Local SEO Guide for Fence Companies in 2018

So, why does your fence company need to do local SEO?

Running a fence company can be extremely stressful.

Scheduling jobs, obtaining permits, doing estimates, and dealing with impatient homeowners can really take a lot out of you.

And that’s not even half of what you have to do all day long, I’m sure by the time 4 P.M comes around, your mentally and physically exhausted.

This leaves little to no time to worry about how your website is doing.

It’s understandable, we’ve been there, so we know what it’s like just trying to get everything done for the day, let alone worry about who is finding you online.

So, now you’ve got the weekend to yourself and you want to put a bit of work into your website.

Where do you even start?

Local fence company SEO can be extremely confusing for people who aren’t immersed in the industry.

You’re a fence company owner 1st, and everything else including marketing comes in at a very distant 2nd.

This guide should really help demystify the tasks you need to complete in order to boost your fence company’s website in Google.

It’s quite a bit of work, but at least you’ll have an actionable checklist to start ticking off boxes as you move through the guide.

Optimizing your Google My Business page:

So you’ve got your new website, great.

Hopefully, it isn’t made by a free website builder, and by a real fencing website design company.

The first step you need to take when setting up your business online is the creation and optimization of your Google My Business page, here’s a link if you haven’t done that yet, visit https://www.google.com/business

This is the page that people will see when they search for your business and Google display the local results in what is known as the “snack pack,” or small grouping of business results at the top of search that has data like reviews, phone-number, address, and other important information for searchers to interact with your business.

fence company local maps Google results

Honestly, if you’ve got a great Google listing with tons of positive reviews, the effect on your search rankings can be greatly increased without you even touching other SEO methods.

I mean, it’s owned by Google, performing well in any of the platforms that they own will give you a significant boost to search rankings just by the native association.

For more information on how to go about setting everything up and optimizing your page, I’ll refer you to this very well written article by Moz.

Citations

Now that you’ve got your Google My Business page setup and optimized, you’re going to have to build some authority for it.

The way you do this is by creating what is known as a citation, or a list of your business information like name, number, address, etc listed on a 3rd party website.

They are essentially a valuable “mention” of your business out on the web, best described by Whitespark in one of their articles this way:

“A citation does not need to link back to your website to be valuable. The value in a citation is the mention of your business. Google identifies that your business was mentioned through the presence of your NAP info, and you get credit for this mention. The more mentions of your business out on the web, the more prominent your business appears to Google, and this will help with your local rankings. The actual links from most business directories are usually nofollowed anyway. This is not to say that links aren’t valuable. Links are valuable, and citations that include links are even better than citations that do not include links. The point to remember is that a citation does not need to have a link to be valuable to your local search efforts.”

-Darren Shaw for Whitespark.ca

The more of these citations that you create, the more “votes” your business receives for relevancy to your service areas, and therefore, the higher you end up ranking in the local business results.

But, not only do the amount of citations matter, the consistency of the information in those citations also matters quite a bit.

Your business information MUST be 100% consistent with your Google My Business listing in order for them to actually correspond to one another.

If they are even slightly different, Google sees them as a totally separate entity.

It’s as simple as that.

There are a couple of methods and services that you can use to build these citations:

Yext

Yext has a very expensive solution to building citations, which they call the “PowerListings” network.

$1000 a year for something I can do for 100 bucks? No thanks!

This company does a good job of pushing your listings out to all the major aggregators, and honestly, if you’ve got an infinite budget I would say just do this. It works.

But, if you don’t have the money, there are much cheaper options.

Oh, and if you ever happen to inquire about Yext’s services and leave them your contact number or e-mail address, you will never EVER get rid of them.

They cold call and sales pitch you for months afterward. It’s extremely annoying because they are way too persistent.

Not to mention, it can be pretty difficult to actually cancel your service with them. They make you jump through all sorts of hoops to do so.

So, if you’ve got the money and no time. Go with Yext – it works. Otherwise, look below.

Whitespark

This company provides a service very similar to Yext, but they only charge a one time fee:

whitespark-pricing

They are way easier to deal with as well, and you really don’t have to deal with the pushy sales tactics that Yext uses.

Here’s their comparison to Yext and Moz Local:

whitespark-comparison-to-competitors

Moz Local

Moz is a pillar in the SEO community. They are on the bleeding edge when it comes to SEO research, SEO news and articles.

That being said, they also offer a pretty good citation building/correction service.

At only 100 bucks a year, it’s a pretty good deal.

They also have a free test for you to see where you’re at with citation consistency.

As you can see, they show all the most important citation networks and whether your information on those networks is complete/consistent or not.

You can actually use this tool to manually fix those citations yourself, but using their service obviously saves your time.

And that’s the point of any of these services.

Spend less of your time doing citation building, and more time actually selling fence or managing your fencing company.

Fiverr

Most people know what Fiverr is at this point, a marketplace to purchase freelance skills at a very low rate. Not always exactly $5, but still way cheaper than you would normally pay.

Since building citations is really a mind-numbing job that you could basically train a monkey to do, using a cheap freelancer on Fiverr or a company that sells citation building on Fiverr to complete and build your listings for you can save a ton of time.

Here’s just one example of a vendor that can build these citations for you:

Obviously, this is WAY cheaper than any of the other services but most business owners don’t know that it even exists.

That’s why services like Yext can get away with charging $1000 a year.

Konker.io

This site is a higher quality version of Fiverr that a lot of SEO companies use to outsource some of the more menial SEO tasks, like citations.

It’s essentially Fiverr but with a much better quality of vendor, and typically quicker more effective results.

Here’s an example of someone selling citations on Konker:

Do reviews effect Local SEO?

I mean, this should go without saying, but positive reviews are a big plus for your business.

Assuming you actually run a good business that is capable of getting good reviews that is, although that’s another issue…

There’s some debate in the SEO world whether or not just having more rankings is actually an influence on your search rankings.

But, there is one thing that having plenty of good reviews definitely DOES accomplish:

Increase click-through rate

According to this article by conversionxl.com:

“Optimizing CTR, then, is good for two reasons. First, it likely improves organic rankings (and what ranks towards the top gets clicked more. Second, if more people click on your search result, you can more traffic – which of course is good, right?”

I’m sure when you search online for things like “best Chinese place in my area,” you’re going to read reviews. You’re going to pick the 5 star China Wok over the 1 star China Wok every time.

The same thing goes for fencing companies.

Be the guy with a good reputation and you’re going to win more sales. It’s pretty simple, right?

Aside from Google reviews, there are a few other review sites that you really need to send traffic to as well:

Facebook

Mark Zuckerberg has been under scrutiny in the news recently, but that doesn’t mean Facebook is a dead platform.

Plenty of people still use Facebook to network, about 1.45 billion as of May 2018, and as a business owner, you should most certainly be using Facebook as part of your social media strategy.

Now, apps like Instagram and Snapchat are more popular with the younger demographics, Facebook is still very popular with people who are the appropriate age to actually own a home and need fencing:

 

Yelp

Everyone knows what Yelp is. It’s notorious for salty customers venting about the smallest problems with any company.

Nevertheless, it’s still a great network to build up a solid review portfolio.

I mean, a lot of times in fencing service area searches, Yelp reviews are top-5 in the search results.

So they are going to get seen by potential customers.

Half the SERPs are review sites.

 

Homeadvisor

Now, I could really write an entire post on how great Homeadvisor is for generating leads for fence companies, but I won’t go into too much detail here.

Homeadvisor is basically a service where you buy leads.

They generate the leads because they rank highly for every search term, and they get the leads then funnel them to the highest bidder.

There’s a lot more to it than that, but that’s the basics.

I know a few fencing installation companies who base their entire business on the leads from this service.

It’s just awesome.

Now, aside from the lead generation, they also have a review system for the fence companies who pay for their service.

Here’s what your page looks like once you sign up:

homeadvisor for fence companies

This is a very powerful page that ranks extremely high in the search results because of the strong domain that it’s on.

homeadvisor domain metrics
You WISH your domain metrics looked like this…actually, who wouldn’t? 😒

Just having a page on this site is worth the money, but that’s not really the point here.

Once you complete jobs for the customers you’ve been matched with on here, they allow them to leave reviews.

These reviews are way more relevant as people know that:

  • The review is left by someone who actually bought fencing installation from you

The review is accurate because it’s verified by HomeAdvisor

Optimal site structure for powerful local SEO ranking

On-page SEO optimization is extremely important for local fencing businesses.

In fact, I would go as far as to say it’s the single determining factor in whether or not you rank for your service areas or not.

If I could only do one thing for local SEO for the rest of my career in order to rank fence company clients, it would be having a perfect local site structure.

Google is constantly working to prevent actually off-page SEO from being a thing.

Ultimately, Google makes most of their money through AdWords, so they don’t want people gaming their algorithm’s in order to gain an advantage that would mean a loss of ad revenue.

That being said, Google is in the business of serving the customer the BEST results for what they are searching for.

We sometimes forget that as people who do local SEO or fencing business owners who do local SEO for themselves.

As a result of aggressive SEO black hat techniques, there are some totally irrelevant websites that show up for searches they have little or nothing to do with.

No one wants to find a fence company in Ohio when they are searching for a fence company in South Florida.

I went off a little on a tangent there, but the point is this:

Give Google appropriate pages and page content to rank that is relevant to what and where you actually sell and do business and you will rank.

There’s more to it than that obviously, but keeping it stupid simple usually helps drive the main idea home.

Here are some ways you can structure your website in order to fulfill that requirement.

City pages

If you want to rank for a certain city, you need to tell Google you service that city.

What better way to show Google that other than actually having a page on your site that says so?

According to this article on local SEO from Mathew Woodward, a successful SEO out of the UK your URL structure for city pages should look like this:

www.fencingwebsite.com/keyword [main index page]

www.fencingwebsite.com/keyword/city 1+keyword

www.fencingwebsite.com/keyword/city 2+keyword

That translates into the following as an example:

www.fencingwebsite.com/fencing-installation [main index page]

www.fencingwebsite.com/fencing-installation/los-angeles-fence-company

www.fencingwebsite.com/fencing-installation/beverly-hills-fence-company

Here’s an example of a website out in California that utilizes this structure in a very competitive area:

 

fencing-company-search-optimization
They rank #1 organically other than powerful review sites.

 

This is the index of all the city pages.

 

Here’s the individual city page.

Clustering keyword pages

Now that you’ve got all your city pages up, you need to create a sort of relevance to them on your website that isn’t just that single page.

You need other supporting pages that let Google know, “huh, this page really is related to this business because they talk about it a lot.”

I typically do this with blog posts regarding that specific city.

For example, if you’re trying to rank a page in Edison, NJ, make a blog post that is titled: “Top 5 things fence companies in Edison, NJ do wrong,” or “The best type of PVC fence to install in Edison, NJ.”

You get the idea.

Then put links in those blog posts that link back to your city page for Edison, NJ.

You should also typically put some anchor text that relates to your main keyword in the link as well.

Here’s a small example of what that internal link could look like:

“Most fence companies in Edison, NJ don’t install fences with permits, it’s a shame as that could cause some real issues in the future for the homeowners if they are caught.”

Internal Linking

Building upon what I was just writing about, aside from inter-linking your city pages with your blog posts, you should interlink ALL of your pages so that power, or “juice,” is spread around your website evenly.

A lot of fencing SEO companies get internal linking either wrong or they just flat out don’t do it at all.

It’s a shame because internal linking gives your website a huge boost in rankings just by flowing around the power of your stronger pages to the weaker smaller ones.

In this internal linking article by Gotch SEO, Nathan explains that internal linking matters because:

Authority flow: when you link internally, you are sending link equity to another page. Over time, this builds authority for your website and makes your link building efforts more effective.

Indexing: internal links allow the search engine crawlers to properly index your website.

Bounce rate: internal links will decrease bounce rate on your site and will increase pageviews/average time spent on your site.

Sales funnel: since it’s your website, you can dictate what pages a user should go to. If you’re trying to sell a product or even drive leads, you can structure your site so that the internal links guide your user to the most important money pages on your site.

Aside from that article, you can expound on the importance of internal linking in Neil Patel’s video on it:

 

Blog posts

Most fencing websites are comprised of two specific content types:

  • Pages
  • Posts

A page is a piece of static content that usually has one specific task like, “Get a fencing estimate,” or “Wood Fencing Styles.”

A post is a piece of dynamic content that is an article related to a question or hyper-specific topic like, “How to install a wood fence in your backyard.”

People say size doesn’t matter.

Well, maybe sometimes it doesn’t, but in the case of website’s, bigger is better.

No risk of them ever being TOO big.🍆😉

I know what you’re thinking and no, you don’t have to be mature to own a fencing SEO company.

Typically, a website with more content is seen as way more authoritative than one with lesser amounts of content.

It makes sense right? take yourself, for example, you’ve probably been in the fence business a long time and so you know A LOT about fencing.

I’m sure you think you know everything about fencing.

Well, what would you think about some handyman who just started to encroach on your territory?

He knows nothing about fences, and I’m sure that’s exactly what you would tell your prospective customers when they show you his estimate that cuts your pricing in half.

You’re an authority, he is not.

So, therefore, you should be valued more.

Same is true with your fencing website.

Anyway.

Blog posts can do a few things for you:

  1. Build keyword relevance like I wrote about above
  2. Engage customers with REAL content no intended just to game search engine algorithms (believe it or not)
  3. Rank for LSI keywords (long-tail variants on base keywords)

Build keyword relevance

I touched on this above, but I want to reiterate it so you understand.

Local SEO is all about relevancy.

In this blog post from Moz, Rand Fishkin talks about the relevance of an internal link:

Pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn’t make great sense. Unless I’m talking about shipping routes of dog food specifically, it seems like it’s lacking some of that context, and search engines can pick up on that as well.

You’re showing Google that your page about “fencing in Ohio” is authoritative because you have many blog posts pointing to it that have content revolving around “fencing in Ohio.”

Engage customers with REAL valuable content

People are so sick of seeing fake SEO based content.

No one wants to see a blog post written like this when they search for an answer to their question “How should I clean my wood fence” :

Cleaning wood fences are easy because wood fencing is durable because it’s wood and wood fences in Ohio are installed by the best fence company in Ohio contact BEST FENCE OHIO right now for a quote on installing wooden fencing…

Seriously if I have to read another blog post written by some mindless SEO agency like this I’m going to end it. 💀

You need to write your blog posts as REAL pieces of content. Stop trying to game the search algorithm and write an article that is going to help someone solve a problem or answer a question, THEN you’ll get them as a customer.

Take a look at this video to learn more about writing good content. It’s not as hard as it sounds, trust me.

And if you don’t trust me yet, trust Niel Patel.

(yes I’m using him again, he’s smart)

Rank for LSI (long-tail variant) keywords

Long-tail keywords are typically supporting words that reinforce the semantics of the article and also reinforce the main keyword.

An example of a keyword is “fence company,” and an example of a long-tail keyword variant would be “fence installation companies in Florida.”

These LSI’s can really fill a void in your ranking strategy.

For instance, if you have your website pages all setup, but you find out that there is a good amount of search volume for the LSI “How to install a wood fence in Jacksonville?” You can then go off and create a blog post that is titled with that phrase.

And hopefully, rank for it.

Usually, these LSI’s are where the real money is as they convey searcher intent.

Intent being, “where to buy a PVC fence in Melbourne?”

If you can target these phrases and then rank highly for them, you’ll have a much more robust fence SEO campaign.

You’ll also have a much higher conversion rate because the people who are searching for these terms are ready to actually do these things, like buy a fence.

Whereas someone just searching for “fence company,” can just be shopping around for estimates for their insurance company.

This LSI tool can really help you find some variations to use in your blogposts:

Fence Inst

Though, I would suggest using the Google keyword planner in order to find the search volume of LSI’s for blog post titles.

I took some of those LSI’s from the tool and put them into Google’s keyword tool just to give you an idea of what this process looks like:

You can sort by impressions to get an idea of the search volume then make your titles accordingly.

It also helps to geo-target your fencing service area so you get more relevant results.

Backlinks

I’m sure you’ve heard other SEO people talk about backlinks prior to reading this article, so I’ll keep the definition brief.

A backlink, at its very core, is a link from another website to yours.

The value of a backlink comes from the strength that Google’s search algorithm gives them.

Google sees backlinks as a sort of “vote,” from a relative website to yours.

The votes are stronger or weaker based on a bunch of factors, here’s a few of them:

  • The authority of the website the backlink is from
  • Whether or not the website that gives you a backlink is actually related to you (other fencing websites for example)
  • The age of the domain the backlink comes from
  • The amount of referring domains that website that links to you has linking to them

There’s a lot more to it than that, but this should give you a pretty good idea of how Google evaluates these links.

Beware of poorly done backlink building companies

A lot of SEO companies just build massive amounts of backlinks from totally irrelevant sources.

They work on the methodology that more is better.

Well, we don’t really believe in that.

It’s all relative.

Sometimes one relevant backlink from another fencing website that is extremely strong can give you the same amount of juice that 1000 irrelevant weak backlinks bring.

Not to mention, building REAL relevant links to your site prevents you from being penalized, whereas sites with 10,000 spammy backlinks will eventually get smacked with a penalty and lose everything.

Any SEO company that is using immoral methods of building backlinks for your website needs to be fired. Period.

They are leaving you open to losing your domain and dropping out of the SERPs for months or years and losing huge amounts of revenue in the process.

Here’s an example of a fencing company that has an SEO business building spammy backlinks for them:

 

 

Don’t let this happen to your fence company’s domain.

I mean, look at the unnatural activity in the graph.

0 backlinks for years, then all of a sudden in one month they jump to over 20k?

Sure, this company is ranking well right now.

But not that well.

In fact, I’m beating them in almost every single search term related to their service area.

And I’m beating them with a domain that has less than TWO HUNDRED backlinks because I’ve done ALL the other methods I’ve written about in this article aside from backlinks.

It is totally unnatural for a fence company that operates within one or two counties to have more than 10,000 backlinks.

This fence SEO company is using a method that has been banned by Google for ranking sites, and it’s only a matter of time before they catch him with their algorithm, and once that happens. This fence company will drop 100+ spots in the search results.

I don’t know how you feel about this, but from my perspective, this is pretty much as slimy as it gets.

It’s the equivalent if you competing with a handyman who can’t speak English, who has no license, who uses material that isn’t code approved and who installs with a permit taking your jobs.

Sure, he gets the job done, until the city smacks them with fines and penalties then tells them to take the fence down and install the right product.

Just to give you an idea of what a good backlink profile looks like for a fence company, here’s a national fence supplier that pretty much everyone recognizes, Master Halco:

 

They have less than half the backlinks, and they are a company that is a pillar in the fencing industry, not some B-rate fencing installation company that services 1-2 counties in 1 state.

And yes, if you haven’t already guessed, this pisses me off. 🤬

Backlink building methods

There are several ways to obtain backlinks, other than just naturally earning them.

If you’re a fencing manufacturer, distributor or supplier you may just get a bunch of links for contractors who purchase from you.

But if you actually are one of the fencing installation companies, you’re going to have a much more difficult time acquiring links.

Luckily, using one more of the below methods if definitely going to get you some results if done consistently.

(or we could just do it for you 😉)

Press releases

Issuing press releases can be expensive, but the results are pretty powerful.

You can go to individual press release companies like PR Web who take your press release and distribute it to their network, but this can be super expensive.

Here’s a comparison of their prices:

PR Web pricing comparison table

Another (cheaper) option is either Fiverr or Konker.io. Here’s an example of a seller through Konker:

Outreach

Reaching out to businesses and just asking them for a link is as simple as link building can get really.

The difficulty with this method comes in the prospecting phase.

You have to typically cold email around 500 people to get 50 links, the 10% conversion rate is pretty standard if you’re doing everything perfectly.

If you have content that is good enough, like blog posts on fencing installation practices, for example, you can ask website or blog owners to share your content in the form of a link.

Although, typically, they will ask you to pay for them.

If they don’t have rates, then they will evaluate your content to see if it’s good enough, then get back to you letting you know if they are going to link to you or not. Pretty simple.

Dan Ray, an SEO out of the UK has a great video (and a great YouTube channel for learning about this method) here:

Directories

Business directories have been around for way longer than the internet has.

Back in ancient times, people used something called the “Yellow Pages,” to list their fencing businesses for potential customers to find.

Ok, it wasn’t that long ago, but it may as well be because no one is using the Yellow Pages anymore, or ever again for that matter.

Now, there are 1000’s of directories online where you can add your business to, usually for free, for a backlink.

When adding your business to directories, you need to be careful to ONLY add yourself to relevant ones.

As I’ve said before, Google ranks you based on relevancy.

So you don’t want to confuse their robots by listing yourself in a restaurant directory if you’re a fence company.

This method is a bit outdated, but it’s still perfectly viable as long as you follow the relevancy guidelines.

Also, directories like the BBB and Chamber of Commerce in your area are very powerful directories that you should be targeting first.

PBN

I’m hesitant to even list this one as an option as it can have some pretty bad results if used improperly.

But I’ll briefly explain what they are just so you have a holistic vision of how local SEO for fence companies actually happens out in the wild.

PBN stands for “private blog network.”

It’s a privately owned network of websites that are comprised of powerful expired domains.

These domains are then used to create totally fake backlinks.

Now, they work, keep that in mind.

In fact, they can work extremely well for local SEO because it’s difficult to build links for very small fence companies that have a small service area.

BUT.

If Google ever manually reviews the PBN or the owner of that PBN didn’t take all the precautions in order to keep the network secure, then they will de-index the network and slap any site that it links to with very severe penalties.

Penalties like going from the 1st page of google to the 50th page.

In this article by Nathan Gotch, he discusses the pros and cons of using PBN’s in 2018. I would read over it then decide what you really want to do.

But this excerpt pretty much sums up how I feel about them:

Let’s face it. No matter how well you develop your network, you’re always going to be at risk of two things:

  • your sites get deindexed
  • your site lands a manual penalty for “Unnatural Inbound Links”.

In seconds, both your cash and time investment can be worth nothing.

Then you realize, you could have invested all that time and money into something more evergreen.

Web 2.0s

A web 2.0 is basically a property on a blogging or social media platform this is sort of a “mini-website.”

While you may not know the term “web 2.0“, you should be familiar with at least some of the platforms that are used:

  1. wordpress.com
  2. blogger.com
  3. wix.com
  4. tumblr.com
  5. weebly.com

The goal when you create one of these mini-sites is to have a separate entity other than your business website that has 100% unique content which links back to your actual website.

It’s a very manipulative way of obtaining links, but if done correctly they will pass a lot of relevant value through the link.

Try to create web 2.0’s that follow this link structure in order to maintain relevancy:

ohiofencecompany.blogger.com

pvcfenceinstallers.tumblr.com

fencecompanyname.weebly.com

Make sure that you actually put work into these properties, they are real parts of your business that should be regularly posted on with articles that are no less than 300-500 words.

Then, when it is appropriate to place a link back to your business site, do so with optimized anchor text like “fence installers in South Florida.”

Guest Posting

A guest post is simply a post written by you placed on someone else’s website that links back to yours.

This is one of the link acquisition methods that is a product of outreach.

In order to really take advantage of this method, you MUST create good content.

People simply aren’t going to let you place content on their site unless it’s actually good.

So sit down and create something worthwhile as to not waste their and your time.

Here’s a great video that goes more into depth on guest posting:

 

Content Marketing

Last but certainly not least, we have content marketing.

This can be difficult for small business owners to really take advantage of because of the time investment.

According to the Content Marketing Institute, content marketing is defined as:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Aside from actually engaging your audience, it also garners backlinks.

Honestly, if I could just do one method of acquiring backlinks for the rest of my career, this would be it.

That being said, it is expensive and time-consuming and is usually reserved for fencing companies that a good size marketing budget like 10,000+ per month.

Structured data

Google uses robots 🤖 to crawl the internet for websites to add to their search database.

These 🤖’s digest the HTML of your page and then try to understand what your website is about and where to place it in their massive database.

As a fence SEO agency, we do everything in our power to show these Google robots exactly what they need to see in order to rank your website at the top of the database file.

One of the methods that we use in order convey this to those robots is referred to as structured data.

Google explains structured data pretty succinctly here on their page on the subject:

Google Search works hard to understand the content of a page. You can help us by providing explicit clues about the meaning of a page to Google by including structured data on the page. Structured data is a standardized format for providing information about a page and classifying the page content; for example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on.

Google uses structured data that it finds on the web to understand the content of the page, as well as to gather information about the web and the world in general.

Schema Markup

Schema.org is just one particular method of structured data, it’s briefly explained here on Yoast’s Youtube Channel:

Schema.org data is hyper-specific markup that tells Google extremely important things about your business like your latitude and longitude, what you sell and many other things.

Which, in turn, make your fencing business super visible for local searches.

Most fence companies simply add their address to their website without any schema markup, so having your address along with your lat & long map data wrapped in Schema markup sets you apart pretty strongly.

Here’s an example of what that Schema.org data looks like in JSON-LD format:

fence company schema

Plugins

If your website uses WordPress as a CMS, then you can leverage certain plugins in order to make SEO easier for you to handle.

When it comes to plugins, my best advice is don’t overdo it.

There’s are thousands and thousands of plugins that really don’t do much of anything but make your website load slower, so remain cautious.

That being said, here are my go-to plugins for local fencing SEO.

Yoast SEO Plugin

The #1 plugin for SEO on WordPress has to be Yoast’s plugin.

It gives you a few things totally for free:

  • An XML sitemap
  • Ability to customize page title tags
  • Ability to customize page meta descriptions
  • Access to breadcrumbs

Honestly, this plugin is synonymous with WordPress SEO.

It’s free and easy to use, what more do you need to know.

Here’s what it looks like in the dashboard:

yoast seo plugin for fence companies

Here’s a guide from Yoast on how to set things up if you aren’t familiar with it yet: Yoast plugin guide

Yoast local plugin add-on

Now, the original Yoast plugin is free, but the local business add-on is not.

In fact, it’s about $70.

Yes, it’s expensive, but in my opinion 100% worth it.

The stock Yoast SEO plugin does not add any structured data to your site.

And if you’re using the multiple city page approach like I described above, you’re going to need the structured data on each one of those pages to supercharge them for local search.

That’s where the Yoast local plugin comes in.

It allows you to create multiple location pages, each complete with a map, address, phone number, email and ALL the structured data for Google’s robots to crawl.

You can buy this plugin here: Yoast Local Plugin

Very valuable, trust me.

Conclusion

This was a LOT to take in.

Six thousand words worth of content.

And honestly, it’s just touching the surface of what local fencing company SEO is all about.

The simple fact of the matter is that most fence businesses just don’t even do half of what’s on this guide.

Hah, even most SEO companies don’t even do half of this.

In fact, companies like Reach Local rip off fence companies all the time for thousands of dollars a month and don’t even do 10% of what I’ve listed here.

Look, I’m a straightforward guy.

I know you probably don’t have the time for this.

Even on the weekends.

You can do some of these things sure, but you know what?

I can do them better.

So instead of wasting what little free time you have after working your ass off all week making fencing, selling fencing or installing fencing, just call us and we can just do it for you.