Researchers estimate that 100% of all humans have made at least one mistake. General observation indicates that a very high percentage have made more than one. Onsite surveys at hair salons often reveal multiple mistakes within a single day.
It would seem reasonable, therefore, to assume that if the field were to be narrowed to the home improvement niche and how that niche approaches local search engine optimization, a high percentage of small business owners just might be making some mistakes too.
Everyone makes mistakes
Like it or not, it’s a fact. Mistakes are common. That’s certainly true when it comes to crafting local SEO. It’s probably closer to a miracle to not make a mistake. But here are a few common mistakes to avoid to help maximize home improvement lead generation.
- Forgetting your NAP. This will sap the strength out of local SEO, even if getting everything else right. NAP is an acronym for Name, Address, and Phone. That information needs to appear everywhere your business information appears. Doesn’t always happen. Big mistake.
- Inconsistent NAPs. Every positioning of your business on the internet needs to have the exact, same NAP. Doesn’t always happen. Another big mistake.
- Playing “Hide and Seek.” This is not a child’s game. The object is to get found. Local SEO is more like a game of “Tag,” except in reverse.
- Failure to solicit reviews. Reviews increase your visibility, but people aren’t inclined to give favorable reviews unless asked.
- Failure to have inbound links leaves a business isolated in cyberspace.
- Not having a Google+ Local listing. Think for a minute. Which home improvement businesses is Google’s search engine going to locate first and where will Google go to find them?
- Overlooking listing relevant categories, like home repair, plumbing, cabinets, kitchens and more.
Best practices to avoid common mistakes
Keep reading, because this article is going to share a best practice not seen on any other list. It can change everything.
- Always format your NAP exactly the same way. Not just similarly, but precisely the same.
- Audit your NAP information everywhere it appears from time to time to ensure that nothing has inadvertently changed.
- Put your business city and name in every page title tag, e.g., “Phoenix” and “Cochise Construction.”
- Ask satisfied customers to post a review. Each one will boost your site.
- Address the rest of the common mistakes listed above.
Here’s the BIG ONE
Document what you do. In fact, document, document, document. Keep accurate, up-to-date records of everything that changes anything about your site. This applies to local SEO and lead generation … and everything else.
It is nearly impossible for anyone to remember every change or if changes were made in all the relevant places. Only a well-kept documentation system can provide the assurance that all the details have been covered. Create a record book expressly for this purpose. Insist that third party services handling your site do it and that they provide you with an up-to-date copy. Document what you do so you will remember what you have done.
To learn more about successful home improvement lead generation, please contact us for assistance.
Photo credits: 1) Image courtesy of stockimages at FreeDigitalPhotos.net, 2) Image courtesy of pakorn at FreeDigitalPhotos.net, 3) Image courtesy of Stuart Miles at FreeDigitalPhotos.net
