By now, if you’ve been reading the other blogs in this series, you know the Google 3-Pack is the Holy Grail for Local SEO and vital for your contractor company’s growth.
Google recently made changes to this area, making it even more competitive and valuable for your business.
Depending on where your company shows up in search, you can expect very different results. The image below shows what you can expect in terms of click share based on where you are in the results.
Contractor marketing uses both on-page and off-page local SEO to bring qualified traffic to your site and improve your overall conversions. It’s through this that your business can show up and dominate on the Google Local 3-Pack.
We’ll show you how you can improve your Local SEO and make your way to the top of the only list that matters.
Packing an SEO Punch with Your Contractor Website
Your website is an essential part of your marketing. It’s the first impression you give potential customers when they click on your site from a search engine. You want it to look great and provide them with all the information they need, but your website serves another purpose.
If you want customers to see your website, it needs to show up in the search results. The best way for that to happen is through local search engine optimization. The key to local SEO is making sure Google knows what you do and what areas you service.
On your website, that means having your address connected with Google Maps and using keywords and the locations you service. If you have a service area, create pages on your site dedicated to each town and general keywords.
For example, contractor in Sacramento would be your general keyword connected to a localization keyword. You would have a page dedicated to Sacramento and use these keywords throughout the content and in the “H2” subheads. (we’re getting a bit technical here)
When Google bots crawl a site, they search out the H1 and H2 tags to help determine what the page is about. Google uses the scans of your content, and other factors to determine if the page is right for the search query.
Blogs are also relevant because it provides new and unique content regularly. It also allows you to use new optimized keywords. Blogs rank well because they provide information to people.
Customers may not be looking specifically for your services, but they have a problem and need help. They look up how to get rid of bed bugs, and your blog comes up on the search page. This leads them to call your contractor company for services.
However, blogs that attract traffic from outside your service areas aren’t helpful, so be sure to use local keywords here.
Local SEO is vital to your website’s chances of ranking well on search engines and appearing on the Local 3-Pack.
Off-Page Local SEO To Help Website Ranking
On-page SEO is only the first step to ranking well locally and making it to the Local 3-Pack. Unlike general SEO, local SEO requires off-page work as well. Your first step is to claim and fill out your Google My Business profile.
Google uses this to know what your business does, where it’s located, and more. Google My Business profile information is what Google uses to the Local 3-Pack. It provides a way for them to get all the information in one place.
There are many reviews and business listing sites on the Internet. Your contact details like address, phone number, and hours of operation must be consistent across them. Google doesn’t want to provide inaccurate information, so if the bots notice several different addresses for your business, it might not rank you as well as it should.
It’s also essential to get local backlinks to your site. This shows Google you’re active in these areas, even though it’s outside your home address. If you do business in the county over, then it’s good to be listed on the Chamber of Commerce page.
Local backlinks show you’re a trustworthy business, and you’re active in the community.
How Local SEO Gets Your Site on Local 3-Pack
When you look for a local business, there are two different results on the Google results page. The top part features a map with three business listings, and the bottom part is the standard search results. Businesses featured in the top part, the Local 3-Pack, naturally receive more phone calls, site visits, and overall conversions.
There were originally seven businesses featured, but because it didn’t look good on mobile and the other results didn’t receive much additional traffic, Google reduced it to only three.
If your contractor company wants to maximize phone calls and site visits, you need to be on the Local 3-Pack. Unfortunately, it's very difficult to get into the Local -Pack. They take your Google My Business profile and many other factors into account, but we do know the best way to improve your chances.
The stronger your local SEO, the more likely you are to be featured in the 3-pack. It makes sense since Google wants to provide the best possible choice for their searchers, and those that have the best search engine optimization should be featured.
The 3-Pack features the business name, address, and hours of operation. It also has a click to call feature on mobile phones, so searchers can go directly from the result of calling your business without ever visiting your website.
If you’re not featured on the 3-Pack, your business is losing business because searchers bypass the standard results and choose companies from the Local 3-Pack.
Let Us Maximize Your Chances for Ranking Locally
LMM specialized in contractor marketing, so you’re getting the best help in your business niche. A general marketing agency doesn’t have the experience and expertise in dealing with your specific business.
We can work with you to develop a contractor marketing plan that works for you. It can include Local SEO, paid advertising, and more. It’s your best chance of making it to the Local 3-Pack. Our contractor marketing platform can keep you apprised of website visits, click to calls, and more.
If you want to learn more about our services or how local SEO can help you, then please contact us today.