A seamless pattern of black polka dots on a white background.

Why Most Excavation Contractors Struggle to Rank on Google in 2025

Josh Stockel • June 23, 2025
A black circle with a shadow on a white background.

You might be the best excavator in your city—your trench lines are clean, your timing is tight, your crew is reliable—but if you’re not ranking on Google, the only people who know that are the ones who already hired you.


The truth is, most excavation contractors don’t rank well in local search results. Not because Google is out to get them. And not because their competitors are better. But because they’re missing the basics of visibility.


In this blog, we’ll break down why most excavation companies struggle to rank—and how to fix it.


1. No Location-Specific Service Pages

If your website is just one page that says “We offer excavation,” you’re not helping Google—or your customers—understand where you work and what you offer.


Google doesn’t assume. It indexes content. If you want to show up for searches like “foundation excavation in Temple TX,” you need a page on your site with that exact phrase. That page should include:

  • A brief description of the service
  • Where you offer it
  • A call to action
  • Photos of a real job (ideally in or near that location)


Without that, you’re invisible.


2. Your Google Business Profile is Incomplete

When’s the last time you updated your Google Business Profile?


A lot of contractors don’t even realize this is one of the most powerful ranking factors in local search. If your profile has old photos, missing hours, no service area info, or no reviews, Google sees it as dormant.


Keep it updated. Add new jobsite photos weekly. Ask happy customers to leave reviews. The more activity, the more visibility.


3. You’re Not Earning Local Backlinks

Google rewards businesses that are connected to the community. One of the ways it judges that? Backlinks from local websites.


These don’t have to be from high-traffic blogs. Even links from your chamber of commerce, a local builder directory, or a sponsor listing on a high school football page make a difference.


Each one tells Google, “This business is real and active in this area.”


4. Your Website is Slow or Not Mobile-Friendly

Site speed and mobile usability are now major ranking factors. And most excavation sites were built 5+ years ago and haven’t been touched since.


If your site takes too long to load, or it’s hard to use on a phone, Google will rank you lower—period.


Use tools like Google’s PageSpeed Insights to check your load time, or have a pro take a look. Sometimes, just compressing images and removing old plugins can speed things up.


5. You’re Not Creating Content

You don’t have to become a blogger, but Google favors sites that are active. That means:

  • Posting job updates
  • Writing short blog posts about common questions (e.g. “How deep should you trench for a water line in Texas?”)
  • Sharing before-and-after images with a few lines of context


Every update gives Google another reason to index your site—and customers another reason to trust you.


6. You’re Ignoring Review Strategy

Reviews are not just for reputation—they are ranking fuel.


Ask every customer to leave a Google review and mention:

  • What you did (e.g. “foundation dig”)
  • Where it was (e.g. “Georgetown, TX”)
  • Why they’d recommend you


This builds local SEO power while creating trust with new visitors.


Ranking isn’t a black box. It’s a repeatable system. And when you do it right, your business becomes the first name people find when they need dirt work done.


Want a free excavation SEO audit? 👉 Request yours here

Featured Resources

Check Our Latest Resources

What to Include on a Quote Request Page to Get Better Leads

By Josh Stockel • August 15, 2025
Your quote form isn’t just a way to get contact info—it’s your first step in pre-qualifying the right kind of leads. The best-performing land service websites all have one thing in common: a streamlined, strategic quote request page. Here’s what to include. 1. Name, Phone, Email (Obvious But Necessary) Make sure your form is mobile-friendly. Most users will be on their phones. 2. Project Location (City or ZIP Code) This lets you filter by service area immediately. Don’t waste time chasing out-of-zone leads. 3. Type of Service Needed Use checkboxes: Land clearing Excavation Demolition Site prep Other (with open text field) This helps you route the lead and pre-load quotes faster. 4. Size of Property (Or “How Much Needs Clearing?”) Even a rough estimate helps your team prep. 5. Project Timeline Add options: ASAP Next 2–4 weeks Planning for later this year This filters time-wasters and helps you forecast demand. 6. Notes Field (Optional, But Valuable) Sometimes the gold is here. Prospects explain permits, tricky access, brush height—you name it. 7. Bonus: Add a Photo Upload Option A picture of the property can save you a site visit—or at least speed up the quote. A smart form saves time, filters junk leads, and makes you look more professional. Want us to build or upgrade your quote request page? 👉 Let’s optimize it 🎧 On the Land It Podcast, we cover tools and tech that help land contractors book more work, faster. 👉 Listen to the podcast

When Should You Pause Your Ads? (And What to Do Instead)

By Josh Stockel • August 11, 2025
It’s a common question: “We’re booked out—should I pause our marketing?” It’s tempting, but usually the wrong move. Here’s why—and what smart land contractors are doing instead. Why Pausing Ads Can Hurt You 1. Momentum Stops Once you shut your ads off, the algorithm resets. When you turn them back on, it takes time (and budget) to re-optimize. 2. Your Pipeline Dries Up Today’s ad leads are tomorrow’s jobs. If you stop now, you’ll hit a dead zone in 2–3 weeks. That’s how you end up in feast-or-famine mode. 3. Your Brand Fades Even if you’re not actively taking new work, staying visible keeps your name top-of-mind for later—and makes your sales easier. What to Do Instead of Pausing 1. Adjust Your Campaign Budget Lower spend. Don’t shut off entirely. You can: Focus on one high-ROI service Limit to one geographic area Run only retargeting ads 2. Tweak Your Messaging Let people know your schedule: “Now booking for next month. Secure your spot early.” 3. Prioritize Future-Focused Leads Use your ad forms to ask: “Ideal project start date?” “When are you hoping to break ground?” That way, you build a waiting list and keep control of the pipeline. 4. Use the Downtime to Dial In Systems While you’re booked out: Build email follow-up for older leads Add reviews from recent jobs Update your site with new photos + city pages Staying booked is great. Staying strategic while booked is even better. 👉 Need help restructuring ads for better pacing? Let’s set it up 🎧 On the Land It Podcast, we talk about pacing your growth and marketing—so you don’t burn out or stall out. 👉 Listen now

How to Use Project Photos to Get More Land Clearing Jobs

By Josh Stockel • August 7, 2025
Your job photos are more powerful than you think. In 2025, visuals drive decisions. Before-and-after shots. Equipment in action. A freshly cleared pad. These aren’t just nice to have—they’re lead generators. And too many contractors are sitting on a goldmine of content without using it. Here’s how to turn your job photos into a steady stream of new business. 1. Make a Habit of Capturing Every Job Train your crew—or yourself—to snap a few key photos at every project: Before you begin Mid-way progress shot Final cleared area Equipment or crew in action Bonus: take wide shots and detail shots (roots cleared, stumps ground, etc.). 2. Write Simple, SEO-Boosting Captions Don’t just upload the photos. Add a sentence that includes: What you did Where you did it How long it took Example: “Cleared 2.3 acres in Wimberley, TX. Cedar mulching + brush grinding. Completed in 2 days.” This boosts your local SEO and makes your site or social post way more compelling. 3. Use Photos Across Platforms Add to your Google Business Profile weekly Post job recaps on Facebook/Instagram Drop into emails and texts for lead nurturing Use in quote follow-ups (“Here’s a similar job we just finished”) Feature on landing pages by service or city Visual proof builds trust fast. 4. Create a Gallery Section on Your Website Organize by: Service type (mulching, clearing, demo, grading) Location Property size Add short blurbs under each image. It turns your gallery into an SEO asset and a trust builder. 5. Turn Photos Into Ads Our best-performing Facebook ads are just solid before/afters with a simple CTA. Pair with copy like: “From brush-covered to build-ready in just 3 days. Need yours cleared? Let’s talk.” 📸 Don’t just take job photos—use them. Want help turning your recent projects into a full marketing campaign? 👉 Let’s build it out 🎧 Hear how other contractors are using project visuals to generate consistent leads on the Land It Podcast. 👉 Check out the podcast