If you’re an HVAC, plumbing, or electrical contractor in San Antonio, you already know local SEO matters. When someone searches “emergency plumber near me” or “AC repair San Antonio,” you want to be the first name they see.
But here’s the problem: Most home services companies are doing local SEO wrong. They’re wasting money on strategies that don’t work, ignoring the tactics that do, and losing leads to competitors who figured it out.
I’ve audited dozens of home services websites in San Antonio, and I see the same mistakes over and over. The good news? They’re fixable. Here’s what’s holding you back, and how to fix it.
Your Google Business Profile (GBP) is the most critical piece of real estate you own online. When someone searches for your services, your GBP shows up before your website, before Yelp, before everything.
But most contractors treat it like a “set it and forget it” listing. They fill out the basics, upload one photo, and never touch it again.
Why this kills your rankings:
- Google rewards active, updated profiles
- Competitors who post weekly outrank you
- Customers trust businesses that look engaged
How to fix it:
- Lost at least once per week (photos of completed jobs, tips, promotions)
- Respond to every review within 24 hours
- Add all your services with detailed descriptions
- Upload high-quality photos regularly (aim for 50+ photos minimum)
- Use Google Q&A to answer common questions proactively
Bottom line: Your GBP is a living, breathing sales tool. Treat it like one.
Most home services companies target generic keywords like “plumber” or “HVAC company.” The problem? Those keywords are too broad, too competitive, and too expensive. Meanwhile, your ideal customers are searching for specific problems: “water heater leaking,” “AC not cooling upstairs,” “electrical outlet not working.”
Why this kills your rankings:
- You’re competing with national brands for generic terms
- You’re missing high-intent, ready-to-book searches
- Your content doesn’t match what people are actually searching for
How to fix it:
- Target problem-based keywords (e.g., “leaking faucet repair San Antonio”)
- Focus on service + location combinations (e.g., “emergency electrician Stone Oak”)
- Create dedicated pages for each service you offer
- Use long-tail keywords that match real customer questions
Bottom line: Stop chasing vanity keywords. Target the searches that actually convert.
Over 70% of local searches happen on mobile devices. If your website isn’t mobile-friendly, you’re losing leads before they even call you. I’ve seen beautiful desktop websites that are a nightmare on mobile—tiny text, hard-to-click buttons, slow load times, forms that don’t work.
Why this kills your rankings:
- Google prioritizes mobile-first indexing
- Customers bounce if your site doesn’t load in 3 seconds
- Complicated mobile experiences = lost leads
How to fix it:
- Test your site on multiple mobile devices
- Make your phone number clickable (click-to-call)
- Simplify navigation (3 clicks or less to book)
- Compress images to improve load speed
- Use large, easy-to-tap buttons for CTAs
Bottom line: If your site doesn’t work perfectly on mobile, you’re invisible to most of your market.
Google reviews are the #1 ranking factor for local SEO. More reviews = higher rankings = more leads.
But most contractors either:
- Don’t ask for reviews at all
- Ask at the wrong time (weeks after the job)
- Make it too complicated (sending links via email that get ignored)
Why this kills your rankings:
- Competitors with more recent reviews outrank you
- Customers trust businesses with 50+ reviews over those with 12
- Google sees active review generation as a sign of a thriving business
How to fix it:
- Ask for reviews within 24 hours of job completion
- Send a text message with a direct link to your Google review page
- Make it one-click easy - Respond to every review (good and bad)
- Aim for 5+ new reviews per month minimum
Bottom line: Reviews aren’t just social proof—they’re a ranking signal. Automate the ask.
NAP stands for Name, Address, Phone Number. Google uses NAP consistency to verify your business is legitimate.
If your business name is “ABC Plumbing” on your website, “ABC Plumbing LLC” on Yelp, and “ABC Plumbing Services” on Facebook, Google gets confused—and your rankings suffer.
Why this kills your rankings:
- Inconsistent NAP signals to Google that your business might not be trustworthy
- You dilute your local SEO authority across multiple variations
- Google may not show your business in local search results
How to fix it:
- Audit every online listing (Google, Yelp, Facebook, BBB, Angi, etc.)
- Use the exact same business name, address, and phone number everywhere
- Claim and update all directory listings - Use a tool like BrightLocal or Moz Local to track consistency
Bottom line: Consistency builds trust with Google. One NAP format, everywhere.
Most home services websites have generic content that could apply to any city in America. There’s nothing that says “San Antonio.” Google rewards businesses that demonstrate local expertise. If your content doesn’t mention your service areas, neighborhoods, or local landmarks, you’re missing a huge ranking opportunity.
Why this kills your rankings:
- Google prioritizes businesses with strong local signals
- Customers trust contractors who know their area
- Generic content doesn’t match local search intent
How to fix it:
- Create service area pages for each neighborhood you serve (Stone Oak, Alamo Heights, Helotes, etc.)
- Mention local landmarks, streets, and zip codes
- Write blog posts about local issues (e.g., “Why San Antonio’s Hard Water Ruins Water Heaters”)
- Add a Google Map to your contact page - Include local testimonials with neighborhood names
Bottom line: Show Google (and customers) that you’re a local expert, not a national chain.
Most contractors have no idea what their competitors are doing. They don’t know who’s ranking above them, what keywords they’re targeting, or how many reviews they have.
If you’re not tracking your competition, you’re flying blind.
Why this kills your rankings: - You don’t know what’s working in your market - You can’t identify gaps or opportunities - You’re repeating strategies that don’t work
How to fix it: - Identify your top 5 local competitors - Analyze their Google Business Profiles (posts, photos, reviews) - Check their website content and keywords - Track their rankings monthly - Find gaps where they’re weak and you can dominate
Bottom line: SEO is a competitive game. Know who you’re up against.
Most home services companies fail at local SEO because they treat it like a checklist. They optimize their site once, claim their Google listing, and wonder why leads don’t pour in.
Local SEO is an ongoing system:
- Update your Google Business Profile weekly
- Generate reviews consistently
- Create local content regularly
- Monitor your rankings and adjust
- Track what’s working and double down
The contractors who dominate local search aren’t the ones with the biggest budgets. They’re the ones who show up consistently, optimize relentlessly, and never stop improving.
Want to see where your local SEO stands? I offer free marketing audits for San Antonio home services companies. We’ll review your Google Business Profile, website, competition, and rankings—then show you exactly what’s holding you back.
No retainers. No setup fees. Just results.
Let’s fix your local SEO -
Schedule a FREE Consultation Today!
