A couple of years ago, your biggest marketing enemy was SEO. You didn’t know what it meant let alone how it could help you grow your business. But, you added a blog to your site. You started asking for reviews. You utilized the best SEO practices based on experts’ advise.
Over time, your website got more traffic. Your alarm installation company started ranking better in search engine results.
Today, you may feel you have a new, updated enemy in local SEO. You don’t. Just like the original, utilizing best practice techniques will grow your business.
But, local SEO may be even more important than standard optimization. If you’re wondering what it is and how it will help you, keep reading.
We’re breaking down how you can use local SEO to book more appointments this year.
Local SEO: What It Is and Why It Matters
First things first. You need to know what local SEO is.
Google, Bing, Yahoo!, etc. use certain factors to rank sites on their results pages (SERPs). Search engine optimization uses best practices to tick all these boxes. This is through keywords, meta tags, relevant content, and backlinks (to name a few).
Local SEO is using tactics to rank better with a local audience. Pretty easy, right?
Your alarm installation company wants to gain local clients. You don’t want to have your installers driving all over the state — you want them staying within a certain radius.
Optimizing your site for local SEO does that.
Now that you know what it is and why it matters, the next step is to run a local SEO audit to find out how your site is doing. It will show you a starting point and help prioritize what area(s) need the most optimization.
After that, you’ll need to focus on practices that will attract local customers to your business’ site.
Optimize for Google My Business
Google is the king of search engines. It gets close to five billion inquiries a day. So, it shouldn’t come as a surprise you want to make Google happy.
One way to stay on Google’s good side is to have content it can support and verify. Makes sense, right? Google My Business will provide the requirements you need to meet.
To start, you’ll need to create and verify a free Google My Business page. Next, share content that attracts people to your alarm installation business. This includes free offers or promotions.
You also want your clients to share their review of your business. Always respond to every review (good or bad) including the full name of your company and your location.
“Hey, Steve. Thanks for your feedback on your installation in [city, state]. At [your full company name], we appreciate your input and having you as a customer.”
This will help you earn local authority.
Update Your Site
Even if you’ve just updated your company site, you’re going to want to upgrade a few things. Here are five easy tips to get you started gaining local SEO organically.
1.Improve Your Internal Links
Every post on your blog should include internal links. Internal links are links to other pages on your site.
For instance, if you’ve recently written a post about the latest security trends for 2019, link to it in your post about the best alarm systems this year.
The idea is that internal linking will strengthen the search optimization value of your site. It gives spiders a clear path, will keep people on your page longer, and connect your content together.
Backlinks matter, too, and we’ll get to them in a bit.
Optimize your URL, title tags, meta description, headings, and content. Every new post on your blog is a new indexed page. Use each page to target your ideal geographic location.
These are new opportunities to get found by the people in your geographical area looking for alarm installation. Use keywords that get searched often in the title, URL, meta tags, and headers.
To geotarget content, add in customer testimonials that include your location.
3.Add Location Pages
If you have more than one location, make sure you list all your offices’ addresses, store hours, promotions, and so on.
If you only have one location, add testimonials and a detailed “About Us” page that includes a Google map.
4.Localize Your Content
It’s very possible you’re running out of alarm installation content for your blog. It’s understandable. It’s also easy to fix.
Start blogging about local content. Don’t veer too far off the path, though. But adding content about local businesses, events, and “things to do” will gain you local authority.
Make sure it’s engaging, shareable content, and you’ll have yourself a winner!
5.Make Your Site Mobile-Friendly
If you haven’t done this yet, now is the time to make your site mobile-friendly.
Nine out of 10 internet users perform searches on their phone. You’ve likely done it yourself.
You open Google and start typing any business. Google even asks you if you want them to show results using your location!
It’s a convenient way for a customer to look your business up, see where you’re at, and call you — all within seconds.
Get Inbound Links
Getting inbound links grows your authority. Google looks at your site and says: “These other sites are all linking to Joe’s Alarm Company, so Joe must be real and he must know what he’s talking about.”
Your rankings will improve which will get you more traffic. More traffic leads to…you know the rest!
So, how do you get these all-important inbound links? There’s a couple of ways.
The first way is to approach any partner companies. For you, this would be local electricians, security companies, your local Chamber of Commerce, etc.
If you installed an alarm for any local businesses, ask them if they’re willing to link to your site.
The other way to get inbound links is to guest blog.
This one is tough if you’re busy trying to gain leads and run your business. But, you don’t have to do it at the pace of a top-notch blogger. You can guest blog here or there.
If you’re not sure what a guest blog is, it’s when you write a post for someone else’s blog. This may sound counterproductive, but it’s actually very productive!
You would write a post for another organization in your community. You’ll write it as an expert on security or alarm systems. As “compensation,” you can link to a post or services page on your site.
You’ll get traffic from the site you guest blogged for and hopefully, gain organic backlinks from other local sites.
Engage Social Media Users
Before we go further, under no circumstance should you ever get into a fight with a customer on social media.
But, you should engage your followers. Especially when they leave a comment. Always thank them for their business and answer all questions.
Above all, make sure you do it in a timely fashion.
While social media marketing is another topic entirely, it is important to use the platform to spread the word about any promotions. This will help bring in new business.
If you’re engaging and post links to relevant content on your site, you’ll gain some likes, shares, and retweets out of it. This will lead to new followers — which means a new audience, too.
Grow Your Business the Right Way
Using the local SEO strategies above, you’ll start to see more traffic, more leads, and more appointments!
After that, it’s up to your reps to seal the deal. And why wouldn’t they? They learned from the best.
For more helpful tips on marketing your alarm installation company, check out more posts on our blog.