The keywords painting customers actually search, plus the Google Maps, photo and review system that gets house and commercial painters more local leads.
In six years of auditing Google Business Profiles for service businesses across the US, I've run the same diagnostic on painting contractors more times than I can count. The pattern is almost always identical: strong work, solid reputation, and a GBP listing that's costing them hundreds of calls per month.
Painters rely heavily on referrals, which means the ones who figure out Google Maps first have an enormous first-mover advantage. Most painting businesses in any given market have barely touched their online presence. That gap won't stay open forever.
This is the complete painter SEO guide I use when onboarding a painting contractor to Flento. It covers everything from GBP setup to keyword strategy, review systems, and citation management, with the exact steps I've used across 200+ audits.
Other local businesses face this exact challenge, such as local SEO for hotels.
The same approach carries over to neighboring categories, as our guide to local SEO for pressure washing companies shows.
SEO for painters is the practice of optimizing your online presence, primarily your Google Business Profile, website, and reviews, so your painting business shows up when local customers search for painting services. For painters and decorators specifically, that means ranking for both trade-focused searches ("painting contractor [city]") and design-focused searches ("painter and decorator [city]"), since these attract different customers with different expectations.
Unlike national SEO, SEO for painters is almost entirely local: the goal isn't ranking across the country, it's ranking in the Google Maps Local Pack for the handful of miles around each job site you actually serve. That distinction shapes everything else in this guide.
Your Google Business Profile is the highest-leverage asset in painter SEO, not your website, not social media, and not ads. Google Maps is where painting customers search when they're ready to hire. Local Pack placement directly determines how many phone calls you receive from people who have never heard of your business.
I've audited GBP setups for painting contractors in markets from Austin to Charlotte to Phoenix. Three problems show up in almost every account: wrong primary category, incomplete service listings, and photos uploaded once and never touched again. Each one is a ranking penalty that compounds over time.
According to Google's local ranking guidelines, the three factors that determine your position in Maps results are relevance, distance, and prominence. Relevance, how well your profile matches what someone searched, is the one you have the most control over. Your GBP setup is where you control it.
Action Step: Log into business.google.com right now and check your profile completion. If any field is blank, hours, description, phone, photos, or services, that's your first fix.
A vertical-specific version of this is our guide to local SEO for interior designer.
The keywords painting customers use follow a predictable pattern. Knowing that pattern tells you exactly what to include in your GBP description, service listings, posts, and website pages.
There are three keyword clusters that matter for painting contractors:
High-intent service + location searches (these generate the most calls): "painters in [city]," "painting contractors [city]," "house painters near me," "exterior painting [city]," "interior painting [city]."
Service-specific searches (strong buying intent): "cabinet painting near me," "commercial painting contractors [city]," "deck staining near me," "fence painting [city]," "painter and decorator [city]."
Research-phase searches (lower intent but worth targeting on your website): "how much does exterior painting cost in [city]," "best painting contractors in [city]."
Most painting businesses only optimize for 1-2 of these. I worked with a contractor in Charlotte, NC who ranked well for "painters Charlotte" but had zero visibility for "cabinet painting Charlotte", a separate intent with a separate audience. Two different searches, two different customers, and only one of them was being captured.
💡 Pro Tip: For painter and decorator businesses, treat your decorator and painting audiences as separate keyword clusters. "Painter and decorator [city]" searchers often want finish quality and design sensibility, not just speed and coverage.
Action Step: List your 5 most profitable services. Search each one with your city name. If you're not in the top 5 results, that service's GBP listing or landing page is missing something.
Choosing the wrong primary GBP category is the most common ranking mistake I find in painting contractor audits, and it's always the first thing I fix.
Your primary category should be "Painter" for most residential painting businesses. Not "Painting contractor." Not "House painter." Not "Painting company." The category that maps most directly to how Google classifies painting service searches is "Painter."
For painter and decorator businesses: add "Interior Decorator" as a secondary category alongside the standard painter categories. This expands your ranking surface for design-related searches without diluting your core painting visibility.
Secondary categories to add after your primary:
Complete every profile field without exception. Business name (legal name only, no keyword stuffing), local phone number, service area by city, website URL, full business hours, and a 750-character business description. An incomplete profile is a ranking penalty in disguise.
⚠️ Common Mistake: Using an 800 number or Google Voice number with an out-of-area area code. Google cross-references your phone number against your stated service area. A Phoenix painting business with a Dallas area code creates a relevance conflict that suppresses local rankings.
The Services section is the most underused part of every painting contractor's GBP I audit. List every service individually, interior painting, exterior painting, cabinet refinishing, deck staining, fence painting, pressure washing. Each service is a separate keyword match point for searches that don't include your business name.
🔥 Quick Win: Open your GBP Services section right now. If you have fewer than 5 services listed, add the missing ones today. This takes 10 minutes and most contractors never do it.
Action Step: Verify your primary GBP category reads exactly "Painter." Then audit your Services section and add every service you offer.
Before/after project photos are the highest-converting content type for painting businesses on Google Maps. They do two jobs simultaneously: they signal to Google that your profile is actively managed, and they prove your quality to potential customers before they call.
Google's ranking algorithm gives a measurable boost to profiles that upload new photos on a consistent cadence. A large photo archive that hasn't been updated in 18 months is worth less than a smaller set updated weekly.
I helped a painting business in Nashville update their photo set, replaced 3-year-old interior shots with current project photos. Profile view count increased 40% within 45 days. No other changes were made.
The system I use for painting contractors:
Aim for 20+ total photos. Weekly uploads signal an active, maintained listing, which is exactly what Google rewards.
🔥 Quick Win: Your GBP cover photo is the first image customers see in Map Pack results. Use a dramatic exterior before/after, not a logo, not a truck photo, not a stock image. Your best work, front and center.
Action Step: Upload at least 3 recent project photos to your GBP today. Set a weekly phone reminder to upload new job photos every Friday.
Review count matters less than most painting contractors think. Review recency and your response rate matter more, by a significant margin.
I've seen 15-review profiles outrank 200-review profiles consistently. The 15-review profile had reviews from the past 3 months and responded to every one. The 200-review profile had 60% of its reviews from 3+ years ago with zero responses.
Here's the Review Velocity Method I use with painting contractors:
Ask within 2 hours of completion. Timing is the single most important variable. A review request sent while the customer is standing in front of fresh paint converts 3x better than one sent 3 days later.
Text a direct link, not a website URL. Every extra step loses 20% of respondents. Send a text with the direct Google review link, nothing else in the message.
Give them a framework. "If you're happy with how the job turned out, mentioning the specific area we painted helps other customers know what to expect." Reviews that mention "the kitchen cabinets" or "exterior trim" convert better than generic reviews.
Respond to every review within 24 hours. Positive and negative, without exception. According to Google's review best practices, responding to reviews demonstrates active engagement. A well-handled negative review converts skeptical viewers into callers.
📊 Flento Data: Flento's analysis of painting business profiles shows that profiles with a 100% review response rate generate 28% more GBP-driven calls than profiles with no responses.
Action Step: Create a review request text message template right now. Three sentences: a thank you, a direct Google review link, and the brief framework. Use it on every job this week.
NAP consistency, your Name, Address, and Phone number appearing identically across every directory where your painting business is listed, is the citation foundation that every other optimization depends on.
Before you do anything else with local SEO, run the Flento NAP Lock: verify that your name, address, and phone are absolutely identical across your top 20 directory listings. Not similar, identical. "Ave" and "Avenue" in your address are two different things to Google's data model.
The strangest citation inconsistency I found during a painting contractor audit in Phoenix: the business had their primary category correct, had 80+ reviews, and still wasn't ranking in the top 10. Their GBP showed "4209 N. Scottsdale Rd" but every directory showed "4209 North Scottsdale Road." Two years of ranking suppression from an abbreviation.
Priority directories for painting contractors:
⚠️ Common Mistake: Listing your painting business in 40+ low-quality, irrelevant directories "for coverage." This spreads inconsistency at scale and makes the NAP Lock harder to run. Get 10-15 citations right before adding more.
Action Step: Search your exact business name on Google. Read every result. Any variation in name, address, or phone number is a fix you need to make today.
Your website supports your GBP ranking as a secondary trust signal. Google uses it to verify that your business exists where you say it does and serves what you say it serves. Two website changes produce the highest impact for painting contractors.
Location pages for every city you serve. If you take jobs in multiple cities, build a dedicated page for each one. A page titled "Exterior Painting in [City], [State]" with 400+ words of location-specific content will outperform a generic homepage for that city's searches. A painting company serving 6 cities in the Dallas metro built separate pages for each, organic traffic from those cities increased 180% in 90 days.
Each location page should contain: the city name in the H1 and page title, a description of services you provide in that area, mention of at least one local landmark or neighborhood, and an embedded Google Map showing the area.
LocalBusiness schema markup. Schema is structured data that tells Google your business type, location, hours, and service area in a format it reads automatically. Most painting contractor websites don't have it, which is exactly why adding it is a competitive advantage.
💡 Pro Tip: Embed a Google Map on your Contact page using your GBP address. This creates a verified connection between your website and your GBP listing that Google reads as a trust signal.
Action Step: Check your homepage title tag (the text shown in the browser tab). If your primary city and core service don't appear in it, that's your next fix.
Painting demand follows a seasonal rhythm most contractors know intuitively but rarely use strategically in their SEO. Aligning your GBP posts, website content, and keyword emphasis with seasonal demand lets you capture leads when they're ready to hire.
Spring and summer keyword focus (exterior demand peaks): "exterior painting [city]," "deck staining [city]," "fence painting near me," "power washing and painting [city]."
Fall and winter keyword focus (interior demand holds steady): "interior painting [city]," "cabinet painting near me," "living room repaint [city]."
Post on your GBP weekly, rotating through seasonal themes. GBP posts expire after 6 months, so consistency matters more than archive depth. I tracked post frequency against Local Pack inclusion across 40 clients over 6 months, businesses posting at least weekly appeared in the Local Pack 3x more often than those posting monthly or less.
🔥 Quick Win: Write one GBP post today focused on your highest-demand service this season. "Spring exterior painting now booking, [City], [State]" with a before/after project photo. Takes 5 minutes. Most of your competitors aren't doing it.
Action Step: Write and schedule one GBP post per week for the next 4 weeks. Each post should feature a different service and include a project photo.
You can't improve what you don't measure. Most painting contractors have no idea whether their local rankings are improving or declining week to week, which means they can't connect actions to results.
Track these three metrics every week without exception:
Standard rank tracking tools show your position as if the customer is searching from your office address. Customers don't search from your office, they search from their neighborhood, 3 to 10 miles away. Flento's Local Keyword Rank Tracker checks your Maps position from any zip code in your service area, showing you where customers actually see you.
📊 Flento Data: Painting contractors who check rankings weekly and adjust based on data show 2.1x faster ranking improvement compared to those who check monthly or less.
Action Step: Open your GBP Insights dashboard this week. Write down your current views and call count. Check again in 30 days after making changes from this guide.
Everything in this guide can be done manually, but manual is slow, inconsistent, and easy to let slip when you're running a painting business.
Flento automates the parts that require consistency: listing sync across directories (the Flento NAP Lock at scale), review request timing, GBP post scheduling, and rank tracking across your full service area by zip code.
Painters using Flento's Business Listing Management Software manage their GBP presence, citations, and review system from one dashboard. The ones who set it up right stop thinking about it weekly, they check results monthly.
The competitive advantage isn't any individual tactic. It's consistent execution of all of them. Automation is how you get that consistency without adding hours to your schedule.
✅ Done? See how Flento automates steps 8-12 for painting contractors → Start free →
How long does painter SEO take to show results? Most painting contractors see measurable GBP ranking movement within 30-60 days of correcting their primary category, completing their profile, and uploading fresh photos. Full Local Pack inclusion for competitive terms like "painters [city]" typically takes 3-6 months of consistent optimization. Citation fixes and photo updates are the fastest-moving levers, I've seen those produce ranking movement within 2 weeks.
What's the single most important thing I can do for my painting business SEO today? Fix your Google Business Profile primary category and complete every section. If you do only one thing, do this. An incomplete profile with blank services, no photos, or missing hours is leaving ranking potential on the table that your competitors will eventually take.
Does painter and decorator SEO work differently from standard painter SEO? Yes, slightly. Painter and decorator search terms are broader and more design-oriented. Add "Interior Decorator" as a secondary GBP category. Target "painter and decorator [city]" as a dedicated keyword cluster alongside your contractor terms. Include portfolio elements that demonstrate decorative painting and color work, not just standard coverage jobs.
Should I use keywords in my painting business name on Google? No. Adding terms like "Best Painters" or "Top Painting Contractors" to your GBP business name violates Google's guidelines and frequently triggers profile suspensions. Use your exact legal business name. The same applies to painter and decorator businesses, no keyword additions to the business name field.
How many Google reviews does a painting business need to rank? There's no minimum review count required to rank in the Local Pack. Review recency and response rate matter more than total volume. Focus on getting 5-10 new reviews per month consistently, a steady stream over 6 months outperforms a one-time burst of 30 reviews followed by silence.
What's the best way to get more calls from Google Maps as a painting contractor? Complete your GBP profile, upload before/after photos weekly, respond to every review within 24 hours, and post on GBP at least once per week. These four habits consistently produce the highest call volume increase for painting contractors in the first 90 days of consistent execution.
Should I hire an SEO company or expert for my painting business? For a single-location painting contractor, the highest-impact work, GBP setup, photo uploads, review requests, and citation fixes, can be handled in-house without hiring anyone, especially with software that automates the repetitive parts. An SEO company or freelance SEO expert earns its cost once you're running multiple crews across several markets, want ongoing content and link building, or simply don't have the hours to run the fundamentals consistently. Before paying anyone, confirm they'll start with your GBP category and photos, not a generic package that skips the fundamentals covered in this guide.
