Local Optimization: Getting Your Home Services Business on the Map
By Melissa Bellas
When was the last time you used Google to search for a business in your local area? In all likelihood, you’ve probably done it multiple times in the past week. You’re not alone! Research shows that 89% of consumers search for a local business at least once a week, with 58% searching at least once a day1. So when customers in your service area type “plumber near me” or “HVAC services” online, how do you get your business to appear in the top search results?
Local SEO (search engine optimization) is the solution. Whether it’s claiming your business’ Google My Business listing, including your business information on your website or even creating listings in online directories such as Yelp or Angie’s List, local optimization is all about gaining visibility where it matters most—in the areas you service.
It’s never been more important to have a local SEO strategy for your business with nearly 50% of all Google searches being local. Local SEO gives searchers and potential customers the information they need, when they want it and, perhaps most important, where they want it. When customers are already searching for businesses like yours, there is no better time to connect with potential customers. Even better, since these prospects have already expressed an interest in the services and products your business offers, they are presumably qualified leads that will likely yield a higher conversion rate.
Lead the Local 3-Pack
A vast majority of online experiences start with a search engine, which makes it extremely important for your business to be at the top of results pages. When it comes to local searches, there is no better spot than Google’s local 3-pack. This block of three results appears at the top of the listings page with a local area map, showcasing businesses relevant to the search query and criteria. With the local 3-pack appearing in 93% of local searches2, an unmatched opportunity to drive traffic to your site and generate more phone calls is presented. A recent study, in fact, found that 44% of people who performed a local search clicked on a 3-pack listing, while only 8% opted to load additional results3.
Tapping into the Mobile Audience
More and more customers are turning to the web to find local businesses—both on desktop, and increasingly, mobile—as the days of the printed phonebook are coming to a long-anticipated end. In fact, Google says that 50%–60% of global searches now come from mobile devices4 Users can find businesses on the go from anywhere, and at any given time. All it takes is a simple search via smartphone or tablet, which is especially good news for local businesses. Per a recent study, as many as 95% of smartphone users have performed local searches, of this number, 61% called the business5. You can’t afford not to connect with this ever-growing audience, with a considerable 78% of local mobile searches now resulting in offline purchases6.
Landing your business a top spot on the results page could be the difference in whether you acquire a new customer or close a sale, with so many people conducting local searches multiple times each day. There is a big opportunity to get ahead of competitors and stand out in local search results, social media platforms and even maps with less than 50% of businesses taking advantage of local SEO services7. Don’t miss out!
Every month, RedBrick Digital’s search engine marketing experts review thousands of data points to discover how searches are conducted and how to influence search algorithms. As a result, RedBrick websites consistently appear in the local 3-pack on the first page of Google.
Contact us today to see how RedBrick can help you generate more calls and leads by promoting your business’ visibility on location-based searches in your service area.