Attract More Clients With Highly Targeted

Flooring Companies SEO

Written By: Joey Randazzo

Joey Randazzo is the owner and Founder of Portland SEO Growth Partners based in Portland, OR. He’s worked with hundreds of businesses to build growth-centric SEO campaigns.

Updated: January 10th, 2023

This Flooring Company SEO Guide Has Been Comprehensively Updated for 2023

Due to consistent algorithm updates, the relatively recent Helpful Content Update in late 2022, we’ve updated the written content that already existed on the page. We’ve written new content. And we’ve filmed new video content. Everything is up-to-date, fresh, and helpful for your flooring company to dominate Google for 2023.

Free SEO Audit For Your Flooring Company

This isn’t some automated audit where a random tool will spit out a report. This is myself (yep, Joey Randazzo, the owner) or one of our 2 SEO strategists (Carley or Britt) manually analyzing your flooring business SEO and providing a customized report.

No strings attached.

Step 1

Request a 'Free SEO Audit'

This process takes about 2 minutes.

Step 2

Check Your Email

In less than 48 hours, one of our talented SEO specialists will send you a 3-7 minute customized video analysis. It will explain opportunities for you to outperform competitors

Here's What You Want To See With Your Flooring Company Website & SEO

When Someone Types "Flooring Companies Near Me" Into Google, You Show Up Here …

When Someone Types "Flooring Companies Near Me" Into Google, You Show Up Here …

Think about how people search for flooring companies. They’re probably sitting on the couch with their significant other and having a conversation about their flooring needs. They will most likely pull out their phone and see who can help them. 

They go to Google and type in something like “Flooring Companies Near Me” – the FIRST thing to show up is the Maps area of Google called the Google Local Pack. The vets that show up here “win” and get the most phone calls.

When Someone Types "Best Flooring Company in [City]" Into Google, You Show Up Here …

When homeowners are looking for flooring companies, they often use the language of “best flooring company near me” or “best flooring company in [city]”. 

The flooring companies that rank in the Maps area for these keywords get the most website visitors and phone calls. 

When Someone Types Queries into Google like "Common Questions to Ask a Contractor", You Show Up Here..

When Someone Types Questions Into Google Like "What Type of Flooring Is Most Durable", You Show Up Here …

Homeowners ask tens of thousands, if not hundreds of thousands, of questions in Google each day. Questions like…

  • “Do flooring companies move furniture?”
  • “What flooring company in Portland, OR, offers the best value?”
  • “Average cost to redo flooring in a 2000 square foot home”

Ranking for these keywords in Google proves that your website is an “authority” and can be trusted.

People Are Searching Differently For Flooring Companies Than They Used To

Just take a look and see the increase in people searching for “flooring companies near me” over the last five years. 


This screenshot above comes from a tool called Google Trends (created by Google itself). You can see the drastic increase in the number of people searching for “flooring companies near me.”

See The Common Theme? You Want To Increase Your Flooring Company's Digital Presence Online To Be Found By Motivated Homeowners

At the end of the day, you want more homeowners in your city to know that you exist. So whenever they do a Google search online around flooring companies, you want to show up over your competitors.

How Do You Get Tangible Results With Flooring Company SEO Services?

Step 1: Comprehensive SEO Audit

Most SEO companies fail to complete this step. And this is the most important step of all.

How can you get where you want to be if you don’t even know where you are?

We recommend doing a comprehensive SEO audit to determine:

  • Current SEO performance
  • Current SEO errors
  • What your local competitors are doing
  • Technical SEO performance
  • And more

Step 2: Local SEO Visibility Audit

The goal for flooring SEO is to increase your “local visibility,” as we call it.

We use robust and powerful third-party tools to run a “SEO visibility test” on your business. This allows us to see how visible your business is on Google.

The report looks like this:


Step 3: Create a Roadmap Based on Data

We now have a lot of data from the SEO audit and the local SEO visibility audit. 

SEO for flooring companies should be strategized based on data. Most other SEO companies don’t do this! They have a “hunch” that something will work. 

We recommend creating a comprehensive roadmap based on the data. If the data shows that your website is loading really slowly (which is negatively impacting performance), you should probably fix that first!

Step 4: Implement Highest Priority Changes First

Here’s where the magic happens:

Not all SEO activities are created equal.

Updating the alt text for images on a blog post from 2015 won’t be as impactful as improving your home page’s content.

Therefore, based on the data, you need to target the “low hanging fruit” opportunities first. 

You don’t have a Google Business Profile set up? You should probably make one! And if you don’t have Service Pages specifically for “Flooring Installs,” you should probably build those first before worrying about your About Us Page’s images.

Step 5: Local SEO Best Practices & Content Creation at Scale

Local SEO for flooring companies comes down to the following:

  • Consistent information that Google trusts
  • Authority
  • Accurate information

If your business has a different phone number on your website than what’s on your Facebook page, that’s a red flag for Google.

If Google chooses to rank your business, they can’t trust that if a user picks up the phone and calls, they’ll actually get through to you.

Having consistent NAPs on high-authority directories across the internet is critical.

Now, when it comes to “authority,” that’s where content comes in. If you create content that answers your target audience’s questions, Google will see your business as more authoritative than a flooring company that does not have much content on their site.

Step 6: Meticulously Track Data

The goal of SEO is to have a tangible impact on your flooring company. To increase traffic on your website. To increase phone calls. And to ultimately have those activities lead to increased revenue. 

To ensure your SEO campaign is performing, you have to track data. Build a comprehensive dashboard that gives insights into your:

  • Keyword rankings
  • Website visitors
  • Phone calls
  • And other important KPIs

Top 4 Common SEO Mistakes Made by Flooring Companies

Not all SEO is created equal! Let’s look at some common mistakes business owners can make so you’ll know what to avoid.

Mistake 1: They Don’t Fill Out Their Google Business Profile in Detail

The more detail, the better! Your Google Business Profile listing should have your:

  • Business name
  • Address or service area
  • Phone number(s)
  • Website URL
  • Business hours
  • Photos
  • Reviews; and
  • Posts

The more information you give, the more likely it is that Google will rank you higher and that customers will be able to find you.

Mistake 2: They Don’t List All of Their Services Properly on Their Website

Let potential customers know exactly what they’ll be able to get from you. For example, do you offer free consultations? Furniture moving? Design services? Include all of it on your site.

Mistake 3: They Fail to Create Data-Driven Content That Adds Value to Their Target Audience

Creating blog posts and articles that provide valuable information — while also containing important keywords — to people who want to replace their flooring is one of the best ways to be easily found on Google.

Mistake 4: They Don’t Have a Reputable Process for SEO

Trying to get your cousin Mark who “sort of knows about computers” to insert SEO keywords into your website isn’t going to cut it.

Working with an SEO expert is the best way to grow your flooring business by allowing potential customers to find it more easily during online searches.

Flooring Company SEO Services Shouldn't Be 🍪 Cookie-Cutter — Everything Is 100% Customized To Your Business

Flooring company SEO is not the same as other types of SEO. Unfortunately, many other SEO companies treat it as such. They use the same “tips and tricks” that they use in other industries, thinking that it’ll work with flooring companies. 

That’s not the best way to do it.

We treat your business as unique. We take an individualized approach to each industry (such as flooring companies), to your specific city (NYC might be different than a smaller town in Montana), and your specific website (is your website built on WordPress or Webflow?).

5 Tactical Local SEO Strategies for Flooring Companies

Strategy 1: Google Business Profile Optimizations

This is an example of a contractor‘s Google Business Profile:

Well, this is an example of the front-end of a Google Business Profile. The part that a Google searcher can see.

Actually, before we go any further, let’s back up:

Why do Google Business Profiles matter for flooring companies? Google Business Profiles are relevant and important ranking factors to the Google Local Pack. 

If you forgot what the Google Local Pack is, below is a screenshot:

Optimizing your Google Business Profile helps you get found there. 

And when you show up in the Google Local Pack, you WIN. You get more phone calls and website visitors than your competitors.

So, how do you properly optimize your Google Business Profile so you get found in the Google Local Pack?

The answer is … are you ready for it? Comprehensiveness.

The best way to optimize your Google Business Profile is to provide as much comprehensive information as possible.

There are many sections that you can provide comprehensive information, such as:

  • Your categories
  • Your main description
  • Your services
  • Your products
  • Your photos

Here’s a quick example that explains the difference between being comprehensive and not being comprehensive:

For your main description, you may just be inclined to write a sentence like:

 “We are a team of flooring specialists who can help improve your home.”

That is just one sentence. Google allows 750 characters for the main description. Use them up! Do you offer design services? What types of flooring do you have? Do you specialize in eco-friendly flooring? 

Answering EVERY possible question is how you can be more comprehensive.

Strategy 2: On-Page SEO for Your Homepage and Location Pages

On-page SEO for flooring companies is just a fancy way of describing the content on your website.

It includes things like:

  • Your title tags
  • Your meta description
  • Your header tags (H1, H2, H3)
  • Internal and external links
  • Your images
  • And basically anything that you can put on a website page!

Why does on-page SEO for flooring companies matter? Well, Google cares about it.

For single-location flooring companies, the most important page on your website from a local SEO perspective is the homepage. For multi-location flooring companies, the most important pages on your website are your location pages.

When doing on-page SEO for these pages, you want to implement SEO-friendliness through keywords while also providing as comprehensive information as possible to the user (and Google).

For example, instead of a title tag like “Wilson’s Flooring Company – 503.111.1111” you can provide more context to Google by writing something like “Trusted Flooring Specialists in Downtown Portland – Wilson’s Flooring Company.”

Strategy 3: Website Architecture Best Practices

This is an underrated SEO strategy for flooring companies. Your website architecture and your sitemap are intimately connected.

Google crawls your sitemap to understand your website architecture, which in turn allows Google to understand what your website is about. 

Here’s what a sitemap might look like to Google.

A little confusing, right? Don’t worry about it too much. Just know that when Google looks at a sitemap like this, it’s putting together what your website is about (which is really important for local SEO).

The main point is that your website structure should make sense hierarchically. Let’s use two of the main services that flooring companies offer:

  1. Old flooring removal; and 
  2. New flooring installation

Where should these pages live on your site? First, you should probably have a “services” page that has a URL structure similar to .com/services/

Now, any services that you offer (such as removal and installation) should live UNDER this main services page. See below:

  • .com/services/flooring-removal
  • .com/services/flooring-installation

This seems obvious, but many websites do this wrong. There’s no vertical architecture. Instead, every page lives directly under the homepage. See below:

  • .com/services/
  • .com/flooring-removal/
  • .com/flooring-installation/
  • .com/design-services/

With this structure, it’s not clear to Google that “Flooring Removal” is a service that you offer. It’s just another page on your site!

Strategy 4: Content Creation at Scale

This is where it gets fun. Homeowners search for thousands of questions on Google every day.

Some are very local:

  • Best flooring choices in Portland
  • Eco-friendly flooring Portland

Some are generic:

  • What are the newest flooring trends?
  • Which flooring choices are most economical?
  • Which floors stand up best to pets?
  • What type of flooring is easiest to clean?

If you answer these types of questions through comprehensive blog articles on your website, it will do two things:

  1. You may rank in Google for these keywords that people are searching and therefore drive traffic.
  2. Google will notice and see your website as an authority over your competitors. Google will think, “Wow, they’re answering all of these flooring-related questions that users have. Their website is more valuable than local competitors who haven’t answered any questions.”

Strategy 5: User Experience is a Bigger Deal Than You Think - Stop the Keyword Stuffing!

The old days are gone. Keyword stuffing,PBN link building, all the stuff that used to work.

Google’s getting smarter. And is starting to understand that a user’s experience on a website is important.

What does this mean for you as a flooring company?

  • Make it easy for users to find what they’re looking for. They shouldn’t have to spend 5 minutes figuring out if you offer bamboo flooring or not.
  • Make it easy for users to contact you. Your phone number should be clickable on a mobile device. You should consider online scheduling toeasily get someone out to do an estimate. Anything to make the user’s experience SUPER easy.
  • When writing content, you should offer value to the reader. Gone are the days of outsourcing writers who produce vague, keyword-stuffed articles. Your content should thoroughly answer the user’s questions and add value to them.

On Average, Our Flooring Company SEO Services Cost

31% Less Than Other SEO Companies

Compared to Other SEO Companies That Average Between $1.5k and $3k Per Month.

FAQs About Flooring Company SEO Services

Here are the most common questions we’ve heard.

What Is Flooring Company SEO?

Flooring Company SEO is a form of marketing that helps flooring companies increase their visibility in search engines, particularly Google. 

The specific SEO strategies that are used for flooring companies varies greatly (which is why all flooring company SEO is NOT created equal). 

Strategies include:

  • Keyword research
  • On-page SEO
  • Off-page SEO
  • Google Maps optimizations
  • Local SEO
  • Content creation
  • Landing page creation
  • PR 
  • And more

Why Is Flooring Company SEO Important?

Flooring company SEO is important because it allows you to get in front of your target audience (the homeowners looking for new flooring RIGHT NOW).

Think about how social media marketing for flooring companies works: People are scrolling through Instagram or Facebook and stumble upon an advertisement for a flooring company in their city. They might be actively looking for a flooring company, but it’s unlikely.

On the other hand, SEO puts you in front of motivated buyers looking for what you have to offer:

SEO for flooring companies allows you to show up in Google for people actively looking for home renovation. For example, people searching for “best flooring company near me” or “flooring company in downtown Portland.” 

Ranking for those keywords has a MUCH higher conversion than people scrolling on Instagram.

How Long Does SEO for Flooring Companies Take to Work?

Flooring company SEO can take one week to six months for you to start seeing results. It depends on a variety of factors:

  • How big of a city you’re in
  • How long your website has been around
  • How high your website’s “domain authority” is
  • How your current SEO is performing
  • And much more

Some of our clients have seen 2x – 3x the phone calls within a month after starting their SEO campaign. Other clients don’t see noticeable increases in phone calls for 2-3 months.

Think about this, though:

If everyone could make a couple of tweaks on their website and rank overnight for the HIGHEST value keywords out there, like “best flooring company in New York City,” then the internet would go haywire.

Things take time. Google built its algorithms that way for a reason. 

What Flooring Company SEO KPIs Should We Track?

Flooring company SEO should be meticulously tracked.

You want to know, with absolute certainty, that the money you’re investing in SEO is working for your flooring company.

Because of that, you need to track certain metrics to ensure that the campaign is working:

  • Keyword rankings: Are your ranking on Page 1 of Google for your most important keywords? How are your keyword rankings changing week over week? Month over month?
  • Organic website traffic: Is your organic website traffic from Google going up or down? Which keywords are driving the most traffic?
  • Online lead submissions: Are you seeing more online leads? How are they changing month over month?
  • Phone calls: Are you getting more phone calls from people searching on Google? How are phone calls changing over time?

What Type of Content Should Flooring Company Websites Have?

Flooring company SEO should include content that your target audience is searching for.

How do we know what keywords/content your target audience is searching for? 

We use advanced software and tools that give us insider information and data. We, for example, know that 720 people per month (on average) search for “eco-friendly flooring.”

So, with that being said, we do extensive keyword research to find the topics/questions that homeowners have. 

Questions like:

  • “What should I look for when buying new flooring?”
  • “What is the most popular flooring?”
  • “Can I install new flooring over my existing flooring?”

If you create content that answers these questions, you can potentially rank in Google when people search for these.

Also, Google will favor your site more than competitors because Google will have more trust in your site. 

What are the Most Valuable Flooring Company Keywords for SEO?

How To Work With Us

First of all – we don’t work with all flooring companies.

We only work with flooring companies who:

  • Are ambitious about growing their business
  • Have the bandwidth to take the growth that will come from working with us
  • Treat their employees and their customers well

If that sounds like you, then contact us through the easy process below:

Step 1

Request a 'Free SEO Audit'

This process takes about 2 minutes.

Step 2

Check Your Email

In less than 24 hours, one of our talented SEO specialists will send you a 3-5 minute customized video analysis. It will explain opportunities for you to outperform competitors.

Step 3

Sit Back And Watch Your SEO Skyrocket

Just look at our case studies of the success that other Portland businesses have seen. You can have the same results.

If you’re looking for SEO growth, we can help. Give us a call today to learn more about our pricing and availability.

Let's Take Your Flooring Company From The "Best Kept Secret" To The "Most Sought After Brand"