Greg Beebe’s Excel Concrete Coatings does real work and earns five-star reviews near Milwaukee — but with a Domain Rating of 0 and only five backlinks, Google barely sees the site, and Waukesha homeowners searching for coatings find competitors first.
0
Domain Rating — no trust signal yet
48
keywords ranked, mostly branded
5
backlinks — none authoritative
Greg owns Excel Concrete Coatings, a concrete coating company based outside Milwaukee, Wisconsin. He brought the site to our office hours, so we dug into its SEO to find what is blocking growth and what to fix first.
Read the Authority Gap
A Domain Rating of 0 with only five backlinks — and none from authoritative sites — tells Google the site has not earned trust yet. Backlinks are how other sites vouch for yours, and right now almost no one is vouching.
The keyword picture is better: Excel sits in position one for its own name and ranks well for “excel concrete” and “excel coatings.” The gap is local service terms like “concrete coating Milwaukee” — the searches that actually book jobs. One relevant link from a high-authority page moves the needle more than any trick, which is the point we make in our guide to E-E-A-T and real authority.
| Signal | What We Found | What It Means |
|---|---|---|
| Domain Rating | 0 | No earned trust — needs real links |
| Backlinks | 5, none authoritative | Nothing passing SEO value yet |
| Keywords | 48, #1 on brand name | Missing local terms that book jobs |
| GMB | 5 stars, recent reviews | Strong proof to build pages around |
RUN THIS YOURSELF
Check whether the client ranks only for their own brand name. If every keyword is the business name, they have zero local discovery — real customers searching “concrete coating [city]” never see them, and that is the first ranking gap to close.
Build the Missing Local Pages
Excel has no local service pages, and it should have at least seven covering its strongest markets — Waukesha, Milwaukee, Brookfield, New Berlin, Pewaukee, Franklin, and Menomonee Falls. Waukesha is the closest, biggest target and deserves the most attention.
Each page should describe real jobs completed in that city, not a copy-paste with the name swapped. That is the same structure we built for another concrete coating client — see how Endure Concrete Coatings is building local pages in North Carolina for the model.
RUN THIS YOURSELF
Open the site menu and look for city pages. If a local business has none, list its GMB service area, then draft one page per town using real completed-job photos — that gives Google both a location signal and genuine proof of work.
Fix the About Us Proof
Excel already uses real photos and no stock art — a strong start. But the About Us page is missing the faces of the team and Greg himself, which is exactly what separates a real company from one a VA could clone.
Add Greg’s story, the team, and the results they deliver, plus People Also Ask answers about concrete coating. That feeds the Expertise and Trust that Google’s E-E-A-T standard rewards.
Claim the LSA Window
“Floor installers” is now a Local Service Ads category in Wisconsin, so Greg can claim those high-intent leads before direct competitors do. LSA leads often cost under $100 and sometimes as little as $20 — far cheaper than most PPC.
The hard part is already done: Excel has social proof, real reviews, and a library of job photos. Feed that into Google with relevant links and overwhelming proof, and the rankings follow. A free Quick Audit lays out the exact order.
THE DELIVERABLE
Excel Found First in Waukesha
Turn five-star reviews and real job photos into local service pages, earned links, and LSA leads before the competition claims them.
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.