Unscrupulous locksmiths continue to plague our industry, largely because they are the first locksmiths that pop up when a distraught consumer searches for “locksmith near me” in an emergency. The bad guys have figured out Google algorithms, while some of the good guys struggle to be listed and Google provides little help. What can our industry do?

Taking on a corporate giant is not easy, especially for a small business owner who is busy answering calls, bidding jobs, installing locks, hiring and training employees and making sure invoices are sent, products are stocked and bills and payroll are paid. 

There is some help out there, but finding the RIGHT help can be challenging. (We at Locksmith Ledger understand. We are bombarded with emails and social media messages from all kinds of self-declared SEO experts making wild promises.)

There is also strength in numbers and we are happy to see ALOA and other locksmith associations getting involved.

Our May issue included an overview of some promising legal action by Google that resulted in the removal of one large batch of fraudulent listings and a second article on what locksmiths can do to increase their visibility and gain consumer trust.

A word of caution: Although Google listings are certainly important, don’t be so laser-focused that you overlook all the other free and low-cost ways to market your business to your community.  Personal connections and referrals are still vital.

While a panicked consumer may call the first 24/7 locksmith listing they find, those higher-value commercial accounts are much more likely to do their research. Even residential customers in a non-emergency situation are likely to contact the local locksmith whose name they recognize.

See the “Related Content” section on this newsletter for more helpful marketing-related articles and tips.

Emily Pike