Mastering the Logistics of Local SEO for Movers

Are you running a moving company? Think local: Even if your services range far and wide, an important share of your prospective clients live or operate in your neighborhood. For this reason, it’s not enough to ace SEO on a global scale. For a moving company, local SEO plays a crucial role in generating leads and profit. In this article, we’ll address various concerns you might have about local SEO for movers. We’ll walk you through the list of online marketing activities you should consistently do well to rank higher in local search, as well as the various ways a sound local SEO strategy can help you tackle the challenges unique to the moving industry. 

Frequently asked questions about local SEO for movers

Why is local SEO important for my moving business? 

According to recent US Census data, more than one in ten Americans pack up and move every year. That amounts to some 28 million people throughout the country, presenting a robust business opportunity for the moving industry. 

Though the rate of movers dropped slightly in recent years, it’s still well over 10 percent. 

Whether it’s an individual household or a business planning a move, by default, they’ll Google movers in the area. They’ll probably look no further than the top few search results, or the 3-Pack. Even within these coveted top-three organic results, there are giant differences in clickthrough rate. Data shows that the typical CTR drops to half from first to second result, and by another 50 percent from second to third. Therefore, it makes sense to invest in local SEO for movers. 

How can my moving business make it into the top results in local search? 

The three main factors that Google considers when ranking results in local search and on Google Maps are Relevance, Distance, and Prominence. Relevance refers to how closely a company’s details match the search terms. Precise matches rank higher than partial ones. For instance, if someone Googles same-day movers in their vicinity, moving companies that include “same-day services” in their description will be listed ahead of generic movers. 

Distance also influences local search rankings: the closer a business is situated to the user conducting the search, the more likely it is to make it into the top results. 

Prominence, or how well-established a business is, depends on multiple local SEO elements: the number of citations in online directories; the relevance of the content on its website; the number and quality of local backlinks; the number and general sentiment of customer reviews. Invest some time and legwork in these aspects of local SEO for movers, and your moving company will likely rise in the ranks of Google search and Maps results. Ultimately, it might even show up in the 3-Pack of the local search. 

Pin this: Semrush Local’s Map Rank Tracker tool helps to track your moving company’s ranking for the target keywords of your choice within a grid of map pins in your area. 

Which local search keywords should my moving business rank for? 

There is a wide range of search phrases people use when planning a move. Besides “movers near me”, some will Google specific moving categories (like “commercial movers'') or various moving services (such as “white glove movers”). Others might be looking for advice on moving-related issues, like how to pack fragile items. If you don’t rank for such a variety of keywords, you could be missing out on potential clients. 

Consider carefully what search queries your website could provide relevant answers to–in other words, which keywords best characterize your profile and services. Also take into account the popularity of each keyword, as this can influence the difficulty of ranking higher in that search. Long-tail keywords are generally less competitive. Local SEO tip for movers: Be sure to include keywords with a local aspect (say, “moving company in Denver, CO”), as these can make your business visible to potential clients near you.  

Generate ideas: The Semrush Keyword Magic Tool helps you with your keyword research by giving you keyword suggestions, along with search volumes and difficulty percentages for each. 

How can I ensure local visibility for my moving company?

Moving involves an exhausting laundry list of to-do’s. Choosing the right movers is just one of these—no wonder people try to get it done as quickly as possible. So it’s an enormous competitive advantage if your moving company is easy to find. Business listing management is a central element of local SEO for movers. Online directories are a convenient shortcut to getting in touch with your business, as they show all your contact details at a glance. When your business name, address, and phone number (NAP) are exactly the same across all online directories and listings, search engines see this as a sign of reliable information. This builds trust with potential customers and can boost your ranking in local search results. As a business, you should aim to be present in as many authoritative local directories as possible. Make a consistent effort to keep your business listings up to date and accurate across the board, as even a typo could result in lost prospects.

One dashboard for all: Semrush Local’s Listing Management tool can automatically distribute your moving company’s contact details to the most authoritative directories. You can even sync it with your Google Business Profile using Semrush Local’s Google API. 

Since Google has become synonymous with search, the Google Business Profile (GBP) is perhaps the most valuable asset of local SEO for movers. Besides being the go-to online directory for most prospective customers, it gives you key insights into the visibility and performance of your moving business. 

If you haven’t already, claim this space and optimize it so your moving company stands out among its competitors. As in other online directories, update your NAP data. Add one or more business categories your moving company falls into—like Logistics, Transportation, Packing, Removals, etc. Then provide an accurate description of your services using relevant keywords. Aim to craft a well-rounded, easily readable, engaging paragraph instead of just piling keywords on each other. If this feels like a tall order, try the Semrush GBP Description Generator to get a free, AI-powered, search-optimized business description. Optimizing your website’s content for local SEO is also a must if you want your moving company to be a household name in your area. Once you’ve got your keyword research sorted, use the resulting shortlist of search terms as a base for building your content. 

Keyword ideas for movers generated by the Semrush Keyword Magic Tool 

Aim to produce content that resonates with your local audience and shows prospective clients that your business understands the community. Whatever your target keywords, remember it’s a good idea to include location-specific keywords, like “moving services in Austin, TX”, or locally relevant long-tail keywords, like “piano movers in Oberlin, OH”. 

Backlinks from established local websites such as news portals, community pages, or online directories can further strengthen a moving company’s local SEO. These referrals signal to visitors on your site that your business is a well-regarded element of the local network. Google also favors websites with relevant backlinks, so these will rank higher in search results. Do you have partnerships with other local businesses or organizations, like real estate agencies, home renovation companies, or storage facilities? Have you considered participating in local events like fairs or conventions as a logistics partner? These could all provide opportunities for earning valuable local backlinks. 

The top five challenges for a moving company local SEO can help to overcome

Competition with large-scale movers

Wherever you operate, cutthroat competition is probably your number one challenge. Local movers compete not just with each other, but with large moving companies present in every part of the country. But that doesn’t mean you can’t get your fair share of the market. Leverage your Google Business Profile to differentiate yourself from competitors, large and small. Use long-tail keywords to specify: 

• your profile (residential or commercial); 
• your range (local, long distance, or cross country); 
• and any specific services that could set you apart—for instance, if you’re an expert at moving antiques, fine art, heavy items, or technical equipment; if you also offer packing and unpacking; and so on. 

Demand for moving services is seasonal.

As you know, moving trends follow a seasonal pattern. Demand for moving services is the highest during the warm months and especially at the end of the academic year. However, a well-honed content strategy can help to even out this fluctuation in demand. 

The heat map of the peak moving season by online mover marketplace Movinglabor.com

To make the most of the busy period, optimize your content for seasonal keywords related to moving, like “summer relocation checklist”. To boost your online presence during the slow season, focus on evergreen keywords that are relevant to your audience whatever the weather. 

Looking for a local moving company often starts offline.

Some potential clients come across your moving business even before they grab their phones to Google movers nearby. Maybe the neighbors recommended you, or they saw the company name on your van. These valuable prospects tend to skip online search and seek out your site directly. But if your SEO isn’t up to scratch, they won’t be able to find it, and they’ll choose a competitor instead. To minimize this risk, make sure your business listings appear in local online directories, and that your contact details are consistent and up to date. Again, this is where Semrush Local’s Listing Management Tool can come handy. 

Choosing a moving company requires trust.

It’s not just microwave ovens and color TVs. When it comes to moving antiques, musical instruments, and other fragile or valuable items, clients need to feel comfortable handing you the reins. To find a local moving company they trust, people rely heavily on social proof. Positive reviews can reassure them that their valuables, including their cello or china, are in good hands. Therefore, whenever your moving services earn the satisfaction of a customer, ask them to leave a review on the review platform you value the most for your local SEO efforts. 

Mixed bag: Review summary on a Google Maps search result page

Semrush Local’s Review Management tool allows you to monitor all your reviews, positive or negative, across a large set of influential review sites. You can also reply to reviews on Google directly from its dashboard. 

High customer involvement

Moving is inherently stressful. No matter how well you do your job, some customer concerns and complaints are inevitable. That’s why reputation management is a crucial element of local SEO for movers. If you get a nasty review, be sure to respond to it in a timely and constructive manner. Doing so will enable you to defuse the tension, so you can prevent negative feedback from deterring new customers. If diplomatic dialogue is not your strongest point, you can always fall back on AI Auto-Reply, a feature of Semrush Local’s Review Management tool. It identifies reviews’ sentiments and automatically generates appropriate responses.