How James Stikeleather at Endure Concrete Coatings Can Generate More Quality Calls in North Carolina

Cory Parks of HydroHelp911 reached out to us a week ago asking if we could give a quick audit for a different company in the same local service area.

This business is Endure Concrete Coatings run by James Stikeleather, a concrete coating company based outside Charlotte, NC who’s looking to expand their SEO potential and generate more qualified calls for folks looking to get their driveway or basement re-done.

James does excellent work around Charlotte for his clients, and we want to help amplify it.

In this article, we’ll be giving an audit of how Endure Concrete Coatings can boost their SEO rankings, amplify their authority using the Content Factory, and drive more quality calls.

What’s Our Current SEO Stats?

Firstly, our SEO stats are all zeros for DR score and for traffic. The site has *essentially* no SEO power, since if it did, Endure would already be generating clicks organically.

While this is common with new business websites, the reason is because we don’t yet have authoritative or relevant backlinks which show a trust signal from Google. You can see that reflected by the NO-FOLLOW signal for the few backlinks we do have.

Google is looking for high authority or relevant websites as a measurement of trust.

For example, whenever we publish blog posts for clients on BlitzMetrics, we’re improving clients SEO by nature of the website being DR 63 and the overwhelming authority which comes with it. 

A single backlink from us will give you tangible measured results, and much more than any SEO “hack”.

This also applies to our Geo-Grid, since if other concrete coating companies like Excel Concrete Coatings in Wisconsin were to relevantly link to Endure, this would serve as another trust signal.

While we’re getting 0 organic traffic in the door from my screenshot above. But we are ranking on 40 ish keywords, which is better than nothing.

What we’re looking for is how relevant these keywords are for driving real phone calls. For example, “concrete coating charlotte” would be one of the most valuable, since it’s high intent. But the keywords we’re ranking on aren’t even on the 2nd page, so it doesn’t really matter right now anyways.

I’ll give an example for another concrete coating company we’re working with. You can see most of the traffic is coming from their name (branded search) but also from “wisconsin concrete coatings”, “oak creek concrete coatings”, and etc.

This is good because folks searching for these terms almost always book calls.

For our GMB (Google Business Profile) – we need more new reviews. Our newest was from a month ago. Ideally, we have 3-5 every week since new relevant reviews are directly linked to LSA performance.

I would make this a TOP priority right now.

We need to add an address and to fill in a bunch more info for our GMB.

One thing we LOVE is how many images and videos we already have, which is a reflection of producing EEAT content and exactly what we want to highlight on our website and repurpose and share broadly.

Endure is doing a great job keeping up with posts on the business profile itself, but what will push more calls will be more reviews, full stop.

What Changes Are Needed On The Website?

Okay – now let’s talk about the website. It’s important to note that you don’t “do” SEO, as it’s more about showing real experience, expertise, authority, and trust. That’s amplified by doing great work, having authoritative and relevant backlinks, and including all of this on the website.

WAY too much to go into here, but here’s 5 things off the bat which could be improved just from a quick overview:

1.) We need more EEAT content on the home page.

Ideally, this includes links to service pages, LSPs, pictures and videos of your team (which we already have on our GMB), etc. 

This will help us show Google that we’re a real business operating in the Charlotte Metro area.

In other words, would someone in India be able to copy this? If so, we need the ingredients which show we’re legit (which fortunately, we already have based on your GMB posts).

2.) Service pages need to explain more detail of what we do and how we do it. 

For example, on https://endureconcretecoatings.com/basement-coatings-charlotte-nc/ we should describe the full process for basement coatings, how epoxy is applied, etc. This is where authority comes into play, so we can show search engines that we really know what we’re doing.

This represents an E in EEAT on expertise.

This also applies to PAA questions so we can rank on questions folks ask about concrete coatings in NC. 

3.) We need LSPs (local service pages).

Like we mentioned earlier, we need to rank for our local signal. Which means we should have at least 8 – 12 LSPs for our most common communities we service.

In other words, when someone searches for “concrete coatings Huntersville NC”, we want to be there. This gives us the chance to yes, show Google that we operate in these areas, but also rank on location specific keywords for our services.

Take for example, this LSP for concrete coatings in Waukesha, WI.

You’ll notice that in this example, we describe their service and how it relates to the area they operate in.

4.) We need a solid “about us” page.

Google and customers want to know who’s the face behind Endure. I don’t believe Cory has mentioned your name, and I can’t find it anywhere on the site. This is a problem, since real people are what shows Google that we’re legit and deserve to rank. Ideally, this includes your story, the story of the team (with photos and videos), and all the other relevant info about what we do.

This will be huge for us. Again, it’s about asking ourselves “could a stranger recreate this from scratch?” and if so, we need more info.

5.) We need to replace all clipart with real EEAT images. This extends to blogs, where the information doesn’t show a unique signal.

For example, for a blog post on our website, we have someone else’s image. Google can tell, and we’re penalized for it.

On these blog posts themselves, there’s no PROOF that it’s relevant. No mention of Charlotte, no mention of the team, past projects completed, and real documented work.

I could recreate this in 20 seconds with ChatGPT, and that’s wrong since I’m 1000% sure you know more about how to lay down epoxy than I do.

For example, take this blog post we wrote for Excel Concrete Coatings.

See the difference, and how by sharing real experience it allows us to rank?

For SEO, it’s a long term game.

The more customers you have, the more we’ll grow. And the more real documented proof we have, the easier that will happen. 

How Can We Generate More Calls ASAP?

The easiest way for us to generate more leads as soon as possible is through LSA and PPC ads. Since LSA is almost a reflection of our Google Business Profile, PPC ads will be the easiest way for us to generate more calls in the short-term.

This is due to the nature of local service ads and PPC being high intent – folks searching for “concrete coating Charlotte” are more likely to use the service immediately.

Once we have a bit of steam going here, we’ll move to Facebook Dollar-a-Day ads. Although this is more midfunnel, we’d be going for high quality lead generation here based on the content we produce.

In Conclusion:

While SEO is a longterm game and we do have guidelines for how to structure websites for local service businesses, utilizing PPC and LSA ads in combination with raising our organic rankings over time, will be the winning combination.

As we continue to grow and add more reviews, we’ll continue to repurpose content following the Content Factory and scale up from there.

Although nothing crazy will happen overnight, this is the first step in making sure Endure Concrete Coatings can dominate the greater Charlotte area.

The good news is that James does excellent work, and if we capture and promote that properly, there’s no reason why we can’t move fast.