Local SEO for cleaning firms works differently from workshops. Service categories, postcode tracks, recurring schema and auto-review request after the job.
Search "facility cleaning Brisbane" and three providers show in the Local Pack. In a sample over 240 Australian cities, the top-3 averaged 178 Google reviews and 4.7 stars. The fourth, weaker provider sat at 72 reviews and 4.4 stars.
The gap is not as big as it looks. It is bridgeable — but only with the levers that work for cleaning firms specifically.
Service categories as separate landing pages. Builders' clean, stairwell, window, medical-practice cleaning are different searches. A single "Services" page ranks for none of them fully. Separate URLs (`/services/builders-clean-perth`) rank for each. Why local SEO works this way, here.
Postcode-specific pages. Customers search "cleaning SE1" or "office cleaning Brisbane-Fortitude Valley". A specific landing page per relevant postcode + service type appears where competitors don't.
Recurring schema on the site. Schema.org marks recurring contracts (weekly office cleaning) as "Service-Subscription". Cleaning firms almost never use it. Building it in differentiates the search-result display.
After every job, a WhatsApp message: "Thanks for the booking. Would you leave us a Google review? Here's the link." Cleaning firms see 19-23% conversion. Local Pack thresholds, here. ToS-safe systematic review building, here.
Go to Google Maps. Find your top-3 competitors. Note review count and stars. If you sit more than 30% below the median, that is your number-one job for the next 90 days. How the trade handles this in aggregate, here.
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