Any business owner will tell you that generating leads is essential to the success of their company. If you’re in the pool business, you’re likely always looking for new ways to attract potential customers. While there are a variety of marketing channels you can use to reach your target audience, one that is often overlooked is SEO.
SEO, or search engine optimization, is the process of improving the visibility of a website or web page in search engines via the “natural” or unpaid (also called “organic”) search results. In other words, it’s a way to increase your website’s ranking in Google and other search engines so that potential customers are more likely to find you when they’re searching for pool builders in their area.
You may be thinking, “I don’t need SEO because I already have a great website.”
But even if you have a beautifully designed website with high-quality content, it won’t do you any good if no one can find it. That’s where SEO comes in. By optimizing your site for search engines, you can ensure that your target audience will see your site when they’re searching online for the products or services you offer.
And while there are several things you can do to optimize your site for search engines, one of the simplest (and most effective) things you can do is to consistently add keywords relating to your products, services, and location to your website through updated content or blogs. This includes non-indexed pages. By doing this, you’ll not only be able to rank in the Google Local Pack (the map that appears at the top of Search Engine Results), but also in searches like “pool builder near me.”
Why Local SEO Matters for Pool Builders
If you’re wondering why local SEO matters for pool builders, consider this: approximately 46% of all searches on Google are looking for local information. And of those local searches, 61% result in a purchase. This means that if you’re not focusing on local SEO as part of your overall marketing strategy, you could be missing out on a lot of potential leads — and ultimately, sales.
In addition, 80% of consumers say they trust online reviews as much as personal recommendations when it comes to making local purchasing decisions. So if potential customers can’t find any information about your pool building business online, they’re likely to choose one of your competitors who have optimized their sites for local SEO.
Also, your website is basically like your portfolio. You can set it up to share your knowledge, qualifications, and examples of your work. But without good SEO, you won’t reach your audience.
How to Optimize Your Site for Local SEO
There are a number of things you can do to optimize your website for local SEO purposes. But one of the best (and easiest) things you can do is focus on adding content — including blog posts — that include location keywords such as the cities and counties you serve. In addition to helping potential customers find your website, this will also show Google and other search engines that your site is relevant to searchers in your area.
Claim Your GMB Listing
Another simple way to optimize your site for local SEO is by claiming (and optimizing) your Google My Business listing. This free listing allows businesses to control how they appear on Google Maps and in Local Packs — both of which are essential for driving traffic to your website from organic search results.
While SEO is essential and you can easily implement these tips, keep in mind that SEO is a slow build. It takes consistency to start ranking for SEO keywords above your competitors. You may rank #1 for keywords with low competition (think “beach entry pool builder Macon”) in just a few months. For harder keywords with lots of competition (think “Atlanta pool builder”), it can take years to rank in one of the top spots.
Now that you know the importance of SEO, read this for some more ideas about growing your pool business.