Whether plumbing, HVAC, roofing, or pest control, anyone who needs home services assistance will likely turn to one place: Google. Thats why home services marketing is so important.
That’s why in the home services industry, marketing success depends almost entirely on Google’s search engine. Most searches for local contractors happen on Google, and most customers will compare the services of the companies that pop up on the first page of results.
This means that if you’re a home services small business, you can’t afford to ignore search engine optimization (SEO). You need to be competitive in the Google rankings to reach more customers and grow your business.
Let’s explore everything you need to know about using Google to promote your home services company.
Google Business Profile
If you’re a local business, a Google Business Profile is non-negotiable. A Google Business Profile displays essential information about your company — all in one place. Just seconds after making a Google search, customers can read all the key points about your business, from online reviews to hours of operation. They can also contact you directly from the listing.
Creating a Google Business Profile for your home services company can also boost your SEO. It increases your chances of showing up when people make local searches, such as “plumber near me” or “roofing contractor Las Vegas." Once people find your business, a listing establishes your authority in the field and makes it clear you’re a company people can trust.
Claiming your listing on Google Business is just the first step. Then, you can optimize your profile to improve your ranking. After all, you’re not the only Google Business Profile in your service area. So how can you make sure your business rises to the top?
Here are some ways to optimize your listing for better performance:
- Add a clear and detailed description.
- Use target keywords throughout your description.
- Update your business information (hours, website, etc.) regularly.
- Include high-quality, up-to-date photographs.
- Respond to customer reviews, positive or negative.
- Answer questions in the FAQ section.
Search Engine Optimization (SEO)
Most home services customers turn to Google when they need help. But you’re not the only business in your service area, which means you’ll be competing with many other companies for the top ranking in the search results. The first page of Google search results captures 92% of all traffic, with the #1 ranking taking 32.5%.
Getting on the first page of the search results for relevant keywords — and getting as high up that list as possible — can make or break the growth of your business. But how do you “hack” the Google algorithm?
The answer is search engine optimization (SEO). More specifically, local SEO. For home services businesses, you want to target a very specific local audience.
Understanding the Algorithm
Google’s algorithm considers dozens — if not hundreds — of factors when deciding its rankings. The results for the exact same keywords can even differ depending on the person searching. That’s because the factors can include the user’s location, device, and even their search history.
This ever-evolving algorithm makes it hard for businesses to keep up. While Google’s search results might be complicated, there are still a set of best practices to help any business stay on top of SEO.
Here are some factors to consider for a complete local SEO strategy.
Keywords
Google’s search algorithm typically pulls from a business’s content. That can mean website copy, blog article content, descriptions on your online profiles, URLs, and more. To optimize this content, you need to include the right keywords.
Essentially, you’ll want to include the same keywords your customers are searching for. For example, if customers are frequently searching for the term “HVAC repair near me,” you should aim to include this in your content.
Of course, it takes more than just one keyword to make an SEO impression. There are high-competition keywords, which may be harder to rank for. And there are more specific keywords, which are easier to rank for but may not have the same popularity. It takes a mix of high, medium, and low competition keywords incorporated throughout your content.
There’s also the question of long-tail and short-tail keywords. A short keyword could look like “leaky faucet repair.” A long keyword, on the other hand, can look more like a sentence — “How do I fix a leaky faucet?”
You may already have a few ideas of words or phrases customers commonly search for in your area. But you can also use keyword searching tools, like Google Ads Keyword Planner, to create a complete list of target keywords.
For home services businesses, you’ll want to focus on service-related keywords. Be as specific as possible with the services you provide. For example, “unblocking toilet,” “termite treatment,” or “air duct installation.” Then, add a location component, like “water heater repair near Phoenix.”
Backlinks
Google also considers trust. The more trustworthy your site appears, the higher it’s likely to rank. One of the ways to build trust with the algorithm is by growing your backlinks.
Backlinks are links on one website that go to another website. For your SEO strategy, that means links on other websites that link back to your website. The more of these you have, the more reliable you’ll appear to the Google algorithm.
However, not all backlinks are created equal. Getting backlinks from high-authority sites will be worth a lot more than smaller websites. And getting links from low-authority, spammy sites can actually tank your website’s authority.
Getting these kinds of backlinks isn’t easy, but there are ways to make it happen. Reach out to local journalists to cover your business, write guest posts on authoritative home services blogs, and encourage more online conversation around your business.
User Interaction
The more people engage with your website, the better you’ll do in Google’s algorithm. Factors like high click-through and low bounce rates — which means people click on your website and stick around — will help you rank higher. User- and mobile-friendly websites also get a boost in the algorithm.
Google Ads
Google ads are essentially paid listings that land you at the very top of the search results for a specific keyword. They have a pay-per-click (PPC) system, which means you only pay for the customers who click on your advertisement.
Google ads aren’t the right choice for every business. But for the home services industry, they can be especially effective. That’s because most people who need home services need help right away. They may not have the time to research and compare dozens of options in their area — they want to find the best option as quickly as possible.
So when you place yourself at the top of the search results, you’ll likely catch people's attention first. If you have a professional website, detailed service pages, and great reviews to back it up, there’s a good chance you’ll make a booking.
Using Google’s Algorithm to Your Advantage
For local home services businesses, mastering Google is the key to growth. Google search results are where all your potential customers will be, so make sure you’re there to greet them.
Google’s search system might seem complicated. But by using the right SEO practices, you can stay on top of the algorithm and even use it to your advantage.
Ready to make your mark on the Google rankings? Our all-in-one marketing solution includes SEO and content marketing strategies to help you compete in the crowded home services industry. Learn more about what we do, or get started with us today.
