Have you ever noticed how some trade businesses always appear first in Google searches? While luck plays no part, the answer isn’t complicated – they’re using local SEO (search engine optimisation). If that sounds technical, don’t worry. It’s simpler than you might think.
Providing digital marketing services for electricians and trade businesses around Australia, we’ve seen firsthand what makes the difference between businesses that show up in local searches and those that don’t. The numbers tell an interesting story: 46% of Google searches in Australia are people looking for local businesses. Yet half of all trade businesses haven’t even claimed their Google Business Profile. That’s a huge opportunity for businesses ready to take their online presence seriously.
Getting your website right
Think of your website as your digital shopfront. Every social post, every online ad, every marketing effort leads back to it. And they should all have one goal – getting potential customers to pick up the phone or fill out your contact form.
Try something right now. Pull out your phone and visit your website. Try to find a specific service and fill out a contact form. Frustrating? Easy? Remember, this is exactly what your potential customers experience. With more and more people now searching on mobile, as opposed to desktop, a clunky website isn’t just annoying – it’s costing you jobs.
Your website needs dedicated pages for each service you offer. Instead of lumping everything under “electrical services,” break it down. Have specific pages for switchboard upgrades, smoke alarm installations, emergency repairs, etc.. This approach serves two purposes: it makes it easy for customers to find exactly what they’re looking for and helps Google understand your full range of services.
The contact form is your moneymaker. It needs to be clean, simple, and work perfectly on every device. Put a contact form link and phone number in your header—they should follow customers as they move through your site. Customers shouldn’t have to hunt around to get in touch with you. The moment they decide to reach out, make it easy. Remember, a frustrated customer is a lost customer.
Making the most of your Google Business Profile
Your Google Business Profile might be the first impression potential customers get of your business. Keep it fresh with regular updates – especially photos of your completed jobs. A neat switchboard upgrade or a tidy installation tells customers more about your work quality than any sales pitch.
Reviews matter more than most tradies realise. Happy customers rarely think to leave a review unless asked, but most are glad to help if you make it easy. Look at your job history – you’ve probably got hundreds of satisfied customers who’d be happy to put in a good word. Send them a quick email with your review link. For new jobs, make review requests part of your process.
Send your review link in a follow-up email after finishing a job, or better yet, ask while you’re still on site and the customer is happy with your work. A simple “Thanks for choosing us – would you mind leaving us a quick review?” often does the trick. These genuine reviews from real customers are pure gold for your local visibility.
Understanding local search
When people need a tradesperson, their first stop is Google. Understanding these searches is straightforward – they follow clear patterns we see every day:
“Electrician Melbourne”
“Emergency plumber near me”
“Air conditioning installation Frankston”
See how simple it is? People typically combine your trade with their location or a specific service with where they need it. Sometimes, they’ll add “emergency” or “24/7” when they’re in a hurry. “Near me” searches are huge for trade businesses – we’re seeing more of these than ever before.
The key to winning these searches lies in your website content. Create specific pages for each area you service. Talk about the suburbs you work in, mention local areas, and describe the common problems you solve in each location. This shows Google exactly where you operate and helps match you with local customers.
Building strong local links
Think about backlinks as digital recommendations. When local organisations link to your website, it tells Google you’re a trusted part of the community. These connections help you stand out in local searches, especially against competitors who haven’t built these relationships.
Your local Chamber of Commerce is a great starting point. Membership usually includes a website listing, plus you get networking opportunities with other local businesses. It’s a win-win – you build your online presence while making real-world connections.
Community involvement brings multiple benefits. Sponsoring local sports teams, for example, isn’t just about getting a link from their website. You’ll often get regular mentions on their social media and physical advertising around their grounds. Your business name on team uniforms and field signage creates visibility both online and in the real world.
Don’t forget about local business directories. List your business in reputable directories, but keep your details consistent across all of them. Same business name, same address, same phone number everywhere. This consistency helps Google trust your business information.
Making it all work
Local SEO isn’t a one-time job – it’s an ongoing process. Start with your website basics, move on to your Google Business Profile, and then work on building those local connections. Each step builds on the last, creating a stronger online presence for your trade business.
Focus on what matters: getting found by local customers looking for your services. Keep your website current, respond to reviews, update your project photos, and stay active in your community. These efforts compound over time, helping you build a solid online presence that brings in steady work.
Remember, every day, people in your area are searching for trade services. The question is: are they finding your business or your competitors? With the right approach to local SEO, you could be the first business they see. Start small, stay consistent, and keep building. In today’s market, being found online isn’t just nice to have – it’s essential for any growing trade business.
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