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“They handled everything from our website to linking it with our social media accounts and payment platforms. I can now focus on my business since it’s automated.”
Welcome to the exciting (read: confusing) world of online marketing and business!
We know the time you have to spend on marketing & sales is limited. (Awesome landscaping and gardening are your expertise, not search engine optimization. We understand and respect your talents.)
That’s why we’re here to provide you a step by step process that will propel your company to the top of Google results. First, though, let’s examine why local SEO is vital for landscaping companies.
Here’s a comparison between two ‘hypothetical’ landscaping companies.
Company A relies on word-of-mouth and client referrals to get new business. They advertise sometimes on local newspapers or magazines, and do small display ads such as flyers, business cards, and brochures. Their income and projects are inconsistent because there isn’t always a steady stream of inquiries. As a result, they have to take on very small jobs to keep the lights on.
Company B has a great referral network but also utilizes search engine optimization tactics to have their business listed on the first page of Google when people in their area search for landscaping help.
Because of this, they get a consistent string of callers for small to big projects. Their new website design also shows off their work well, and many clients call saying they saw their website. As a result, they get to choose which high-paying projects they want to take on.
Which company is yours like? Which one do you want to be?
The first step is easy. Quickly create a list of keywords that match your services. For example, you might choose “landscaping”, “landscape design”, or “landscape architecture”. When you have a reasonably comprehensive list, sign up for a free Google AdWords account.
You don’t need to build or fund an ad campaign. You just want access to the free Google Keyword Planner. This helpful tool lets you see how much traffic each keyword generates and suggests similar keywords that you may not have thought about.
Now you can finalize your keyword list. All keywords fall loosely into 2 basic categories:
Buying intent keywords drive the fastest conversions, so they should be your top priority. Utilize them on your homepage and create a separate service page for each one.
These keywords are of lower priority, as they do not drive rapid conversions. Don’t get rid of them them, though. You can use them for blog posts and FAQs, which introduce you to prospects who might remember you when they need a landscaping company.
[ Struggling to get found in Google? Click here to request an SEO quote ]
With your finalized keyword list, you are ready to optimize in 2 places—your Google My Business page and your website. Here’s what to do:
Google My Business
Think of Google My Business as a mini-website for the “Maps” section of Google. It increases your online presence and provides a snapshot of your services. It can also boost your rankings fast, as it is easier to highly rank a Google My Business page than a website.
To optimize, fill out all elements accurately and completely:
Website Optimization
Your top priority should be your homepage and service pages, known as your “core” pages. Optimize them for your buying intent keywords. Later, you will optimize your “content” pages, such as blog posts and FAQs, for your research intent keywords. Here’s how:
The meta description uses 100 to 150 characters to explain your core services, ending with a call to action. Format it something like this: {Business Name} offers professional {landscaping services, or similar} in {Your City}. Call {Phone Number} today for a free estimate!
The visible headline, or H1, focuses on your primary category. Format it similarly to: {Landscaper} in {City, State}.
Write your 500 to 1000-word page copy last. It must be strongly written and tightly edited, explain your core services, and end with a strong call to action. Sprinkle in your primary keyword as it naturally fits, but avoid “keyword stuffing,” or forcing it into the copy.
[ Don’t have time to learn SEO on your own? Click here to request an SEO quote ]
With the framework of your local SEO campaign in place, you are ready to create citations and links. Both improve your Google rankings by boosting your online reach.
There are numerous free directories, but some charge a listing fee. Before you pay, check out Google Analytics. It is not worth paying for listing that will not drive traffic and conversions.
Customer reviews are extremely important in your local SEO campaign for two reasons. First, they help convince prospects to try your services. Second, they reassure Google that your business is legitimate. All reviews are useful, but those posted on Google My Business provide the quickest rankings boost. Send your satisfied clients an email link to your Google My Business page, and ask them to write a review. If you do this consistently, you will soon have an ongoing flow of recent reviews.
[ Want to increase your review ratings? Click here to request an SEO quote ]
The only way to know which parts of your campaign are working and which need refining is to track your results. You can analyze your data in innumerable ways, but these metrics are the most important:
You can dig further into your rankings with a paid tool such as Ahrefs or MozPro. They are highly useful tools that track and analyze your traffic and keywords, as well as your competitors’.
Now you know why a targeted local SEO campaign is key for landscaping companies. Make your way through the 5 steps in order. Fully complete each step before moving on to the next. Here is a recap of the 5 steps:
At SEO’D Digital Marketing, we specialize in helping landscaping companies attract more local customers through Google. If you’d like help with your SEO, contact us for a free quote.
Schedule a consultation call with us today and receive a free marketing performance audit ($500 value) from our team of digital marketing experts.
A creative website design and marketing agency for small-to-medium businesses. Marketing for the greater good.