# How It Works

> See how Local Howl’s local SEO process works: a Howl IQ audit of your keywords, map rankings and competitors, then a roadmap of what to fix first.

Canonical: https://www.localhowl.com/how-it-works

LOCAL SEO. LESS GUESSWORK.

# “WE’RE good.”

*But how would you know
what you’re missing?*

Your crews are busy. The bills are paid. Expanding might not feel worth it. But before you decide, see where customers are finding your competitors instead of you.

**Howl IQ** gives you a **full local market audit:** where you rank on Google, who’s ahead of you, and what those competitors are doing to get found.

We turn those insights into a custom local SEO roadmap built to increase your visibility and drive **more calls, website visits, and bookings.**

SHOW ME WHERE I STAND → See how it works ↓

Don’t worry. We don’t just hand you homework.
We’ll do the work with you. Or for you.

YOU HANDLE THE REAL-WORLD PROBLEMS.

![Real map ranking scan for plumber near me in Woodway](/wp-content/uploads/lh/site/how-it-works/assets/map-plumber-tight.webp)

WE LOOK AT THIS PART.

![10-mile scan. Can customers find you?](/wp-content/uploads/lh/site/how-it-works/assets/ten-mile-sticker.webp)

![Found you. Sort of.](/wp-content/uploads/lh/site/how-it-works/assets/stamp-found.webp)

01 / SERVICES & SERVICE AREAS

## FIRST, WE FIND YOU.

The services you provide. The cities you want to target. We choose the searches that connect what you do with where you want more customers.

![Midjourney editorial scene of a plumber working under a sink](/wp-content/uploads/lh/site/how-it-works/assets/midjourney-plumber.webp)

BUILT AROUND THE WORK YOU ACTUALLY DO.

01

### The right business.

Confirm your profile, website and contact details.

02

### The right places.

Your service area, not a city you’ll never drive to.

03

### The right searches.

What people type when they need what you do.

Same job. Different searches.
Some get searched a lot more.

![Homeowner searching on a phone in a kitchen](/wp-content/uploads/lh/site/how-it-works/assets/keywords/homeowner.webp)

SAME BROKEN AC. DIFFERENT WORDS.

HOWL IQ / LOCAL KEYWORD RESEARCH

## PICK THE WORDS. *People actually use.*

You call it [HVAC](/hvac-seo). They might type “AC repair,” “furnace repair,” or just “HVAC near me.” Same kind of help. Different ways to ask for it.

We check the services you offer, the cities you want, and the demand behind each phrase. Then we agree on the searches worth tracking.

Nobody Googles exactly like you. ↙

### Same job. Three ways to search.

One HVAC market from Howl IQ. We group searches by how customers ask for help, then check the volume behind each one.

01 / CITY IDENTIFIER

### “In my city.”

They name the service and the place. We match those city searches to where you actually want to work.

VOL

- AC repair Denver **1,000**
- HVAC service Denver **390**
- HVAC contractor Denver **260**

ESTIMATED MONTHLY SEARCHES

02 / NEAR ME

### “Who’s nearby?”

They want someone close enough to help. The search location matters, so we look across your target area.

VOL

- AC repair near me **1,895**
- furnace repair near me **1,895**
- HVAC near me **1,263**

ESTIMATED MONTHLY SEARCHES · LOCALLY ADJUSTED

03 / BEST NEAR ME

### “Who’s worth calling?”

They add “best” to the search. We check these too, without assuming that one extra word means more demand.

VOL

- best HVAC service near me **28**
- best AC repair near me **11**
- best HVAC near me **8**

ESTIMATED MONTHLY SEARCHES · LOCALLY ADJUSTED

People are searching in Denver.
Every month. ↗

ONE WORD CAN CHANGE THE PICTURE

### A top-three spot. For which search?

In this audit, “AC repair near me” has a volume estimate of 1,895. Add “best,” and it’s 11. Ranking well for a quiet phrase can look impressive while missing a much busier search.

AC repair near me **VOL 1,895**

best AC repair near me **VOL 11**

One extra word.
A whole lot less searching. ↖

Source: Semrush API, accessed through Howl IQ on October 7, 2026. These are estimated monthly search volumes. “Near me” figures are adjusted to the local market. Search volume is not a count of calls or a guarantee of traffic.

### THE RANKING IS REAL.

*The audience? Missing.*

“Guaranteed top 3” sounds great.
Until you ask: **For what searches? In which locations? And is anyone searching?**

Before you celebrate a ranking, check the keywords, estimated search volume, and whether those searches match the jobs you actually want.

**No straight answer?** *Run.*

![Sham-Howl! A wolf pitches an SEO cloth tagged 0 searches. But wait… there’s less!](/wp-content/uploads/lh/site/how-it-works/assets/sham-howl-sticker.webp)

FOOD FOR THOUGHT / KEYWORDS

## THEY DON’T KNOW YOUR NAME. *They know what needs fixing.*

If they already knew your business, or had a go-to company, they might Google that business name. These searches tell a different story: people looking for a solution, without naming who should provide it.

COMBINED VOL / MONTH **8,370**

Across all 11 keywords in this Denver HVAC audit.

That’s a lot of chances to be considered. For a small business, turning even a share of that demand into the right calls and booked jobs could make a meaningful difference.

**First, get found for the work you actually want.** Then give people a reason to choose you.

See the keyword math ↗

| Keyword | VOL / month |
| furnace repair Denver | 1,300 |
| AC repair Denver | 1,000 |
| HVAC service Denver | 390 |
| Denver HVAC | 320 |
| HVAC contractor Denver | 260 |
| AC repair near me | 1,895 |
| furnace repair near me | 1,895 |
| HVAC near me | 1,263 |
| best HVAC service near me | 28 |
| best AC repair near me | 11 |
| best HVAC near me | 8 |
| Combined keyword estimates | 8,370 |

Source: Semrush API, accessed through Howl IQ on October 7, 2026. City searches: 3,270; near me: 5,053; best near me: 47. This is the sum of estimated monthly keyword volumes, not 8,370 unique customers. Searches may overlap; visibility, clicks and booked jobs are separate measures.

![Wolf relaxing in a bathtub overflowing with U.S. dollar bills](/wp-content/uploads/lh/site/how-it-works/assets/keywords/wolf-money-tub-usd.webp)

Let’s start with calls.
The money bath can wait.

 ![Keep scrolling. Get found. Then let’s wake up the neighbors.](/wp-content/uploads/lh/site/how-it-works/assets/keep-scrolling-sticker.webp)

REAL BUSINESS IN TEXAS WOODWAY, TX ↗

![Where’d you go?](/wp-content/uploads/lh/site/how-it-works/assets/whered-you-go-label.webp)

**47%**

of scanned locations in the top three
38 of 81 locations
October 6, 2026 · 1:43 PM

HOWL IQ / KNOW WHERE YOU STAND

## SAME BUSINESS. *Different visibility.*

1-3

### WHERE YOU WANT TO BE.

Front and center when nearby customers search. Visibility that can turn into profile views, phone calls, website visits, direction requests, and bookings.

4-6

### CLOSE, BUT BEHIND AN EXTRA CLICK.

Outside the top three, customers may need to open more results to find you. We investigate the gaps and build a plan to improve your visibility.

7-20

### MORE SCROLLING. MORE COMPETITION.

You’re in the scan’s first 20 results, but farther down the list. Customers may pass other businesses before reaching you.

20+

### LEFT OUT OF THIS SCAN’S TOP 20.

You offer the service. You serve the area. But your business wasn’t found. This scan reads the top 20 Google Maps results, and Google doesn’t think you should be suggested for this service in your service area.

Your competitors are getting seen.
Are you getting left out?

Howl IQ scan: Real business in Texas Each point is a search location. This is one keyword scan, not visibility across every tracked search. Rankings are a dated snapshot; calls and bookings are measured separately.

![Miniature neighborhood with houses, trees and blue service vans](/wp-content/uploads/lh/site/how-it-works/assets/option-2/neighborhood.webp)

![Wake up the neighbors](/wp-content/uploads/lh/site/how-it-works/assets/wake-up-neighbors.webp)

THERE’S A WHOLE NEIGHBORHOOD OUT THERE.

HOWL IQ / LOCAL COMPETITOR ANALYSIS

## WHO ELSE SHOWS UP? *Know your neighborhood.*

We compare local visibility and recent review activity to see which competitors are getting found by your potential customers before you are.

| Business | SOLV | New reviews / 30 days |
| Howler Plumbing of Denver | **72%** | **48** |
| Moonhowl Pipe & Drain | **58%** | **36** |
| Yeti Wrench Plumbing Co. | **46%** | **24** |
| Sneaky Sasquatch Plumbing | **35%** | **18** |

**SOLV stands for Share of Local Voice.** It’s the percentage of scanned locations where your business ranks in Google’s top three local results.
**72% SOLV means you’re in the top three at 72% of the locations checked.**

Reviews: estimated ranking-factor weights of 20% for Maps and 6% for local organic. [2026 survey / BrightLocal ↗](https://www.brightlocal.com/learn/google-local-algorithm-and-ranking-factors/). Expert estimates, not a guaranteed ranking improvement.

HOWL IQ / COMPETITIVE LANDSCAPE

## 66 BUSINESSES. *In your search results.*

They’re based outside your service area. But they’re showing up in the top three for potential customers right in your backyard. When someone nearby needs help, those competitors may be the ones getting the call.

![Map around Waco with a 10-mile search area, competitor locations and five numbered businesses](/wp-content/uploads/lh/site/how-it-works/assets/competitive-landscape-example.webp)

*◆* Your location Competitor location 10-mile search area

66 businesses appeared in the top three across searches checked within a 10-mile area. A business can be based outside your area and still appear in searches inside it. Visibility doesn’t confirm calls.

### WHO’S SHOWING UP?

5 OF 66 BUSINESSES

- 1

#### Moonhowl Pipe & Drain

plumber near medrain cleaning
- 2

#### Yeti Wrench Plumbing Co.

water heater repairplumber near me
- 3

#### Sneaky Sasquatch Plumbing

drain cleaningwater heater repair
- 4

#### Full Moon Rooter

sewer repairemergency plumber
- 5

#### Midnight Leak Patrol

plumber near meleak detection

Your service area.
Your potential customers.
Their phone ringing?

Right in your backyard. WOOF.

A top-three spot puts them in front of people looking for help near you. Those are calls you want a chance to earn.

HOWL IQ / YOUR SEO PRIORITIES

## FOUND THE GAPS. *Now let’s get to work.*

We check how your services show up across your website and Google Business Profile, then prioritize what needs attention.

**Howl IQ**/Keyword coverage

SERVICE COVERAGE / HOWLER PLUMBING

Swipe or scroll to see all coverage checks →

Howler Plumbing service coverage. Signals to investigate.

| Search term | Website content | GBP services | Reviews | Internal links | Schema | Ranking page |
| plumber near me | Signal found | Signal found | Signal not found | Signal found | Signal found | /plumber-near-me |
| drain cleaning near me | Signal not found | Signal found | Signal not found | Signal not found | Signal not found | /drain-cleaning |
| emergency plumber | Signal not found | Signal not found | Signal found | Signal not found | Signal not found | /emergency-plumber |
| water heater repair | Signal found | Signal found | Signal not found | Signal found | Signal found | /water-heater-repair |
| sewer repair | Signal not found | Signal not found | Signal not found | Signal not found | Signal not found | /sewer-repair |
| plumbing installation | Signal not found | Signal found | Signal not found | Signal not found | Signal not found | /plumbing-installation |

Coverage checks identify areas to investigate. They do not establish ranking causes. “Signal not found” means we’d verify the finding before proposing work. GBP = Google Business Profile. Posts help customers see your work. Post quantity has little ranking impact in the survey. [2026 survey / BrightLocal ↗](https://www.brightlocal.com/learn/google-local-algorithm-and-ranking-factors/).

01

### Review the gaps

Check where your services are missing or underrepresented, and verify what the audit found.

02

### Set the priorities

Focus on the services, cities, and changes that matter most to your business.

03

### Build the roadmap

Turn the findings into clear tasks, then do the work and measure what changes.

Less “SEO stuff.”
More “here’s the plan.”

HOWL IQ / GOOGLE BUSINESS PROFILE CATEGORIES

## YOU DO THE WORK. *Does Google know?*

We compare your Google Business Profile categories with the categories used by competitors found in your map scans.

Then we check what fits your business and what may be missing.

### YOUR BUSINESS. YOUR CATEGORIES.

MISSING
SOMETHING?

#### ON YOUR PROFILE

This is the category on the profile in this real Howl IQ audit.

Plumber

![Google Business Profile: 32% Maps / 7% local organic estimated ranking-factor weights.](/wp-content/uploads/lh/site/how-it-works/assets/ranking-stickers/gbp.webp)

![Match the work. Don’t stuff the profile.](/wp-content/uploads/lh/site/how-it-works/assets/categories/match-work-pink-supplied.webp)

#### IN YOUR MARKET

These are competitor categories found in your map scans that are worth reviewing for your business.

- Plumber
- Drainage service
- Bathroom remodeler
- HVAC contractor
- Septic system service
- Heating contractor

Competitor categories to review, not automatically add.

RIGHT CATEGORY.
REAL BUSINESS.

Business Profile: 32% Maps / 7% local organic. Estimated group weights, not a promised ranking lift. For the profile group overall, not categories alone. [2026 survey / BrightLocal ↗](https://www.brightlocal.com/learn/google-local-algorithm-and-ranking-factors/)

VIEW THE CATEGORY LIST & COUNTS

232 COMPETING BUSINESSES / ONE HOWL IQ AUDIT

| Category | Businesses |
| Plumber | 143 |
| Service establishment | 64 |
| Drainage service | 23 |
| Bathroom remodeler | 19 |
| HVAC contractor | 19 |
| Septic system service | 18 |
| Contractor | 15 |
| Heating contractor | 14 |
| Excavating contractor | 13 |
| Water damage restoration service | 13 |

These are 10 of the categories in this audit; it lists 91 more that aren’t shown here. Businesses can list several categories, so counts overlap.

01

### FIND THE GAPS

See which categories competitors use that your profile does not.

02

### CHOOSE WHAT FITS

Review the options against the work your business actually does.

03

### MAKE IT CLEAR

Keep your categories, service descriptions, and website consistent.

More clarity.
Less category collecting.

Use the fewest categories needed to describe your core business. [Google’s category guidelines ↗](https://support.google.com/business/answer/3038177?hl=en)

[CHECK MY CATEGORIES →](/contact)

HOWL IQ / GOOGLE BUSINESS PROFILE OPTIMIZATION

## GREAT PLUMBER. *Terrible introduction?*

Your description should help someone understand what you do, where you work, and whether you’re the right business to call.

THE BEFORE

> “PLUMBER DENVER! Denver plumber! Best plumbing plumber near me Denver! We fix stuff. WOOF.”

The pipe isn’t the only thing
that needs unclogging.

We check for missing service details, unclear service areas, and awkward repetition. Then we help write a useful introduction in natural language.

Describe the work accurately. Put categories, service areas, hours, and individual services in their proper profile fields too.

[HELP MY PROFILE MAKE SENSE →](/contact)

DEMO PROFILE · HOWLER PLUMBING

Howler Plumbing of Denver

### Howler Plumbing of Denver

Plumber in Denver, Colorado

Overview Reviews Photos About

![A plumbing technician beside a blue work van with a wolf guarding a stack of yellow towels](/wp-content/uploads/lh/site/how-it-works/assets/profile/howler-van-team.webp)

 Photos CHIEF TOWEL
OFFICER.

Website Save Share Call

**Service area:** Denver

**Services:** Water heater repair · Drain cleaning · Leak repair

#### From the business

Howler Plumbing of Denver helps homeowners in Denver with water heater repair, drain cleaning, and leak repairs. We explain the problem, discuss repair options, and check the work before leaving. Whether your shower has gone cold or your sink won’t drain, we help you understand the next step.

**A note from Howler**
The wolf handles towels. The plumber handles your pipes.

A useful description helps customers understand your business. [Google’s description guidance ↗](https://support.google.com/business/answer/13682007)

LOCAL HOWL / CITATIONS & BUSINESS DETAILS

## KEEP IT CLEAN. *All over the internet.*

New phone number? Moved locations? Your website might know. Hundreds of other listings might still be telling the old story.

We check your **name, address, and phone number (NAP)**, clean up the details, and submit the same verified information to the major data aggregators and distribution networks.

Those networks pass your business data to their directory, map, and app partners. A cleaner source helps the right details travel further and gives us a way to send updates without starting from scratch on every listing.

You moved.
Let’s tell the internet. ↗

![6 to 7%. Citations count. Local ranking factor estimates.](/wp-content/uploads/lh/site/how-it-works/assets/citations/citations-count-sticker.webp)

**6% for Local Pack / Maps.
7% for local organic search.**
Expert estimates from the 2026 Local Search Ranking Factors survey, reported by [BrightLocal ↗](https://www.brightlocal.com/learn/google-local-algorithm-and-ranking-factors/). These are estimated factor weights, not a guaranteed ranking lift.

![A wolf sorting business information cards into blue mail trays, with Pass it on and Same details. More places stickers](/wp-content/uploads/lh/site/how-it-works/assets/citations/wolf-distribution.webp)

01 / VERIFY THE DETAILS

### One clean set of details.

Name · Address · Phone
Website · Hours · Categories

02 / SEND TO THE NETWORKS

### Five networks. Wider reach.

Data Axle · Localeze · Foursquare
Yellow Pages Network · GPS Network

03 / LET THE DETAILS TRAVEL

### Hundreds of potential listing destinations.

Directories. Maps. Mobile apps.
Same business. Consistent details.

**And when something changes?** We update the source data and check important listings for old details, duplicates, or updates that haven’t landed yet.

Network reach and update timing vary by provider and destination. Submission doesn’t guarantee publication on every site. Reviews stay on the platform where they were posted; this service updates business information. [How distribution works ↗](https://help.brightlocal.com/hc/en-us/articles/224859528-What-are-Data-Aggregators)

HOWL IQ / SERVICE & LOCATION PAGES

## ONE PAGE. EVERY SERVICE? *That’s a lot to ask.*

Give your services a better chance to rank. A useful page focused on water heater repair can answer that search in far more detail than a homepage trying to cover everything.

We find the gaps, build out the right service and location pages, and connect them with descriptive internal links. That helps Google discover your pages, understand what they cover, and match them to relevant searches.

[SHOW ME THE GAPS](/contact)

![A wolf in blue overalls mapping routes between miniature plumbing workshops](/wp-content/uploads/lh/site/how-it-works/assets/site-structure/wolf-architect.webp)

![Every page. A clear job.](/wp-content/uploads/lh/site/how-it-works/assets/site-structure/page-job-cutout.webp)

![On-page: 15% Maps / 33% local organic estimated ranking-factor weights.](/wp-content/uploads/lh/site/how-it-works/assets/ranking-stickers/onpage.webp)

BUILD THE PAGE. CONNECT THE PATH.

On-page: 15% Maps / 33% local organic. Estimated group weights, not a promised ranking lift. For on-page signals overall. [2026 survey / BrightLocal ↗](https://www.brightlocal.com/learn/google-local-algorithm-and-ranking-factors/)

![Don’t make one page do every job.](/wp-content/uploads/lh/site/how-it-works/assets/site-structure/every-job-cutout.webp)

HOWL IQ / PAGE COVERAGE

### Give the search somewhere to land.

HOWLER PLUMBING OF DENVER

THE SEARCH A RELEVANT PAGE

- Water heater repair in Denver /denver/water-heater-repair/
- Drain cleaning in Denver /denver/drain-cleaning/
- Emergency plumber in Denver /denver/emergency-plumber/

Clear service.
Clear location.
*Clear next step.*

**Page content matters.** A keyword in the URL alone is not enough.

Build useful, distinct pages for services you provide and areas you serve. Track rankings and inquiries after the changes. [Google’s SEO guidance ↗](https://developers.google.com/search/docs/fundamentals/seo-starter-guide)

- 01

### FIND THE GAPS

Audit existing pages, URLs, and internal links to see what you cover and what’s missing.
- 02

### BUILD USEFUL PAGES

Map service and location pages around real demand, your work, and what customers need to know.
- 03

### CONNECT THE PATH

Help customers and search engines find the right page through clear navigation and internal links.

HOWL IQ / GOOGLE BUSINESS PROFILE POSTS

## GIVE EVERY POST A PURPOSE. *Connect the search to the service.*

Choose the search topic. Show the work. Link to the right service page.

### 01 TARGET SEARCH

**water heater
repair near me**

⌖   Location: Denver

RELATED SEARCHES / SECONDARY KEYWORDS

- water heater repair Denver
- no hot water
- water heater technician

Use natural language that answers the search. You don’t need to repeat “near me” word for word.

Write for humans.
Even the chilly ones.

### 02 WRITE THE RELEVANT POST

**Howler Plumbing of Denver** JOB UPDATE / HOWLER PLUMBING

![Plumber inspecting a water heater with a wolf apprentice holding a yellow towel](/wp-content/uploads/lh/site/how-it-works/assets/search-to-service/water-heater-wolf.webp)

SHOW
THE WORK. Chief towel officer. ↗

Water heater repair in Denver’s Berkeley neighborhood. This homeowner had unreliable hot water. Our technician tested the heating elements, replaced a failed component, and checked operation before leaving. Need help with your water heater in Denver? Schedule an inspection.

Book Post CTA → matching service page

### 03 LINK TO THE MATCHING SERVICE PAGE

/denver/water-heater-repair/

Water heater repair in Denver · Service details · Booking

Use actual job details and a relevant live service page. Ranking-factor weights: expert estimates, not guaranteed improvement. [2026 survey / BrightLocal ↗](https://www.brightlocal.com/learn/google-local-algorithm-and-ranking-factors/).

Same service. Natural wording.
No keyword gymnastics required. ↗

OKAY. CONNECTING THE DOTS?

## STARTING TO SEE WHY YOU’RE *INVISIBLE?*

You know you do great work. But if your business is hard to find, your next customer may never know you exist.

Let’s find the gaps and build your plan to get seen.

[SHOW ME WHERE I STAND →](/contact)

Your business. Your market. Your next move.

![A real-looking gray wolf unsuccessfully hiding behind a wooden pole on a suburban street](/wp-content/uploads/lh/site/how-it-works/assets/invisible/wolf-hiding.webp)

![Great business. Terrible hiding spot.](/wp-content/uploads/lh/site/how-it-works/assets/invisible/sticker-sheet.webp)

![We can still see your tail.](/wp-content/uploads/lh/site/how-it-works/assets/invisible/sticker-sheet.webp)

![Hello? Anyone there?](/wp-content/uploads/lh/site/how-it-works/assets/invisible/sticker-sheet.webp)

HOWL IQ / REVIEW INTELLIGENCE

## MORE THAN FIVE STARS. *What are your reviews really saying?*

We analyze which services your reviews mention, which topics are missing, and how recently customers are sharing their experiences. Then we help you **earn more honest reviews**, and we reply to every review that needs a response.

![A curious wolf inspecting feedback cards beside five yellow stars and a magnifying glass](/wp-content/uploads/lh/site/how-it-works/assets/reviews/wolf-review-inspector.webp)

READ BETWEEN
THE STARS.

![Reviews: 20% Maps / 6% local organic estimated ranking-factor weights.](/wp-content/uploads/lh/site/how-it-works/assets/ranking-stickers/reviews.webp)

Reviews: 20% Maps / 6% local organic. Estimated group weights, not a promised ranking lift. [2026 survey / BrightLocal ↗](https://www.brightlocal.com/learn/google-local-algorithm-and-ranking-factors/)

- ### VOLUME

How many reviews you have
- ### VELOCITY

How often new reviews arrive
- ### RECENCY

How fresh your feedback is
- ### RELEVANCE

Which services customers mention
- ### RESPONSES

How you reply to customers

### ARE YOUR SERVICES PART OF THE STORY?

SERVICE DETAILS / HOWLER PLUMBING

| Target search topic | Review content signal |
| plumber near me | Signal found |
| water heater repair near me | Signal found |
| drain cleaning near me | Signal found |
| emergency plumber near me | Signal not found |
| sewer repair near me | Signal not found |

Checks identify service topics, not exact-match keyword repetition.

![A plumbing technician and homeowner on a porch with a curious wolf beside them](/wp-content/uploads/lh/site/how-it-works/assets/reviews/review-job.webp)

GOOD WORK.
REAL FEEDBACK.

The best review requests follow real customer experiences.

CUSTOMER FEEDBACK / HOWLER PLUMBING

★★★★★

> “Great company. Highly recommend.”

Positive feedback. No service details.

★★★★★

> “Howler Plumbing repaired our water heater in Denver. The technician explained the problem and checked everything before leaving.”

THOUGHTFUL RESPONSE

Thank you for sharing your experience. We’re glad the explanation and final checks were helpful.

Ask consistently. Keep it honest.
Reply like a human.

[SHOW ME MY REVIEW GAPS →](/contact)

Topic mentions are audit signals, not a ranking guarantee.

GOOD LINK.
WRONG DOOR?

![Links: 8% Maps / 24% local organic estimated ranking-factor weights.](/wp-content/uploads/lh/site/how-it-works/assets/ranking-stickers/links.webp)

OUR VERY SERIOUS LINK DIRECTOR.

Links: 8% Maps / 24% local organic. Estimated group weights, not a promised ranking lift. [2026 survey / BrightLocal ↗](https://www.brightlocal.com/learn/google-local-algorithm-and-ranking-factors/)

HOWL IQ / LOCAL & INDUSTRY BACKLINKS

## GOOD LINKS. *Make them count.*

A good backlink can help your rankings. It’s another website linking to yours, and Google uses those links to help judge which pages are relevant.

We check who’s linking to you, what the clickable words say, and where the link goes. If it says “water heater repair in Denver,” it should take people to your water heater page.

That gives Google clearer information about the page you want to rank and sends customers straight to the service they need. We find broken links, ask publishers to correct the wrong destinations, and look for relevant sites where you could earn a mention.

Water heater problem?
Send them to the water heater page.

FOLLOW ONE LINK / HOWLER PLUMBING

### Name the service. *Link to that service.*

LOCAL CONNECTIONS. INDUSTRY REPUTATION.

#### Who links to you makes a difference.

We look for links from real websites in your area and your industry. A useful mention from a local publisher or a plumbing trade site can help Google assess your reputation and bring the right customers to your door.

01 / LOCAL

##### Known around town.

Local news, community organizations, business associations, and partners with a real reason to mention your work.

02 / INDUSTRY

##### Respected in your trade.

Trade publications, relevant suppliers, and manufacturer directories you genuinely qualify for.

01 / ANOTHER WEBSITE

THE NEIGHBORHOOD NOTEBOOK

#### Cold shower? Start with the right help.

If your hot water has disappeared, a local technician can check what’s going on. Howler Plumbing offers water heater repair in Denver.

**ANCHOR TEXT**
The visible words in the link.

Relevant service wording, in a sentence that reads naturally.

A relevant source.
A useful page.

![Follow the link: two linked chrome pipes and a blue arrow](/wp-content/uploads/lh/site/how-it-works/assets/backlinks/follow-link-supplied.webp)

02 / YOUR SERVICE PAGE

howler.example/denver/water-heater-repair/

HOWLER PLUMBING · DENVER

![A plumber beside a water heater while the wolf assistant guards a rubber duck next to the toolbox](/wp-content/uploads/lh/site/how-it-works/assets/backlinks/howler-water-heater-service.webp)

![Not chill: a wolf in a shower cap and blue towel](/wp-content/uploads/lh/site/how-it-works/assets/backlinks/not-chill-supplied.webp)

WATER HEATER REPAIR / DENVER

#### Cold shower? *Let’s fix that.*

No hot water, a leak, or a tank making a new and deeply annoying noise? Tell us what’s happening. We’ll check your water heater, explain the problem, and talk through your repair options.

REQUEST A REPAIR VISIT

⌖ Serving homeowners in Denver, Colorado.

##### Sound familiar?

- No hot water
- Leaks around the tank
- Hot water that won’t last

![Quality control: a rubber duck with a hard hat, wrench, and checklist](/wp-content/uploads/lh/site/how-it-works/assets/backlinks/quality-duck-supplied.webp)

##### Here’s how the visit works.

**Check it.** Find out what’s causing the problem.
**Explain it.** Go over the options before work starts.
**Test it.** Check operation after the repair.

The plumber handles the repair.
The wolf handles quality control. Mostly the duck.

**HOWLER PLUMBING** Denver, Colorado

LOOK PAST THE NUMBER

#### A score is a clue. The source still matters.

We check the website, the audience, and the actual page linking to you. Does it cover your industry? Serve your area? Have a real reason to recommend your business?

DA is Moz’s third-party Domain Authority metric, not a Google ranking factor. Scores are context, not a minimum requirement. [About DA ↗](https://moz-static.s3.amazonaws.com/products/landing-pages/announcements/Guide_to_Domain_Authority_2.0.pdf)

![Domain Authority range: DA 20 plus](/wp-content/uploads/lh/site/how-it-works/assets/supplied-technical/da20.webp)

![Domain Authority range: DA 40 plus](/wp-content/uploads/lh/site/how-it-works/assets/supplied-technical/da40.webp)

[How Google uses links to assess quality ↗](https://www.google.com/search/howsearchworks/how-search-works/ranking-results/)

01

### CHECK THE WORDS.

The clickable words should explain what’s on the page. Use the service name when it fits the sentence. Your business name is fine too. Don’t cram the same keyword into every link.

02

### CHECK THE LANDING.

A link about drain cleaning should reach your drain cleaning page. We find links going to deleted pages or the wrong service so you know what needs fixing.

03

### CHECK THE SOURCE.

Who’s linking matters. We prioritize credible local websites and relevant industry sources. Relevant links can help establish your reputation; a pile of unrelated links won’t do the same job.

No keyword spaghetti.
No links to nowhere.

Google uses links to assess relevance and recommends clear, natural link text. [Read Google’s link guidance ↗](https://developers.google.com/search/docs/crawling-indexing/links-crawlable#write-good-anchor-text)
We request changes from the sites linking to you, then track what happens to your rankings.

[CHECK WHERE MY LINKS LAND →](/contact)

26/100. THAT’S A PROBLEM.

### MOBILE PERFORMANCE

PageSpeed lab results

**26/100**

#### MOBILE PERFORMANCE

Poor performance in this mobile lab test.

**8.2 sec**

#### LARGEST CONTENTFUL PAINT

The largest visible content element took 8.2 seconds to appear.

Still waiting.

**1.0**

#### CUMULATIVE LAYOUT SHIFT

A high layout-shift score means an unstable page.

Stop moving
the button.

Real visitor experience may differ from lab measurements.

HOWL IQ / WEBSITE PERFORMANCE

## THEY NEED HELP. *Not a loading screen.*

Slow content. Shifting buttons. More friction between finding you and contacting you.

- 01

### LOAD THE CONTENT.

Make the important information easy to reach.
- 02

### KEEP IT STEADY.

Stop the layout shifting during loading.
- 03

### MAKE CONTACT EASY.

Give visitors a clear path to call or book.

[CHECK MY WEBSITE →](/contact)

HOWL IQ / SCHEMA MARKUP

## GOOD BUSINESS. MEET GOOD CODE. *Yes, we speak robot.*

Schema gives search engines a structured description of your business, your services, and how they connect.

We audit your markup, connect your business, services and locations, and check that the code matches what customers actually see on the page.

[CHECK MY SCHEMA →](/contact)

Same business.
Different language.
*WOOF → JSON.*

![Nerd mode on: a wolf wearing glasses](/wp-content/uploads/lh/site/how-it-works/assets/supplied-technical/nerd-wolf.webp)

service-schema.jsonld

{ "@context": "https://schema.org", "@type": "Service", "@id": "https://example.com/denver/water-heater-repair/#service", "name": "Water heater repair", "provider": { "@type": "Plumber", "@id": "https://example.com/#business", "name": "Howler Plumbing of Denver" }, "areaServed": { "@type": "City", "name": "Denver" }}

SERVICE MARKUP / HOWLER PLUMBING

01 / WHAT YOU DO **Water heater repair**

02 / WHO DOES IT **Howler Plumbing**

03 / WHERE YOU WORK **Denver**

![Actual code keyboard key](/wp-content/uploads/lh/site/how-it-works/assets/supplied-technical/actual-code.webp)

Production markup is tailored to the business and page.

- 01 /

### CONNECT THE DETAILS

Business identity, services, locations, and page relationships.
- 02 /

### MATCH THE PAGE

Accurate markup that reflects visible, up-to-date content.
- 03 /

### VALIDATE THE WORK

Check syntax, implementation, and eligibility for supported search features.

Structured data helps explain your content. It does not promise rankings or rich results. [Google’s structured data guidance ↗](https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data)

HOWL IQ / SEARCH & AI CRAWLER ACCESS

## HEY BOTS. START HERE. *A little direction goes a long way.*

We check the rules crawlers receive and the information AI tools can use. That means reviewing accidental blocks, outdated links, and how your site introduces itself.

[CHECK MY BOT FILES →](/contact)

Good bot.
Here’s the reading list.

TINY FILES. TECHNICAL DETAILS.

Give AI tools a useful introduction.

![ChatGPT](/wp-content/uploads/lh/site/how-it-works/assets/supplied-technical/chatgpt.webp)

![Gemini](/wp-content/uploads/lh/site/how-it-works/assets/supplied-technical/gemini.webp)

![Claude](/wp-content/uploads/lh/site/how-it-works/assets/supplied-technical/claude.webp)

AI tools your customers use. A reading list can organize your content; support varies by tool.

![Bot files: robots.txt sets crawl rules with User-agent, Disallow and Sitemap directives. llms.txt gives AI tools a Markdown reading list of services, service area and contact pages. Robots rules are not password protection; llms.txt is optional and adoption varies.](/wp-content/uploads/lh/site/how-it-works/assets/bot-files-static.webp)

![Robot wolf: Bots, read this](/wp-content/uploads/lh/site/how-it-works/assets/supplied-technical/robot-wolf.webp)

![Rules up top. Context below.](/wp-content/uploads/lh/site/how-it-works/assets/supplied-technical/rules.webp)

### AUDIT THE RULES

Check crawler-specific access and accidental blocks.

### CHECK THE LINKS

Keep sitemap and key-page references current.

### TEST THE RESPONSE

Confirm the right files are served at the right URLs.

Configuration is tailored to each site. [Google’s robots.txt guidance ↗](https://developers.google.com/search/docs/crawling-indexing/robots/intro) · [The llms.txt proposal ↗](https://llmstxt.org/)

YOUR REVIEW FOLLOW-UP / LAST MONTH

## YOU DID THE JOBS. *Did anyone tell Google?*

How many customers did you serve last month? How many new Google reviews did you get? Compare the two, then check whether your follow-up is reaching everyone.

The job is finished.
The follow-up shouldn’t be forgotten. ↗

YOUR MONTH. YOUR NUMBERS.

**20%**

New reviews ÷ customers served
8 reviews alongside 40 customers last month.

A monthly comparison, not a matched customer conversion rate. Reviews may arrive later or come from earlier jobs.

**100%**

of eligible customers should get an honest invitation.
**Not everyone has to leave a review.**

THEN ASK

### Are they describing the work?

Invite honest feedback in the customer’s own words. Ask consistently, without rewards or a keyword script.

Want help with the follow-up? [Explore our review management service](/review-management)

AND COMPARE

### What are competitors getting?

Compare review activity over the same period. Look at ratings and the services customers describe.

[Google’s review guidance ↗](https://support.google.com/business/answer/3474122?hl=en) · Customer participation is voluntary. Keep the feedback honest.

PROJECT STORIES & PROOF OF WORK

## GIVE IT A PLACE *to show up.*

You solved a real problem for someone in your service area. That’s useful information for your next customer and for Google. Let’s get it off your camera roll and onto your website.

A JOB STORY CAN ANSWER Who? What? Where? Why?

01

### What was wrong?

The customer’s problem, the service they needed, and the area where you worked.

02

### What did you do?

The diagnosis, the repair, and what changed. Real before-and-after photos, with permission.

03

### Where does it belong?

A useful service page or project story, connected to the right service and location pages.

04

### Who else mentions you?

Build relevant local or industry links. Clear link wording should lead to the page that fits.

REAL WORK → USEFUL CONTENT → RELEVANT LINKS **Make the experience visible.**

### E-E-A-T. Big acronym. *Pretty ordinary idea.*

Experience. Expertise. Authoritativeness. Trust. Show the work you’ve done, explain it accurately, and make it easy to verify who’s behind it.

Useful service content helps Google understand what a page covers. Relevant links can support its reputation. Together, that can help your pages compete for the searches that fit your business.

E-E-A-T isn’t a separate score or a specific ranking factor. Publish when you have something useful to share; posting just to look busy isn’t the goal. [Google’s helpful-content guidance ↗](https://developers.google.com/search/docs/fundamentals/creating-helpful-content)

OKAY. THAT WAS A LOT.

## GOOGLE IS THE MOST COMPLICATED GIRLFRIEND *you’ve ever had.*

Hundreds of ranking factors. A business to run. And somehow you’re supposed to keep up with both.

Make three things clear: what you do, where you do it, and why people should trust you. Our three programs give you a practical way to handle the work, with the level of help that fits your business.

![A very tired wolf mechanic behind a stack of job folders and a yellow telephone](/wp-content/uploads/lh/site/how-it-works/assets/closing/overwhelmed-wolf.webp)

![That’s a lot. We get it.](/wp-content/uploads/lh/site/how-it-works/assets/closing/thats-a-lot.webp)

YOUR SEO TO-DO LIST CALLED. AGAIN.

01 / THE WORK

### Does Google know what you actually do?

Accurate categories, real services, and useful pages that explain the jobs you want more of.

02 / THE AREA

### Can customers find you where you work?

Clear service areas, consistent business details, and pages built around places you genuinely serve.

03 / THE PROOF

### Is there a reason to choose you?

Customer feedback, documented work, and relevant websites that mention your business.

Local rankings depend on relevance, distance, and prominence. We can improve your information and reputation; we can’t move the searcher. [How Google ranks local results ↗](https://support.google.com/business/answer/7091?hl=en)

CHOOSE YOUR LOCAL SEO PROGRAM

## HERE’S HOW *we can help.*

We do the work in every package. The difference is how much we take off your plate. Start with your Google profile, share the wider work, or hand us the website stuff too.

01

GIVE YOUR GOOGLE PROFILE SOME LOVE

### GBP Lite

We manage your Google profile and guide you through the rest. You’ve got a team in your corner.

![DIY. With backup. A wolf holding a drill and checklist.](/wp-content/uploads/lh/site/how-it-works/assets/closing/packages/diy-with-backup.webp)

We handle the profile.
Coach you through the rest.

- Your Google Business Profile, handled
- 12 Google posts a month, 4 for each tracked keyword
- Business listings cleaned up and corrected
- Thoughtful replies to customer reviews
- Local ranking updates you can actually follow

#### We do our part. Help with yours.

Your profile, posts, listings, and review replies are on us. For website content, schema, and backlinks, we give you or your web team clear guidance on what to do next.

[ASK ABOUT GBP LITE ↗](/contact)

02

GET YOUR NAME AROUND TOWN

### GBP Basic+

We handle your Google profile, links, and listings, then guide your web team through the website work.

![Team effort. Two wolves working together with a laptop and wrench.](/wp-content/uploads/lh/site/how-it-works/assets/closing/packages/team-effort.webp)

More on our plate.
Backup for yours.

- All the Google profile care in Lite, with 20 posts a month for 5 tracked keywords
- More content about your services
- More business listings in relevant places
- Backlink building to support your website
- Schema code and clear website recommendations

#### A bigger share of the to-do list.

We build the links and listings, provide schema code, and guide the next steps. You or your web team make the website changes.

[ASK ABOUT BASIC+ ↗](/contact)

03

HAND US THE WEBSITE STUFF, TOO

### Local Growth Standard

We manage your Google profile, links, listings, and website SEO. Your to-do list can breathe.

![Consider it handled. A relaxed wolf in sunglasses and a yellow chair.](/wp-content/uploads/lh/site/how-it-works/assets/closing/packages/consider-it-handled.webp)

The website stuff, too.
Yes, really.

- Google profile, links, and listings handled, with 24 posts a month for 6 tracked keywords
- Website content written and published
- Schema installed on your website
- Technical SEO fixes and internal links
- Regular strategy calls and clear progress updates

#### More work off your plate.

We write and publish the content, install schema, and make the technical SEO changes too. You keep doing the work your customers came for.

[ASK ABOUT LOCAL GROWTH ↗](/contact)

Not sure which one fits?
**Tell us about your business. We’ll help you choose.**

[HELP ME PICK A PROGRAM →](/contact)

LOCAL HOWL / LET’S GET TO WORK

## KEEP DOING *what you do best.*

Take care of your customers. Send us the real work. We’ll turn the right details into a focused local SEO plan and keep working on it.

[LET’S GET MY BUSINESS FOUND ↗](/contact)

![You do the work. We do the howl.](/wp-content/uploads/lh/site/how-it-works/assets/closing/do-the-work.webp)

Good business. Worth finding.

SEE THE THREE PROGRAMS ↑

![Enlarged audit screenshot](/wp-content/uploads/lh/brand/blank.gif)

Actual Howl IQ evidence · October 6, 2026