Jun 29, 2020
When we ask potential clients what they ultimately want to achieve through our fence company marketing services the answer is always, “Rank number one on Google so we generate more fence leads and convert more customers for our fencing company.”
When a potential customer in your area is in need of a fence company for a repair or if they are in the market for a new fence installation where do they turn? Ninety-nine percent of the time Google is going to be where they identify potential local companies such as yours.
The first step in making sure your fence company is found on the number one search engine is to create a Google My Business profile. It’s the centerpiece of the entire fence company SEO effort. While you might already have a GMB profile, there is a good chance it’s not properly optimized for local search and more importantly, the keywords that your ideal customers are searching when looking to hire a local fence company.
Google’s search algorithm uses the information found in Google My Business profiles when determining what results, and in what order, to show its users after they perform a search with local intent? Meaning, when it detects that the user is looking for a business in the same geographical location they are performing the search from.
Our team of local SEO experts understands how to properly optimize and build-out a Google My Business listing that not only receives impressions but also receives those impressions from the top of the Google Maps results. That’s prime local search real estate – and where the majority of customers are naturally drawn to.
Your Google My Business listing needs to be optimized correctly in order to maximize its potential in terms of online visibility and lead generation. When a potential customer is looking for a local fence company you want to be found on top of the local search results.
The average consumer doesn’t fully understand how Google works. They assume that the top listings are the top companies – no additional thought is put into it. This is why the majority of clicks go to the top three listings.
It would be next to impossible to attempt to educate consumers on how search engines work. If you want to attract website clicks and phone calls you need to be found on top. Since your GMB listing plays such a pivotal role in search engine optimization and online business visibility, let’s dive into some ways it can be used to attract new customers to your fencing company.
Since your Google My Business profile is the focal point of the fence company search engine optimization effort, it’s important to make sure that there is nothing preventing optimal exposure. Have you ever looked to see if there are multiple GMB listings for your business?
This is a common occurrence we see, and it will typically happen if a business listing is automatically generated via third-party data found online. Then, a business owner will create a new listing not knowing there was one already created that they could have claimed.
The easiest way to check for a duplicate listing is to pull up Google Maps and search for your business by name. If there is one already, follow the steps to claim it. Once you have ownership of the listing you can then fully and accurately complete the listing and then optimize it for local search.
For the best fence company search engine optimization results you need a description that is written in a way that it helps Google understand what services your fence company provides and what local areas you service.
When we do a Google My Business listing audit we make sure that the content in the description area is written to not only get your business discovered at the top of the Google Maps results, but for the search terms and keywords that have buyer-intent behind them.
Generating a lot of website traffic is great, but only if that traffic converts into leads and new customers for your fencing company.
When you are looking for a local service provider or even considering buying a product online what is the one thing you immediately look for? Reviews, right? A company or product with a lot of five-star reviews is going to attract more buyers because it makes them feel confident.
The average consumer trusts reviews left by complete strategies the same way they would trust a recommendation from a friend or family member. This is why attracting new fence company Google Reviews for your business is so important.
There are two reasons why you need to constantly attract new fencing company reviews on your Google My Business listing:
Benefits Your SEO: Google wants to provide the best possible search results to its users. Do you think a fence company with three reviews and the last one being left a year ago, or a company with thirty reviews and the last one being left two weeks ago is the better option to show someone looking to hire a fencing company? More reviews and recent reviews is a great sign that the company provides excellent service. Google’s algorithm takes reviews into account, which is why you need to be sure to ask all previous customers to leave a review on your GMB listing.
Converts More Visitors into Leads: Rankings aside, having great reviews on your listing is going to make potential customers feel confident about reaching out to your fence company. Whether it’s by picking up the phone or visiting your website and submitting a contact form, you are going to see improved conversion rates when you have more fence company Google reviews.
Don’t let the thought of asking your customers for reviews overwhelm you. We have strategies that completely automate the entire process, from the initial ask to the follow-up sequences. This translates to new reviews being added to your GMB listing on a consistent basis, helping to improve your organic search visibility and directly contributing to higher conversion rates.
The information found on your Google My Business listing is used by the algorithm, but don’t forget that it’s also read by human eyes – people that have an interest in the services your business provides.
For that reason alone, it’s important to make sure all of the information on your GMB page is accurate. From the physical address of your location to the phone number, email address and website URL – it all needs to be checked for accuracy.
Imagine spending a lot of time, effort and money on an aggressive fence company local marketing campaign that created a lot of exposure for your GMB profile, only to learn that some of the contact information was outdated? Think of how many potential customers your fencing company would miss out on acquiring.
It happens often. Phone numbers change. Email addresses change. Business hours change. You have to make sure that someone coming into contact with your listing that has an interest in hiring your company can contact you via any method they desire.
It’s also important to understand that voice search is now very commonly used, and where do you think the information is pulled from? You guessed it – Google My Business profiles. If your fence company is provided as the top listing the user will be given the option to connect to your business via a phone call or they can get directions to your business – all with a simple voice command. If your contact information isn’t accurate you will lose out on new customers.
Content marketing is an essential part of a fence company SEO effort, with regular posting on your website’s blog being standard practice. Well, now you can publish content and messages – and link to other resources – on your Google My Business profile.
Why would you want to publish content on your GMB listing as well as your blog? Not every potential customer that comes in contact with your Google My Business listing is going to click-through to your website.
Therefore, they will never have the opportunity to be exposed to the content you published on your blog. In addition to posting small articles, you can also post a content roundup summary on occasion and link back to your blog posts. This is a great way to drive traffic to your blog.
Some potential customers will need additional information, education and explaining, which can be accomplished through long-form blog content on your website. Also, publishing content on your Google My Business listing can help you rank for additional local-intent search terms and phrases.
As new features like this are rolled out it’s a good idea to become familiar with them. Taking fast action can help you position yourself ahead of the other fence companies in your area.
Have you ever come across a business listing in Google Maps that didn’t have a description or any images? It was just simply a business name and phone number? This happens often and it doesn’t make a good first impression.
Your Google My Business profile is one aspect of the fence company marketing effort that you have full control over. From the images to the description – you have the ability to control the message and position your business in a way that gives you instant credibility.
A fully optimized profile with a description that speaks to not only Google, but the potential customer as well, along with professional images and glowing reviews creates instant trust. This then translates into more phone calls, more leads, and then eventually more customers.
This is why we spend so much time optimizing – both initially and ongoing – your Google My Business profile. We are able to leverage it to help you generate more fencing company customers.
While there are multiple ways to generate new customers for your fencing company, search engine optimization can be the most lucrative in terms of the number of leads you can generate and the overall CPL (cost-per-lead).
Because of this, optimizing your Google My Business profile is one of the first tasks we tackle when kicking off a new fence company marketing campaign. As you can see from the tips above, your GMB profile can be leveraged multiple ways to help attract a steady flow of new fence customers interested in hiring your business.
If you would like to learn more about the online services that we offer, including fence company SEO, contact us today for a free consultation and online visibility audit. Let us show you why the top fence companies across the country turn to us for their online marketing needs.