Taking the Plunge: 10 Tips to Dominate Local Search for Pool and Spa Businesses
Digital Media Marketing, Google, Local Marketing, Online Marketing
As a pool and spa business, having a solid online presence is crucial to attract local customers and stay competitive. Google My Business (GMB) is a powerful tool that can help you boost your local rankings and improve customer engagement.
This blog explores 13 effective optimizations to enhance your GMB profile and attract more local customers.
What Would An Optimized Google Business Profile Look Like?
An optimized GMB profile showcases essential information about your pool and spa business, including your business name, address, phone number, website, hours of operation, and directions. Additionally, it features eye-catching photos that highlight your services, products, and happy customers. The profile should be complete and easy to navigate, making it simple for potential customers to find the information they need.
Our example outlines the opportunities the first company missed by comparing it to the second pool and spa company – one of our optimized client pages. On the right, you can see the account we’ve worked on has photos, a website link, reviews and ratings, and a fully fleshed profile; the one on the left does not. The one on the left is missing a lot of key details that the one on the right readily supplies.
The non-optimized page isn’t attractive to look at: it’s bare and doesn’t signal to consumers that it’s a trustworthy or active business. There’s no active engagement; while there are a few reviews, no questions or responses are answered. We know that the first example is an open business, but without examples of their previous work or anything to signal to a would-be customer, what would make you choose this business over, say, one that looks like our client on the right?
This is the power of an optimized profile.
Why Do You Need To Optimize Your Google Business Profile?
Among the plethora of digital marketing tools available, Google My Business (GMB) is a powerful ally, capable of propelling your business to the forefront of local search results. An optimized GMB profile showcases your services and serves as a virtual storefront, inviting potential customers to explore the wonders of your pool and spa offerings.
But don’t take our word for it now when plenty of statistics back this information up. 64% of consumers are said to use Google My Business to find contact information for businesses locally (Connection Model, 2019). The average local business will receive 1,260 views per month through their Google My Business (BrightLocal). GMB Listings, further, with accurate and complete information, are known to have more clicks – seven times more clicks than those without (Marketing Biz, 2018).
From improving engagement and local rankings to converting more local customers, the benefits of GMB optimization are undeniable. Let’s dive deep into why optimizing your Google Business profile is an indispensable strategy for staying ahead of the competition, attracting local customers, and propelling your pool and spa business to new heights.
By optimizing your GMB profile, you can:
An optimized GMB profile attracts potential customers and encourages them to engage with your business. When users search for pool and spa services in your area, an appealing and informative GMB listing increases the likelihood that they’ll click on your profile. Engaging content, captivating images, and relevant information create a positive first impression and entice users to learn more about your services.
Boost Local Google Rankings
Google values accurate and complete information, and businesses with well-optimized profiles are more likely to rank higher in local search results. When users search for pool and spa services in your vicinity, Google’s algorithm considers your GMB profile’s relevance, prominence, and proximity.
- Relevance – This refers to how well a local business matches what people are looking for. Adding complete and detailed business information can help google better determine the applicability of your business, and compare you to the right searches.
- Prominence – Refers to how well-known a business is. Some places and companies are prominent offline, and search results aim to reflect this in local ranking. Local results will display a landmark hotel, famous museum, or well-known chain store more prominently. This is based mainly on the information Google has about a business across directories, articles, and other links across the web. It factors in review count and score – the more reviews, especially positive reviews, you have, the better your local ranking could be. Your position in web results is also a factor, so SEO best practices will apply.
- Proximity – Otherwise known as distance, considers how far the potential search result is from the location term from the search. If the user doesn’t specify a location, Google calculates based on individual location data.
A fully optimized profile significantly improves your chances of appearing in the top three local listings, known as the “Local 3-Pack,” which receives significant clicks.
Convert More Local Customers
In recent years, there has been a sharp increase in search terms like “where to buy” or “available near me” to the point where nearly half of all local searches include them (Invoca, 2022). A thoroughly optimized GMB profile helps people new to your business build trust with your brand and grow credibility. When users can find comprehensive company information, positive customer reviews, and engaging photos of your services, they’re more likely to choose you over competitors. Trustworthy reviews and up-to-date information give customers the confidence to make informed decisions and contact your business for services.
Stand Out From Competitors
In today’s competitive market, it’s crucial to differentiate your pool and spa business from others in the area. An optimized GMB profile sets you apart by showcasing your unique offerings, attributes, and customer-centric approach. By highlighting specific features and services, such as “eco-friendly pool maintenance” or “luxury spa packages,” you can attract niche audiences and target customers actively searching for those specific offerings.
Mobile Google Search Prominence
Many potential customers use mobile devices to search for local businesses. GMB listings feature prominently on mobile search results, providing quick access to essential information like phone numbers, directions, and operating hours.
Once people get to your profile, people’s actions make the difference: Google claims that search results showing local businesses drive over 2 billion calls, clicks, direction requests, and other connections. In fact, Google My Business remains one of the biggest drivers of calls to businesses, especially in a mobile phone capacity. 60% of consumers say they prefer to engage with GMB calling over other methods (BrightLocal, 2019). Consumers using mobile search to find a business are 39% more likely to call (Google). Phone calls to businesses are also known to convert customers 3x more than web clicks (Google).
Driving more calls from GMB – and, in turn, converting a higher number of them to appointments, customers, and visits – could have a massive impact on revenue growth, marketing, and sales results. By optimizing your profile, you ensure that mobile users can easily find and contact your pool and spa business, increasing the chances of converting those leads into customers.
Enhanced User Experience
A well-optimized GMB profile contributes to a better overall user experience. With over 90% of search engine traffic going through Google, setting up your GMB account and optimizing is the first step to getting on your audience’s radar. Customers will experience the features and tools you use to enhance your business offerings to align with their wants and expectations.
Ultimately, the platform can streamline the customer experience from discovery to walking through the front door. That is, as long as you provide them accurate information, detailed services, engaging visuals, and other things that would cause them a positive perception.
There are plenty of additional ways that an optimized GMB can enhance your business’s customer experience, including:
Customer Reviews to Improve Business Offerings
Google reviews can give you invaluable insights into your customers’ honest opinions. Positive reviews can validate your choices, while negative or critical feedback can help you understand instances when your customers’ needs or expectations weren’t met.
Retaining a solid base of loyal pool and spa customers is key to growing sustainability – it costs 5 times as much to attract new customers over keeping your existing base (Invesp, 2020). Responding to reviews can help ensure a positive customer experience, even after a service or purchase has been completed.
Make it Easy for Customers to Contact
People are short on time and don’t want to hunt down your contact information. They’re more likely to look elsewhere than dig through your site – so make it simple. Make sure to include:
- Phone number
Utilize the CTA buttons that Google My Business provides. Once you’ve included your address, customers can click for directions directly through google my business. Mobile customers can also tap call or message buttons, meaning they can connect seamlessly on their own terms.
Messaging Tools for Customer-Centric Communication
The messaging tools in Google My Business can help bridge another gap for the customer base that no longer wants to be on the phone. They want a better, qeasier method for getting in touch on the go. By enabling their chat tools, and regularly engaging with them, you’re providing a convenient method for customers to contact you. GMB allows customers to text questions directly through the mobile app or through a dashboard on your browser.
Some customers simply won’t fill out contact forms or search for customer service numbers. The messages tab allows you to easily view, manage, and respond to customer questions in a single place. Prompt, informative responses can boost customer trust in your business, making them more likely to engage with your business.
Local Seo Benefits
A strong GMB presence is integral to local search engine optimization (SEO) strategies. When your profile is well-optimized, it sends positive signals to Google about your business’s relevance and credibility. This can positively impact your organic rankings, helping your pool and spa business appear in GMB and standard search results.
If your GMB profile needs to be completed or updated, you risk losing potential customers to competitors who have invested in their profiles. Your business might not appear in the top search results, leading to decreased visibility and fewer opportunities to connect with local customers.
Optimizing your profile on Google My Business isn’t just an option; it’s a crucial step to succeed in the highly competitive pool and spa industry. By providing engaging content, accurate information, and excellent customer service through your GMB profile, you can improve engagement, rank higher in local searches, and convert more local customers, ultimately growing your pool and spa business.
How To Optimize Your Google Business Profile
Create a Google My Business account.
To start the optimization process, claim or create your GMB account. Visit the Google My Business website and follow the simple steps to claim ownership of your business. If your business is already listed, you can request ownership access and then proceed to manage the profile. Ownership ensures you control the information displayed and can respond to customer reviews.
Complete every section
Thoroughly fill out all sections of your GMB profile. Providing accurate and up-to-date information, including business name, phone number, address, website URL, and business category, is all good practice. Ensure that your business name matches the one used in other online listings and marketing materials. Complete details improve the credibility of your profile and help Google understand your business better.
Right away, you should have the following:
- Business Name
- Phone Number
Then, continue with:
- Categories and Attributes
- Products and Services
- “From the Business”
Of course, you can’t have everything immediately. Continuous optimization efforts could continue:
- Reviews and Responses
- Questions and Answers
- While owner-generated queries can be answered in advance, consumer-generated ones will come with time.
Be Meticulous with Google Contact Information
Accurate contact information is crucial for potential customers to reach you. Double-check that your phone number and address are correct, and if you have multiple locations, create separate listings for each one. Ensure consistency with the information displayed on your website and other online platforms to avoid confusion and provide a seamless experience for customers.
- Make Sure The Business Name Is Consistent With Your Signage – Adding anything extra, like a location name not included in your brand name or keywords, could be considered spam and penalized by Google.
- Make Sure Your Address/Name Are Consistent With Others Listings On The Internet – Use the same abbreviations across all platforms. Google’s algorithm will consider inconsistencies when assessing your business’ credibility.
- Indicate Regular and Holiday Hours – This can encourage people to visit, as they’ll know when you’re available. If a customer takes the trip to your store only to find it closed, you could face an easily-avoidable negative review.
Choose your Categories
Selecting relevant categories is vital for Google to understand your business and display it in relevant search results. Choose primary and secondary categories that best describe your pool and spa services. Be specific and choose categories like “Pool Cleaning Service,” “Swimming Pool Repair,” or “Spa Retreat” to enhance your profile’s visibility for relevant searches.
- Get Found in Discovery Searches – 84% of Business Profile views on Google come from discovery searches (BrightLocal, 2019). This means the consumer searches for a product, service, or categorical term. This is directly opposed to the 16% that comes from direct inquiries. By choosing your categories, you’ll be able to ensure a higher likelihood of being seen in that larger group than otherwise.
- Highlight Category-Specific Features – Once your category is set, Google allows you to choose your category-specific features to make your profile more attractive and practical.
Google will only allow you a certain number of categories, so you need to take your time and choose the right one. Some good ways to optimize your profile with categories include:
- Specificity – Once you start typing in your category, a drop-down list will appear. But if you need a full list of the categories available, you’ll java
- Secondary Categories – Many businesses could fall into multiple categories. Primary categories should include your chief offerings, but additional categories could also apply, and help you niche down your audience
Tip: Don’t Overdo it
Putting too many extraneous categories could hurt you: you want google to connect you with the customers who need your services, so niching down your selection to the ones that work best for your business, and best describe your business. You don’t want to confuse categories with products or attributes
Select Applicable Attributes
Google allows businesses to add attributes that highlight unique features or services. Take advantage of this by choosing attributes that separate your pool and spa business. For example, if your facilities are wheelchair accessible or you offer free Wi-Fi, select those attributes to attract customers looking for such amenities.
Visual content plays a significant role in captivating potential customers. Include high-quality photos showcasing your pool and spa facilities, staff, services, and satisfied customers. Images of sparkling pools, soothing spa treatments, and happy clients enjoying your services create a positive impression and entice customers to choose your business.
Get and Engage with Google Reviews
Positive customer reviews are powerful social proof that can sway potential customers in your favor. Encourage customers who are happy to leave reviews on your profile.
According to a PowerReviews report from 2021, 99.9% of customers read reviews when shopping around online. 96% of those customers look specifically for negative reviews, compared to 85% in 2018 (PowerReviews). BrightLocal’s local consumer survey showed that 49% of consumers trust reviews like they would a personal, family-and-friend recommendation (Brightlocal). Respond promptly and courteously to all reviews, both positive and negative. Engaging with reviews shows that you value customer feedback and are committed to providing excellent service.
Tip: Ask and Answer Questions
Customers can ask questions directly on your GMB profile, so stay proactive and address these inquiries promptly. Responding to customer questions showcases your responsiveness and attentiveness, leading to increased customer trust and satisfaction.
Add Products & Services
List the range of products and services your pool and spa business offers. Provide detailed descriptions and relevant keywords to make your offerings more visible in search results. Adding services like “Pool Maintenance Packages” or “Relaxing Spa Treatments” allows potential customers to understand the full scope of your business.
Set up Messaging
Enable messaging on your GMB profile to allow direct communication with potential customers. Respond to inquiries promptly and professionally to make it easy for customers to reach out and inquire about your services.
Maintain Your Business Profile With A Solid Google My Business Strategy
Consistency and ongoing management are crucial for maintaining an optimized GMB profile. Regularly update information, such as business hours, services, and contact details, especially during holidays or special events. Post relevant content, such as promotions, discounts, and events, to keep your profile engaging and dynamic. Respond promptly to customer reviews and questions to show your active engagement with your audience.
Tips for GMB Maintenance
Maintaining your profile with a solid Google My Business (GMB) strategy is a continuous effort to maximize the benefits of an optimized profile. A proactive and well-executed approach ensures that your pool and spa business remains visible, engaging, and reliable to potential customers. Here’s what it means to maintain your profile with a solid GMB strategy:
Regularly Update Business Information
Keeping your GMB profile current is essential. Ensure that your business hours, address, phone number, and website URL are accurate and reflect any changes promptly. This prevents potential customers from experiencing frustration or disappointment due to outdated information.
Respond To Customer Reviews
You need to respond to customer reviews, be they positive or not. This will show that you value feedback and actively engage with your audience. Express gratitude for positive reviews, and address concerns raised in any negative feedback. Demonstrating excellent customer service in your responses can positively influence potential customers and encourage them to choose your pool and spa services.
Post Fresh and Engaging Content
Maintain an active presence on your GMB profile by posting relevant content regularly. Share updates about special promotions, seasonal offers, upcoming events, and new services. Engaging content keeps your audience interested and informed, making them more likely to return to your profile for updates.
Utilize Google Posts
Google Posts allow you to share short messages, images, and call-to-action buttons directly on your GMB profile. Use this feature to highlight new services, special deals, or updates about your business. Posts appear prominently in search results and can drive traffic to your website or prompt customers to take action, such as booking an appointment or calling your business.
Monitor and Respond To Customer Questions
Stay attentive to customer inquiries posted on your GMB profile and respond promptly and professionally. Addressing questions and concerns demonstrates your commitment to customer satisfaction and builds trust with potential clients.
Leverage Google Messaging
Enable messaging on your GMB profile to allow customers to contact you directly. Respond to messages promptly and offer helpful information. This direct communication channel makes it convenient for customers to inquire about your pool and spa services. This, in turn, will increase the likelihood of converting leads into customers.
Use Google Insights And Analytics
Regularly monitor the performance of your GMB profile using Google Insights and Analytics. These tools will provide valuable data on how users interact with your profile, like the number of calls, website visits, and direction requests. Analyzing these metrics can help you fine-tune your GMB strategy by understanding the content and features your audience resonate with most.
Encourage Customer Reviews and Feedback
Continuously encourage satisfied customers to leave reviews on your GMB profile. Positive reviews build social proof and credibility for your pool and spa business. Listen to customer feedback and use it to improve your services, demonstrating that you value their input.
By maintaining a solid GMB strategy, your pool and spa business can consistently provide a positive online experience for potential customers, leading to increased engagement, improved local rankings, and higher conversions. Regularly updating your profile and engaging with your audience will foster a positive brand image and establish your business as a trusted choice in your local community.
Optimizing your Google My Business profile is a game-changer for pool and spa businesses. By providing accurate information, engaging with customers, and consistently maintaining your profile, you can rank higher in local search results, attract more local customers, and grow your business. Google prioritizes businesses with accurate, up-to-date information, and the best thing you can do for your business is to allow it to shine to all of your local customers: past, present, and future.
If you’ve been wanting to optimize your Google My Business account but still aren’t sure where to start – don’t worry. That’s what we’re here for. Small Screen Producer has been helping pool and spa businesses, just like yours, optimize and revitalize their web presence from the top down for years. We’ve rode the waves of change and adapted to cutting-edge technologies every step of the way.
No matter where you are in your business journey, we can help you bridge the gaps. From a cutting-edge website or an optimized business profile to ad campaigns that convert. No matter what you need, we have personalized solutions. Contact us today for a free web presence report and a consultation as we help guide you into the future of pool and spa marketing techniques. These 10 optimization techniques can make a significant difference, but having an ally like SSP by your side can change everything.