Why is your Website & SEO not generating leads?
Build it, and they will come! Hmmm..
When it comes to websites and customers, this is one of the most frustrating aspects of running your own business. Having a website has many benefits, but for most people, it has failed to deliver on the one reason you invested your money.
Why is your Website & SEO not generating leads?
First, we need to understand that there are two sides to SEO.
For the rest of this article, we will refer to them as National & Local SEO.
National SEO affects traditional organic listings and can be applied to any website/ webpage to answer any search phrase found in any country across the planet. An example of a National search would be “How efficient are heat pumps?” or “How to top up your boiler pressure.”
Now that we know that understanding both sides of SEO is required for the best results let’s take a closer look at the most common reasons why your GMB is not getting enquiries and why your website is not ranking.
Why your GMB/GBP is not working
- Non-Optimised / Incomplete Business Profile
- Insufficient Online Reviews
- GMB/GBP & Website Relevance to the search phrase
Incomplete Business Non-Optimised Profile
Google Business Profile, formally known as Google My Business, is relatively easy to set up but should have your full attention and dedication to complete it to the best of your ability.
The obvious areas to fill are business names, primary and secondary business categories, business descriptions, service areas, and opening hours. However, you can also provide the link to book appointments, add quick Q&As and products organised into categories, and, like social media, create posts including blogs, images & videos with call-to-action buttons to take the viewer directly back to the relevant page on your website.
Insufficient Online Reviews
Building reviews to improve SEO is common knowledge. Still, you should be aware that long-term review building is preferable to a quick sprint of reviews over a month followed by nothing for a year.
Heads up, the number of Google reviews is extremely important but just one of many factors Google will consider. If you have 4 reviews, you will struggle to get traction on Google Maps in competitive boiler-related searches but may find it easier with less competitive searches such as Heat Pumps and Solar Installation.
GMB/GBP & Website Relevance to the search phrase
GMB/GBP & Website Relevance to the customer’s search phrase is the least understood and the most challenging part of Local SEO. Building your reviews and completing your Google Business Profile is well within the skill sets of most “trade” businesses. There are many areas within your Google Profile to tell your customers what you do and optimise for that service, such as Boiler / Air Conditioning Service or Heat Pump Installation. However, most “trade” businesses don’t understand how their website influences GBP/GMB on Google Maps.
If you work towards ranking in the national searches using “National SEO” strategies, you may not be the top national result, but if you have one of the best “local” websites that answer the search phrase, you will most likely rank in the organic “national” results and be in the “local” map pack.
Next Month
We will look at the other side of your digital lead generation, the most common reasons why your website may not rank in the top positions on Google’s search results, and what you can do about it. We will discuss what often goes wrong at the planning stage, what goes wrong with your content, and the technical issues that often hold your website back. Remember, a strong website influences your ranking in the national and local map results, which Google gives you for free!
Free SEO Report!
You can learn more about websites and SEO for our industry and grab a free Local SEO report by popping your details on the boiler business webpage. Here’s the link
Tom Lee-Zmuda
Hey buddy. My name is Tom, a former heating engineer turned marketing Jedi. My team and I specialise in helping local HVAC and Solar business owners dominate Google and sell their most profitable services. We are committed to building the best ROI through local SEO, kick-ass websites & sales communications that attract, sell and keep your best five-star customers.
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