Boost Your Service Area Business with These Proven Organic Search Strategies
By Dipa Gandhi
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Organic search is a powerhouse for service area businesses (SABs) like roofing, painting, plumbing, and landscaping. If you’re relying heavily on paid ads to drive traffic, you’re missing out on a goldmine of local leads from people who trust organic search results. Harnessing the full potential of organic search allows you to capture high-quality leads while establishing long-term visibility without a perpetual ad spend.
Why Organic Search Matters for Service Area Businesses
Let's face it—when was the last time you clicked on the second or third page of search results? Your customers are no different. Studies show that 75% of users never scroll past the first page of Google results, meaning your ranking on page one is crucial for visibility.
Being found organically, especially through your Google Business Profile (GBP), signals to potential customers that your business is credible, trusted, and local. Local searches with high intent (like “roof repair near me” or “plumber in [city]”) connect searchers with immediate needs to services you provide. So how do you make sure your business stands out?
Step 1: Optimize Your Google Business Profile (GBP)
Your GBP is often the first impression potential customers get of your business. It's where they find essential details like your contact information, reviews, and even photos of your work. A fully optimized GBP can make the difference between winning or losing a lead.
Best practices:
- Accurate Information: Ensure your name, address, and phone number (NAP) are consistent across all platforms.
- Categories: Choose the right categories to reflect the services you offer. For example, a landscaper might add “landscape designer” and “lawn care service” to cast a wider net.
- Posts and Updates: Regularly update your GBP with new posts about services, promotions, or company updates. This signals to Google that your business is active.
- Reviews: Request authentic reviews from satisfied customers and respond to them promptly. According to BrightLocal, 88% of consumers trust online reviews as much as personal recommendations.
Real-life example:
A cleaning business in Austin saw a 50% increase in inquiries within three months after fully optimizing its GBP. By actively updating their profile and collecting reviews, they boosted their organic visibility for highly competitive keywords like “house cleaning Austin.”
Step 2: Create Localized, SEO-Friendly Content
Your website is the engine driving organic traffic, and content is its fuel. But it’s not just about producing any content—it’s about creating localized, SEO-optimized content that answers the questions potential customers are asking.
Best practices:
- City-Specific Pages: Create individual landing pages targeting specific cities or neighborhoods. If you’re a plumber serving multiple areas, have a dedicated page for each region, like “Plumbing Services in Denver” or “Emergency Plumbers in Boulder.”
- Long-Tail Keywords: Incorporate long-tail keywords (phrases of three or more words) to target searchers with specific needs, such as “best emergency roofer in [city].” These keywords not only rank better but also attract highly qualified leads.
- Local Case Studies: Showcase your work in the local community by featuring case studies or testimonials from happy customers in different neighborhoods.
Real-life example:
An electrician in Miami wrote blog posts detailing common electrical issues in older Miami homes. These hyper-localized posts positioned the business as an expert, increasing organic traffic by 30% within six months and attracting high-intent leads.
Step 3: Build and Leverage Local Backlinks
Backlinks from credible, local sources enhance your website’s authority in Google’s eyes, helping you rank higher in search results. Think of them as endorsements—when a reputable website links to yours, it’s a signal that your business can be trusted.
Best practices:
- Local Business Directories: Ensure your business is listed in local online directories, such as Yelp, Houzz, and the Better Business Bureau (BBB). Each of these provides valuable backlinks that improve your SEO.
- Community Involvement: Sponsor local events, charities, or sports teams and ask for a backlink in return. This not only boosts your SEO but also enhances your brand's visibility in the community.
- Press Coverage: If your business is doing something noteworthy, like expanding your service area or launching a new service, reach out to local media for coverage and a link back to your site.
Real-life example:
A small landscaping company in Atlanta secured backlinks by sponsoring a local youth soccer team and writing a guest post for a community gardening blog. Within a year, their organic traffic doubled, largely due to these highly relevant backlinks.
Step 4: Maintain Your NAP Consistency Across the Web
Your name, address, and phone number (NAP) must be the same across every digital platform, from your GBP to your Facebook page. Any inconsistencies can confuse Google’s algorithm, which can hurt your search ranking.
Best practices:
- Audit Your Listings: Use tools like Moz or BrightLocal to audit your business listings and ensure they’re consistent.
- Update Regularly: If you change locations, phone numbers, or even business hours, update every online profile, including your website, GBP, and any local directories.
Real-life example:
A painter in San Diego realized his business phone number was incorrect on several directory listings. After correcting this, his organic leads improved by 25%, as potential customers were able to reach him more easily.
Stronger Call to Action (CTA)
Ready to capture more leads through organic search? Start by auditing your Google Business Profile and website content. Need help? 99 Calls can optimize your GBP and website to increase visibility and get your phone ringing with local leads. Get in touch with us today to schedule your consultation and start leveraging organic search for long-term growth.
