DFW Contractor Local SEO: What 13,579 Businesses Reveal

We pulled the Google Business Profiles of 13,579 home-service contractors across the Dallas–Fort Worth metro and live-checked more than ten thousand of their websites. The short version: almost everyone has a solid star rating, and most are one or two fundamentals away from where they want to rank. Here's the data.

Finding 1 — 29% of DFW contractors have no working website

Nearly a third of contractors in the Dallas–Fort Worth metro have no website a customer can actually reach. Twenty percent list no website at all on their Google Business Profile. Of those that do, 11% list one that fails to load — expired domains, dead hosting, parked pages. For a homeowner mid-search, both look the same: nothing to click.

Finding 2 — More than half have no local schema

Of the 10,828 contractor websites we live-checked, 55% have no local business schema on their homepage — and 39% have no structured data at all. Schema is the code that tells Google exactly what a business is, where it works, and what it does. Without it, Google guesses from the page text. With it, Google knows. It is one of the cheapest ranking signals to add and one of the most commonly skipped.

Finding 3 — The review count is thinner than you'd think

The median DFW contractor has just 33 reviews, and 45% have fewer than 25. Reviews are one of the strongest local ranking signals there is, and most of the market is sitting on a thin count. That's not a weakness — it's the opening. The bulk of contractors are bunched in the low-to-middle range, which is exactly where a steady review push moves you up fastest.

Finding 4 — Star rating tells you almost nothing

The average star rating across all 13,579 businesses was 4.72, and 84% were rated 4.5 or higher. Nearly everybody looks good. Which means the rating on your profile is not what separates the contractors getting calls from the ones getting skipped — it's table stakes. The differentiators are the ones above: a website that works, schema that speaks to Google, and enough reviews to clear the field.

What this means if you're a DFW contractor

Put the four findings together and the bar in this market is low. A meaningful share of your competitors have a broken website or no website at all, more than half are missing schema, and most have a thin review count — and they all have roughly the same star rating you do. The gap between page one and page three isn't talent or trucks. It's a handful of technical fundamentals most contractors never get around to.

That's the whole thesis behind how we build. A local lead site ships with real city pages and clean schema on day one. We track every keyword on a geo-grid so you can see the map go from red to green. And the fastest way to find out where you stand against this data is to run your own site through the free SEO audit — it checks the same things we measured here.

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