If you search for cleaning companies online, you might occasionally see stories on newspaper websites announcing how a company has “surged in five-star reviews” or is “expanding services.” At first glance, these stories can look like traditional journalism.
Often they aren’t.
Recently we noticed an example involving one of our competitors, The Steam Team, appearing on newspaper websites far outside Texas — including places like St. Cloud, Minnesota. These pages look like news articles, but they’re actually paid press-release placements distributed through syndication networks.
There’s nothing illegal about that approach. Many companies buy these placements because the websites belong to established newspapers, which means they carry strong SEO authority. A backlink from a newspaper domain can help a business rank higher in search results.
But here’s the key question:
Does a St. Cloud newspaper website have anything to do with carpet cleaning in Austin, Texas?
Not really.
SEO Can Be Done Two Ways
In the home services world, businesses generally pursue backlinks in one of two ways.
1. Buying placements on high-authority sites
Companies pay distribution networks to place press releases on newspaper domains across the country. These posts look like news stories, but they’re essentially SEO placements designed to create links.
2. Building real local relationships
Businesses earn links through community partnerships, local organizations, and genuine local coverage.
At K&M Steam Cleaning, we’ve always chosen the second path.
Why Local Links Matter More
Search engines increasingly prioritize local relevance, not just raw domain authority.
A link from a:
- local chamber of commerce
- neighborhood association
- Austin community organization
- Central Texas publication
- local charity or event sponsor
…sends a much stronger signal that a business is genuinely part of the community it serves.
For example, when a Leander event, Round Rock nonprofit, or Austin neighborhood group mentions K&M Steam Cleaning online, that tells search engines something important:
This company is actually part of the local ecosystem.
And more importantly, it’s true.
Supporting the Community We Serve
K&M Steam Cleaning has been serving the Austin area for decades, and we believe our marketing should reflect that.
Instead of purchasing generic press placements across the country, we focus on:
- Supporting local businesses and organizations
- Participating in community events
- Partnering with neighborhood groups
- Highlighting Austin-area businesses and landmarks
- Sponsoring local initiatives when possible
Those connections naturally create the kinds of links and mentions that search engines value — and that customers trust.
Real Reputation Beats Manufactured SEO
One thing we’ll never try to manufacture is customer trust.
Our reputation comes from thousands of real customers across Austin, Cedar Park, Leander, Round Rock, Lakeway, Bee Cave, and surrounding communities. Many of those customers leave reviews, recommend us to neighbors, and invite us back when they need services again.
That kind of reputation can’t be bought through press-release distribution.
A Different Philosophy
There’s nothing wrong with companies experimenting with different SEO tactics. But our philosophy is simple:
If a website is linking to us, it should ideally have something to do with the communities we serve.
Because when someone in Austin searches for carpet cleaning, tile cleaning, air duct cleaning, or dryer vent cleaning, what they really want is a trusted local company — not a press release published 1,200 miles away.
At K&M Steam Cleaning, we’re proud to build our reputation the old-fashioned way: by doing great work for our neighbors and staying connected to the communities that support us.
