What We Learned at the USEO Conference: Actionable SEO Tips for Home Service Businesses
I just got back from the Local USEO Conference in New York City with our team at Big West Marketing, and I couldn’t wait to share the most valuable insights with you—especially if you run a home service business. I brought along Leah Zins, our Web Design & Onsite SEO Director, and Wendy Moon, our SEO Director, and together we gathered real, data-driven strategies that you can actually use.
In this post, you’ll get an in-depth breakdown of what’s really working in SEO right now (and what’s a waste of time and money). We’ll dive into backlinks, the Google Local Filter, website content strategies, and some powerful tips you won’t want to miss—including updates on Google reviews and a surprising Yelp fix. Let’s dig in.
Backlinks: What Works, What Doesn’t, and Why Quality is Everything
Backlinks are often misunderstood and frequently oversold. In plain terms, a backlink is just a clickable link from one website to another. It’s a major trust signal to Google—when another website links to you, Google takes that as a sign your site might be worth ranking.
But here’s the catch: not all backlinks are created equal.
What Joy Hawkins’ 3-Year Study Revealed:
Joy Hawkins from Sterling Sky conducted a multi-year, data-backed study on backlinks—and the results might surprise you.
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Guest Blog Post Links Don’t Last: The study found that purchasing backlinks from guest blog networks typically results in a temporary ranking boost for about 30 days—after which rankings drop back to where they were (or worse).
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Google Sees Through the Noise: Even expensive “high-quality” guest post links aren’t effective if they’re part of a large blog network. Google is smart enough to detect low-value or manipulative links.
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Backlinks Have a Shelf Life: Even good backlinks start losing their effectiveness after about 10 months. To maintain rankings, you need fresh, high-quality links at least once a year.
🔑 Takeaway: Focus on earning fewer high-authority links from reputable sources. Avoid bulk backlink packages—they’re not worth the cost and could even hurt your rankings.
The Google Local Filter: Why Your Business May Be Getting Hidden in the Map Pack
Ever wonder why your business isn’t showing up in the local three-pack, even when you’re doing everything right?
You might be caught in the Google Local Filter.
What It Is:
Google will filter out one of two businesses that are too close to each other physically and serve the same category. Only one gets to show in the map results—even if both are optimized.
Example: If two carpet cleaning companies share an office building, one may be filtered out entirely—even if both are legitimate.
What Doesn’t Work:
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Changing suite or unit numbers won’t help. Google ignores them entirely.
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Stuffing additional service categories won’t fix it, especially if they overlap (like “carpet cleaning” and “rug cleaning”).
How to Fix It:
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Move the Map Pin (if you’re in a commercial location)
You can manually shift your Google Business Profile pin more than 200 feet away, which may allow you to show up again. -
Change Your Official Business Name (Legally)
If your name includes the service you want to rank for, you’ll have a better chance.
Example: Instead of “John’s Home Services,” use “John’s Electrical Services.” -
Relocate Your Business
Yes, it’s a big step. But if ranking in the map pack is your priority, a physical address change—especially to a location Google already favors—can pay off long-term.
✅ Pro Tip: Book a free consultation with Big West Marketing. We can help you choose an address that Google wants to rank.
Website Content: What Google Wants, and What Most Sites Are Getting Wrong
Content isn’t just about throwing words on a page anymore. According to SEO expert Greg Gifford, Google’s latest updates reward helpful, relevant, and localized content. And if your site isn’t meeting those expectations, you’re missing out.
Here’s What to Do:
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Every service should have its own dedicated page.
If you want to rank for EV charger installation in Portland, don’t bury it on your homepage. Create a detailed, keyword-optimized page for that exact service in that exact city. -
Use Frequently Asked Questions (FAQs)
Think about the real questions customers ask you. Add these to every service page—and answer them clearly. We’ve made this a core part of our content strategy at Big West. -
Avoid Keyword and City Stuffing on Your Homepage
Listing every city you serve in your homepage title tag is not only outdated—it can hurt you. Instead, create unique city pages with localized content, images, and testimonials.
5 Quick Tips That Boost Rankings (and Conversions)
Here are five golden nuggets from conference speakers that you can apply today:
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Add a Calculator
Google loves interactive content. Whether it’s a solar savings calculator or an SEO ROI calculator (we built one for free using CalcOn.com), this kind of tool increases time on site—and rankings. -
Include Case Studies
Tell success stories with real numbers, timelines, and outcomes. Even without video, a detailed case study builds trust and signals authority. -
Talk About Pricing
No, you don’t need to post your full price list. But give visitors a range or explain your pricing process. Google rewards transparency and helpfulness. -
Use Microcopy for Conversions
A simple phrase like “Takes 30 seconds or less” below your call-to-action can significantly increase clicks. Test it on your buttons, forms, and service pages. -
Watch Your Reviews
Fake reviews are about to become a real liability. Google is working on “business shaming” alerts—a visual warning that can appear on profiles caught gaming the system. Don’t risk it.
Bonus: The Real Reason Yelp Hides Your Reviews—and How to Fix It
If Yelp is hiding your legitimate 5-star reviews, here’s why:
They’re from inactive users—people who left you a review but haven’t used Yelp for other businesses.
The Fix (from Greg Gifford):
Ask those customers to:
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Leave a few reviews for other businesses (like restaurants or stores)
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Re-engage with the Yelp platform in general
Once Yelp marks them as active again, their review for you is more likely to be unfiltered and visible.
Final Thoughts
The SEO landscape for home service businesses is changing—and fast. Google is smarter, users are savvier, and cookie-cutter SEO just doesn’t cut it anymore.
If you’re serious about ranking in your local area, now’s the time to:
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Build better backlinks (not more)
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Understand how your business address affects your visibility
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Publish content that answers real customer questions
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Optimize for both SEO and user experience
Want help putting this into action?
Book a free consultation with Big West Marketing and let’s talk strategy tailored to your service business.
