Search engine marketing strategies for flooring companies.

If you cannot afford to hire an SEO company like Inbound, this article was written for you. It will walk you through everything we know about marketing a flooring company on Google. We will cover best practices, and the campaign types that will generate the most revenue. We will also give you DIY tips that you can use to get started right away. Our goal is to help you generate revenue from Google.

SECTION 01Customers are looking for you on Google.

Almost every flooring lead will come from a search engine or directory using a keyword with either high or low intent. This is what it looks like:

• Research phase. Most customers will use keywords like “best flooring for homes with pets” or a more focused keyword like “flooring companies near me.” The terms that convert the best are those that specify a need to hire or buy from an actual company near them. Figuring out the right keywords involves a keyword research phase.
• Local search. Depending on the keyword, Google’s algorithm will look at the users intent “what are they looking for”. For flooring companies that means the user is looking for a local business. Google understands this, and that is why they will show the user a page starting with paid ads at the top, followed by a map pack of local businesses. This is why you need Local SEO and ads. Show up at the top of every page where customers look for you.
• Discovery. There are dozens of competitors for your customers to choose from, including attributes of each company ranging from: reviews, brand, business description, and overall presentation. Some customers will call the first listing, as long as your reviews are not obviously negative. This means you cannot just show up in the top three, instead give the customer a reason to choose you. Do this by optimizing your listing with organized service pages, photos, hours, insurance, and anything else that will give the customer a reason to call.
• Converting. When a customer picks you from the list, they will call you directly from maps or click through to your website and call from there (or fill out a contact form). Make sure you give the user clear and upfront phone numbers and forms to contact you and do not make it hard for them to find your information. You will be surprised how many will just hit back and visit the next company on the list.

Google’s algorithm has already decided that your customers are looking for a local business. You need to make sure your listing is the one that they want to call.

SECTION 02The strategies that work for flooring.

Every type of search engine marketing campaign will require a different skill set and time to performance. Here is the difference between all your options, and what our experts recommend for flooring companies.

1. Search Engine Optimization (SEO).

Organic SEO does not generate business overnight, but it will work over a 6 to 12 month period. We are talking about Organic not maps, which is found below ads and the map pack on Google. The tactics that help you rank in organic are different than Local SEO. You need to focus on content development, site speed, landing pages, and backlinks.

2. Local SEO.

Local SEO is whenever Google Maps is the result for a keyword. The majority of a flooring companies potential customers will be shown maps by Google, because their keyword is telling Google they want to find a local business in the area.  These types of keywords have what we call local intent, which means they need your phone number, directions, hours, reviews, and pricing. As we mentioned above, optimize everything to generate that first impression trust with a potential customer.

3. Google Ads.

Google Ads sits at the top for almost every keyword, but you pay per click. With an ads campaign you have full control over which keywords you can target, hours, location, device and ad text. You can also show ads in the map pack or maps.google.com in an ads campaign. The trade-off: you will always pay for every click, and your budget will likely be higher than local SEO. As a flooring company owner, you should do both.

The key is to ensure they are both profitable and not wasting your time or money.

4. Directory listings.

Getting listed on directories like Yelp, Angie’s List, and Yellow Pages. These will put you in front of ready-to-buy customers. It will also help you rank on maps and for local search terms. Our recommendation: find niche local directories and get listed. Make sure you fill it all out like your GBP profile with exactly the same details. Make sure you add your services, photos, and get new fresh reviews for the most popular directories.

SECTION 03SEO tips to get started with SEO right away.

Whether you are DIY or hiring an SEO, these tips can help you perform better now. If you do have an SEO, make sure they are doing the following. If there is any doubt, give us a call and we will be happy to audit your campaign for free.

1. Competitor analysis. Research what competitors are doing. Then analyze similar businesses in other areas. You’ll come back with dozens of ideas for services, website design and layout, including keywords and content ideas.
2. Keyword research. The most important step is to figure out what keywords customers use to find your business.  Use Ahrefs, SEMrush, or Moz. Don’t skip the long-tail terms either.
3. Website optimization. Optimize your content with the keyword research you just did above. Be specific and create a page for each keyword group. Always remember, your home page should target the most important term  “flooring company,” and your internal pages should be organized by services and products like type of flooring. Brands, materials, and finish. Each of these should have a focused page.
4. Local citations. Ensure your listings all have the same business information — name, address, phone To do this, you can use tools to automate the process. Our favorites are Yext and BrightLocal.
5. Call tracking. Tracking where your calls are coming from is vital if you are to succeed. You need to know whats working, and where you can double down to improve. If business slows down, you can look at historical information to figure out whats causing the slow down.

SECTION 04Free DIY guides we wrote.

If you can’t afford an SEO yet, here are some guides to get you started. Follow these and you should see your rankings climb over time. If you have questions along the way, please give us a call for help and we will be happy to answer your questions. No, you do not have to be interested in signing up to schedule a call.

• Google Business Profile in-depth DIY guide →
• Website optimization DIY guide →

SECTION 05The tools we actually use.

A professional SEO will use tools to manage these types of campaigns, here are our recommendations for flooring companies that want to market on Google.

• CallRail — call tracking, email tracking, and call-source analysis.
• Ahrefs — site audits, keyword research, competitor research, ai seo metrics, and backlink analysis.
• SEMrush — same as Ahrefs but a different output. We use both because they catch different factors.
• Moz — another great optimization and analysis tool with a different style of output.
• Yext — allows you to manage almost all of the major citations from one dashboard.
• BrightLocal — a great alternative to Yext without a monthly fee. Pay once, and your citations are yours forever.

SECTION 06Dominate the competition.

For a flooring company, Local SEO is the most profitable campaign type. Especially if you have a limited budget. For companies with a larger budget, we recommend organic SEO, Local SEO, and Google Ads together. If you need immediate results, start with Google Ads, followed by Local SEO, which falls between Ads and Organic.

In order to drive new business to your business fast, you have to do it right. Do not waste your time on cheap SEO services or one-size-fits-all packages. SEO is an extremely technical and in-depth skill that takes years to master. Find an SEO company like Inbound that will run a custom campaign for you the right way. Give us a call and we will explain the difference in details that you can understand.

The best flooring SEO experts focus on your ROI not just traffic or rankings. This ensures strategies that generate revenue, and grows your business.

If want a performance based SEO or Google Ads manager, give us a call or request a callback. Get a free setup by mentioning this page when you call.

— Waqid Janjua · Feb 2024 · updated Oct 2025