Story Based Question
Let’s say you run a local landscaping company, “GreenScapes,” in a suburban town. You’ve worked hard on making your business known and have a solid Google My Business (GMB) profile. However, when you look at the search traffic, you notice something: most of the people searching for your company are already aware of your name. What about the people who are searching for landscaping services more generally, like “landscaping services near me” or “best landscaping companies in [Town]”? How can you get those potential customers to find you, even if they haven’t heard of GreenScapes yet?
You realize you need to optimize your business for unbranded local search queries—those that people use when they’re searching for services in your area but don’t necessarily know about your specific business. The challenge is clear: how can you rank for these general terms and attract new customers?
Exact Answer
To optimize for unbranded local search queries, focus on incorporating location-specific keywords into your website content, blog posts, and Google My Business profile. Ensure your business is listed in relevant local directories, gather local reviews, use structured data (schema markup), and create high-quality content that addresses common local problems or needs. The goal is to match your business with the search intent of people looking for services in your area but who may not yet know your brand.
Explanation
Unbranded local searches are queries where people look for services or products in a specific location without searching for a specific business name. For example, a person looking for “landscaping services near me” is performing an unbranded search. These searches are important because they represent potential customers who haven’t yet decided on a provider and are exploring options in their local area. Here’s how you can optimize for these searches:
- Incorporate Location-Specific Keywords
Incorporating geo-modified keywords is essential when optimizing for unbranded local searches. Include terms like “best landscaping services in [Your Town]” or “affordable lawn care near [Neighborhood].” By adding location-based terms to your website content, blog posts, and service pages, you help Google understand that your business is relevant to these searches. Be sure to include your town or neighborhood name in key areas like titles, headings, and meta descriptions. - Optimize Your Google My Business Profile
Even though the search isn’t branded, Google still looks at your GMB profile to decide if your business is relevant. Ensure your GMB profile is complete, with up-to-date contact information, business hours, and a detailed description of your services. Use keywords that reflect the services you offer and your location to help Google match your profile to relevant searches. - Gather Local Reviews
Reviews are an important ranking factor for unbranded local searches. Encourage your customers to leave reviews, especially those who found you through general searches. Local reviews act as social proof and signals to Google that your business is trusted by locals. Positive reviews also help you stand out in local search results, even when the search isn’t tied to your brand. - Use Local Structured Data (Schema Markup)
Structured data, or schema markup, helps search engines understand the context of your website. By implementing local business schema markup, you provide search engines with important details like your business name, address, phone number, hours of operation, and services offered. This can help you appear more prominently in local search results, even for unbranded queries. - Create Content that Answers Local Questions
Write blog posts or articles that focus on local issues or frequently asked questions. For example, a landscaping company could write about “How to Maintain Your Lawn in [Your Town’s Climate].” By addressing local concerns, you help Google match your content with searches that may not directly mention your business but are still relevant to what you offer. - Get Listed in Local Directories
Submit your business to local online directories and niche-specific platforms (e.g., Yelp, Angie’s List, local chamber of commerce websites). Ensure that your business details are consistent across all platforms. These listings help build your online presence and signal to Google that you are an active, trustworthy business within your community.
Example
Let’s take your landscaping company, “GreenScapes,” and apply these strategies to improve your ranking for unbranded local search queries:
- Incorporate Location-Specific Keywords:
You update your website’s homepage and service pages to include phrases like “affordable landscaping services in [Your Town]” and “best lawn care in [Neighborhood].” These keywords help Google associate your business with people searching for landscaping services near them, even if they don’t know your business by name. - Optimize Your Google My Business Profile:
On your GMB profile, you add details like “professional landscaping services in [Your Town]” and “landscape maintenance in [Neighborhood].” These keywords reinforce the services you offer and your location. You also ensure your business hours, contact info, and photos are current to make your listing more attractive. - Gather Local Reviews:
You send a follow-up email to customers after service, asking them to leave reviews mentioning the services they received and the town they live in. Positive reviews with location references can increase your chances of showing up for local searches like “landscaping services near me.” - Use Local Structured Data (Schema Markup):
You implement local business schema on your website, ensuring Google knows you’re a landscaping company in [Your Town]. This markup includes your location, services, and contact information, which helps your site appear in relevant local searches. - Create Content that Answers Local Questions:
You write a blog post titled “Top Landscaping Tips for Homeowners in [Your Town],” addressing local challenges like soil types, climate, and seasonal landscaping needs. This content matches user intent for general landscaping queries and boosts your chances of ranking for those searches. - Get Listed in Local Directories:
You submit “GreenScapes” to local directories and niche sites like Yelp and Angie’s List, ensuring your NAP (Name, Address, Phone Number) information is consistent across all platforms. This increases your business’s chances of showing up in local search results and makes your business more visible in your community.
Optimizing for unbranded local search queries involves using location-specific keywords, optimizing your Google My Business profile, gathering reviews, implementing structured data, creating relevant local content, and ensuring consistency across local directories. These strategies help you connect with potential customers who may not know your brand yet but are searching for services in your area.