Landscaping Agencies' Local SEO Guide (Updated)
Landscape agencies face some real challenges in finding new customers. Although word of mouth is vital, more and more new prospects are now simply performing a Google search and calling the first companies on the results page. To create a solid customer list, you must work your way to the top of Google rankings.
We take you through our proven, step-by-step process to get your business to the top of Google results. However, let us first investigate why local SEO is vital for landscape design companies.
Three reasons for landscape agencies to invest in local SEO:
The yellow pages have disappeared and Google is king: not long ago a landscaper was able to place an advertisement for yellow pages, sit back and wait for the phone to ring. Today, no fewer than 97% of people search online for local services and Google is the undisputed leader of the package.
Free movement: although things are evolving slowly, advertising is still one of the largest expenditures for small businesses. Increasing your Google rankings gives you a continuous flow of free traffic that you only have to convert to paying customers.
Zippy results: although national and multinational companies do not see results from a new SEO campaign for about 6 to 12 months, you have a huge advantage. You only compete with other landscape architects in your immediate environment, not half the world. And many of your competitors do not use local SEO. This means that with a targeted campaign you can jump to the first page with local Google results in just 30 days!
Step 1: Choose your keywords
The first step is simple. Quickly create a list of keywords that match your services. For example, you can choose 'landscape architecture', 'landscape design' or 'landscape architecture'. If you have a fairly comprehensive list, you can sign up for a free Google AdWords account.
You do not have to build or finance an advertising campaign. You simply want access to the free Google Keyword Planner. With this handy tool, you can see how much traffic each keyword generates and propose similar keywords that you may not have thought of.
Now you can complete your keyword list. All keywords fall loosely into 2 basic categories:
Purchase intention: keywords with purchase intention mean that a prospect is currently ready for your services. For example, "Landscape Architect in San Diego" probably means that the client is ready to work on his garden.
Buying keywords with intention leads to the fastest conversions, so they must be your top priority. Use them on your homepage and create a separate service page for each.
Research intention: keywords with research intention indicate that the prospect 'just looks'. Perhaps he wants landscape architecture services at some point, but not today. For example, someone who asks about "garden ideas for a small garden" might wonder if a landscape architect is a right choice.
These keywords have a lower priority because they do not generate fast conversions. However, do not throw them away. You can use them for blog posts and frequently asked questions, which introduce you to prospects who may remember you when they need a landscaping company.
Step 2: Optimize your keywords
With your definitive keyword list, you can optimize in two places: your Google My Business page and your website. This is what to do:
Google My Business
See Google My Business as a mini-website for the "Maps" section of Google. It increases your online presence and offers a snapshot of your services. It can also improve your rankings quickly because it is easier to give a Google My Business page a higher rank than a website.
Fill in all elements accurately and completely to optimize:
Verification: first claim your page and submit it for Google verification. You know this happens when you see a checkmark and the word "Verified" next to your company name.
NAP: your NAP or company name, address and telephone number must be accurate and identical on the internet. Let Google know that your business is local by choosing a local phone number instead of an 800 number.
Categories: Google categories are service-oriented, not result-oriented. The landscaper is a valid Google category, just like the supplier of irrigation equipment and lawn care, if applicable to your business. Try to list 3 to 5 categories if possible.
Description: This is just an introduction of 100 to 200 words for your business that ends with a call to action. Try this format: {Company Name} is a {landscape architect} in {Your City}. {Give some information about your top services and/or why customers love you.} Call {Phone Number} today for a free estimate.
Hours: make sure your opening times are updated and that they are displayed correctly wherever they appear online.
Images: Images increase customer engagement and help new prospects understand what to expect. Add some photos of your equipment, team members and completed projects (with the homeowner's permission). Make sure your images are sharp, between 10 KB and 5 MB in size and have a minimum resolution of 720 x 720 pixels. Also, consider replacing the generic Google My Business background image with a brand image.
Website optimization
Your top priority must be your home page and service pages, your 'core pages'. Optimize them for your keywords with purchase intent. Later, you optimize your "content pages", such as blog posts and frequently asked questions, for your search-intent keywords. Here's how:
Homepage: the most import element on your page is the title tag. Think of it as a chapter title in a book, describing your company in just 50 to 65 characters. Try this format: Landscaping Company in {Your City} | {Company Name}.
The meta description uses 100 to 150 characters to explain your core services, ending with a call-to-action. Format it like this: {Company Name} offers professional {landscape services, or similar} in {Your City}. Call {phone number} today for a free estimate!
The visible head, or H1, is focused on your primary category. Format it in the same way as: {Landscaper} in {City, State}.
Be the last to write your page copy of 500 to 1000 words. It must be powerfully written and tightly crafted, explain your core services and end with a powerful call to action. Sprinkle your primary keyword as it naturally fits, but avoid 'keyword stuffing' or force it into the copy.
Service pages: every core service must have a unique service page. Optimize it in the same way as the start page, with the correct keyword.
Step 3: create quotes and links
With the framework of your local SEO campaign ready, you are ready to make quotes and links. Both improve your Google rankings by increasing your online reach.
Quotes: a quote is simply an online directory list of your business NAP (name, address and telephone number). Options include general national telephone directories such as Facebook and yellowpages.com, general local telephone directories such as your Chamber of Commerce website and telephone directories that are specific to landscape architecture. Make sure your NAP is exactly the same for all quotes.
There are many free directories, but some charge a listing fee. View Google Analytics before you pay. It is not worth paying for a list that does not generate traffic and conversions.
Links: To reach the top of the Google rankings, you need inbound links from reliable and authoritative websites. Develop relationships with those whose services complement yours, such as general contractors and homeowner associations, and then ask for trade relationships. You can see where your competitors get their links with a tool such as the Moz Link Explorer.
Step 4: Ask for reviews
Customer reviews are extremely important in your local SEO campaign for two reasons. First, they help convince potential customers to try your services. Secondly, they assure Google that your business is legitimate. All assessments are useful, but those posted on Google My Business provide the fastest ranking. Send your satisfied customers an email link to your Google My Business page and ask them to write a review. If you do this consistently, you will soon receive a continuous stream of recent assessments.
Step 5: keep track of your results
The only way to know which parts of your campaign work and which should be refined is to track your results. You can analyze your data in countless ways, but these statistics are the most important:
Rankings: Google displays custom rankings based on previous browsing activity. That is why you need a tool to view your actual rankings. Let your webmaster install the free Google Search Console (formerly Google Webmaster Tools) and view your rankings at least once a month.
You can dig further in your rankings with a paid tool such as RankRanger. This very handy tool keeps track of both your Google My Business page and your individual web pages and automatically updates the ranking data of all your SEO campaigns.
Traffic: One of the best ways to track your traffic or website visitors is with Google Analytics. You can view not only your total traffic but also the traffic for each individual web page and even what part of the traffic comes from Google Search. Check your report at least every 30 days and keep an eye on long-term trends.
Conversions: A conversion is a specific behaviour that potential customers must perform, such as contacting you for a free estimate. With Google Analytics you can track both phone and web conversions, learn which of your web pages have the highest and lowest conversion rates and discover which services generate the most conversions.
Ready to get started?
Now you know why a targeted local SEO campaign is crucial for landscape architecture companies. Follow the 5 steps in order. Complete each step before proceeding to the next.
Here is a summary of the 5 steps:
- Keyword research
- Keyword optimization
- Quotes and links
- reviews
- Tracking
Need help with SEO?
At Main Street ROI we specialize in helping landscape architects to attract more local customers through Google. If you want help with your SEO, please contact us for a free quote.
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