Tips for Generating Residential Solar Leads

Hey guys Doug here

I wanted to create this post and video to help residential solar companies understand and leverage basic local SEO tactics to generate more inbound leads and consistent sales. The process is simple. All it is is writing and building city specific pages that target various solar searches; i.e. “solar installation {city}, solar companies {city}, solar contractor {city}, solar panels {city}”…etc.

This simple SEO strategy isn’t anything revolutionary, and if you’re a digital marketer or SEO you’re probably rolling your eyes, but time and time again I come across residential solar sites with zero SEO strategy in place, essentially wasting their pages’ very existence. By building local SEO pages that target solar contracting in every city of your service area, you’re:

a) increasing brand visibility
b) increasing search traffic (once you’re on the first page)
c) adding more geo relevance to your site overall
d) increasing lead forms and calls from people already in your service area
e) putting all those hard earned backlinks to use with an on-page strategy

The steps to build these pages are simple.

1. Page Outline

Using keyword research to outline your page to rank for multiple iterations of the same keyword or “ad group”. Or emulate a competitor’s city page. Be aware of over optimization, learn about keyword densities or you can risk penalties.

2. Page Template

Taking the time to design out a Page that converts and can be replicated for all our city pages. We like to put our conversion oriented content above, and create an expand/hide div for our SEO text. Some best practices at a glance include:

  • CTA Above the Fold
  • Appointment Scheduler Sidebar
  • Lead Magnet or Guide in Exchange for Email
  • Messaging: Who are we speaking too? What is our offer?
  • Multiple Calls to Action
  • Trust Icons
  • Credible Testimonials
3. Google Maps Verifications & Optimization

Wherever you have a physical office that can receive mail, you likely already have your Google My Business Listing (aka Google Maps Listing). Get this ASAP if you haven’t already. Once verified, we can now we can begin to rank this in the 3 pack for our various key terms. We’ve been adapting a really powerful strategy with one of our vendors who can obtain verified GMB listings without a physical address. We designate the listing to showcase a service area rather a POI (point of interest).

Getting a map listing is huge. Once we have a verified listing we can begin communicating all sorts of geo relevance back to our local page like building local citations, optimizing photos, a new brand network links specific to a city and begin to take over the first page for key solar searches with our brand.

4. Adwords Hacks – Bidding on A Competitor Brand

A lot of solar company brand names get considerable search volume. Often more than basic local searches. We know these are targeted searches because people are researching a specific brand. The commercial intent is there. An easy way to grab this high commercial search intent is by bidding on competitor’s brand name. Often these are at much lower cost per clicks, and with a compelling landing page with a targeted offer, can be extremely effective in stealing quality leads. This isn’t revolutionary but a super effective and quick to get off the ground. We use SKAGs Adwords methodology to build all our PPC campaigns.

To learn more about how to build one of these campaigns contact us.

Would You Like Feedback On Your Residential Solar Marketing?

We provide detailed In-bound Lead Generation Blueprints specific to your commercial solar firm. Request a Blueprint or Schedule a Call with Doug.

Transcript:

Hey, guys. Doug here with Simple Tree. I wanted to walk through a local SEO strategy that’s so easy to implement and not many residential solar firms are really using, or even commercial solar firms, but this search really works well for residential solar. It can be super easy to implement, and it’s a really low-hanging fruit that’s easily capitalized on. All it is, what I mean by local SEO, is just building out a page that targets a specific city, all for these various search terms. You can see here, these guys are doing this exact strategy, and you can see all their other city pages here, which has been working really well for them. Really, all it is to develop these pages, you can just reverse engineer what your competition is doing. You can see they’re pretty light on optimization here. You don’t need a whole lot to start ranking for these, but obviously, Houston’s a bit more competitive. You’re going to need some local backlinks, some geo-relevant and niche-relevant backlinks built to your entire domain and even the specific city page.

You can see here, there’s also a lot they can do to improve on, which we’ll go over in a bit, but right here, it’s just a quick example. It’s some keyword research we’re using to build out some of these pages. This is just exported from Google AdWords’ keyword planner. It really gives you a robust look at all the potential keywords to start going after, and maybe how to write pages to start targeting multiple keywords like this. You can see, we just color-coded these to help segment these topics, and this is just for the state of Colorado. You can do it statewide, nationwide. It really depends, but really, it would just be developing city pages that essentially duplicate this template. You’re going to want to make these all slightly unique, of course, but you get the picture. Once you have this basic template, here’s a template we wrote out for one of our clients for commercial solar. It’s really just structuring out overall what we’re trying to describe and what we want this page to rank for, and then we go in and have our writers fill in the gaps here.

For the residential local searches, it’s even simpler, especially for these maybe lower population cities and suburbs where competition really won’t be too intense, but you can still get some really easy wins. Supplementing on top of that would be ranking your map strategy, getting your map listing to rank with these local pages. If you have a verified map listing tied to these locations, you’re going to be a really powerful—you’re going to be able to come with a lot of ammunition to rank, because you have this map listing tied with your local page. Really, there’s some obviously quite a bit of strategy required into ranking these into a three-pack. It’s very competitive. You can see it has a lot to do with reviews and other local SEO tactics, but it can be done. It’s not impossible. My solution to you residential guys is, go out there and start building out these pages that target every city in your service area.

These are going to be really low-hanging fruit, especially for the non-competitive cities. Yeah, sure, the search volume won’t be there compared to a major city, but over time, these aggregate. That brand visibility does build over time, and you’re going to start generating calls. Beyond that, we have a service that can get verified map listing without requiring a physical address. This can be really huge for someone looking to scale their inbound leads because you can just grab a map listing, optimize it, build out your local page, time some local data to communicate with the both of them, and among a host of other things to get these to rank, which we’d be happy to walk through some of these tactics, but really, that’s the strategy, is getting your local visibility up there by building unique city pages and tying in a map listing to couple with that.

That’s going to be huge. These are the main call generators getting this kind of visibility. Beyond that, for low-hanging fruit, just start bidding on competitor key terms. Obviously, we know keywords like solar companies, solar installer, solar panels are going to be higher up there, but if you can start bidding on your competitors’ key terms, you’re not going to see as high of cost per click costs. We know the search relevance is going to be there because people are clearly looking for solar installation. They’re looking at competitors. That’s a really easy way to hack that visibility there, is using an AdWords campaign to go after your competitors. I’ll try to keep this short, but that’s really the gist of it. I’d be happy to explain to you more in-depth and give you a more concrete strategy of how to implement this and optimize it. Thank you. Let me know if you have any questions.