This guide is thorough, so we’ve broken it up for your convenience. In this guide, we’ll go over how to do SEO and content marketing for your landscaping and lawn care company. We are a landscaping marketing agency and this guide provides (almost) everything we know about getting leads for your lawn care services.
Table of Contents
SEO for landscaping companies overview
There are a lot of parallels between SEO and Landscaping.
We can define landscaping as the planning, designing and initiating of improvements around a property. The main goal is to enhance the functionality and overall aesthetics of the land while maintaining those improvements with regular maintenance.
Landscapers and contractors achieve this by correcting things on the land like drainage issues, adding groundcover, installing retaining walls, adding beautifully paved pathways, planting trees, shrubs, flowers, etc. It’s all done to improve the property owner’s experience while at the same time, adding value to the property.
Similarly, search engine optimization is the act of making the best or most effective use of a situation or resource.
One might say that landscapers are really performing property optimization.
By organizing existing resources and improving upon their functionality, landscaping professionals are effectively optimizing the land-user experience. This process of organization pleasing elements not only accents the available resources but also serves to refine the focus of how the property is being utilized. It sounds a lot like property optimization to me.
How do we apply this to website SEO?
Many are intimidated by SEO and believe the train has already left the station when it comes to understanding how to do it.
For landscapers, the reality is you’re already a pro – just on a different kind of landscape.
The Internet Itself Needs Landscaping
The Internet is like a vast land with millions of properties. Some are developed, many are not. And Google’s search engine is the tour guide responsible for showing these properties to potential viewers who have varying degrees of user intent (more on user intent later).
We tend to forget the internet is still in its infancy and the landscape is constantly changing.
As I type this article, there are thousands of new users getting online for the first time. There are also thousands of new websites and online properties being created, improved upon, neglected, and everything in between.
The number of people using the internet hasn’t stopped growing since it began, either.
“You have to make your website visible online” – Well, SEO can help!
But is it really worth it? Is it truly worth the effort?
Do people really give you their business simply because your website ranks well and can easily be found on Google’s search engine results pages (SERPs)?
The answer is Yes. And here is why.
Search Engine Algorithm Updates
Google reported having updated its search engine algorithm over 3,000 times in 2018 alone.
Why does Google need so many fixes and improvements?
More people are using the internet than ever before. Google serves results to an average of 5.8 billion search queries each day and over 2 trillion queries each year. That’s a lot of searches.
Search Engines are trying to offer searchers the most relevant, trusted, and best user experience they can to match the intention of keywords or phrase someone searches.
While Google and other search engines update their algorithms all the time, you can be making the same efforts to make your landscaping business more relevant, trusted, and provide a better user experience online.
Rather than wait for Google to implement the perfect algorithm change that boosts your website to a more favorable position (not likely if you aren’t making improvements), why not take a more proactive approach with your own SEO?
SEO Is Internet Landscaping
It’s the surveying, designing, planning, installation, and maintaining of your internet landscape. SEO (search engine optimization) is the physical work that molds the internet and your properties that live within it. Thereby, shaping the user experience much like we would shape our own property for enjoyable engagement.
How is the internet similar to a property that needs landscaping?
The internet is still in its infancy despite all the engagement it has.
Fact 1: Internet usage among adults has increased by roughly 45% since 2000.
An estimated 88% of US adults are now using the internet.
Imagine a piece of property that is undeveloped but has an increasing amount of human traffic and activity. Lots of people just milling about, not knowing what to do. This is your current undeveloped or non-landscaped website. You must shape it into what you want to inform your visitors of what they can do and experience on your property/website.
You can make your website more useful and pleasing by offering more help to your potential customers.
For instance, one of the ways we’ve gotten hundreds of hydroseeding leads for a local landscape company is by writing a really in-depth article all about hydroseeding.
Fact 2: Those that grew up with the internet are now in their mid-30s.
To further illustrate the findings of Fact 1 – the upper end of the millennial generation that grew up relying on the internet and search engines to answer questions are now in their early to mid-30s.
These facts can lend insight and point to two eventual certainties in the near future:
The same group of up and coming adults are now in the age bracket (30-35) where they will be taking and filling decision-making positions for companies and at their homes in every market.
According to recent Zillow data, the new common age of the first-time homebuyer is age 32.5. Same age bracket again.
So what does this data tell us about landscaping?
Let’s begin with Fact 1.
We’ve recognized that internet usage among adults has continued to climb steadily each year it has been available. If we also factor in technologies like cell phones and other personal devices that continue to evolve – making the internet even more accessible, the next 10 years will likely see even more user engagement.
Those users trust search engines and search very specifically for landscaping services. They even do their own self-education to know what goes into the landscaping services that you provide.
So we have 88% of US adults currently on the internet with younger generations using the internet even more and in ways we never thought possible. This is the future.
It’s inevitable. In order for your landscaping business to be competitive, you must cover all your ground (pun intended).
And the internet has a lot of ground.
Think of it like this. If you’re not visible, your competitors already are.
An example: a common search for someone in the market for a landscaping company might use the following search query or keyword:
From the screenshot above we can see the first 4 results in the SERPs (search engine results page) are paid advertising.
Paid ads are a valuable tool you can use to get your business listed at the top of a SERP, but you’ll be paying per click.
This article focuses on what you can achieve through organic SEO, which will grow over time with proper content architecture, maintenance, and upkeep.
Scroll down further and let’s look beneath the paid ads on the SERP.
What we’re seeing here is our first opportunity. As a business owner, you have the opportunity to create or claim an existing listing for your business using Google’s own directory called Google My Business.
Google does its best to anticipate the user’s intent when they search, which is whey the show several local companies for this keyword. The business profiles that show up in Google My Business are referred to as the “Map Pack”.
You have the opportunity to claim your business profile and fill it out with relevant information regarding your business that searchers would want to know when looking for a landscaping company. Things included are:
While this isn’t your website, it’s an added opportunity to be placed higher on the SERP for someone in your area looking for your landscaping services.
This is your first property to improve the landscape. Adding relevant photos, correcting any misinformation – address, business hours, services categories, etc. The more information you add, the better your chance of Google placing it higher up in the pack.
Next, encourage your customers to review your landscaping business on Google My Business. Remember, Google wants to be a good tour guide to users who are searching for the properties that exist on the internet. Google only wants to show users relevant, developed, functional and aesthetically pleasing properties.
Moving on further down the page we see our first organic results.
The first three organic results are web directories. This is no surprise because of the original search query looking for “companies” – implying the user may be shopping around to find the right landscaping company for their project.
Directories are also useful tools you can use to improve your SEO. Some directories automatically create a business listing for you and all you need to do is create an account to claim the listing and update it with your information.
Some directories like Angieslist.com require a paid subscription. Much like the paid ads at the top of the page, it certainly will improve your visibility – but we’re focused on what you can do to improve your website’s SEO organically.
Below those three directory listings is a section where Google features answers to semantically related questions. Google chooses these featured questions based on other popular searches that have information in common with the initial search query.
This gives us a little more insight into the process Google performs when serving the results for a particular query. The search engine does this to try and interpret user intent.
What is User Intent?
We mentioned the term user intent earlier. We can never truly know what the searcher’s “absolute” intent is for a given search. We can only speculate using context cues and the literal words being searched as possible indicators.
However, it’s still likely that two people could be searching for completely different things, but be using the same search query.
For example, someone searching “landscaping companies near me” might be looking for:
A landscaping job or position in their area.
It could be someone who wants to talk to an expert about laying sod.
It could be your ideal customer trying to understand what to expect from working with a landscaping company on their dream home.
This is why Google goes the extra step, offering more information related to the query with featured questions on SERPs.
These three featured questions are very telling.
How do you look after your lawn?
What does a landscape contractor do?
What’s the best way to maintain your lawn?
You can use these featured suggested questions as guides when creating content for your website. If Google finds these additional questions and answers to be useful to users, so should you!
But they don’t stop there.
If you click on the arrow just below the featured questions, the window drops down to show even more semantically related searches.
These additional questions cover many (but not all) of the possible types of information the user is actually seeking with the original query. You can then click on the arrows to the right of the questions to dropdown the window to find the answers.
Here’s a breakdown of those 5 additional questions:
Education for (DIY) lawn care.
Education on what a landscaper’s job entails.
Education for (DIY) maintaining your lawn.
Educating the user on how to make an informed decision when selecting the right landscaping company.
Education on common costs and pricing for landscaping services.
Why Does Google Offer So Much Additional Information?
The common theme with these additional related questions is EDUCATION. Google wants to equip the user with as much knowledge as possible for any intended outcome. Especially in the event that they are looking to make a purchasing decision.
The additional questions read much like a crash course for the beginner looking to perform their own landscaping services.
Google does this because they have vested interest in making sure the user comes back to their search engine for all their searching needs. Offering as much relevant information as possible is one way Google is the dominant search engine.
Knowledge equals authority.
That’s exactly what you need to do when thinking about creating content for your landscaping company website.
And that’s exactly what we’re doing with this article. We’re writing about every aspect we can regarding how to optimize or “landscape” your own landscaping website for better SEO results.
(We’re doing it to attract you to our website and if you need help, we’re here for you.)
Optimizing Your Landscape Services Page
The first step you need to take in optimizing your landscape service pages is making sure you take inventory of everything you offer. More often than not, a landscape company will tell us they will build retaining walls, but they don’t mention it on their website!
How are you going to get leads for it if it’s not on your site!?
Here is a list of some landscape and hardscape services you might offer. These are also a great place to start when you do keyword research for landscaping.
Each one of these services are great keywords that you should be writing about on your website.
Services: Residential and Commercial
Ground Cover Options
Fabric Ground cover
Snow and Ice Removal
Patios and firepits
Retaining walls and vinyl walls
Stairways and walkways
Plants and vegetation
Water installation – fountains, etc.
Adding curb appeal and value to your home
Use what Google provides you to get more ideas
By simply performing keyword searches like those we previously mentioned, you can use the information Google provides in their search results to inform how you present your landscaping services.
If you investigate and do thorough keyword research, you’ll uncover what you should be writing about to attract your customers to your site through the search engines.
For instance, if you offer rubber mulch ground cover as a service, don’t just simply write on your service page “We offer rubber mulch ground cover”.
That would be too easy and it isn’t very informative to the user.
A better idea would be to create an individual service page called Rubber Mulch Installation and break down the information the same way Google does in the Additional Questions or “People also ask” section.
We have landscaping companies that we do SEO services for ask us all the time, “why don’t I rank for that service?”
More often than not, it’s because they only mention the service once, don’t have a lot of information about the service, and there’s no sense of authority because the topic isn’t written about or covered well on the website.
Think about this…
If someone searches for “hydroseeding near me” and they have a lot of questions about hydroseeding, like how it works, what it costs, etc. Do you think Google is going to rank the landscape providers site that only mentions hydroseeding once or the one that has a whole glossary that answers every question someone might have about hydroseeding?
The answer is the one with more information.
Now, there’s a little more to it than just providing more relevant information about landscaping topics. You do need to make sure you make it very clear that you offer services at a local level.
Local SEO Strategy
Once you’ve listed all of your services, and have written thoroughly about them, you need to make sure you appear in local searches.
There are several tasks you’ll want to make sure you do in order to make it clear that you offer local landscaping services in certain areas:
Make sure you have great web design that offers an effortless user experience.
Use a tool like Moz Local to manage other business listings all in one place. Google likes to see that your business is listed across the internet and has consistent information.
Use internal linking to help Google make sense of how your site is structured. That means if you have a blog post about a certain landscaping topic, make sure that you have a link to your service page for that topic.
Create an individual page for all of your services and list the areas you serve.
Create a locations page that lists all the locations you serve.
Write and optimize your meta title and meta description. These are the titles and descriptions you see in a Google search.
Do you need SEO for your landscaping company?
We offer SEO and content writing services for the landscape industry. If you do any kind of landscape, we’ve got you covered. Our team of digital marketing experts have increased traffic by 10 times and lead volume over 1,000 percent for landscaping companies.
In order to write strong SEO copy for landscaping, you need to make sure to empathize with your customer. Good copy should help the landscaping customer find any information related to your business and the services you offer as easily as possible.
Does SEO really help grow landscaping companies?
Yes. Organic traffic to your landscaping website can bring in more leads. The key to this is making sure to build your website properly and write good content for your site.
Get Website Marketing Knowledge Like This Weekly
Join hundreds who receive one email every Wednesday. We drop a little website marketing knowledge we acquire as we help others build momentum.