For small, mobile, local businesses operating without a fixed storefront, navigating the world of local SEO can feel like charting uncharted territory.
Service area businesses (SABs) – think plumbers, electricians, mobile pet groomers, and the like – face unique challenges in establishing a strong online presence.
However, by understanding the nuances of local SEO for service area businesses and implementing the right strategies, you can effectively target your service areas and reach more customers than ever before.
This comprehensive guide will delve into the intricacies of local SEO for SABs, providing valuable insights, strategies, and best practices to help you effectively target your coverage area and maximize your online visibility to drive more local traffic and business.
Understanding Service Area Businesses
Service area businesses are those which travel to their customers’ locations to provide services.
Unlike traditional brick-and-mortar businesses, SABs don’t rely on foot traffic or a fixed storefront. Instead, their service area boundaries define their primary markets.
Common examples of SABs include:
Plumbers.
Electricians.
HVAC technicians.
Roofer.
Mobile pet groomers.
House cleaning services.
Mobile paramedical services.
Landscapers.
Challenges And Opportunities For SABs In Local SEO
SABs face unique challenges in local SEO due to the absence of a physical address to promote and establish authority for.
All local businesses have the challenge of establishing their localness and E-E-A-T, as found in Google’s Search Quality Raters Guidelines, and without a clearly defined base of operations, this can become a little more difficult.
However, this also presents opportunities to expand the business’ reach beyond a single location.
Challenges
No storefront to attract local foot traffic: SABs can’t rely on traditional local SEO tactics like optimizing a Google Business Profile listing with a physical address pinned to a Google Map, thereby more naturally appearing in searches “near me,” which has become a very common local consumer query. However, read on, as GBP optimizations are still possible and highly recommended.
Competition from businesses with storefronts: SABs often compete with both established businesses with a physical presence and other SABs in a local market.
Clearly defining, targeting, and establishing authority within the desired service area: Accurately defining and targeting the service area is crucial for SABs to reach the right customers. However, this means having to prove to Google your business is effectively able to reach customers across a potentially wide service area, which may cross into the “territory” of multiple other service area businesses.
Opportunities:
Wider reach: SABs can naturally target a broader geographic area compared to businesses with a fixed location.
Flexibility: SABs can adjust their service areas based on customer demand and expanding business goals.
Cost-effectiveness: SABs can typically operate with lower overhead costs compared to businesses with physical storefronts.
Read More: Local SEO For Non-Physical Businesses: Overcoming The Challenges
Key Strategies For Local SEO For SABs
To overcome the stated challenges and capitalize on the opportunities, SABs need to implement effective local SEO strategies.
This means ensuring they are incorporating and optimizing content in the areas where customers are searching.
According to a 2023 Brightlocal study, the top five most trusted platforms consumers use to find information about local businesses are Google (66%), Google Maps (45%), business websites (36%), Facebook (32%), and Yelp (32%). We’ll review if and how to address each as a key organic channel.
Here are some key strategies to consider:
1. You Can And Must Still Optimize Your Google Business Profile
For many businesses, a GBP is as, if not more, important than their corporate website.
A Think with Google study from 2019 points out “60% of smartphone users have contacted a business directly using the search results (e.g., “click to call” option)” and this has no doubt only continued to increase.
Screenshot from Google Business Profile, November 2024
While SABs don’t have a physical storefront, they can still leverage GBP to enhance online visibility. Here’s how:
Create A GBP Profile
Even without a storefront, you must create a GBP profile and select the “service-area business” option.
Under this option, you will add but hide your address and then select up to 20 service areas you cover based on city or postal code.
Important note from Google Help:
“The boundaries of your overall area should not extend farther than about 2 hours of driving time from where your business is based.”
If your service area does extend beyond two hours of driving time, you would be well advised to consider setting up another GBP with a primary address closer than two hours away.
Choose Only Relevant Categories
Select primary and secondary categories from those provided in GBP that most accurately reflect the services you offer.
Do not select a subcategory if you do not offer the service, but would like to be found by people searching for the service.
This is a common mistake many businesses make, which can backfire by diluting their authority.
Complete Your Entire Profile
Fill out all of the relevant sections of your GBP profile, including your business name, phone number, website, service areas, hours of operation, social links, payment options, accessibility, amenities, languages supported, and photos (i.e., logo, interior, exterior, product, etc).
Keep in mind that you are trying to provide your audience with every possible detail regarding your business and don’t want to exclude anyone by leaving out key information.
You may also find you are able to gain business by indicating you belong to or service a particular demographic.
Encourage And Promptly Respond To Customer Reviews
Google Business Profile reviews are a powerful ranking signal.
Positive reviews or even prompt and effective responses to negative reviews can significantly boost your local ranking and build trust with potential customers.
For service-area businesses needing to “prove” their coverage, it is important to gain reviews from customers across the defined service area.
So, if you’ve included 10 specific areas you service within a two-hour driving distance, you should be looking to obtain reviews from satisfied customers in each of those areas.