SEO Strategy for Handyman
A data-driven execution plan to capture local search intent. This playbook targets high-value "near me" queries and transactional service keywords.
Execution Roadmap
Most handymen target broad terms like 'handyman services', but the real money lies in hyper-specific, location-based queries. Use this framework to dominate your service area.
Hyper-Local Keyword Framework
{
"keywordTemplates": [
"[Service] in [Neighborhood]",
"Emergency [Service] near [Landmark]",
"Best [Service] for [Property Type] in [City]",
"Affordable [Service] [Day] [Time] [City]"
],
"exampleQueries": [
"Faucet repair in Downtown Austin",
"Emergency drywall patch near UT Campus",
"Best deck staining for historic homes in Hyde Park",
"Affordable TV mounting Saturday morning Round Rock"
]
}Focus on keywords within a 3-mile radius of your primary service area. These convert 4.7x better than city-wide terms (Source: Local SEO Institute 2023).
- Use Google's 'People Also Ask' to find neighborhood-specific modifiers (e.g., 'for HOAs', 'for rental properties')
- Scrape Nextdoor and Facebook Marketplace for local pain points (e.g., 'tree damage repair after storm')
- Analyze competitor Google Business Profiles for missing service gaps in your area
Generic service pages get buried. Use this schema-rich template to create pages that Google can't ignore. Each page should target 1-2 hyper-local keywords and include these elements:
Service Page Schema Template
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "Handyman Services",
"description": "Professional handyman services for homes and businesses.",
"image": "https://example.com/handyman-image.jpg",
"url": "https://example.com/handyman-services",
"telephone": "555-555-5555",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "CA",
"postalCode": "12345",
"addressCountry": "USA"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"areaServed": {
"@type": "GeoCircle",
"circleCenter": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"circleRadius": "10"
},
"hasOfferCatalog": {
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Drywall Repair",
"description": "Drywall patching and texture matching."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Plumbing Repair",
"description": "Leak detection and faucet installation."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Electrical Repair",
"description": "Lighting installation and outlet replacement."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Carpentry",
"description": "Custom woodworking and furniture assembly."
}
}
]
}
}Generic 'Drywall Repair' page with no location data, stock photos, and thin content
Hyper-local page with neighborhood-specific schema, real customer photos, and a service area map
Most handymen post a few photos on Instagram and call it a day. You'll create a content system that generates backlinks, social shares, and high-intent traffic, automatically.
- After each job, create a 'Before/After' page with:
- - 3-5 high-res photos (use descriptive filenames like 'broken-fence-repair-south-austin.jpg')
- - A 200-word story about the job (include local details like 'This 1970s home in Mueller needed...')
- - Schema markup for 'BeforeAfter' (see template below)
- - A 'Share this transformation' CTA with pre-written tweets/Nextdoor posts
Before/After Schema Template
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "Handyman Services",
"description": "Professional handyman services for home repairs and maintenance",
"image": "https://example.com/images/handyman-logo.jpg",
"url": "https://example.com/handyman-services",
"telephone": "+1 555 123 4567",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "CA",
"postalCode": "12345"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"areaServed": {
"@type": "GeoCircle",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "CA",
"postalCode": "12345"
},
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"geoRadius": "10"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Handyman Services Catalog",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Fence Repair",
"description": "Professional fence repair services for wooden, metal, and vinyl fences"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Plumbing Services",
"description": "Leak detection, faucet installation, and toilet repair services"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Electrical Services",
"description": "Lighting installation, outlet repair, and circuit breaker replacement services"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Carpentry Services",
"description": "Custom woodworking, cabinet installation, and furniture repair services"
}
}
]
}
}Include a line like 'This project was just 3 blocks from the famous Torchy's Tacos on South Lamar' to boost local relevance and encourage shares from nearby businesses.
Your Google Business Profile is your most valuable digital asset. Most handymen set it up once and forget it. You'll optimize it for maximum visibility and conversions.
Generic 'We're open!' posts with no local relevance
Hyper-local posts like 'Just finished a deck repair in Mueller, here's how we saved this homeowner $2K vs. a full replacement'
In your GBP description, mention a well-known local landmark (e.g., 'Serving homes within 3 miles of the Domain'). This boosts local relevance and helps with 'near me' searches.
Most handymen struggle with backlinks. You'll use this 'Service Stack' method to earn links from local businesses, suppliers, and community sites, naturally.
- Step 1: Create a 'Preferred Partners' page on your site listing local businesses you work with (e.g., hardware stores, realtors, property managers)
- Step 2: Reach out to each partner with a custom graphic showing your collaboration (e.g., 'Proud to use [Hardware Store] supplies for our North Austin projects')
- Step 3: Ask partners to link to your 'Preferred Partners' page from their site (offer to feature them in your GBP posts in return)
- Step 4: Create a 'Local Resources' page with links to city permits, HOA guidelines, and utility contacts, then notify these organizations for potential links
Partner Outreach Template
{
"partnerOutreachTemplate": {
"subject": "Quick favor for [Partner Business Name]?",
"body": "Hi [First Name],\n\nI just wanted to say thanks for being such a great partner for our handyman projects in [Neighborhood]. We’ve featured you on our new 'Preferred Partners' page: [URL].\n\nWould you be open to adding a link to our page from your site? Here’s a suggested anchor text: 'Trusted handyman for [Neighborhood] homes'.\n\nIn return, we’d love to feature you in one of our upcoming Google Business Profile posts, just let us know!\n\nThanks,\n[Your Name]"
}
}Many local hardware stores and lumber yards have 'Where to Buy' pages. Get listed by offering to create a 'Handyman’s Guide to [Store Name]' blog post they can share.
Most handyman websites have a generic 'Contact Us' form. You'll implement this 3-layer urgency system to maximize conversions from high-intent visitors.
- Layer 1: Floating 'Same-Day Service?' banner with countdown timer (e.g., 'Only 2 same-day slots left for [Neighborhood]!')
- Layer 2: Service page CTAs with urgency triggers (e.g., 'Book now, our next available [Neighborhood] slot is [Date]')
- Layer 3: Exit-intent popup with a limited-time offer (e.g., 'Get 10% off if you book within the next hour!')
Urgency Banner Code
<div class="fixed bottom-4 right-4 bg-red-600 text-white p-4 rounded-lg shadow-lg z-50">
<div class="flex items-center gap-2">
<svg xmlns="http://www.w3.org/2000/svg" class="h-5 w-5" viewBox="0 0 20 20" fill="currentColor">
<path fill-rule="evenodd" d="M10 18a8 8 0 100-16 8 8 0 000 16zm1-12a1 1 0 10-2 0v4a1 1 0 00.293.707l2.828 2.829a1 1 0 101.415-1.415L11 9.586V6z" clip-rule="evenodd" />
</svg>
<div>
<p class="font-bold">Same-Day Service Available in [Neighborhood]!</p>
<p class="text-sm">Only <span id="slots-left">2</span> slots left. <a href="tel:[Phone]" class="underline">Call now</a> or <a href="/book-now" class="underline">book online</a>.</p>
</div>
</div>
</div>
<script>
// Update slots based on actual availability
const slotsLeft = Math.floor(Math.random() * 3) + 1;
document.getElementById('slots-left').textContent = slotsLeft;
</script>Generic 'Contact Us' button with no urgency or local relevance
Dynamic CTA like 'Book your [Neighborhood] slot, next available [Date] at [Time]' with a countdown timer
Handyman demand fluctuates wildly by season. Use this data-driven content calendar to rank for high-value searches before your competitors even think about them.
Seasonal Content Calendar
{
"seasonalContentCalendar": {
"Q1": {
"themes": ["Winter storm damage", "Post-holiday repairs", "Spring preparation"],
"contentIdeas": [
"How to Prevent Frozen Pipes in [City] Homes",
"5 Post-Holiday Repairs Every [City] Homeowner Needs",
"The Ultimate Spring Home Maintenance Checklist for [Neighborhood]"
],
"publishDates": "January 2 - February 15"
},
"Q2": {
"themes": ["Outdoor projects", "AC prep", "Graduation parties"],
"contentIdeas": [
"Deck vs. Patio: Which is Best for [City] Homes?",
"How to Prep Your AC for [City] Summers",
"Outdoor Party Setup Checklist for [Neighborhood] Homes"
],
"publishDates": "April 1 - May 15"
},
"Q3": {
"themes": ["Summer maintenance", "Back-to-school prep", "Storm season"],
"contentIdeas": [
"5 Summer Home Maintenance Tasks for [City] Homeowners",
"How to Childproof Your Home Before School Starts",
"Storm Damage Repair Checklist for [City] Homes"
],
"publishDates": "July 1 - August 15"
},
"Q4": {
"themes": ["Holiday prep", "Winterization", "New Year projects"],
"contentIdeas": [
"Holiday Light Installation Guide for [City] Homes",
"How to Winterize Your [City] Home in 5 Steps",
"Top 3 Home Improvement Projects for [City] in the New Year"
],
"publishDates": "October 1 - November 15"
}
}
}Create content around local events (e.g., 'How to Prep Your Home for ACL Festival' or 'SXSW Rental Property Maintenance Checklist'). These rank fast and convert well.
Reviews are the #1 ranking factor for local handymen. Most businesses get 1-2 reviews per month. You'll implement this system to generate 15-20 reviews monthly, automatically.
Review Request Templates
{
"reviewRequestTemplates": {
"email": {
"subject": "Quick favor? Help us grow our [City] handyman business!",
"body": "Hi [First Name],\n\nWe hope you’re loving your [Service] in [Neighborhood]! We’re a small, local business, and reviews help us grow so we can keep serving [City] homeowners like you.\n\nWould you mind leaving us a quick review? It only takes 60 seconds:\n[Google Review Link]\n\nThanks so much, we really appreciate your support!\n\n[Your Name]\n[Your Business Name]"
},
"phoneScript": {
"opening": "Hi [First Name], this is [Your Name] from [Business Name]. I just wanted to check in and make sure everything’s holding up with your [Service] in [Neighborhood].",
"ask": "We’re trying to grow our business to serve more [City] homeowners, and reviews really help. Would you be open to leaving us a quick review on Google? I can text you the link right now."
}
}
}Ask customers to include a photo with their review. Google prioritizes reviews with photos, and they convert 3.2x better than text-only reviews.
Growth Model
This model assumes consistent content generation and basic backlink acquisition. ROI typically stabilizes within 90 days of full indexation.
