Local searches by internet consumers grow each day. In fact, they already comprise 46 percent of all Google searches. In the home service industry alone, focusing on national SEO makes little sense, especially with your geographical reach being inherently restricted. Many local businesses struggle to make any kind of impact with a national SEO campaign due to the competitiveness in this market, and the fact that such a campaign won’t be targeting customers who can actually use your services.
Local SEO services focus on placing your business in local directories, gaining local reviews, and targeting customers in your service area. With more customers now searching for services online, this type of campaign will help you to gain an advantage over your competition, boost qualified leads, and increase sales.
A Better Spot in Search Engine Results
You might have already noticed that local results are prioritized in a three-pack listing at the top of the results page. By working on your local SEO, you can improve your ranking in the local listings and therefore increase your reach in your service area. Potential customers in your locale will see you foremost among your competitors.
Reach a Targeted Audience
When someone includes a geographical location in their Google search, it’s likely they’re searching for services that they need and are convenient for them to use. These types of customers are more likely to reach out to companies they find online compared to those who are completing generic searches. By altering your campaigns to reach this targeted audience, your business will reach those who are more likely to convert into a sale.
Of course, the challenge when trying to focus on national SEO is outdistancing a huge number of other businesses all trying to do the same thing. Especially as a local service, this means you’re not likely to make any headway against the competition and are probably just throwing money down the drain.
On the other hand, the number of competitors is much smaller with local SEO, especially considering how few companies actually use it. With local SEO, you have the chance to stand out among the local competition and gain the qualified leads in your area.
Improve Mobile Traffic
Thanks to the increase in digital handhelds, mobile platforms predominate local searches. People are looking at nearby businesses when on the go. Indeed, Google discovered that people who complete a local search on their device visit a store within a day. If your home service business is ignoring local SEO, you’re probably missing out on large volumes of mobile traffic.
Mobile device searches are set to grow even more and significantly outpace desktop searches. Ensure your digital marketing strategy is focusing on local SEO to take advantage of these opportunities.
It’s important to understand, however, that local SEO isn’t just about rankings. It’s also about culling positive online reviews and testimonials from your established customers. When searching on Google, you can easily see the reviews section for every business. Customers will be making judgements about your brand based on this rating, even if they’re not actively searching for testimonials.
A good reputation within your community or target audience fosters credibility and trustworthiness in the eyes of future customers. Such a reputation can come through word of mouth, but with reports showing that 88 percent of consumers are inclined to trust online reviews as much as a personal recommendations, it makes sense for your home service business to rely on local SEO to show off written testimonials.
If your home service business is ready to dominate in local SEO, speak to a reputable online marketing company. They’ll be able to help you reach your goals with a targeted action plan.
Sources: How Important is Local SEO to Your Business? SmallBizTrends.com Why Local SEO is About to Become Even More Important, Entrepreneur.com