Ever wonder why some businesses pop up at the top of Google while others remain invisible? It’s not just luck—it’s SEO.

But let’s face it: it’s hard to know where to start. Local and national markets can feel crowded every time we search online. With a business to run, you need a way to cut through the clutter of digital communications to reach current and future customers.

Plenty of people are out there with “the answer” or a quick fix to bring in new leads, but there are a few things to keep in mind as you consider your options. Everything we talk about here can be done without any help from me or a paid service.

What is SEO and Why Does It Matter?

Search engine optimization, or SEO for short, is the process of improving your website to appear higher up in search engine results when people search for services like yours. Put simply, SEO is all about making sure that when someone is looking for “industrial laundry services” or “restroom cleaning supplies” online, your business is likely to be found.

How SEO Works

Think of it as making it easier for search engines like Google and Bing to understand and trust your company and what you do. Search engines want to know if your website has the right keywords, quality content, and local information to serve the best content to their users. After all, like you, search engines are businesses that want their users to come back. Google, Bing, and the like prioritize websites that are well-organized, credible, and relevant to the search.

Why does SEO matter for Local B2B Services?

I’m just going to call it like I see it. Most B2B services just aren’t that visible. You’re often behind the scenes, ensuring your customers have what they need to do their work. In my industry, industrial laundry and facility services, we do our work in the wee hours when no one’s there to see us do what we do, ensuring that our customers can do what they need to do. We have suppliers in our industry that do the same behind the scenes for us. It’s beautiful, but it just isn’t visible.

Though many of the relationships in the B2B world are built person-to-person, having a digital presence confirms your authority and capabilities in a competitive market. When people search online to confirm services or for service territories or more information, you need to be found.

A strong SEO strategy helps you:

• Attract Local Clients: SEO helps you show up in local search results, meaning more visibility to the businesses in your service area that are actively searching for providers like you.
• Build Brand Awareness: Even if a potential client doesn’t click your website link right away, appearing in the top search results helps them recognize your brand and see you as an established player in the industry.
• Stay Competitive: Many B2B service businesses still rely primarily on traditional marketing and haven’t spent much time on their websites. By making a few quick optimizations to your online presence, you can really stand out in a positive way.

SEO Elements

It’s easy to get caught up in everything SEO-related when exploring this topic. In fact, I scrapped a lot of my content, saving it elsewhere to create some future blogs in which I’ll take a deeper dive into SEO. Today, we’ll focus on the building blocks of SEO and hopefully start moving you toward a stronger online presence right away.

Keywords Matter

Here’s a marketing thought from my industry: Imagine a business manager searching for “uniform rental services” or “restroom product services near me.” If your website includes these terms, you’re more likely to show up in their search results. Use keywords as a bridge to connect your business with people actively looking for your services.

How to Get Started with Keyword Research

To keep things simple, start by brainstorming terms and phrases you believe customers would use to find your services. Here are a few questions to consider:

• What are the exact services you offer? (For example, “linen rental,” “office supplies,” or “office cleaning services.”)
• Are there specific industries you serve? (For example, “linen service for healthcare” or “office supplies for law firms.”)
• Are there regional or local terms that might apply? This can cut two ways: Local search (e.g., “Indianapolis industrial laundry service” or “office cleaning in St. Louis”) and local terminology or preferences (e.g., denim vs. jeans or restroom vs. washroom).

Looking into these areas, you can easily develop a list of basic keywords tailored to your business and location. It doesn’t have to get more complex than that.

Keyword Research Extra Credit

For those itching to take a deeper dive on their own, there are a few tools available that make keyword research easier and more accurate:

• SEMrush: A comprehensive tool for researching keywords, tracking competitor keywords, and analyzing website traffic.
• Moz: Known for its user-friendly interface, Moz offers a Keyword Explorer that helps identify popular terms, analyze search volume, and suggest related keywords.
• Ubersuggest: A straightforward, affordable option for small businesses, Ubersuggest lets you search for keywords relevant to your industry and provides data on monthly search volume and competition.
• Google Keyword Planner: If you have a Google Ads account, you can access their free keyword planner. While it’s designed for PPC ads, the principles involved are what you need for SEO.

By using any of these tools (and others, this list is far from exhaustive), you can pinpoint the most popular keywords and identify new terms you might not have considered before. This insight can be invaluable as you work to optimize your website and attract the right kind of traffic.

Starting Point: Go Local

For many industrial laundry and facility service companies, local keywords are, well. . . key. To get started immediately, add your location to your main keywords, like “sign-making service in [City]” or “[Region] uniform rental.” Simple local keywords help you attract clients within your service area, giving you a simple yet effective advantage in local searches.

On-Page SEO: Making Your Website Clear & Relevant

Once you’ve identified your keywords, it’s time to put them to use on your website.

On-page SEO refers to optimizing various elements on your website so that search engines—and potential customers—can quickly understand what your business offers. While keywords are essential, what really matters is how you use them to create content that’s helpful, informative, and easy to read.

What Is On-Page SEO?

On-page SEO involves fine-tuning individual pages on your website to improve their relevance and search visibility. It includes everything from your website’s words to how your pages are structured. The goal is to ensure that both search engines and human visitors find your content valuable and easy to navigate.

Creating Natural, Keyword-Optimized Content

In the early days of SEO, simply packing a page with keywords could boost rankings. But today, search engines are smarter and prioritize quality over quantity. Here are some tips for optimizing your content in a way that feels natural and aligns with your industry’s relationship-driven approach:

• Use Keywords Naturally (In Other Words, Don’t Go Crazy): Write with your customers in mind first. Mention your keywords in key areas like the page title, headings, and the first paragraph, but always in a way that flows naturally. For example, if you’re a uniform rental company in Seattle, you might say, “Our Seattle uniform rental service provides high-quality options for health care and hospitality businesses.”
• Optimize Your Titles and Descriptions: Titles and meta descriptions are the first things people see when your website appears in search results. Create clear, concise titles that include a keyword or two, and use the description to summarize the page content. For example, a page title could be “Linen Rental Services for Minneapolis Restaurants,” with a description like “We provide high-quality linen rental and laundering services to restaurants in the Twin Cities area.”
• Focus on User Experience: Google values websites that provide a good user experience. Make sure your pages load quickly, are easy to navigate, and work well on mobile devices. A clean, accessible website makes it easier for visitors to find what they’re looking for, which can lead to longer visits and more engagement.

Key On-Page Elements to Optimize

1. Headings (H1, H2, etc.): Use headings to break up content and make the page easy to scan. Place keywords in headings where they make sense but avoid forcing them. Think of headings as signposts that guide readers through the page.
2. Images and Alt Text: If you include images (e.g., of your facilities or services), use descriptive file names and add alt text with keywords. For example, if you’re showcasing an image of your team at work, the alt text could be, “A-1 Laundry Services team providing laundry services for Memphis health care facilities.”
3. Internal Links: Link to other relevant pages on your website. For instance, if you mention “floor mat rentals” on your main services page, link to your dedicated floor mat rental page. This helps visitors explore your site while also improving search engine indexing.

[h4] Optimize Your Homepage and Top Pages

Review key pages on your website—such as your home page and service pages—to get started with on-page SEO. Ensure they clearly describe what you do and naturally include a few main keywords. A few thoughtful adjustments can go a long way in improving your site’s visibility without compromising the integrity of your content.

Local SEO: Your Connection to Your Customers

I know I’m hammering this in quite a lot, but local SEO is one of the most impactful ways to reach potential clients. It helps your business appear in search results when someone in your area looks for the services you offer. By focusing on local SEO, you can ensure your business is visible to those who need your services the most—right in your own community.

Why Local SEO is Essential for Service-Based Businesses

Many customers searching for your services prioritize businesses that are nearby, reliable, and easily accessible. When you optimize your website and online profiles for local search, you make it easier for local businesses to find and choose you. Local SEO doesn’t just help you show up on Google; it also builds trust by showing potential customers you’re a reputable provider in their area.

Claim and Optimize Your Google My Business Listing

One of the easiest and most effective steps to improve your local SEO is to claim and optimize your Google My Business (GMB) listing. GMB is a free tool from Google that allows you to manage how your business appears in local search results, including Google Maps. An optimized GMB profile can significantly increase your visibility and bring more traffic to your website and physical location.

Additional Local SEO Tips

Aside from GMB, and putting your locations serviced on your website and within the copy, there are a couple of other ways to improve your local SEO:

• List Your Business on Other Directories: Submit your business to other reputable online directories such as Yelp, Bing Places, and industry-specific directories. Consistent business information across these platforms strengthens your local SEO.
• Create Locally Relevant Content: If you have a blog, write about topics that matter to your community, such as seasonal cleaning tips or local industry news. This can help your website rank for local searches and show that you’re attuned to your area’s needs.

Start Your SEO Journey Today

Understanding the basics of SEO is the first step toward making your business more visible to local customers. By focusing on keyword research, on-page SEO, and local SEO, you’re laying a strong foundation that will help connect you with businesses in your community that need your services.

To get started, take some time to brainstorm keywords that reflect what you offer and the areas you serve. Next, optimize your website with these keywords in a natural, reader-friendly way. Finally, claim and update your GMB profile to ensure potential clients can find you when they search for nearby services.

SEO doesn’t have to be overwhelming. With a few simple steps, you’ll be on your way to attracting more clients and growing your business. Feel free to reach out if you’re ready to dive deeper or want tailored guidance on crafting an SEO strategy that aligns with your specific business goals. We’re here to help make marketing work for you!