An analysis of 762 trade contractor websites across Idaho, from Boise's booming metro to the eastern cities.
“Boise contractors average 454 Google reviews but only 31 are listed — while Meridian has 145 contractors averaging just 275 reviews each.”
Idaho's contractor market tells a tale of two valleys. The Treasure Valley (Boise-Meridian-Nampa) accounts for 40% of all Idaho contractors, but the gap between Boise proper and its suburbs is striking.
Boise contractors average 454 Google reviews with 58.1% schema adoption and 90.3% SSL coverage. Meridian — just 11 miles west — has 56.6% schema and 275 average reviews. Nampa, another 10 miles west, drops to 48.1% schema and 165 reviews. Each step away from Boise's city center, the numbers decline.
Idaho Falls (44% schema, 74.6% SSL) and Pocatello (40.5% schema, 68.5% SSL) are significantly behind the Treasure Valley on every metric. Pocatello's 68.5% SSL rate means nearly 1 in 3 contractor websites show 'Not Secure' in the browser.
These aren't tiny towns — Idaho Falls has 67,000 people, Pocatello 57,000. But they're 3+ hours from Boise, outside the orbit of the state's marketing agencies and tech ecosystem. The digital divide follows the geography.
Coeur d'Alene, 400 miles north of Boise, outperforms expectations: 53.1% schema, 84.6% SSL, and 190 average reviews. The lakeside resort town's tourism economy brings higher web standards — businesses serving affluent vacationers invest more in their digital presence than those in agricultural communities.
Idaho's OG tag adoption rate sits at 3.1% — and Boise, the state's most digitally mature market, is at 0%. Zero. Not a single Boise contractor in our dataset has social media preview images configured.
This is the easiest win in digital marketing. A single meta tag — taking 30 seconds to add — transforms every Facebook share from a bare URL into a branded preview with your company name, logo, and a call-to-action.
Website health metrics across Idaho's seven major contractor markets.
| City | Total | Schema % | Sitemap % | Viewport % | SSL % | OG Tags % |
|---|---|---|---|---|---|---|
| Meridian | 145 | 56.6% | 62.8% | 77.9% | 88.3% | 2.1% |
| Idaho Falls | 134 | 44% | 44% | 59% | 74.6% | 3% |
| Coeur d'Alene | 130 | 53.1% | 56.9% | 71.5% | 84.6% | 2.3% |
| Nampa | 129 | 48.1% | 58.9% | 72.9% | 82.2% | 4.7% |
| Pocatello | 111 | 40.5% | 55% | 61.3% | 68.5% | 3.6% |
| Caldwell | 82 | 51.2% | 47.6% | 64.6% | 67.1% | 4.9% |
| Boise | 31 | 58.1% | 67.7% | 80.6% | 90.3% | 0% |
How Idaho's trade categories compare on digital fundamentals.
| Category | Total | Schema % | Sitemap % | OG Tags % |
|---|---|---|---|---|
| Construction & General Contractors | 293 | 49.1% | 51.5% | 4.4% |
| Landscaping & Lawn Care | 187 | 44.4% | 54% | 3.2% |
| HVAC Services | 150 | 60.7% | 64% | 2% |
| Roofing | 132 | 44.7% | 55.3% | 1.5% |
We analyzed 762 trade contractor websites across Idaho sourced from Google Business Profiles. Each website was audited for SSL certificates, XML sitemaps, robots.txt files, viewport meta tags, Open Graph tags, and Schema.org structured data markup. 625 sites had full technical audits completed. Data collected January–February 2026.
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Get Your Free AuditLast updated: February 2026