Q: What’s better than ranking #1 on Google?
A: Dominating page 1 of Google by getting featured multiple times!
If you wonder whether ranking high on Google search results is important for a local service business such as plumber, electrician, housecleaning service, or landscaper – get this: 46% of all searches are local while 76% of them result in a phone call!
Getting mentioned multiple times on Google SERPs (search engine results pages) can amplify your local service business’s online presence and increase its credibility, which in turn will drive more online traffic and attract more high-quality leads.
Here’s an example:
Colonial Carpet Cleaning shows up an amazing 6-8 times on SERPs for “rug cleaning Wilmington MA” and “carpet cleaning Wilmington MA”!
The chances of this business being seen by prospects that are actively looking for carpet cleaning services and making an impression have increased greatly since it appears so many times.
So, what can you do so your business shows up multiple times on the first page of Google search results?
If you look at a local search results page, you’d notice that there are a few different sections – the local ads at the top (“carpet cleaner nearby”) the text ads, the local pack (with map and links,) and then the organic search results.
By optimizing for all these different components, you can appear multiple times on relevant local search results on Google.
Local Service Ads (LSA)
At the very top of the SERP are the Local Service Ads (LSA). It’s a pay-per-lead platform by Google for local service businesses.
These ads are shown on all devices and display key information that helps increase conversions, such as star ratings, business hours, and phone number.
Since it’s an independent product, you can run LSA alongside Google Ads without them interfering with each other’s ranking or effectiveness.
To set up your LSA, simply visit the LSA website, follow the online instructions, estimate the ad spend, and create your profile.
Make sure to submit your business license and insurance details for Google to verify your information. The “Google Guaranteed” badge will then be added to your ad to increase credibility and drive more traffic.
Many SERPs for local service inquiries (e.g., “near me” searches) display the search results on a map with the businesses’ locations and website links.
The local pack is shown on both desktop and mobile search results and is a very effective way for capturing the attention of high-quality leads that are ready to hire a service provider.
To get listed on the local pack, you need to claim your Google My Business (GMB) listing and optimize your GMB profile by filling out as much information as possible, including a client-attractive description, and using GMB posts to boost your visibility.
Star ratings and customer testimonials are particularly powerful for increasing your credibility and attracting more clicks. You can put client testimonials on your website and then use schema markup so they show up on organic Google listings.
In addition, monitor your GMB listing regularly to ensure that you’re responding to queries and comments in a timely manner. Keep in mind that anyone can update your GMB listing so log onto your dashboard regularly to make sure that the information is accurate.
Text ads are still one of the most effective ways to reach prospects that are located in your geographic area and have high purchase intent. These ads are simple and easy to create, not to mention Google is always adding new features to help advertisers optimize results.
Google has access to a tremendous amount of user data. With the help of AI-driven technologies, it’s now possible for small businesses to tap into that wealth of information.
Leverage the granular targeting options available on the Google Ads platform to help you reach the highest-quality leads. For example, you can choose targeting segments based on demographics, in-market users, custom intent, similar audiences, and remarketing.
Use Google’s automated bidding feature to optimize your bids, which uses machine-learning technologies to tailor the right bids for every single auction.
In addition, Google often introduces new ad formats to help advertisers improve results. For example, by using ad extensions (e.g., call extensions, location extensions) you can provide additional information and increase the “real estate” your ad occupies on SERPs so you can capture more attention at no additional cost.
Last but not least, optimize your ad copy to include relevant long-tail keywords and a call-to-action to drive targeted traffic.
Organic Search: On-Page SEO
While ads are becoming more prominent on SERPs, it’s not to say that organic search isn’t important. In fact, many consumers still prefer to click on organic search results instead of ads.
As more consumers are using their smartphones to search for local service providers, it’s becoming even more important to get ranked high on the first page so your link can be seen with minimum scrolling.
On-page SEO is one of the most effective ways to improve your ranking on SERPs. Here are a few things you can do:
- Mobile optimization: since Google introduced mobile-first indexing, websites that are optimized for mobile devices are given priorities in search engine rankings.
- Site speed: reduce load time by optimizing assets (e.g., images) and cleaning up the code.
- Navigation and usability: simplify your website structure so users can find the information they need quickly and easily.
- Long-tail keywords: optimize your content for long-tail keywords, which helps you rank high in relevant search results and attract visitors with high purchase intent.
- Visual content: leverage the power of images and photos to increase engagement. Use alt tags with the proper keywords so search engines can index the content.
- Videos: post videos on YouTube (which is another great way to get listed on the first page of Google) and then embed them onto your website.
Third-Party Review Sites and Local Directories
Many third-party sites (e.g., Yelp, Google) have high domain authority, which Google uses as a signal for trusted sources. By listing your business on these sites, you can leverage their “SEO juice” to get extra spots on the first page.
Listing on these sites also adds backlinks from high authority sites, which can help improve your website’s ranking.
Make sure to complete your profiles and include your website URL so you can increase your reach on the review sites and drive more traffic back to your website.
Online reviews, especially on your Google My Business listing, is another signal Google uses to determine ranking. A 5-star review will add credibility to your local pack listing or LSA and attract more high-quality prospects.
While it’s important to show up on Google first page so you can drive more website traffic, your website also needs to be optimized to effectively capture leads so you can turn them into customers.
That’s why here at 99 Calls, we combine the latest SEO best practices with a lead generating website to maximize your marketing ROI.
Learn more and see how we can help you dominate Google first page here.