How Do People Find Home Services Businesses In Online Search?
1. Mobile Search Continues To Dominate
Most customers search for services on their phones. In fact, a recent study reveals that over 60% of searches for home services, such as painting, pest control, and lawn care, originate from mobile devices.
The study also found that 78% of local searches on mobile devices lead to a purchase within 24 hours. It’s more important than ever for home services businesses to rank well for “near me” keywords.
2. AI Is The Future
Search algorithms are getting smarter, and there's no doubt that AI will continue to affect customer search trends. Just this year, search engines like Google and Bing have rolled out their AI features, which typically appear above traditional online search results.
This is an advantage for home services businesses that have already invested in content marketing and local SEO. For example, if a customer types “best pest control near me,” an AI now looks at the searcher’s location, browsing history, and even local business reviews to present personalized recommendations.
This means that businesses that practice optimizing their Google Business Profiles, generating good reviews through great customer service, and keeping their directory listings up-to-date are more likely to appear in these results.
3. Hyperlocal Searches are Rising
Customers aren’t just searching for services in their city. They’re searching for businesses in their exact neighborhoods. What is the result of this customer search trend? Local optimization has become more important than ever.
4. Online Reviews are Key Decision Drivers
Online reviews have always been important, but customer’s trust in them has skyrocketed.
Most customers now say that they trust online reviews as much as personal recommendations. Businesses with a higher volume of positive reviews are likelier to appear at the top of search results and get chosen by customers.
5. Searching Changes With The Seasons
Customer search trends change seasonally. Landscapers, for instance, see spikes in spring and fall, while pest control services may experience surges in summer and during specific pest outbreaks.
Understanding these trends and tailoring your online marketing strategies accordingly can keep your business visible when demand is highest.
How Contractors Can Stay Ahead In Search Results
Online search isn’t what it used to be, so how can contractors ensure they're visible to potential customers?
1. Optimize for Mobile Searches
Your website needs to be responsive and fast on mobile devices to accommodate the increasing number of mobile searches it receives. Your content should also feature conversational language that your customers would naturally use.
2. Enhance Your Google Business Profile
Google Business Profiles have become essential for contractors, with Google continuously enhancing this tool by adding new features. In fact, your Google Business Profile may now appear in search results more frequently than your website!
Fully optimize your profile by filling out all the necessary details, including service areas, hours, and a clear description of your services. Make sure your information is always up-to-date and full of new photos and posts. Take advantage of each new feature immediately after it’s rolled out.
3. Collect and Respond to Reviews
Encourage satisfied customers to leave reviews, especially on Google and other key review platforms. This not only improves your online reputation but also boosts your success in local online search. Be proactive in responding to positive and negative reviews, as this shows potential customers that you care about their experience.
4. Use Hyperlocal Keywords
Create content on your website and Google Business Profile that proves you’re the expert in the neighborhood. Discuss local challenges and trends and how your services solve your customers’ problems locally.
5. Create Seasonal Campaigns
Since customer search trends change seasonally, tailor your marketing efforts to match the trend. For example, pest control companies should invest more in their paid search and SEO campaigns during peak infestation periods. Exterior painters need to gear up for the spring when demand is higher.
6. Advertise on Paid Search
While organic search is important, paid search advertising (like Google Ads) gives your business an extra edge. You can target customers in specific geographic areas and for specific keywords related to your services. Even a small investment can yield significant returns when your ads appear at the top of search results for local service queries.