For tree surgeons and landscaping businesses, appearing in Google’s local search results can make the difference between a full calendar and quiet weeks. When potential customers search for services in their area, they’re typically drawn to the Google Maps three-pack where three businesses are displayed prominently at the top of search results.
Breaking into that coveted top three might seem daunting, especially when you’re more comfortable with chainsaws than search algorithms. However, as Chris London, Managing Director of Landscape Marketers, explained in a recent Pro Arb magazine interview, getting started with local SEO doesn’t require technical expertise. It begins with straightforward, practical steps that deliver significant results.
Here are the key areas Chris recommends focusing on:
• Optimising your Google Business Profile with accurate information and strategic content
• Building trust through Google Reviews and regular profile updates
• Supporting your profile with location-specific website content
Read the full Pro Arb interview here
Claim and Optimise Your Google Business Profile
Your Google Business Profile serves as your digital shopfront. If you haven’t already claimed yours, search for your company name on Google, click ‘own this business’, and complete Google’s verification process.
Once verified, Chris recommends starting with these fundamentals:
Accurate contact information: Use a local phone number rather than a mobile as customers respond better to recognisable area codes. Include your physical address, even if you operate from home. Transparency builds trust more effectively than concealing location details.
Opening hours strategy: Set your hours to ‘open 24 hours’, even if you don’t operate around the clock. Google’s algorithm favours businesses that are currently open when users search. A business marked as ‘closed’ becomes nearly invisible during evenings and weekends, giving competitors with 24-hour listings a significant advantage.
Strategic description: You have 750 characters in the description section. Use them wisely. Start with a brief pitch highlighting your experience and credentials, followed by service areas and key offerings like tree removal or stump grinding. Visitors initially see only the top four lines before clicking ‘more’, so lead with your strongest information.
Services as products: List your services in the ‘Products’ section. For example, enter ‘Crown Reduction’ with a description like ‘Professional crown reduction to improve tree health and safety’, along with a direct link to the relevant page on your website. This approach improves visual appeal while helping Google understand what you offer.
Build Trust Through Reviews and Regular Updates
Once your profile foundation is solid, focus on demonstrating reliability and professionalism.
Google reviews matter most: According to Chris, the number one trust signal for potential customers, and its impact on SEO, is Google reviews. A business with numerous five-star reviews that arrive regularly will typically outrank competitors with only a handful, even if their website is technically superior.
Make leaving reviews easy for satisfied customers. Send follow-up emails or texts with direct links to your review page. Consider using QR codes or shortened URLs. Respond to all reviews, both positive and negative. A simple ‘Thank you’ acknowledges praise and shows engagement, whilst a professional reply to criticism demonstrates good customer service.
Visual content strengthens your profile: Regularly add high-quality photos and videos. Before-and-after shots of completed jobs, team photos, and images of professional equipment all contribute to credibility. As Chris notes, “Google is using AI to understand photos and videos, so having lots showing your past work will strengthen your Google profile.”
Support Your Profile with Website Content
Whilst your Google Business Profile drives local search ranking, your website plays a crucial supporting role.
Create location-specific pages targeting queries like ‘Tree surgeons in Brighton’ or ‘Emergency tree removal in Yorkshire’. Include local keywords naturally within your content to improve visibility in region-specific searches.
Publishing detailed blog posts (800+ words) establishes authority and attracts organic traffic. Topics such as ‘How much does tree removal cost in the UK?’ or ‘When should you call a tree surgeon?’ provide valuable information whilst incorporating relevant keywords.
Simple Steps, Significant Results
You don’t need to be a marketing expert to improve your online visibility. By optimising your Google Business Profile, actively collecting and responding to reviews, maintaining consistent online presence, and supporting these efforts with location-specific website content, you can compete effectively in your region’s digital landscape.
These straightforward steps yield the greatest return on effort, enabling you to attract more customers and grow your business sustainably. Start with the basics, implement them consistently, and you’ll see measurable improvements in your local search ranking.
