The cleaning industry is a very competitive business online. You need to understand the best ROI, the turn around times and tactics involved with each of the major strategies involved with digital marketing. Below we have created a guide explaining the differences between SEO and Ads, and what you can do to get moving in the right direction.
Local SEO vs. Organic SEO:
Local SEO traffic is the driving sources of leads for most cleaning companies. Here’s why we always recommend local SEO to our local business clients.
Local SEO connects you with ready to buy customers in your area. These are very likely to convert into paying clients.
- Google Maps: The majority of customers will type in search terms that result in a google maps listing being shown to them. Search terms like “cleaning services near me” or related terms are going to be your money makers on Google. With a local seo expert, your goal is to generate traffic from all local sources from Google maps to yahoo and other directories used by potential customers.
Why Outbound Marketing Should Not Be A Primary Focus
Outbound marketing tactics like cold calling or social can be expensive and time-consuming. You are not targeting ready to buy customers, you are instead branding and hoping someone is interested in your services and reaches out.
Cost-Effectiveness: Inbound marketing puts you in front of potential customers looking for your services right now. Outbound marketing is more like fishing, and casting a wide-net. This can become very expensive, and most companies will tell you it takes many months to create brand recognition.
The Stats Say It All: Local SEO vs. Organic SEO vs. Branding vs. Ads
Let’s take a closer look at the numbers to understand the effectiveness of various marketing strategies:
- Local SEO:
- 50% of mobile users visit stores within one day after a local search.
- 72% of consumers who have used local search will likely visit a store within five miles.
- Organic SEO:
- Organic search traffic is responsible for 53% of all website traffic on Google.
- Google Ads:
- Google Ads can increase brand awareness by up to 80% and up to 50% of customers will use Google ads to find a local business.
- Branding:
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- It takes 5 to 7 impressions for people to remember a brand. Depending on your city’s population, this can get very expensive.
- Branding-focused marketing strategies, like TV advertising, can take years to show substantial results.
Sources: Google, BrightLocal, HubSpot, Search Engine Journal
How to Optimize Your Google Business Listing
Optimizing your GMB is actually very straight forward, but you have to do it right. Here are some steps to get started:
Google Business Profile Optimization:
- Claim and Verify: Claim your GMB listing and get verified.
- Fully complete Your Profile: Complete all sections of your GMB profile, including business hours, services offered, and upload photos of your brand, work or anything else that customers are looking for.
- Reviews: Have customers leave reviews on your GMB profile. Positive reviews boost your rankings and credibility.
Here is a DIY Google Business SEO Guide written by an expert at Inbound
Website Optimization for Local SEO:
- Keyword Research: Find and integrate keywords (e.g., “cleaning services in [Your City]”) into your content.
- Localize your website: from content to displaying an address on all pages, you need to make sure your website is recognized by Google as a local business. Signals are everything when you optimize for local SEO. .
- Mobile-Friendly Design: Ensure your website is mobile-friendly, user friendly and loads fast. You can use Googles core web vital tools to get started.
Here is another DIY Website Optimization Guide that will get you moving in the right direction.
Competition Research.
Competitive research is one of the first steps you should take. This can give you inspiration for website design, layout and content ideas. More importantly, you can see what top ranking companies are doing for their SEO.
Research:
- Analyze which keywords your competition is targeting and fill in the gaps wherever you can.
- You can create a sitemap for your website based on researching the top 5 ranking websites. This is how you organize which keyword rank where.
- You can also use tools like www.brightlocal.com to research what citations they have created , so that you can build them for yourself.
Thinking Beyond:
- Do not get stuck looking at local companies, you can also analyze similar cleaning companies in other cities for new ideas and tactics.
- Find strategies, and ideas that might stand out in your region that have not been utilized by competitors. From sales / marketing messages, call to actions, and content ideas, there are many opportunities available to you.
Tracking Calls and Emails for Enhanced ROI
Tracking your marketing is vital to success. You need to know whats working, how much you are generating and where you need improvement. Using a company like www.Callrail.com is the best way to get started. This reporting software will give you all the data you need to realize your sources of leads.
- What works. Tracking can identify which strategies are working, or where you need help. From budget to optimization, this data is important with a constantly changing landscape where where Google is constantly updating their algorithms, and other factors like seasonal forces can affect business.
- Measuring ROI: You can calculate your cost per leads, closing ratios for each marketing medium and source. Making informed marketing decisions can help you grow substantially.
Role of SEO Experts
An SEO expert has the experience you need to kick start your inbound journey. Without having to go out and learn all the ins and outs of SEO, website edits, and backlink development, while you focus on your business. An SEO expert is an investment, and choosing the right expert can make all the difference in the world.
- Find an SEO professional that understands the constantly evolving Google search engine and can adapt accordingly.
- They will save you time and money and be able to answer your questions, complete tasks, and keep you ahead of the pack while you can focus on your core business.
Partner with Inbound SEO & Google Ads Agency
At Inbound SEO & Google Ads Agency, we have over 15 years of experience in helping SMB’s build their businesses online. We offer a month to month seo service, with no long term contracts. Contact us today to get started.
