Shine bright online: Tools to succeed at local SEO for cleaning servicess

In the world of local SEO for house cleaners, online visibility is just about as important as experience and hard work. Single-person house cleaning services and large companies – along with everything in between – can significantly impact their business success with a good local SEO strategy and the tools to execute it. Local SEO targets potential customers in your specific geographic area, from homeowners to businesses and large corporations right in your specific geographic area. In fact, SEO Tribunal’s research reveals that 97% of people learn more about a local company online than anywhere else. And what’s interesting too is “88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours,” according to Google’s Mobile Movement Study. 

Visual of a mobile search for cleaning companies near a searcher in Portland Oregon.

One thing is for sure, your cleaning service will stand out from the digital clutter if you put a little elbow grease into cleaning up your local SEO strategy. First, let’s dive into the importance of local SEO for cleaning services, the unique challenges business owners face in this industry, and how tailored local SEO strategies can help you succeed. 

Challenges facing cleaning services in local SEO

Given their localized nature, cleaning services companies face a lot of competition. One major challenge is the saturation of the market. Many areas have multiple cleaning businesses for people to choose from, which means standing out is more difficult and requires more precise local SEO strategies. In a study of cleaning businesses, HousecallPro—a cleaning software company—found that California alone has over 2,000 cleaning companies. 

Local reputation really matters for house cleaners. After all, when people are deciding who to let into their homes, they lean heavily on what others have said in reviews and testimonials. There's also the challenge of managing where your services pop up online. Many cleaning businesses cover different neighborhoods or even cities, which can water down how visible they are in local searches. It can be a bit like juggling—making sure your business shows up right where it needs to without stepping on your own toes. 

Proximity, distance, and prominence: three words to know for local SEO

Getting your cleaning business noticed in local searches really comes down to three main things: whether you operate in the same area as the person searching (proximity), how far your business actually is from where people are searching (distance), and how well-known your business is (prominence).

For proximity, you need to make it crystal clear online where exactly you're available. This could mean setting up specific pages on your website or content for each area you cover so people know you're right in their neighborhood. As for distance, it's all about the details. Make sure your business shows up right where it should be by keeping your listings updated on Google Business Profile, Yelp, and other directories. 

As for prominence, that's just getting your name out there. Encourage happy customers to drop a review, engage with folks online, and really build up your online rep. The better known you are, the more you'll stand out when people are hunting for a cleaning service. Not sure how to implement these tips and handle your local SEO challenges? Keep reading to learn how Semrush Local can support your local SEO success.  

Local SEO is more than a buzzword, it’s critical.

Local SEO helps your cleaning service appear in local search results. Since 46% of all Google searches are seeking local information​, this means potential customers in your area are actively looking for exactly what you’re offering. If your business is optimized for local SEO, you stand a better chance of being found. And once these searchers have found you, there’s a high chance they’ll convert into paying customers. 

Potential customers often search for cleaning services using terms like "cleaning companies near me" or "local cleaners." By optimizing for local SEO, you have a much better chance of appearing at the top of search results and getting noticed by people in your community.  Think With Google revealed that 28% of searches from the 76% of people who use their smartphones to find local businesses will purchase within 24 hours. 

Slide from a Think With Google presentation that shows how searchers convert to customers

This is important for cleaning service providers since searchers have a high intent to buy. While people browse for clothing, food, or jewelry, they’re highly unlikely to be just browsing for a cleaning company. They want to find a service and book them as quickly as possible. 

The best place to start is with listings management.

People love consistency. They want to know what to expect. And when it comes to local SEO for house cleaners, ensuring your business information is accurate and the same across various online platforms makes it easier for searchers to find and trust your services. Accurate listings improve search engine rankings, which can drive more organic traffic to your company's website Up-to-date information, like your NAP (name, address, and phone number) as well as hours of operation, also helps build credibility and reduces the likelihood of customers getting frustrated with outdated or incorrect information. Getting your business information across all relevant business directories can be very time-consuming, and more complex if you have several locations. This is precisely where tools can be very helpful, and where even the smallest of players can act with the same speed as big players in terms of disseminating their business information and making sure it is consistent everywhere. 

Pro-tip: Update every business listing automatically. Semrush Local's Listing Management feature distributes your business information to the most authoritative directories in your country. 

Part of local search is your online reputation.

Online reviews play a huge role in your local SEO success. Positive reviews and proactive responses can improve your click-through rates (CTRs) by signaling to search engines and users alike that your business is trustworthy and values customer feedback​. For cleaning services, where trust and reliability are key, having a strong portfolio of positive reviews can make a significant difference. 

Pro-tip: Stay ahead of reputation issues with help from Semrush Local. Our comprehensive review management tool helps you get a full view of your customer feedback and allows you to respond directly to Google Reviews with the help of AI. 
 

Opportunities for your cleaning company to shine

Despite the clear benefits of a solid local SEO strategy, about 56% of local businesses haven’t even claimed their Google My Business listing (note: Google My Business was rebranded to Google Business Profile–or GBP).​ As a business owner, you can ensure your business appears in local search results by claiming your GBP profile. 

Here are some of the practical steps you can take right now to optimize your Google Business Profile:

1. Ensure every section is filled out in detail, including the services you provide, business hours, and contact information.
2. Incorporate local keywords that potential customers might use to find your services. This helps improve your search relevance.
3. Take great photos! Businesses with high-quality photos see higher engagement and interest from potential customers.
4. Actively encourage happy customers to leave positive reviews, then respond to them quickly and professionally. 
5. Post regular updates to keep customers informed about any new services, promotions, or changes. 

Did you know that you already have access to a powerful solution for optimizing your profile? Semrush Local’s AI Business Description Generator helps create optimized, compelling business descriptions that can be used directly on your GBP. These descriptions are crafted to include essential keywords and business information, making your profile not only complete but also optimized for the best possible search performance.

Pro-tip: Use the Keyword Magic tool by Semrush to discover high-potential local keywords for your cleaning business. Start by entering a broad term like "cleaning services" and then filter results by location-specific keywords. 

Screenshot of the Semrush dashboard and the Keyword Magic Tool in particular.