by Lorraine Ball
Locally owned home service companies face several significant challenges when it comes to moving to the top of search results.
• There are always a few well- funded national companies or franchises with very deep pockets. With multiple locations, and large advertising budgets, they can buy their way to the top of the page with advertising.
• Large local competitors have multiple employees who can amplify the company message by sharing content on social media.
• The low barriers to entry mean there are always lots of small companies competing for the same position as well.
Long Tail Keywords For Plumbers, Electricians, and Roofers.
So how does a home service compete with the big guys, the national guys and the little guys? Stop trying to be on page one for the same phrases everyone is searching for. Do your homework and find the long tail keywords that other companies are missing.
What is a long tail keyword?
Long tail keywords are actually phrases, sometimes three or four words, which are very specific to whatever you are selling
What is an example of a long tail keyword a contractor might use?
While a typical keyword or phrase for a contractor might be “contractor near me”, good long tail phrases are more specific, identifying the problem a customer is trying to solve.
• Furnace repair
• Second story is too hot
• Bathroom is too cold
• My air conditioner runs all the time
What is the benefit of using long tail keywords?
Typically when a customer is ready to make a purchase, they are likely to use the more specific keywords. You won’t reach as many people, but the ones you reach are more qualified prospects.
One of the other advantages you have as a local company is the ability to be a part of the community.
Use that local connection to your advantage. Be sure to list all the local towns you serve. This doesn’t mean creating a service page with essentially the same content for each town. Google sees right through that technique.
Instead use your blog post to create local stories. Feature employees who come from one neighborhood or another. Write case studies and be sure to list subdivisions or neighborhoods by name. These are relevant local hooks which can help you catch the attention of a search engine.
One of the best home service SEO strategies is to take your SEO plans to Google and build out your Google My Business Listing. This is the tool that fuels the map listing. Be sure your profile is complete, add pictures, videos, and special promotions weekly. Sure it takes a little effort, but if you want Google to notice you, play on their field, using their tool.
SEO is not like a programmable thermostat that you can set once and forget about. It is a marathon. And everyday day your competitors are adding content to their websites, pushing slightly ahead of you. In response you need to add or update your site as well.
It doesn’t always need to be completely new content, a new picture or adding just one paragraph will breath new life into a page, making it interesting for Google to make a return trip to your website. Plan to update something on your website every week.