The home services industry is no longer a quiet corner of the marketplace where local businesses rest on their laurels and use past reputation to enjoy sustained success. The industry is exploding, and national companies and online businesses are carving out massive footholds in their respective niches. Backed by deep pockets, advanced advertising strategies, and cutthroat mentalities, these companies are escalating competition in once stable markets and singlehandedly intensifying the pressure.
If you want your home services business to survive and thrive, you need a cost-effective marketing strategy that produces sustainable results.
Why SEO Matters for Home Service Businesses
The home services industry is diverse. But regardless of whether you own or operate a carpet cleaning, daycare, dry cleaning, house cleaning, pest control, lawn care, landscaping, pet sitting, plumbing, renovation, or flooring business, your mission is the same: to attract clients, provide value, and generate profits – in that order.
If you don’t have clients, it doesn’t matter how good you are at what you do – you won’t be able to use your skillset or generate revenue. We like to make things seem more complicated than they are, but it’s really as simple as that.
In today’s marketplace, a big chunk of home services lead generation occurs online. Thus, if you want to grow your business, you need to make an investment in search engine optimization (SEO). Here’s why:
- Visibility. SEO is all about optimizing your website so that specific pages rank higher in the search results. In this sense, SEO is a visibility game. You can’t force anyone to visit your website, but if you serve a URL to enough people, a certain percentage will click. (Consider that 94 percent of all clicks go to natural search – and that the majority of these come from URLs on the first page of Google.)
- Trust. People have a natural tendency to trust what they see and distrust what they can’t. An investment in SEO leads to greater visibility, which indirectly cultivates stronger feelings of trust between your brand and the marketplace.
- Organic traffic. While it’s technically possible to pay your way to the top of the search rankings with Pay-Per-Click (PPC) advertisements, paid traffic doesn’t convert nearly as well as organic traffic. If you want high-converting organic traffic, you need SEO.
- Sustainable results. As soon as you stop paying for PPC ads, your paid traffic ceases to exist. SEO, on the other hand, is a long-term investment that produces sustainable results.
SEO is just one component of a sound lead generation strategy, but it’s a vital element, nonetheless. The more you invest in this area, the better your chances are of cutting through the noise and reaching the right people with the right content at the right time.
The Building Blocks of a Sound SEO Strategy
The SEO acronym gets thrown around a lot, but what actually goes into it? And how can home services maximize their investments? Here are a few of the building blocks of a sound SEO strategy:
- Quality content. Rich, insightful content is at the heart of every good SEO strategy. You need quality page copy, evergreen blog posts, shareworthy resources…the more, the better. It’s all about telling your brand story in a way that communicates value to your audience and convinces them to convert.
- Website security. Cyber security is a huge deal right now. Massive hacks and data breaches have made Google aware of just how important it is to send their users to secure sites that are actively taking measures to protect against attacks. In response, Google prioritizes websites that use HTTPS and other security protocols.
- Site structure. Website architecture and site structure are very important. They have a direct impact on user experience and make it easier for Google to classify different pages in relation to one another.
- Technical optimization. Nobody wants to talk about the boring technical components of SEO, but it’s important, nonetheless. Google is very clear about what it expects and a thorough SEO strategy pays attention to metadata, schema, internal link structure, etc.
- Mobile-friendly. In the past, businesses would have a desktop version of their website and a mobile version. Thankfully, this is no longer considered a best practice. With the majority of internet users swapping back and forth between desktop computers and mobile devices, Google prefers websites to be responsive and mobile-friendly. (Again, this is a user experience thing.) A progressive SEO strategy follows Google’s guidelines and prioritizes mobile-friendliness above all else.
- Backlinks. It’s nearly impossible rank well if you don’t have backlinks pointing to your website. Google relies on links to determine what its users find valuable and any good SEO strategy will prioritize backlinks every step of the way.
Whether you run an HVAC company or a pool maintenance business, developing a thorough SEO strategy is the first step toward increasing online visibility and driving traffic back to your website. But of all the building blocks mentioned above, backlinks are among the most critical.
5 Tips for Effective Link Building
Link building is the process of acquiring links to your website from other websites and blogs. Google views backlinks as signs of trust and authority; web pages with a high quantity of high-quality backlinks will see a noticeable boost in the search results.
Link building is both a technical endeavor and an art form. It requires some practical know-how and finesse. Here are a few tips specifically for home services:
1. Generate a Rich Library of Content
There are couple of different types of link building. There’s link attraction and then there’s manual link building.
Link attraction involves developing content that will organically generate shares and backlinks over time. In other words, you create good content and wait for people to notice. So you start with good content.
Content creation should be a regular part of your digital strategy. Quality is far more important than quantity, but it’s best if you have both. Developing one or two long-form pieces of content each week will give you a library of more than 100 quality pieces of linkable content after just a year.
2. Find Guest Blogging Opportunities
While link attraction works, it’s a slow process that can take years to unfold. You can supercharge your efforts by doing a little outreach link building.
Manual link building is the process of proactively seeking out link building opportunities – primarily in the form of guest blogging and/or regular contributions to publishing platforms that are relevant to your business.
The key with guest blogging is to focus on the value you can add to the other website or blog. If you offer to craft unique and powerful content for their platform, they’ll be more than happy to let you include a backlink of your own.
3. Search for Missing Link Opportunities
There may be link opportunities out there that you don’t know exist. The more you listen and observe what’s happening around you, the greater your chances are of securing backlinks. Here are some examples:
- Stay aware of what’s happening in and around your industry. If you run a home renovation company and notice that a home improvement blogger has published a post with incorrect information, you could kindly offer to step in and clarify. In return, you may be able to get a quote with a brand mention and backlink to your website.
- Broken link building is the process of finding broken links on existing blog posts and web pages and contacting the webmaster/writer to offer one of your own working links as a replacement.
- Use a social media listening tool that sends you a notification anytime someone mentions your brand. You may occasionally find scenarios where you can contact the individual mentioning your brand and earn a backlink.
4. Make Some Noise
One of the best ways to generate links to your website is to make some noise. People link to brands that do noteworthy things. The more you stand out, the more natural (and free) backlinks you’ll get.
For example, a flooring business could develop a community scholarship program where one person is selected each year to go through an apprenticeship program where they’ll learn the skills of the trade. If you do something like this, it’s almost guaranteed that local newspapers and community blogs will mention your business and link to the appropriate pages on your site.
5. Grab the Low Hanging Fruit
While a single backlink from a high authority website or popular blog will do more for your website than a dozen links from niche websites that nobody has heard of, there’s something to be said for grabbing the low hanging fruit while you can.
In the context of link building, low hanging fruit includes profile/directory links from sites like Google My Business, Foursquare Business, Bing Places, Yelp, CrunchBase, PRWeb, BusinessWire, etc.
These links are easy to obtain and often require nothing more than creating a profile and filling out the appropriate boxes. And while they won’t move the needle much, there’s no sense in ignoring them. At the very least, they give you some small exposure and add a sense of professionalism to your branding.
How to Get Started in Link Building
When it comes to link building, you can take a couple of different approaches:
- DIY. Link building is like anything else – you can do it on your own or you can hire someone to do it for you. But before you attempt to tackle link building in-house, think about it through the context of your own business. For example, let’s say you run a plumbing business. Technically, your customers could fix leaky pipes or install water heaters on their own, but it’s simply not worth it. The risk of messing up far outweighs the benefit of saving a couple dollars – so they hire you. The same goes for link building. Even if you can learn how to do it, you’ll end up wasting time and energy (while simultaneously taking on the risk of making mistakes, which may lead to costly Google penalties).
- Outsource. The alternative option is to outsource your link building efforts to an SEO company that offers link building as a service. It’ll cost you some money up front, but the long-term ROI is far greater.
In the vast majority of cases, home service business owners will find it more cost- and time-effective to outsource link building to an SEO partner that understands how it works from the inside-out. Consider the pros and cons of both approaches and determine which method is best for your business as it moves forward.
Partner With SEO.co
Example: B2C Consumer Products Company Client Results
If you want basic link building that yields a little bit of SEO juice, you can use any one of the dozens of online services that offer link building as an add-on to their SEO services. But if you want an SEO strategy that takes link building seriously, you’ll want to work with us. At SEO.co, we:
- Develop 100 percent original content from a U.S.-based writing team
- Handle all of the outreach and link placement with a focus on both niche publishers and websites with high domain authority
- Pitch content ideas to our clients before developing pieces (giving clients the opportunity to accept or reject pitches prior to proceeding)
- Never use private blog networks, link exchanging, link farms, or other black hat tactics to secure link placement
- Promise client confidentiality and always use discretion when securing placement
- Guarantee and stand by our services – allowing clients to swap out services or receive full refunds when any of our agreed-upon deliverables aren’t met
If you’re looking for a link building service that’s tailored to home service businesses, you’ve come to the right place. We’ve worked with hundreds of businesses over the years and would love the opportunity to partner with your brand. Contact us today to learn more about our services!
A focus on quality content and quality backlinks for home services firms
We follow a simple, time-tested process for building quality website backlinks for your business:
- 100% U.S. based content team with experience writing home services marketing copy
- Reliable & quality online publishers, including high domain authority websites
- Top-notch customer support
- Non-branded link and content publishing reports
- Fully white-hat services
- Speedy delivery on all customized orders
- Full transparency on all orders and direct engagements
- Money-back guarantee on a pay-for-performance model