Everything you need to know about Checkatrade’s search function

Online algorithms can be a tricky business. Striking the right balance to ensure the results are fair for every tradesperson is a complex process, and one that takes into account various factors. At Checkatrade, we receive a lot of enquiries about how our search function is calculated, with many of

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Online algorithms can be a tricky business. Striking the right balance to ensure the results are fair for every tradesperson is a complex process, and one that takes into account various factors. At Checkatrade, we receive a lot of enquiries about how our search function is calculated, with many of our trades asking how they can improve their listing in the search results.

In this article, we hope to answer our most commonly asked questions, shedding light on our search function and helping trades enhance their visibility for greater business success.

At Checkatrade, we embody three core values in everything we do:

1. Connection

We want to connect our trades with the right customers so they can do what they do best and deliver a quality service.

2. Quality

Our customers are looking for a trusted and proficient tradesperson to complete a job for them. They come to Checkatrade because they know all our members are vetted and reviewed.

3. Fairness

We believe small businesses shouldn’t be at a disadvantage to larger businesses when paying the same subscription fee. If businesses want to grow we can support that expansion into new types of work, new geographical areas, and paper directories.

Alongside these values, our search function matches customers and trades based on their relevancy and location.

Relevancy

Checkatrade’s research and data revealed that customers wanted a search function that showed local and relevantly skilled trades. When browsing through the filtered results, other factors they took into consideration included:

• Where the tradesperson/people have worked before

• What other customers thought of their work (reviews)

• Pictures of any completed works and proof of craftsmanship

The search results we offer to customers aim to match their requirements as closely as possible, improving the chances of those calls rolling in for our trades.

Location

Checkatrade’s location search results are calculated using two key aspects:

1. Our trades have expressed a desire for greater visibility in their local area, so their office or home location is one of the main elements for influencing where they end up in the search results.

2. Some of our trades want to work in other locations, which is why we’ve developed ways for them to change their postcode to match the area they want to work. Trades just need to call our service team, who are happy to configure this for them.

Reviews

One of the key components of search are the trades’ customer reviews. Regular reviews local to where trades want further work are important for demonstrating recent work, while giving other potential customers an insight into their proficiency. Although perfect 10s are great, even if a review isn’t a top scoring 10, it doesn’t matter; all good reviews support the search results and customers appreciate a realistic review. Recent reviews from within the last 6 months are more impactful in the Checkatrade search compared to older reviews so it’s crucial to maintain an up to date portfolio of reviews. Getting at least two published reviews a month for completed jobs from the areas in which you want to work, in each of the trade categories that you are listed in, is a good target to aim for. We recommend asking every customer to give you a review in person or through our member-area “Remind customer” feature.

Search updates

There is a lot of ongoing work behind the scenes to keep Checkatrade’s search function as up to date as possible. We are constantly considering the needs and expectations of our trades and customers, which means the function will change over time. Some changes may happen gradually, while some might introduce more frequent result variations over weeks, days and even hours. However, our trades can remain confident that we will continue to ensure they are being fairly seen by customers.

That said, we do want to recognise the trades who go the extra mile to meet their customers’ needs. As the search results are based on several complex factors, it can be difficult to compare them when only looking at a few elements. For example, if we only think about the reviews received or the locations involved, it doesn’t give an accurate overview of why we get the results we do.

To simplify and summarise the factors we hope to address with search, here is what we will be considering:

• Customer preferences – How well does the trade match with what the customer is looking for?

• Quality of the trade profile – How good is the service the trade offers, and how appealing is their profile to a potential customer?

What can tradespeople do to maximise their chances of getting customer calls?

First and foremost, trades’ profiles need to be appealing to their customers. They can do this by ensuring their profile is complete – starting with their search appearance text and an optimised logo. On their profile page, we recommend a well-written introduction to their business alongside photos of their team and any work they’ve completed. Their profile is the place to stand out and explain to customers what is important to them, their trade, and the work they do.

Simply put, when updating any part of their profile, trades should always ask themselves: ‘Is it ACE?’

• APPEALING

• COMPLETED

• EXPLANATORY

By following these guidelines, trades can and will inspire customers to call them. And once they do and the project is complete, the last step is to get those reviews in!