How Excel Concrete Coatings Can Floor Over The Competition

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Excel Concrete Coating’s Website Home Page

Greg Beebe owns Excel Concrete Coating, a concrete coating company based outside of Milwaukee, Wisconsin.

When Greg reached out to us in our office hours meeting, we went into a deep dive of his website’s SEO and marketing practices to best determine how we can help.

In this audit, we’ll go over their SEO audit results and recommend solutions to improve them.

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Excel’s SEO Results

Excel Concrete Coatings has a DR of 0 and is ranking on 48 keywords and 5 backlinks.

Backlinks represent how many websites are linking to his own. The more authority a website has, the more likely it will pass on SEO juice to Excel.

Out of these backlinks, there’s no authoritative links being sent his way.

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Excel Concrete Coating’s Backlinks

This explains why he has a DR score of 0, as DR is more of a measurement according to Google of how trustworthy a website is.

On the organic keyword front, things look a bit better.

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Excel’s Organic Keywords Rankings

Fortunately, Excel Concrete Coating is in position 1 for their own name, which is also where most of their organic website traffic is coming from.

They’re also performing well for the keywords “excel concrete” and “excel coatings”.

Ideally, we’d want them to be in more keywords related to specific local service areas.

“Concrete coating Milwaukee” as an example.

Currently, a main driver of their traffic is from Excel Concrete Coatings’ GMB (Google My Business).

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Excel Concrete Coating’s GMB

Excel makes use of many images in their GMB and has links to their website, but doesn’t include any of their socials.

Fortunately, they have recent reviews and a 5 star rating and a decent number of reviews available.

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Excel’s Recent GMB Reviews

Recent reviews are important because Google wants to make sure the business is still doing great work, and is a substantial driving in their rankings.

On LocalFalcon (our SEO map tool), Excel Concrete Coating has some work to do on the term “flooring contractor”

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Excel’s LocalFalcon Map Results

 Since their biggest and closest target market is Waukesha, more emphasis should be put on targeting location based keywords for that city.

Improvements to their GMB will also help as mentioned earlier.

What can Excel Concrete Coatings do to improve their website?

A good thing Excel has done is use real images they’ve taken and no stock art on their website.

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Excel Is Using Real Images On Their Website

This is important because everything Excel does should adhere to Google’s E-E-A-T policies. This stands for experience, expertise, authority, and trust.

The more we can demonstrate this, the more Google will reward us.

Google wants to see that you’re a real business doing real work in the area you claim to operate in. Which is why Excel should consider adding LSPs (local service pages), which are currently missing from their website.

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There Are No Local Service Pages On Excel’s Website

This is especially important for ranking on these location dependent keywords. Excel Concrete Coatings should have at least 7 of these pages with their most popular service areas.

To find these areas I asked ChatGPT:

My friend owns a concrete coating company. His business GMB address is W304S3925 Brookhill Rd Unit 6, Waukesha, WI 53188. What are 7 locations he should add to his website?”

Here was the result:

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Asking ChatGPT What LSPs to Include

These locations would include:

  • Waukesha, WI
  • Milwaukee, WI
  • Brookfield, WI
  • New Berlin, WI
  • Pewaukee, WI
  • Franklin, WI
  • Menomonee Falls, WI
  • West Allis, WI

Each LSP should include real work that has been completed in the areas for each page, which further amplifies our experience.

The about us section also needs to be improved substantially.

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Excel’s “About Us” Page On Their Website

Remember – we’re trying to demonstrate to Google that we’re a real business. So where are the faces of workers?

Where is Greg on his own website? This isn’t just for show – it really helps Google separate real companies from fake ones.

A good litmus test is asking yourself: “Can some VA in India replicate my website?”

If the answer is yes – it’s because you don’t have enough information about the founder, team, their story, and the results they provide.

That’s why adding that info to their “about us” page is so crucial for SEO success.

Excel Concrete Coating Should Add PAA Questions

PAA questions (people also ask) are questions users have related to concrete coating they want answers to.

PAA questions for concrete coating would be similar to this example.

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Examples of PAA Questions

Even though these are good questions to answer – we can get even more specific based on location and service types.

For example, if I ask ChatGPT, “My friend owns a concrete coating company in Waukesha, WI. What are some PAA questions he can answer? And can you answer them?”

Here are the result:

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Asking ChatGPT What PAA Questions Excel Can Answer

The PAA questions ChatGPT recommends answering are:

  • What are the benefits of concrete coating?
  • How long does concrete coating last?
  • What types of concrete coatings are available?
  • Can concrete coatings be applied to old concrete?
  • Is concrete coating expensive?
  • How do you maintain a concrete coated floor?
  • How do you maintain a concrete coated floor?

Answering these questions can attract potential customers and feeds into the “expertise” E for Google’s E-E-A-T.

What type of marketing should Excel Concrete Coating do?

Fortunately, “floor installers” is now an LSA category for Google’s local service ads in Wisconsin. This means that Greg has the ability to take advantage of this before his direct competitors do.

While PPC and FB ads can certainly be effective, LSA ads are fantastic at generating quality leads for under $100 and sometimes even as low as $20.

With this new update going live, it would be insane for them to not utilize it.

The good news is that Excel has social proof and does good work.

The basis of digital marketing is to promote services and businesses that already do good work. And because Excel Concrete Coating has a positive reputation and a rolodex of images, they now need to feed that data into Google.

The hardest part is over – utilizing relevant links with authority (like the one coming from this article) and demonstrating overwhelming proof, they can scale so much farther.

Parker Nathans
Parker Nathans
Parker Nathans is an entrepreneur and founder of Analytic Aim, a digital marketing agency specializing in getting more calls booked for local service businesses.