If you’re in the local marketing game for service area businesses (SABs)—those champs that bring their services straight to the customer—you know the drill. Gaining and maintaining online visibility across a wide service area can feel like climbing a mountain without ropes. But worry not! Here’s the lowdown on strategies that will help SABs crush it in search, keeping them at the top of their game.
Local SEO: More than Just a Listing
First off, let’s get one thing straight: a Google My Business (GMB) listing alone won’t cut it. Sure, you can create a GMB profile and designate your service area. But is that enough? Nope. It’s like putting a “We’re Open” sign on a closed door—no one’s getting in.
As Google evolves, so must your strategies. In 2019, the value of your service area on GMB has shifted, and it’s critical to stay ahead of the curve. "Just because you’re visible on the map doesn’t mean you’re visible to the customers," says industry expert Tom Waddington. Instead, prioritize relevance, proximity, and prominence—those are the golden tickets to ranking high.
The Quest for Visibility
So, how can a service area business pop up in searches beyond their immediate vicinity? Here’s the scoop: it’s possible, but it depends on several factors. Smaller towns with less competition? Your chances skyrocket. But in bustling cities where competition is fierce, it can feel like finding a needle in a haystack. The trick? Set realistic expectations and allocate your time wisely.
Competitive Analysis: Spy on Your Rivals
One effective strategy? Check out the competition. Dive deep into their GMB listings and take note of the eligible ones. You’d be surprised how many businesses are getting away with shady practices, from fake listings to keyword stuffing. This isn’t just about gathering intel—it’s about cleaning up the landscape to make room for your clients.
Don’t shy away from reporting those spammy listings; it’s part of the game. “It’s easy to ignore the clutter, but if you want to rise to the top, you’ve got to clear the path,” Waddington emphasizes.
Optimize with City Pages
Now, let’s talk tactics. Creating dedicated pages for cities within your service area can significantly boost visibility. But here’s the catch: you can’t just swap out city names and call it a day. Unique content tailored to each area is a must. Get down to brass tacks with keyword research to understand how locals search for your services.
Dos and Don’ts for City Pages
Do:
Prioritize which areas to target based on importance and population.
Perform thorough keyword research to match consumer searches.
Craft unique, engaging content for each page—yes, it’s tough but vital!
Don’t:
Duplicate content across pages—Google’s smarter than that.
Rely solely on third-party reviews to fill your content.
Set and forget those pages; regular updates are key.
Stand Out in Search Results
It’s not just about being visible; it’s about being irresistible. Consider using schema markup for reviews to snag those star ratings in search results. This not only catches the eye but can also boost your click-through rates. However, remember: if every business is doing it, you need another edge.
Mobile image thumbnails can be game-changers for your search results. While trickier to control, these thumbnails offer a unique way to stand out, especially on mobile devices.
Paid Media: The Power of Google Ads
Finally, if you think you can nab visibility without investing in paid search, think again. Google Ads are your ticket to reaching potential customers throughout your service area. Organic search results are fantastic, but they might not suffice. To really expand your reach, you’ll want to build a robust Google Ads campaign.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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