When it comes to boosting visibility for service area businesses like roofers, plumbers, or electricians, focusing on local SEO, Google Business Profiles (GBP), and other local listings can be a game-changer. But here’s the catch: these tools work best within a specific geographic range. Why? Let’s break it down:
Google Loves Local
Ever noticed how when you search for “plumbers,” the results often highlight businesses within 20-30 miles of your location? That’s no accident. Google’s algorithm is designed to prioritize local businesses in its search results, especially for service-based searches. The reason? Google aims to provide the most relevant and helpful results to users, which usually means businesses that are nearby and easily accessible.
For service area businesses, this means that Google typically favors a radius of about 30 miles when showing local search results. This focus helps ensure that users find businesses that can serve them quickly and efficiently. Proximity is a ranking factor. Your website and your Google Business Profile (GBP) will rank best in your primary town, where you’re actually located. As you move further away, the rankings start to drop. If you’re much further away, your chances of ranking are slim.
The Power of Proximity
Local SEO strategies, like optimizing your Google Business Profile, become especially potent within this 30-mile radius. When your business is listed on Google and other local directories, the proximity to the searcher plays a crucial role in how often and prominently you appear in local search results.
Here’s why proximity matters:
- Compliance: If you are a service area business, Google’s guidelines state you can only cover a 2 hour driving distance on your profile. If you are covering a larger area, your Google Business Profile could get suspended.
- Convenience: Customers prefer local businesses because they can respond faster.
- Relevance: The closer you are, the more relevant your business appears to potential customers.
- Trust: People tend to trust businesses that are part of their community and have established a local presence.
Maximizing Your Local Reach
To make the most of this local focus, service area businesses should:
- Optimize Your Google Business Profile: Ensure your business information is complete and accurate. Include your service areas clearly, highlight your photos, and encourage reviews from happy customers—reviews help boost your local visibility. If you are creating your Google Business Profile from scratch, here’s a quick guide to ensure your profile is complete. If you already have Google Business Profile, use this guide to optimize it.
- Utilize Local Listings: Beyond Google, get listed on local directories like Yelp, Bing, and industry-specific sites. Consistency in your business name, address, and phone number (NAP) across these platforms is key.
- Local SEO on Your Website: Use location-specific keywords on your site, like “roofing services in [City]” or “plumber near [Town].” This helps Google understand where you operate and match your business to relevant local searches.
When You Venture Beyond 30 Miles
While you can extend your reach beyond 30 miles, be aware that your visibility might decrease as the distance grows. To overcome this, consider:
- Multiple Locations: If you serve multiple cities, creating separate pages for each location can help you rank better in those areas.
- Paid Ads: Google Search Ads can help you reach a broader audience, though they come with additional costs.
Why Stay Local?
For most service area businesses, dominating the local market is more valuable than stretching thin over a wide area. Local customers are more likely to convert into paying clients because they need services promptly and trust local providers more. Focusing on your immediate community not only boosts your visibility but also builds your reputation as a go-to expert in the area.
In Conclusion
SEO, Google Business Profiles, and local listings are powerful tools when used within your local area, where Google prioritizes nearby businesses. By honing in on your local market, you can increase visibility, drive more leads, and build lasting relationships with customers who are close to home. At 99 Calls, we specialize in helping service area businesses like yours optimize for local success. Ready to maximize your local SEO efforts? Let’s chat!