Did you know…
…4 out of 5 consumers look online before they buy. That’s why you need to be on the first page of Google.
When people search for “house cleaning in [Your City],” you want your website to show up first (otherwise, they might never click on you!). The only way to do that is Search Engine Optimization or SEO.
Sound a bit too technical for you? Well, I have some good news… and some great news.
The good: you can do most of your own SEO in-house.
The great: After reading this guide, you will be an SEO specialist.
If people find your cleaning business on Google, they are ready to buy from you right now. So let’s make sure they find you!
The 3-Part SEO Strategy for Cleaning Businesses:
SEO is a great way to marketing strategy your cleaning business.
It sounds like a scary, technical concept but we’re going to break down what you can do to boost yourself through the ranks of Google results in three, easy-to-implement steps.
1. Simple Website Improvements with Huge Returns
This is the most important place to start because good SEO starts with the right keywords. When you optimize your website with the right keywords, you’ll get higher in any search results.
Also, this will help you get more “highly qualified leads” instead of random people who are “just browsing.”
What’s in a (domain) name?
You want to have an easy-to-use domain name. If your company were in Dallas and called Sunrise Cleaning, you’d want:
Something like “sunrisecleaningdallas.com”
Include your location in your domain name if possible. It will help connect your business to the area you serve.
Use our Two-Step Cleaning Company Naming Guide to give your cleaning business a great, SEO-serviceable name.
An important consideration when choosing a domain name is what people are searching to find residential or commercial cleaning services in your area. You can use a tool like Google’s Keyword Research Tool to see the average monthly volume of searches a certain word or phrase is getting.
Sunrise Maid Service Dallas may be the best bet for a company in Dallas since “maid service Dallas” is getting such a high volume of searches every month.
When you add a keyword in the Research Tool, you can ask Google to give you “More Like This,” pick this option to see if you’re missing something, or if word order is super important.
If you look above, I initially searched “Dallas maid service” and only got 320 queries per month. But when I used Google’s “More Like This” option, it swapped around word order and found “maid service Dallas” which has a much higher rate of searches.
Choose a single keyword or phrase to focus on. You’ll use it throughout your website so you want to target a specific, high yield phrase and get to the top of the results for it.
Why Your Page Titles and Descriptions Are Important
Your page title also shows up in the Tabs of your browser:
A page title is what shows up on the tab when you look at a page. A lot of times, the default for a website’s homepage is: “Home | Sunrise Cleaning”. Don’t stick with this default.
Here’s the real reason it matters: the page name also shows up in Google results. Potential clients are searching for a cleaning company in your area, and they will see a mix of results.
Your page titles are the first text that your potential clients will see from you. USE THAT TEXT TO START SELLING YOURSELF!
Take a look at what our blog looks like in Google results:
You can see that we’re giving our name (Service Autopilot), what we’re doing (blogging about business advice), and who it’s for (service entrepreneurs).
“Home | Sunrise Cleaning” gives the potential client your name… and nothing else:
- Do you clean in Tampa or NYC or Seattle?
- What makes you different than everyone else?
Here’s a better page title:
“Sunrise Cleaning | The Premier Maid Service in Dallas”
This tells the potential client:
- Who you are (Sunrise Cleaning)
- Where you are (Dallas)
- What you do (Premier Maid Service).
This stands out from the sea of your competitors (sloppily constructed) results. Kick default names to the curb and use the first line potential clients see as a proper introduction.
Page descriptions also appear in Google results. That’s what’s below the page title and URL.
For the SA blog, it reads: “Best business practices, trade secrets, and interviews with some of the most successful Service Business Entrepreneurs. Read more on the SA Blog!”
This is our second line of information for people thinking about clicking on the blog. It communicates in more detail what we’ve already said in our page title. And, hopefully, earns the click.
Here’s an example of what you don’t want:
You don’t have to be code-savvy to fix or update something like this. If you’re managing your site through WordPress, you can add the Yoast SEO plug-in to make editing page titles and descriptions much simpler. The best part? Yoast is a free tool.
Here’s what Yoast’s Snippet Editor looks like:
You type your title and description, then Yoast shows you what it will look like in Google. What you see is what you get! It’s super simple. Yoast will even give you suggestions on best practices when working out the SEO of each page on your site.
How to SEO Each Page of Your Cleaning Business’ Website
Every page of your website matters for SEO because every page affects every other page’s visibility.
- Take a “NAP” on every page – Each page of your site should include your name, address, and phone number (NAP). This can be accomplished by having it at the bottom of every page. Think of it as an email signature, but tucked away at the bottom of website pages instead of at the bottom of your emails.
- Mention Your Services/Keyword – This doesn’t mean put a list of services on every page. Instead, try to include your main keyword (e.g. “Maid Service Dallas) on every page. On at least one page, you should have a list of every service you do so that if someone searches “carpet cleaning Dallas”, they still find you if you do carpet cleaning.
- Include Local Information – A step beyond your area of service, you should mention your section(s) of town (e.g. neighborhoods or suburbs serviced), local sports teams, and maybe a park or other unique landmarks near your office. This can be easily accomplished on an “About Us” page or employee bio pages.
2. How to Network with Other Sites for Improved Google Rankings
Once you’ve implemented the clean-up and enhancements above, you’re ready to link to other sites.
Linking to other sites on your website gives you credibility with potential customers, assuming you’re linking to something that’s:
- Useful or
You don’t want to engage in “link stuffing” (that’s when someone stuffs links into every word of the page) because Google will see what you’re doing and won’t reward it. You could even get punished for trying to “game” the system.
Some good examples of link building you can use on your cleaning business’ website:
- Create a page with household cleaning tips. Link to “How-to videos” or recommended products on Amazon.
- Create a page for people new to the area that has a collection of local businesses (e.g. restaurants, a plumber, a lawn care/landscaper, etc.) This is a good way to network with other local businesses and cross-promote by putting a similar list on everybody’s site.
- If you’ve been featured in the local news (in print or on TV), link to the story.
The King of All Links (and How to Get Them)
Far more important than who you know… is who knows you. If I’m outside the White House and I tell them I know the President, they say, “Everyone knows the President, Cody. Go away.”
If the President walks outside and says, “Hey Cody, c’mon in, let’s talk.” Everyone is suddenly impressed with me.
In the same way, links on your website are you saying, “I know the President.”
Links to your website from a good website are the President saying, “I know you.”
These are the Kings of All Links and you want them, you want them a lot.
Local news, print and TV are great ways to get outside links. When something big is happening and you are an expert, get in touch with the local station/paper and get them interested in talking to you.
For instance, cleaners in Houston and areas affected by the 2017 hurricane who know how to treat mold (or save a family heirloom that got wet) could do a story with a local station about those tips.
You’ve seen people on the local news (especially on the morning news) give “life pro tips.” You can become the station’s go-to expert on that topic. They’ll call when they need someone with your skillset.
Any story you do with a news outlet will have an online companion, especially if it’s a newspaper. Ask for a link to your website in the story. Even if no one clicks that link to check out your site (unlikely), it still gets you a link from a big, important, local website.
Google’s “crawlers” will notice this shiny new link, and they’ll reward you with a bump to your Website’s rank.
Additionally (and unrelated to SEO), appearing in local media makes you the de facto expert on cleaning in your area. People will recognize your company from the appearances. This is AMAZING. This gives authority and credibility with potential clients and sells your cleaning services automatically.
Much easier than appearing on TV or in the paper: link to your website in your newsletter and in all emails to clients.
Your newsletter can periodically remind people to check out your household cleaning tips page.
Your email signature can contain a link to your homepage.
This won’t be as good as getting your site on a more important site but it will increase traffic to your site, which will help your Google ranking.
Google looks at who you link to and who links to you in order to determine the searches you’re relevant to. You want to stay in your wheelhouse: local businesses and cleaning topics. Focus on those two kinds of links and you’ll increase your Google rank.
3. Round Out Your Digital Presence for the Best Effect
You can do everything we’ve discussed above but if you miss this, you’ll completely miss the boat.
Your website can only get you so far. There are other places your business needs to be online in order to succeed.
Chief among them is Facebook. Seriously, if you don’t have a business page on Facebook, you need to create one… yesterday. Not only is advertising on Facebook super easy, but it’s also an incredibly fast way to gain new clients. Facebook also gives you another place to ask for reviews. Potential clients read 3-6 reviews before deciding whether to buy from a company.
Here’s our in-depth guide on how to get more reviews (and how to deal with negative reviews).
Reviews help convince people to buy AND Google factors the number and quality of reviews into your cleaning business’ page rank.
Google My Business and Important Directories
Business Directories are like digital phone books if phone books were self-replicating and created dozens of smaller, more specific phone books.
You want to claim your business on Google and at least one of the other options listed below. The only one on the list that people directly go to is Google but the others are used by Google and similar services to populate their listings (YellowPages, Foursquare, Yelp, etc.)
- Google (Free)
- Neustar Localeze (Paid, $79/yr)
- Infogroup (Free with a Paid Premium Option)
- Factual (Free)
- Keep your listings up-to-date with any phone number or business hours changes so that the information that potential clients (or existing ones!) access is correct, no matter where they find it.
When you follow this three-part SEO strategy, you greatly increase your visibility in search results.
More “ready to buy” clients will see you FIRST.
Most of the advice in this post can be followed 100% for free. The only investment is your time, on which you’ll have a significant return.
Don’t spend another day on Page 5 of the Google results for cleaning companies in your area.
You’re an SEO expert now, put that knowledge to good use!
Cody is a copywriter with Service Autopilot. He was writing before he could read, dictating stories to his mom. Of late, he distills business principles and practices learned from his ever-increasing trove of books and his year with SA Support into digestible blog posts designed to provide maximum value to service industry business owners.