You may already be managing your online activities but are you wondering why your leads are slow to surface or why the phone is not ringing. Local customers form the essential backbone of a tradesman’s sales pipeline. It’s where the steady work is, where word of mouth from happy customers spreads to others.
But if your locality has no idea who you are or what you do, both your offline and online activity needs a better direction and plan.
One effective way to boost your visibility among potential local clients is through Local SEO (Search Engine Optimisation). Local SEO involves optimising your online presence to attract more business from relevant local searches. For example: emergency plumber in Huddersfield, heat pumps in Huddersfield, or carpenter in Huddersfield, as examples of searches typed in Google.
This article is not just another article on digital marketing. This focuses on the aspects of local SEO that tradesmen in Huddersfield cannot overlook to be found for those types of local searches.
We will explore practical methods for implementing Local SEO to help tradesmen attract more local customers.
1. Understand Your Local Audience
Research Community Needs
Understanding the specific needs and preferences of your local audience is the first step in tailoring your services. Various methods can help you gather insights about your community:
- Conduct Surveys: After completing a project, ask clients to fill out a short survey about their experience and needs. This helps you understand what they value most.
23 Excellent Customer Satisfaction Survey Examples from Hubspot - Attend Local Events: Participating in local fairs, expos, or community meetings allows you to interact directly with potential clients.
- Monitor Social Media: Stay updated with local news, forums, and social media platforms to identify common issues or trends. Since most homeowners are more likely to be on Facebook than other networks, a useful tool is Mention. It has two ways to track all this with its Facebook Keyword Crawling and Monitored Pages tools i.e. spy on your competitors or a facebook page where your customers go like handyman groups and DIY help pages.
We have a guide that will show you How To Develop A Winning Social Media Strategy For Your Business
Tailor Your Services
Once you have a clear understanding of local needs, tailor your services accordingly:
- Offer Specialised Solutions: Address common issues faced by Huddersfield residents, such as dampness solutions for homes in areas prone to flooding.
- Create Localised Content: Write blog posts or create videos highlighting local projects, showcasing how your services solve local problems. If you’re a plumber, start a DIY guide channel showing how to fix leaks and clogs as an example. Come across as helpful and this will build trust in your service. YouTube can host your videos and then you can add them to your website and write blogs about the videos.
Engage with the Community
Building relationships within the local community can significantly enhance your reputation:
- Support Local Causes: Sponsor local events or charities to demonstrate your commitment to the community.
- Network with Local Businesses: Partner with complementary businesses to cross-promote services. Make use of LinkedIn to find local businesses, not competitors, but ones where cross promotion can work to broaden your audience reach across the town or city. This can be a shout out for a business on your Facebook page or on LinkedIn.
Monitor and Adapt
Consistency is key in maintaining a good rapport with the community. Regularly collect and display testimonials to build credibility and make improvements based on client feedback.
Make posting to and checking your Google Business Profile a priority. Set Up Your Google Business Profile For Maximum Success.
2. Optimise Your Website for Local Searches
Use Local Keywords
Incorporating local keywords helps search engines understand that your business is relevant to local searches i.e. if you’re a plumber in Huddersfield, make sure that your homepage reflects your services around the town by adding several keywords:
- Identify Keywords: Use tools like Google Keyword Planner to find local search terms. e.g. emergency plumber huddersfield, plumber huddersfield.
Use the AHREFs keyword finder to pick out local search keywords. - Update Content: Include these keywords in your website’s titles, meta descriptions, blog posts, and service pages. If using WordPress, make use of Yoast SEO or RankMath or AIOSEO plugins. All are good choices as for each post you write, you will have the META title and description fields in your editor and all you do is fill in the content.
As an example, a carpenter in Huddersfield would spread out those exact words in the content, so the META description which is what people see in Google search results may read like this:
“Looking for professional carpentry services in Huddersfield? Our skilled carpenters offer custom woodwork, repairs, and installations to enhance your home or business. Contact us today for a free quote!” - And phrases like ‘carpenter company near me’. Make use of AHREFs, MOZ or SEMRush to check you are using the right keywords and ask a professional digital marketer for help.
Ensure Contact Information is Prominent
Make it easy for potential clients to find your contact details:
- Consistent NAP: Display your Name, Address, and Phone number consistently across all web pages. Consider using plugins in WordPress like SchemaPro to get the NAP data on your pages. Implement schema markup to help search engines better understand your content and improve your chances of appearing in local search results.
- Professional Phone Number: Use a professional VOIP service to ensure reliability.
Create Local Content
Engaging content can set you apart from competitors:
- Local Stories: Share success stories of projects completed in Huddersfield. And share on your Facebook page and LinkedIn profile. Share further to Huddersfield groups.
- Guides and Tutorials: Write how-to guides addressing common local issues, enhancing your authority as an expert.
Optimise for Mobile
Many users search for services on their mobile devices, so ensure your website is mobile-friendly to provide a seamless user experience.
Build Local Links
High-quality backlinks from local websites can boost your SEO:
- Local Business Directories: Ensure your business is listed in local directories like Yell and My Local Services.
- Partnerships and Sponsorships: Build relationships with local businesses and organisations for mutually beneficial linking opportunities.
Monitor Website Performance
Regularly use tools like Google Analytics to track visitor behavior and refine your strategy based on data insights.
3. Claim and Optimise Your Google Business Profile (GBP) Listing
Claim Your Listing
A Google Business Profile listing or GMP can significantly increase your visibility in local searches:
Find and Claim: Search for and claim your business on GMB, following Google’s verification process.
Complete Your Profile And Make It Stand Out
Provide comprehensive information to make your listing stand out. It’s important that your listing is personalised enough so that it can only describe YOUR business:
- Accurate Details: Ensure your business name, address, and phone number are correct.
- Business Category: Select the appropriate category that best describes your services. You may want to select a few options, for example, many plumbers are also gas engineers.
- Operating Hours: Clearly list your working hours.
Add Photos and Videos
Visual content can attract more attention. As a tradesman, you can share videos on how to do various plumbing tasks as one example. Do these tasks to stay on top of your Google listing exposure:
- Showcase Your Work: Upload high-quality photos and videos of completed projects and your team in action.
- Share Updates: Keep your listing active with regular updates. This is where your GBP profile will stand out the most. Update your profile with your latest offers, advice and any blog posts you write. Stay actively connected to anyone who is searching for details about your business.
Types of updates that engage with customers.
- Posts: Share news, special offers, or upcoming events through GBP posts.
- Questions and Answers: Actively respond to customer questions, adding common ones yourself.
Track Insights
GBP insights provide valuable data on how customers interact with your listing, helping you refine your strategy.
- Keep Information Up-to-Date
- Regularly update your listing to reflect any changes in your business.
4. Encourage and Manage Online Reviews
Encourage Positive Reviews
Positive reviews can significantly impact potential clients’ decisions:
- Ask for Reviews: Encourage satisfied clients to leave reviews on platforms like Google, Facebook, and Trustpilot.
- Simplify the Process: Provide easy-to-follow instructions or links to review pages.
Respond to Reviews
Engaging with reviews shows you value customer feedback:
- Positive Reviews: Thank customers for their positive feedback.
- Negative Reviews: Address negative feedback professionally and constructively, showing your commitment to improving services.
Showcase Testimonials
Display testimonials on your website and social media to build trust with potential clients.
Monitor and Adapt, Yes, This Continues, It’s An Ongoing Task
Regularly check review platforms for new feedback and make necessary improvements based on customer input.
Recap of How Tradesmen in Huddersfield Can Use Local SEO To Attract More Local Customers
- Understand your local audience and potential business partnerships
- Optimise your website for local search terms
- Claim and optimise your Google My Business listing and post at least twice monthly
- Manage and encourage online reviews
Tradesmen in Huddersfield can effectively use Local SEO to attract more local customers. Implementing these strategies will not only enhance your visibility but also build stronger relationships within the community.
Start applying these methods today to see a noticeable difference in your local customer base.
If you need help building your business in Huddersfield, reach out for a free consultation call with Wildwood Digital, specialists in leads for tradesmen in Yorkshire.
