For 55% of businesses, nearly half of their website’s traffic comes from organic search.
So despite the disruption caused by AI-generated search results, SEO continues to be a major source of traffic for websites across industries, given that the other 50% of the traffic is shared between social, paid, email, and other channels.
For locksmiths, investing in SEO is a no-brainer to increase your online presence, boost website traffic, and unlock leads.
Contents
- Why is SEO important for locksmith businesses?
- 4 quick SEO tips for locksmiths
- Get started with your own locksmith SEO strategy
Why should locksmiths invest in SEO?
Investing in SEO will help you improve your online presence, attract more local customers, and ultimately grow your business. SEO will give you:
- Increased visibility and traffic. When people search for locksmith services online, SEO will help you appear in the top results. You will get more traffic on your website and more customers.
- Cost-effective marketing. Compared to traditional advertising methods, SEO is more cost-effective in the long run. Once your website ranks well, it can attract consistent organic traffic without the ongoing costs associated with paid advertising.
- More trust and credibility. High rankings in search engine results lend credibility to locksmith businesses. When your site appears at the top of search results, it is perceived as more trustworthy and reliable by potential customers.
In addition to the above, SEO can give you a competitive advantage over competitors who may not be as visible online, thereby attracting a larger share of the market.
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4 SEO tips for locksmiths
Look at what happens when you Google “emergency locksmith in New Jersey.”
You get:
- Ads
- The local pack (with names, ratings, and contact information of relevant businesses)
- Organic search results, leading to landing pages optimized with local keywords
This means that outside of advertising your business through Google Ads, your best chance to grow online is to target the local pack (through Google My Business profiles) and the organic rankings (through local landing pages). This means that instead of targeting general high-ranking keywords, we will focus our efforts on local SEO.
Here’s how you can do that:
1. Create and optimize your Google Business Profile
Claim and optimize your Google Business Profile listing. Regularly post updates, offers, and news on your Google Business Profile to engage local customers and improve your local SEO.
- Go to Google Business and sign in with your Google account. If you don’t have a Google account, create one.
- Enter your business name and address in the search box. If your business appears in the search results, select it. If not, click on ‘add your business to Google,’ and enter that information.
- Google will offer several verification methods, such as phone, email, or instant verification (if eligible). Choose the method that works best for you.
- Follow the instructions provided by Google to complete the verification process. Note that if you’re verifying by postcard, it will take a few days to receive the postcard with the verification code.
Once your profile is created and verified, it is time to fill out all the sections in your Google Business Profile. Add your website, service area, hours of operation, and business categories in addition to your business name, address, and phone number (NAP). Also, write a clear business description, and describe your services, specialties, and what sets you apart from competitors.
To further enrich your profile:
- Add attributes to highlight specific features of your business, such as 24-hour service, key duplication, emergency services, security system installation etc.
- Add high-quality photos of your locksmith services in action, including the exterior of your mobile service van, your team working on locks, and close-ups of various locks and security systems you install.
- Add short videos demonstrating key locksmith services such as emergency lockout assistance, lock installation, and key cutting. Include video customer testimonials if possible.
🔍 Find the right local keywords for your locksmith business using our free, complete guide to local keywords!
2. Manage your Google Business Profile actively
Given the option between a locksmith with just a couple of reviews and another with multiple positive reviews, most people will choose the latter. So, ask your customers to leave reviews on your Googe Business Profile. Regularly monitor and respond to these reviews. Also, thank your customers for positive feedback and address any concerns in negative reviews professionally.
Another aspect of managing your Google Business Profile is to keep posting new updates, offers, events, and news about your business. Highlight special offers, promotions, and events to attract more customers and keep your profile active and engaging.
3. Create location pages
Location pages are pages on your website that provide information about your services built for each location your business operates in. These pages deliver highly relevant content to users searching for services in specific areas, and help your business rank for multiple locations.
Location pages can help you show up in search results for local keywords. So, create separate location pages for each area or neighborhood you serve. Let’s look at a location page I found when searching for ‘locksmith in Culver City.’
This page is the perfect example of a local landing page. It mentions the location, Culver City, in the URL as well as the main heading on the page. It has a prominent contact form and phone number for anyone in need of their services. Upon scrolling down, you can find more details on their services, customer testimonials, and pictures of some of the work they did in the area.
To create location pages of your own, use the following steps:
- Make a list of all the cities, neighborhoods, and areas where you provide locksmith services and use resources like Google Keyword Planner or the WordStream Free Keyword Tool to identify location-specific keywords (e.g., “locksmith in [City]” or “emergency locksmith [Neighborhood]”).
- Create a template for your location pages that can be easily replicated. Make sure it has a catchy header, information about the specific services you offer, some local information, a call to action, a phone number, and a contact form.
- Include your NAP for each location–the same one that’s on your Google Business Profile. And, embed a Google Map showing your business location in the specific area (if applicable).
- Add reviews and testimonials from customers in the location relevant to the landing page. If available, include case studies or success stories.
After following all of the above steps, you will have multiple local landing pages, each targeting a different region. These pages will also need to be optimized with internal and external links.
- Internal links to other relevant pages on your website, such as your main services page or other local landing pages.
- External links to reputable local directories, business partners, community websites, and other relevant sources (getting them to link back to you is also a good idea).
4. Build local backlinks and brand mentions
If you get other people and businesses to mention you on their sites and link back to you, it will help your site rank higher in local search results. Here’s how you can do that:
Local influencers
Connect with local influencers or bloggers who can help promote your services. A mention or review from a local influencer will drive traffic and improve your SEO.
As an example, look at this video by EricTheCarGuy on YouTube:
While the above video is not sponsored by anyone, you can find similar influencers and sponsor their content. If someone had sponsored the above video, they would have benefited from more than 196k people learning about their brand (besides the multiple brand mentions and links from YouTube, Instagram, X, and Facebook – all places where Eric posted the video).
There are many influencers like Eric that make content related to cars and are highly relevant for locksmiths who offer emergency lockout services. Besides the automotive industry, you can also find local influencers in spaces like real estate, property management, home improvement, and security. Collaborate with local influencers, sponsor their content, and improve your rankings.
Local partnerships
Form partnerships with local businesses that can be your natural allies and cross-promote your services. Through these partnerships, both parties get customer referrals, brand mentions, and backlinks. Some possible partners for you may include:
- Real estate agents and agencies. They often need locksmith services for new homeowners or rental properties.
- Property management companies. These companies manage residential and commercial properties and frequently require locksmith services for lock changes, maintenance, and security upgrades.
- Home improvement and hardware stores. Stores that sell locks, keys, and security systems can refer new customers to you in addition to mentioning you on their website.
- Security companies. Businesses offering alarm systems, CCTV, and other security services can be natural allies to you.
- Automotive dealers and mechanics. These businesses can refer customers to you and link to your website for car key replacements and lockout services.
In addition to the above, moving companies, builders, and contractors also make for great local partners. Reach out to these businesses and propose mutually beneficial partnerships. Besides the standard customer referral program, offer guest blog posts related to locksmithing services that they can publish on their website. This way, they get useful content to share with their audience and you get a brand mention and a backlink for each blog post. If they do a video series or a podcast, you can join it as a guest and speak on a relevant topic.
You can also do joint marketing campaigns based on co-branded content, special offers, or bundled services. Promote these collaborations on both businesses’ websites and social media platforms.
Once you have enough partners, create a resources page on your website that lists and links to your partners’ businesses. Ask them to do the same in return.
🔐 See how our solutions can help you lock in your locksmith business’s SEO strategy for sustained growth!
Cover all aspects of local SEO for your locksmith business
We covered many aspects of on-page and off-page SEO that can be important to locksmith businesses—including everything from keyword research to link building. Several other aspects of SEO can also affect your rankings. Factors such as site speed, clean URL structures, and mobile optimization need your attention if you want to beat your competitors. Some of these aspects fall in the category of technical SEO, but don’t worry, we’ve got you covered. Use this detailed local SEO checklist when working on your website and rank higher for local keywords. Just be sure to avoid these outdated SEO tactics.
Here are the top SEO tips for locksmiths:
- Create and optimize your Google Business Profile
- Manage your Google Business Profile actively
- Create location pages
- Build local backlinks and brand mentions
