Stephen Baker SEO

Stephen Baker

July 28, 2025

Local SEO for Home Service Franchises: Expert Tips From A Home Service SEO Agency

Get a Free Website Audit, Straight to Your Email ⬇️

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Why Your Business Profile Matters for Local SEO

If you’re a contractor, HVAC tech, plumber, or any kind of local home service business franchise, your Google Business Profile might be the most important piece of your marketing.

It’s often the first thing people see when they search, even before your website.

Most people don't even scroll past the GMB listings that show up first.

What does this mean for you?

Ranking in the top 3 means more calls for each franchise location, more leads, and more trust before a customer even clicks.

Think about it - what would an extra 10, 20, even 50 leads a month do for your franchisees?

I'm going to show you how to do all this

But first...

I want to you show you social proof that we've done this for other home service businesses:

This renovation contractor added an extra $311k to his business in 6 months and his business profile is always at the top of Google:

How Joe Made an Extra $311k in 6 Months With SEO - YouTube

Here are some more of our clients ranking at the top of the map pack so you can see that this is something we do consistently:

Local SEO for Home Service Franchises
Local SEO for Home Service Franchises
Local SEO for Home Service Franchises
Local SEO for Home Service Franchises
Local SEO for Home Service Franchises
Local SEO for Home Service Franchises
Local SEO for Home Service Franchises
Local SEO for Home Service Franchises

You get the idea...

Where most people go wrong trying to rank their GMB

Most people think their business profile is just about reviews, posts, backlinks, etc..

They focus on one thing for a month and when they don't see any progress they stop

Getting your GMB to the first page is not about one thing - it's about multiple SEO variables working together to build your authority

I will tell you each factor that affects your rankings in this full tutorial and how to optimize each one so you can get to the first page

And just like you've seen above, this system works consistently with our clients - this isn't some tutorial I got chatgpt to make me

Some people think it's JUST about proximity and you can't show up unless you're a block away from the lead

This is simply not true

Your limiting beliefs and lack of action around SEO are what's keeping your GMB on the second page of Google, not external factors

Optimize these 6 factors, and I guarantee you, your business profile will show up on page 1

What Impacts Google Business Profile Rankings

Google’s local algorithm considers six main factors when deciding who ranks at the top.

You don’t need to master everything at once, but understanding each piece gives you a clear edge.

Here are the core factors:

  • Distance (proximity)
  • Relevance
  • Prominence
  • Consistency
  • Engagement
  • Website SEO

Distance (proximity): The One You Can’t Control (But Can Optimize Around)

Google prioritizes businesses close to the searcher’s physical location:

Local SEO for Home Service Franchises

You can’t change your address, but you can optimize your presence across nearby areas.

Add neighbouring cities or service areas in your Business Profile settings.

Local SEO for Home Service Franchises

Mention multiple suburbs or franchisee locations in your site content and SEO service pages (will explain this later)

Encourage reviews from customers in different locations to help you show up across a wider area

Again, will talk about this later in the video but you want to make sure their reviews are descriptive and contain the city/area that the live in

Relevance: Make It Obvious What You Do

Google needs to understand what your home service business offers so it can match your profile to the right searches.

Pick the most accurate primary category in your profile. Then add 2–4 supporting categories.

For example, take a painting franchise.

Your primary category might be "painting" and a sub-category might be lighting, gutter cleaning, etc.

Write a detailed business description that naturally includes key terms your ideal customer might search.

Local SEO for Home Service Franchises

Create posts and pages using terms like “heat pump install Vancouver” or “emergency plumber Surrey” depending on your home service nice.

Stay consistent with your language across your website, Business Profile, and reviews.

Good website example:

Local SEO for Home Service Franchises

Prominence: Build Authority Over Time

Prominence is how visible and credible your business appears online.

Businesses with more mentions, links, and activity get rewarded.

What helps your prominence:

  • High-quality reviews

If you're picking a restaurant  to go to near you, are you going to go to the one with 1,500 reviews with an average of 4.7 stars or the one with 15 5-star reviews?

  • Mentions on other websites (directory listings, blogs, partnerships)
  • Backlinks to your website from industry or local sources
  • Regular content updates like blogs or projects

Consistency: Send Signals That You’re Active

A lot of home service franchises set up their profile and leave it untouched for months.

Google prefers profiles that look active and maintained.

Update your photos, hours, and services often.

Add weekly posts about projects, tips, FAQs, or seasonal updates.

Respond to every review and keep your profile looking alive.

Engagement: Get People Interacting With Your Profile

The more people click, call, leave reviews, or view your photos, the better your profile performs.

This tells Google that your business is relevant and helpful.

To boost engagement:

  • Ask customers for reviews after each job
  • Upload geo-tagged photos of your work regularly
  • Use posts to answer common questions
  • Make your listing visually strong with good photos and descriptions

How to Ask for Reviews Without Feeling Weird

People are happy to leave reviews when asked the right way.

Use the feedback-first method:

  1. Ask how the service went
  2. If positive, follow up with:
    “We’re asking some of our happy clients to leave a quick review on Google  - it really helps others find us.”

Make it easy by sending them a direct link to your review page and a sample review to model.

Use tools like Jobber to automate review requests after each job is marked complete.

Pro tip - make sure your customers put keywords and images (if possible) into their reviews just like the screenshot below:

When location and service keywords are in the review, your business profile will have a higher likelihood of showing up on page 1 when someone in that area looks for that service

Website SEO Helps Your Profile (Even If You Don’t Realize It)

Your Google Business Profile and your website support each other.

When your website ranks, it improves your profile’s credibility.

What helps:

  • Location-based service pages (e.g. “Plumbing in Burnaby”)

Here is the hierarchy template we use to make sure every location and every service gets a dedicated a page:

Example of what your website hierarchy should look like:

Local SEO for Home Service Franchises
  • Internal links to your main service pages
  • Blog posts that answer real customer questions (watch my video on how to do this)
  • Making sure your sitemap is submitted in Google Search Console

What Happens When You Get This Right

Here’s what you can expect if you stay consistent:

  • A full calendar of leads without paid ads
  • Ranking for multiple high-intent keywords
  • More trust, more visibility, and faster conversions

One of our clients added over $138,000 in revenue in a year using this strategy.

No gimmicks. No shortcuts. Just local SEO done right.

How Stan Generated $138,000 From SEO (Full Case Study Walkthrough) - YouTube

Another example: Pro Works Painting - a national painting franchise here in Canada- look at the trend in their SEO:

Local SEO for Home Service Franchises

Want This Done for You?

We’ve helped over 100 home service businesses generate organic revenue through SEO.

If you’re too busy to do this yourself but want it implemented properly - we’ve got you.

You will get:

  • An SEO audit and list of high-value keywords that your customers are searching up every month along with their search volume and difficulty
  • Fully optimized Google business profile (images, categories, descriptions)
  • A set of backlinks in your local area and submit your profile on all major directories
  • All of your location and service landing pages built out by us  (design + copywriting)
  • An automated review generation system so your GMB SEO is on autopilot

What does it take from your end?

This will only take 1-2 hours of your time to get us set up and we'll do the rest

This is a one-time payment, no retainers

And if your business profile isn't on the first page of Google by month 2, we'll give you a full refund

How long will this take?

We'll get everything set up in 14 days or less

Can't I just do it myself?

Yes that's what this whole blog is for

Book a call to get started or visit our site to learn more, the link is on our home page