Get Specific with Keywords
Effective search engine optimisation starts with understanding how people phrase their needs. Rather than targeting broad terms like “HVAC,” focus on intent-driven queries — especially those with location tags. Phrases such as “emergency furnace repair Leeds” or “aircon installation in Manchester” reflect high purchase intent. Tools like Google Keyword Planner, AnswerThePublic, or Ubersuggest can uncover these valuable terms. Prioritise long-tail keywords, as they usually come with less competition and higher conversion rates.
Perfect Your Google Business Profile
For local service providers, Google Business is not optional — it’s your front window display. Ensure every detail is accurate and current: business hours, service areas, contact numbers, and photos. Encourage happy customers to leave reviews and always respond promptly, whether feedback is glowing or not. Regular posts and updates also signal activity, which search engines reward. This listing often appears before your actual site, so treating it as a digital storefront pays off.
Build Smart Service Pages
Your website should serve both users and algorithms. One page titled “Services” won’t cut it. Instead, create individual pages for each offering: heating repair, duct cleaning, thermostat replacement, and so on. Each page should contain unique content, targeted keywords, and clearly structured headings. Use bullet points for features, add testimonials relevant to that service, and include a strong call to action. This not only improves rankings but helps convert traffic into actual bookings.
Design for Phones First
Most potential customers aren’t browsing from a desktop. They’re tapping through sites while standing in a cold living room or sweating under a faulty fan. A clunky website loses them fast. Prioritise speed, intuitive navigation, and responsive design. Compress images, reduce scripts, and keep menus simple. Your phone version shouldn’t feel like a shrunken desktop site — it should be its own optimised experience. Google also uses mobile-first indexing, so performance here affects your visibility everywhere.
Use Location Landing Pages
If your company serves multiple towns or regions, don’t lump everything under one page. Create individual landing pages for each area. These should include local keywords, community references, and service-specific content. Avoid duplicating text — make each page feel genuinely tailored to that location. This strategy boosts your presence in multiple geographic searches without resorting to keyword stuffing.
Link Internally and Build Trust Externally
Search engines follow links to understand structure and authority. Make it easy for them. Use descriptive anchor text when linking between pages, guiding visitors and bots naturally. Simultaneously, pursue backlinks from industry directories, trade associations, and local business networks. A few high-quality external links outweigh dozens of irrelevant ones. Think relevance over volume.
Keep Content Fresh
Stale websites drop in rankings. Regular blog posts, seasonal service tips, or energy-efficiency guides help keep your content current. These updates show search engines that your business is active and valuable. They also give potential customers a reason to stick around longer — and that extra time on site supports better performance metrics.
