We’ve found that ROI-driven SEO for all local service-based businesses, including cleaning companies, can be broken down into three simple steps.
These three steps are fairly simple to follow, but the truth is that 99% of your competition isn’t taking advantage of them as they could.
It’s not because they lack the money or the time, either.
Unlike other marketing techniques like Facebook Ads and Google Ads that constantly require reinvestment, SEO is something that you can invest in upfront and reap benefits from for years and years.
This is why there’s so much opportunity for any business willing to invest in SEO (by paying an expert to do it or by investing the time themselves).
With that said, there is a right and wrong way to do SEO for cleaning services.
So follow these three steps to the letter and hire help if any of it goes over your head. Let’s get into it…
1. Build An SEO Optimized Website
There is no SEO without a website.
Your website is where most of your SEO traffic will come from for a local service business. We’ll talk about where the rest of your traffic comes from later, but first, let’s discuss maybe the most important piece of SEO.
Local cleaning company websites don’t need to be too complex because they only have two goals.
- Attract visitors
- Convert them into customers.
SEO just happens to be the best way to attract visitors to your website. One of the most important ranking factors for SEO is the keywords you have on your website.
Why does that matter?
Because Google and other search engines need to know what your website is about and who it’s targeting. The keywords in your website content will tell the Google bots what searches your website should come up for.
The best keywords for cleaning services will be the services you offer, for example:
- Residential cleaning service/company
- Commercial cleaning service/company
- Carpet cleaning service
- Air duct cleaning
- Janitorial services
Customers will also add things like “near me”, or your city to the end of their search.
Here’s the skinny on how to rank for those cleaning service keywords.
You DO NOT need to include the keyword “near me” on your website.
Unfortunately, this isn’t common sense to many people who do SEO on their local websites. Google already knows that when someone is searching for a cleaning service in let’s say, Oklahoma City, it would be pointless to show cleaning companies in Miami.
But how will Google know that I offer cleaning services to customers in my service area?
By stating your service area on your website!
There are multiple places where you can “organically” state your location and main keywords, so Google knows where you’re trying to rank and what for.
- URL: If it makes sense, include your location and keyword in your main URL. For example, instead of using a brand name like “Clarks Cleaning” you could name your company “Orlando Carpet Cleaning Pros”. This is a reasonably short URL that could help improve your ability to rank in URL. Be it what it may, exact match url’s still work for local SEO.
- H1 and H2’s: Regardless of if you mention your location or keyword in your URL, you’ll want to mention them in your H1 and H2’s. Remember, a website should have only one H1, which ideally will be your “Main Service + Main Location”. Your H2’s should be your sub-services like deep cleaning, refinishing, office cleaning, etc. Collectively, people will search for your sub-services just as often as they do for your main service.
- Website Content: Most cleaning companies skip out on writing in-depth content. And because of it, they pay the price by never ranking on the first page for their target keywords. Your website content is an opportunity to tell customers who you are, what/where you offer your services, what separates you from the competition, and what it’s like being your customer. You can also educate them on your industry to display yourself as an authority.
- Title Tag & Meta Description: The last place you can easily include your location and main keywords is in your title tag and meta description. When you search for anything online, the websites that show up will have an opportunity to state what the specific ranking page is about. In the case of a cleaning company, you’ll want to include your service, location, and a CTA.
Here’s a good example of a website that does just that:
Tip: You don’t need to “stuff” your keywords or location in your content for Google to know where to rank you. The more times you say, for example, “residential cleaning Orlando” in your content, doesn’t necessarily increase your probability of ranking #1.
SEO doesn’t work that way.
Here’s what Google DOES value…
Authoritative content that provides value to the reader/customer.
Answer questions like:
- What to look for in a good cleaning service
- What services a good cleaning service should offer
- How to find a reputable cleaning service
- What it’s like being a customer of your cleaning company
- What separates you from other “average” cleaning companies
The best part, is that if your company is all of those good things that you write about, readers will be far more likely to convert into customers.
It’s also helpful to include things other than words on your website, such as photos, videos, and reviews. Your goal is not only to rank on Google but also to convert visitors into customers.
People look for social proof when they shop.
This can be reviews, recommendations, photos, and videos of completed jobs.
2. Setup Your Google Business Profile
Earlier, we said that your website would generate a large portion of your SEO traffic. If you’re doing SEO right, the rest of your traffic will come from your Google Business Profile.
What is a Google Business Profile?
Google Business Profiles allow businesses to manage their online presence in Google search and Google maps from one easy-to-use tool.
Some things you can do with a Google Business Profile:
- Manage the information online about your business, like your service area, opening hours, and services offered.
- Earn reviews from past customers to be displayed on the biggest search engine on the planet (Google).
- Most importantly, generate leads from people searching online for your business.
Google Business Profiles that generate the most leads rank in the Google Map-Pack. The map pack is a section on Google Search where Google selects three businesses to display for that keyword.
Here’s an example of what that looks like:
If you want to rank in this map pack, you need to set up your Google Business Profile completely. Head over to business.google.com and set up your profile by adding your business name, photos, and your service area.
Google will ask you to receive a postcard at your business address to verify your business profile. If having your office or home address online worries you, don’t worry because you can hide it from searchers.
Setting up your profile alone may be enough to rank you competitively in your market, depending on how stiff the competition is in your area. Regardless, you’ll want to optimize your profile to ensure that your listing sticks on the top of the Google map pack.
3. Optimize Your Google Business Profile
The last step in the cleaning service company SEO journey is optimizing your Google Business Profile. In step 2, we talked about setting up your Google Business Profile. If you want to have a profile that’s almost guaranteed to rank in your service area, then follow our optimization advice.
Five factors determine how high your Google Business Profile. One of those factors (listing age) is uncontrollable, so we’re going to teach you the four factors in your control.
Factor #1: Citations
Citations are any mention of your business name, address, and phone number across the web. Citations can include listing sites, review sites, and the most important one, your listing on Google.
A few examples of citations would be a Facebook Business Profile, Yelp, and the Better Business Bureau. You don’t need to get on every directory or website out there, just the ones relevant to cleaning businesses or local service businesses in general.
Now you may be wondering, “Why are citations an important ranking factor for your Google Business Profile?”
Google has bots that crawl the internet, gathering website data. These bots crawl through millions of websites, photos, and bits of content on the internet, gathering info for the massive Google search database. The data these bots gather determines what keywords pages rank for and where.
The more places the Google bots find your company’s info, the more credible and worthy of ranking your Google Business Profile will be.
Factor #2: Website Ranking
Many businesses choose to set up a Google Business Profile without creating a website.
We get it.
Websites do cost money and are just another management task on your already full small business-owner plate. But not having a strong online presence is one of the reasons the average cleaning company has a low success rate. Where your website ranks for a specific keyword will play a big role in where your Google Business Profile ranks.
Simple rule: If everyone ranking in the map pack has a website, it’s probably a good idea for you to have one too.
If you need help ranking your website higher on Google, refer back to the first section, where we discussed that topic.
Factor #3: Reviews
The last piece of the SEO puzzle is reviews.
Currently, the best review a business can get is a Google Review because of how popular the Google search engine is. Reviews are located on the Google Business Profile of a business and allow anyone to leave a review out of 1-5 stars with a description of their experience.
Reviews are important for two reasons:
- Ranking: They play a role an important role in determining where your Google Business Profile ranks among your competition.
- Conversion: The more reviews you have over your competition, the more likely that someone is going to choose your business over the competition.
Factor #4: 3rd Party Reviews
Everything we said about Google reviews is true for third-party reviews, but on a smaller scale. 3rd party reviews include websites like Facebook, Yelp, and AngiesList. Your 1st priority should be getting as many reviews as possible on Google, but still appreciate any review you get from customers on reputable 3rd party sites.
Doing SEO for your cleaning services company can have a huge impact on your cleaning company’s profits and ability to grow your business. By following these tips, you can generate customers on-demand by tapping into a resource that most of your competition is missing out on. If you’re looking for a company that does SEO for cleaning services, then consider contacting us.