What is Local SEO and Can it Work for Your Home Services Business?

What is Local SEO and Can it Work for Your Home Services Business?

If you’re a home services provider in 2018, you know that customers are using the internet to find you, specifically, search engines. But even though you know that search engines are an important tool for reaching future clients, you might not know how to show up in the search results. That’s where SEO, and more specifically, local SEO, comes in.

What is Local SEO?

We’ve got to start by defining the component parts:

SEO is an acronym for Search Engine Optimization. What that means in non-robot/internet nerd terms is that the content, for example, a website or website page, is optimized for search engines to read, understand, and categorize the content.  

We don’t want to insult your intelligence by defining what local means, so we won’t. But adding those two together, local SEO means search engine optimization for local search results. So, “West Michigan roofers” or “Grand Haven landscapers” or “Grand Rapids area remodelers.”

Why is Local SEO Important?

As a home services provider, you serve a specific area, or specific service areas. You want customers within that area, and potential customers want a service provider in their local area. No one wants to have to wait for two hours for a service provider to drive to them for an emergency repair, they want someone in their town. That’s why local SEO matters, so people in your area can find you. They are searching for service providers and using location indicators in their searches: “roof repair near me,” “roof repair Muskegon,” etc.

Local SEO is also crucial for getting to the top of that search results page. There are thousands, perhaps millions, of service businesses like yours in the world, and they’re all trying to rank for the most common keywords for your industry. That’s a lot of competition, and you’d have to pour in more time, energy, and money than it’s worth to end up at the very top of the page for a general keyword like “roofing” or “landscaping.” We say, when the odds aren’t good, make better odds (not like the Tonya Harding/Nancy Kerrigan thing though, just to be clear). You might not be competitive globally for your industry keywords, but you can be locally, and that’s where your client base is, anyway. You can rank first for “remodeler Cedar Springs,” because your competition is going to be only a handful of other local contractors.

Local SEO is one of the best ways for home services pros to reach future customers, so if you’re ready to start implementing local SEO best practices, you need to get in touch. Contact us to discuss your online presence, website, and digital strategy. And if you’re looking to learn more about inbound marketing, check out our sassy, irreverent, and a little bit funny smartass guide to inbound marketing below:

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Turning Home Services Clients into Repeat Customers

Turning Home Services Clients into Repeat Customers

Repeat customers are the best customers. When it can take weeks or months to develop a relationship with a new customer and win their business, it follows that maintaining that good relationship is a lot easier than building a new one, for you and the customer. So what does it take to keep home services clients coming back?

Do Good Work

This isn’t exactly marketing-related, or a secret, but the best way to get repeat customers is to do a great job. If people are happy with the quality of the service they’ve received, when they need that service repeated, they’ll want to call you.

Follow Up

Even though you know that you and your employees do good work, you can ensure that customers are satisfied with a quick follow up message to thank them for their business and to get feedback. If a customer is unsatisfied for whatever reason, you can address it right away and leave them with a good feeling about your customer service.

Send Reminders

Ever get postcards or emails from your dentist saying that it’s time for a checkup? Chances are that you have and that it probably even prompted you to make an appointment. Many home services could benefit from a similar approach, especially with the seasonality of most home services work. If you’re a roofing company, send out a reminder every fall for gutter cleaning or pre-winter roof inspection.

Provide Expert Info

Trust is crucial to retaining customers and developing repeat business, and one of the ways you can do this is by providing relevant, expert information on topics related to your services. You should regularly share and publish content that pertains to your services, so if you’re a roofer, content on roofs and roofing: how to winterize your roof, how often to replace shingles, what are the best roofing materials, how often to clean the gutters, etc. Your customers will appreciate that you share your knowledge and will come to trust your expertise.

Offer Incentives

If you want customers to come to you the next time they’re in need of the services you offer, give them an incentive, whether a coupon for a discount on future services or a gift card to a local restaurant when they book a repeat service. These incentives will help your clients feel like they’re getting a good deal and that their business is appreciated.

You can use digital content such as blogs, digital newsletters, and email mailing lists to enact these strategies and create repeat and lifetime customers. Want to know how? We can help.

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