Local SEO: What Is It and How Do You Do It Right?

Using local SEO can help you reach more customers and get more projects. Here's the right way to use this online passive lead generation.

Judson Burdon
Posted by Judson Burdon on July 30

Local SEO can bring you customers even when you do not advertise to them specifically. This aspect of online marketing for asphalt maintenance companies means you turn up when customers look for your services. It’s the best option for passive lead generation.

What is SEO?

SEO is short for search engine optimization. It’s the practice of creating content in such a way that it is deemed valuable by search engine algorithms. That lets it place high on the search engine results page.

In practice, SEO involves two sides. The first is including specific SEO keywords a set number of times in your content. Typically, keywords should make up 1% to 2% of your content, and you can use a keyword tool to find the best ones.

The second is non-content. These include filling in the alt text on photos, ensuring your website loads correctly on mobile phones, and backlinks from reputable websites. These are markers the search algorithms use to determine which websites are maintained.

Download 5 Mistakes Successful Contractors Avoid

What Does Local SEO Mean? 

Local SEO is a specific type, not a separate practice. With local SEO, the goal is to have your website at the top of the search results when someone searches from your local area. For example, if someone types “asphalt maintenance + {your city},” you want to show up.

Local SEO is much more specialized, and you have a variety of tools you can use. Using as many as you can help your online marketing for your asphalt maintenance company immensely. Done right, local SEO is essentially free.

What is Google My Business?

Google My Business is the best local SEO tool. The account is free, and it allows you to control what information shows up when your listing appears in Google search results. The profile also feeds into all of Google’s other services.

A Google My Business account lets you claim it as the owner of the business. Then you can fill in the profile, add your logo, put up some job pictures, and generally make the profile appear nicer. You can also link to your company website and social media.

Do You Need a Business Website? 

Your business website does not need to be fancy to do a good job. You need a home page, an "About the Company" page, and a service page to get leads off your website. If possible, it should also display your social media and other connections.

Why Should You Have Social Media?

Social media is an excellent tool for local SEO and general online marketing for asphalt maintenance. However, there are so many platform options that it can be overwhelming as well. Which platform you pick should depend on your comfort level rather than the statistics.

Adding location to your social media account can help with local SEO.

In general, you want to create social media accounts and post to them at least a few times per week. Adding locations like your town will help your local SEO scores and help you build an interested audience. Social media can also serve as your portfolio for new clients.

What is the Importance of Reviews?

Reviews are essential for your new customers considering your services. Most people will look you up online and read the reviews before they sign your contract. You can ask every client to leave a review to help with this.

Having reviews on Google is potentially the most beneficial for online marketing for your asphalt maintenance company. Reviews on Google will tie to your Google My Business profile, which in turn raises your rank.

Linking Everything Together

Where possible, you should list the other profiles you have. For example, you can add your website and social media to Google My Business. This linking ensures people are looking at what you do, not what your competition does.

What Are Consistency Audits?

You need your contact information to be correct across the internet, or you will miss job opportunities. Your company can start with the correct information. Still, over time, it may become out of date or changed due to data processing errors.

The best practice for local SEO is to put audits on your calendar. Once per quarter is the minimum to check all your company profiles for the correct phone number, email, and address. Then your online marketing for your asphalt maintenance company will generate the most leads possible.

What Are Directories?

Including your company in local business directories such as those put together by chambers of commerce, professional organizations, and others also helps local SEO. This avenue provides both a new avenue for customers to find your company and more SEO backlinks for your website.

Check out the webinar Asphalt Kingdom’s founder Judd put together with Brett Sutherlin. There’s an incredible number of tips in the half-hour that will have your business generating more leads.

Have a question? You can get free friendly expert advice by calling us at 1-866-399-5562.

The Secret to Growing Your Business Fast

Topics: Asphalt Maintenance Business

Share with a Friend

Leave a Comment