Landscaping companies that dominate their local markets share one thing in common: when homeowners search for landscaping services, these businesses show up first. This is the direct result of strategic search engine optimization.
Most homeowners start their search for landscaping services online, and the majority look for providers within just a few miles of their location. If your landscaping business isn't showing up in these local search results, you're invisible to homeowners already looking to hire someone.
Search engine optimization (SEO) for landscapers is about making it easy for search engines to understand what you do, where you serve, and why you're the right choice. A good digital marketing strategy for landscaping companies prioritizes online visibility can transform your landscaping business. When done right, SEO delivers long-term results through organic traffic that continues to generate landscaping leads month after month. Most landscaping companies see meaningful results within three to six months of consistent work.
Before diving in, here are the key terms you'll see throughout this guide:
SERP (Search Engine Results Page): The page you see after searching on Google. Your goal is ranking on the first page.
Ranking: Your position in search results. Position 1 is the top result, position 10 is at the bottom of page one.
GBP (Google Business Profile): Your free business listing that appears in Google Maps and local search results. This is your most valuable local SEO asset.
Keywords: The specific phrases potential customers type into Google, like "landscaping services near me" or "landscape design [city]."
Organic traffic: Visitors who find your website through unpaid search results.
Paid traffic: Visitors from ads.
Direct traffic: Visitors who type your URL directly or use a bookmark.
Click-through rate (CTR): The percentage of people who see your listing in search results and actually click on it.
Internal links: Links from one page on your website to another page on your website. They help search engines understand your site structure.
Local SEO is the foundation of any digital marketing strategy for landscaping businesses. Unlike national brands, landscaping companies serve specific geographic areas, creating an opportunity many landscape professionals miss. A strong online presence and local SEO can help smaller teams stand out against established companies that may have larger budgets but less focused optimization.
When potential customers search for landscaping services, Google prioritizes businesses that are geographically relevant. A landscaping company in Phoenix won't show up for someone searching in Minneapolis, which is exactly how it should work. This geographic focus means landscaping businesses can compete in their local market without massive advertising budgets.
Search engines use location signals like your Google Business Profile, location-specific website content, citations in online directories, and the searcher's physical location. Landscaping companies that optimize these signals outrank competitors who ignore them. The goal is dominating local search results to capture more local customers from local searches in your service area.
Here's what actually happens: businesses in the top three positions capture most clicks. Companies ranked fourth through tenth get significantly less traffic. For landscaping businesses, ranking in these top positions means the difference between a full schedule and struggling to find work. The goal is to be visible at the exact moment homeowners are ready to hire someone.
A Google Business Profile is usually the first touchpoint for potential clients. This free business profile tool controls how your landscaping business appears in Google Maps and local search results.
Businesses that generate the most leads keep profiles complete and regularly updated:
Fill out every available section with detailed information
Add high-quality photos of completed projects regularly
Post updates about seasonal services
Respond to every customer review promptly
Your business name, address, and phone number must be identical across every platform including online directories. Inconsistent information confuses search engines and dilutes rankings. This isn't complicated, but it matters.
Select specific categories that describe your services, like landscape design, lawn care, paver installation, or irrigation. Upload over a decent amount of high-quality photos of real projects to improve visual proof and engagement. These images help homeowners visualize what you can do and build trust before they ever call you.
Online reviews factor heavily into local search rankings and influence whether potential customers choose to contact you. Actively managing your reputation by responding to reviews can increase call volume. Have your team members request reviews from satisfied customers and respond professionally to build stronger profiles that convert searchers into leads.
On-page SEO involves optimizing individual web pages to rank higher in search engines. For landscaping companies, this means creating pages that clearly communicate what services you offer, where you serve, and why homeowners should choose you.
Targeting keywords based on different search intent stages enhances SEO strategy. Homeowners searching for landscaping services move through different stages:
Informational intent: "How to fix drainage problems in yard," "Best time to aerate lawn," or "How to winterize my garden."
Commercial intent: "Top-rated landscaping companies near me" or "Landscape design cost."
Transactional intent: "Hire landscaper [city]" or "Schedule landscape consultation."
Effective keyword research identifies the terms potential customers use at each stage. Using a keyword research tool helps identify high-traffic keywords for your business that align with these different intent types and reach your target audience.
Create pages for different service areas or types like "Lawn Care Dayton, OH" as part of local SEO. A landscaping company serving multiple neighborhoods should create dedicated service pages for each one. These pages should discuss local climate, popular design styles specific to that neighborhood, or common landscape challenges homeowners in that area face.
Each service page should also target specific keywords and local keywords. Instead of one generic "Services" page, create separate pages for landscape design, lawn maintenance, hardscape installation, irrigation systems, and seasonal services. This specificity helps Google match your business with more precise searches.
Meta descriptions and title tags are the first things potential customers see in search engine results pages (SERPs). A solid meta description that clearly states what you offer and where you serve improves click-through rates.
Keep title tags under 60 characters and meta descriptions under 160 characters to avoid getting cut off in search results. Each page needs its own unique title and description—include relevant keywords naturally and answer "what do you do, where do you serve, and why choose you?"
Content quality matters more than volume. Search engines identify genuinely helpful content versus pages created solely for ranking. Creating high-quality, relevant content builds trust and demonstrates authority in the landscaping industry. Landscaping companies that create detailed guides and answer common questions outrank competitors who publish thin, generic content.
Most landscaping searches happen on mobile devices, making mobile optimization critical. Google prioritizes mobile-first indexing, meaning your mobile site is the primary ranking site. A mobile-friendly website is really important for both rankings and user experience. If your website loads slowly or doesn't display properly on a phone, potential customers leave immediately.
Tools like PageSpeed Insights can help you understand how your page is functioning on mobile.
Internal linking helps search engines understand your website structure. Link from your homepage to service pages, from service pages to location content, and from blog posts to relevant services. This creates a logical structure that both search engines and visitors can follow. If you really want to get technical, you can use an internal link strategy called "Hub and Spoke SEO," where you link very intentionally between pages based on subject matter.
Content marketing serves two purposes: attracting search traffic and building trust with potential customers. Establishing yourself as a local authority through content builds long-term trust that converts into booked appointments.
Regularly publishing fresh and relevant content helps establish your business as an authority in the landscaping industry. Topics you might want to write about, include:
Seasonal maintenance guides specific to your region
Problem-solving content about drainage, pest issues, or soil problems
Design inspiration tailored to local architecture
Plant selection guides for local growing conditions
Realistic timelines and cost expectations
The key is really focusing on your region and where you're from. Don't be generic, write about what your neighborhoods want to know.
Long-tail keywords capture specific searches with higher intent. Instead of broad terms like "landscaping," target phrases like "best drought-tolerant shrubs for [region]" or "how to fix standing water in yard, Cincinnati." These specific searches convert better because the homeowner has a clear need.
Technical SEO ensures search engines can crawl, index, and understand your website. Even the best content won't rank if search engines can't access it properly.
We've already covered mobile optimization and site speed earlier, but those are technical SEO fundamentals. The other techincal piece is:
Security: HTTPS encryption improves rankings and customer trust. Homeowners won't submit contact forms through unsecured websites.
Organize your site hierarchically with a homepage, service pages, location pages, and supporting content. This structure should be reflected in your URLs and navigation.
Avoid duplicate content by ensuring each page has unique, valuable content addressing specific needs rather than creating nearly identical pages for different service areas.
The best backlinks happen naturally when you do good work and show up in your community. When you create genuinely helpful content that answers common questions, other websites link to it as a resource. A link from a local news site covering a community project you worked on carries far more weight than hundreds of random directory links.
Quality backlinks come from publishing detailed guides that solve real problems, sponsoring local events, participating in chamber activities, and being an active member of your local business community. If backlinks aren't happening organically, you can always reach out to local directories and industry associations, but earned links from great content carry more weight.
Local citations are mentions of your business name, address, and phone number on other websites. Consistent citations across directories like Yelp, Angie's List, HomeAdvisor, and industry platforms reinforce your location signals and improve local search rankings.
Building relationships with real estate agents, home builders, and garden centers creates natural opportunities for backlinks and referrals. These partnerships lead to website mentions, social media shares, and direct referrals.
Social media presence doesn't directly impact rankings, but it creates visibility that leads to backlinks, citations, and reviews from homeowners who engage with your content.
Success with SEO looks like more qualified traffic finding your website, more phone calls and contact form submissions, and eventually more booked jobs. But SEO data isn't always straightforward.
Organic Traffic: Use Google Analytics to see how many visitors find your site through search and which pages they land on. Watch for increases in traffic to your service pages and location-specific content.
Keyword Rankings: Track where you rank for your target keywords and local search terms. Moving from page two to page one is a big deal. Getting into the top three positions changes everything.
Conversions: Set up tracking for form submissions and phone calls. This is where SEO proves its value.
Google Business Profile: Monitor profile views, website clicks, direction requests, and calls. These metrics show how your local presence is performing.
SEO often works at the top of the funnel. Someone might find your blog post about drainage solutions in March, remember your company name, then Google you directly in May when they're ready to hire. That sale shows up as "direct traffic," not organic search, even though SEO started the relationship.
This is why brand awareness matters. If you notice more people searching for your company name directly, that's often a sign your SEO is working. They found you organically first, even if the data doesn't connect the dots perfectly.
Many landscaping businesses sabotage their own SEO efforts through avoidable mistakes. Here's what actually hurts your rankings:
Keyword stuffing: Cramming your target keyword into every sentence or paragraph unnaturally. It makes content unreadable and triggers penalties. Write naturally for human readers first, incorporating keywords where they make sense.
Ignoring mobile: Ignores how customers actually search. With most landscaping searches happening on mobile devices, a desktop-only website loses potential customers.
Forgetting to update your Google Business Profile: This means missing easy opportunities. Businesses that regularly post updates, add photos, and respond to reviews consistently outperform competitors with stagnant profiles.
Copying competitor content: Backfires dramatically. Search engines easily identify duplicate content and penalize websites for it. You can write similar topics and subject matter, but you should aim to be original in your writing.
Expecting immediate results: Leads to abandoning strategies before they work. SEO is a long-term strategy that typically shows results within six months of consistent work. Landscaping companies that commit to ongoing optimization see compounding returns over time.
SEO for landscaping businesses isn't a one-time project. The companies that generate the most leads treat SEO as an ongoing component of their strategy. Developing a good SEO strategy requires consistent effort over time.
Absolutely. Many landscaping companies handle their own SEO successfully, especially when starting out. The fundamentals aren't complicated:
Claim and optimize your Google Business Profile with complete information and active review management
Ensure your website is mobile-friendly and loads in under three seconds
Create location-specific service pages like "Landscape Design [Neighborhood]"
Build a systematic approach to collecting customer reviews after projects
Publish blog content around seasonal topics, common problems your team solves, and current design trends
If you have the time to learn and stay consistent, DIY SEO can work well. Review performance monthly and make strategic adjustments. If certain pages generate leads more effectively, create more related content. If blog posts attract traffic but don't convert, add clearer calls to action.
SEO agencies cost money, but sometimes that investment prevents expensive mistakes and gets results faster. An agency that understands the landscaping industry brings specialized knowledge in technical SEO, competitive keyword research, and link-building strategies that take years to master.
The right situation depends on your needs and capabilities. Some companies start with DIY, then bring in an agency when they hit a plateau or don't have the bandwidth to stay consistent. Others work with an agency from the start to build a strong foundation, then scale back to maintenance mode. You can always adjust your approach as your business grows.
The landscaping companies that thrive are the ones homeowners find when they search. Search engine optimization makes that happen by ensuring your business appears when potential customers are actively looking.
Led by Marty Grunder, The Grow Group is a premier coaching and education firm for landscape professionals. We provide innovative events like our annual GROW! Conference, peer groups, and real-world resources to help landscaping business owners and their teams succeed. Everything we teach is based on what we know works because we test it ourselves at our "living laboratory," Grunder Landscaping Co., the business Marty began as a teenager and still leads today.
We don't just share theories and ideas. We share tactics we used at our own landscaping company this week that we know still work. Our team brings more than 95 years of combined field experience to everything we do. Whether you're trying to grow your landscaping business or get better control over it, we can help get you where you want to go.
Not sure where to start? Sign up for our weekly Great Idea to get free strategies, tips, and tactics for running your landscaping company delivered to your inbox each Sunday. Listen to episodes of The Grow Show podcast for practical advice you can implement right away.
Or join us at our annual GROW! Conference to learn alongside hundreds of landscape professionals committed to building better businesses.