Home service businesses, such as electricians, plumbers, repairmen, and contractors, rely on the local market to attract customers. But these industries are ultra-competitive, making it extremely difficult for small businesses to strengthen their foothold in the market.
As a home service contractor, you must take a proactive approach to marketing your business to stay ahead of the competition. Fortunately, digital marketing offers ad strategies tailor-fit for local small businesses – starting with search engine optimization and pay-per-click.
Local SEO for Home Services
Homeowners are likely to consult the web when looking for home service contractors. When someone types “HVAC installation” or “garage door repair” on Google, the search engine algorithm will return results that’s geographically relevant to the user. So when you want to be on your target market’s radar, you need to rank higher on Google’s search results.
A local SEO strategy lets you compete for visibility in markets where larger competitors already have a dominant presence. Below are two critical tips to localize your SEO efforts.
- Submit your business to directories
Google uses various business directories to determine a brand’s authority in the marketplace. Ensure that you have listings on Google My Business, Bing, Houzz, and Better Business Bureau (BBB).
Google My Business should be your priority. It lets you compete for the coveted local knowledge graph that appears on the right side of the results page, earning your business more visibility.
Other online directories provide SEO value as well. These create backlinks to your website, showing Google that your business is worth linking, thus worth ranking.
- Add location pages to your website
Create pages to dedicated to different locations if you serve more than one area. Then optimize your content, metadata, and URL for that area. For example, if you’re offering home services in Tampa, write blogs that discuss the common problems of homeowners in the city. Include geo-targeted keywords, like “Tampa,” “Tampa Bay,” and “Florida” in the title tag, meta description, and body.
Adding a Google Map with a marker to each location page also increases the SEO value of your website.
Supplement your SEO strategy with a localized PPC campaign, further strengthening your presence in search engines.
Local PPC for Home Services
Because SEO is organic, it takes a while before your ranking increases. PPC ads help you draw traffic from those looking for your product or service, even if you’re not the top result on Google. Plus, one perk of PPC ads is you can set a budget cap to make sure you don’t overspend.
Follow these tips to implement a geo-targeted PPC ad campaign.
- Use the Advanced Location feature in Google Ads
Google Ads lets you target users by location according to different criteria: country, city, postal codes, and even proximity. Take advantage of the radius targeting option to make sure that you’re reaching people closest to your business address.
Enter the location that will serve as the center of the radius and specify the reach of your ads in miles or kilometers. For example, you can restrict your PPC ads within a 20-mile radius of Tampa.
- Gather local insights to develop relevant messaging
Google Trends shows how often a keyword is entered into the search engine in relation to the total number of searches during a certain period. It also lets you see which keywords are popular in specific regions or cities, letting you create accurately targeted ads.
Follow local news, events, and holidays when demand for different services and products spike, providing you an opportunity to boost sales. You also want to use terms that only locals know. For instance, “Cuban” is a word in Florida used to refer to sandwiches whereas “wedge” is for New York.
When done right, SEO and PPC both give home service businesses the chance to dominate the local market. To make the most out of these two strategies, make sure one supports the other through remarketing campaigns. Experienced digital agencies offer expert guidance, making sure you don’t miss valuable search engine clicks.
Trusted Digital Marketing Agency in Tampa
Your Preferred Agency is a full-service digital marketing agency in Tampa, Florida offering SEO, social media, web design, and PPC services. We help small and medium businesses compete with big names in their industry by boosting their online visibility. Once you’ve secured a strong ranking on search engines, you can expect a steady stream of website visitors whom you can convert into paying customers.
Schedule a free strategy call and let’s talk about how we can start growing your home services business.