Contractors Say Search Engines are a Critical Tool for Purchase Decision-Making

SYRACUSE, N.Y., Jan. 30, 2013 — /PRNewswire/ — When contractors need brand and purchase decision-making information, their go-to source is Google, according to the Connecting with Contractors survey from EMA Contractors, a specialty group at Eric Mower + Associates. In the second annual survey, 84% of contractors said they consider search engines to be their top resource, with 39% searching Google before choosing which tools and materials to buy.

“Search engine marketing has been an important part of any contractor marketing program for some time, but our research indicates that it is becoming absolutely critical,” said John O’Hara, EMA partner and leader of EMA Contractors. “With the emergence of social media, some brands have lost focus and aren’t paying enough attention to paid search and website/on-page optimization.”

More than 80% of all contractors surveyed said they turn to the web during the purchase decision-making process. General contractors are using search engines the most (96%), while more than three-quarters (80%) of plumbers, electricians and HVAC specialists use search. Here’s what they search for: