This means the search engine is always adapting to how people are searching to stay helpful and relevant. Google's focus is on providing searchers with as much useful information as possible. Providing accurate information on your profile regarding the services you provide, your physical location, service areas, and hours of operation all feed into the optimization for your ads and overall customer experience. Bidding will be a factor in determining your ranking on search results, and Google will also take into consideration your online reviews, your proximity to the person searching, and the rate of your responsiveness. Alternatively, you can pick from a range of cost per lead choices for your bid as well.
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This new tool allows you to set your account up so Google automatically sets your bid for you and decides how to allocate your money to bring in as many leads as your budget will allow.
However, it is helpful to remember that changes in structure usually require changes in strategy. The bidding feature changes the way LSAs function and makes the platform far more competitive. This is likely to remain the case in the new year, especially considering that Google is adding a new bidding feature to LSAs that will make them even more effective. Since their introduction, Local Services Ads (LSAs) have become a popular form of advertising for home services businesses. This makes it extremely important that your website's content is not only accurate but concise.įor any home services company looking to grow, tailoring the information to a potential client's needs and search platforms will become more and more vital for your success. Additionally, people using mobile devices want immediate search results that are direct and to the point. Because it is much faster to talk than type, long-tail keyword searches are becoming more common than the usual short-tailed keyword searches made when typing. Knowing there is a growth in voice search means home services professionals must learn how and when people use it as a tool. More site traffic leads Google to believe your page is relevant, which can potentially result in ranking higher overall on a search page. This is why including an optimization strategy for voice search will be increasingly important in the coming year and beyond.
According to Google, people have increasingly incorporated voice searches into their daily lives since it allows them to multitask, receive information instantly, and simplify daily routines. The information published on your website should still be educational, but simple enough to digest on handheld devices.Īlong with the popularity of mobile devices, voice search is also becoming mainstream.
This new trend requires your site to be responsive across all electronic devices and mobile-friendly. In response, Google has switched to a mobile-first index, meaning they prioritize sites optimized for mobile use. Because of this, it’s necessary to ensure your data-such as your business name, address, phone number, and hours of operation-is kept current and matches what is on your website.Īdditionally, the industry is seeing a spike in searches made on mobile devices. Google picks up on inconsistencies between the content on websites and the information found on your Google My Business (GMB)-and having mismatched information can even result in a suspension of your listing. Since most searches happen through Google, well-optimized sites usually focus on displaying information through the lens of Google's best practices. SEO refers to more than just keywords-many elements, such as user intent, quality of content, links, or your site's technical setup, can impact its position in the search results. Moving forward, we can expect SEO practices to play an increasingly crucial role in a home services company's ability to thrive in their local market. With that, of course, comes more leads and jobs. The act of optimizing your site can lead to substantially higher traffic volume. While it may seem to be an overly technical concept, Search Engine Optimization (SEO) is simply about making sure the words and information presented on your company's website are likely to appear in relevant search results. With a new year upon us, it's helpful to understand the emerging digital marketing trends so those in the home services field can best position their companies for growth in 2021. As a testament to our field's innovation, substantial numbers of these changes are likely to remain in place long after the pandemic passes. While this naturally proved a challenge, home services professionals collectively rose to the occasion. Due to the COVID-19 pandemic, many businesses had to adapt to new methods of doing business. 2020 was a year of tremendous change for the home services industry.
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