I stumble across an article the other day about how Google is beta testing Home Services option. After reading the article, I felt compelled to do a little digging. What Google is testing could be a game changer for small and micro businesses.
What is Google Home services?
Basically from what I can gather its similar to HomeAdvisor or Angie’s List qualified business. Google is using a 3rd party screening company. When you search for plumber San Francisco there are 3 options that show up at the top: “Qualified plumbers serving San Francisco” From there you can select up to 3 companies to receive an estimate for the work.
The company receives an email and can respond back with an estimate or request additional information.
How do you become a “Qualified” business?
They check to make sure you have the proper license and insurance to conduct business in that location. Additionally, they require a background check on all employees that will go to a customers’ residence or place of business.
Additionally, Google checks a companies reputation from online sources. While Google does not list these sources, I would assume, Yelp, Demand Force and Google + reviews are their primary source.
Finally, they indicate that they are going to be using mystery shoppers to spot check businesses.
Why is Google Doing this?
The home services business is roughly around $400 billion a year. Home Advisor, Angie's List, Thumbtack and Yelp primary source of income is from ads and directories focused on the homes services. One exception is Yelp primary is restaurants but added home services and professional services categories a handful of years ago. Basically Google is leaving money on the table and they want their share.
How is this Good for my Micro Business?
Typically to be seen on the first page of Google, you need to hire a SEO company or pay for AdWords, if you are not in a large market or competitive either option really doesn’t cost much. However, if you live in a major metro or its very competitive, such as plumber or locksmith you had to spend a lot of money to be on the first page of Google. Which typically is cost prohibited for micro businesses.
There is still going to be a cost to appear in these spots, I think the cost is going to be less. I personally don’t think you are going to have to be the top company, which is typically the most expensive spot.
How is this bad for my Micro Business?
Well the competition for showing up in the organic (free spots) is going to get a lot harder. I think a lot of companies have really enjoyed the “free” advertising on Google and they will be reluctant to pay Google directly. With this said, I think they might be more likely to pay a local SEO company to help them get onto the first page of Google.
A Good/Bad Side Effect of this.
There is a good and hopefully not to often, bad side effect to this. Once the service has been rendered, Google emails the customer asking them for feedback. The customer then can add a review to your Google+ Business page. The great thing about this is you should start getting customer reviews. The bad thing is you are going to have to watch those reviews closely and respond to all the reviews, even the negative ones.
While this program is in beta testing and there has been no public comment about when this will roll out nation or world wide, I would expect some sort of changes from Google in the come day, weeks or months.
What is Google Home services?
Basically from what I can gather its similar to HomeAdvisor or Angie’s List qualified business. Google is using a 3rd party screening company. When you search for plumber San Francisco there are 3 options that show up at the top: “Qualified plumbers serving San Francisco” From there you can select up to 3 companies to receive an estimate for the work.
The company receives an email and can respond back with an estimate or request additional information.
How do you become a “Qualified” business?
They check to make sure you have the proper license and insurance to conduct business in that location. Additionally, they require a background check on all employees that will go to a customers’ residence or place of business.
Additionally, Google checks a companies reputation from online sources. While Google does not list these sources, I would assume, Yelp, Demand Force and Google + reviews are their primary source.
Finally, they indicate that they are going to be using mystery shoppers to spot check businesses.
Why is Google Doing this?
The home services business is roughly around $400 billion a year. Home Advisor, Angie's List, Thumbtack and Yelp primary source of income is from ads and directories focused on the homes services. One exception is Yelp primary is restaurants but added home services and professional services categories a handful of years ago. Basically Google is leaving money on the table and they want their share.
How is this Good for my Micro Business?
Typically to be seen on the first page of Google, you need to hire a SEO company or pay for AdWords, if you are not in a large market or competitive either option really doesn’t cost much. However, if you live in a major metro or its very competitive, such as plumber or locksmith you had to spend a lot of money to be on the first page of Google. Which typically is cost prohibited for micro businesses.
There is still going to be a cost to appear in these spots, I think the cost is going to be less. I personally don’t think you are going to have to be the top company, which is typically the most expensive spot.
How is this bad for my Micro Business?
Well the competition for showing up in the organic (free spots) is going to get a lot harder. I think a lot of companies have really enjoyed the “free” advertising on Google and they will be reluctant to pay Google directly. With this said, I think they might be more likely to pay a local SEO company to help them get onto the first page of Google.
A Good/Bad Side Effect of this.
There is a good and hopefully not to often, bad side effect to this. Once the service has been rendered, Google emails the customer asking them for feedback. The customer then can add a review to your Google+ Business page. The great thing about this is you should start getting customer reviews. The bad thing is you are going to have to watch those reviews closely and respond to all the reviews, even the negative ones.
While this program is in beta testing and there has been no public comment about when this will roll out nation or world wide, I would expect some sort of changes from Google in the come day, weeks or months.