Built-Right Digital Doubles SEO Team to Boost Home Services Contractors Nationwide

Built-Right Digital, a Dallas-based agency that works exclusively with home services contractors, doubled the size of its dedicated SEO department earlier this month in a move the company frames as a direct response to rising paid advertising costs and rapidly shifting search engine behavior.

The expansion, announced March 5, targets contractors in trades including HVAC, plumbing, roofing, electrical work, and remodeling. Rather than increasing headcount across general marketing functions, the agency concentrated its growth specifically in organic search, bringing on what it describes as top-tier SEO talent to handle both local search optimization and the growing complexity of AI-driven results in platforms like Google.

President Kayce Marty connected the hiring push directly to client ROI. "We are doubling down on our SEO capabilities because our clients deserve the highest possible return on investment," Marty said. "While paid ads remain a crucial part of the marketing mix, a dominant organic presence is the ultimate foundation for long-term, sustainable lead generation. By bringing on more top-tier SEO talent, we are equipping our home service partners with the exact resources they need to outrank the competition, secure high-quality exclusive leads, and scale their businesses faster this year."

The tension Marty identifies between paid and organic channels is a real pressure point for small and mid-sized contractors. Google Ads costs in high-intent local service categories have climbed steadily, and agencies positioning around organic search are betting that contractors who rank well in standard results and in generative AI summaries will face lower long-term lead acquisition costs than those dependent on pay-per-click campaigns.

Built-Right Digital's framing of the expansion explicitly calls out generative search as a factor, noting the team growth is designed to keep contractor clients visible as both Google's traditional algorithm and its AI-powered search features continue to evolve. What specific techniques the enlarged team will deploy for AI search optimization, whether structured data strategies, content optimization for large language model visibility, or other approaches, was not detailed in the company's announcement.

The agency has not disclosed the exact headcount before or after the expansion, the geographic distribution of new hires, or which specific client accounts will see the earliest impact from the enlarged team. Those details, along with any client performance metrics that would substantiate the promised ROI improvements, remain outstanding. What the company has committed to publicly is a bet that organic search infrastructure, built now while generative search is still maturing, will deliver compounding returns for contractors who might otherwise keep funneling budget into paid placements.