Slow economic growth and high interest rates have curbed consumers’ buying power. This, combined with an increase in vehicle supply has put downward pressure on vehicle prices. 

And changing consumer preferences to shop and buy cars online has made it harder than ever to build relationships and generate trust.

That’s where SEO comes in. This marketing technique is one of the best ways to display your dealership’s automobile expertise online while also generating leads from customers ready to buy cars.

This guide explains car dealer SEO in detail, including what it is and how to get it right. 

What is Car Dealer SEO?

Car dealer SEO is the process of making your website rank higher in relevant online searches to attract more customers. 

When people search for car dealerships or specific vehicles in your area, a well-optimized website increases your chances of being seen in the search results. 

This visibility makes it easier for potential buyers to find you when they need a new or used car. 

Essentially, SEO works by enhancing your dealership’s online reputation and establishing you as a trusted resource in the automotive market. 

What are the benefits of investing in car dealer SEO?

Investing in SEO for your car dealership leads to several benefits, including:

More website traffic

When your website ranks higher in search results, more people will visit it. For example, if someone searches “new car dealership near me” and your site appears at the top, you’re more likely to gain their interest and business.

Local customer focus

SEO helps you target potential buyers in your area. By optimizing for phrases like “car dealership in [your city],” you attract people who are looking for vehicles nearby, ensuring that your marketing efforts reach the right audience.

Increased leads and inquiries

A well-optimized website not only attracts visitors—it also turns them into potential customers. SEO makes it easier for people to find your contact details, request more information, or schedule a test drive, leading to more quality leads.

Competitive advantage

While many dealerships still rely on traditional advertising or word-of-mouth, investing in SEO lets you stand out online and outrank competitors who haven’t embraced digital strategies.

Long-term results and great returns

Unlike paid ads that stop working once you stop funding them, SEO delivers lasting benefits. 

For example, according to SEO tool Ahrefs the search term “used car dealership Houston” gets around 700 searches per month. 

If you rank number one for that term then you could get around 40% of this traffic—or 420 visitors. 

The average conversion rate for used car websites is 2% (although some get more). That’s more than eight deals per month. 

In 2024, the average profit per car sold in the US was $2,408, meaning your SEO efforts could bring in $19,264 per month or $231,168 per year.

According to Ahrefs, SEO services cost $2,917 per month on average, or $35,004 per year.

That’s a return on investment of more than six times!

Authority Builders’ Step-by-Step Guide to Car Dealer SEO

Here are the steps we take to help car dealerships build authority online and generate more leads using SEO. We’ve put the most important steps first so that you can focus on what matters most.

1. Set up your local SEO

Local SEO involves ensuring your business appears when people nearby search for vehicles or dealerships online. 

For instance, if someone types “car dealership near me” into Google, a strong local SEO strategy increases the likelihood that your dealership will show up. 

Since buying a car is a local decision—customers need to visit in person for test drives and negotiations—investing in local SEO is essential.

What do local SEO results look like?

When you search for a car dealership on Google, you’ll often see a map with three dealerships listed below it. This area is known as the “Local Pack.” 

It displays key details such as the dealership’s name, address, phone number, website link, and customer reviews. Ranking in this Local Pack is crucial because it’s one of the first things potential buyers see and click on.

Understanding local citations

To appear in local search results, your business must have as many local citations as possible. These are any websites where you can publish your dealership’s name, address, and phone number (NAP).

Examples include:

• Local, national or industry-specific directories 
• Review platforms
• Social media 

These citations are important because they help search engines verify your business’s location and legitimacy, boosting your overall SEO efforts.

How to improve local SEO

Ensure NAP consistency: Make sure your dealership’s name, address, and phone number are identical on your website, in local directories, and on social media profiles.

Encourage online reviews: Ask satisfied customers to leave reviews on Google or other platforms, as positive feedback builds trust and improves rankings.

Optimize for local keywords: Use location-specific phrases like “car dealership in [city name]” throughout your site’s content.

Create localized content: Publish blog posts or FAQs addressing local automotive trends or events.

Use local directories: List your dealership on platforms such as Yelp, Yellow Pages, and other automotive directories.

Set up your Google Business Profile

The biggest thing you can do to improve your local SEO is set up a Google Business Profile. This ensures you can appear in the Local Pack.

• Sign in: Go to Google Business Profile and sign in with your dealership’s Google account. If you don’t have one, set one up.

• Search or add: Click “Manage now” and search for your dealership’s name. If it’s not listed, click “Add your business to Google.”

• Enter details: Choose the type of business you run—this will most likely be a local store, as customers will visit your dealership. Select “Car dealer” as your category. Next, add your dealership’s name, address, phone number, and website. 

• Verify your business: Follow Google’s instructions to verify your dealership—usually via a postcard with a verification code.
• Enhance your profile: Add photos, your logo, and detailed information like your service area and hours.

Source

2. Technical SEO

Technical SEO focuses on the behind-the-scenes elements of your website that help search engines crawl and understand your content better. 

When your site is technically sound, it loads quickly, is easy to navigate, and provides a positive experience for visitors. It is about ensuring your website’s foundation is solid and user-friendly.

Google understands this and so considers technical SEO factors in its search rankings. 

Here are the ones car dealerships should focus on improving. It’s worth noting that most of these require some technical knowledge and you may have to hire a professional to help you.

Image optimization

Optimizing images is key to reducing load times. Start by compressing images to decrease file size without losing quality. 

This is particularly important for car dealerships as they often have lots of images of the cars on sale which can quickly slow down their website. 

Use descriptive file names and add alt text that clearly describes each image. This helps search engines understand the content of your images, which can contribute to better rankings.

Mobile optimization

With more customers browsing on smartphones, your website must work seamlessly on mobile devices. Ensure your site design is responsive, meaning it automatically adjusts to different screen sizes. A mobile-friendly site improves user experience and is favored by search engines, especially for local searches.

Internal links

Internal linking means connecting various pages on your website via hyperlinks. This helps search engines find and index your content more efficiently, while also guiding visitors to related topics or services. A clear internal linking structure can boost your site’s overall SEO performance and keep users engaged longer.

Fix broken links

Broken links can harm your site’s usability and signal poor maintenance to search engines. Regularly review your website for any links that lead to error pages and update or remove them. Fixing broken links ensures that both visitors and search engines can navigate your site without frustration, ultimately supporting your SEO efforts.

3. Find relevant keywords

Keywords are the words and phrases people type into search engines when looking for something. For car dealerships, these could be terms like:

• Car dealership near me
• Used cars in [city]
• Affordable car financing [city]

You can add these keywords and related terms to your website content. This helps search engines understand what your website is about and ensures it appears in relevant searches.

How do keywords work?

When someone types a keyword into a search engine, it looks for web pages that are most relevant to that keyword. 

The better your website matches what people are searching for, the higher it will rank in the search results. 

Targeting the right keywords allows search engines to connect your website with potential customers. Using relevant, high-volume keywords will improve your visibility and increase traffic to your site.

How to do keyword research

Keyword research is the process of identifying the best keywords to target. Here’s how to do it:

Step 1: Start with seed keywords

Think about the vehicles and services your dealership offers. Write down 5–10 terms like: 

• New cars for sale
• Used cars near me
• Auto financing
• 2024 Honda Civic
• Second hand Silverado 

These are your seed keywords—broadly relevant topics to your business but often highly competitive.

Step 2: Come up with long-tail keywords

Long-tail keywords are longer, more specific phrases. They might get less traffic, but they’re generally easier to rank for. For example, instead of targeting “car dealership,” try “best Nissan dealership in [City].” 

Step 3: Use Ahrefs’ Keywords Explorer

Ahrefs by clicking on the “Keywords Explorer” and entering your seed keyword.

Ahrefs will display a wealth of data. Scroll down the section labelled “Keyword ideas”. Here, you’ll find keyword ideas grouped into four main areas:

• Terms that include your seed keyword
• Questions related to your seed keyword
• Terms that pages ranking for your keyword also rank for
• Topics mentioned in articles featuring your keyword

See which ones suit your business and add them to your list.

Step 4: Prioritize keywords

Next, add all your keywords to a spreadsheet and run each one through Ahrefs’ Keywords Explorer. 

Key data points to note are:

• Keyword difficulty: How much competition there is to rank for the keyword.
• Search volume: The number of people searching for the term.

The best keywords will have a high search volume combined with low difficulty. Use your spreadsheet to pinpoint the best opportunities for your dealership’s SEO strategy.

4. Create high quality content

High quality content is information that is well-researched, engaging, and valuable to your audience. 

For car dealerships, this means content that answers common questions, provides expert insights on vehicles, and addresses the specific needs of car buyers. 

It should be original, well-written, and designed to help customers make informed decisions.

How content helps SEO

Quality content is essential for SEO because it signals to search engines that your website is a valuable resource. 

When users engage with your content—spending time reading articles or watching videos—search engines recognize your site as relevant and authoritative. 

This increased engagement can lead to higher search rankings and more organic traffic. 

Additionally, informative content often attracts natural backlinks from other reputable sites, further boosting your online presence.

Content ideas for car dealers

Consider producing various types of content, such as:

Videos: Showcase vehicle features, provide virtual tours of your showroom, or offer behind-the-scenes looks at your dealership operations.

Car buying guides: Develop detailed guides that walk customers through the car buying process, including financing options and negotiating tips.

Car reviews: Write comprehensive reviews of new and used models to help buyers make informed decisions.

Model comparisons: Create side-by-side comparisons of similar vehicles, emphasizing differences in features, performance, and pricing.

Guides to specific features: Produce content that explains advanced features—like driver support systems, safety technologies, or infotainment options—to help customers understand their benefits.

Here’s a good example on YouTube by dealership Mike’s Car Store. The company produces videos that provide consumers with car-buying tips.

5. Optimize your on-page SEO

On-page SEO refers to the changes you can make directly on your website to ensure that both users and search engines understand your high quality content. 

By optimizing your pages, you help your well-crafted articles, videos, and guides rank higher in search results, connecting potential customers with your dealership.

Meta titles

The meta title appears as the clickable text in search results. Make sure your title is clear, includes your main keyword (for example, “Car Dealer in [City]”), and is under 60 characters.

Meta descriptions

The meta description is the brief text below the title in search results. Write a concise summary (under 160 characters) that outlines your page content and incorporates relevant keywords.

Headings (H1, H2, H3, etc.)

Headings organize your content for both readers and search engines. Your H1 should be your page title and include your primary keyword. Use H2s and H3s for subheadings to add structure and include secondary keywords where appropriate.

Source

URL structure

Keep your URLs short and descriptive. For example, use “/used-cars/[city]” instead of a generic “/page123” to clearly indicate your page’s focus.

Alt text for images

Alt text helps search engines understand the content of your images. Write descriptive alt text for each image—such as “Showroom at [Car Dealer] in [City]”—and include relevant keywords.

Internal linking

Use internal links within your content to guide visitors to related pages on your website, such as car buying guides, reviews, or financing information. This not only improves navigation but also reinforces the SEO value of your content.

Source

1. Build backlinks

Backlinks are links from one website that point to another website. Search engines use the number and quality of backlinks as a ranking factor.

This is because they assume that people post links to content on other websites because they trust it and think it will be valuable for their readers. Therefore, search engines see backlinks as votes of confidence in the quality of a website or its content.  

Backlinks don’t just help with search rankings. They also:

Drive visitors directly to your website.

Increase your brand’s exposure to new audiences in your area. 

Give you a competitive advantage over dealerships that don’t invest in SEO.

Let’s take a look at some of the ways you can build links to your website.

Press links

Digital PR backlinks are a way to earn backlinks through press releases, media coverage, or interviews.

People trust media organizations because their content tends to be well-researched and relatively balanced. Therefore, links from these websites tend to have a greater impact on your rankings than those from other sites. 

Digital PR involves building relationships with local journalists. Some ways to gain coverage include:

Offer interesting content

Comment on relevant recent events

Host an event

Do something newsworthy

For example, Miami-based car sales and rental company Braman Motors has been linked to in this Florida Politics article after they donated money to a local Republican Party politician. 

Become a source on Qwoted

To establish your car dealership as a trusted source and earn valuable backlinks, consider using Qwoted, a platform connecting experts with journalists seeking insights.

It’s free and easy to set up. However, responding to requests can be time-consuming and only about one in ten will lead to a link.

How to use Qwoted for backlinks:

Sign up for a free account on Qwoted: Complete your profile with detailed information about your dealership’s expertise, such as automotive trends, vehicle maintenance tips, or insights into the car buying process.

Set your preferences: Specify the types of queries you want to receive, focusing on topics related to the automotive industry.

Monitor queries: Regularly check for media queries from journalists seeking expert opinions in your field.

Respond promptly: When a relevant query arises, provide a well-thought-out response, including your insights, credentials, and a link to your dealership’s website.

Here’s a good example of a request from NDT TV. They are looking for quotes on why it’s a good time to buy a new car. This would be an ideal request for a car dealership to respond to.

Source

Guest posting

Guest posting is the practice of writing and publishing an article on another website in your industry. 

For car dealerships, this means contributing articles to automotive blogs, local news sites, or industry publications. 

The primary benefit is that it provides a backlink to your website. Beyond building links, guest posting also:

Drives targeted traffic from interested readers directly to your site. 

Enhances your credibility as a trusted authority.

Opens opportunities for further collaborations with other industry experts. 

Attracts potential customers and generates leads. 

In the example below, a UK-based car dealership, The JCB Group, has written an article on the role of loyalty schemes in car dealerships for BestSellingCarsBlog. 

This is good because the two websites are relevant to each other and have similar audiences. Also, it allows JCB Group to display its industry expertise and talk about its own loyalty scheme.

Here’s how to do guest blogging for your automotive dealership:

Step 1: Identify guest blogging opportunities

Search for reputable automotive blogs, car review sites, and local news outlets that accept guest posts. To streamline your search, use Google search operators. 

For example, type phrases like “automotive guest post” or “write for us car dealership” to uncover websites interested in industry-related content.

Step 2: Pitch your ideas

Contact the site owner with several topic ideas that resonate with their audience. Consider local market trends, car maintenance tips, or dealership news. Ensure your pitch is tailored to the site’s focus and offers valuable insights for readers.

Step 3: Write a high-quality post

After your pitch is accepted, create a well-researched article that informs and engages readers. Include a link to your dealership’s website where it naturally fits into the content.

Step 4: Engage with readers

Once your post is live, share it on social media to help it generate traffic. Participate in the comments to answer questions and build relationships, further establishing your dealership’s expertise in the automotive field.

Post on social media

Social media backlinks don’t confer as much ranking benefit as those from blogs or media websites. But they are still worth building, especially for the:

Audience interaction

Direct traffic

Brand awareness

Share valuable content

If you’ve created valuable content for your blog, social media is a great place to share it and generate an audience. You can also create engaging posts such as behind-the-scenes videos, customer success stories, or “deal of the week” posts. 

When you post content that adds value, users are likely to share it, generating social media links that drive traffic back to your site.

Here’s a good example of a deal of the week post from Twins Auto of Dublin.

Collaborate with influencers

Reach out to local influencers and auto enthusiasts for collaborations, such as vehicle reviews or event promotions. Their endorsements and social shares provide quality links and improve your dealership’s credibility.

For example, in the post below, car parts provider Soul Performance Products and tuning service M-Engineering collaborated with automotive influencer Miami Miles. 

Host events and promotions

Organize dealership events, online contests, or giveaways. Encourage participants to share posts and tag your dealership. This not only increases engagement but also creates additional backlinks from social platforms.

For example, Hybrid Solution Diagnostics regularly gives away free car products. They share videos of winners receiving their prizes.  

Leverage hashtags and tagging

Use targeted hashtags and tag local businesses or community pages in your posts to expand your reach and improve link visibility.

Here are some examples of hashtags that you can use in your posts to ensure they are seen by relevant users:

#CarDealership

#CarSales

#NewCars

#UsedCars

#CarShopping

#AutoSales

#CarLife

#DriveYourDream

#TestDrive

#Showroom

#AutoDeals

#LuxuryCars

#BudgetCars

#LocalCars

#YourCityCars

Sponsor local events

Sponsoring local events is a practical way for your car dealership to build valuable backlinks while strengthening your community presence. 

When you sponsor events such as car shows, charity fundraisers, or local sports tournaments, your dealership’s name often appears on the event’s website, brochures, and social media pages—each typically including a link back to your site. 

These links not only boost your search engine rankings but also enhance your reputation within the community.

Building these links is relatively simple:

Find relevant events and reach out to the organizers and ask to become a sponsor. 

Make sure your sponsorship will involve a backlink.

Encourage further linking by writing about your involvement on social media, in blog posts and in press releases.  

Customer testimonials

Customer testimonials do more than build trust—they can also be a great way to earn valuable backlinks for your dealership’s website. When a satisfied customer shares their positive experience, it not only convinces potential buyers but can also lead to external websites linking back to your site, boosting your search engine rankings.

How to use customer testimonials for backlinks

• Start by reviewing feedback from recent sales, service interactions, or online reviews. Create a list of customers who have expressed satisfaction with their experience at your dealership.
• Request a brief testimonial from them. Explain that their positive story can help other customers make informed decisions. Make it easy by suggesting a few simple prompts, such as:
  • What made you choose our dealership?
  • How did our team make the car-buying process smooth?
  • What stands out about your experience with us?
• If the customer owns a blog, website, or even a social media page where they share personal stories, politely ask if they would consider including a link to your dealership’s website alongside their testimonial. Explain that this small gesture can help more local buyers find your services.
• Provide clear guidelines to the customer or offer a simple template or step-by-step instructions. 
• Feature these testimonials on a dedicated page on your website. When other sites see that your dealership values customer feedback, they’re more likely to reference and link back to you when sharing similar success stories.

Authority Builders: Helping You Generate Leads With Car Dealer SEO

A robust SEO strategy can transform your car dealership’s online presence. 

By targeting the right keywords, creating engaging content like car buying guides, videos, and model comparisons, and optimizing your website with on-page SEO techniques, your dealership can attract more local customers and stand out in a competitive market. 

Building quality backlinks further boosts your search rankings and drives valuable traffic directly to your site.

Authority Builders specializes in helping car dealers and other businesses achieve SEO success. Our comprehensive services include building local citations, content strategy, and strategic link acquisition. 

If you’re ready to accelerate your digital marketing efforts and see tangible results, book a call with Authority Builders today. 

But with millions of architects worldwide and over 69,000 architectural firms in the U.S. alone, competition is fierce.

Traditionally, architecture firms relied on word-of-mouth referrals and reputation but today, potential clients search online for architectural services. 

If your website isn’t optimized for search engines, you’re losing business to firms that are.

Search engine optimization (SEO) is the key to making sure your firm appears at the top of search engine rankings.

This guide explains SEO for architects, why it’s so important for growing your business, and actionable strategies to help your firm stand out in search engine rankings.

What is Search Engine Optimization for Architects? 

Search engine optimization (SEO) is a digital marketing strategy that improves your architecture firm’s online visibility on search engine results pages (SERPs).

If a user searches a term related to your architectural service offering, you ideally want to appear on the first page of the results:

But how do you get to the first page of Google?

When a user searches for an architect, Google scans billions of web pages to determine which ones are most relevant. 

The SEO ranking process depends on a number of factors, including:

Search engine understanding: Google analyzes the relevant keywords, your content quality, and your site’s authority to determine if your site is relevant to users.

Website authority: Google is more likely to rank trusted websites highly.

User experience: Fast-loading pages, mobile optimization, and intuitive navigation impact rankings.

Search intent: Google prioritizes results that match what the user is looking for.

The goal of a successful SEO strategy is to ensure that each of the above factors are optimized for your website to perform well in SERPs.

Now that you understand what SEO for architects is, let’s explore why it’s so important.

Why is SEO Important for Architects?

If your architecture firm’s website appears on the first page of Google, it’s 39.8% more likely to attract clicks than a firm buried on page two.

By investing in SEO, your architecture firm can:

Increase brand recognition

Most clients don’t hire an architect immediately after their first search. They browse portfolios, research different design styles, and compare firms over time.

If your firm consistently appears in search results, it reinforces your credibility and authority. Repeated exposure builds familiarity, which makes it more likely that potential clients will remember your firm when they’re ready to start their project.

Attract more website traffic

When clients search for “best residential architects near me” or “modern home design ideas”, a well-optimized website ensures that your firm appears at the top.

The higher your search rankings, the more organic traffic you receive. More traffic means more inquiries, consultations, and project opportunities.

Generate high-quality leads

Attracting the right audience is more important than just increasing traffic.

For example, an architect specializing in luxury residential design won’t benefit from students searching “how to become an architect.”

SEO ensures that your website ranks for the right keywords, so you can attract the specific homeowners, developers, and businesses in need of your expertise.

Deliver a high return on investment

Unlike paid ads, an architectural SEO strategy delivers long-term results without ongoing ad spend. Let’s break down what this could look like in real numbers.

Let’s say your architecture firm specializes in high-end residential design and is based in Texas. One of the keywords you decide to target is “architects in Texas.”

Using SEO tools like Ahrefs, Moz, or Semrush, we can see how many people search for this term each month. In this instance, the search volume is 40 per month:

If your firm reaches the #1 ranking for this keyword, you can expect to capture 28.5% of that traffic.

That means that if your website is ranked #1, approximately 28.5% of the 40 searches will click on your website. 

This is about 11 highly relevant visitors per month from this keyword alone.

Now, let’s do the math:

Conversion rate: If 3% of visitors reach out for a consultation, that’s about 0.33 inquiries per month (or 4 inquiries per year).

Project closing rate: If your firm converts 50% of those inquiries into actual projects, that means 2 new projects per year.

Return: Assuming an average project fee of $75,000, this would bring in $150,000 in additional revenue every year—all from one well-optimized keyword.

SEO Strategies for Architects to Improve Search Rankings

Ranking at the top of search results doesn’t happen by chance.

In this section, we cover the key tactics that can help your architecture firm attract more visitors, generate high-quality leads, and establish authority in your industry. 

1. Do keyword research

Keywords are the foundation of SEO. These are the words and phrases people type into Google when searching for an architect. 

Search engine algorithms analyze these words and phrases, then deliver relevant results.

For example:

“Residential architect in [city]”

“Modern home design expert”

“Best commercial architect near me”

If your website includes these terms, Google is more likely to display your firm to the right audience. But simply adding keywords isn’t enough.

You need to choose the right ones.

Keyword research tools like Google Keyword Planner, Ahrefs, and Semrush help you identify:

Search volume: How many people search for a keyword each month.

Keyword difficulty: How hard it is to rank for a keyword.

Traffic potential: How much organic traffic a keyword could generate.

Related keywords: Other SEO keywords that are connected to your primary keyword. These expand your reach by capturing variations of how users search for similar topics.

For example, let’s look at the keyword “architect” on Ahref’s Keyword Explorer:

It has a very high search volume. But, due to the vast number of firms and individuals targeting it, competition is also very high.

If you wanted to rank for this keyword, you would need enough time, resources, and backlinks to compete with well-established websites. 

High-effort keywords like this may not be the best focus for an architecture firm looking for quicker wins.

A more strategic approach is to target long-tail keywords. These are specific search phrases that have lower competition but still attract potential clients.

For example, instead of “architect,” let’s consider “residential architects near me”:

This keyword is location-specific and targeted, meaning it attracts people actively searching for architecture services in their area. 

Since fewer firms optimize for this term, it’s easier to rank for and more likely to lead to actual client inquiries.

Ahrefs also provides suggestions for keywords related to your search:

Doing keyword research helps you find keywords that balance volume, keyword ranking difficulty, and relevance.

When putting your keyword strategy together, you should focus on three types of keywords:

Informational keywords

These are used by people looking to learn more about architecture. These searches mean the user is curious, rather than immediately wanting to book a service.

In the example below, the architecture firm MD Architects has created a content piece entitled “Five Things I Learned During My Interior Design Internship”:

“Interior design internship” has a low difficulty score but a decent volume. This makes it a great long tail keyword to target in blog posts, FAQs, and engaging content.

Even if you aren’t directly selling your services, answering user questions positions your firm as an authority in the architectural industry. 

Commercial keywords

Commercial keywords are used by people actively looking for an architect and are much closer to making a hiring decision.

At this stage, they might be comparing firms, browsing portfolios, or narrowing down their options. Their search query might be something like, “best residential architects in [city]”.

These search terms should appear on the most important pages of your website, such as your homepage, service page, about page, and portfolio pages.

In the example below, Brr Architecture includes the keywords “architectural design services,” “schematic design,” and “construction administration” on their home page:

Branded Keywords

These are searches for your firm by name, often by people who have already heard of you.

Instead of searching for “best architects in New York,” they type your firm’s name directly into Google.

These searches mean people are looking specifically for you. They might be checking your portfolio, reading reviews, or trying to find your contact details. 

If you’re not ranking for your own name, a competitor might show up instead.

2. Optimize your website for user experience

If your site is slow, clunky, or hard to navigate, visitors won’t stick around. That hurts user engagement and, ultimately, business.

Google also prioritizes sites that load fast, work well on mobile, and offer clear, user-friendly experiences. Improving these areas helps with both SEO and conversions:

Pay attention to mobile optimization

More than 60% of searches happen on mobile devices, so your website has to work on any screen size. 

Google also now ranks websites based on their mobile version first. If yours isn’t optimized, you’ll struggle to compete. Here’s what to check:

Use responsive design so your site automatically adjusts to different devices.

Test your pages with Google’s Mobile-Friendly Test to spot usability issues.

Ditch intrusive pop-ups that block content on smaller screens.

Make buttons and menus easy to tap. No one likes zooming in just to click a link.

Make sure your pages load quickly

If your website is slow, visitors won’t wait. Studies show that 40% of users leave if a page takes longer than three seconds to load. 

Speed also affects rankings because Google penalizes slow sites. 

Here’s how to speed up your site:

Compress images to reduce file sizes without losing quality.

Minimize unnecessary code by removing extra JavaScript, CSS, and plugins.

Enable browser caching so returning visitors don’t have to reload everything.

Use a Content Delivery Network (CDN) to serve content faster across different locations.

Use simple, clear navigation

If visitors can’t find what they need quickly, they’ll leave. 

A straightforward menu and clear site structure help users (and search engines) understand your content.

Navigation best practices:

Too many choices overwhelm visitors, so limit menu options to 5–7 key categories.

Use clear labels (e.g., “Residential Architecture” instead of just “Services”).

Make your contact page easy to find. It should be in the menu and footer.

Focus on on-page optimization

A well-designed website won’t help your SEO if search engines can’t understand your content.

On-page SEO ensures search engines understand your content, which improves your chances of ranking higher in search results.

Tags and meta descriptions: Title tags are the clickable headlines in search engine results, and meta descriptions appear below them. They should be concise, descriptive, and include your primary keyword. 

Optimize your headings: Headings structure your content and make it easier for users and search engines to understand. The main title of your page should always be an H1 tag and should define the topic of the page. Subheadings (H2, H3, and H4 tags) break content into sections, improve readability, and help search engines index the page.

Add internal links: Internal links help search engines understand the structure of your website. Instead of using vague anchor text like “click here”, it’s better to use descriptive links that indicate what the user will find.

Image optimization: Search engines cannot interpret images directly, so renaming files with relevant keywords, such as modern-home-exterior-los-angeles.jpg, improves their ability to index your site.

3. Create quality content

Content creation should start with keyword research. 

Instead of guessing what topics will attract potential clients, use SEO tools like Ahrefs to find high-value topics that people are actively searching for.

Start by entering a broad topic into Ahrefs’ Keywords Explorer. This will generate a list of related search terms:

Once you know which keywords potential clients are searching for, you can start creating content that answers their questions.

4 types of content that work for architects

Educational blog posts: Blogs are one of the best ways to attract traffic to architectural websites. Potential clients often start their journey with research, so providing information builds trust.

Case studies: Prospective clients want to see real examples of your work before making a decision. Case studies take this further by explaining the client’s challenge, your design approach, and the final outcome.

Industry insights: Publishing insights on trends and innovations can help establish your firm as an industry leader. 

FAQ pages: Many clients have the same questions about working with an architect. Creating an FAQ page helps answer these upfront and improves your SEO.

Once you’ve done thorough keyword research and identified content ideas, remember to optimize your content to ensure it ranks well in search results:

1⃣ Use keywords naturally: Place them in the title, headings, and throughout the content without keyword stuffing.

2⃣ Structure with headings: Use H1 for the main title, H2 for sections, and H3 for subtopics to make content scannable.

3⃣ Write in a clear style: Write in a way that prospective clients can easily understand and avoid industry jargon.

4⃣ Add internal links: Link to relevant service pages, blog posts, and portfolio pages to keep website visitors engaged.

5⃣ Include calls-to-action (CTAs): End each post with an action step, such as “Schedule a Free Consultation” or “View Our Recent Projects.”

6⃣ Optimize meta tags: Ensure each page has a meta title and description. Meta tags help search engines understand what your page is about and improve click-through rates from search results.

4. Focus on local SEO for architects

Instead of competing on a national scale, optimizing your local SEO helps you target an audience of homeowners, developers, and businesses searching for architects in your region.

If someone searches “residential architect near me” or “commercial architects in [city]”, your firm will show up in search results, Google Maps, and local directories.

Here’s why it’s a non-negotiable type of SEO for architects: 

Most architecture clients are local. Homeowners and businesses typically hire architects within their area. When they search online, you want to be the first firm they find.

Google favors local businesses. Nearly 46% of Google searches have local intent, and searches including “near me” have skyrocketed in recent years.

People trust businesses with strong local visibility. Having a Google Business Profile with reviews from satisfied clients makes your firm look credible and established.

Competing with national firms is tough. Instead of trying to rank for broad terms, local SEO helps you rank for targeted searches that are more likely to bring real clients.

Now, let’s break down how to optimize your local SEO strategy.

Optimize your Google Business Profile

Google Business Profile is a free tool that helps your architecture firm appear in Google rankings and Google Maps. 

It allows you to manage how your business appears when people search for architects in your area. Here’s what it looks like:

Here’s how to optimize your Google Business Profile to appear in relevant local searches:

Complete your profile: Fill in your business name, address, phone number, website, and services. Choose a primary category and add subcategories like Residential Architect, Commercial Architect, Interior Architecture.

Use high-quality images: Upload photos of your office, portfolio projects, and team. Google notes that listings with images get 42% more requests for directions and 35% more clicks.

Ask for Google Reviews: Encourage satisfied clients to leave a Google review about their experience working with you. Positive reviews improve rankings and build your firm’s online reputation.

Add service areas: If you serve multiple locations, list them in your profile to ensure you appear in local search rankings.

Target local keywords

Targeting local keywords is one of the most effective ways to increase your website’s visibility and attract high-quality leads.

Unlike broad, competitive keywords like “architect” or “architectural services,” these keywords focus on specific locations. This makes it easier for potential clients in your area to find you.

When someone searches for “residential architect in [city]” or “commercial architects near me,” they have a clear intent: they’re looking for an architect right now in their area. 

If your website is optimized for local searches, you’re more likely to appear at the top of search results.

5. Build high-quality backlinks

Link building is one of the most effective SEO strategies for improving search engine rankings

Backlinks (links from other websites pointing to yours) act as votes of confidence that tell search engines that your site is reputable and valuable.

Here’s how to build high-value backlinks that enhance your website’s visibility in search results.

Get featured in architecture blogs

One of the best ways to earn backlinks is to get published on respected architecture websites. These sites attract homeowners, developers, and other professionals actively looking for design expertise.

To find them, use search terms like:

• “guest post + architecture”
• “write for us + architecture”
• “best architecture blogs”

Once you have a list of architectural websites and blogs you want to focus your link building efforts on, reach out with a content idea that’s relevant to their audience.

List your firm in architectural industry directories

Online directories and local business listings help clients find you while also improving your website’s authority. 

Some of the best directories for architects include:

• Houzz
• Architizer
• Dezeen Directory
• Better Business Bureau

Create link-worthy content

One of the most effective link building strategies for architects is to publish high-quality content that other websites naturally want to reference and link to. 

When your content is valuable, authoritative, and relevant to your industry, architecture blogs, home improvement sites, and real estate platforms are more likely to use it as a resource.

For example, The Up Studio has an entire Resources page that includes a range of tools, including calculators, quizzes, timeline estimators, and glossaries:

Content types for architectural services websites can include:

Architectural trend reports

Case studies on past projects

Interactive tools 

Infographics

Earn digital PR backlinks

News sites and respected architecture platforms have high domain authority, so a single backlink from them can improve your ranking in search engine results.

But these links don’t just appear out of nowhere. You need a plan to get on the radar of journalists, bloggers, and editors.

Here’s how:

Showcase your best projects on architecture publications, design blogs, and even local news outlets.

Publish industry insights and research in an easily digestible and media-friendly way. Think short summaries, key takeaways, and shareable stats.

Weigh in on architecture trends by staying active on LinkedIn and responding to journalist requests.

Use media request platforms like Qwoted or Cision. Responding to queries from journalists can land you links in top-tier publications.

Focus on high-quality links from reputable websites Not all backlinks are created equal.  High-quality backlinks from authoritative websites (such as architecture blogs, industry publications, and online directories) carry more weight than random links from low-quality websites. Low-quality links can harm your reputation, so it’s best to avoid them altogether.

6. Utilize Google Search Console

A well-optimized website doesn’t mean much if you’re not tracking your SEO performance. 

To understand what’s working and what needs improvement, you need real data.

That’s where Google Search Console and Google Analytics come in. 

These tools allow you to track key metrics, measure the impact of your SEO efforts, and adjust your strategy to improve your results.

These tools help you answer questions like:

Are people finding your website through search?

Which pages are driving the most organic traffic?

Which search queries are leading visitors to your site?

Are users staying on your site or leaving quickly (bounce rate)?

Are there technical issues preventing Google from ranking your pages?

By tracking these metrics, you can spot trends, fix weak spots, and double down on what’s working.

Ready to Master SEO for Architects?

Your architecture firm’s online visibility is just as important as your design portfolio. 

Potential clients are searching for architects, and if your website isn’t optimized, they’ll find someone else. SEO for architects is essential for increasing your online visibility, attracting leads, and staying ahead in a competitive industry.

But architectural SEO isn’t just about stuffing keywords onto your site. It requires a strategic approach from an SEO specialist.

From mobile optimization and content creation to link building, every element plays a role in improving your rankings and bringing in high-quality traffic.

As a world-class SEO agency, we specialize in:

Link building

Content creation

Guest post writing and placement

Digital PR

And more!

With a tailored digital marketing strategy, your firm can rank higher, generate more leads, and establish itself as a top player in the industry.

Ready to grow your business? Book a call today and let’s build an SEO strategy that delivers real results.

If you want to beat third-party food delivery apps, boost your rankings, and get more foot traffic, you need to optimize your website.

However, restaurant SEO can be tricky. Mastering all the techniques that help you rank can be time-consuming and resource-intensive, especially if you don’t have prior experience.

The good news is that there are some SEO basics that you can implement to get your website optimized quickly.

In this guide, we’ll take you through the basics of SEO for restaurants and how you can get your website ranking in those top search results.

What Is Restaurant Search Engine Optimization (SEO)?

SEO is the practice of optimizing a website so that it ranks higher in search engine results pages (SERPs).

Over 90% of diners conduct online searches before choosing a restaurant, highlighting how important it is for you to maintain an online presence.

For restaurants, SEO is about improving visibility in Google and other search engines when potential customers look for places to eat.

This involves optimizing your restaurant website and other online content to ensure that your establishment appears in search results when people type in relevant keywords. These keywords could be: “best pizza near me,” “restaurants with vegan options,” or “places to eat in [city].”

SEO increases the likelihood that potential customers will visit your website, make an online reservation, place a takeout order, or physically visit your restaurant.

When a user searches for a restaurant, Google scans a massive number of websites to determine which ones are most relevant to what you’re looking for. 

How you rank in search results depends on several factors:

1. Relevance: Google evaluates the keywords used throughout your site, the quality and depth of your content, and the overall authority of your website. 
2. Website trustworthiness and authority: Websites considered authoritative by Google tend to rank higher in search results. Google determines a site’s authority through various factors, including the quality of external links—known as backlinks—pointing to your site. A site with many reputable backlinks is more likely to be seen as an expert in its field.
3. User experience (UX): Key factors such as fast page load times, mobile responsiveness, and easy-to-navigate site structures are essential for a positive UX and are critical in how well your website ranks.
4. Matching search intent: Google aims to deliver the most relevant search results based on a user’s intent. For example, in an informational search, the user seeks general information or answers to questions. In a commercial search, the user is actively looking for a service or product and is closer to making a decision.

Below is an example of a restaurant website that has gotten SEO right and ranks well in the SERP for our query:

Source

Why Do Restaurants Need SEO?

Now that you know what SEO is, let’s look at why it’s crucial for restaurants:

Online discovery

The way people discover and choose where to eat has changed significantly. Over 62% of restaurant customers now use Google to search for a place to eat. They also use online directories such as Yelp, TripAdvisor, and social media to find the best restaurants nearby. 

Below is an example of how a TripAdvisor page displays in the top search results for a query:

Source

Local SEO and driving foot traffic

Local SEO is a specialized type of SEO that focuses on optimizing a restaurant’s online presence for local searches, like “best pizza restaurant near me”. 46% of all Google searches are local or location-based.

Additionally, for the average business, nearly 25% of website traffic comes from local searches.

This means making sure you appear in Google’s Local Pack—the group of the top three local businesses displayed for relevant searches.

Here’s an example of what Google’s Local Pack looks like:

Source

Competing with third-party delivery apps

In 2024, Uber Eats controlled 23% of the online food delivery market in the U.S. Third-party delivery services have transformed the restaurant industry, often ranking highly in search results. 

SEO helps your restaurant compete with these apps by driving more direct orders through your website instead of relying on these third-party platforms.

High return on investment (ROI)

Unlike paid advertising, an effective SEO strategy for a restaurant provides sustainable, long-term benefits without continuous ad spend. 

A high-quality SEO campaign can achieve an average ROI of up to 748%. That means that for every dollar invested in SEO, businesses can see a return of $7.48.

Online reservations and table bookings

Many customers prefer to book tables online instead of calling you. By optimizing for the right keywords, you can appear in the searches that lead directly to online bookings.

Gaining a competitive edge

As you know, the restaurant industry is highly competitive, especially in major cities where multiple restaurants offer similar food. SEO allows you to differentiate yourself and rank above competitors in search results.

SEO Basics: Here’s What Restaurant Owners Should Know

Now that you know more about how SEO is vital for your restaurant, let’s go over some basics you need to get it right:

How Google ranks restaurants in the SERPs

When potential customers search for restaurants on Google, the search engine uses a complex algorithm to determine which businesses appear at the top of the results.

As mentioned above, Google evaluates multiple factors, but for restaurants, there are four key elements that play a crucial role:

1. E-E-A-T

Google’s Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) framework helps determine whether a restaurant’s website is trustworthy and valuable to users.

Let’s unpack E-E-A-T for restaurants in more detail:

Experience: Google considers first-hand knowledge of your restaurant’s offerings. User-generated content, such as customer reviews, photos, and testimonials, helps validate this.

Expertise: Well-optimized website content highlighting menu details, chef credentials, and blog content about food trends or local dining experiences can boost a restaurant’s perceived expertise.

New York Italian restaurant Osteria Barocca has an authoritative blog where their chef discusses food trends and showcases culinary expertise:

Source

Authoritativeness: Strong backlinks from reputable food blogs, restaurant directories, and news sites indicate that your establishment is widely recognized and respected.

The restaurants that appear on this page on Condé Nast Traveler, which is a highly authoritative website, get high-authority backlinks to their sites:

Source

Trustworthiness: Positive Google reviews, accurate business information, and secure website features build trust with both customers and search engines.

1. Relevance

As mentioned earlier, Google ranks restaurants based on how well their content matches what people are searching for. This is why keyword optimization is essential for restaurant SEO.

A well-optimized website with relevant keywords helps Google understand what your restaurant offers. 

2. Distance

Local SEO relies on proximity, meaning restaurants closer to the searcher’s location are more likely to rank higher. 

3. Prominence

Google measures a restaurant’s prominence by analyzing its online presence, reputation, and engagement across multiple platforms.

Keyword research for restaurants

Keyword research is the foundation of a successful restaurant SEO strategy. Although Google updates its search algorithm 500 to 600 times yearly, keywords are still a highly important ranking factor.

It helps restaurant owners and marketers understand exactly what potential customers are searching for online and how to optimize their website content to appear in search results.

Here’s why keyword research is so vital for restaurants:

Increases online visibility: When a restaurant’s website is optimized with the right keywords, it’s more likely to appear at the top of search results.

Attracts the right customers: By targeting specific keywords related to food, location, and dining preferences, you can ensure you attract customers who are actively looking for their type of food or dining experience. This means more qualified traffic and increasing reservations, takeout orders, and walk-ins.

Improves local SEO: Many restaurant searches include location-based terms, and optimizing for local keywords can help you rank in Google’s Local Pack. This increases your visibility on Google Maps and attracts more nearby customers.

Below are three types of keywords that match what potential customers are searching for:

High-intent keywords

High-intent keywords are used by people actively looking for a place to eat. These searchers are the most valuable because they have a strong intent to take action.

Examples of high-intent keywords include:

“Best sushi restaurant in Los Angeles”

“Authentic Thai food in Chicago”

“Vegan restaurant in [city]”

In the example below, a restaurant called Yamashiro has optimized for the keyword “Best sushi restaurant in Los Angeles”, which has a traffic potential of 4,900:

Source

Informational keywords

Informational keywords are used by searchers looking for guidance, tips, or recommendations rather than immediately deciding where to eat. These keywords are great for blog content, FAQs, and educational resources that can drive long-term organic traffic to a restaurant website.

Some examples of informational keywords are:

“How to find the best seafood restaurants in [city]”

“What makes a great Italian restaurant?”

“Where to eat gluten-free in San Francisco”

“Is farm-to-table dining worth it?”

A restaurant called Senza Gluten has optimized for the keyword “how to find gluten-free restaurants,” which has a decent search volume:

Source

Branded searches

Branded searches are queries that include a restaurant name, meaning the searcher is already aware of your establishment and is looking for specific details like the menu, hours, or reviews.

Examples of branded searches include:

“[Restaurant Name] menu”

“[Restaurant Name] hours”

The restaurant we mentioned in our example above, Osteria Barocca, is ranking for its brand name as the first search result on Google:

Source

How keyword research works

Keyword research tools like Google Keyword Planner, Ahrefs, and Semrush help you identify metrics such as:

Search volume: The number of times a keyword is searched for in a month.

Keyword difficulty (KD): The level of competition and effort required to rank for a specific keyword.

Traffic potential: The estimated number of organic visitors a keyword could bring to your site.

Related keywords: Additional relevant terms related to your primary keyword that help capture variations in searches and expand visibility.

For example, let’s look at the keyword “Chinese restaurant” on Ahrefs’s Keyword Explorer. As you can see, it has a very high search volume and competition:

Source

Let’s say your restaurant specializes in wood-fired pizza, and you’re based in New York. A good keyword to target would be “wood fired pizza new”. This is great for local SEO and is a high-intent keyword, meaning the people searching for it are actively looking for a restaurant like yours.

As you can see on Ahrefs, the keyword has a relatively low KD and decent traffic potential, making it worth targeting:

Source

On-page SEO: Optimizing your website for search visibility

On-page SEO should be a crucial part of your strategy. It involves optimizing individual pages on your website to help search engines understand your content and achieve better search rankings.

Below are some key on-page optimization tasks to improve your visibility and attract more diners:

Title tags and meta descriptions

Title tags and meta descriptions are the first things potential customers see when your restaurant appears in search results. 

These elements should include important keywords like your restaurant’s name, type of cuisine, and location to increase visibility.

Below, you can see the title tag for Osteria Barocca on Google:

Source

And here is the restaurant’s keyword-optimized meta description:

Source

Optimizing menus

Many restaurants make the mistake of only uploading their menus as downloadable PDFs, which search engines can’t easily read or index. 

To improve SEO and the user experience, your menu should be text-based and fully integrated into your website.

This helps Google index dish names so that they appear in searches. It also improves accessibility for mobile users and those using screen readers. 

You should list menu items as plain text on a dedicated menu page like Osteria Barocca has on its website:

Source

Image SEO

Recent data suggests that images rank above text results for around one-third of search queries on Google.

High-quality images of your dishes, restaurant interior, and ambiance can make your website more appealing, but they must also be optimized for SEO.

You should add alt text to images, which helps Google understand them, improving your search rankings. 

Ensure you use alt text that describes the image for search engines and visually impaired readers. An example could be: “Wood-fired Neapolitan pizza with fresh basil.”

Technical SEO: Making your website fast and mobile-friendly

Technical SEO refers to the behind-the-scenes optimizations that improve your website’s performance, structure, and usability. This helps search engines rank a site more effectively.

Here are some factors to be aware of:

Mobile optimization

89% of patrons use their phones to research before going to a restaurant, especially when they’re on the go or deciding where to eat at the last minute. 

Google also uses mobile-first indexing, meaning it ranks websites based on how well they perform on mobile devices.

Additionally, restaurants with mobile-friendly websites are twice as likely to see sales increase compared to those without one.

Page speed

A slow website can cost your restaurant customers. 40% of consumers will abandon a website if it takes longer than three seconds to load.

Google also considers page speed a ranking factor, meaning that faster websites perform better in search results. Over 70% of websites have slow pages; you need to ensure yours isn’t one of these.

Structured data (schema markup)

Structured data, also known as schema markup, is a special type of code that helps Google understand your website content better.

For restaurants, structured data can make search listings more informative and eye-catching, leading to more clicks.

Schema markup helps Google display rich snippets in search results, such as star ratings, hours, menus, and reservations. It also improves visibility for local SEO, increasing foot traffic.

In the example below, you can see how this restaurant’s different menus are displayed in search results:

Source

Secure site (HTTPS)

Security is a major ranking factor, and Google favors HTTPS-encrypted websites over unprotected HTTP sites. Additionally, over 40% of users look for HTTPS before sharing their personal information.

HTTPS (HyperText Transfer Protocol Secure) is a secure way to transfer data between a website and a user’s browser.

If a website has HTTPS, you’ll see this in your search bar:

Source

Over 80% of websites have HTTP to HTTPS redirect issues, so getting this right will give you a competitive advantage. 

Linkbuilding

Link building is acquiring links from other websites that point to your own. These links, known as backlinks, act as endorsements, signaling to Google that your restaurant’s website is trustworthy and authoritative.

For example, if a local food blog links to your website in an article, it tells search engines that your restaurant is credible and worth ranking higher in search results.

Strong link building helps:

Boost search rankings: The more authoritative backlinks your site has, the higher it can rank for competitive keywords like “best pizza in [city].”

Increase website traffic: Links from popular sites drive direct referral traffic to your website, bringing in new potential customers.

Enhance credibility: If respected sources, such as food bloggers, local media, or restaurant directories, link to your website, it improves your reputation and builds trust with potential diners.

There are several ways restaurants can build high-quality backlinks, including:

Getting featured in local blogs and food guides: Reach out to local bloggers, influencers, and food critics to see if they’d like to review your restaurant and include it in a roundup-type article.

Submitting your restaurant to online directories: List your restaurant on high-authority sites like Yelp, TripAdvisor, and Zomato. These platforms improve local SEO and provide valuable backlinks to your website.

Partnering with local businesses: Collaborate with local food suppliers, breweries, or events venues and request that they link to your restaurant on their websites. Cross-promotions help both businesses gain exposure and backlinks.

Sponsoring or participating in local events: Many charity events, food festivals, and community initiatives list their sponsors and partners on their websites. Your restaurant can earn backlinks from event websites and local media coverage by sponsoring or participating.

Leveraging social media and public relations (PR): Engage with food journalists, influencers, and local news sites. If they feature your restaurant, they may include a link to your website in their coverage.

A restaurant called Cadence has been featured in a high-authority travel blog, earning it a high-quality backlink:

Source

6 SEO Strategies for Restaurants to Improve Your Rankings

Below are some SEO strategies to help you elevate your website and improve your chances of ranking well in search results:

1. Optimize your Google My Business profile

As mentioned earlier, a Google Business Profile is a free tool that enables restaurants to manage their online presence on Google Search and Maps. 

On average, restaurants get seven times more views on their Google Business Profile than on their website.

When customers search for specific keywords that relate to your restaurant, Google uses business profile lists to provide relevant results.

Below is an example of a Google Business Profile that comes up when we search the keyword “best sushi near me”:

Source

Below are the steps to take to optimize your Business Profile for maximum visibility. Note that Google favors detailed and accurate listings, so make sure you fill out every section of your profile, including:

Business name: Use your exact restaurant name and avoid extra keywords.

Category: Choose the most relevant category, like Mexican Restaurant or Vegan Cafe.

Address and location: Ensure your location is correctly pinned on Google Maps.

Phone number: Use a local phone number that customers can call easily.

Business hours: Keep your house up to date, including holiday and seasonal schedules.

Website link: Direct visitors to your official website, especially an online menu or booking page.

Menu link: Add a direct menu link so users can browse your dishes easily.

Add photos: Use high-quality images to showcase your dishes, drinks, ambiance, and restaurant interior.

Answer the Q&A section: Customers can ask questions directly on your listings. You should proactively monitor and answer these inquiries. Below is an example of how a sushi restaurant is proactively answering questions on its business profile:

Source

Here is a good example of a Google Business Profile that includes detailed and accurate information and great visuals:

Source

Source

2. Focus on local SEO and citations

Over 40% of local SEO campaigns achieve a 500% or better ROI.

Ensuring your restaurant is listed on high-authority directories can improve your local search rankings, boost your backlink profile, and attract more dine-in guests, orders, and reservations.

List your restaurant on major directories

Ensure your restaurant is listed on popular directories and review sites to strengthen your SEO.

Here’s an example of a Yelp citation with detailed and accurate information for a sushi bar in Los Angeles:

Source

NAP consistency 

Maintaining name, address, and phone number (NAP) consistency across all directories and platforms is essential. This is because Google relies on NAP information to verify a restaurant’s legitimacy.

Optimize location pages

If your restaurant has multiple locations, each one should have its own dedicated page optimized for local SEO. 

This helps Google rank each location separately, making it easier for customers to find their nearest restaurant.

Below is an example of how Applebee’s separates its location pages:

Source

3. Encourage and manage online reviews

Online reviews are one of the most critical factors in local SEO rankings. And 88% of consumers trust online reviews as much as personal recommendations.

Google prioritizes restaurants with high ratings and frequent reviews, making them more likely to appear in Google’s Local Pack and Maps results.

Additionally, restaurants with a four-star rating on popular review sites can expect a 10% to 20% increase in business.

Below is a positive Google review for a sushi restaurant in Buckhead that creates a positive reputation for the brand and enhances its local SEO:

Source

4. Leverage content marketing with blogging

Content marketing is one of the most effective ways to attract new customers, build authority, and improve your restaurant’s search engine rankings. Over 60% of marketers say that content marketing has helped them build trust and loyalty with customers.

By creating high-quality blog content, you can engage potential diners, answer their questions, and increase your visibility in SERPs.

When you write, you should focus on topics people actively search for and those that align with your restaurant’s expertise. 

In the example below, Italian restaurant Carmine’s shares a blog post titled “10 Over-the-Top Ice Cream Treats to Eat Now,” which helps capture search queries and improves its visibility:

Source

Osteria Barocca has written a blog post titled “Top Dishes to Try for an Authentic Italian Dining Experience in NYC,” increasing the restaurant’s visibility among diners searching for food spots nearby:

Source

1. Use social media to boost SEO

Social media platforms like Instagram, Facebook, and TikTok play a significant role in increasing your visibility and attracting new customers. Over 90% of consumers expect restaurants to have social media and interact with them.

Additionally, social media is the second most trusted source of information for people deciding where to eat.

Being active on these networks gets you backlinks, drives traffic to your website, increases brand awareness, and boosts your local search presence.

Since food is highly visual, these platforms are perfect for showcasing dishes, ambiance, and behind-the-scenes content, enticing customers to visit your restaurant.

This restaurant posts excellent visuals on Instagram that include its dishes and atmosphere:

Source

6. Track SEO performance and make improvements

SEO isn’t a one-time effort. It requires continuous monitoring and optimization to ensure your restaurant remains visible in search results and attracts more customers.

By tracking key performance metrics, you can see what’s working, identify areas for improvement, and refine your SEO strategy over time.

Google Analytics is a powerful tool that provides insights into how people find and interact with your website. 

Below are some key metrics to track:

Total website traffic: How many people visit your site.

Traffic sources: Where your visitors come from, such as Google search, social media, or directories.

Bounce rate: How many visitors leave your site without interacting.

Conversion rate: How many users book a table, place an order, or call your restaurant.

If you notice that certain pages aren’t converting well, consider improving them with better CTAs, optimized menu descriptions, or clearer booking options.

Google Search Console is another essential tool that helps you understand which keywords bring traffic to your website. It provides data on search queries, click-through rates (CTR), and how well your site ranks on Google.

Here’s how you can use Google Search Console for restaurant SEO:

Check keyword rankings: See which terms bring people to your site. If you notice that specific keywords are performing well, optimizing your pages further with those terms helps maintain and improve rankings.

Identify high-performing pages: These are insights into which pages receive the most clicks and impressions in search results. If your menu page performs well, ensure it remains updated and optimized.

Find indexing issues: If Google can’t properly crawl and index your site, your pages won’t appear in search results. Google Search Console can check for crawl errors, missing pages, or improperly indexed content.

Create Long-Term Restaurant SEO Success

Investing in SEO is one of the best ways to beat third-party delivery apps, attract more diners, increase online orders, and grow your restaurant’s reputation. 

By optimizing your website, leveraging local SEO, and managing your online presence, you can outrank competitors and drive more foot traffic and reservations.

However, SEO takes time and expertise. If you want to see big results without the hassle, let Authority Builders help.

Our team specializes in high-quality link building and proven SEO strategies to improve your rankings and bring more customers to your restaurant.

If you’re ready to master your SEO, book a call with us today, and let us build a strategy that drives massive results.

However, many nonprofits lack the budget or resources to invest in SEO. 

Instead, SEO often becomes the responsibility of busy marketing managers. This makes it challenging to compete for online visibility.

That’s why we created this guide. Whether you’re a marketer, director, or volunteer, this step-by-step guide will show you how to optimize your website, improve rankings, and attract more supporters without a big budget. 

What is SEO for Nonprofits?

Search Engine Optimization (SEO) is the process of improving a website’s visibility in search engines like Google. 

The goal is to rank higher for relevant search terms so that more people can find, engage with, and support your non-profit—whether by donating, volunteering, or spreading awareness.

For nonprofits, SEO is essential because most supporters start their journey online. If your organization doesn’t show up in search results, you’re missing out on potential donors and advocates.

How do search engines work?

Search engines like Google use automated programs (called crawlers) to scan websites. They analyze content, structure, and links to determine how relevant and trustworthy a page is.

When a user types something into a search engine—known as a search term or keyword—it needs to decide which web pages to show them and in what order.

For example, here’s what came up when we typed “how to help homeless people”

Google chose which pages to rank in these results based on factors such as:

• Relevance: Does the content match what the user is searching for?
• Authority: Do other websites link to and trust your site?
• User experience: Is your site fast, mobile-friendly, and easy to navigate?

The more your site matches Google’s ranking factors, the higher it will appear in search results. And the higher your site ranks, the more likely people are to find and engage with your cause.

Why SEO is different for nonprofits

SEO for businesses typically focuses on selling products, but nonprofits have different goals. 

Your audience may be looking to donate, volunteer, or learn about a cause, and search intent plays a huge role in how you optimize your content.

Here’s how nonprofit SEO differs:

• More informational searches: People search for things like “how to help refugees” rather than “buy refugee aid kit.”
• Donation-driven keywords: Optimizing for terms like “best charities for wildlife conservation” can bring in new donors.
• Local and cause-based search: Many nonprofits rely on local engagement (“food bank near me”).

By understanding these differences, nonprofits can tailor their SEO strategy to attract the right people without spending a fortune on ads.

SEO for Nonprofits: 7 Steps to Success

SEO involves a whole range of factors. We’ve summarised some of the most important factors below, with the most critical steps first.

It’s worth noting that some areas can get complex very quickly (like technical SEO). If you find yourself getting confused or want to know more, then check out our blog for more detailed guides or get in touch with an expert.

1. Set up your local SEO

If your nonprofit serves a specific community, local SEO is essential. 

Many people search for nearby causes to support, whether it’s donating to a food bank, volunteering at an animal shelter, or finding a charity event. 

By optimizing for local search, you can connect with supporters in your area and attract more service users, donations, and volunteers.

When you search for local services on Google, you see different results than you normally would. 

For example, here’s what comes up if we type “animal rescue service Spokane”.

As you can see, Google brings up three main areas:

• Links to online business directories.
• A Google Maps pane with relevant organizations plotted onto it.
• Three relevant local results, along with some useful links. 

These results together are known as the “Map Pack”. Appearing here is crucial to improving your local SEO.

Set up and optimize your Google Business Profile

A Google Business Profile (GBP) is one of the most powerful free tools for local SEO. It helps your nonprofit appear in Google Maps and local search results when people look for related causes.

Steps to optimize your GBP:

• Claim your listing at google.com/business.

• Ensure accurate details: Your name, address, and phone number (NAP) should match exactly across your website and directories.
• Choose the right categories: Select the most relevant nonprofit category (e.g., “food bank,” “animal rescue service”).

• Add high-quality images: Showcase your work, volunteers, and events. This helps your business appear more relevant and trustworthy to both Google and potential supporters.

Source

• Encourage reviews: Ask donors and volunteers to leave positive reviews—Google prioritizes businesses with strong ratings.

Get listed in local directories and nonprofit databases

Google trusts websites that are linked from reputable directories. Getting listed in local and non-profit-specific directories can boost your visibility.

Here are some free directories worth submitting to:

• GreatNonprofits 
• Charity Navigator 
• GuideStar 
• Local chamber of commerce websites
• City and county resource lists

You can also list your organization on popular business directories like Yelp and Yellow Pages. 

Each directory listing acts as a backlink, which improves your SEO while helping supporters find you, more on this later.

NAP consistency: Why it matters

Your Name, Address, and Phone number (NAP) must be consistent across all listings. If your details vary (e.g., using “Street” vs. “St.” in different places), Google may not recognize them as the same organization, which can hurt your rankings.

2.Perform keyword research

You can ensure your audience finds your organization by targeting keywords. A well-chosen keyword helps attract the right audience—whether that’s potential donors, volunteers, or advocates—without wasting time on searches that won’t convert.

Not all keywords are worth targeting. A good keyword should meet three key criteria:

• Relevance: It aligns with your non-profit’s mission and what your audience is searching for. If a keyword doesn’t match your cause, it won’t bring the right supporters.
• Search volume: How many people search for the term each month. The higher the number, the more traffic you could attract.
• Low competition: It’s not dominated by large organizations, making it easier to rank for. Non-profits with limited SEO resources should avoid competing for highly competitive keywords.

For example, “climate change” is too broad and highly competitive. But “how to reduce your carbon footprint” is longer, more specific, and relevant. These types of keywords are known as long-tail keywords and they are often easier to rank for.

You can check how much search volume a search term gets or how competitive it is using free tools like Ubersuggest. 

As you can see below, “climate change” gets 110,000 monthly searches, but it’s also very competitive, scoring 82/100.

“How to reduce your carbon footprint” on the other hand has a much lower search volume, but is easier to rank for. This means it could be a better keyword to target.

More free keyword research tools

Non-profits don’t need expensive SEO tools to find effective keywords. Here are some other free SEO tools that you might find useful:

• Google autocomplete: Start typing a keyword related to your cause in Google’s search bar, and see what suggestions appear. Google is suggesting users type these keywords, so it’s likely they get at least some traffic.

• People Also Ask: Scroll down to the “People Also Ask” section to find common related questions. These results are based on real user searches, making them highly relevant.

• Google Keyword Planner (free with a Google Ads account): Enter a keyword and get search volume data, competition levels, and related terms. Look for keywords with decent traffic but low competition.
• Google Search Console (great for tracking existing traffic): This tool shows which keywords already bring visitors to your site. You can identify underperforming keywords and optimize those pages further.
• AnswerThePublic (limited free searches): Generates keyword ideas based on questions people ask online. Great for finding blog topics that attract informational searchers.

Understanding search intent

Search intent refers to the reason behind a user’s search query—whether they are looking for information, trying to complete a transaction, or searching for a specific website. 

Understanding search intent helps non-profits create content that aligns with what users are actually looking for, improving their chances of ranking in search results.

The best keywords for non-profits often fall into four categories:

• Donation-focused keywords: “Best animal charities to donate to”
• Volunteer-focused keywords: “Where can I volunteer for disaster relief”
• Cause-specific searches: “How to support refugee families”
• Informational: “How many people are homeless in Washington”

If someone uses a donation-focused keyword, you’ll aim to show them a page that makes it easy to donate. If someone asks an informational or cause-specific question, then you might provide them with stats or guidance.

At the end of this stage, you should have a long list of keywords, covering different search intent, that are prioritized by high traffic and low difficulty.

The next step is to put those keywords to work. 

3. Optimize your on-page SEO

To rank in search results, you need to optimize your website so Google understands what your pages are about. 

The main way to do this is by adding keywords to parts of your page that Google considers when choosing what to rank. 

This is known as on-page SEO and it ensures that your content is structured in a way that makes it easy for both search engines and visitors to engage with your site.

Here are the key areas to focus on:

Title tags

Your title tag is the clickable headline in search results. 

A well-optimized title:

• Includes your main keyword and helps Google understand the topic.
• Encourages users to click on the link. 
• Fits within 50-60 characters.

Meta descriptions

A meta description is the short text below your title tag in search results. While it doesn’t directly impact rankings, it influences click-through rates.

Best practices for meta descriptions:

• Keep it under 155 characters.
• Use action-oriented language (“Learn how you can help…”).
• Include your target keyword naturally.

Headers

Your website’s content management system will have hierarchy for headings. For example, the main header will be referred to as H1, while subtitles will be H2s, H3s and H4s. These help structure your content, making it easier for search engines and readers to navigate.

Source

How to use headers effectively:

• Use only one H1 per page (this is usually your page title).
• Break content into sections using H2s.
• Use H3s and H4s for subpoints to improve organization.
• Ensure your main keyword is used in the H1 and at least one H2.

Content optimization

Every page on your website should:

• Naturally include keywords: Avoid keyword stuffing—write for humans first.
• Be clear and engaging: Address the needs of donors, volunteers, or advocates.
• Have a strong CTA (call to action): Guide users to donate, sign up, or learn more.

Internal linking: Connecting key pages

Internal links are hyperlinks to other pages on your website; they are often underlined and highlighted in a different color. Google uses them to understand site structure. 

Source

Use them to:

• Guide users to key pages: Link from blog posts to your donation or volunteer page.
• Distribute page authority: Help important pages rank by linking to them frequently.

For example, if you publish a blog about “How to Help Stray Dogs in Your Community,” you should link to your adoption or donation page.

4. Start content marketing

Regularly publishing valuable content that search engines want to show to users is a key part of SEO. 

Google prioritizes fresh, informative, and engaging content that answers real questions. That’s why content marketing is a powerful long-term SEO strategy for non-profits. 

By creating helpful blog posts, stories, and resources, you can attract more visitors, keep them engaged longer, and increase your chances of ranking higher in search results.

Here’s how to create content that works for your non-profit:

Not all content is equal because Google prioritizes useful, well-structured pages. Your content should:

• Answer common questions: What do potential donors and volunteers want to know?
• Target relevant keywords: Use the terms you found in your keyword research.
• Format for readability: Use short paragraphs, bullet points, and subheadings.
• Include calls to action (CTAs): Encourage users to donate, volunteer, or share.

Best content topics for non-profits:

To drive traffic and engagement, focus on high-impact content such as:

• Impact stories: Highlight how donations or volunteers make a difference. For example, the National Parks Service publishes articles on the work of its volunteers, like the one below.

• Behind-the-scenes insights: Share updates on projects, campaigns, or daily operations. In the example below, the UK Centre for Sustainable Energy explains some of the research it has recently carried out. 

• How-to guides and educational content: Explain important topics related to your mission “How to Support Refugee Families in Crisis”. In this guide, the International Rescue Committee suggests different ways that people can support refugees.

• Lists and resources: Offer valuable, shareable content “10 Ways to Help End Hunger in Your Community”. In fact, the New Jersey Foodbank has written an article on this subject.

Storytelling and emotional connection

People support non-profits because they care about the cause. Storytelling helps create an emotional connection that motivates action.

• Use real stories: Showcase individuals or communities impacted by your work.
• Incorporate visuals: Photos and videos make stories more powerful.
• Write like you speak: A conversational, heartfelt tone resonates more than corporate-speak.

Here’s a good example from Save The Children that covers all three of these. It publishes stories of refugees and the hardship they are forced to endure.

Repurpose content for maximum reach

A single piece of content can be used across multiple platforms, saving time while maximizing impact. This strategy keeps your website fresh and engaging without requiring constant content creation.

For example:

• A blog post can be converted into social media snippets.
• Donor success stories can become email newsletter features.
• An educational guide can be used to create an infographic for Pinterest.

5. Build links

A backlink is a link from one website to another. When an external site links to your non-profit’s website, it signals to search engines that your content is credible and valuable. 

Websites that have more backlinks from a wide range of sources tend to rank higher than those which don’t.

Here’s an example of a good backlink. Data from Feeding America has been quoted and linked to in an article by the Portland Herald. 

This is a good backlink for Feeding America because:

• The article is relevant to its research
• The research is useful for the Herald’s readers
• The Herald is an authoritative website that gets lots of visitors

Backlinks help improve search rankings, drive referral traffic, and increase online visibility. 

Backlinks from reputable sites (like news outlets, educational institutions, or partner organizations) are especially valuable for SEO.

These days, webmasters know how valuable backlinks are and the role they play in helping companies to rank in search results. It’s therefore not unusual to charge money to place backlinks.

For non-profits, earning backlinks can be easier than for businesses because many organizations, media outlets, and educational sites are willing to support good causes. 

Here are a few link-building strategies that suit non-profits.

Guest blogging

Guest blogging is the practice of writing and publishing an article on another website to share expertise, reach a new audience, and earn a backlink to your own site.

Guest blogging allows non-profits to reach new audiences while earning backlinks from mission-aligned websites. 

Many blogs and industry sites welcome expert contributions, and non-profits can share valuable insights about their cause in return for a link.

For instance, Feeding America has contributed this article on the future of food banks to the Relish Works website.

How to guest blog:

1. Find relevant websites: Search for blogs, community sites, or corporate social responsibility (CSR) pages related to your cause. You can also use Google searches like:
   1. “write for us” + [your cause]
   2. “[your topic] guest post site:.org”
2. Pitch helpful content: Write an outreach pitch to the site editor. Offer non-promotional articles that provide value to their audience.

Digital PR and media features

As mentioned earlier, links from media outlets are some of the most powerful you can get. That’s because search engines trust these websites.

The good news is that journalists are always looking for meaningful stories. By sharing newsworthy updates, fundraising efforts, or success stories, your non-profit can get featured on their websites, boosting both exposure and SEO.

• Sign up for free PR platforms: Websites like Qwoted connect experts like you with journalists looking for quotes.

• Reach out to local news sites: Many publications highlight non-profits making an impact in their communities.
• Announce major milestones: If your non-profit reached a fundraising goal, launched a new program, or hosted a successful event, send a press release to media outlets.

Here’s a good example of a group of Catholic charities that have been covered on the Spokane Public Radio website. It includes a backlink to its website.

Leveraging existing supporters for backlinks

Your donors, volunteers, and corporate partners can be an untapped source of backlinks. Many of them already run websites, blogs, or work for companies that might be willing to feature your non-profit.

How to do it:

• Ask corporate sponsors: If a business donates to your non-profit, ask if they’ll mention your organization on their website.
• Encourage volunteers and donors: Many have personal blogs or business websites—ask them to write about their experience and link back to your site.
• Leverage partner organizations: Other charities and advocacy groups may be open to linking to your resources if they align with their mission.

Resource page link building

Many educational institutions, businesses, and government websites have resource pages that link to helpful non-profits. Getting listed on these pages can drive referrals and valuable backlinks.

How to do it:

• Find relevant resource pages using Google searches like:
  • “donate to [cause] site:.edu”
  • “charities supporting [cause] site:.gov”
  • “[cause] non-profits resources”
• Reach out to the site owner and explain why your non-profit deserves to be listed—highlighting its impact and value.

For example, a mental health non-profit could be added to a university’s mental health support resources page, bringing in both backlinks and direct referrals.

Here’s an example of this in real life. The University of California lists several mental health organizations on their resources page. 

6. Improve your technical SEO

Technical SEO refers to the process of optimizing a website’s backend structure. It improves the user experience and helps search engines crawl, index, and understand your content more efficiently.

Here are some critical factors to consider:

Mobile-friendliness

More than 60% of Google searches now happen on mobile devices. Many donors and volunteers will visit your site from their phones or tablets, so having a mobile-friendly design is essential for keeping them engaged. How to check if your site is mobile-friendly:

• Use Google’s Mobile-Friendly Test in Search Console to see if your site meets best practices.
• Check for text size, button spacing, and navigation issues—users should be able to tap links easily without zooming in.
• Ensure that donation and sign-up forms work smoothly on mobile devices.

If your site isn’t mobile-friendly, you may lose visitors before they even get a chance to engage.

Site speed

Page speed is a major ranking factor, and slow websites drive users away. If your site takes more than 3 seconds to load, nearly 40% of visitors will leave.

How to improve site speed (for free):

• Compress images: Large images slow down your site, use free tools like TinyPNG or Squoosh to reduce file size.
• Enable browser caching: This helps returning visitors load your site faster.
• Use a lightweight theme: If your site runs on WordPress, avoid heavy, bloated themes that slow things down.
• Test your speed: Use Google PageSpeed Insights (PageSpeed) to see where improvements are needed.

Security (HTTPS)

Google prioritizes secure websites, and most users won’t donate if they see a “Not Secure” warning in their browser. If your site isn’t using HTTPS, it could be hurting both your SEO and credibility.

How to secure your site:

• Check if your site has HTTPS: If your URL starts with http:// instead of https://, it’s time to upgrade.
• Get a free SSL certificate: Many hosting providers offer free SSL certificates through Let’s Encrypt.
• Update internal links: Make sure all internal pages use https:// so you don’t create redirect issues.

Fixing crawl errors: Helping search engines find your pages

If Google can’t crawl your site properly, your content won’t appear in search results, no matter how well it’s optimized.

How to check for crawl issues:

• Use Google Search Console (GSC) to look for crawl errors under the “Coverage” report.
• Fix broken links and 404 errors to ensure visitors don’t land on dead pages.
• Submit an XML sitemap to Google so it knows which pages to index.

7. Measure success

Optimizing your site is important, but how do you know if your SEO efforts are working? 

Tracking the right metrics helps you see what’s improving, what needs work, and how SEO is impacting donations, volunteer sign-ups, and overall engagement.

You can use free tools like Google Search Console or Google Analytics to track metrics like:

• Organic traffic: The number of visitors coming from search engines. More traffic means better visibility.
• Keyword rankings: Track how your site ranks for important keywords.
• Click-through rate (CTR): The percentage of people who click on your link in search results. You can improve this by writing compelling titles and descriptions.
• Bounce rate: If visitors leave your site quickly, your content may not be meeting their needs. This can be improved by publishing clear and engaging content.
• Conversions: Track actions like donations, volunteer sign-ups, or email subscriptions to measure real impact.

Where Can Non-Profits Get Support with SEO?

SEO is a powerful tool for non-profits looking to increase visibility, attract donors, and grow their impact.

By optimizing for search intent, local SEO, content marketing, and backlinks, your organization can rank higher in search results and connect with more supporters.

However, SEO is an ongoing process. It requires regular updates, performance tracking, and continuous link-building efforts to stay competitive. 

That’s where Authority Builders can help. We specialize in high-quality SEO strategies tailored for non-profits, ensuring your website gains the credibility and visibility it deserves.

We provide services like:

• Link building
• Content creation
• Local citations
• And more

Need expert help with non-profit-friendly SEO and link building? Get in touch with Authority Builders today and start reaching more donors, volunteers, and advocates through search.

While there are many options available to promote your gym, search engine optimization (SEO) is key to ensuring your facility stands out online, especially in such a competitive industry.

The number one result in Google search engine results pages (SERPs) gets approximately 27.6% of all clicks. If you’re not in these results, you’re missing out.

Whether you’re looking to attract new members, promote classes, or boost your local visibility, implementing effective SEO strategies can help you achieve these goals. In fact, SEO can drive a return on investment (ROI) of up to 1,220%.

However, SEO can be complex and challenging, especially if you don’t have experience in this field, which is why we’ve put together this guide.

In this article, we’ll share why SEO is important for fitness gyms and some top strategies you can follow to boost your rankings and grow your membership.

What Is SEO For Fitness Gyms?

SEO is the practice of optimizing your website to rank higher in search engine results. This is important because the top search results typically get the most clicks.

For fitness gyms, SEO ensures that potential customers looking for terms on search engines like “best gym near me” or “personal trainers in [city]” find your business at the top of the search results.

With over 90,000 gyms in the U.S., the fitness industry is highly competitive, with many facilities, studios, and personal trainers vying for the same audience.

Ranking higher in Google search results can be the deciding factor in whether a potential customer chooses your gym over a competitor’s.

Why Do Fitness Gyms Need SEO?

Now that you know more about SEO, let’s unpack why it’s so important for fitness gyms:

Increased visibility and foot traffic

In 2024, over 550,000 people in California alone searched for gyms on average each month. This means that appearing at the top of search results increases the chances of attracting new members. 

Local SEO strategies help your gym appear in “near me” searches and Google’s Local Pack, driving more foot traffic to your location. In fact, 42% of local searches click on the results on the Local Pack.

More sign-ups and online bookings

A well-optimized website with clear calls to action (CTAs), easy navigation, and fast loading speeds encourages users to sign up for memberships, book personal training sessions, or join classes directly through your site.

Staying competitive in a crowded market

Almost 70% of all clicks on Google go to the top three organic search results. If your gym isn’t ranking high on search engines, you’ll likely lose business to competitors. They’re quickly capturing potential customers instead of you.

SEO ensures your gym remains visible and relevant, helping you attract more leads and convert them into long-term members.

SEO Basics: Everything Gym Owners Should Know

Before we share our top SEO strategies for fitness gyms with you, let’s go over some basics you need to understand before you get started:

How Google ranks gyms in search results

Google uses several factors to determine which gyms appear at the top of search results. These include:

1. Proximity

Local SEO prioritizes gyms that are closest to the searcher’s location. When someone searches for “gym near me”, Google’s algorithm displays businesses in the Local Pack based on their physical distance.

This makes it essential for gyms to optimize their Google Business Profile and local citations with accurate location details. We’ll discuss this in more detail below.

2. Relevance

Google aims to match a user’s search intent with the most relevant gym offerings. If someone searches “yoga classes” or “HIIT training in [city]”, gyms that clearly list these services on their website and Google Business Profile are more likely to appear in search results.

3. Authority

Gyms with a strong online reputation rank higher in search results. Google assesses authority through:

Backlinks: These are links from reputable websites or local directories that point to your website, signaling credibility to search engines.

Online reviews: A gym with more positive reviews on platforms like Yelp or Google gains trust and visibility.

Citations: Consistent business listings across directories, such as industry-specific sites, help reinforce legitimacy.

We’ll discuss each of these in more detail later in this article.

Keyword research for gyms

Keyword research is essential for ensuring that your gym ranks for the terms potential members are actively searching for. Using the right keywords in your content helps attract targeted traffic, increase membership inquiries, and improve overall visibility in search results.

Here are the three main types of keywords your gym should focus on:

1. High-intent keywords: These indicate that users are ready to take action, such as “affordable gym membership in [city] or “personal training near me”. Optimizing for these terms helps convert searchers into paying members.
2. Informational keywords: These target users looking for fitness advice, such as “How to lose weight fast” or “benefits of HIIT workouts”. Creating blog content and landing pages around these topics can drive organic traffic to your site and establish authority.
3. Branded keywords: Searches like “[Gym name] reviews” or “[Gym name] membership fees” indicate that users are already considering joining your gym. Ensuring accurate information and positive reviews can influence their decision.

To find the right keywords, you should use tools like Google Keyword Planner, Ahrefs, or SEMrush to analyze search volume, keyword difficulty, and user intent.

Below is what Ahrefs’s dashboard looks like when we explore a keyword. As you can see, it shows how difficult it is to rank for the keyword, how often the keyword is searched, and the user intent behind the keyword:

Source

The above keyword would be very difficult to rank for as it has a keyword difficulty (KD) of 93. The keyword is searched over 276,000 times per month, and could get you over 530,000 unique visitors to your website if you can rank for it.

A well-researched keyword strategy helps your gym appear in the right searches, attracting more potential members.

The best keywords to target for your gym will be relevant, with high traffic and low KD. For example, let’s say your gym includes a hot yoga studio. You could aim to rank for the keyword “hot yoga studio near me”. It’s local, easy to rank for, and has high traffic potential:

Source

On-page SEO: Optimizing your gym’s website

On-page SEO for gyms involves optimizing pages on your website to improve search engine rankings and user experience. By fine-tuning key elements, you can attract more visitors and convert them into members.

Below are four on-page optimization tasks you can perform to improve your website:

• Optimize title tags and meta descriptions

The first things users see in search results are title tags and meta descriptions. A compelling title tag with high-value keywords can increase clicks.

Title tags between 40 and 60 characters get the most clicks because they get cut off after this number, and 74.8% of top-ranking pages have a meta description.

Meta descriptions should be concise, engaging and include relevant keywords to encourage users to visit the site.

Below, you can see this gym franchise’s title tag and meta description, which has been well-optimized:

Source

1. Create dedicated service pages

Each gym offering—such as personal training, group fitness, or HIIT classes—should have its own dedicated page. This improves relevance in search results and makes it easier for users to find specific services.

As you can see below, this gym has dedicated pages on its website for each of its offerings:

Source

2. Use internal linking

Linking between pages on your website improves navigation, keeps users engaged, and helps search engines understand your content structure.

For example, linking from a blog post about weight loss to your personal training page can drive conversions for this service.

3. Optimize images

You should use descriptive file names and alt text for the images on your website so that search engines and those using screen readers can understand the image. An example could be: Womens-strength-training-session.jpg.

Compressing images to reduce their file size and improve page speed is also crucial for both the user experience and SEO.

Technical SEO: Ensuring a smooth user experience

Technical SEO ensures your website is fast, mobile-friendly, and easy for search engines to crawl. Optimizing the aspects below improves rankings, enhances user experience, and increases conversions.

This type of SEO can become very complex, so we suggest you hire an agency or professional to handle this aspect of your optimization if you want the best results.

Let’s look at four aspects of technical SEO for you to get started with:

4. Optimize for mobile

Around 68% of fitness searches happen on mobile devices. A responsive website that adjusts to all screen sizes ensures a seamless experience, preventing potential members from leaving your site due to poor usability.

5. Improve page speed

Slow websites frustrate users and negatively impact your rankings. In fact, 53% of visitors will leave a site if it takes longer than three seconds to load. Below are some ways you can improve your page speed:

Compress images to reduce their file size without sacrificing quality.

Minimize unnecessary scripts that slow down load times.

Use Google PageSpeed Insights to identify areas of improvement.

6. Use schema markup

Schema markup helps search engines understand important details about your gym. It involves categorizing data to help Google understand your content and its relationship to other data. 

You should add structured data to your website, including:

Business hours to ensure potential members can see when you’re open.

Reviews to boost credibility in search results.

Class schedules and pricing to provide clear information for searchers.

7. Secure your website

A secure website protects user data and signals trustworthiness to both visitors and search engines.

You’ll want to secure your website with HyperText Transfer Protocol Secure (HTTPS), which encrypts data between websites and visitors. This protects sensitive information like login credentials and payment details.

To protect your website with HTTPS, you’ll need an SSL certificate, which you can get from a hosting provider.

Google prioritizes secure sites in rankings, making security essential for SEO success.

You can see whether a website is secure or not by looking for HTTPs in your search bar:

Source

Linkbuilding

Linkbuilding is when you acquire backlinks, which are links from other websites that point to yours. 

For fitness gyms, link building involves getting reputable, relevant websites to link to your website. These links signal to search engines that your website is trustworthy, authoritative, and worth ranking higher in results pages.

High-quality backlinks from fitness blogs, local directories, and industry influencers can also help build trust with your audience, positioning your gym as an industry leader.

Below are some link-building tactics that you can use to earn links for your gym:

Guest blogging: Writing guest posts for fitness blogs or local news sites is an effective way to earn backlinks. By contributing valuable content, you position your gym as an expert while getting a link to your website.

Local business directories: Getting listed in local business directories and chambers of commerce helps build relevant local backlinks.

Sponsorships and partnerships: Collaborating with local events, fitness influencers, or health-related businesses offers opportunities for backlinks.

Get featured in local media and fitness publications: Reach out to local news outlets or online fitness magazines to feature your gym’s success stories, community events, or expert advice. These sites will often include links back to your gym’s website.

Create high-quality content: Producing valuable, share-worthy content like workout guides, nutrition tips, or member success stories can naturally attract links.

This gym got featured in a roundup article by a high-authority publication, earning a high-quality backlink and credibility in the local community:

Source

7 Strategies to Boost Your Gym’s Search Engine Rankings

Let’s unpack seven SEO strategies to help your gym rank better in search engine results:

1⃣ Optimize your Google Business Profile (GBP) for local SEO

The number of “near me” searches has increased by more than 200% in the last two years.

A Google Business Profile (GBP) is essential for gyms looking to attract local members. Optimizing this profile improves visibility in Google Search and Maps, helping potential members easily find and contact your gym.

Here are four steps to optimize your GBP for great results:

• Claim and verify your profile

Before optimizing, you need to claim your profile by searching for your business on GBP and following the verification steps, typically via phone, email, or postcard.

• Ensure all your details are accurate and up to date

Keeping your business information correct and consistent helps Google and potential members trust your gym. Follow these steps to do this:

Log into your GBP dashboard and click on “Edit Profile.” Next, update your:

Business name: Ensure it matches your website and other listings.

Address and phone number: Keep it consistent across all platforms.

Website URL: Direct users to a dedicated landing page to sign up or make bookings.

Business hours: This should also include holiday hours to avoid confusion.

• Add high-quality images

Photos and videos can have an impact on your GBP engagement. You should upload:

Exterior images to help users recognize your location.

Interior photos showcasing equipment, workout areas, and amenities.

Action shots of classes and training sessions to highlight your offerings.

• Use the Q&A section

• The Q&A feature allows gym owners to proactively address common customer inquiries. Some helpful questions to answer include:

“Do you offer personal training?”

“What are your membership options?”

“Do you have group fitness classes?”

Below is an example of a well-optimized GBP listing. It includes high-quality images, accurate and complete business information, its website, and regular updates to keep the profile fresh:

Source

2⃣ Get listed in fitness directories and local citations

Listing your gym in fitness directories and local business listings helps improve your online visibility, build backlinks, and improve your local SEO.

These citations increase your chances of appearing in Google’s local search results, driving more potential members to your gym. Keep the following pointers in mind:

Submit your gym to key directories

You should list your business on high-traffic fitness and local directories such as:

Yelp: Helps attract customer reviews and improves your search rankings.

ClassPass and Mindbody: Connects your gym with people looking for fitness classes.

Local business directories: Chambers of commerce and city-specific directories increase credibility.

In the example below, this gym is listed on Yelp with accurate and complete business information. This serves as a high-quality backlink to their website, as Yelp is a highly authoritative directory:

Source

Maintain NAP consistency

It’s crucial that your name, address, and phone number (NAP) remain consistent across all your online listings. 

This is because inconsistent details can confuse search engines and hurt your rankings. It also means customers can’t get hold of you. You should always double-check that your business information is accurate and up to date.

3⃣ Leverage online reviews to build trust and improve rankings

Online reviews play a crucial role in your gym’s success. Google prioritizes highly rated gyms in search results, meaning the more positive reviews you have, the more likely you are to rank higher and attract new members.

Additionally, strong reviews build trust and influence potential customers’ decisions. In fact, 75% of customers read reviews when researching businesses.

You should actively request reviews from satisfied members in the following ways:

Ask members in person after a great workout experience.

Send follow-up emails with a direct link to leave a Google or Yelp review.

Offer incentives, like entry into a giveaway, while following platform guidelines.

Display review reminders on your website, social media, and signage inside your gym.

In the example below, a gym has received positive reviews on its GBP, which has the potential to improve its rankings and credibility:

Source

Handling negative reviews professionally is also important, as this can strengthen your gym’s reputation. Here are some best practices for responding to negative reviews:

Stay professional and polite: Avoid defensive or argumentative responses.

Acknowledge concerns: Show empathy and let the reviewer know their feedback is valued.

Offer a resolution: Whether it’s a follow-up call or a free session, showing willingness to improve can turn a negative experience into a positive one.

Encourage offline discussions: Invite the reviewer to speak directly with your management to resolve the issue.

Here is an example of how a gym is handling negative feedback proactively and professionally:

Source

4⃣ Create a blog with fitness tips and local content

Blogging is a powerful way for gyms to improve search rankings, engage potential members, and position themselves as fitness experts. 

Over 83% of internet users read blog posts, so you can’t miss out on this opportunity to reach new potential members.

High-quality content drives organic traffic to your site and builds trust with readers, increasing the likelihood of sign-ups.

Some great blog ideas include:

“Best Workouts for Weight Loss”

“5 Reasons to Choose a Personal Trainer”

“Strength Training vs. Cardio: Which Is Better?”

Additionally, local content like Top Hiking Trails in [City]” or “Best Healthy Restaurants Near [Gym Name]” can help attract nearby fitness enthusiasts.

In the blog post below, a gym provides valuable information to fitness enthusiasts. This blog article is driving traffic to their site and helps them to build trust with potential members as they’re positioning themselves as experts:

Source

You can use keyword research tools like Ahrefs to find blog topic ideas. Below, you can see how the tool displays keyword ideas that you can use to inform your blog post content:

Source

You can also get ideas from Google’s People Also Ask section:

Source

While blogging is beneficial, poorly written content won’t rank well or engage readers. Google prioritizes well-researched, structured, and valuable content, meaning low-quality posts can harm your gym’s credibility.

Hiring a professional writer or SEO expert ensures your blog posts are optimized for search engines while maintaining a polished, authoritative tone.

5⃣ Use social media to boost SEO and engagement

The fitness industry thrives on visual content, making social media a crucial tool for gyms looking to increase brand awareness and drive traffic to their site.

On average, social media can drive around 25% of website visitors, giving a massive audience to target.

Before joining a gym, many potential members look for real-life success stories, workout transformations, and engaging fitness content. This makes platforms like Instagram, TikTok, and Facebook essential for online visibility.

Below are three ways that you can leverage social media for your gym:

• Driving traffic to your website

Regularly posting on social media can help direct users to your website. If you include links to your website in your social media content and platform bio, people are more likely to visit your site.

Effective social media content includes:

Workout videos showcasing classes or personal training.

Member success stories featuring weight loss or strength training results.

Behind-the-scenes content of trainers, new equipment, or gym upgrades.

This gym uses Instagram to share classes, equipment, training programs, and helpful tips:

Source

• Encouraging user-generated content (UGC)

Gym members love sharing their fitness journeys. Encourage members to tag your gym in their workout posts, check-ins, and transformation photos.

This is called user-generated content (UGC) and is an excellent type of content for you to share on your social media platforms.

This increases exposure and builds social proof, as potential members see real people achieving results at your gym.

• Embedding feeds into your website

Adding Instagram or Facebook feeds directly to your website enhances engagement and dwell time, two factors that Google considers for rankings.

A dynamic, updated feed also makes your website feel more active and engaging, reinforcing your gym’s credibility.

6⃣ Improve your website’s conversion rate

Optimizing your gym’s website for conversion rates is essential to turning visitors into paying members. The average conversion rate for fitness businesses is around 43%, so you can tap into this with your own website.

Below are some steps to take to do this:

Optimize membership sign-up pages

Your membership sign up page should be as user-friendly and straightforward as possible. 

Keep forms short, eliminate unnecessary steps, and ensure the page is mobile-friendly since many potential members will access it from their phones.

A quick, easy sign-up process minimizes friction and encourages conversions.

This gym makes signing up for their facilities and classes on their website super simple and straightforward. You select a membership type from a pricing page and then fill out a form with your details:

Source

Use clear call-to-action buttons

Adding prominent call-to-action buttons on key pages of your site can significantly increase conversions. Use action-orientated language like:

“Try a Free Workout”

“Join Now”

“Book Your Free Consultation”

Ensure these buttons stand out visually and are placed strategically, such as at the top of your homepage, in the navigation menu, or after key service descriptions.

This gym uses a clear call to action button on its location pages:

Source

Use structured pricing tables

To reduce confusion and make membership options clearer, structured pricing tables allow users to compare different plans at a glance. This transparency can build trust and make it easier for potential members to make a decision.

This gym has a clear pricing structure on its website, meaning that they’re being completely transparent about their membership fees, encouraging conversions:

Source

Online booking integrations

Integrating online booking systems for classes or consultations allows users to easily schedule their first workout or meeting, reducing friction and moving them further down the conversion funnel.

This gym allows users to find classes and book a spot via their website:

Source

7⃣ Track performance for optimizing SEO strategies

Tracking your performance is crucial to ensure your gym’s SEO strategy is effective. By using tools like Google Analytics and Google Search Console, gym owners can measure website traffic, monitor conversions, and optimize their SEO efforts to better meet their goals.

Google Analytics provides valuable insights into how visitors interact with your fitness center’s website, where they’re coming from, and how they convert into leads or members.

With Google Analytics, you can track:

Traffic sources: Identify which channels—like organic search, social media, or referrals—bring visitors to your site.

Conversion rates: Track how many visitors complete actions, like signing up for memberships or booking classes.

Path exploration: See how users navigate through your site, which pages they visit, and where they drop off, helping you identify areas for improvement.Google Search Console allows you to monitor your performance in search results. It provides data on which keywords are driving organic traffic and how your site ranks for those keywords.

Based on the insights you gather, you should continuously adjust your SEO strategy. If specific pages or local keywords aren’t performing well, it may be time to update your content, optimize for new keywords, or tweak conversion paths to improve performance.

Get Expert Help to Improve Your Gym’s Online Visibility

In the competitive fitness industry, optimizing your gym’s website for SEO is essential to attracting new members and building a strong online presence.

By focusing on key areas such as keyword research, local SEO, and on-page optimization, you can improve your gym’s visibility, traffic, and conversions.

To elevate your gym’s SEO strategy and see results, partner with experts who can guide and support your efforts. Authority Builders specializes in helping businesses like yours to improve their online presence, build authority, and drive qualified traffic through link building.

Ready to boost your gym’s SO and attract more members? Contact Authority Builders today and start improving your online visibility!

The problem is, if your firm doesn’t appear on page one of the results, then you’ll get very few of these potential clients.

But your competitors who invested in SEO will.

This guide explains everything family law firms need to know about SEO and how they can use it to generate leads.

What Is SEO For Family Law?

Search engine optimization (SEO) for family law is the process of improving your law firm’s online presence so that potential clients can easily find you when they search for family law services. 

At its core, SEO involves making changes to your website and online content so that search engines like Google understand your firm’s offerings and rank your pages higher in search results. 

While most legal services might get business from referrals, family law is different—for many clients, it will be the first time they have accessed divorce or child custody services and they may not know anyone who has used a family attorney before.  

Because of this, many potential clients start their search online when they need help with sensitive legal matters. 96% of people seeking legal services use a search engine to find them.

When your site ranks well, you’re more likely to attract local clients who need immediate assistance.

Why Is SEO Important For Family Law Firms?

SEO is essential for family law firms because it connects you with potential clients when they need you most. Let’s break down the key reasons why investing in SEO is a smart decision for your practice:

Increase visibility

The top three search results get almost two-thirds of clicks. The further a webpage gets from the top spot, the fewer clicks it gets. Most people never look at the second page of search results. 

By optimizing your website, you improve its chance of appearing among the top results, ensuring more potential clients see your services.

Enhance Local Reach

Local SEO fcocus: Family law firms typically serve clients in a specific area. Local SEO tactics, such as adding your address, phone number, and setting up a Google Business Profile, help your practice show up in local searches.

Community connection: When your website is optimized for local search terms, you increase the chances of appearing in map searches and local directories, directly connecting you with clients in your community.

Build Trust and Credibility

Professional online image: A well-optimized website that appears at the top of search results sends a strong signal of credibility. It shows potential clients that your firm is established and reputable.

Informative content and reviews: Including valuable content and positive client testimonials on your site reinforces your expertise. When clients see helpful articles and glowing reviews, they are more likely to trust you with their sensitive legal issues.

Cost-Effective Marketing

Targeted audience: Unlike broad advertising methods, SEO focuses on users who are actively looking for legal help. This means your marketing efforts reach people who are already interested in your services.

Long-term benefits: While paid advertising can provide a quick boost, SEO offers long-term results. The efforts you put into optimizing your site continue to attract clients long after the initial work is done.

How Do Search Engines Work?

When someone types something into a search engine like Google, they are presented with a list of results like this:

Google uses a series of rules and calculations known as an algorithm to decide which websites to rank first. Google’s algorithm considers more than 200 ranking factors, but the main ones are:

Keywords

Keywords are the terms people type into search engines when looking for family law services. By including these keywords naturally in your content, you help search engines connect your site with relevant searches. 

For example, if you have a page that talks about the divorce lawyer services that you provide in the Detroit area, then you are more likely to rank for the keyword “divorce lawyer Detroit”. 

We explain more about researching keywords later in the article.

What is search intent? When a user types a search term, it often conveys the sort of information they want to find. This is known as search intent. For example, if someone types “how is child custody determined in Florida” then they are probably looking for information. However, if someone types “child custody lawyer in Miami” then it’s much more likely they want to buy services.

Content quality

High-quality, well-written content helps search engines understand your firm’s services better, allows you to rank for more keywords and displays your expertise. 

It’s also likely that people will link to your content on their own web pages if it’s good. This helps boost your authority—more on this in the next section.

Authority

Authority is a measure of how well-regarded your website is by others online. The main way search engines measure this is by the number of backlinks your website gets—in other words, how many people publish hyperlinks to your content on their own web pages. 

The quality of backlinks matters more than the quantity. A high-quality backlink is:

Relevant: The linking site is related to your industry or topic.

Authoritative: The backlink comes from a high-authority, well-established website.

Placed in context: The link is contextually relevant—for example, you’d expect to find a link to a family law firm in copy about divorce, child custody or writing a will. You wouldn’t expect it to be surrounded by text discussing beauty products.

Natural: The link is earned, not paid for or generated as part of a dodgy link scheme.

Is dofollow: Passes link equity (as opposed to “nofollow” links, which don’t).

Has natural, relevant anchor text: Anchor text is the text in the link that users click on—this should be relevant to the surrounding and linked content. Also, you shouldn’t have too many anchors with text that exactly matches the target keyword, as this appears unnatural to search engines.

Is from a page that gets decent traffic: The linking page itself gets real visitors.

The number of referring domains is more important than the number of backlinks. In other words, it’s better to get 1 backlink each from 10 sites, than to get 10 links from 1 site. 

Finally, it’s important to have a varied, natural-looking backlink profile. You should have links from a variety of sources, including social media, directories, forums, blog articles, media sites and from a range of high-quality and low-quality sites. 

Why is this? Imagine you only had backlinks from websites in one industry with a similar Domain Rating, all with similar anchor text and content. This suggests that you are buying links or engaging in a link scheme.

A varied backlink profile, on the other hand, suggests that people are linking to your content because they like it.  

What is domain rating? Domain Rating (DR) is a metric developed by SEO tool Ahrefs to measure the strength of a website’s backlink profile on a scale from 0 to 100. It evaluates the quantity and quality of backlinks pointing to a domain, with higher scores indicating a stronger, more authoritative site. This helps you to understand how likely the site is to rank for relevant search terms.  Other SEO tools also have similar measurements. For example, Moz has Domain Authority, which considers a wider range of factors, including overall SEO performance.

Luckily, you don’t need to sit around and wait for other websites to build links to your site. Link building is the process of creating valuable content and then encouraging other websites to link to it.

We’ll explain the link building techniques you can use to boost your rankings later in the article. 

User engagement

If a web page fulfills user needs, it will likely get lots of clicks and engagement. If it doesn’t, then users will quickly click away from it. Because of this, Google considers metrics like click-through rates, dwell time and bounce rate when ranking pages. 

Technical SEO

Technical SEO involves improving the “behind the scenes” parts of your website that ensure it offers a good user experience. This involves improving:

• Page speed and Core Web Vitals: Refers to how fast pages load.
• Mobile friendliness: Whether the site is optimized to different screen sizes.
• Crawlability and indexability: How easy it is for Google to navigate and understand your website.

What are indexing and crawling? Crawling and indexing are two key processes that search engines use to organize the web. Crawling This is how search engines discover new and updated pages on the internet. They use automated programs (often called bots or spiders) to follow links from one page to another, much like exploring a vast network of roads. Indexing After a page is crawled, the search engine stores its information in a giant database known as the index. Think of the index as a digital library where every page is cataloged. When someone performs a search, the engine looks through its index to find and serve the most relevant pages. In simple terms, crawling finds the pages, and indexing organizes them so that they can quickly be retrieved when needed.

Freshness

Google prefers websites that regularly post new content and update and improve existing pages.

The importance of local SEO

Another critical aspect is local SEO. Since family law firms typically serve clients within a specific geographical area, ensuring your website is optimized for local searches is key. 

Local searches are those which include geographic keywords like:

• [Legal service] near me
• [Legal service] in [city]
• [Legal service] near [state]

There are a number of ways to optimize for these keywords, but the best one is to set up and maintain a Google Business Profile—more on this later in this guide.

YMYL and EEAT

Law is a Your Money or Your Life (YMYL) topic. These are subjects that can significantly affect a person’s well-being, financial stability, or even their health. 

This means that for family law SEO, Google aims to ensure that potential clients receive reliable information.

It does this by emphasising content that shows experience, expertise, authoritativeness and trustworthiness (EEAT). Google uses these factors to judge the quality of content. 

In simple terms, EEAT tells Google that your site is not just full of content, but it’s content created by someone who knows the subject inside out and is recognized as a reliable source by others.

Here’s a quick overview of how to implement EEAT:

Experience: Show that you’ve been in the field for a while. This might include sharing real-life examples, client testimonials, or case studies that highlight your hands-on experience with family law issues such as divorce or child custody cases.

Expertise: Demonstrate your deep understanding of family law. Create content that explains legal concepts in a way that’s easy to understand—think step-by-step guides or FAQ sections addressing common concerns. Include your professional qualifications and credentials to back up your advice.

Authoritativeness: Build authority by earning recognition from trusted sources. This can be achieved by getting quality backlinks from reputable legal directories, local news outlets, or respected legal blogs. These endorsements tell both Google and potential clients that other experts value your input.

Trustworthiness: Ensure that your website feels secure and reliable. This means having clear contact details, a professional design, and honest client reviews. Trust signals like a secure (HTTPS) site, a privacy policy, and transparent information about your services help reassure visitors that they’re in good hands.

How to Improve Your Family Law SEO

Here are some steps you can take to improve your family law SEO.

Perform keyword research

Keyword research is the foundation of any successful SEO campaign for family law firms. It involves finding the specific words and phrases that potential clients use when looking for family law services online. 

When done correctly, keyword research helps you understand your audience and create content that directly addresses their needs. 

Here’s a step-by-step guide on how to perform keyword research using Ahrefs:

Step 1: Identify core topics

Begin by brainstorming a list of core topics related to your family law practice. These might include areas like divorce, child custody, spousal support, domestic violence, and prenuptial agreements. 

Think about the types of legal issues your clients face and the services you offer. Write down a few high level keywords for each topic—these are simple terms like “divorce lawyer,” “child custody help,” or “family law advice.” These are your “seed” keywords.

Step 2: Use Ahrefs Keyword Explorer

Next, log in to Ahrefs and navigate to the Keyword Explorer tool. Enter one of your seed keywords (for example, “divorce lawyer”) into the search bar. 

Source

Scroll down to where it says “keyword ideas”. Here, Ahrefs lists other keywords based on your seed keywords.  

Step 3: Add longtail keywords

Use the Ahrefs list to create a list of “long-tail keywords”. As the name suggests, these are longer, more specific keywords. Because of this they get less traffic but are easier to rank for—also, the user need is usually clearer, making it easier to create good content. 

For example, instead of “divorce lawyer,” you might target “divorce mediation lawyer in Miami” or “how much does a divorce lawyer cost in Miami?”

Step 4: Analyze and filter keywords

Next, feed your keywords into the Ahrefs Keywords Planner. For each, open the keyword report and decide if it is a good term to target.

Look for keywords that have:

• High search volume: This is how many people type the term into a search engine each month.
• Low difficulty: This is how many other websites target that search term and how authoritative they are. 

Add the terms and metrics to a spreadsheet and prioritize them by the two fields to find the best opportunities. 

Set up local SEO

As previously mentioned, a strong local SEO strategy is essential for family law firms because many people look for legal help based on location.

One of the best ways to capture this traffic is to set up local citations. These are places online where your business’s name, address and phone number (NAP) are published. This can include directories and social media profiles. 

The most effective local citation is a Google Business Profile. Setting this up ensures you have a presence on Google Maps and the Local Pack—the three local listings that often appear above regular search results.

How to set up a Google Business Profile

1. Begin by signing into your family law firm’s Google account or creating one if you haven’t already.
2. Visit the Google Business Profile page to start the process.
3. 
4. If your law firm is already listed, claim and verify your ownership. If not, click “Add your business” or “Manage now” to register your firm.
5. When prompted, fill in essential details such as:
6. Business name
7. • Address
   • Phone number
   • Website URL
   • Business category (e.g., “Family Law Attorney”)
   • Service areas (if applicable)
   • Business hours
8. Next, you’ll be asked to verify your business’s address. You’ll do this either by receiving a postcard with a code, phone verification, or email verification (the options may vary by business type). 
9. Once verified, enhance your profile by adding:
   • A compelling business description that highlights your family law expertise
   • High-quality photos of your office, team, or even client testimonials (if permitted)
   • Regular updates or posts about your services (e.g., informative articles on divorce, child custody, or mediation)
   • Encouragement for satisfied clients to leave reviews

Source

Create content

As previously mentioned, high-quality content is essential for family law firm SEO because it helps your website rank for keywords, while also displaying your business’s expertise. 

High quality content is:

Well-researched

Clear

Directly addresses the questions and concerns of those seeking legal help

For family law firms, this is especially important because legal matters like divorce or child custody are sensitive and often stressful. Clients need trustworthy, easy-to-understand information that helps guide them through challenging times.

The keyword research we covered earlier in the article can be used to decide which topics you address.

For example, here’s a detailed step-by-step guide to the divorce process by Goranson Bain Ausley Family Law. 

It talks readers through the basics of the divorce process so they know what to expect.

How to create content that ranks for family law

Here are some tips for creating valuable content.

In-depth information:Write a comprehensive article that thoroughly covers common family law topics. For example, explain the steps involved in divorce proceedings, how child custody arrangements are determined, or what factors influence alimony decisions. Detail various scenarios and outcomes to provide a clear roadmap for potential clients.

Clear and concise language:
Avoid heavy legal jargon and explain family law concepts in plain, straightforward language. Whether you’re discussing property division or custody battles, ensure your explanations are accessible to readers without a legal background.

Engaging format:
Organize your content with headings, subheadings, bullet points, and visuals like flowcharts or infographics. This structure makes complex family law processes—such as mediation steps or the timeline of a divorce—much easier for your audience to follow.

Call to Action (CTA):
Finish your article with a clear call to action that invites readers to contact your firm for a free consultation or more personalized advice. This helps convert readers into potential clients by offering them a direct next step.

Optimize your content

On-page SEO is all about optimizing the individual pages on your website to boost your search engine rankings and attract more relevant traffic. For family law firms, focus on these elements:

• Title tags:
  The title tag is the clickable headline in search results and at the top of your browser tab. It should include your primary keyword (like “Family Law Attorney” or “Divorce Lawyer in [Your City]”) and accurately describe the page’s content, ideally within 60 characters.

• Meta descriptions:
  These short summaries (under 160 characters) appear beneath your title tags in search results. Write clear, engaging meta descriptions that give potential clients a sneak peek of the valuable information on your page—whether it’s a guide on child custody or an overview of divorce services.

• Header tags (H1, H2, etc.):
  Use header tags to break your content into easily digestible sections. Your H1 tag should capture the main topic (for example, “Understanding Divorce Law”), while H2 and H3 tags can organize subtopics such as “Custody Considerations” or “Prenuptial Agreements.” This structure helps both readers and search engines grasp the hierarchy of your content.

• Keyword placement:
  Integrate your family law keywords naturally throughout your content. Place them in key areas such as the introduction, headings, and conclusion without overstuffing.
• Internal linking:
  Connect related pages on your site with internal links. For instance, if you have a blog post discussing mediation tips, link it to your main family law services page. This not only enhances user navigation but also helps search engines understand the structure of your website.

• Image optimization:
  Optimize your images by using descriptive file names and alt text that include relevant keywords (like “family-law-consultation” or “divorce-attorney-advice”). This makes your images more accessible to search engines and assists visually impaired users.

What is alt-text? Alt text (alternative text) is a short description you add to an image’s HTML code. It helps search engines understand what the image is about and allows users who rely on screen readers to understand what the image shows.

Build backlinks

As discussed earlier in the article, link building is the process of getting other websites to include a link back to your family law firm’s website. 

Here are a few techniques that your firm can use to do this:

Develop interactive tools and apps

Creating interactive tools and apps tailored for family law can be a powerful way to attract high-quality backlinks. 

Examples could include:

• A divorce cost calculator
• A child custody scheduling tool
• An interactive FAQ app that guides users through common legal procedures. 

These resources provide value to potential clients and encourage other websites and blogs to reference and link back to your tool.

KnowYourRights is a mobile app launched by Saudi Arabia-based law firm Nasreen Alissa. It is designed for Saudi women and offers free legal advice on family law matters, empowering users with easy-to-access information about their rights in divorce, custody, and other family-related legal issues. 

This app not only helps clients navigate complex family law disputes but also demonstrates how a law firm can leverage technology to provide direct, accessible legal support to its community.

How to create an app:

Want to create your own family law app? Here’s how to get started:

1. Identify a common challenge: Begin by pinpointing a recurring question or problem your clients often face. For example, many people are curious about the potential costs involved in a divorce or the steps required in a child custody case.
2. Plan your tool: Decide on the type of tool that will best address that challenge. If you choose to develop a divorce cost calculator, sketch out what information users need to input and the kind of output they expect—be it a range of potential fees or a breakdown of expenses.
3. Collaborate with developers: If your firm doesn’t have in-house technical expertise, partner with a reputable developer. Work closely to ensure that the tool is both user-friendly and secure.
4. Design for mobile: Since many potential clients search for legal services on their phones, ensure your tool is optimized for mobile devices. A responsive design will improve user experience and keep visitors engaged.
5. Promote your tool: Once your tool is live, share it across your social media channels, legal directories, and local community groups. Reach out to legal blogs and industry publications to let them know about your new resource—they might feature it in their content, providing valuable backlinks.
6. Regular updates: Keep the tool updated with the latest information and improvements based on user feedback. A well-maintained tool continues to earn links and remains a reliable resource for years to come.

Get quoted by journalists

When a reputable media outlet features your insights and includes a link to your website, it enhances your firm’s credibility and authority. 

Media outlets are considered authoritative sources due to their reputations for accuracy, objectivity, and impartiality. They typically rely on multiple sources to verify information and provide balanced coverage, enhancing their credibility. 

Therefore, backlinks from media organizations signal to search engines that your site is a trusted source of information, which can improve your search rankings and increase visibility to potential clients.

How to get quoted:

Here are the steps to get quoted on local or national media websites.

1. Sign up for journalist inquiry services: Platforms like Qwoted and ProfNet connect experts with journalists seeking quotes for their stories. By registering as a source, you can receive daily inquiries related to legal topics and respond with your expert insights.
2. Build relationships with local media: Reach out to local newspapers, radio stations, and TV channels to offer your expertise on family law matters. Establishing yourself as a go-to legal expert can lead to recurring opportunities for quotes and features.
3. Engage on professional platforms: Maintain an active presence on professional networks like LinkedIn. Sharing your knowledge and participating in discussions can catch the attention of journalists looking for expert opinions.
4. Comment on breaking news stories: Stay updated on the latest developments in family law. When relevant news breaks, proactively reach out to journalists covering the story to offer your perspective.
5. Sign Up for journalist inquiry services: Platforms like Qwoted and ProfNet connect experts with journalists seeking quotes for their stories. By registering as a source, you can receive daily inquiries related to legal topics and respond with your expert insights.

Here’s an example of a request posted on Qwoted. U.S. News and World Report is seeking expert comments for an article on getting a divorce loan. 

This could be a good example to gain publicity, get a backlink to your website and build a relationship with a journalist covering your industry. 

Note the deadline of two days—you should respond to relevant opportunities as soon as possible, otherwise someone might beat you to it. 

Guest posting

Guest posting, also known as guest blogging, involves writing and publishing content on another website or blog to reach a broader audience and build backlinks to your own site. 

This strategy enhances your online visibility, establishes authority in your field, and drives referral traffic.

Below is a good example of a guest post. Family law attorney Angela Stout has written a guide for Divorcedmoms.com explaining how moms can find a good divorce attorney. Given the name of the website, it is clear how this would be useful and relevant to the target audience!

To effectively engage in guest posting:

1. Identify relevant blogs: Look for reputable websites in your niche that accept guest contributions. You can use search operators like “child custody lawyer write for us” to find such opportunities. 
2. 
3. Understand their audience: Familiarize yourself with the target blog’s content and readership to ensure your post aligns with their interests and adds value.
4. Craft a compelling pitch: Reach out to the blog’s editor or owner with a personalized proposal, highlighting your expertise and suggesting topics that would benefit their audience.
5. Create high-quality content: Write an informative and engaging article that adheres to the host blog’s guidelines and provides actionable insights.
6. Follow up: After submission, stay in touch to address any feedback and to know when your post will be published.

Answer questions on forums

Answering questions on forums means joining online communities where people seek advice on family law topics. You might see questions about divorce, custody, or legal paperwork on Q&A sites or discussion boards. 

By providing clear and useful answers, you show your expertise and can naturally include a link to your firm’s website or a related resource.

How to get forum backlinks:

Provide genuine value: Focus on giving detailed, useful answers that help the person asking the question. Avoid simply dropping a link; instead, explain the issue thoroughly and only include a link if it adds extra useful information.

Follow forum rules: Every forum has its own guidelines. Some may restrict self-promotion or the inclusion of links. Make sure you read and respect these rules to avoid being flagged as spam.

Use a professional profile: Participate using your real name and a profile that highlights your expertise as a family law professional. Many forums prefer you provide a link through your profile rather than in posts. This builds trust with both the forum community and potential clients.

Be consistent and engaging: Regularly contribute to discussions instead of posting only when you need a backlink. Consistent participation helps establish your authority and builds a positive reputation over time.

Stay relevant: Ensure your answers are on topic and specifically address the questions asked. Tailor your advice to common family law concerns, such as divorce, child custody, or legal mediation.

Resource page link building

Resource page link building involves getting your useful content added to curated pages on high-quality websites that compile helpful industry-related content. 

For family law firms, these pages feature various resources that assist clients with understanding divorce, custody, or mediation, including:

• Links to legal guides
• Client testimonials
• Informational blogs
• Tools or apps 

What makes resource link building effective is its focus on relevance and value. If you can provide genuinely valuable content to a webpage then it benefits everyone. 

• The webmaster gets great content to share with users.
• Users get content that solves their problems. 
• You get a backlink, as well as additional traffic and visibility.

This approach not only builds credible backlinks but also positions your firm as an authoritative resource in family law.

Here’s a good example from Whitmarsh Family Law. They have a page full of child custody resources for divorced parents. 

While it mainly includes government sites, there are links to other websites’ resources. 

Elevate Your Family Law SEO With Authority Builders

In today’s digital world, a strong SEO strategy is crucial for family law firms looking to connect with clients when they need you most. 

By implementing effective techniques—such as targeted keyword research, creating high-quality, accessible content, optimizing for local searches, and building authoritative backlinks—you can improve your search rankings and establish trust with potential clients.

Remember, SEO is an ongoing journey, not a one-time task. Consistently refining your strategy will ensure that your firm stays visible and competitive.

Ready to boost your online presence and attract more clients? Authority Builders specializes in crafting tailored SEO strategies for family law firms. Book a call with Authority Builders today and take the first step toward transforming your digital footprint.

However, in today’s digital age, this approach may limit growth potential. A significant number of consumers now turn to search engines like Google to find local plumbing services. 

In the United States, at least 131,000 people type the words “plumber near me” into Google each month.

That’s not to mention other terms like:

• Emergency plumber
• 24 hour plumber
• Same day plumber

In fact, it’s likely that millions of people search for a plumber online each year.

This article explains how plumbers can use search engine optimization (SEO) to tap into this vast online market. 

We’ll discuss strategies such as creating valuable content, building high-quality backlinks, and optimizing on-page SEO to enhance your online visibility and attract more customers.

What Is SEO for Plumbers?

SEO is the process of improving your website so it appears higher in search engine results on platforms like Google. 

When someone searches for a plumber in their area—by typing something like “emergency plumber”—Google decides which websites to show based on how relevant and trustworthy they seem.

Source

Ranking matters because most people visit one of the first few results they see. In fact, the first search result gets nearly 40% of all clicks. Results on page two, get almost no clicks at all. 

For plumbers, ranking higher in search results means more visitors to your site and, ultimately, more customers calling for your services.

SEO involves optimizing different parts of your website. Examples include:

• Its structure
• How fast it loads 
• The words you use (known as keywords in SEO circles)
• Ensuring your business is listed correctly on sites like Google Maps so local customers can easily find you.

Ranking high on Google is the main result of this. But what are the other benefits of SEO? Read the next section to find out.

Benefits of SEO for plumbers

Investing in SEO offers plumbers several important benefits:

More website traffic

When your website ranks higher in search results, more people will visit it. For example, if someone searches “24/7 plumber near me” and your site appears at the top, you’re more likely to get their business.

Local customer focus

SEO helps you target customers in your service area. With strategies like optimizing for “plumber in [your city],” you’ll attract people who actually need a plumber nearby.

Increased calls and bookings

A well-optimized website doesn’t just attract visitors—it converts them into customers. SEO drives more calls and jobs by making it easy for potential clients to find your phone number or book an appointment.

Competitive advantage

Many plumbers still rely on word-of-mouth or traditional advertising. By focusing on SEO, you can outrank competitors who haven’t yet invested in their online presence.

Long-term results

Unlike paid ads, which stop working once you stop paying, SEO delivers lasting results. Over time, your website can keep bringing in new customers without constant investment.

By improving your online visibility, SEO ensures your plumbing business grows. 

Great returns

SEO is well worth the investment. For example, let’s say after a lot of work you start ranking number one for the term “plumber chicago”.

This term gets around 1,500 monthly searches. As number one, you can expect to get about 585 of these searches each month. 

You can expect about 2% of these visitors to convert into paying customers. That’s at least 11 customers per month.

The average plumbing job is worth $315.

11 x $315 is $3,465 per month, or $41,580 per year.

Most businesses spend at least $500 per month on SEO, leaving you with an ROI of $35,580!

Factors search engines use to rank websites

Search engines like Google use a variety of factors to decide which websites appear first in search results. Here are some of the key ones:

Relevance of content

Google looks at how well the content on your site matches what a user is searching for. For example, if someone searches “pipe repair tips,” an in-depth guide on the subject is more likely to rank than a general article about plumbing.

Quality of content

High-quality, well-written content that provides value to the reader ranks better. This means avoiding fluff, answering common questions, and including helpful details, such as how-tos or solutions to plumbing issues.

Local SEO signals

For plumbers, local factors are especially important. Google considers things like your business’s proximity to the searcher, customer reviews, and whether your business information (name, address, phone number) is consistent across platforms.

Website speed and mobile friendliness

A slow or hard-to-navigate website won’t rank well. Your site should load quickly and be easy to use on mobile phones since many customers search from their smartphones.

Backlinks

Backlinks are links from other websites to yours. When other reputable websites link to your site, it signals to Google that your business is trustworthy.

User experience

Google pays attention to how visitors interact with your website. If people quickly leave your site because it’s confusing or unhelpful, it could hurt your rankings.

By optimizing these factors, you can improve your chances of ranking higher in search results and attracting more customers.

How Plumbers Can Boost Their SEO

1. Set up your local SEO

Local SEO focuses on helping your business appear in search results when people in your area search for services. 

For example, if someone types “plumber near me” into Google, local SEO increases the chances your business will show up.

Plumbing is a local service—customers need someone who can arrive quickly and fix the problem. 

What do local SEO results look like?

When you search for a service on Google, you’ll often see a map with three businesses listed below it. This section is called the “Local Pack.” It includes the business’s name, address, phone number, website link, and customer reviews. 

Ranking in this Local Pack is a top priority for plumbers because it’s one of the first things searchers see.

How to improve local SEO

Here are some key strategies plumbers can use to improve their local SEO:

• Ensure NAP consistency: Ensure your Name, Address, and Phone number (NAP) are the same across your website, directories, and social media profiles.
• Encourage online reviews: Ask satisfied customers to leave reviews on Google or other review platforms.
• Optimize for local keywords: Use location-specific phrases like “plumber in [city name]” throughout your website content.
• Create localized content: Write blog posts or FAQs that target local issues or events relevant to your plumbing services.
• Use local directories: List your business on local online directories like Yelp, Yellow Pages, and Angie’s List.
• Set up, optimize, and manage your Google Business Profile: This is one of the most powerful tools for improving your local SEO. The following section explains it in greater detail.

How to set up your Google Business Profile

Google Business Profile (formerly Google My Business) is a free tool that lets you manage how your business appears on Google Search and Google Maps. 

For plumbers, this is crucial because it ensures your business shows up in the Local Pack when potential customers search for plumbing services in your area.

Steps to set up your Google Business Profile:

Step 1: Go to Google Business Profile and sign in with your Google account.

Step 2: Click “Manage now” and search for your business name to see if it’s already listed. If not, click “Add your business to Google.”

Source

Step 3: Enter your business name, address, phone number, and website when prompted. Make sure to select the appropriate category, such as “Plumber.”

Source

Step 4: Verify your business. Google will send you a postcard with a verification code to your listed address. Enter the code once you receive it.

Step 5: Add photos of your business, logo, and services. Complete your profile with accurate details, including your service area, business hours, and a description of your services.

Source

It’s also important to ensure your Google Business Profile stays current. Regularly update your hours, post new photos, and respond to customer reviews to keep your profile active and accurate.

2. Post on social media

Social media is a great way for plumbers to connect with potential customers and improve their local SEO. 

Platforms like Facebook, Instagram, and Twitter allow you to share updates, showcase your work, and interact directly with your audience.

Posting regularly on social media can help you stay top-of-mind for people in your area who may need plumbing services. 

Your posts could include:

Before-and-after photos of jobs

Tips for home plumbing maintenance

Customer testimonials

New hires

Any charity work you have undertaken

Answer people’s plumbing queries

These types of posts not only show your expertise but also engage your audience.

For example, in this post, SS Plumbing Heating and Excavating displays photos of a recent job they completed.

Source

This shows the companies’ expertise and that they are able to take on challenging jobs in people’s homes. 

Find relevant keywords

Keywords are the words and phrases people type into search engines when looking for something. For plumbers, these could be terms like: 

• Emergency plumber
• Pipe repair in [city]
• Clogged drain services 

You can add keywords and related terms to your content and website. This helps search engines understand what your website is about and ensures it appears in relevant searches.

How do keywords work?

When someone types a keyword into a search engine, it looks for web pages that are most relevant to that keyword. 

The more your website matches what people are searching for, the higher it will rank in search results. 

Targeting the right keywords allows search engines to connect your website with potential customers. Using relevant, high-volume keywords will improve your visibility and increase traffic to your site.

How to do keyword research

• Step 1: Start with seed keywords
  Think about the plumbing services you offer. Write down 5-10 terms like “emergency plumbing,” “water heater repair,” or “drain cleaning.” These are your seed keywords—broadly relevant topics to your business but are hard to rank for because so many other companies target them.
• Step 2: Come up with long-tail keywords
  Long-tail keywords are longer, more specific keywords. These get less traffic, but they are easier to rank for. Most businesses are therefore better off focusing their SEO efforts on these keywords.
  
  For example, instead of targeting “boiler repair”, you might use “Valiant boiler repair Boise”.

One way to find them is using an SEO tool called Ahrefs. Click on the “Keyword Explorer”, and enter your seed keyword in the search bar. 

Source

Ahrefs will show you a ton of information on the keyword. However, we are interested in the section “Keyword ideas.” Here, you’ll see keyword ideas grouped into four main areas:

• Terms that include your seed keyword
• Questions related to your seed keyword
• Terms that pages ranking for your keyword also rank for
• Topics that are mentioned in articles featuring your keyword

Source

• Step 3: Analyze competitors
  You can also use Ahrefs to check what keywords your competitors are ranking for that you might have missed. 

First, go to the “Site Explorer” tool and type your competitor’s URL into the search bar. 

Next, click “Organic keywords” in the left menu bar.

You’ll be presented with a list of keywords that your competitor ranks for.

Source

Step 3: Prioritize keywords

Next, determine which keywords you should focus on in your SEO campaigns. Add all of your keywords to a spreadsheet and enter each one into Ahrefs’ Keyword Explorer.

For each one, you’ll be shown a load of information. 

Source

For now, the most important data points are:

• Keyword difficulty: How much competition there is to rank for the keyword.
• Search volume: How many people search for the term.

Add these data points to your spreadsheet. The best keywords have high traffic and low keyword difficulty. Use your spreadsheet to find the best opportunities. 

Publish quality content

Publishing quality content is crucial for improving your SEO. Here’s why it’s important:

• Boosts your rankings: Search engines favor websites with helpful, well-written content. High-quality content signals that your site is relevant and valuable to users, improving your rankings.
• Engages your audience: When people find informative content, they are more likely to stay on your site longer and return in the future. This reduces bounce rates and improves your SEO.
• Drives traffic: Quality content can attract more visitors by answering common questions and providing solutions to problems.
• Builds trust: Well-researched and clear content positions your plumbing business as an authority in the field, building trust with potential customers.
• Encourages sharing: People are more likely to share helpful, informative articles, which can increase backlinks to your site and improve your SEO.

It’s important that your content is:

• Professionally produced: Readers are more likely to trust it.
• Offers value to readers: If your content is genuinely valuable to them then they are more likely to continue engaging with your brand.
• Is published regularly: New content isn’t immediately searchable on Google. The search engine first has to discover it and then add it to its index. Publishing regularly makes it more likely that search engines will look for new content on your site. 

If writing isn’t your strength or you’re short on time, hiring a freelancer or an agency can help ensure the content is top-notch and published regularly.

Here are some examples of the kind of content you can publish:

• How-to guides: Step-by-step instructions on common plumbing problems like fixing a leaky faucet or unclogging a drain.
• FAQs: A list of frequently asked questions that address common plumbing issues, such as “How do I know if my water heater needs repair?”
• Service pages: Detailed pages for each service you offer, like “pipe repair” or “water heater installation.”
• Case studies: Showcase successful projects with before-and-after photos.
• Customer testimonials: Share stories from happy customers to build social proof and trust.

Here’s a good example of some high-quality plumbing content. UK-based My Plumber has published an in-depth guide on how to install a new toilet. 

Because this article is so good, it ranks on page one and gets 508 visitors every month.

All of these people will see My Plumber’s brand and remember their expertise. They might even get in touch to buy their services.  

Build high-quality backlinks

Backlinks are links from other websites that point to your website. When a reputable website links to your site, it acts as a vote of confidence in your content, signaling to search engines that your site is trustworthy and relevant.

What is link building?

Link building is the process of getting other websites to link back to your site. It’s an important part of SEO because search engines like Google use backlinks as a ranking factor. 

The more high-quality backlinks you have and the more domains that link to you, the more likely your website is to rank higher in search results.

What makes a good backlink?

Not all backlinks are equal. High-quality backlinks come from reputable, authoritative websites in your industry. They pass on more SEO value than links from low-quality or irrelevant sites. 

For example, a backlink from a well-known plumbing association is much more valuable than a link from a random blog.

Link building techniques

Here are some link building techniques your plumbing business can use:

Outreach

Outreach is the process of contacting other website owners to request a backlink to your content. The key here is to have valuable content to offer, like a helpful guide, informative blog post, or case study.

Here’s how to perform outreach:

• Step 1: Identify relevant websites. Look for industry blogs, local businesses, or publications that may be interested in your content.
• Step 2: Create content worth linking to. Publish high-quality articles, like detailed guides or case studies, that provide real value to your target audience.
• Step 3: Craft a personalized email. Reach out to website owners or bloggers and introduce your content. Explain why it would be valuable for their audience and how it relates to their website. Keep the message friendly and professional.

Here’s a template that you can use:

Subject Line: Let’s collaborate – helpful plumbing tips for your audience

Hi [Recipient’s Name],

I hope this email finds you well! My name is [Your Name], and I run [Plumbing Business Name], a local plumbing service in [City/Area].

I came across your website, [Website Name], and was impressed with [specific comment about their website or content, e.g., “the detailed home maintenance tips you share”]. It’s clear that you’re passionate about providing valuable information to your readers.

I wanted to reach out because I believe we share a common goal: helping people take care of their homes. I’ve recently put together a [resource/article], “[Title of Your Resource],” which offers [key benefit of your content, e.g., “practical tips for preventing costly plumbing emergencies”].

I think your audience would find it helpful, and I’d love to collaborate by contributing it to your website or discussing ways we can work together. Whether it’s including a link to my resource or creating a guest post, I’m open to ideas that align with your goals.

Feel free to check out the resource here: [Link to Your Article/Resource].

If this sounds like something you’d be interested in, let me know, and I’d be happy to discuss further.

Looking forward to hearing from you!

Best regards,
[Your Full Name]
[Your Position]
[Plumbing Business Name]
[Phone Number]
[Website URL]
[Social Media Links, if applicable]

• Step 4: Follow up. If you don’t hear back after a week or two, send a polite follow-up email to remind them of your content.

Another effective way to build backlinks is through link insertions, which means getting your link added into existing articles on other sites where it naturally fits.

Guest blogging

Guest blogging involves writing articles for other blogs in exchange for a backlink to your site. This is a great way to build authority in your industry while gaining valuable backlinks.

Here’s how to do guest blogging:

• Step 1: Identify guest blogging opportunities. Look for reputable blogs in the plumbing or home improvement space that accept guest posts.
• Step 2: Pitch ideas. Contact the blog owner with a few topic ideas that would be valuable for their audience. Make sure your topics are relevant and provide value to readers.
• Step 3: Write a high-quality post. Once your pitch is accepted, write an informative, well-researched article. Include a link to your site where relevant.
• Step 4: Engage with readers. After your post is published, interact with readers in the comments to build relationships and promote your expertise.

Here’s a good guest post on the Kitchen & Bathroom Blog. Optimised Plumbing Services explains why inspecting pipes and drains during renovation work is a good idea.

Answer journalists’ questions

Becoming a source for journalists can help you earn backlinks from high-authority news websites. Platforms like Qwoted connect journalists with industry experts to get quotes for their stories.

Here’s how it works:

• Step 1: Build relationships with journalists. Follow journalists in your industry on social media, comment on their articles, and engage with them.
• Step 2: Sign up for platforms like Qwoted. Journalists often use these platforms to find experts for specific topics. Set up an alert for plumbing-related queries.
• Step 3: Provide valuable insights. When a journalist reaches out with a question related to plumbing, respond with a helpful, insightful quote.
• Step 4: Get your backlink. When the article is published, your quote usually includes a website backlink.

Here’s a good example from Michigan Live, in which a plumbing company has been quoted explaining the sewage issues caused around Thanksgiving. It also provides homeowners with tips on how they can avoid these problems. 

Optimize your on-page SEO

On-page SEO refers to the changes you can make directly on your website to improve your rankings in search results. These improvements ensure that users and search engines understand your content.

Here’s an on-page SEO checklist:

Meta titles: The meta title appears as the clickable text in search results. Make sure the title is clear, includes your main keyword (e.g., “Plumber in [City]”), and is under 60 characters.

Meta descriptions: The meta description is the short text below the title in search results. Write a short description (under 160 characters) that summarizes your page and includes relevant keywords.

Headings (H1, H2, H3, etc.): Headings are the large text on your webpage. The H1 is usually the page title. Make sure the H1 includes your main keyword and accurately reflects the page. Use H2s and H3s for subheadings, and include secondary keywords.

Source

URL structure: The URL is the web address in the browser bar. Use short, descriptive URLs that include relevant keywords. For example, “/plumbing-services/[city]” instead of “/page123.”

Alt text for images: Alt text is not visible on the page but is used by search engines to understand images. Write descriptive alt text for each image, using relevant keywords. For example, “Plumber fixing water heater in [City].”

Internal linking: Internal links are hyperlinks within your content that lead to other pages on your website. Link to other helpful pages on your site, such as your services pages or blog posts.

Technical SEO checklist 

Technical SEO refers to the behind-the-scenes factors that improve the user experience. It also helps search engines crawl and index your site more effectively, ultimately boosting your rankings.

Technical SEO can be quite complex, so this section only summarizes factors you need to understand. You may have to speak to an expert to improve them. 

SSL certificate (HTTPS): The padlock symbol in the browser bar shows your site is secure (https://). Ensure your website is using HTTPS, which is essential for security and rankings. Contact your hosting provider if you’re not sure how to enable it.

XML sitemap: The sitemap isn’t visible to visitors, but it’s submitted to search engines to help them index your site. If you use WordPress, plugins like Yoast or RankMath automatically generate sitemaps. Make sure to submit your sitemap to Google via Search Console.

Robots.txt file: This file isn’t visible to users, but it helps search engines understand which pages to crawl. Check that your robots.txt file isn’t blocking important pages from search engines. This can be done using Google Search Console.

Page speed optimization: Page speed is how quickly your site loads. Use tools like Google’s PageSpeed Insights to analyze and improve your website speed. Optimize images and reduce unnecessary code to help pages load faster.

Broken links: Broken links are links on your site that lead to pages that no longer exist.

Regularly check your website for broken links and fix them or remove them. Tools like Screaming Frog or Ahrefs can help you find broken links.

404 pages and redirects: A 404 page appears when someone visits a page that doesn’t exist.

Set up redirects (301 redirects) for any pages that have been removed or moved. This ensures visitors and search engines are sent to the right place.

Mobile-friendliness: Most people access websites using mobile devices these days. This means yours needs to look and operate well on mobile devices. You should ensure your site is responsive, meaning it automatically adjusts to different screen sizes. Google prioritizes mobile-friendly websites in search rankings.

How Authority Builders Can Boost Your Plumbing Business SEO

Improving SEO for your plumbing business involves a combination of publishing quality content, building high-quality backlinks, and optimizing your website’s on-page elements. 

By following these strategies, you can boost your online visibility, attract more customers, and ultimately grow your business.

At Authority Builders, we specialize in helping businesses like yours improve their SEO through effective link-building strategies and targeted content. Our team of experts can assist you in earning valuable backlinks and optimizing your site to achieve higher rankings in search results.

Contact Authority Builders today to learn how we can help your plumbing business reach new heights. Schedule a consultation and get started on your journey to better SEO.

In a market like this, standing out from the competition is everything—and that’s where search engine optimization (SEO) can be a game-changer. 

Sure, you’ve probably heard stories of businesses pouring thousands into SEO. But here’s the thing: companies invest millions in SEO annually for one simple reason—it works.

Why? Because 92% of homebuyers use the Internet as their primary resource during their search. Mastering SEO means you’ll show up when potential clients actively seek help with mortgage services. It’s not just about being visible; it’s about dominating your local market, connecting with the right clients, and leaving competitors in the dust.

In this guide, we’ll walk you through everything you need to know to start using SEO as a mortgage broker—whether you’re hiring a pro or planning to do it yourself. Let’s get started!

What is Mortgage Broker SEO? 

Mortgage broker SEO (Search Engine Optimization) is optimizing your website and online presence so potential clients can easily find you on search engines like Google. It ensures that when someone searches for terms like “mortgage broker Austin” or “how to get a home loan,” your business is front and center: 

Source: Google

But here’s the unique thing about SEO for mortgage brokers: it’s not just about visibility—it’s about standing out in a competitive market where differentiation can be challenging. Many brokers offer similar services, so how do you prove you’re the right choice? This is where SEO shines.

By leveraging SEO, especially content marketing, mortgage brokers can highlight their knowledge, expertise, and specialization. Writing helpful, niche-specific content—whether about FHA loans, the mortgage pre-approval process, or refinancing in a specific city—shows potential clients that you truly understand their needs. This not only attracts qualified traffic but also builds trust with your audience.

If you specialize in a particular mortgage, property, or market type, SEO allows you to amplify that expertise and reach the right audience. It positions your company as the go-to authority in your sector of the mortgage industry.

Some key components of mortgage broker SEO include:

Keyword optimization

Researching and using phrases your ideal clients are searching for, like “mortgage brokers for investment properties” or “low-interest first-time homebuyer loans.”

Local SEO

Ensuring you rank highly for location-specific searches like “mortgage brokers in [city].” This includes optimizing your Google Business Profile, using local keywords, and securing local directory listings.

Content creation

Publishing valuable resources—blogs, FAQs, mortgage calculators, or market insights—that demonstrate your expertise and address common client questions. Content also lets you showcase your niche knowledge, helping your mortgage business stand out from competitors.

Technical SEO

This involves making your mortgage website fast, mobile-friendly, and easy to navigate so users and search engines have a great experience.

Link building

Earning backlinks from trusted websites boosts the authority of your mortgage website and helps your site rank higher in search results.

What Kind of ROI Can You Expect from SEO for Mortgage Brokers?

Why should mortgage brokers invest in SEO? The answer is clear—the ROI speaks for itself.

Let’s break it down: the search term “mortgage” gets around 133,000 monthly searches.

Now, imagine your website sitting pretty at the top of those results. You can expect to get around 30% of that traffic, meaning 39,900 leads every month.

Most of these won’t convert, so let’s say 2% become deals—that’s 798.

As you know, not every deal goes through, so let’s assume a 5% drop off. That leaves you with 758 solid leads.

The average mortgage is $146,690, and with a 2% commission, that’s $2,934 per deal.

Now, do the math:

758 leads x $2,934 per mortgage = over $2.2 million in potential monthly earnings.

Even if you’re investing $10,000 per month in SEO, the ROI is off the charts. SEO isn’t just a strategy for mortgage brokers—it’s a game-changer.

Factors that impact ROI

While SEO is a long-term marketing strategy, its ROI depends on a few key factors:

Competition: Highly competitive markets may require more time and effort to achieve top rankings, but the rewards are proportionally higher.

Starting point: If your website is already optimized, you may see faster results. Sites with technical issues or penalties might need upfront investment to address the foundational problems.

SEO budget: A larger budget allows for a more aggressive strategy, accelerating your progress and results.

How to Get Started with Mortgage Broker SEO

Sign up for local citations

As a mortgage broker, your focus is on helping clients in specific areas find the best mortgage deals. Listing your business on industry directories like Zillow, LendingTree, and Bankrate makes it easier for local clients to find you and signals to search engines that your business is legitimate and locally relevant.

Google Business

Google Business is one of the most important local citations—it puts your business on the map. A fully optimized profile boosts your local SEO, increasing your chances of appearing in the “Local Pack” at the top of local search rankings.

What is a Local Pack?

The Local Pack highlights top local services, showing businesses, reviews, and locations on a map—for example, a search for “mortgage broker in Austin” displays nearby brokers and their ratings.

Source: Google

Securing a spot in this section isn’t about luck—it’s about strategic optimization of your Google Business listing and ensuring consistent information across local directories.

How to set up Google Business for your mortgage brokerage

Follow these steps to create or enhance your Google Business profile:

1⃣ Create or sign in to your Google Account
Use a Google account associated with your business to get started.

2⃣ Go to Google Business
Navigate to Google Business to begin.

3⃣ Add or claim your business

• If your brokerage is already listed, claim it and verify ownership.
• Click “Add your business” to start the setup process if it’s not listed.

4⃣ Provide accurate and complete information
Include the following details:

• Business name
• Address
• Phone number
• Website URL
• Business category (e.g., “Mortgage Broker” or “Loan Officer”)
• Service areas (the cities or neighborhoods you serve)
• Business hours

5⃣ Verify your business
Google typically sends a postcard with a verification code to your business address. Enter the code in your Google Business dashboard to confirm ownership.

Pro tip: Google sometimes offers other verification methods, such as email or phone. Check your dashboard for available options.

6⃣ Optimize Your Listing
A verified listing is just the start. Optimize it by adding:

• A compelling business description that highlights your expertise, specialties, and why clients should choose you.
• High-quality photos of your office, team, and any awards or certifications.
• Posts about market trends, mortgage tips, or home loan options to engage with your audience.
• Client reviews to showcase your credibility and build trust.

By prioritizing local citations and optimizing your Google Business profile, you can establish a strong local presence and attract more clients searching for mortgage brokers in your area.

Create quality content 

Creating quality content is about providing value to your audience and positioning yourself as an expert in the mortgage industry. It’s not just about pleasing Google—it’s about building trust with your potential clients.

But what does “high-quality” content look like for mortgage brokers? Let’s break it down:

Relevant

Your content should address your audience’s specific needs and questions. Consider topics like “How to Get Pre-Approved for a Mortgage,” “Understanding VA Loans,” or “Tips for First-Time Homebuyers.” This will help potential clients see you as a trusted resource.

Professional

Content riddled with typos and grammar errors can undermine your credibility. Polished, well-written articles show clients you’re knowledgeable and reliable—someone they can trust with one of the biggest financial decisions of their lives.

Original

Don’t just rehash the same advice found all over the internet. Offer unique insights into your local market or specialize in niche topics like FHA loans or investment properties. Original content sets you apart and keeps your audience engaged.

Trustworthy

Back your claims with data and cite reputable sources. Include testimonials from satisfied clients or case studies about how you helped secure tricky mortgages. Trust is critical in the financial space; demonstrating transparency can set you apart.

Keyword-Rich

Think of keywords as the breadcrumbs that lead search engines to your content. Strategically incorporate relevant keywords into your articles, but avoid overloading your text. For instance, if writing about “mortgage brokers in Denver,” use variations like “Denver mortgage lenders” or “home loan experts in Denver.”

What is keyword stuffing? Keyword stuffing happens when keywords are overused unnaturally, making the content awkward to read. It can harm your rankings and frustrate readers. Stick to using keywords naturally.

In-depth

Your audience likely has big questions about the mortgage process. Go beyond surface-level explanations and dive deep into topics to provide actionable advice and insights that build confidence in your expertise.

Multimedia-rich

Include images, charts, videos, or infographics to make your content visually appealing and engaging. For example, a visual guide showing the steps to securing a mortgage can make complex information easier to digest.

Shareable

Content that resonates with your audience is more likely to be shared. The more people share your content, the broader your reach is, and the more likely that Google will rank your website higher.

Key point: Show E-E-A-T In other words… your content needs to showcase E-E-A-T: Experience: Demonstrate hands-on expertise and knowledge in mortgage brokering. Expertise: Share accurate and helpful information backed by data or case studies. Authority: Position yourself as a credible source in your niche with unique insights and client testimonials. Trustworthiness: Build trust through transparency, professional writing, and verified claims.

How to create content as a mortgage broker

1⃣ Brainstorm content ideas

Before writing, generate some ideas for content that will resonate with your audience. Here are a few ways to do this: 

• Client questions: What do clients frequently ask you? Use these conversations to guide your content.
• Competitors: Check out what competitors write about and find ways to improve or add a unique perspective.
• Keyword research tools: Use tools like Ahrefs or Google Keyword Planner to uncover what people are searching for online.

2⃣ Perform keyword research

Keywords are the words or phrases people type into search engines to find information. For mortgage brokers, identifying keywords is crucial to attracting potential clients online.

To find these SEO keywords, you’ll need keyword research tools. While there are many options, we’ll use Ahrefs in this example.

Find your seed keywords

Start with broad topics related to your mortgage services. Consider what you offer and what questions your clients typically ask, such as:

Mortgage rates

First-time home buyer

Refinance

Home equity loan

These will be your seed keywords.

Pro tip: Even without paid tools, Google’s Keyword Planner is free and highly effective for finding relevant terms.

Go to Keywords Explorer

In Ahrefs, navigate to the Keyword Explorer tool and input your seed keywords. For example, “mortgage broker near me” or “best mortgage rates.” 

Let’s use “mortgage refinance” as an example:

Source: Ahrefs

Analyze keyword metrics

Ahrefs will generate keyword ideas with helpful metrics:

Search volume: How many people search for this keyword?

Keyword difficulty: How hard it is to rank for this keyword.

Traffic potential: How much traffic you could get if you ranked #1.

The screenshot below shows that “mortgage refinance” has a keyword difficulty of 61, which means it’s hard to rank organically. It has a search volume of 12,000 and a traffic potential of 61,000 searches per month:

Source: Ahrefs

Check keyword ideas

Ahrefs also suggests related keywords, long-tail keywords, and questions potential clients might be searching for. These could include:

• Refinance mortgage calculator (search volume: 9.4K)
• Best mortgage refinance rates (search volume: 12K)
• how much does it cost to refinance a mortgage (search volume: 5.7K)

Source: Ahrefs

Focus on long-tail keywords, as they are usually less competitive and reflect a more specific search intent. For example, targeting a broad keyword like “mortgage refinance” is highly competitive and difficult to reach the top of search engine rankings. 

However, in the keyword ideas section, you might find a more manageable alternative, such as “How much does it cost to refinance a mortgage.” This long-tail keyword has 5,700 searches per month and a keyword difficulty of 38, making it a better option for driving targeted traffic with less competition.

Source: Ahrefs

Key point: What is search intent?  Search intent, also known as user intent, refers to the purpose behind a user’s search query. It’s what the user is looking to accomplish when they type something into a search engine. Common examples of general search intent include: Finding information Buying a product or service Looking for a specific page or website

Check the SERP overview

Use Ahrefs’ SERP overview to analyze the competition for your chosen keywords. Look at:

Who’s ranking: Are they local brokers, banks, or comparison websites?

Content quality: What kind of content are they using? (e.g., service pages, blog posts, calculators).

Source: Ahrefs

Export your keywords

Export your keyword list from Ahrefs for easy reference:

1. Go to “Keyword Ideas“
2. Click “View All” to see the complete list.
3. Click “Export” and download the data as a CSV file.

3⃣ Organize a content calendar

Map out a plan for your content strategy. Decide on topics and publish dates to keep your content pipeline flowing consistently.

4⃣ Create engaging content

The fun part is writing content that answers client questions and provides value. If writing isn’t your strong suit, consider hiring a professional writer to ensure your articles are polished and professional.

Producing high-quality, relevant content can attract potential clients and build trust and credibility. Over time, this strategy can position you as the go-to expert in your market.

Optimize Technical SEO

Technical SEO ensures that search engines like Google can crawl, index, and understand your website. The behind-the-scenes work helps your site perform well in search rankings while offering visitors a smooth experience.

Optimizing technical SEO is critical for mortgage brokers to ensure potential clients find your services online. Here are the key areas to focus on:

Page Speed

A fast-loading website is essential for both user experience and search rankings. Potential clients won’t wait for slow pages, and Google may penalize your site for poor performance.

Test your site’s speed with Google PageSpeed Insights. Aim for page load times of under 3 seconds to keep visitors engaged.

Pro tip: Compress images and reduce unnecessary code to speed up your site.

Mobile-Friendliness

Most people search for mortgage brokers on their smartphones, so a mobile-friendly site is non-negotiable. Additionally, Google’s algorithms prioritize the mobile version of your site when ranking search results.

• Use a responsive design to ensure your website adjusts seamlessly to all screen sizes.
• Test your site’s mobile-friendliness with Google Lighthouse.

Website structure and navigation

A well-organized website improves user experience and makes it easier for search engines to crawl your pages.

• Clear site architecture: Use categories and subcategories for services like “Refinancing,” “First-Time Buyer Mortgages,” or “VA Loans.”
• Internal Linking: Connect related pages on your site to guide users and distribute ranking power. For example, link a blog post about “Mortgage Pre-Approval” to your “Apply for Pre-Approval” page.
• XML Sitemap: Submit an XML sitemap to search engines to help them discover and index your content.

Pro tip: Here’s a guide on how to create and submit an XML sitemap.

Meta tags and header tags

Meta tags and header tags help search engines understand your content and improve user experience:

Title tags: Title tags are the clickable headlines in search results. Create clear, keyword-rich titles that reflect the page content. Keep them concise (50-60 characters) and engaging to encourage clicks and stand out from competitors.

Meta tags: Meta descriptions are summaries that appear below the title tag. Craft informative, keyword-friendly descriptions that summarize the page’s content in 150-160 characters and entice users to click.

Here is an example of a search result for “mortgage broker in Austin.” In the screenshot, 1 is the meta title, and 2 is the meta description.

Header tags: Structure your content with H1, H2, and H3 tags to create a clear hierarchy and improve readability: 

Source: Austin Pieries

URL structure

Create clean, descriptive URLs that include relevant keywords. For example:

www.yoursite.com/first-time-buyer-mortgage

www.yoursite.com/page123?id=456

Advanced technical SEO

Schema Markup

Schema markup adds context to your pages, helping search engines provide enhanced results like star ratings or FAQs. For mortgage brokers, schema can highlight reviews, services, and contact information:

Source: Google 

Pro tip: Learn how to implement schema markup.

Robots.txt

Think of Robots.txt as a set of instructions you give to search engine bots. It directs search engines to important pages and excludes irrelevant ones, like admin areas.

Canonical Tags

Canonical tags prevent duplicate content issues by specifying the preferred version of a page.

HTTPS Security

Secure your site with an SSL certificate. HTTPS ensures a safe browsing experience for your clients and improves your rankings.

Pro tip: Here is a guide on implementing HTTPS encryption on your website.

404 error handling

Create a custom 404 page with helpful links to keep visitors engaged. For example, redirect them to popular pages like “Mortgage Services” or “Contact Us.”

Optimize off-page SEO

Off-page SEO focuses on building your reputation outside your website and establishing yourself as a trusted expert in the mortgage industry. It’s a powerful way for mortgage brokers to stand out in a competitive market and boost their visibility.

The backbone of off-page SEO is link building—earning backlinks from other reputable websites to your own. These backlinks act as votes of confidence, signaling to search engines that your site is authoritative and trustworthy. The more high-quality backlinks you have, the higher your chances of ranking well in search results.

Key point: Quality vs. quantity?  When it comes to backlinks, quality trumps quantity. Instead of aiming for as many links as possible, focus on securing links from authoritative, relevant financial or real estate sites. A quality backlink example: Being featured in a trusted publication like Forbes or a local news outlet for insights on mortgage trends. These links boost your credibility and enhance your SEO. A poor backlink example: Links from irrelevant, low-quality directories or spammy blogs unrelated to mortgages. These can harm your rankings and should be avoided.

Let’s illustrate this with an example: Consider the local search term “mortgage broker near me.” While less competitive than broader terms, securing a top spot still requires a robust backlink profile. The top-ranking websites for this keyword have a significant number of backlinks: 

Source: Ahrefs 

Contribute guest posts

Guest posting is a powerful off-page SEO strategy that involves contributing articles to other websites or blogs in your industry. By sharing your expertise, you can gain exposure to a new audience while earning valuable backlinks to your site, which helps improve your SEO rankings.

You can also pursue link insertion outreach – having your link placed into pre-existing relevant blog posts on other websites – to gain additional contextual backlinks.

Here’s how to get started with guest posting:

1⃣ Identify reputable websites

Look for websites in the finance, real estate, or personal finance niches that align with your services. Examples might include:

• Local real estate blogs.
• Financial planning websites.
• Homebuying advice platforms.

2⃣ Pitch relevant content ideas

Reach out to these websites with ideas for articles that will resonate with their audience. For mortgage brokers, topics like:

• “5 Common Mortgage Myths Debunked”
• “How to Choose the Right Mortgage for Your Needs”
• “Understanding the Mortgage Process for First-Time Buyers”

3⃣ Provide valuable, high-quality content

Write detailed, engaging, and informative content demonstrating your mortgage industry expertise. This will not only help the host site but also build trust with readers, increasing the likelihood they’ll click on your backlink.

4⃣ Request a backlink

Ensure your website is linked to the content or your author bio. For example, you could include a link to your “Mortgage Calculator” page in an article about budgeting for a home (more on this below!).

Example: A mortgage broker contributed an article about how to navigate getting a mortgage in 2024’s economic climate for a real-estate blog:

Source: Monroe Real Estate Agents 

Pro tip: Focus on websites with strong domain authority and relevant audiences. Avoid low-quality or irrelevant sites; these links won’t provide much SEO value.

Linkable assets

If you want to attract backlinks, focus on creating valuable resources that other websites can’t resist linking to. Linkable assets are tools, guides, or resources that solve your audience’s problems and offer genuine utility.

Go the extra mile by developing content that stands out and directly addresses your audience’s needs. For mortgage brokers, some great linkable asset ideas include:

Interactive mortgage calculators: Help potential clients estimate their payments, compare loan types, or evaluate refinancing options. Here’s one from Guild Mortgage: 

Source: Guild Mortgage 

Local market reports: Provide up-to-date insights into your area’s housing market, like average home prices, mortgage rates, or buyer trends. Here’s a report on mortgage statistics for 2024 from Lending Tree: 

Source: Lending Tree

Comprehensive guides: Create step-by-step resources like this guide on how to buy a house as a single person: 

Source: Guild Mortgage

Pro tip: Once your asset is live, spread the word! Share it on your social media platforms, include it in your email newsletter, and collaborate with local real estate agents or financial advisors to expand its reach.

PR backlinks

Earning PR backlinks is a powerful way to increase the visibility of your mortgage brokerage website. These backlinks come from news outlets and media sites, boosting your credibility and signaling to search engines that your business is reputable.

We recommend that you partner with a digital PR agency to help you craft and distribute compelling press releases to a wide network of journalists and media outlets. This will increase your chances of being picked up by major publications and earning those coveted backlinks.

Example: When the American Customer Satisfaction Index (ACSI®) Insurance and Mortgage Lenders Study 2024 was released, it attracted media attention, earning it backlinks from a number of high-authority sites, including PropertyCasualty360, MarketWatch and National Mortgage Professional, to name a few: 

Source: American Customer Satisfaction Index 

Infographic link building 

They say a picture is worth a thousand words, and this couldn’t be more true for SEO. Infographics—visual representations of data and ideas—are potent tools for mortgage brokers to simplify complex concepts, making them easy to digest and share. They naturally attract backlinks because other websites love featuring informative and visually appealing content.

1⃣ Identify key questions or data points

Think about the questions your clients frequently ask or data that could surprise or educate them. For mortgage brokers, great infographic topics could include:

• Mortgage rate trends over time.
• A side-by-side comparison of fixed vs. adjustable-rate mortgages.
• The step-by-step mortgage approval process.

2⃣ Invest in professional design

Ensure your infographic is visually stunning and professional. Use vibrant colors, clean fonts, and engaging illustrations to grab attention while staying true to your brand.

3⃣ Make it shareable

Once your infographic is ready, share it widely:

• Publish it on your website and optimize it with relevant keywords.
• Share it on social media platforms and tag local businesses or influencers.
• Reach out to industry blogs or news outlets that might find the content valuable.

Example: This infographic by Jefferson Bank has created this infographic to explain the difference between fixed vs adjustable mortgages: 

Source: Jefferson Bank 

Final Thoughts: Search Engine Optimization For Mortgage Brokers 

This guide has given you a powerful SEO strategy to attract more clients to your mortgage business. Remember that SEO is an ongoing process, but the rewards are worth it: increased visibility, qualified leads, and a stronger online presence.

Ready to take your mortgage broker SEO to the next level?

Partner with Authority Builders! Our SEO experts will help you with the following:

Achieve top rankings: Dominate search results for valuable mortgage keywords.

Attract more clients: Drive qualified leads to your website and convert them into customers.

Build authority: Establish your brand as a trusted mortgage expert in your local market.

Contact us today for a free consultation and discover how we can help you grow your mortgage business!

According to recent studies, over 77% of patients begin their search for healthcare services online, and 60% of those searches result in a booked appointment with a provider whose website ranked on the first page of Google.

Search engine optimization (SEO) enables plastic surgeons to capture a portion of these online leads. 

By leveraging the right techniques, your practice can achieve higher visibility, attract the right audience, and establish trust as a leader in your field.

This guide walks you through everything you need to know about SEO for plastic surgeons, from optimizing your website to building local authority and tracking your results. 

Whether you’re just starting or looking to enhance your existing plastic surgery SEO strategy, these actionable tips will help you stand out in a competitive market.

SEO for Plastic Surgeons: The Basics

Search engine optimization (SEO) is the process of improving your website to help it rank higher on search engines like Google. 

When someone searches for terms like “best plastic surgeon near me” or “facelift recovery tips,” search engines decide which websites to show first. 

The higher your website appears in search results, the more likely people are to click on it and learn about your services. 

Think of SEO as a way to make your website more attractive and trustworthy to both search engines and potential plastic surgery patients. 

SEO mainly involves ensuring your website provides high-quality, relevant information, is easy to navigate, and meets specific technical standards that search engines favor.

The four main areas of SEO are:

• Content: Creating helpful, patient-focused information about your services.
• Authority: When credible online sources publish links to your website it gains trust amongst users and search engines.
• On-page optimization: Helping search engines and users understand what your website and its content are about.
• Technical optimization: Ensuring your website is fast, mobile-friendly, and error-free.
  

When done correctly, SEO helps you stand out from competitors, attract the right audience, and ultimately grow your practice.

Your Money or Your Life is critical for plastic surgeon SEO

Google categorizes queries related to a user’s health, finances, or safety, as Your Money or Your Life (YMYL) topics. 

Plastic surgery websites fall under this category because the decisions patients make based on your content can significantly impact their physical health and well-being. 

To ensure that YMYL content is accurate, helpful, and safe, Google prioritizes websites that demonstrate experience, expertise, authoritativeness, and trustworthiness (EEAT). 

This framework helps Google evaluate the quality of a site. Therefore, plastic surgeons must meet these standards if they want to rank higher.

Here’s what each component means and why it matters:

Experience: This focuses on showing firsthand knowledge. For plastic surgeons, this might mean including patient testimonials, before-and-after galleries, or personal insights into procedures.

Expertise: Google values content created by qualified experts. Highlight your credentials prominently on your website and in your content to reassure visitors that they’re in capable hands.

Authoritativeness: This reflects your reputation in the field. Getting backlinks from respected medical organizations, industry publications, and local directories can boost your perceived authority.

Trustworthiness: Plastic surgery patients need to feel safe sharing personal information and trusting your services. Ensure your website has secure HTTPS protocols, accurate contact information, and privacy policies.

For plastic surgeons, implementing E-E-A-T isn’t just about better rankings—it’s about helping potential patients feel confident in their decision to choose your practice.

Why SEO Matters for Plastic Surgeons

Now you know what SEO for plastic surgeons is, let’s look at some of the ways it can benefit your business.

Patients search online for plastic surgery services

The first place most people turn to when considering plastic surgery is the internet. They might search for terms like “best plastic surgeon near me,” “facelift recovery tips,” or “how much does rhinoplasty cost?” 

Search engines are their go-to resource for researching procedures, comparing surgeons, and reading reviews. 

A study by BrightEdge found that 68% of all online experiences begin with a search engine, and the majority of clicks go to the top-ranking results. 

According to SEO tool Ahrefs, around 42,000 people search for the term “plastic surgery” every month in the United States. And that’s just one term—the total number of people searching for these services is likely to be far higher.

Source

SEO is the tool that helps you connect with these patients at the exact moment they’re searching for what you offer. If your practice doesn’t appear prominently in search engine results pages (SERPs), you’re missing out on a significant number of potential patients. 

What is Ahrefs? Ahrefs is an SEO tool that helps you improve your website’s search engine performance. It provides insights into keyword research, backlinks, and competitor analysis.  With Ahrefs, you can discover relevant keywords, evaluate their ranking difficulty, and understand how competitors are performing.  We use it in our examples throughout this article. However, other SEO tools like Semrush, Moz and Majestic are available and provide similar data.

SEO helps build trust and credibility

Ranking high in search results doesn’t just bring visibility—it also builds trust. Patients often perceive the top results as the most reliable, assuming Google has “vetted” these websites. 

This perception is even more critical for plastic surgeons, given the high-stakes nature of your services. 

A well-optimized website that adheres to SEO best practices signals to Google and patients alike that your practice is trustworthy and professional.

Competing in a competitive industry

The plastic surgery industry is highly competitive, with many practitioners vying for the same patients. 

Whether you’re in a major metropolitan area or a smaller city, standing out among other surgeons can be a challenge. 

SEO provides a cost-effective way to outshine competitors by targeting specific keywords, showcasing your expertise, and leveraging content that answers patient questions. 

By investing in SEO, you position your practice as a leader in your area and make it more likely that potential patients will find you before your competitors.

8 Steps to Boost Your Plastic Surgery SEO

Ready to rank higher on Google? This section provides actionable tips plastic surgeons can use to improve their SEO.

1. Keyword research for plastic surgeons

Keyword research is the process of identifying the search terms that potential patients use when looking for plastic surgery services. 

It involves understanding which keywords are relevant to your practice, how often they’re searched, and how competitive they are. 

Effective keyword research informs your content strategy, guiding you on what pages to optimize, as well as helping you identify areas where you may need to expand or improve existing content.

This ensures your website targets the right terms to appear when prospective patients search for services like yours.

Understanding search intent

Search intent involves understanding what a user wants to achieve when typing a query. 

For example, patients might be:

• Looking for information
• Comparing options
• Ready to book a procedure

Search intent can be split into two main categories—commercial and informational. 

• An example of an informational keyword might be: “How does breast augmentation work?” – This type of query is typically answered with blog content or informational pages.
• An example of a commercial keyword could be: “Breast augmentation surgeon near me” – This search is driven by the intent to find a plastic surgeon to perform the procedure, making it a prime keyword for service pages.

Google often knows the type of content that fulfills these user needs and shows users pages that it thinks will match it.

For example, if someone is ready to book a procedure, then they might want contact details, information on pricing and details on the process. 

Understanding search intent helps you craft content that directly addresses people’s needs.

Finding the right keywords for your practice

Here’s how to develop a list of keywords that you can add to your website and create content around.

1. List seed keywords

Start by brainstorming broad keywords that are relevant to your services. Examples might include:

• Breast augmentation
• Liposuction
• Facelift  

These broad terms are your “seed” keywords—because they are general, they get a lot of traffic. However, they are also difficult to rank for because so many websites are competing for them.

2. Find long-tail keywords

Next, find long-tail keywords; these are longer, more specific phrases. Because they are more specific, they usually get less search traffic but are often more targeted and easier to rank for. 

For instance, if you specialize in more affordable facelifts for patients in a certain area, you might try to rank for “affordable facelift surgeon in [city].”

One way to discover these keywords is by using Ahrefs. Click “Keywords Explorer” in Ahrefs’ top menu and enter a seed keyword when prompted. Click “Search”.

Source

You’ll be shown a keyword report. Scroll down to the “Keyword ideas” section. Here you’ll find four types of keyword ideas:

• Term matches: Keywords that contain your target seed keyword.
• Questions: Phrases related to your keyword, e.g., “What is the best age for a facelift?”
• Also rank for: Keywords the pages ranking for your target term also rank for.
• SERP overview: This shows the top-ranking pages for your keyword, giving insight into keyword competition.

You’ll also see the search volume (number of monthly searches in your country) for each.

Source

Add your keywords to a spreadsheet as you go.

3. Filter your keywords

Once you’ve gathered 30-100 potential keywords, it’s time to decide which ones represent the best opportunities. 

The goal is to find keywords with high traffic but lower ranking difficulty. You can do this by examining each term in the Ahrefs Keywords Explorer. 

In the keyword reports look for:

• Search volume: The number of monthly searches.
• Keyword difficulty: How hard it is to rank for a keyword.

Add these metrics to your spreadsheet. Once you have added them all, prioritize them and try to find keywords you think look like a good opportunity. 

2. Creating helpful blog content

Now you have a list of keywords you can use to guide your website and blog content. 

Creating high-quality content that targets these keywords and that your users will find genuinely valuable will attract more relevant traffic and boost your brand.

Some examples of content you can produce include:

• Procedure explanations: Write detailed articles explaining common procedures like rhinoplasty, breast augmentation, or liposuction. Example: “What to Expect from a Rhinoplasty Surgery.”
• Before-and-after guides: Showcase results of procedures with keywords like “before-and-after rhinoplasty” to directly address search queries.
• Frequently asked questions (FAQs): Create blog posts or FAQ pages answering common questions, such as “How long is recovery after liposuction?”
• Patient success stories: Share real patient testimonials and use keywords like “successful breast augmentation surgery in [city].”
• Myths vs. facts: Debunk misconceptions about plastic surgery. Example: “Myths About Breast Implants You Need to Stop Believing.”
• Health and wellness tips: For example, you could share tips for maintaining healthy skin post-procedure.

By aligning content with prioritized keywords, you ensure your website answers patient questions, increasing your chances of ranking and building trust.

Here’s a great example of high-quality content from Sadrian MD. The company has written a guide to “Ozempic face”. This is a common side effect of the hugely popular weight loss drug. 

Many people will likely be looking for solutions to this problem, and this article helps to show Sadrian MD’s expertise on the subject and the solutions it can provide.   

3. Create service pages

Blogs are great for ranking for informational keywords. However, service pages are more effective for commercial keywords. 

A good service page includes details on your procedures, expertise, and how patients can take the next step in booking a consultation or surgery.

Service pages also aim to convert website visitors into patients. 

Effective service pages include:

Clear calls to action (CTAs): Every service page should have a prominent CTA encouraging potential patients to act. Examples include “Book your consultation today” or “Contact us for more information on [procedure].” Ensure the CTAs stand out and are easy to find.

Showcase your services: Describe your procedures in detail, including what the procedure involves, potential benefits, recovery expectations, and risks. Highlight your qualifications, results, and certifications, using before-and-after photos, testimonials, and awards to set you apart.

An overview of the service or procedure: This helps the patient understand what they are buying. Include benefits to help convince them to buy your services, and explain the process in steps so they know what to expect.

Patient testimonials: Include quotes or videos from satisfied patients who have undergone the procedure. This shows your experience and improves patient trust.

Golden Triangle Plastic Surgery’s services pages include before and after photos with patient testimonials. They have also included YouTube videos of their surgeons appearing as experts on television.

4. On-page optimization

On-page optimization mainly involves adding information and keywords to parts of a webpage.

Here are some of the practices that will help you improve your on-page plastic surgery SEO:

• Title tags: The clickable headline in search results. Keep it under 60 characters, include your primary keyword (e.g., “Rhinoplasty Surgeon in [City]”), and make it compelling. Each page should have a unique title.

• Meta descriptions: A brief summary below the title. Though it doesn’t directly impact rankings, a well-crafted meta description can improve click-through rates. Keep it under 160 characters, include the target keyword, and add a call to action.

• Header Tags (H1, H2, H3, etc.): Organize content with headers to make it scannable. Use one H1 per page with the primary keyword, and H2/H3 tags for subheadings.

Source

• URL structure: Keep URLs short, descriptive, and keyword-rich (e.g., www.yoursite.com/rhinoplasty-in-[city]). 
• Image alt text: Alt text, or alternative text, is a brief description of an image used to improve accessibility for visually impaired users and help search engines understand the content of the image. Add descriptive, keyword-relevant alt text to images for accessibility and SEO. Avoid keyword stuffing, and use alt text to describe results like “breast augmentation before and after photos.”
• Internal linking: Link to other relevant pages, such as service pages or blogs, using descriptive anchor text (e.g., “learn more about tummy tuck surgery”).

Source

5. Link building for plastic surgeons: Building authority and trust

Link building is the process of getting other websites to publish hyperlinks that point to your domain. This is critical for improving search engine rankings. 

Search engines use links to measure authority and trustworthiness, so quality links from health websites, medical directories, and local organizations help plastic surgeons improve EEAT, boost search rankings and increase traffic.

Here are some common link building techniques for plastic surgeons:

Outreach: Connecting with relevant websites

Once you have some quality content published on your website, you can improve your authority by asking other website owners to link to it.  

This process is called outreach and it is one of the most effective link-building strategies. 

Here’s how to do it step-by-step:

Step 1: Find relevant websites

Look for websites related to your industry and location. These could be:

• Medical blogs: Focus on authoritative sites that cover health, beauty, or plastic surgery topics.
• Medical publications: Reputable online medical journals or publications that accept guest contributions.
• Health and wellness sites: Reputable health organizations, online magazines, or local lifestyle blogs.
• Social media influencers: Individuals who review or discuss aesthetic procedures.
• Local news websites: Platforms covering community events or expert opinions.

Step 2: Craft your outreach email

Personalize your message when contacting website owners. Introduce yourself and explain why linking to your content or featuring your practice would benefit their audience. Be clear about how your content adds value to their site.

Step 3: Follow up

If you don’t get a response after a week or two, follow up politely. Keep the tone friendly and emphasize the mutual benefit of the link.

Guest posting for plastic surgeons

Guest posting is the practice of creating and publishing content on someone else’s website or blog to reach a broader audience, build authority, and earn backlinks to your own site. 

In the example below the owner of Alamo Plastic Surgery has written an article for White Coat Investor about how to start a medical practice. Although this isn’t aimed at patients, it still shows her expertise in the sector.

Here’s how you can build similar links for your practice:

Step 1: Identify guest post opportunities

Look for websites relevant to your practice, such as health blogs, local lifestyle sites, or beauty-related publications. Use tools like Ahrefs to find sites with good domain authority that accept guest posts.

Step 2: Pitch valuable content

When reaching out to website owners, offer content ideas that align with their audience’s interests. For example, topics like “How to Choose the Right Plastic Surgeon” or “Top Considerations Before Rhinoplasty” can be appealing. Highlight your expertise and why your content will benefit their readers.

Step 3: Write quality content

Once your pitch is accepted, write an informative and engaging post. Be sure to subtly link back to your services, ensuring that your content is valuable without sounding overly promotional.

Building local links through community involvement

Community involvement is an excellent strategy to earn valuable local backlinks. 

Here are a few ideas:

• Sponsor local events: Sponsor community events, charity functions, or health-related workshops. These events often feature a list of sponsors on their websites, providing a local backlink.
• Build partnerships with local businesses: Team up with other local businesses, such as fitness centers, spas, or wellness centers. A mutual partnership can lead to featured mentions on each other’s websites with backlinks.
• Appear in local media features: Offer to contribute to local news websites or magazines as an expert on plastic surgery topics. These features often come with backlinks to your practice.

These local links not only help with plastic surgery SEO but also build trust and visibility within your community.

In the example below, a Miami-based plastic surgeon got tons of coverage when he offered free plastic surgery to three moms on Mothers’ Day.

The CBS news article below included a backlink to the surgeon’s website.

Leveraging testimonials and reviews for link opportunities

Patient reviews and testimonials can be powerful for link-building. Many review platforms like Google My Business, Yelp, and Healthgrades allow patients to leave reviews, and often link to your website. 

Encourage happy patients to share their experiences on these platforms, and feature testimonials on your own site to increase the likelihood of being linked to by other reputable sources, boosting both trust and SEO.

Source

Appearing in directories also helps improve your practice’s visibility and credibility. 

Ensure that your listings are complete, accurate, and consistent across platforms, as this can improve local SEO and search rankings. 

Being featured on high-authority directories increases your online trustworthiness and helps potential patients find your practice more easily.

Implementing a link insertions strategy — adding your site’s link to existing high-quality content via outreach — can further strengthen your backlink profile.

6. Local SEO: What you need to know

Local search is when the user is looking for services geographically nearby. Examples may include:

• Facelift surgery near me
• Facelift surgeon San Diego

When you perform a local search, the results are tailored to your area.

Here’s what it looks like:

Local plastic surgery SEO is when you optimize your online presence so you appear in these local results. As you can see in the image below, Google Maps plays a pivotal role in local results.

The only way your practice will appear on Google Maps is if you have a Google Business Profile (formerly Google My Business). 

The following section explains how you can set this up.

Claiming and optimizing your Google Business Profile

Claiming and optimizing your Google Business Profile lets you control how your practice appears in search results and on Google Maps. Best of all, it’s completely free.

First, visit the Google Business Profile homepage and sign in using your business Gmail account. 

Next, click “Manage now” and fill in the requested business details.

You’ll then be sent a business verification postcard with a verification code on it. This is to verify the address you provided. 

Once verified, complete all business information accurately, including your:

• Practice name
• Address
• Phone number
• Opening hours
• List of services

Add high-quality photos of your office and staff, and regularly post updates to keep your listing active.

Source

The role of online directories and citations

Online directories aren’t just helpful for link building—they also play a key role in improving your local SEO. They list important details about your practice and help search engines verify your location and services.

Consistency is key: ensure your practice’s name, address, and phone number (NAP) are accurate across all listings. Having consistent information boosts your credibility and makes it easier for search engines to rank you in local results.

Source

Encouraging and managing local patient reviews

Positive reviews on platforms like Google, Yelp, and Healthgrades can help improve local rankings and build trust with potential patients. 

Encourage satisfied patients to leave reviews and respond to them to show you value feedback.

7. Technical SEO: The foundation of a strong website

Technical SEO refers to the optimization of the technical aspects of your website to ensure it meets search engine requirements and offers the best user experience. While it’s less visible than on-page SEO (like keywords and content), technical SEO plays a critical role in improving your site’s rankings and ensuring it’s accessible to both search engines and potential patients.

What is technical SEO?

Technical SEO involves optimizing the behind-the-scenes aspects of your website to make it easier for search engines to crawl, index, and rank your pages. 

It covers things like ensuring your site loads quickly, is mobile-friendly, secure, and includes structured data to help search engines understand the content better. 

Proper technical SEO is essential for ranking well in search results and ensuring potential patients can easily find and navigate your site.

Here are some critical technical SEO factors for plastic surgery websites:

Mobile usability: With most searches happening on mobile devices, having a mobile-friendly site is crucial. Ensure your website is responsive, meaning it automatically adjusts for smartphones and tablets. Google prioritizes mobile-friendly websites in search rankings. Google Search Console’s Core Web Vitals section includes a tool to monitor mobile friendliness.

Site speed: A slow website can drive potential patients away. Aim for a fast loading time by optimizing images, using caching, and minimizing unnecessary code. Tools like Google PageSpeed Insights can help identify issues slowing your site down.

Secure HTTPS: Having an HTTPS-secured site ensures your website is encrypted, providing a secure connection for visitors. Google also uses HTTPS as a ranking factor, so securing your site boosts both trust and SEO.

Structured data: Structured data helps search engines understand your content by providing extra context. For example, you can use schema markup to tell Google the difference between your services, ratings, and contact details. 

8. Tracking your results: How to measure SEO success

Measuring the success of your SEO efforts is essential to understanding what’s working and where you need to improve. 

With the right tools and metrics, you can track how well your plastic surgery website is performing and make data-driven decisions to further optimize your online presence.

Tools to monitor your website’s performance 

There are several tools available to help you track your website’s SEO performance. Two of the most important are Google Analytics and Google Search Console:

• Google Analytics: This free tool tracks user behavior on your website, including which pages they visit, how long they stay, and whether they complete desired actions (like booking a consultation). It’s essential for understanding traffic sources, user demographics, and conversion tracking.
• Google Search Console: This tool helps you monitor your site’s presence in Google search results. It provides valuable insights into which keywords your site ranks for, the impressions your pages get, and which pages are being indexed. It also alerts you to any issues affecting your site’s visibility in search results.

Key metrics to track

SEO key metrics are performance indicators that help you evaluate how well your website is performing in search engines and how effectively your SEO efforts are driving results. 

• These metrics give you insight into:
• Whether you’re attracting the right traffic
• How you can improve your rankings
• How you can convert visitors into potential patients. 

Key metrics typically include:

• Organic traffic: The amount of traffic coming from search engines. An increase in organic traffic indicates that your SEO efforts are paying off and that your website is ranking for relevant keywords.
• Keyword rankings: Keep an eye on the rankings of the keywords you’re targeting. If you’re seeing improvements, it means your optimization efforts are effective and your practice is becoming more visible in search.
• Conversions: The ultimate goal of SEO is to convert visitors into patients. Track metrics like form submissions, appointment bookings, or phone calls to measure how well your website is turning traffic into leads.

Elevate Your Practice with Effective SEO Strategies

Mastering SEO is a powerful way for plastic surgeons to attract more patients, increase online visibility, and stay competitive. 

By leveraging strategies like keyword research, on-page and technical optimization, local SEO, and building authority through quality content and backlinks, you can position your practice as a trusted leader in your field.

However, SEO is an ongoing process that requires expertise, consistency, and adaptability to achieve long-term success. 

At Authority Builders, we specialize in crafting tailored SEO solutions that drive measurable results for plastic surgeons. 

With our experience in link-building, content strategies, and search engine optimization, we can help your practice reach new heights.

Ready to transform your online presence and attract more patients? Book a call with Authority Builders today and discover how our expertise can help you dominate your local market and grow.

For instance, the search term “travel agency” has 301K monthly searches, while the term “vacation packages” has 110K monthly searches.

Each search represents a potential traveler — a new client ready to book their dream trip. But here’s the challenge: competition is fierce. 

Major travel companies and booking platforms like Expedia and Booking.com often dominate search results, making it harder for independent travel agents to stand out.

But don’t be discouraged — with the right SEO strategies and consistent effort, even smaller agencies and tour operators can claim their spot on the first page and attract valuable organic traffic.

This guide provides a comprehensive roadmap to SEO for travel agents, from mastering keyword research to creating engaging content and optimizing your website. By the end you’ll be equipped to connect with more clients and grow your business

What Is SEO For Travel Agencies? 

SEO, or search engine optimization, makes travel websites more visible to potential clients searching online for trips, tours, or vacation packages.

It ensures your website appears in search results for queries like “best safari tours in Africa,” “luxury honeymoon destinations,” or “family-friendly vacation packages near me.” 

By optimizing your website’s content, structure, and technical elements, you can improve its relevance to search engines like Google and increase your chances of reaching your target audience.

The higher your website ranks, the more likely travelers will click on your link, leading to increased traffic, inquiries, and bookings.

Consider this: 68% of all clicks go to the top three results on Google’s first page, leaving significantly less traffic for lower-ranked pages. 

This makes a strong SEO strategy essential for travel agents who want to stand out in a competitive online space.

Why Is SEO for Travel Websites Important?

Why should travel agents invest time and resources into SEO? The answer is simple — the ROI is impressive. 

Let’s talk numbers: the search term “airline tickets” gets around 188,000  monthly searches:

Source: Ahrefs

If you rank at the top and capture 30% of that traffic, you could see 56,400 monthly visitors. With a modest 2% conversion rate, that’s 1128 paying customers.

If the average cost of a vacation for a single person in the U.S. is $1,984, those clients could generate over 2.2 million dollars in monthly revenue. 

The potential ROI is massive compared to an average monthly SEO cost of $3,209.

While broad keywords like “airline tickets” are competitive, smaller travel agencies can still succeed with SEO by:

Focusing on long-tail keywords: Target specific phrases (like “luxury honeymoon packages in Bali” or “family-friendly safari tours in South Africa”) to attract highly relevant traffic.

Localizing your efforts: Use location-based keywords (like “travel agents in Denver” or “best New York City tours”) to appear in local searches and connect with clients in your area.

Understanding how Google determines which websites to display in these local and niche searches is essential for maximizing your online visibility.

So, let’s dive deeper into how Google’s search works below.

How Does Google Work?

When someone searches for travel-related information, search engines use an algorithm to decide which websites to display in Google search results — and in what order. This algorithm considers hundreds of factors, but three key ones are:

Relevance: Does your website content match the search query? If someone searches for “luxury safari tours,” Google looks for pages with those exact terms or closely related ones.

Authority: Does your website seem trustworthy? Google favors websites with quality backlinks, meaning other reputable sites link to yours.

User experience: Is your site fast, mobile-friendly, and easy to navigate? Google prioritizes websites that offer a seamless experience for visitors.

Now that you understand how Google decides which websites to display, the question becomes: how can you make your travel agency’s website rank higher?

The answer lies in focusing on the core aspects of SEO. These are often referred to as the four pillars of SEO, and mastering them is key to boosting your website’s visibility and attracting more clients. Let’s explore each pillar in detail.

The Four Pillars of SEO for Travel Services 

Content

Content is the foundation of your SEO strategy and the key to attracting and engaging potential customers. “Content” includes everything from website copy and blog posts to destination guides, travel tips, visuals, client testimonials, and interactive tools. 

High-quality content helps your website rank higher by providing valuable information to users, establishing your agency as a trusted source of travel expertise, building brand awareness, and ultimately driving bookings. 

On-page SEO

On-page SEO optimizes your website’s elements to improve search engine rankings and user experience. This includes crafting compelling title tags and meta descriptions, using headings effectively, optimizing image alt text, and ensuring your website is mobile-friendly.  

These optimizations help search engines understand your website’s content and improve the user experience.

Technical SEO

Technical SEO focuses on the behind-the-scenes aspects of your website that affect search engine crawling and indexing. 

This includes website speed, mobile-friendliness, site architecture, URL structure, and schema markup. A technically sound website allows search engines to access and understand your content easily to enhance online visibility.

Off-page SEO

Off-page SEO involves activities outside your website that influence your search engine rankings. 

The most crucial aspect is link building, which means acquiring backlinks from other reputable websites. 

These backlinks act as endorsements, signaling to search engines that your website is trustworthy and authoritative.

‍ Sound confusing? Don’t worry! Below, we will break down each of these pillars and show you how to implement them for your travel agency.

How to Get Started with Travel SEO

Know your niche 

The first step in optimizing your travel website for search engines is defining your niche. 

Instead of trying to appeal to every traveler, focus on the types of customers you’re best equipped to serve. 

Whether it’s luxury safaris, adventure tours, budget-friendly family vacations, or destination weddings, the narrower your niche, the more effectively you can connect with the right audience.

For example, Remote Year focuses on people looking to travel while working remotely: 

Source: Remote Year

Another example is Untamed Borders, which offers trips to some of the most dangerous places on earth, including Afghanistan, Iran, and even Somalia. 

Source: Untamed Borders

Do keyword research 

When it comes to getting your travel site noticed, keywords are the cornerstone of your SEO strategy. Keywords are specific words or phrases potential clients type into search engines when planning their trips or looking for travel services.

Think of keywords as the link between your potential clients’ searches and the content on your website. Using relevant keywords makes it easier for search engines like Google to connect users to your site. 

For instance, someone searching for “luxury safari tours in Africa” or “affordable honeymoon packages in Bali” is far more likely to find your site if you’ve incorporated these phrases naturally into your content. 

Next, we’ll walk you through how to find the most effective keywords using Ahrefs. 

Log in to Ahrefs

The first step is to login to Ahrefs. If you don’t already have an account, you can create one here. 

Navigate to Keyword Explorer

In the Ahrefs dashboard, select “Keyword Explorer” from the top menu. This tool allows you to explore keywords and find data like search volume and difficulty (how competitive a keyword is to rank for).

Source: Ahrefs

Enter keywords related to your travel niche

Start with broad keywords related to your travel agency’s niche. For example, if you specialize in family vacations to Europe, try keywords like:

• “family vacations Europe”
• “best family resorts Europe”
• “family travel packages”
• “family-friendly European destinations”

Hit “search,” and Ahrefs will reveal valuable data, including:

Search volume: How many times people search for this keyword each month. Higher volume means more potential travelers but also more competition.

Keyword difficulty: How hard it is to rank for this keyword. Lower difficulty means a better chance of reaching the top of search results.Below, we’ve used the keyword “family travel packages” to illustrate this: 

Source: Ahrefs

For example, our keyword “family travel packages” has a search volume of 300, with a traffic potential of 20,000 for the top result. It also has a keyword difficulty of 24, which means it’s relatively easy to rank for organically. 

Analyze keyword suggestions 

Ahrefs will also provide you with keyword suggestions for keywords related to your target keyword: 

Source: Ahrefs

The goal is to look for long-tailed keywords with a balance of decent search volume (so people are searching for them) and lower difficulty scores (so you have a good chance of ranking). 

Targeting less competitive keywords can help you rank faster, even if their search volume is a bit lower. As you can see above, there are quite a few good options, including:

• Family vacation travel packages (50)
• Cheap family travel packages (30)
• Costa Rica family travel packages (20)

Key point: Why is the search volume so “low”? The search volume for a keyword like “family travel packages,” with 300 searches might seem low compared to broader terms like “airplane tickets,” with over 500,000 searches, because it’s a high-intent keyword.  While fewer people search for it, those who do are actively looking to book a family holiday, making them far more likely to convert into customers.  High-intent keywords tend to have lower search volumes because they are more specific, but their value lies in attracting ready-to-book travelers, not just casual browsers.

Analyze the SERPs

Next, conduct a mini competitor analysis by reviewing the top-ranking pages for your keyword. 

This gives you valuable insights into what kind of content is performing well and what you need to do to compete: 

Source: Ahrefs

Download keywords

Once you have selected a keyword in Ahrefs, you can export the list of matching terms.  Under “keyword ideas,” click on “view all.” 

This will take you to a detailed page with all related keywords. On the left-hand side, click “Export,” and choose to download the data in CSV format: 

Pro-tip: Don’t have access to keyword research tools?  Don’t worry! To look for target keywords, you can use Google Keyword Planner. It’s a free tool that can help you with keyword research.

Source: Ahrefs

Where to use keywords on your web pages

Once you’ve chosen your keywords, it’s time to strategically place them on your site. Here’s where to focus:

Page titles: Your page title should include your main keyword. This helps search engines understand your page’s focus: 

Source: Google

Headings (H1, H2): Use keywords in your main headings to signal relevance. 

Source: Travel Leaders

Content: Naturally include keywords within your content, but don’t overdo it. Aim for readability and flow while adding keywords where they make sense.

Image alt text: Describe your images with keywords where relevant. This helps search engines understand what your images are about, adding to your overall SEO efforts.

Leverage local SEO

Travel agencies often cast a wider net to attract clients from various locations. However, establishing a strong local presence is still crucial, especially if you cater to travelers interested in your region.

Start by claiming and optimizing your Google Business Profile (GB). This free tool puts your agency on Google Maps and helps you appear in local search results. 

A complete GB profile with photos, accurate information, and positive reviews can land you in the coveted “Local Pack” – the top section of Google search results showcasing local businesses: 

Source: Google

Here’s how to set up your free Google Business Profile:

1. Sign in to your Google Account (or create one if you don’t have one).
2. Go to Google Business Profile: You can find it by searching “Google Business Profile” on Google or going directly to business.google.com.
3. Add or claim your business: If your travel agency is already listed, you can claim it and verify ownership. If it’s not listed, click on “Add your business” to start.
4. Provide accurate and complete information: This includes your business name, address, phone number, website, business category (e.g., “Travel Agency”), service areas, and business hours.
5. Verify your business: Google will typically verify your business by sending a postcard with a verification code to your address. Once you receive it, enter the code to complete the process.

Sign up for local directories 

Beyond Google, expand your reach by creating profiles on travel-specific directories and platforms. Think of these as online brochures for your agency. Some key platforms to consider include:

TravelHUB

American Society of Travel Advisors (ASTA)

Travel Leaders

United States Tour Operators Association (USTOA)

Loveurvacay Directory 

Key point: Optimize Your Local Listings Simply creating profiles isn’t enough. To maximize your SEO impact, optimize each listing with: Accurate and consistent information: Ensure your agency name, address, phone number, and website URL are consistent across all platforms. Compelling descriptions: Highlight your agency’s specialties (e.g., adventure travel, family vacations, luxury cruises) and unique selling points. High-quality photos: Showcase stunning destinations, happy clients, and your friendly team. Engaging content: Share travel tips, destination guides, and exciting travel deals. Encourage reviews: Positive reviews build trust and credibility. Encourage satisfied clients to leave reviews on these platforms.

Optimize your images

Travel websites often feature many visuals of exotic destinations, luxurious accommodations, and unforgettable experiences. 

While these images are essential for inspiring travelers and showcasing your offerings, they can also slow down your website if not properly optimized.

Image optimization is vital for maintaining a fast-loading site, which is crucial for user experience and SEO. A slow site can frustrate potential customers and negatively impact your search rankings, reducing your chances of attracting new clients.

Here are some quick tips to optimize your images for a travel website:

Resize and compress: Large image files can drastically slow down your site. Resize images to fit your web design layout and compress them to reduce file size without compromising quality. Tools like TinyPNG or JPEGmini can help.

Use descriptive file names: Rename files with keywords that reflect their content, such as “Maldives-beach-resort.jpg” instead of “IMG_1234.jpg.” This helps search engines understand your images and improve your rankings.

Add alt text: Write descriptive alt text for each image, incorporating relevant keywords like “sunset view from luxury Bali villa.” Alt text improves SEO and makes your site more accessible to users with screen readers.

Choose the right format: Use JPEG for photos to balance quality and file size, and PNG for graphics like logos or illustrations.

Enable lazy loading: Lazy loading ensures images only load when they’re about to appear on the screen, reducing initial load time and keeping your site fast.

On-page SEO 

On-page SEO is all about fine-tuning your website to make it easy for search engines to understand and rank—and just as importantly, to provide a seamless experience for your visitors.

Here’s a checklist of key on-page elements to optimize for your travel site:

Optimize title tags: Title tags are the clickable headlines in search results. Create clear, keyword-rich titles that reflect the page content. Keep them concise (50-60 characters) and engaging to encourage clicks and stand out from competitors.

Write compelling meta descriptions: Meta descriptions are summaries that appear below the title tag. Craft informative, keyword-friendly descriptions that summarize the page’s content in 150-160 characters and entice users to click.

Here is an example of a search result for “travel agency Washington.” In the screenshot, 1 is the meta title, and 2 is the meta description.

Source: Google 

Use headings to structure content: Organize your content with headings (H1, H2, etc.) to make it more readable and to help search engines identify the key topics on the page. This also enhances the user experience, positively impacting your organic search results.

Build high-quality backlinks 

Link building is an essential aspect of SEO that focuses on earning links from other websites to boost your site’s authority and rankings in search engines. 

Think of links as “votes of confidence” from other sites that signal to search engines that your content is valuable and trustworthy. For travel agencies, building links from relevant, reputable websites can help you stand out in a competitive market and drive targeted traffic to your site.

Key point: What do you mean by a relevant, reputable website?  Relevant, reputable websites have a strong online presence that aligns with your industry. For travel agencies, this could include travel blogs, tourism boards, media outlets with travel sections, or niche sites focused on specific destinations or travel styles. A relevant website shares content that matches your services or audience, such as a blog about sustainable travel if your agency offers eco-friendly tours. A reputable website has high authority and trust, often demonstrated by a professional design, quality content, and strong domain metrics (e.g., Domain Authority or organic traffic). Sites like TripAdvisor and Airbnb are examples of the travel industry.  Earning backlinks from these sites signals to search engines that your website is credible and worth ranking higher in search results.

Below, we’ll explore some effective link-building strategies tailored to the travel industry:

Link outreach

Start by creating high-quality content that provides genuine value, such as destination guides, travel tips, or unique itineraries. Then, contact relevant websites, bloggers, or tourism boards to explain your content and why it would benefit their audience.

Pro tip: Personalize your outreach emails! Highlight how your content aligns with their site’s focus and why their readers would find it helpful. Avoid generic pitches—they’re less likely to get a response.

Get featured on round-ups

Round-ups are popular with bloggers and travel writers. These lists are a great opportunity to get your site featured, especially if your agency specializes in a specific niche. For example, here is a round-up by the World Wildlife Fund on sustainable travel: 

Source: WWF

How to do it: Contact bloggers or writers in your niche and suggest your services or content for their next round-up. Make sure you provide detailed, engaging information to make their job easier.

PR backlinks

Many media outlets, such as The Guardian (DR 93) or National Geographic (DR 91), have dedicated travel sections that feature articles on destinations, trends, and tips. 

Securing a mention or link in these publications can significantly boost your website’s authority and visibility.

Example: This article from The Guardian about interrailing in Europe includes a backlink to a travel company:

Source: Guardian 

Guest posting

Guest posting is writing articles or blog posts for high-authority blogs within your industry or niche. 

Identify relevant websites with a strong audience, pitch them your article ideas, and include a link to your website within the content or author bio.

Example: A yacht company contributed an article about island hopping in Greece to this blog.

Source: TravellingBuzz

Broken link building

This technique involves finding broken links on travel-related websites and suggesting your content as a replacement. This is a win-win scenario:

For the website owner: They get to fix broken links on their site, improving user experience.

For you: You gain a valuable backlink from a relevant source.

Here’s how to use Ahrefs for broken link building:

Start by identifying websites in your niche or industry that have high authority. For the purposes of this example, we’re going to use Trip Advisor 

Next, enter the Trip Advisor domain in Ahrefs’ “Site Explorer”: 

Source: Ahrefs

Navigate to “Outgoing links” and then to “Broken links.” This will show you a list of broken outbound links on that site.

Source: Ahrefs

Review the list of broken links to identify relevant ones. Look for broken links pointing to content similar to what you offer.

If you already have content that can replace the broken link, ensure it’s high-quality and relevant. If not, create new content that matches or surpasses the quality of the original content.

Don’t overlook link insertions as a tactic: placing your link into an existing travel-related article can provide a quick, authoritative backlink to your site.

Wrapping Up: SEO for Travel Agencies

Mastering SEO doesn’t have to be overwhelming—especially for travel agencies. With these practical strategies, you can improve your website’s visibility, connect with more travelers, and grow your bookings.

From optimizing your site for keywords to building quality backlinks and enhancing technical elements, each step brings you closer to reaching your target audience and establishing your agency as a trusted expert in your niche.

Need SEO support for your travel business?

Navigating the competitive world of online travel can be challenging, but we specialize in helping travel professionals like you stand out. Our services include:

Link Building – Earn quality backlinks to improve your site’s visibility
Guest Posting – Share your expertise on top photography and lifestyle blogs
Digital PR – Get featured in online publications to boost your brand credibility
Citation Building – Strengthen your local SEO so clients in your area can find you

Ready to increase your visibility and connect with new clients? Sign up today, and let’s build a powerful SEO foundation for your travel business!