10 Things You Can Do Right Now to Rev Up Your Local SEO Rankings

Patrick McFadden

10 tactics that are working right now for local service businesses to improve rankings on Google

Are you ready to crack the 2023 code to Google success? If you're running a local service business, you're about to dive into a treasure trove of strategies that are lighting up the map!

In the ever-evolving world of digital marketing, staying ahead of the curve is essential. And when it comes to local service businesses, the stakes are even higher. Your potential customers are out there, searching on Google for services just like yours. The question is, will they find you or your competitors first?

Here are the 10 tactics that work right now:

#1: Include keywords in your business name

Ever since the creation of local packs on Google, the keywords baked within a business's name have had a substantial influence over rankings. 🌟🔍 It's been one of those SEO secrets that savvy businesses have used to claim their spot in the local 3 pack. Changing the business name legally or registering a DBA that includes keywords can dramatically improve local search visibility.

#2: Add internal links to your GBP landing page

No doubt about it, the Google Business Profile (GBP) landing page is a total game-changer for local businesses. It's your golden ticket to boost visibility in that coveted map pack for your GBP listing(s), and guess what? The URL you choose for your GBP listing plays a crucial role in rankings. So, here's the big question: How do you optimize that GBP landing page for ranking success?

If you're running a local business with just one location, chances are your GBP landing page doubles as your homepage. But here's the twist: That's not a hard-and-fast rule. So, how do you confirm which page is the chosen one? Pop into Google Search Console (GSC) to spot the page that's getting traffic for the keyword you want to rank for in maps. A quick tip, though: Ensure your chosen keyword serves up a map pack in the search results. If it doesn't, pivot to another keyword and try again!

Don't leave any of your services off your GBP landing page(s). If you forget to mention a service there (or anywhere else on your website), Google might get a bit puzzled about what your GBP should rank for, beyond the primary keyword you're aiming at. Besides, showcasing these services on your GBP landing page can give your "website mentions" a well-deserved spotlight.

#3: Move your physical address or double down on SEO

Since the Vicinity update at the end of 2021, we have seen many businesses opening new offices to overcome the fact that Google essentially shrunk how far you could rank from your physical location. Checking to see what physical city your business is actually located in and understanding how much it impacts ranking can help make you a super sharp business owner.

What if your physical business location is in a city, county, or business park that's different from the area you want to service?

Backlink Strategy: Start earning backlinks with anchors that prominently feature your target city's name.
Optimize Your Website: Give your website a makeover, including smart internal linking, to send a crystal-clear message to Google that you're firmly serving a targeted group of service areas.
Change Your Business Address: If possible, the most impactful move is to physically relocate your business inside the borders of the city you're targeting. It's like giving Google a geography lesson!
Target long-tail keywords: If moving isn’t an option, I would focus on optimizing the website, and the GBP landing page in particular, for long-tail search terms. Onsite optimization has a direct impact on local pack/finder rankings and long-tail keywords, which are less competitive. This makes them easier to rank for even if you are located further away.

#4: Be active on Google Business

Here's a little tip from the trenches that's been working wonders: Get active on your Google listings! In addition to pulling in reviews, add photos, check services, and add post. This activity will help gain visibility. Learn more about this here.

#5: Get links and mentions in third party publications and sites

For single-location or handful-of-location small businesses, getting just a few quality links and mentions in trade publications and locally-oriented websites remains tremendously helpful.

Getting backlinks can seem like a daunting task. If you don’t have any backlinks yet you can get up and running pretty quickly by tapping your existing partners and resources within your community. Things like the local chamber of commerce online listings, alumni directories for the founders’ schools, and church and community directories are great places to start. This is the low-hanging fruit, and getting these backlinks set up is a great way to ease into in a advanced backlink strategy.

#6: Create service area pages

Service Area pages are something every local SEO is intimately familiar with. Creating quality local content for service area pages to rank organically, rather than relying on duplicate/similar content to rank well in multiple locations. I find similar content strategies still work in some industries/markets, but investing the time to create valuable content on service area pages has proven to improve organic rankings, increase traffic, and increase conversions on these pages.

Writing content focused on the same services for multiple cities can get repetitive really quickly. You need to talk about the services you offer on these pages but make it as unique as possible.

Write about local landmarks in the area
Talk about your company’s connection with the area
Highlight related businesses in the city that your customers may be interested in
Write about local nonprofits
Mention primary roads and highways
Talk about community events

#7: Use basic onsite SEO

You know, in the ever-evolving world of SEO, sometimes it's the old-school tactics that still do the heavy lifting. When it comes to boosting your online rankings, think beyond linking to it in the main navigation, you also want to link to it on all relevant pages of your site; think the homepage, service pages, and even relevant blog pages. Simple tweaks to your website can go a long way too. Optimize your pages, sprinkle in some relevant keywords, and use schema! You've got the basics covered.

Believe it or not, these timeless tricks can move the needle like a pro. Sometimes, it's all about getting back to the basics.

#8: Make sure your website is rock solid

What if I told you that your website has the power to lead visitors on a transformative journey—one that enhances your credibility, elevates user experience, and ultimately increases their willingness to pay (WTP) or work with you (WWY)? That's the game-changer, and it all starts with understanding the main role of a website. Read more on the must have elements of a website here

#9: Build content in stages

A consistent strategy that I’ve leaned into is building content in a few stages. First we build out the content that aligns with a client’s bottom of the funnel sales process. Second, we develop all the content that supports all stages of the buyer’s experience with your product or service. Yes it takes effort and budget, but this is how we’ve developed topical authority in different niches. We also have been focusing a lot on internal linking in order to reinforce those topical authority signals.

#10: Dig into Google search console

Digging into Google Search Console data constantly, and stepping extra hard on certain pages or topics based mostly on the “Pages” and “Queries” data and on the “internal links” report. Also, the minute you find a page that ranks for a term you didn’t even try to rank for, you create a dedicated page just on that topic. The main thing is to spend time in Search Console early and often. Pretty much all of the data can tell you something and inform your decision-making for the better. You can use the whole pig.

In conclusion, local SEO is a dynamic field where strategies and tactics must adapt to algorithm updates and changing user behavior. These insights provide a valuable roadmap for businesses looking to improve their local search visibility and drive more conversions. Whether it's optimizing Google Business Profiles, creating quality content, or fine-tuning technical SEO, there are a wide variety of approaches that can yield positive results in the world of local SEO.

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Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025

Discover how Google’s LSA update impacts kitchen & bathroom remodeling marketing. Learn SEO tips to attract leads and boost visibility in Richmond VA & beyond.

The Future of Marketing and Selling May Not Be To Humans But AI Agents

By Patrick McFadden • January 9, 2025

For years, the focus of marketing and sales has been to appeal directly to human customers—to connect emotionally, build trust, and ultimately close the deal. But the rules are changing, and small businesses need to be aware of a massive shift on the horizon: the rise of AI agents as decision-makers. At first, this may sound like science fiction. After all, aren’t people the ones making purchases? But the reality is that artificial intelligence (AI) is quickly becoming the gatekeeper for consumer and business decisions. Understanding this shift is critical for small businesses, as it offers both challenges and opportunities. Let’s dive into what’s happening, why it’s happening, and how your small business can prepare. What Are AI Agents? AI agents are advanced technologies designed to handle complex tasks for consumers. They don’t just provide recommendations—they make decisions. Think of an AI agent as a virtual assistant that interprets your needs, evaluates options, and executes the best solution on your behalf. Here’s a simple example: You might tell your AI assistant, “Find me a hotel near Central Park for two nights within a $1,000 budget.” In response, your AI: Searches available hotels. Compares prices, reviews, and amenities. Books the best option without you needing to lift a finger. For the consumer, it’s all about convenience. For businesses, however, it changes the game: your target audience is no longer just the human buyer—it’s the AI agent. Why Is This Happening? Convenience for Consumers Consumers want faster, easier, and more reliable decision-making. With so much information available, the process of comparing options can be overwhelming. AI agents streamline this process by narrowing down choices and delivering results that align with the consumer's preferences. AI’s Superior Decision-Making AI can process far more data than a human ever could. It evaluates everything from price and reviews to proximity and availability, all in seconds. This allows it to make decisions that are more informed and objective. Consumer Trust in AI As AI becomes more sophisticated, people are increasingly comfortable delegating decisions to their virtual assistants. Trust is shifting from brands directly to the AI agents that curate and recommend those brands. Simple Examples of AI in Action Small businesses are already seeing AI at work in various industries. Here are a few scenarios to illustrate what’s happening: Travel and Hospitality A traveler asks their AI assistant to book a flight and hotel for a weekend getaway. The AI evaluates options, finds the best deals, and books everything. The business that optimizes its data for AI discovery wins the booking. Retail A customer needs a pair of running shoes. Their AI searches for shoes with great reviews, the right size, and quick delivery. It bypasses generic search results and goes straight to businesses with clear, accessible product data. Healthcare A health app uses AI to evaluate symptoms and recommend over-the-counter solutions. Pharmacies with optimized digital listings and relevant information are prioritized by the AI. Home Services A homeowner asks their AI, “Find me a plumber near me with 5-star reviews who can come today.” The AI scans local listings and books the business with the most reliable and visible online presence. What This Means for Small Businesses The shift to AI-driven decision-making has huge implications for small businesses. Here’s what you need to know: 1. Your Audience is Changing You’re no longer marketing solely to human buyers—you’re marketing to the AI agents making decisions on their behalf. These agents prioritize structured data, transparent pricing, and measurable value over emotional branding. 2. Local SEO Becomes More Critical AI agents rely heavily on local search data. If your business isn’t optimized for local SEO —clear location details, accurate business hours, and positive reviews—you’ll be invisible to AI. Need help with your local SEO? Get in Touch. 3. Quality Data Wins AI thrives on structured, high-quality data. If your service descriptions, product descriptions, pricing, and availability aren’t clear and accessible, AI will skip over your business in favor of competitors who have optimized their data. Check out this article so AI doesn't skip over your business. "5 Must Have Elements of Service Area Pages" 4. Proximity Matters For many services, AI prioritizes businesses that are physically closer to the consumer. This is especially true for industries like home services, healthcare, and retail. Small businesses can capitalize on this by focusing on hyper-local SEO strategies. 4a. For Service Area Businesses, Precision is Key For service area businesses (SABs)—those that don't operate from a fixed location but serve customers within specific geographic regions—AI's prioritization mechanisms work differently compared to location-based businesses like retail stores or offices. Instead of prioritizing physical proximity alone, AI evaluates the clarity and accuracy of your defined service area. This is especially critical for industries like commercial cleaning, plumbing, pest control, HVAC, or mobile health services. Learn more about - 5 Steps: Local SEO for Service Area Businesses AI agents rely on several key factors, including: Accurate and detailed information about your service area. Keywords that highlight your services and locations. Social proof, such as reviews, ratings, and testimonials. Content that directly connects to your service area, like localized blog posts or FAQs. The accuracy and consistency of your listings on platforms like Google Business Profile. Quick response times to inquiries. A well-optimized website with clear navigation and mobile responsiveness. Integration of AI-friendly tools like chatbots to provide instant information to users and demonstrate efficiency. An active presence on local social media channels to further enhance visibility and engagement within your service area. By optimizing these elements, service area businesses can enhance their visibility and ensure AI agents prioritize them for local searches. 5. The Playing Field is Leveling While it may seem daunting, this shift levels the playing field for small businesses. Unlike traditional advertising, where big budgets dominated, AI prioritizes data quality and relevance—areas where small businesses can shine. How to Prepare Your Service Based Business for an AI-Driven World Here’s how you can start positioning your business to succeed in an AI-driven world: 1. Optimize for Local Search This step is even more critical for service-based businesses, especially those operating in specific geographic areas (like commercial cleaning, plumbers, HVAC companies, and remodel services). Focus on hyper-local SEO by including business districts, neighborhoods, zip codes, and cities you serve in your website content and Google Business Profile. Add a "service areas" page to your website to clarify where you operate. Encourage reviews that mention specific services and locations to boost credibility in local searches. Use geo-targeted keywords like “emergency cleaning services in Dallas” or “24-hour plumbing in Brooklyn.” 2. Provide High-Quality Data For service-based businesses, this means being very clear about what you offer and where : Use structured data to outline services , pricing estimates, and FAQs. Include service-specific keywords in descriptions, such as "drain cleaning" or "roof repair." Add before-and-after photos , case studies, or examples of completed projects to help AI and potential customers understand your expertise. Create mobile-friendly booking forms for easy service requests. 3. Focus on Trust and Transparency Service-based businesses rely heavily on customer trust because most services are provided on-site or involve direct customer interaction. Highlight safety measures , certifications, and background-checked employees to build confidence. Share detailed testimonials or video case studies that walk through successful projects. Be transparent about response times , pricing structures, and warranties for services. Add "Meet the Team" pages to introduce key staff or technicians, humanizing your business and building rapport. 4. Target AI-Specific Needs AI-driven search is increasingly intent-based , meaning it focuses on what customers are looking to achieve (e.g., “find a reliable roofer near me”). Service-based businesses can target this effectively by: Optimizing for voice search (e.g., "Who fixes water heaters in Austin?"). Using conversational language and FAQs that match natural language queries. Structuring content to answer specific questions like "How much does roof repair cost?" or "How long does an AC repair take?" 5. Embrace AI Tools Service-based businesses can benefit greatly from AI to improve operational efficiency: Use AI-powered scheduling tools to let customers book appointments automatically. Implement chatbots to handle inquiries about availability, pricing, and service areas. Leverage AI analytics to predict seasonal demand spike s (e.g., higher calls for HVAC repairs in summer). Adopt AI-enabled CRMs to track customer preferences and improve follow-up communication. The Opportunity Ahead While the rise of AI agents might seem like a challenge, it’s also a massive opportunity for small businesses. By optimizing your digital presence, focusing on transparency, and understanding how AI evaluates options, you can position your business to thrive in this new era. Remember: AI agents aren’t just replacing human decision-making—they’re enhancing it. By meeting AI on its terms, you’re not just staying relevant—you’re setting yourself up to win in the future of business. So, take a look at your business today. Is your data accessible? Is your local SEO in place? Are you ready to meet the needs of AI agents? The future is coming fast, and the time to prepare is now. Need Help? My marketing firm, Indispensable Marketing, provides a step-by-step strategy and implementation process tailored for service-based businesses with revenues between $750,000 and $7 million. We help optimize local SEO, craft trust-building content, and create scalable marketing processes that deliver measurable results . From foundational setup to growth-focused tactics and amplification strategies, our approach ensures clarity, confidence, and long-term success in your marketing efforts. Get in Touch

The Missing Ingredient for Small Business Marketing in 2025: Leadership, Not Tactics

By Patrick McFadden • January 9, 2025

As we approach 2025, the changes in the business landscape are going to be significant, and many companies are already feeling the pinch. If you’re one of those business owners who’s noticing a decline in leads or a drop in website traffic, you’re not alone. Something is happening in the market, and businesses are beginning to see the winners and losers emerge. But here's the critical thing : the reason many businesses fall behind is not because they lack tactics—it’s because they lack marketing leadership. Why Marketing Leadership Matters I’ve worked with many small businesses over the years, and one thing is crystal clear: most marketing failures stem from a lack of leadership. It’s easy to get caught up in the latest marketing tactics or rush into hiring a marketing agency, but without a clear leadership strategy guiding your efforts, you’re just throwing darts at the wall. Your marketing activities might be disconnected, ineffective, and lack the cohesion that makes them truly impactful. Marketing leadership is the key to taking a business from spinning its wheels to driving real, measurable growth. Whether you have internal marketing hires, work with an agency, or manage things yourself, someone needs to own the strategy and ensure marketing activities aligns with the company’s overall growth goals. This is what I call the missing ingredient in many businesses—marketing leadership. The Three Pillars of Marketing Leadership Strategy Thinking First: It’s not just about tactics; it’s about understanding where you’re going and how you’re going to get there. This means developing a clear marketing strategy that aligns with your brand’s core identity, including who you are promising to help (ideal customers) , what problems you are promising solve for them, and how your images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency represents its promises. Once the strategy is defined, you’ll know exactly where to invest your resources and which marketing channels will move the needle. Fixing the Foundations: Before you get fancy with campaigns, you need to fix the fundamentals. This means ensuring your website is a trust-building workhorse , your messaging is aligned with your ideal customer’s needs , and your content is educational and building credibility . When you have a strong foundation, every marketing effort you put forth will be more effective. Building a Repeatable Process: A solid marketing process isn’t just about running ads or posting on social media; it’s about creating a machine that works long term. This process needs to generate consistent leads, build your brand, and retain customers. A marketing leader will help you build this process, ensuring it’s repeatable, scalable, and aligned with your business’s growth objectives. Marketing Leadership as a Service: The Future of Small Business Marketing What I’m seeing—and what I believe is the future—is that agencies need to step up and offer something beyond just execution. Instead of acting as subcontractors who only perform tasks, they need to take on the role of general contractors overseeing and managing the entire marketing process. Marketing leadership as a service is about providing that strategic oversight and ensuring everything aligns with the business’s long-term goals. Think of it this way: AI may be taking over certain tactical tasks, but it’s not going to provide leadership. That human touch—the ability to analyze, strategize, and lead—is what will differentiate the winners from the losers in the coming years. Businesses will need marketing support who can step in, assess the situation, create a roadmap, and then help execute that vision. The First Step: Are You Ready? In 2025, marketing leadership will be the key to success for small businesses. It’s not about doing more; it’s about doing the right things in the right order. If you haven’t embraced marketing leadership yet, now’s the time to make that shift and set your business up for long-term success. Final Thoughts It’s easy to get distracted by the shiny new marketing tactic of the week, but without a clear strategy and leadership in place, it’s hard to see real, lasting results. This year, make it a priority to focus on marketing leadership as the core of your growth strategy. The businesses that do this will be the ones that rise above the competition in 2025 and beyond.