Three kinds of electrical search
Electrical enquiries fall into three groups that behave differently. Faults and emergencies — power loss, tripping circuits, burning smells — are urgent, phone-led and won on Map Pack position. Compliance and certification — EICR reports, landlord certificates, PAT testing — are deadline-driven, often from letting agents or landlords, and highly repeatable. Projects — rewires, EV charger installation, consumer unit upgrades, commercial fit-outs — are researched over weeks and won on evidence of quality.
Compliance is the most overlooked of the three. The searches are specific, the intent is unambiguous, competition is thinner than on general electrician terms, and the customers repeat annually.
Compliance searches are the easy win
"EICR [town]", "landlord electrical certificate [town]", "PAT testing [town]" are searched by people who must buy, on a deadline, with no interest in comparison shopping. They are also searched by letting agents who will use the same electrician repeatedly.
Most electricians bury these under a general services page or omit them. A dedicated page per certificate type, per area, with the price stated, captures work that competitors are not contesting.
Stating the price matters here specifically. Compliance is a commodity purchase — the buyer wants a qualified electrician at a known price, quickly. A page that forces a phone call to learn the cost loses to one that does not.
EV charger installation is growing fast
EV charger installation is one of the fastest-growing categories in domestic electrical work, and search volume is rising faster than the number of electricians competing for it.
The customers research thoroughly — charger types, speeds, grant eligibility, whether their supply can take it — before contacting anyone. Electricians who publish content answering those questions enter the consideration set weeks before those who only advertise the installation service. Approved-installer status for specific charger brands should be stated explicitly, since many customers search by brand.
Certification is a ranking and conversion signal
Electrical work is regulated, and registration bodies — NICEIC, NAPIT, ELECSA in the UK, or state licensing elsewhere — should appear on the website, the Google Business Profile and in structured data with the actual registration number.
This matters increasingly for AI search. When someone asks an assistant to recommend an electrician, the model weighs verifiable qualification. A registration number stated in machine-readable form is evidence; a badge image is not.