Carpet cleaning is a lucrative business. With low startup costs and strong margins, carpet cleaning businesses can generate nice profits.
The potential value in carpet cleaning hasn’t gone unnoticed in the US market, where hundreds of new carpet cleaning companies pop up each year. At the end of 2019, there were over 30,000 carpet cleaning businesses in the US alone, raking in an amazing $5.4 billion annually.
Standing out from the pack in this oversaturated industry can be tough, but one great way to start is with carpet cleaning SEO, and in particular, local search engine optimization (SEO). If you want to increase lead generation, local SEO is your best option. And it all starts with securing citations in carpet cleaning directories.
How does local SEO for carpet cleaning companies work?
Imagine you’re at home, and you spill a coffee on your carpet. The stains won’t come out no matter what you try. What do you do?
If you’re like most people, you go online and look in Google for a carpet cleaning company near you to save the day. After all, Google receives nearly 90% of all global search traffic.
So how do you get your business listed on Google for local customers to find? Local SEO.
Local SEO increases websites’ visibility for local searches and in Google Maps. It all starts with a Google My Business (GMB) profile.
GMB profiles feature your business in local search results, which appear below paid ads, but above organic search results. For example, in this query for ‘carpet cleaning Phoenix’, you can see several top businesses listed in the local results box.
And here’s an example from Google Maps for the same search query. Listings on the side appear with a properly optimized GMB profile.
Local SEO gets your business into the tops spots in local search results. How is that made possible? By using the three factors that Google says determine local search results: relevance, distance, and prominence.
Distance is how far away a business is from the location term used in a search. Three miles is a good rule of thumb when it comes to distance. However, distance also varies based on the location and search terms used.
This is how well your business listing matches a search query. Improving relevance starts by ‘adding complete and detailed business information’ to your GMB profile. Detailed information ‘helps Google better understand your business and match your listing to relevant searches.’ For carpet cleaning companies, this means adding services to your website and business listings.
Examples of specializations that customers search include:
- Eco-friendly carpet cleaning
- Pet urine and odor removal
- Upholstery cleaning
- specialty stain removal
Essentially, prominence is how well known your carpet cleaning company is. Most carpet cleaning companies don’t have a well-known brand name. That means there’s significant opportunity to develop prominence.
According to Google, prominence is determined by your website’s backlink profile, results page rankings, and website quality. Translation: prominence isn’t achieved overnight. But, you can make efforts to promote your business to boost prominence.
And that all starts with citations.
What are citations?
Citations are online references to a business. A citation includes the business name, address, and phone number (often referred to as NAP). Sometimes a citation may include a backlink, reviews, a map, and more.
There are two types of citations: structured and unstructured. Unstructured citations are any reference to a business that isn’t in a directory. These could include a brand mention in an article or an author bio at the end of an article you write for another site.
Then there are structured citations usually found in directories. These citations can either be in general or industry-specific directories. For example, here’s a general citation for a Phoenix-based carpet cleaning company on the Better Business Bureau.
The company has a detailed citation with NAP, a link, reviews, a map, and more. Industry-specific directories can also provide citations. These citations can be more valuable to carpet cleaners because of their industry relevance.
Citations in industry-specific directories usually cost money, but thankfully most carpet cleaning directories are free of charge. Here’s an example from the International Janitorial Cleaning Services Association.
Top directories for carpet cleaning companies
It’s time to start securing citations to improve your Local SEO. Here are a few top directories for carpet cleaning companies to get you started.
1. International Janitorial Cleaning Services Association
IJCSA is the largest cleaning services association in the nation. They offer training, certificate courses, connections, and more for members for a fee. Still, a citation in their directory alone is worth the cost considering the site receives more than 16,000 visits each month. Citations are basic, including name, address, phone number, and a link.
2. Rug Care Directory
The Rug Care Directory offers free listing for any carpet cleaning company that offers rug care services. Citations include NAP, a link, and a small blurb about the company.
The Carpet Cleaning Directory connects customers with carpet cleaning businesses. They charge $19.99 per year for a citation that features NAP, a link, and a small blurb.
Carpet Cleaners By State has grown dramatically since its founding. The site now even lists carpet cleaners in Canada and Australia. The company also offers one of the most detailed citations on this list with NAP, a link, pictures, a business description, and more. Their listings are free, and you can add pictures, videos, and more when you submit your listing.
5. Alan’s Best Carpet Cleaner Directory
A 30-year industry veteran, Alan Fletcher, runs Alan’s Best Carpet (ABC) Cleaner Directory. The directory features top carpet cleaners by state. To appear in this carpet cleaning directory, you’ll need to apply on the site. However, the citation is free, and this is a great source for leads.
6. Professional Carpet Cleaners Directory
Professional Carpet Cleaners Directory offers free citations for carpet cleaners. A citation will include NAP, a link, and a section for business information, as well as a map.
7. Cleaning Business Today (CBT)
CBT is a cleaning industry newspaper and guide creator that also offers a business directory for cleaning companies. A free citation at CBT will include NAP and a link, but they also offer platinum listings for a small fee that are more prominently displayed and include more business information.
FindACleaning.biz a directory meant for all cleaning businesses. Citations are free and include NAP and a link. The site gets strong enough organic traffic that it is worth securing a citation here for the lead generation potential and SEO value.
9. HomeAdvisor’s Carpet Cleaning Directory
HomeAdvisor is dedicated to ‘connecting homeowners with prescreened, local service professionals to carry out home improvement, maintenance and remodeling’. The site allows users to review and comment on businesses. Citations are free, but you have to qualify as a valid professional business. Citations will include NAP, a link, directions, a map, and more.
10. United Professional Cleaning Alliance
The United Professional Cleaning Alliance allows any cleaning company to list on their site. Although it’s less specific than most of the directories on this list, the higher level of web traffic means it’s worth including. The site prominently features new members and ‘loyal’ members who pay a small fee. This provides better positioning and improved lead generation opportunities. You can register your company for life for $19.95. A citation will include NAP and a link.
Next steps to get more local customers with local SEO
Securing citations at directories starts the local SEO push, but there’s a lot more to local SEO than citations. Most carpet cleaning business owners could use some expertise, and as a carpet cleaning SEO company, we’d be happy to help.
If you want to learn more about all the ins and outs of local SEO, check out this article on 10 Local SEO Tips for Small Businesses. Or, contact us for more information, we’ll gladly share some more of our top carpet cleaning marketing ideas.
Markitors is an SEO company. We work with small businesses to rank their websites higher on Google, resulting in more traffic and leads. Explore what’s in our SEO toolbox: audits and keyword research, digital PR, technical SEO, and local SEO. Or continue on to our next carpet cleaning marketing blog: 5 Carpet Cleaning Blog Topics for More Customer Calls.