Appliance repair
Local SEO for appliance repair.
This is the only trade where customers search by brand and fault before they search for a technician. That behaviour is the whole opportunity, and almost nobody in the trade builds for it.
- $277
- median completed repair, from 47,080 jobs
- $70 to $130
- service call, diagnostics plus an hour of labour
- $37 to $55
- average search ad lead cost, US, 2026
- 13%
- fall in appliance repair lead cost since 2024
The customer describes the fault, not the trade
Look at the order of these. The person with a broken dishwasher types the symptom first and the word repair second, if at all.
| Search type | What they type | Where their head is at | Priority |
|---|---|---|---|
| Brand and fault | bosch dishwasher not draining, samsung fridge not cooling, LG washer error code | Diagnosing before deciding whether to call anyone. High volume, low competition. | Highest |
| Repair or replace | is it worth repairing a 10 year old washer, dryer repair cost vs new | Deciding whether you exist as an option at all. Where you win or lose the job. | Highest |
| Brand and area | miele repair [city], authorised bosch service near me, fisher paykel technician | Owns a premium appliance and wants somebody who knows it. Best jobs in the trade. | High |
| Generic | appliance repair near me, washing machine repair [suburb] | Already decided to repair. Contested and comparatively small volume. | Medium |
What a brand and fault page has to contain to be worth writing
These pages are the opportunity and they are also the easiest thing in this trade to do badly. A thin page per error code is the pattern Google treats as scaled low value content, so each one has to earn its place.
- 01
The actual diagnostic sequence
What to check, in order, including the things the owner can do themselves. Giving away the filter clean costs you a call you would have lost money on and earns the one you would not.
- 02
What the fault usually turns out to be
From your own jobs. If four out of five of these are a drain pump, say so and say what a drain pump costs. Nobody else on the results page can write that sentence.
- 03
The repair or replace line for that model
The most useful thing on the page, and the most trusted. A page that sometimes tells people to buy a new one is a page people believe when it says otherwise.
- 04
Parts availability, honestly
Some brands and some ages are genuinely not worth it because the part takes six weeks. Saying so on the page saves you a wasted call-out and makes you the person they ring next time.
- 05
A price for the visit
The service call fee, and whether it comes off the repair. This is the first question on every call and answering it on the page removes the most common reason people do not ring.
- 06
Written by somebody who has done the job
One page per brand and common fault, from real jobs, beats forty pages generated per error code. The second pattern is the one that gets treated as spam, and it deserves to be.
A small ticket, and a customer who owns eight appliances
Take a technician doing eighty jobs a month at the $277 median. Assumptions stated openly.
| Median completed repair | $277 | |
|---|---|---|
| Service call fee, diagnostics plus an hour | $70 to $130 | |
| Search ad lead cost, average | $37 to $55 | over $60 in competitive markets |
| Appliances in a typical home | eight or more |
You are not selling a repair, you are being added to a contacts list.
At $277 a job, a $55 lead is affordable but not comfortable. What makes the arithmetic work is that the fridge, the oven, the dryer and the dishwasher all break eventually, and the technician who fixed the first one gets the other three without paying for another lead. The brand and fault pages matter because they are how you become the number in the drawer.
Median and service call figures are 2026 US data. The appliance count is a general observation, not a sourced figure.
The trade is shrinking at the bottom and growing at the top
A cheap microwave is not worth repairing and never will be. Neither is a five-year-old budget dishwasher when the control board costs more than a replacement. That end of the market is going away and no amount of search work brings it back.
The other end is moving the opposite way. Integrated appliances, imported brands and anything over a couple of thousand are repaired rather than replaced, because replacing them means a cabinetmaker as well as an appliance. A customer with a built-in oven of that kind is not price shopping a service call.
So the brand searches matter more than the generic ones, and they matter increasingly. A page that demonstrates you have opened that specific machine before is worth more than a page saying you repair all brands, which is what almost every site in the trade says and which nobody believes.
Ninety days, and most of it is writing
- Days 1 to 10
Listing, brands, and the service call fee
List every appliance type as a service. Put the brands you are trained on in the description. Publish the service call fee, because it is the first question on every call and its absence stops people ringing.
- Days 10 to 40
Your top six brand and fault pages
Pick the six faults you attend most often. One page each, with the diagnostic sequence, the usual cause, the part cost and the repair or replace answer. Six real pages, not sixty generated ones.
- Days 30 to 60
A repair or replace page with actual thresholds
By appliance type and age, with the arithmetic. It is the highest trust page you can publish and it converts the readers it does not turn away.
- Days 60 to 90
Reviews that name the brand
Ask the customer to mention the appliance. Fixed our Miele dishwasher is a review that ranks you for Miele in a way no page on your own site can.
What appliance repair businesses ask us
Should I write a page for every error code?
No. Write real pages for the faults you actually attend, with your own diagnostic sequence and part costs. Hundreds of thin pages generated per error code is the pattern Google treats as scaled low value content, and it will not rank.
Does telling people how to fix it themselves cost me work?
It costs you the call-outs that were a blocked filter, which lose you money anyway. It wins you the ones that are a real fault, because the person who followed your instructions and got stuck already trusts you.
Should I publish my service call fee?
Yes. It is the first question on every phone call. Not answering it on the page means a proportion of people never make the call, and you never know it happened.
Are brand specific pages worth it?
They are the biggest opening in this trade. Almost every competitor says all brands serviced, which reads as nobody in particular. A page about the machine the customer owns is a different proposition.
Is search ad spend worth it here?
At $37 to $55 a lead against a $277 median job, it works and it is tight. It fills gaps well. The brand and fault pages are what reduce how much of it you need.
Local SEO for nearby trades
What a customer is worth, and which searches actually convert, change by trade. These are the closest neighbours to this one.
See which brand searches are open in your area.
The free audit shows what people in your market are searching for by brand and fault, who currently answers them, and how many of those pages are worth beating.