In 2025, many businesses are still operating with a mindset stuck in 2010. They believe that Search Engine Optimization is all about stuffing keywords into anchor text or matching exact phrases in H1 tags and it will magically push pages to the top of Google. That thinking no longer works — and here’s why.
The Death of Traditional Keywords
Google has evolved far beyond simple keyword matching. With the rollout of the Hummingbird update in 2013, followed by RankBrain, BERT, and now even more advanced AI models, Google interprets queries semantically. It’s no longer just looking for matching words — it’s trying to understand what the searcher actually wants.
The term “keyword” is outdated. What we now have are search queries, each carrying user intent. You’re not matching a phrase like “kitchen remodelers near me” to your page — you’re matching the intent behind that phrase.
From Keywords to Search Intent
Search queries map to one or more user intents. That’s the key to modern SEO.
Imagine someone searches for “garage conversion contractor.” The primary intent is clear — they’re looking to hire a contractor. But they may also be wondering about cost, permits, and timeframes — these are secondary intents. Tertiary intents might include “How much value does a garage conversion add to my home?” or “Can I convert my garage without a permit?”
Good content acknowledges this layered structure. Address the main question up front. Then guide the reader deeper into related ideas, either in the same article or through strategic internal links.
Why Exact-Match Anchor Text Doesn’t Work Anymore
Old-school SEO tactics relied heavily on exact-match anchors. A backlink with text like “Sacramento general contractor” used to be gold in 2012. But in 2025, Google prioritizes context over repetition.
What works now are natural anchors that appear in real-world content. For example:
“We hired a crew to remodel our kitchen, and Brian handled it all.”
“They made our ADU build go smoothly from start to finish.”
“If you’re thinking about a room addition, this guide to local permits helped us prepare.”
These examples sound human — because they are. And Google’s algorithms are better than ever at picking up on that.
Links Still Matter — But Their Role Has Changed
Links are still vital, but their function has shifted. Instead of manipulating rankings for a single page, links now help build overall site trust and authority.
If a remodeling blog naturally mentions your contracting business and links to a service page using real, conversational language — that’s effective. Repeating the same anchor text over and over isn’t.
Google reads the context of the referring page, not just the words in the hyperlink. That’s why it’s more valuable to have:
- A blog post about home renovation linking to your bathroom remodel page with a phrase like “they helped us renovate our master bath,” than
- A dozen generic links with the anchor “bathroom remodeling Roseville.”
Topical Graphs: The Modern Approach to Authority
Think beyond individual articles. To build trust with Google and potential clients, your website should demonstrate depth and structure across topics.
This means creating:
- A project gallery with before-and-after images
- Articles explaining building permits, costs, and timelines
- Pages for each service area and type of construction
- Internal links connecting all of it together
This is your topical graph — a network of content that shows Google you know your craft and serve clients in a meaningful, organized way.
Rethinking Keyword Research
Keyword research today is less about volume and more about intent.
Take a phrase like “kitchen remodel cost Folsom.” What does the user want?
- A general contractor in Folsom
- Transparent pricing
- Guidance on planning a remodel
You can address this by:
- Creating a pricing guide for kitchen remodels in that area
- Offering a downloadable checklist to plan a renovation
- Linking to a gallery of local kitchen projects
Every query is an opportunity to answer real questions, not just insert phrases into headlines.
Don’t Forget About EEAT
Experience, Expertise, Authority, and Trust (EEAT) is more important than ever. For general contractors SEO, this means:
- Showcasing real projects and client testimonials
- Including bios or credentials of the builder or crew
- Citing local laws or best practices
- Updating content regularly with accurate information
This builds credibility — both with potential customers and with Google.
Final Thoughts
SEO in 2025 is about understanding people, not gaming algorithms. If you’re still relying on keyword stuffing or outdated backlink strategies, you’re wasting effort.
Focus instead on:
- Serving your ideal customer’s search intent
- Building content around real concerns and questions
- Creating a site structure that supports trust and clarity
- Using backlinks naturally and meaningfully
That’s how modern contractors rise above the noise — and show up where it matters most.
