Home service business owners who are frustrated with their search engine rankings may be surprised to learn that old-school marketing tactics may be one of the quickest ways to improve their visibility and grow their website traffic. There are thousands of factors that influence how search engines determine which websites should rank. Branded search traffic has been documented as a significant factor that can influence organic ranking and visibility on Google Maps. But what are branded search queries, and why are they so important? Let’s break it down in simple terms.
What Are Branded Search Queries?
A branded search query happens when someone types the name of your business or a variation of it into a search engine. For example, if your business is “Speedy Plumbing,” a branded search query could be “Speedy Plumbing services,” “Speedy Plumbing reviews,” or just “Speedy Plumbing.” These searches show that people are looking specifically for your business instead of just a general service.
- Why Are Branded Searches Important? Branded searches are important because they show that people recognize your business. Over time, search engines like Google and Bing track this data and incorporate this into their algorithm scores of how they view your business.
- Better Organic Visibility: When people search for your brand name, search engines take notice. If your business gets a lot of branded queries, Google and others see this as a sign that your brand is trusted and well-known. This can make your business appear higher in search results, even for general searches like “plumbers near me” or “best lawn care.”
- Improved Click-Through Rates (CTR): When someone types your business name, they are more likely to click on your website because they are already familiar with your brand. This increases your website’s click-through rate (CTR), which is a factor search engines use to rank websites. A higher CTR can lead to even better rankings.
- Boost in Local Search Rankings: Home service businesses often depend on local customers. Branded searches can help your business appear in local search results and maps, making it easier for nearby customers to find you.
How Can Home Service Businesses Increase Branded Searches?
Advertising your home service businesses is one of the fastest ways to increase consumer awareness and drive more branded search traffic. Home service companies should consider how their brand is unique within their market area, what their value proposition is, how they are different from their competitors, and channels that may help them get in front of additional customers.
The Importance of Omni Channel Marketing for Home Service Companies
Advertising on radio, TV and billboards is a long-term advertising practice for small businesses. Marketing through direct mail and postcards can be an effective medium to reach targeted homeowners with specific offers. Facebook, Instagram, and YouTube have proven to be great channels to help small business owners showcase their brands and grow their businesses locally. The more people recognize your brand, the more likely they are to search for it.
Encourage Reviews on Google, Facebook and Yelp
Ask happy customers to leave reviews on Google or Yelp. When people search for your business, they’ll often add “reviews” to their query. Positive reviews can boost your brand and attract more customers. The best way to encourage branded searches is to provide excellent service. When people have a good experience, they’re more likely to remember your name and recommend you to others.
Branded Traffic Contributes to Improved Search Engine Visibility
Driving branded search queries is like building a strong foundation for your home service business. When more people search for your brand name, it improves your visibility, attracts local customers, and boosts your rankings in search engines. By focusing on brand awareness and customer satisfaction, you can turn your business into a trusted name that people actively search for online.
HLM can help you evaluate your brand awareness and local visibility. We have helped hundreds of home service companies with omnichannel marketing to improve their brand visibility, increase branded search queries, and generate more leads and calls for their business.
