How to Do SEO for Moving Companies
SEO can be a great way for moving companies to generate leads. Leads are the lifeblood of any local service business, especially movers.
But leads can be expensive. Depending on your market, you might be paying anywhere from $30 to $150 for leads in the moving niche. And if they’re only converting at 25-50%, that means you’re shelling out $60-600 per acquisition. It’s tough to make a $600 customer acquisition cost profitable if you’re booking moves at $800. It’s impossible, really.
Imagine if you could generate those leads for free on a consistent basis.
That’s where SEO brings value to moving companies.
If you’re the owner or marketing manager of a moving company, this guide is for you. This strategy has the potential to blow up your business if you execute on it correctly.
One of our clients in the moving niche grew their business with this exact recipe. We’re generating so many leads for them through organic search that they stopped spending money on ads and started selling leads to other movers in the area because they couldn’t keep up.
Sound like a problem you’d like to have? Us too!
The Landing Pages You’ll Need
If you do a competition analysis for other moving companies in your area, what you’ll likely discover is that many of them having similar landing pages that are generating the majority of their traffic.
The top landing pages for movers are usually service oriented or geo-targeted.
In our experience, the top service oriented landing pages in the moving niche are:
- Local Movers
- Long-Distance Movers
- Commercial Movers
- Residential Movers
- Specialty Movers
- Hourly Moving Labor
You’ll need those pages on your site if you’re expecting to generate traffic in the moving niche in a competitive landscape.
Some of the other service oriented pages you might want are:
- Insured Movers
- Apartment Movers
- High-rise Movers
- Small Job Movers
- Furniture Movers
Then there’s geo-targeted landing pages. If your company operates in a city like Boston or New York, there’s going to be a TON of people looking for local movers in their neighborhoods.
If you’re a moving company in Boston, you’d want to create landing pages for many of the suburbs as well. Ranking highly for “Boston movers” is sure to generate a bunch of traffic, but it’s super competitive and would take years of good SEO to rank there (unless you’re the one who snagged bostonmovers.com, in which case good on ya. The owner isn’t even taking inquiries at less than $2500.).
But that shouldn’t discourage you from investing in SEO. Most of the search volume and conversion value is in the long tail, anyway.
For moving companies, long tail SEO means two things:
- Geo-Targeted Landing Pages
- Keyword modifiers
Here are some examples of geo-targeted landing pages you might create if you were a moving company in Boston:
- Cambridge Movers
- Brookline Movers
- South Boston Movers
- Quincy Movers
And on and on and on!
Before you start building out those pages, though, you’ll probably want to invest some time in keyword research so you’re creating landing pages to service the highest volume neighborhoods.
What Keyword Modifiers to Target in the Moving Niche?
Owners and marketing managers at local service businesses like moving companies face a challenge: What keywords should you optimize your website for?
By keywords, I don’t just mean “local movers” or “brooklyn movers.” Sure, those are great keywords and you should have landing pages to rank for those searches, but what about “professional brooklyn movers?” “Affordable local movers?”
Here’s a list of keyword modifiers to keep in mind as you build out the content on your website:
- Flat Rate
These will all pull in long-tail search volume if you sprinkle them throughout your website (PSA: Do not keyword stuff. This isn’t 2007.)
Content marketing is a great way for moving companies to build their domain authority and relevancy over time. If you can commit to post 2-4 pieces of blog content every month for the next 2-5 years, I promise you will be rewarded by search engines like Google.
Some of the questions Google might ask itself when they rank pages for certain search queries are:
- How authoritative/credible is this website?
- How relevant is this website?
If you can create a base of niche-relevant and geo-relevant content on your website, you’ll become more favorable to search engines over time.
Having good content will also help to generate backlinks and engagement on social media. You can’t lose with content marketing.
Here’s a few topics to get you started:
- 10 Things to Check Off Your Moving To-Do List Before Moving Day
- 7 Things to Do in [Your City] After You Move In
- 18 Reasons to Hire Professional Movers
You shouldn’t necessarily expect to rank these articles or drive traffic through the blog, although that is a welcome byproduct of content marketing. Rather, having a blog with relevant content like this will actually help your service and geo landing pages rank better for their respective target keywords.
Online Reputation Management (ie. Reviews)
It is absolutely imperative for local service businesses like moving companies to procure online reviews from their customers. Even free traffic won’t impact your business if customers aren’t convinced to make an inquiry.
Use social proof in the form of customer reviews to convert traffic into leads.
Reviews can be displayed on your Google My Business profile, on Yelp, or even directly on your website.
Having solid reviews will help you rank higher in local search AND help convert more of that traffic into customers.
Link-Building in The Moving Niche
Google uses your link profile to rank your site for any given search query. Backlinks are like votes of credibility for your business: endorsements, if you will. The more backlinks you have and the higher quality those links are the more authority your domain carries in search.
In the moving niche, leveraging existing customers and reaching out to complimentary businesses can be a great way to build links.
Seasonality in the Moving Business
As the owner of a moving company, you don’t need to be told about the seasonal ups and downs of your business. You know this already.
Still, it’s interesting to see your assumptions validated visually. You can show this graph to your marketing team to help them understand the nature of your business.
So we know winter is a tough time for moving companies. How do you keep your crew busy and keep the leads flowing?
Other Ways to Generate Leads
Our clients in the moving niche have seen the most success in lead gen on these platforms:
- Organic Search
- Paid Search Ads
- Yelp Ads
- Facebook Ads
Paid search advertising through Google Ads and/or Bing Ads can be an effective way for moving companies to generate leads during any season.
Other questions about SEO for moving companies? Just ask!