You already know that tree service is a hypercompetitive industry. You and a couple of dozen other companies are all fighting for the same customers. Obviously, this means you absolutely have to show up at the top of the search results; you won’t get many calls if you’re hanging out at the bottom of the page — nobody scrolls down that far anymore.
There are a number of ways to improve your search performance, and truthfully, you’ll want to address them all over time. But there’s one step every tree service company should do first: You need to optimize your Google Business Profile (GBP).
When optimized correctly, your GBP will do more than just display your phone number and hours to searchers. It will help ensure you appear in front of ready-to-hire homeowners at the exact moment they’re searching for your services. We’ll share some of the best ways for doing exactly that below.
Outranking Your Competitors with GBP Optimization: Step-By-Step Tips
Every tree care company and market is different, so the exact things you’ll need to do to optimize your GBP will vary a bit. However, the following six steps are broadly applicable to just about every scenario, so you’ll want to start with these:
Step 1: Claim and Verify Your Google Business Profile
The very first thing you’ll need to do is claim your GBP and become verified. Until you’ve done so, you can’t edit it or control how your business appears in local search results. Fortunately, it’s not very difficult to do so — Google will either mail a postcard with a verification code to the listed business address, or phone, email, and instant verification services are available in some cases.
Once you’ve completed this step, you’ll be able to update your business information, track analytics, respond to reviews, and do everything else you’ll need to optimize your profile.
Step 2: Optimize Every Detail of Your Profile
Because your GBP is essentially your online storefront, you have to make sure that every detail is correct. Start with the basics: your name, address, and phone number. Ensure that these appear exactly as they do elsewhere online — this provides something called NAP (name, address, and phone number) consistency. So, if your phone number shows up as (555) 555-1234 on your website, make sure it doesn’t appear like 555-555-1234 on your GBP.
From there, be sure that the other basic details, such as your website address and service hours, are correct and consistent with what’s posted in other places. Then, you’ll want to add a detailed business description that highlights your specialties, certifications, and service areas, using the kinds of keywords potential customers will search for (e.g., “tree removal”).
Step 3: Add Photos to Increase Your Clicks and Calls
Once you’ve added all of the relevant information to your GBP, you can start trying to dress it up with some photos. Fortunately, tree care is a very visual industry that provides tons of great photo opportunities. From climber images to before-and-after comparisons to drone shots of crane-assisted removals, you’ll have plenty of options.
Just make sure that you use high-quality images to put your business’s best foot forward. They should be well-lit, properly framed, and include your branding when possible. Also, avoid stock photography — people want to see your actual team, not generic photos of guys with chainsaws.
One last thing: We’re focusing on photographs, but you can also include videos for even more engagement.
Step 4: Collect and Respond to Customer Reviews
Reviews are likely the single most influential factor that potential customers rely on when choosing a tree service. Businesses with lots and lots of 5-star ratings outperform those with fewer or lower ratings every time. So, you’ll want to actively encourage satisfied clients to share their experience on your GBP.
It’s also worth pointing out that a steady flow of positive reviews not only helps attract customers; it also provides signals to Google that your business is relevant for the terms people are searching for when they need your services, which will improve your rankings over time.
And while we’re on the subject of reviews, it is critical that you respond to every review promptly, whether it is positive or negative. Thank any happy clients by name and address any dissatisfied customers professionally. This not only builds trust with future customers but also shows Google that you’re actively engaged.
Step 5: Post Regular Updates to Stay Visible
Google strongly prefers active GBPs, so post updates as frequently as you reasonably can. This helps show Google that your business and profile are alive and relevant. Some of the best things for a tree service to share include job highlights, seasonal tips, and promotions (and once again, include photos whenever possible).
These kinds of updates — which are essentially akin to social media posts inside the Google ecosystem — appear directly on your profile and help convince customers to call you instead of one of your competitors.
Step 6: Use Categories, Services, and Q&A Effectively
Google wants to display relevant GBPs to searchers, and you want to help support those efforts. So, be sure that your GBP lists the appropriate categories. Obviously, you’ll want to start with “Tree Service” as your primary category, but don’t stop there; add secondary categories like “Arborist,” “Tree Removal Service,” and “Emergency Tree Removal,” if they accurately apply.
You’ll also want to optimize the services section and list everything you offer, from trimming to plant health care to stump grinding. This adds valuable keywords to your profile and helps customers understand the full scope of services you offer.
The Q&A feature doesn’t influence your ranking very much, but it can still be valuable for winning customers. However, Google has recently changed how it appears on some profiles and in some search contexts, so you may not have access to it. But assuming it is available to you, add a few common questions you hear from customers and answer them clearly.
Bonus Tip: Expand Your Service Hours
We’re sharing this as a bonus tip because it won’t work for every tree service. But if you can, expand your business hours to the hours during which you (or a staff member) will answer the phone – not just the hours you actually have crews in the field.
Google wants to display businesses that are currently open for potential customers, and if you are open for more hours, you’ll show up higher and more often.
Let ORB Tree Service Marketing Optimize Your Google Business Profile
Hopefully, you now understand not only the importance of optimizing your GBP but also a few of the steps you should take next. But there is also an alternative. If you’d rather focus on actually providing tree care services than working on your GBP, you can offload this responsibility to the professionals at ORB Tree Service Marketing.
We’ll be happy to optimize your GBP, upload regular posts for you, and ensure that it’s set up to generate the kinds of leads you need to succeed. Contact us today to get started!
