service.”

2. Meta Descriptions

Meta descriptions need to be compelling and include your keyword naturally. Think of these as mini-advertisements that convince people to click through from search results.

3. Heading Tags (H1, H2, etc.) 

Heading tags should incorporate your keywords and related variations naturally. Your H1 should include your main keyword, whilst H2s can target related terms and questions.

4. The Opening Content

The first 100 words of any page should clearly state what the page is about using your target keyword. Search engines pay particular attention to content that appears early on the page.

5. Image Alt Text 

The image alt text should be descriptive and keyword-relevant. Instead of “image1.jpg,” use “modern bathroom renovation Birmingham before and after.”

6. URL Structure

The URL structure should be simple and descriptive. A URL like “/kitchen-remodel-london” is far better than the one with unnamed parameters such as “/page1.php?id=147678329.”

7. Internal Links

Consider internal linking between your pages and use keyword-optimised anchor text. Instead of “click here,” use “see our bathroom renovation portfolio.”

8. Schema Markup

Schema markup helps search engines understand your content better. Local business schema and FAQ schema are particularly valuable for home improvement companies.

Research shows that pages including a keyword in their URL rank 45% better CTA on average, highlighting the importance of thoughtful URL structure.

For a full breakdown of what to optimise across your entire online presence, download our complete marketing checklist for home improvement services, packed with actionable tips to boost your visibility, leads, and ROI.

How to Create Keyword Clusters and Topic Hubs

Rather than creating individual pages for every single keyword, modern SEO works best with clustered content around broader topics. Here’s how this works:

Let’s say you’re a kitchen specialist. Instead of creating separate pages for “kitchen layout ideas,” “open plan kitchen,” “U-shaped kitchen design,” and “galley kitchen design,” you’d create a comprehensive “Kitchen Design Guide” as your pillar page, then link to more specific blog posts covering each layout type in detail.

This approach accomplishes several things. It demonstrates topical authority to Google, keeps visitors on your site longer, and makes it easier for you to create comprehensive, helpful content rather than thin pages targeting individual keywords.

The process is simple: identify your main service areas (your pillars), then group related keywords into clusters around each pillar. Link your pillar pages to cluster content and vice versa, creating a web of relevant, interconnected content.

Tracking Keyword Performance and SEO Results

You can’t improve what you don’t measure, so tracking your keyword performance is essential. Here are the key metrics to monitor:

• Keyword Rankings show where your pages appear in search results for target terms. Tools like SEMrush, Ahrefs, or Google Search Console can track this automatically.
• Organic Traffic Growth from Google Analytics reveals whether your SEO efforts are driving more visitors to your website over time.
• Click-Through Rate (CTR) from Google Search Console shows what percentage of people who see your listing actually click through to your website.
• Time on Page and Bounce Rate indicate whether your content is meeting visitor expectations and providing value.
• Conversion Rate tracks how many visitors take desired actions like filling out contact forms or calling your business.

Consider creating a monthly SEO dashboard that includes your top keywords by impressions and clicks, pages gaining or losing positions, any keyword cannibalisation issues, and your Google Business Profile performance for local searches.

Generally, most SEO professionals admit that tracking performance is their biggest challenge in campaign management, so don’t feel overwhelmed if this seems complex initially. Start with basic tracking in Google Search Console and Google Analytics, then expand your monitoring as you become more comfortable.

How Strategic SEO Keywords Transformed a Home Retailer’s Online Visibility

When Potters Carpets & Beds approached Loop Digital, they were a well-established name offline, but virtually invisible online. Despite offering a wide range of quality flooring and bedroom products, their website was failing to attract meaningful traffic or convert visitors into customers.

Before and After: Potters Carpet and Beds New Website

The challenge here was that the client lacked a targeted keyword strategy. Their site had minimal content, no blog, poor visibility for high-value search terms like “carpets in Northampton” or “ottoman beds online,” and no way to measure SEO performance.

Hence, we carried out a comprehensive keyword audit, mapping out both local and product-specific terms aligned with their customer journey, from discovery to decision. We restructured their site navigation, created high-converting landing pages for key product categories, and launched a blog targeting long-tail search queries (like “best carpet for underfloor heating” or “how to measure a room for a new bed”).

The Result

• +124% organic traffic growth in just a few months
• 40+ keywords now ranking in the top 3 positions on Google
• Dramatic improvement in conversion rate and qualified leads
• Local visibility skyrocketed for searches like “carpet shop near me” and “beds Northampton”

This strategic, keyword-first approach resulted in improved rankings and also increased real, measurable business growth.

If your business is facing similar struggles, low rankings, poor traffic, or unclear strategy, let us do what we did for Potters. Book your free SEO audit today.

We’ll audit your SEO performance, uncover missed keyword opportunities, and give you a clear plan of action. 

How Voice Search and AI Are Changing Keyword Strategy

The way people search is evolving rapidly, and your keyword strategy needs to evolve with it. Voice search is becoming increasingly popular, with 58% of consumers using voice search to find local business information.

Voice searches tend to be more conversational and question-based. Instead of typing “bathroom renovation cost,” someone might ask their phone, “How much does it cost to renovate a small bathroom in Manchester?” This shift means you need to optimise for natural language patterns and question-based keywords.

Featured snippets, search Generative Experience and “People Also Ask” boxes are becoming more prominent in search results, with 76% of voice search results coming from featured snippets or the top three search results. This makes it crucial to structure your content to answer common questions clearly and concisely.

To optimise for this trend, create FAQ sections on your service pages, write in a conversational tone, and structure content to directly answer common questions about your services.

Using Competitor Keyword Research to Find Untapped Opportunities

Your competitors can be your best teachers when it comes to keyword strategy. Tools like SEMrush, Ahrefs, and Ubersuggest offer “keyword gap” analysis that shows you terms your competitors rank for that you don’t.

Start by identifying your main local competitors, other home improvement businesses serving the same geographical area. 

Analyse their top-performing pages to understand what keywords are driving their traffic, then look for opportunities to create better, more comprehensive content targeting the same terms.

Common Keyword Mistakes to Avoid

Learning from others’ mistakes can save you months of wasted effort. Here are the most common keyword mistakes home improvement businesses make:

• Overusing High-Volume Generic Keywords is tempting but rarely effective for local businesses. Competing against national companies for “bathroom renovation” is futile when “bathroom renovation [your city]” is far more achievable and valuable.
• Ignoring Local Intent is particularly damaging for home improvement businesses. Most of your customers need someone local, so location-based keywords should be central to your strategy.
• Keyword Stuffing not only sounds unnatural but can actually harm your rankings. Google’s algorithms are sophisticated enough to understand context and synonyms, so write naturally for humans first.
• Failing to Update Your Strategy Regularly means missing new opportunities and trends. Search patterns change, new competitors emerge, and Google’s algorithms evolve constantly.
• Ignoring Seasonality can cost you valuable traffic. Garden and exterior services peak in spring and summer, whilst interior renovations often increase in autumn and winter.

Google considers keyword stuffing a violation of its spam policy and actively penalises sites for it, so always prioritise natural, helpful content over keyword density.

If any of those mistakes sound familiar, don’t panic. Most home improvement businesses unknowingly waste time and money chasing the wrong keywords or missing high-value opportunities.

But here’s the good news: a simple audit can show you exactly what’s working and what’s not.

We’ll review your website, content strategy, and keyword performance to spot errors, duplication, cannibalisation, or gaps, and provide you with a step-by-step plan to fix them. Book your free SEO audit now.

How Local SEO Keywords Drive Home Improvement Success

For home improvement businesses, local SEO is essential. Most home improvement searches have local intent, even when people don’t explicitly include location terms. When someone searches for “kitchen fitters,” Google assumes they want local results and shows businesses near their location.

This is why your Google Business Profile optimisation is just as important as your website content. Ensure your profile includes relevant keywords in your business description, services list, and regular posts. Encourage customers to leave reviews that naturally mention your services and location.

Local keyword optimisation extends beyond just adding your city name to keywords. Consider neighbourhood names, nearby landmarks, and regional terminology. Someone in South London might search for “kitchen fitters Clapham”, whilst someone in Greater Manchester might look for “bathroom renovations Stockport.” Focus on the local relevancy.

Creating Content That Converts Keyword Traffic

Driving traffic is meaningless if that traffic doesn’t convert into customers. Every piece of content you create should have a clear purpose in moving potential customers towards hiring your services.

For informational content targeting awareness-stage keywords, focus on establishing expertise and building trust. 

Include subtle references to your services and local area, but don’t be overly promotional. The goal is to be helpful first, salesy second.

For comparison, content targeting consideration-stage keywords, be objective but highlight your strengths. If you’re comparing different bathroom layout options, you might need to mention that your team has particular expertise in wet room installations.

For service pages targeting transactional keywords, be clear about what you offer, who you serve, and how customers can take the next step. Include testimonials, portfolios, and clear calls-to-action.

Seasonal Keyword Opportunities in Home Improvement

Home improvement demand fluctuates throughout the year, and smart businesses adjust their keyword focus accordingly. Spring brings garden and exterior renovation searches, summer peaks for outdoor projects like patios and landscaping, autumn sees increased interior renovation interest, and winter is perfect for planning next year’s projects.

Create content calendars that align with these seasonal patterns. Publish garden design content in early spring when people start thinking about outdoor improvements, but create that content in winter when you have more time and less immediate demand.

Consider creating seasonal landing pages for time-sensitive searches like “garden makeover spring 2025” or “winter bathroom renovation offers.” These can capture urgent demand and demonstrate that your business is current and active.

How the Landscape of Keywords in Home Improvement SEO is Changing

The SEO landscape continues to evolve with AI, but keywords remain fundamental to how search engines understand and categorise content. However, the focus is shifting from exact-match keywords to topical relevance and user intent.

Hence, it is necessary to start focusing on creating comprehensive, helpful content around topics rather than thin pages targeting specific keywords. A basic mistake many new businesses start with. Google’s algorithms increasingly understand synonyms, related concepts, and user intent, rewarding websites that provide genuine value over those that simply match keywords.

Youtube video – What is search intent in SEO and why should you care? 👩‍💻

For home improvement businesses, this trend works in your favour. You likely have deep expertise in your speciality, so creating genuinely helpful content should come naturally. Focus on answering the questions your customers ask, solving their real problems, and demonstrating your expertise through comprehensive content.

Take Control of Your Keyword Strategy, Without Losing Focus on Your Business

Understanding and targeting the right keywords is the foundation of any successful SEO strategy, especially in the competitive home improvement sector. But here’s the truth: simply knowing your keywords isn’t enough. To stay visible and relevant, you need to track how you’re performing, spot opportunities early, and adapt as search trends evolve.

That’s where many businesses struggle.

Between running projects, managing teams, quoting jobs, and maintaining client relationships, there’s rarely time left to monitor keyword performance, optimise content, or keep up with the latest SEO and PPC strategies. And yet, visibility in Google is where your next high-value client is looking.

At Loop Digital, we help home improvement companies and businesses of various sectors across the UK achieve and maintain top rankings, without pulling you away from what you do best. Our expert team handles everything: from advanced keyword research and competitor tracking to full SEO campaign management and PPC ad optimisation.

• Stay ahead of industry trends
• Track the keywords you’re ranking for
• Focus on growing your business, while we grow your visibility

Let’s Talk About Growing Your Online Reach

Book your free SEO & PPC consultation with our specialists today. We’ll review your goals, your current performance, and show you what’s possible. 

Book your free SEO audit. We’ll analyse your site, your keywords, your content, and your local SEO setup, and give you a clear, actionable plan to improve your rankings. It’s completely free, and there’s no obligation.

Don’t hesitate to call us on 01604 806020 to discuss your business needs. Make your business easier to find and harder to ignore, with Loop Digital.

FAQs: Keyword Strategy for Home Improvement SEO

1. How do I find the best keywords for my business?

Start with Google Keyword Planner for basic research, then consider paid tools like Ahrefs or SEMrush for more detailed insights. Focus on keywords that combine your services with local terms and have clear buying intent. Don’t ignore low-volume, long-tail keywords – they often convert better than high-volume generic terms.

2. How many keywords should I target per page?

Aim for one primary keyword per page, supported by 2-5 closely related secondary keywords. This prevents keyword cannibalisation where your pages compete against each other in search results. It’s better to have focused pages that rank well than confused pages that rank poorly.

3. How often should I update my keyword list?

Review your keyword strategy every 3-6 months or after major Google algorithm updates. Monthly performance reviews help you spot trends and opportunities, but major strategy changes should be less frequent to allow time for results to develop.

4. What are examples of bad keyword practices?

The biggest mistakes are keyword stuffing (using keywords unnaturally), targeting only high-volume generic terms without local modifiers, ignoring user intent, and neglecting to track performance. Also, avoid creating thin content that doesn’t genuinely help your potential customers.

5. Should I target competitors’ brand names in my keywords?

Generally, avoid targeting competitors’ specific business names, as this can create legal issues and rarely converts well. Instead, focus on the services they offer combined with location terms. If customers are searching for “Joe’s Bathrooms Birmingham,” they probably want Joe specifically, not an alternative.

6. How long does it take to see results from keyword optimisation?

SEO is a long-term strategy. You might see some improvements within 4-8 weeks, but significant results typically take 3-6 months or longer. Local SEO often shows results faster than national campaigns, especially if you’re optimising an established website with existing authority.