Every business needs the same thing: to be seen.
If you run a home services company, it’s especially important to show up when local customers search for the type of work you do. That’s where local search engine optimization (local SEO) comes in. By focusing on your specific service area, you attract the right customers without wasting time or money on irrelevant leads.
In this post, we’ll explain what local SEO is, why it matters, how Google’s algorithm works, and five steps you can take to improve local rankings for your business.
What Is Local SEO?
Local SEO—short for local search engine optimization—is the process of increasing a website’s visibility in location-based Google searches.
For instance, if someone types “best pizza Sacramento” into Google, the results they see are specific to the Sacramento area. That’s local SEO in action: the site for a Sacramento pizzeria shows up instead of one in a different city.
For home services companies—like plumbers, electricians, HVAC technicians, and more—local SEO marketing ensures your site appears when people search for businesses like yours in your community.
When people search Google for the services you provide in your area, does your website show up?
If not, you need to invest in local SEO.
Why Is Local SEO Important?
As mentioned in our Beginner's Guide to Local SEO:
"The purpose of local SEO is to ensure your business appears in Google search results when people look for nearby products or services."
That visibility is huge. According to Google, 76% of people who run local searches on their phones visit a related business within 24 hours. Even more impressive, 28% of those searches lead to a purchase.
If your site can reach the top of local results, you’ll connect with more customers and drive real revenue growth.
Get to Know Google's Ranking Algorithm
You can’t talk about local search engine optimization without talking about Google, which holds 86.64% of the global search market. Understanding the basics of its ranking algorithm can help you figure out how to improve local rankings.
Google primarily looks at:
Relevance
Google wants to show pages that match what a user types in. That’s why keywords matter. If your site aligns with the search terms people actually use (like “emergency plumber in Dallas”), you’ll rank higher.
Location
For local searches, Google factors in your business’s address to ensure people get area-specific results. A pizza parlor in Spokane won’t appear in “best pizza Sacramento.”
Popularity
Google considers how “popular” a site is—looking at factors like backlinks, social media presence, and website traffic. The assumption is that popular sites are trustworthy.
Now that we've gotten to know Google, let's talk about improving your local SEO ranking.
How to Improve Local Ranking in 5 Steps
1. Optimize Your Google Business Profile
Your Google Business Profile (GBP) can make or break your local strategy. Here’s what to do:
- Set Up Your Profile
If you haven’t done so already, create your free GBP at google.com/business. - Enter Complete Information
Include your full business name, address, phone number, website link, and hours of operation. - Add Quality Photos
Profiles with eye-catching photos get more clicks, and those clicks lead to more business.
2. Refine Your Website for Local SEO
Next, take a look at your site. Even small improvements can increase your local search engine optimization success:
- Make It Mobile-Friendly
More than half of all web traffic comes from mobile devices. A site that looks great on any screen keeps visitors engaged—and Google prefers mobile-friendly sites. - Use Relevant Keywords
Think about the terms people type in when they need your services (e.g., “HVAC repair in Phoenix” or “emergency plumber near me”). Weave these phrases naturally throughout your content—just don’t overstuff them. - Keep Your Information Consistent
Make sure your address, phone number, and business name match everywhere—on your site, your GBP, Yelp, Facebook, and other platforms. Google looks for consistency as a sign of trustworthiness; your local ranking may plummet if this information doesn't match.
3. Implement a Content Marketing Strategy
Blogging and creating useful articles can enhance your local SEO marketing in two ways:
- More Ranking Opportunities
Each blog post can target a specific keyword or question your customers have. - Customer Relationships
By providing valuable tips or industry insights, you build trust and credibility—so when someone needs help, they’ll remember you.
4. Collect & Respond to Customer Reviews
Online reviews play a major role in local search engine optimization.
Positive reviews on Google, Yelp, Thumbtack, or other directories show that customers appreciate your business, which can lead Google to rank you higher.
- Ask for Reviews
A friendly request after a successful job can go a long way. Most customers are glad to help. - Respond to Feedback
Thank people for positive comments and address negative ones with a respectful, solution-focused tone. This shows potential clients you genuinely care.
5. Build Local Links
A backlink is any link from another site pointing to yours. Google sees these as votes of confidence, especially if they come from reputable, local sources.
Here are a few ways to build valuable backlinks:
- Partner with Neighboring Businesses
For instance, if you’re a roofer, swap links with a local gutter installation company. - Sponsor Local Events
Many event websites include a “Sponsors” section where they’ll link to your site. - Engage Local Media
Pitch a story about your community work to the local paper. If they cover it, they’ll likely link to your site. - Try Guest Blogging: You can always write blogs or articles for other local businesses. Make sure you link to your website in the content when you do.
Make sure any links you get come from sites that Google considers reliable. Quality matters more than quantity. This tool from Ahrefs can help you gauge website authority.
How Scorpion Can Help with Local SEO
If you’re serious about local SEO marketing, a helping hand can speed up your progress.
Here’s what Scorpion does to move the needle for small businesses:
Ranking AI
Our artificial intelligence tool analyzes which keywords are most valuable for your local market.
Localized Content & Ads
We tailor your website and advertising to fit your specific area and the customers you want to reach.
Bold Strategies for Real Results
You’ll get data-driven ideas to push your business higher in local rankings.
For more than 20 years, we’ve helped businesses grow by focusing on what really matters: reaching people in your community who need your services.
“Since our new marketing manager took over, we are now organically on the first page, and our revenue increased by almost $100K per month. She stays in touch and makes me feel like we are the only clients she has. The truth is, she simply makes me look good.”
- Bill McEwan (Nuckols Plumbing & Gas)
Ready to Improve Your Local SEO?
You have the five basics of local SEO: your Google Business Profile, a fine-tuned website, keyword-driven content, strong reviews, and a solid backlink strategy. Follow these steps consistently, and you’ll see your visibility and leads go up.
If you’re ready for professional help with local search engine optimization, schedule a consultation with Scorpion. Our team can help you rank faster, connect with more customers, and build a thriving local presence.
Let's talk about local SEO. Contact Scorpion today!
.jpg)
.jpg)
