Running a business, finding new customers, and generating revenue every day is a challenge in itself for small business owners such as tradesmen. However, boosting online presence and finding a place on the first page of Google is a different ball game altogether. But increasing digitisation and customers searching for businesses online, has made it imperative for small business owners to improve their SEO strategy.
As a business with local clients, the focus of tradesmen and home improvement businesses should be on local SEO to gain more customers locally. This is because there is no point in wasting money and energy on promoting your trades business globally when you are planning to provide services to local customers.
If you are looking to boost traffic on your website and find more customers/leads, then you have come to the right place. In this article, we will discuss a few strategies to boost local SEO for tradesmen and home improvement businesses. But before that, let us briefly discuss local SEO.
What is Local SEO?
Local SEO helps in optimizing the web presence for attracting more customers from relevant local searches on the search engine. Of course, a website will allow you to target the entire world. But local SEO is more focused on ranking your website/online presence in your local area.
Using local SEO strategies is an excellent way to promote your local business online, as it helps tradesmen and home improvement businesses to promote their services to local customers at the exact time they are looking for them online.
Local Snack Pack vs. Organic Results on Google
It is important to understand that there are two distinct sets of search results on Google. These two results include
- The Snack Pack Results
- Regular Organic Results
Google Snack Pack is the rectangular-boxed area which appears on the first page during a Google search. It displays the top three local business listings. These top three business listings are the most relevant results based on the user search inquiry.
Google snack pack results are based on local SEO. Thus, allowing you to list your tradesmen and home improvement business in the top three rankings of Google snack pack with an effective local SEO strategy. Moreover, with 33% of the clicks going to the local snack pack results, it is an important piece of real estate for your business.
Just below the Snack Pack results are the regular organic results. In comparison to the 33% of the clicks of snack pack, 40% of the clicks goes to the regular organic results. Therefore, ranking your tradesmen and home improvement businesses in both these results will pay good dividends for your small business. This is where Local SEO becomes important.
Before we get started with an effective local SEO strategy.
It is important to get the basics right before putting your effort, time, and money into local SEO strategy.
If you do not have a website that is good enough to rank on the first page of Google search, then there is no point in spending your time and effort on improving local SEO. This means that you need to have a website that is mobile responsive, has a faster load time, and uses keyword optimized content with backlinks.
Having a mobile responsive website is crucial because it increases the chances of mobile users contacting your business. As many as 61% of mobile users will contact your business if your website is mobile responsive.
Moreover, it is important to have a professional-looking website. If the website for your tradesmen and home improvement business does not offer a soothing look and feel, visitors are more likely to abandon it and not visit ever again. Therefore, make sure you have a responsive and professional website for boosting the presence of your business online.
Let’s get started with an effective Local SEO strategy
1. Responsive and Faster Load Time
As discussed, it is imperative to have a responsive website with a faster load time. If it is not then it should be the first thing on your mind. To check the responsiveness of your website, simply try to open it on your mobile devices such as smartphones, tablets and check whether it is mobile-friendly or not.
In case if your website is not responsive, you can hire a digital marketing agency to make it mobile-friendly. And if you feel that you need to redo the website all over again, do it without giving it a second thought. Because in the end, it is worth finding the place on the first page of Google search results.
For testing the load time of your website, you can use a free tool known as Pingdom. If the load time of your website is less than three seconds, then it is good. If the load time is around four seconds or higher, try to optimize your website and bring it down to three or less than three seconds.
As many as 40% of the visitors on your website will abandon it immediately if the website fails to load within the first three seconds. In addition to optimization, using a reliable web host can also reduce the load time of your website.
2. Google My Business
If you have not already, make sure you list your tradesmen and home improvement business on Google My Business. It is a free and easy to use tool that allows you to manage the online presence of your business across Google, including Maps and Search.
For boosting your website ranking on both organic results and snack pack, having a presence on Google My Business is of utmost importance. Moreover, setting up Google My Business is as simple as creating a profile on Facebook or Instagram. Therefore, it shouldn’t take you more than a few minutes.
3. Local and Relevant Directories
Free local and relevant directories is another important factor for boosting the local SEO of your website. Directories such as Yelp and others offer a good way to get additional exposure for your website. Moreover, adding your business website to such directories will not cost you anything. But even then you will get excellent visibility and backlinks for your website.
Get listed on as many local directories as possible. And there are several business directories available for tradesmen. Bark, OnlineTradesmen, Local Heroes, TradesConnect, and Tradesmen – to name a few. Check out this extensive research on business directories for tradesmen in Ireland. The more directories you list your website on, the more traction and backlinks you can create for your online website.
A backlink is an important indicator that tells the search engine that your website is a reputed and trusted one. Therefore, having quality backlinks for your website increases the chances of getting it listed higher during user search.
4. Use Social Media
Tradesmen are so busy offering services to their customers that they forget having a social media presence for their business.
Social media platforms can serve as a great tool for generating leads for your tradesmen and home improvement business. While it might not help you boost the local SEO of your website directly, it will certainly help you build more trust among consumers who are looking to hire services like yours.
When people talk about your services on social media platforms such as Facebook, Instagram, and others, it helps google recognize that your business is trustworthy. Thus, increasing the ranking of your website indirectly.
However, when you make a business profile on these social media platforms, make sure that you fill out all the information accurately. You do not want to lose out on a potential customer to inaccurate information.
5. Local Citations and NAP
Local citations are online mentions about your business on the internet from credible sources. Websites such as Golden Pages and YourLocal, allows you to create these online mentions for free of charge. Therefore, make use of every mention that you can create on the internet. These mentions will usually discuss your business name, address, and phone number, which is collectively also known as NAP.
NAP is the most important thing that customers will look at during an online search. For tradesmen – who work as plumbers and electricians – it is a disaster to not provide correct contact information. Because it can be an emergency, make sure you include correct and consistent information everywhere.
6. Keyword Research
Keyword research is an integral part of your efforts to boost the local SEO of your business website. Without using the right keyword in your content, you cannot rank your website higher on Google search engine. However, how do you know which keywords will help you rank your website higher for both snack pack and organic results?
Local keyword research is not difficult at all. For most local businesses, the primary keywords are quite obvious. Let us assume that you are an electrician in Dublin. How do you think people will search for electrician services?
They might probably go for something like this –
- emergency electrician services in Dublin
- electrician in Dublin
- where can I find an electrician near me in Dublin
There is one thing common in all of the above examples. Service in Location (SiL). You can generate local keywords quite easily. Just think of the service and the location where you offer your services and then merge it.
If not, you can also use a simple tool for generating keywords. Just enter the services and the location and the tool will generate keywords for you.
While the above-discussed method is good for local SEO and higher ranking in a snack pack, you will need a more targeted keyword research strategy for achieving a higher ranking in organic search results.
Several tools can help you find targeted keywords for higher ranking in organic search results. These tools include Ahrefs and Ubersuggest. These tools will help you extract targeted keywords. Moreover, you can also use these tools to find out the keywords that your competitors are using.
7. On-page SEO
On-page SEO includes various things such as –
- Including the keyword in H1
- Writing enticing meta descriptions
- Using alt tags for images
- Keyword in the title tag
- Using short URLs
- And using the keyword in URL
Effective on-page SEO helps the search engine in ranking your business higher on search results in comparison to your competitors. Thus, allowing your tradesmen and home improvement business to acquire more leads.
Local tradesmen will rarely work outside of their city. Therefore, it makes all the sense for them to focus mainly on local SEO rather than going for worldwide domination. Moreover, with the majority of their competition in their local area, having a higher ranking on snack pack becomes more crucial.
Of course, doing all of the above steps as discussed will take a lot of time and effort. But think how many people would go past the initial three results on snack pack ranking?
Therefore, if you can get a place for your business on that precious piece of real estate, there is no limit to the growth of your business. If you do not have the time to boost the local SEO of your business, you can always hire a digital marketing agency for tradesmen. And remember, for all the costs you might incur, it is all worth it if you can achieve a higher ranking for local search results.