SEO Services for Locksmiths:
Free Local SEO Guide

Locksmiths face numerous hurdles when trying to attract new business. One of the biggest is that when someone needs a locksmith, she normally runs a quick Google search and calls the first name or two in the results. To increase your customer base, you must find a way into that critical top spot.

SEO for Locksmiths

[ Need help with SEO? Click here to request a quote ] We will take you through our proven step by step process to boost your company to the head of the line. But first, let’s look at why local SEO is essential for all locksmiths.

3 Reasons Locksmiths Should Invest in Local SEO

The Yellow Pages Are Dead, and Google Reigns:

Until recently, locksmiths could pick up new business by placing an ad in the Yellow Pages and waiting for the phone to ring. But times have changed, and now 97% of people search for local businesses online. Google is by far the dominant force in the search market.

Free Traffic:

Advertising is still a massive expense for many small businesses. If you boost your Google rankings, you will have a steady stream of free traffic that you need only convert to paying customers.

Fast Results:

On average, national and international companies must wait 6 to 12 months to see much change in their Google rankings. As a locksmith, you have a tremendous advantage. Your competition consists only of other locksmiths in your local area, not those who are halfway around the world. And many of them are not yet using local SEO. This means that a targeted campaign could propel you to the first page of Google local rankings in just 30 days!

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Step 1: Keyword Research

Your first step is simple. Just write down a list of keywords that reflect your services. For example, you might try “mobile locksmith”, “rekey locks”, and “lockout service”. When you have a reasonably extensive list, sign up for a free Google AdWords account.

There is no need to develop or fund an ad campaign, but with an AdWords account, you can use Google’s free Keyword Planner. This helpful tool lets you input your chosen keywords to see how much traffic they generate. It also suggests related keywords that you might not have on your list.

Now you are ready to decide on your final list of keywords. All keywords fall into 1 of 2 basic categories:

  • Buying Intent: Prospects searching for buying intent keywords are imminently ready for your services. For example, someone searching for “I locked my keys in my car Pittsburgh” has an immediate problem and needs someone to fix it.Focus your local SEO campaign primarily on buying intent keywords, which produce the most rapid results. Feature them on your homepage, and build your service pages around them.
  • Research Intent: Research intent keywords mean that a prospect is “just looking.” He might need a locksmith in the future, but is not ready for one right now. For example, someone searching “best home security system” might be thinking about adding home security, but is currently trying to figure out what features he might want.Make research intent keywords a lower priority, since they take some time to drive conversions. Don’t dump them, though, as they are excellent for blogs and FAQs. These posts serve as your introduction to prospects who might contact you when they are ready to buy.

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Step 2: Optimize Your Keywords

With your finalized keyword list in hand, you are ready to optimize for them in 2 places—your Google My Business page and your website. Here are the keys:

Google My Business

Your Google My Business page is a sort of miniature website that appears in the “Map” section of Google local listings. It provides a brief snapshot of your company, and increases your overall internet presence. It can also give you a fast rankings boost, since it is much easier to rank highly with a Google My Business page than with a website.

Fill out the page fully and accurately:

  • Verification: First, claim your page and go through Google’s verification procedure. You will know this step is complete when you see a checkmark and the word “Verified” next to your company name.
  • NAP: Your business name, address, and phone number (NAP) must be accurate and identical across all web listings. Tell Google that your business is local by selecting a local phone number instead of an 800 number.
  • Categories: Google requires all categories to describe services rather than results. In addition to Locksmith, list any additional services you provide, such as Security System Supplier. Try to come up with 3 to 5 categories.
  • Description: The description is a short summary of your business that ends with a call to action. It should be 100 to 200 words long, and formatted similarly to: {Name of Company} offers professional {lockout service, rekeying, and security system installation, or similar} in {Your City}. {Provide some information about your background and/or why customers choose you.} Call {Phone Number} today for 10% off any service!
  • Hours: Make sure your office hours are up to date, and are consistent throughout all of your internet listings. If you offer after-hours emergency service, list that information in a separate paragraph.
  • Images: Images can boost customer engagement, and show your prospects that you do a great job. Add a few photos of your office, your staff, or your team at work (with permission!). Your images must have a sharp focus, be sized between 10KB and 5MB, and have a minimum resolution of 720px x 720px. We also recommend replacing the generic Google My Business background image with a branded image.

Website Optimization

Begin with your “core” pages (homepage and service pages), and optimize them for your buying intent keywords. Later, you will optimize your “content” pages (blogs and FAQs) for your research intent keywords. Here’s what you need to do:

  • Homepage: The title tag is the single most important part of your homepage. It is roughly equivalent to a book’s chapter title, and should be between 50 and 65 characters long. Try this format: Locksmith in {Your City} | {Name of Your Company}.The meta description lists your primary services and ends with a call to action. It should be 100 to 150 characters in length, and approximate this format: {Name of Company} offers quality {home and auto locksmith services, or similar} in {Your City}. Call {Phone Number} today for 10% off any service!The visible headline, also known as the H1, should be both concise and descriptive, and should include your primary category. This format works well: {Locksmith} in {City, State}.

    Finally, write your page copy. It should be approximately 500 to 1000 words long, and incorporate your primary keyword in a natural way. Provide some background on your company, briefly describe your core services, and close with a strong call to action. Make sure the copy is clear, and is well-edited.

  • Service Pages: Create a separate service page for each of your main services, and optimize it for a buying intent keyword exactly as you did for the homepage.

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Step 3: Compile Citations and Links

With your local SEO campaign’s basic structure in place, you are ready to compile citations and links. These give you a boost in Google rankings while increasing your online reach.

  • Citations: A citation is simply a listing of your business NAP (name, address, and phone number) in an online directory. Your options include general national directories ( and Facebook), general local directories (Chamber of Commerce website), and targeted locksmith directories. Make sure your NAP is identical in every listing.While many directories are free, some accept only paid listings. Before you invest, take a look at Google Analytics. There is no need to pay for a site that does not drive traffic and conversions.
  • Links: Inbound links from high-quality, credible websites are essential to boosting your Google rankings. Develop relationships both online and in person with companies that offer complementary services, such as home builders and auto repair shops. Then ask if you can trade web links. With a tool such as the Moz Link Explorer, you can learn where other local locksmiths’ links are coming from.

Step 4: Get Reviews

Online reviews are important for 2 reasons: they convince prospects to try your services, and they assure Google that yours is a legitimate business. All review sites are helpful, but you will get the fastest rankings boost from Google My Business page reviews. Send an email to your satisfied customers with a link to your Google My Business profile, and ask them directly to write a review. If you make this a regular practice, you will soon have an ongoing stream of reviews.

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Step 5: Track Your Results

You can only discover whether your local SEO campaign is working, and identify those areas that still need tweaking, by tracking your results. There are numerous ways to analyze your data, but these 3 core metrics are the most important:

  • Rankings: Google search results are customized according to the user’s previous browsing activities. Therefore, you must use a tool to see how a particular page truly ranks. Ask your webmaster to install the free Google Search Console (previously Google Webmaster Tools), and check your results at least once per month.For a more thorough analysis, consider moving to a paid tool, such as the one available from RankRanger. It will track your Google My Business page as well as your webpages, and will provide automatically updated ranking data from all of your SEO campaigns.
  • Traffic: Google Analytics is an excellent way to track your website visitors, known as traffic. You can see your total traffic, the traffic for each individual webpage, and even the percentage of visitors who reach you through Google search. Read your reports at least once a month, keeping a lookout for long-term trends.
  • Conversions: A conversion is a specific action that you want your prospects to take. For a locksmith, this could be making contact for a 10% discount. Google Analytics lets you track both phone and web conversions, discover which of your services drives the most conversions, and find out which of your webpages have the highest and lowest conversion rates.

Ready to Start?

Now you know why a comprehensive local SEO campaign is crucial for driving more potential customers to your locksmith company. Work through the steps in order, and fully complete each one before starting the next. Here is a recap of the 5 steps:

  1.    Keyword research
  2.    Keyword optimization
  3.    Citations and Links
  4.    Reviews
  5.    Tracking

Need Help with SEO?

At Main Street ROI, we specialize in helping locksmiths attract more local customers through Google. If you’d like help with your SEO, contact us for a free quote.

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