Taking the Plunge: 10 Tips to Dominate Local Search for Pool and Spa Businesses

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:

Improve Engagement

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.

About Small Screen Producer

Small Screen Producer is a full-service digital marketing agency specializing in creating custom digital solutions for pool and spa construction/service businesses. We offer various services, including website design and development, search engine optimization, social media marketing, and more. Our team of marketing experts is dedicated to helping businesses succeed in the digital space and building long-term relationships with our clients. Contact us to learn how we can help you grow your business today.