SEO for Restoration Services Requires Planning Ahead So That Customers Can Find Your Website in a Panic


What would you do if you came home from date night with your spouse and found your house surrounded by fire trucks, hoses spraying?  What about if your returned to your summer quarters after spending the winter in Florida and found that mold had infiltrated the walls?  What about if your winter home in Florida suffered hurricane damage?  You would Google, of course?  Google would know just what you need, even if you don’t.

How Search Engine Optimization for Local Business Websites Works


Google frequently adjusts its algorithms, changing the weights that it gives to the various search criteria, but the following criteria are consistently important for local business websites:

  • Keywords that include your geographic area (you need to rank for “storm damage cleanup New Smyrna Beach” or “storm damage cleanup Volusia County,” or else your site will appear in search results for users who are so far away that they can’t hire you)
  • Visits to your site from users in your local area
  • Conversion rate (the percentage of visitors to your site who call you or email you through your site)
  • Functional links among pages of your site
  • Frequent updates of the content on your site
  • The presence of your NAP (name, address, and phone number) on your site and elsewhere on the Internet, always spelled the same way
  • Readable content on your site that looks like it was written by and for human beings

What Do Disaster-Stricken Customers Want in a Restoration Service Website?

People who visit restoration services websites are not looking for an immersive experience.  They are not looking for longform articles and videos that will take their minds off of all the problems in the world.  Mostly, they want to know how to contact you.  It is also useful to your prospective clients, and therefore to Google, if your site includes instructional articles about what homeowners can do to prevent damage in their homes, how to stop the damage from getting worse until you arrive, and advice for dealing with the insurance companies that should reimburse them for the repairs.

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SEO for Restoration Services Requires Planning Ahead So That Customers Can Find Your Website in a Panic

What would you do if you came home from date night with your spouse and found your house surrounded by fire trucks, hoses spraying?  What about if your returned to your summer quarters after spending the winter in Florida and found that mold had infiltrated the walls?  What about if your winter home in Florida suffered hurricane damage?  You would Google, of course?  Google would know just what you need, even if you don’t.  Most people who need the to hire restoration services do not even know that such things are called restoration services.  It is your job as the owner of a restoration business to make your company’s website respond to the needs of prospective clients, even if the clients themselves are so frazzled that they do not even know what to ask.  Of course, you are in the business of repairing damage caused by fire, floods, and other disasters, not of reading the minds of Internet users.  This is why restoration companies need the help of the WordPress developers and digital marketing professionals at High Converting Media.

How Search Engine Optimization for Local Business Websites Works

Some consumers can name national companies that provide flood insurance and homeowners’ insurance, but most of them cannot name the restoration companies that do the cleanup and temporary and permanent repairs for which the insurance companies eventually reimburse the customers.  This is because restoration companies are, by nature, brick and mortar local businesses.  Even if you were to think up a mascot as memorable as the Geico gecko, there would only be so many people who could reasonably want to hire you.

Therefore, the goal of search engine optimization (SEO) for local businesses is to get Google to match you with customers in your local market by placing your website at the top of the list of organic search results when these customers search for queries related to your business.  For example, you would want to focus on ranking for keywords such as “Port St. Lucie flood damage repair,” “Galveston hurricane cleanup,” or “Yonkers mold removal.”

Google frequently adjusts its algorithms, changing the weights that it gives to the various search criteria, but the following criteria are consistently important for local business websites:

  •   Keywords that include your geographic area (you need to rank for “storm damage cleanup New Smyrna Beach” or “storm damage cleanup Volusia County,” or else your site will appear in search results for users who are so far away that they can’t hire you)
  •   Visits to your site from users in your local area
  •   Conversion rate (the percentage of visitors to your site who call you or email you through your site)
  •   Functional links among pages of your site
  •   Frequent updates of the content on your site
  •   The presence of your NAP (name, address, and phone number) on your site and elsewhere on the Internet, always spelled the same way
  •   Readable content on your site that looks like it was written by and for human beings

What Do Disaster-Stricken Customers Want in a Restoration Service Website?

People who visit restoration services websites are not looking for an immersive experience.  They are not looking for longform articles and videos that will take their minds off of all the problems in the world.  Mostly, they want to know how to contact you.  It is also useful to your prospective clients, and therefore to Google, if your site includes instructional articles about what homeowners can do to prevent damage in their homes, how to stop the damage from getting worse until you arrive, and advice for dealing with the insurance companies that should reimburse them for the repairs.  Since time on page is one of the criteria that SEO algorithms measure, it helps to have page content of substantial length and also for your site to have an intuitive layout so that users do not get frustrated and navigate away from it and end up contacting one of your competitors.

If this sounds like a big job, it is, but you don’t have to do it by yourself.  The online marketing professionals can successfully optimize your restoration services website for SEO.

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