You know reviews matter for local SEO. But did you know that what customers say in those reviews can help you rank for specific services?
When a customer writes "They did a great job on my trenchless sewer repair," Google sees that keyword—"trenchless sewer repair"—and associates it with your business. That can boost your rankings for that exact service.
But most customers write vague reviews like "Great service!" How do you get them to mention those valuable keywords naturally?
In this guide, we'll show you proven strategies to encourage clients to include specific service terms in their Google reviews—without sounding like you're scripting them.
Why Keywords in Reviews Matter
- Google's algorithm reads reviews: The text in your reviews helps Google understand what services you offer.
- Relevance signals: Reviews mentioning "trenchless sewer repair" reinforce that you're an expert in that area.
- User trust: Future customers searching for that service see proof that you've done it.
- Local pack influence: Review content can directly influence local pack rankings.
❌ Generic: "Mike did a great job. Very professional."
✅ Keyword-rich: "Mike replaced our old sewer line using trenchless technology. No digging, fast service, and great price!"
The Challenge: Getting Specific Without Being Pushy
You can't tell customers exactly what to write—that violates Google's policies and feels inauthentic. But you can guide them by asking the right questions.
Strategy 1: Ask Specific Questions in Your Review Request
Instead of "Please leave us a review," try something like:
"We're so glad we could help with your [specific service, e.g., sewer line repair]. Would you mind sharing your experience? Future customers especially appreciate hearing about the specific service you received and how it went."
By mentioning the service name, you plant the seed. Many customers will naturally repeat it.
Strategy 2: Use a Review Template with Prompts
Provide a simple template they can fill in. This isn't a script—it's a framework. For example:
"We'd love to hear about your experience! Feel free to mention:
- What service did we provide? (e.g., trenchless sewer repair)
- What was the biggest challenge?
- How did our team handle it?
- Would you recommend us?"
This guides them to include the service name naturally.
Strategy 3: Follow Up with a Personalized Text or Email
Right after the job, send a personalized message. Reference the specific work you did. For example:
"Hi [Name], it was a pleasure helping you with your [trenchless sewer repair] today. We hope you're happy with the results. If you have a moment, a Google review would mean the world to us. Thanks again!"
Strategy 4: Train Your Staff to Mention Keywords Naturally
When talking to customers at the end of a job, your technicians can say things like: "I'm glad we could get your trenchless sewer repair done so quickly. Those old pipes won't give you trouble anymore." Customers often echo that language in reviews.
Strategy 5: Use Signage or Cards with Prompts
Leave a small card with a QR code linking to your Google review page. On the card, include a brief prompt: "Scan to leave a review! Tell us what service we provided and how it went."
Strategy 6: Respond to Reviews and Reinforce Keywords
When you respond to reviews, naturally include the service keyword. Example: "Thanks for trusting us with your trenchless sewer repair!" This signals to Google that the keyword is relevant, even if the customer didn't mention it.
"Thanks for the great review!"
"Thanks for trusting us with your trenchless sewer repair! We're glad it went smoothly."
Example: Good Review vs. Great Review
Keywords to Aim For (Depending on Your Services)
Putting It All Together: A Step-by-Step Process
Identify Key Services
List 5-10 high-value services you want to rank for.
Create Prompts
Develop email/text templates that mention those services.
Train Staff
Teach them to use service names in conversation.
Send Requests
Personalized follow-up within 24 hours.
Respond to Reviews
Reinforce keywords in your responses.
Track & Adjust
Monitor which services get mentioned most.
Pro Tip:
Don't overdo it. Focus on one or two key services per review request. Too many prompts can feel overwhelming.
Quick Checklist
The Bottom Line
Reviews with keywords are powerful SEO assets. By gently guiding customers to mention specific services, you can boost your rankings for those terms—without gaming the system. Use these strategies to turn happy clients into keyword-rich endorsements.
Want help optimizing your review strategy?
We'll audit your current reviews, identify key service keywords, and create a review-generation plan tailored to your business.
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