Essential Small Business SEO Tips

SEO, or search engine optimization, is what helps home service businesses improve their online visibility so they can attract potential customers. Therefore, if you optimize your website and content with relevant keywords, your business can rank higher on search engine results pages (SERPs).

SEO makes it easier for customers to find you when searching for services like plumbing, landscaping, or home repair. This visibility not only increases website traffic but also enhances brand credibility and trust, leading to more inquiries and conversions.

However, there are challenges that small businesses can face in digital marketing, including limited resources and budget constraints. Unlike larger corporations, small businesses may struggle to allocate sufficient funds for comprehensive SEO strategies or hire specialized professionals. Additionally, the competitive landscape can be intense, with numerous businesses vying for attention in local markets. 

Luckily, we’ve got you covered. Use these essential small business SEO tips to get your business seen, and those customers in your door!

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Understanding SEO Basics

Before we get to those tips though, let’s take a moment to break down SEO to make it more palatable. SEO is all about getting your business visible in the online world. Without the visibility you need, you can lose foot traffic and potential sales, especially when competing with larger chains or more prominent establishments.

Now, let’s take a look at some key SEO terms:

  • Keywords: These are the magic words that tell search engines what your website is all about. Some keyword examples are “best cupcakes” or “reliable plumbing services”; these attract people looking for exactly what your business offers.
  • Backlinks: Think of these as referrals from other websites, showing search engines that your content is trustworthy and worth recommending.
  • SERP (Search Engine Results Page): Ever wondered where your website shows up on Google? That’s your SERP ranking. The higher you rank, the more likely people will click on your site.

Keyword Research Strategies

Identifying keywords relevant to home services involves understanding the needs and search behavior of your target audience. Start by listing the primary services you offer, such as plumbing, electrical repair, and landscaping. Next, think about the specific problems or solutions your potential customers are searching for, such as “fix leaky faucet” or “install outdoor lighting.” 

Use tools like Google Trends to explore trending search queries related to home services in your area. From there, analyze competitor websites and industry forums to identify common phrases and terms used by customers seeking similar services.

Several tools and techniques can aid in effective keyword research for home services. Google Keyword Planner is a valuable tool that provides insights into search volume, competition level, and suggested keywords based on your initial list. 

Advertising platforms commonly offer comprehensive keyword research features, including competitor analysis, and related keyword suggestions. Use long-tail keywords (phrases with three or more words) to target specific customer queries and capture more qualified leads. 

You can also leverage tools like Answer the Public and Ubersuggest to discover common questions and informational keywords relevant to your services.

Finally, integrate keywords naturally into your website content. 

Start by optimizing page titles, meta descriptions, and headings with relevant keywords. For example, a page about electrical repair services could have a title like “Expert Electrical Repair Services in [Your Location].” 

Create informative and engaging content that addresses customer pain points and includes targeted keywords within the text. You can also incorporate keywords into image alt text, URL structures, and internal linking to improve search visibility. 

Try to avoid keyword stuffing or over-optimization, as this can negatively impact rankings and user engagement. Focus on creating valuable, user-friendly content that resonates with your audience and aligns with their search intent. Do that, and you can guarantee your keyword percentage will be in the optimal range of 0.5% to 2%.

Optimize Website Structure and Content

With the increasing use of mobile devices, having a responsive website design ensures that your website looks and functions well on smartphones and tablets. This is important because mobile users expect fast loading times, easy navigation, and content that’s optimized for smaller screens. Google also prioritizes mobile-friendly websites in search results. 

For improving on-page SEO, try the following:

  • Meta Tags: Optimize meta titles and descriptions with relevant keywords, keeping them concise and compelling to encourage clicks.
  • Headings: Use hierarchical heading tags (H1, H2, H3, etc.) to structure content logically and include primary keywords in headings where appropriate.
  • Internal Linking: Create a logical internal linking structure to guide users and search engines through your website.
  • Keyword Optimization: Incorporate targeted keywords naturally throughout the content, including in titles, headings, body text, image alt attributes, and URLs.
  • Optimized Images: Compress images for faster loading times, use descriptive file names and alt text with relevant keywords, and include images that enhance the user experience.
  • URL Structure: Create SEO-friendly URLs that are concise, descriptive, and include targeted keywords, avoiding unnecessary numbers or symbols.

Furthermore, you can optimize your content by creating content that answers common customer inquiries and showcases your expertise. Start by identifying frequently asked questions and pain points of your target audience. 

Develop comprehensive blog posts, FAQs, and how-to guides that address these inquiries with informative and detailed content. Make sure to use a conversational tone, storytelling elements, and visuals (like infographics or videos) to engage users and make complex topics more accessible. 

Incorporate real-life examples, case studies, and testimonials to demonstrate expertise and credibility. Regularly update and expand your content to stay relevant, address new industry trends, and maintain a competitive edge in your market. 

Local SEO Essentials

For businesses like yours, which operate within specific geographic areas, local SEO ensures that your website appears in relevant local search results. This lets you attract nearby customers who are actively searching for services like roofing, plumbing, contracting, landscaping, and more. 


Optimizing for local SEO increases visibility in Google Maps, local directories, and localized search queries, making it easier for potential customers to find and contact your business. By optimizing your online presence for local searches, you can drive more qualified leads, improve conversion rates, and establish a strong presence in your community.

For local search optimization, try the following:

Google Business Profile

Claim and optimize your GBP with accurate business information, including name, address, phone number, business hours, and services offered. Encourage customer reviews and regularly update posts and photos.

Local Keywords

Use local keywords in your website content, meta tags, and headings to target local search queries. Include location-specific terms like city names, neighborhoods, and service areas to enhance local relevance.

Local Backlinks

Build local backlinks from reputable websites, local directories, and industry associations. Focus on acquiring backlinks from local businesses, community organizations, and relevant local publications to boost your local SEO authority.

Encourage and Manage Online Reviews

Help satisfied customers leave positive reviews on platforms like Google, Yelp, and Facebook by providing exceptional service, requesting feedback, and making the review process easy and accessible.

Respond promptly and professionally to both positive and negative reviews, addressing customer concerns and showing appreciation for feedback. Monitor review platforms regularly, engage with customers, and use feedback to improve service quality and customer satisfaction. 


Write Content That Educates and Sells

Use your website or blog content to educate your in-market audience! 

Start by understanding the needs, pain points, and questions of your target audience. Develop informative and valuable content that addresses these concerns, offers solutions, and showcases your expertise and your services. 

Use a variety of content formats, including blog posts, how-to guides, videos, infographics, and case studies, to cater to different learning preferences and provide comprehensive information. From there, incorporate relevant keywords and optimize your content for SEO to attract organic traffic and reach a wider audience.

Additionally, include strong calls to action (CTAs) within your content to encourage readers to take desired actions, such as scheduling a service, requesting a quote, or signing up for a newsletter. 

It’s key to use compelling language, persuasive copywriting, and clear instructions to guide visitors toward conversion points. Place CTAs strategically at the top and bottom of blog posts, within informative guides, and on key landing pages to maximize visibility and engagement. 

Build Quality Backlinks

Backlinks signal to search engines the relevance, credibility, and authority of your website. They act as digital endorsements, indicating that other websites trust and recommend your content, which can positively impact your search engine rankings. 

High-quality backlinks from authoritative and relevant websites are particularly valuable, as they contribute to building a strong backlink profile and improving your website’s overall SEO performance. Backlinks also drive referral traffic, increasing visibility and potential leads for your business.

Here are some strategies to gain legitimate backlinks:


Collaborate with industry partners, suppliers, or complementary businesses to exchange backlinks. Partner websites can link to relevant content on your site, and vice versa, enhancing mutual visibility and SEO benefits.

Guest Blogging

Contribute high-quality guest posts to reputable websites and blogs in your industry. Include a backlink to your website within the content or author bio, providing valuable information to readers.

Local Business Collaborations

Partner with local businesses, organizations, or chambers of commerce to promote each other’s services and content. Participate in local events, sponsorships, or community initiatives to build relationships and earn backlinks from local websites.

Leverage Social Media for SEO

Social media impacts SEO by indirectly influencing factors such as brand visibility, website traffic, and user engagement. While social media signals themselves (likes, shares, comments) are not direct ranking factors in search engine algorithms, they contribute to establishing brand authority and credibility. 

A strong social media presence increases brand awareness, generates referral traffic to your website, and encourages user interaction, all of which are favorable for SEO. 

To enhance your online presence and engage with customers effectively through social media, consider these tips:

  • Consistent Branding: Maintain a consistent brand image across all social media platforms, including profile visuals, bios, and messaging. Use branded hashtags and keywords to reinforce brand identity and improve discoverability.
  • Quality Content: Share engaging and relevant content that resonates with your target audience. Include visuals, videos, infographics, and interactive content to increase engagement and encourage sharing.
  • Active Engagement: Regularly engage with your audience by responding to comments, messages, and mentions promptly. Encourage conversations, ask questions, and seek feedback to foster a sense of community and build relationships.
  • Use Hashtags Wisely: Research and use relevant hashtags to expand your reach and connect with users interested in your industry or services. Incorporate local hashtags to target specific geographic areas and attract local customers.
  • Promote User-Generated Content: Encourage customers to share their experiences, testimonials, and photos related to your services. Repost user-generated content to showcase social proof and build trust with potential customers.
  • Monitor Analytics: Track social media performance metrics such as engagement rates, reach, and conversions. Use insights to refine your social media strategy, identify trends, and optimize content for better results.

Track and Improve Your SEO Performance

Key performance indicators (KPIs) in SEO are metrics used to measure the effectiveness and success of your search engine optimization efforts. Some essential KPIs include organic traffic, keyword rankings, click-through rates (CTRs), conversion rates, bounce rates, backlink quality, and domain authority. 

These metrics provide insights into the visibility, relevance, and user engagement of your website in search engine results pages. By tracking KPIs regularly, you can assess the impact of your SEO strategies, identify areas for improvement, and make data-driven decisions to optimize your website’s performance and rankings.

Google Analytics is a fundamental tool for tracking SEO progress and analyzing website performance. It provides valuable data on organic traffic, keyword performance, user behavior, conversion rates, and more. Utilize Google Analytics to monitor key metrics, identify traffic sources, track goals and conversions, and gain insights into audience demographics and interests. 

Additionally, SEO-specific tools like Google Search Console offer comprehensive insights into keyword rankings, backlinks, site health, technical SEO issues, and competitor analysis. These tools help you track SEO progress, monitor search engine visibility, and optimize your website for improved rankings and user experience.

Once you have performance data in hand, it’s time to adjust your SEO strategies. This can be done by starting with regular reviews of the data from Google Analytics, SEO tools, and other analytics platforms to assess performance against predefined goals and benchmarks. 

From there, identify areas of improvement, such as low-performing keywords, high bounce rates, technical SEO issues, or gaps in content relevance. You can use these data insights to prioritize tasks, refine keyword targeting, and improve website structure and usability.

Improve Your SEO Today

Use SEO for your business to significantly impact your online visibility, customer acquisition, and business growth. By optimizing your website and content for relevant keywords, local search, and user experience, you can attract qualified leads, increase organic traffic, and improve search engine rankings. 

To enhance your SEO and online presence further, reach out to our team at Broadly! Our software helps businesses like yours manage customer reviews, monitor online reputation, and improve local search visibility. By leveraging our tools and expertise, you can streamline reputation management processes, gather valuable feedback, and much more. Try a free demo today! 

New tool coming soon to Broadly: Local SEO! Evaluate search rankings in your area through a user-friendly search grid and track rankings for intelligently recommended keywords.

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