Implementing proper SEO strategies into your paving company’s marketing plan ensures your website can be found on search engines for words and phrases your potential customers are actively searching for.
If you increase your site’s visibility, that leads to more site visitors, which turns your website in a lead generation machine that can be working for you 24/7.
So how does SEO work?
The video does a good job of explaining how SEO works, but basically, there are over 200 factors Google uses to rank your site in the organic search results (the listings underneath the advertisements).
Some of those factors you have control over and some you don’t.
For example, you can’t control how old your website is, but you can control the quality of the content on your site.
At One Thing Marketing, we took all the ranking factors and categorized them into three simple ones.
- Relevance: The content on your website has to tell Google what your site is about.
- Trust: Some of the factors like the age of your website, the number and quality of inbound links, and your website’s content can increase or decrease the level of trust Google has in your brand and website.
- Competition: How competitive the paving industry is and where you are located in relation to your target customers can also affect how well Google ranks your site.
You or your marketing company need to devote time and effort into these factors in order to see the best possible ranking results for your paving company.
What exactly do you need to do?
With SEO there are different areas you need to work on:
Initial Website SEO
Do keyword research in order to find relevant keywords and phrases to include on your pages, including the title tag and meta description.
Make sure your website can be easily viewed on mobile devices. 80% of users use a mobile device to search online so your site better be mobile-friendly.
It also needs to load in 2 to 3 seconds or less. 40% of users will leave a site if it does not load within three seconds.
Easy to use navigation and a positive user experience, although not ranking factors, are also a must.
Initial Service Page Optimization
Like we mentioned before, each of your services needs to have its own page. Don’t just have a list of your services crammed on one page.
When each service has its own page, you can correctly optimize that page and its content for keywords and phrases specific to that service.
Ongoing Content Marketing
Once you get your website up and optimized, the work doesn’t stop there. In order to maintain and ideally increase your ranking, you will need to invest in content marketing.
Content Marketing is a strategy focused on creating and publishing valuable, relevant, and fresh content on a continual basis.
You should write about industry-specific topics or answer the questions you get most often from customers.
With a well-optimized website and fresh, relevant content, you can obtain quality links, or “mentions,” on other websites that link back to your website.
This signals to Google that your site is trustworthy and knowledgeable and will help your site rank higher in the search results.
SEO is a complex process, with many different variables involved along with many different strategies needed to get results.
It is also something that does not happen overnight. It takes time to see the results of SEO. But trust us…
…it is well worth the wait.
If you’re too busy running your business, but still want to see results from SEO, the team at One Thing Marketing can do all of this for you!
Contact us to schedule a FREE 30 minutes strategy session to see how we can increase your paving leads!
4. Does Google, or Your Customers, Know Where You Are Located?
Okay, so we just talked about SEO in regards to your website, but now we are going to switch to another branch of SEO – Local SEO.
So when someone goes to Google and types in search terms like;
- Paving contractors in [City Name]
- Paving company near me
- [City] paving services
They are conducting a “local search.”
When you utilize Local SEO, you are engaging in the practice of building signals, like trust, relevance, and proximity, so that Google knows that your business is relevant to a specific location.
If done correctly, you increase the chances of your paving company showing up in the “map” or “local” section on a Google search results page.
Snagging one of these three highly coveted spots gives you a 100% chance of increasing your paving leads.
What can you do to optimize your paving company for local search?
We’ll show ya!
Create, Claim, & Optimize a Google My Business Listing
Having a Google My Business (GMB) listing allows you to display your address, hours of operation, website link, and other important information to online searchers.
Create, Claim, & Optimize Online Directory Listings
There are literally hundreds of online local directories you can list your paving company on. Yelp, Yellowpages, Apple Maps, Angie’s List, Thumbtack, Home Advisor, Porch, Houzz, and BBB are just a tiny fraction of directories your paving company should be listed on.
Optimize Your Website
Make sure your website has relevant terms and phrases that are most commonly searched for so you stand a better chance of showing up in the search results.
You can also link to your Google Map on your contact page or in the footer of your website.
For those paving companies who have customers come to their shop, include driving directions to your location.
Make sure you and your employees are encouraging customers to leave a review of your paving company on your GMB listing.
The more positive reviews you have, the more likely potential customers will choose you over your competitors who have less or poor reviews.
So there you have it – Local SEO!
Pretty neat, right?!
We think so.
We encourage you to get started on these marketing ideas sooner rather than later.
If you need some help or would like to pass the burden to someone else, give our team a shout!
With our FREE 30 minutes strategy session, we can help you get your paving company in front of more potential customers!
5. You Better Be Tracking Those Leads
Let us ask you a question…
As the owner of your paving company, how do you know how much money you make each year?
You track it with some program or another, right?
Well, the same concept applies to your marketing.
The purpose of lead tracking is to see which marketing efforts are successful and which ones are not doing you any favors.
Your paving leads many come from various sources, so it’s important to track each one.
Tracking ALL marketing efforts will help you make informed decisions moving forward with your paving company marketing.
Let’s talk about the different types of lead tracking.
Fun fact for ya…
65% of Fortune 500 Companies say phone calls are their highest quality lead source.
By tracking the calls to your paving company, you can understand how customers reach you, whether they’re calling from your website, radio commercial, or print ads. Then, you can see on a recurring basis, which marketing methods bring in the most calls.
In order to be the most effective, each of your marketing campaigns needs to have a unique tracking number that forwards to your main business line.
You can even set up a Whisper Message that will tell you where the call is coming from when you first pick up the phone.
For example, you might hear something like “Call from website.”
Isn’t that awesome!?
We encourage you to have at least one form on your website. Some consumers prefer to submit a form over talking on the phone.
It also allows potential paving leads to submit their info or ask a question outside of your business hours.
By tracking form submissions, you can get a more detailed look into the actions of website visitors.
You can track things like:
- How they got to your website
- What pages they visited before filling out the form
- How long it took them to fill the form out
- Field Drop-Off Percentages (which fields have the highest percentage of people not filling it out and subsequently not submitting the form)
- Field Completion Time (how long it takes someone to fill out each field)
With this data, you can optimize your forms to have the highest completion rate and submission rate. And all this will help you get more leads for your paving company.
How do you know how your website is performing if you don’t track its progress?
We recommend that you connect your website to Google Analytics and Google Search Console.
The different kinds of data you receive with these two tools are ASTOUNDING.
You will get data on:
- Amount of website traffic
- Number of new visitors
- Pages with the most visits
- Location where your traffic is coming from
- Number of times your site appears in the search results
And the list just keeps on going!
With this data, you will be able to make informed decisions regarding your website and online marketing efforts.
So it’s clear to see (or we hope it is) that lead tracking is pretty important.
Without proper lead tracking, we would have never been able to quantify these results for our paving client: