Search engine optimization is more than just a trend that some businesses are investing in. Like other forms of digital marketing, content creation and mastering local SEO is paramount in today’s marketplace. How can you make the most of SEO marketing for home service companies?
Not only does SEO have a solid return on investment, but it positions your business as the go-to for your local area.
The truth is that small actions can yield huge dividends when it comes to securing leads and converting prospective customers into buyers.
If your home service company has been thinking about investing in content marketing and a stronger SEO presence on Google, here are seven small actions you can take today.
1. Claim Your Google Business Profile
Your Google Business profile (formerly Google My Business) is key to helping potential clients find you online. We all know that Google is the place most people turn to when they want to find home services in their area. Some may use review sites specifically targeted toward homeowner reviews (like Angi), but Google is likely a top source of traffic.
How much traffic comes to you from the search giant?
It turns out that roughly 87 percent of consumers are headed here first before they purchase from a local business. That is a huge chunk of traffic, compounded by the fact that 18 percent of local searches result in a purchase within a day.
Couldn’t your business use some small subsection of that traffic?
Your home service business should make good use of every piece of data Google asks you to enter when creating your business profile. That means phone numbers, addresses, hours, websites, and categories. This enables them to show your location on Google Maps which has a significant impact on how people find you locally.
2. Find Keywords with Local SEO Services
The truth is that SEO marketing for home service companies means that you need to figure out what people are looking for when they need a business like yours. Local customers may search based on geographic area. They also search for a specific service that they need, so what does your business specialize in?
Knowing what you offer that sets you apart from the competition is a crucial component of a strong SEO strategy. After all, you might rank for unique keywords that your competitors don’t even try to target.
For example, an HVAC company might focus more on routine and preventative maintenance compared to an emergency service that is available around the clock.
A digital marketing agency should listen to what makes you unique and then find keywords that resonate with a potential customer.
There’s an art to finding local SEO solutions: you want keywords that have high traffic volume but low competition. You also stand a greater chance of positioning yourself to local customers with long-tail keywords as opposed to short phrases that are broader in nature. (See our full guide on how to choose keywords for SEO here.)
3. Establish Yourself as an Authority
Search engine optimization isn’t just about showing people keywords that tell them about your business. While the words you use to describe your home service business are important, it’s not as critical as letting your clients know that you’re an authority and expert in your field.
People feel good about buying from businesses that prove they know what they’re talking about. Providing them with a free source of content allows homeowners to evaluate whether they trust your business. With a checklist, blog, or infographic, you can show them that you have the skills they need to get the job done.
More than that, you prove that you can get the job done right – the first time around.
Not to mention, Google has an important ranking factor known as E-E-A-T (which stands for Experience, Expertise, Authoritativeness, and Trustworthiness). When you create content that matches what people are looking for and it shows your relevant experience and expertise, you’re more likely to rank toward the top with home service SEO.
4. Pay Attention to Website Design
Think your home service business only needs to do thorough keyword research to start ranking, even if your website is less than aesthetically pleasing? While your site can be as ugly as they come, there are some aspects of website design that Google pays attention to when it comes to your ranking.
These factors are often collectively referred to as technical SEO.
First and foremost, home services companies need to make sure that their website loads quickly and doesn’t cause unnecessary bounce from clients who aren’t willing to wait around for images to process. You can test your website speed on sites like Pingdom.
If you find that it takes longer than two seconds, you have some serious work to do. You may need to take out bloated code or choose a WordPress theme that is more lightweight – all of which might be an opportunity for you to hire a developer before moving onto an SEO service.
Another important component of home services marketing is mobile optimization. How many people sit down with a desktop computer these days to look for a home service company? If you’re like most people, you look for a solution on the go from your smartphone while you multitask. A site that isn’t optimized for mobile means you miss out.
5. Leverage Your Reviews
One bad review can haunt home services companies for a long time, but the good news is that there’s a lot you can do to combat its aftermath. The first thing you can do is make a habit of replying to your reviews – the good ones and the bad ones.
This shows that you are active in your business, engaged with your audience, and demonstrates that you are indeed a real person.
People recognize that your business can be counted on to make things right. It also improves your search engine rankings. Reputation management is significant for the search engines.
A business that makes it a priority to respond to reviews promptly may find that they have a higher rank in the Map pack of top businesses in the area. One of the best local SEO tips is to engage with your customers. Request reviews when you know someone has had a good experience with your team.
And then respond to them and thank them one more time for their business.
Plus, people love to feel seen and acknowledged. If they took the time to leave you a review, then let them know how much you value any feedback provided.
6. Social Media Marketing for a Home Services Business
How many people are on social media these days? Leveraging social media marketing is crucial for small businesses and can go hand-in-hand with reputation management. An incredible 96 percent of small businesses have an online presence here and consider it an important part of their local SEO efforts.
Do you really want to be part of the 4 percent that’s missing out?
The same study found that almost three-quarters of shoppers check social media before they make a purchase or commit to a service. This is just as true for home service providers as it is for other industries.
Google says that it doesn’t include the number of followers or likes as part of your ranking factors, and it no longer uses social signals to boost businesses to the top of the SERPs. So why bother with social media at all?
Here’s the fact: your social media can still signal to Google that you deserve a top spot in the search engine ranking.
First, your Facebook or Instagram account can actually surface as its own result on the SERPs when someone looks for your business. Second, you can direct people back to your website from social media which drives engagement – which is a ranking factor for Google.
The more time people spend on your site, the more authority and relevance the search engine thinks you have. And as we already saw, E-E-A-T is an important part of your online presence.
So while a home service provider may not want to throw money at social media and digital marketing services, there is something to be said for doubling down on sharing at least occasional posts with a wider audience. You don’t have to spend all of your time here, but it could bolster a robust local SEO strategy.
7. Don’t Underestimate the Power of Email Marketing
Technically, email marketing has very little to do with your search engine optimization, but there’s still an important reason why your home service company should give a little love to your newsletter list.
First, email marketing moves people along your marketing funnel and positions you top of mind when they’re ready for your service. They have plenty of opportunities to see your expertise and experience with regular messages.
No, your backlinks in an email newsletter aren’t going to show up on Google. In fact, your email campaign doesn’t have any signal to Google at all. But that doesn’t mean it isn’t worthwhile. When people click the links in your email and spend time on your website, it boosts the relevance and authority factors on your site.
More than that, you’re already creating content for your website. Why not make it work harder by sending it out to people who don’t often check for your latest blog post?
Once you invest in a piece of content, you can make it earn its investment. Post it on your blog, cross-post it on your social media accounts, and send it out to your email list. Every opportunity for someone to see the expertise of your home service company is another opportunity to close a sale later on down the road.
This is how you get a stunning ROI from content marketing.
Get Online Visibility with Effective SEO Marketing for Home Service Companies
Is your home services company ready to find a local SEO service that understands the Charleston market? Effective SEO encompasses a wide range of factors, each of which compounds to give you a boost in the search engines – all without having to turn to paid Google Ads for increased traffic.
Creative Collective helps you run an effective content creation strategy by leveraging strong keyword research and consistent, high-quality content that establishes your business as an expert and an authority in your unique niche. We take the time to understand your business model and services as well as your customers to help you make better decisions.
The bonus? Search engine optimization usually has an ROI of $2.77 for every $1 spent. That’s money well spent.
When you’re ready to take on the challenge of SEO marketing for home service companies, you don’t have to go it alone. Reach out to us today for more information on how Creative Collective can supply you with local SEO tips to make the most of your digital marketing budget.