The power of SEO for deck builders

This article was first published in Deck Specialist Magazine in the July/August 2023 Issue.

In a world that moves at an ever-increasing pace, where convenience is king and technological advancements shape our lives, optimizing your online presence is crucial to stay ahead of the curve and leave your competition in the dust.

Imagine potential customers searching for deck builders and finding your website front and center. By appearing at the top of search engine results, you not only increase your chances of being seen but also enhance your credibility and trustworthiness. SEO enables you to make a strong first impression, establish yourself as an expert, and win the hearts of customers looking for your services. 

In this article, I’ll unlock the SEO secrets specifically tailored for deck builders. From keyword research and website optimization to local SEO strategies and content creation, I’ll guide you through the essential steps to catapult your business to the forefront of search engine rankings. Get ready to conquer the online landscape and watch your deck-building business soar!

What exactly is SEO?

SEO, which stands for search engine optimization, is the secret sauce that gets your website to the top of search engine result pages, such as Google. When people are actively searching for a deck builder in your area, SEO ensures that your website catches their attention and appears as the top choice. It’s all about optimizing your website and various factors to please those search engine algorithms and attract potential customers.

Why is SEO so important for deck builders?

Let’s take a closer look at the numbers. There are over 450,000 monthly searches from potential customers looking specifically for deck-building services. And when you consider geographic modifiers like “near me”,  “local”, or “x city”, that number easily doubles. Long story short, if your website isn’t showing up for one of those searches, you are losing out on a lot of potential customers.

You may be saying at this point…” But I get the bulk of my leads from referrals”. While referrals are undoubtedly valuable, relying solely on them may limit your growth potential. Embracing SEO empowers you to proactively reach new customers and secure quality projects. 

After all, it’s impossible to thrive if people don’t know about your business.

Additionally, SEO is a cost-effective marketing strategy compared to paid advertising. With paid advertising like Google Ads, once you stop investing the faucet of leads is turned off. However, when you implement effective SEO strategies, it acts as a sustainable long-term marketing approach that continues to drive customers to your business over time. The following organic traffic results achieved by deck builders across the county are a testament to the power of SEO.

Would you like to see an additional 4000 eyeballs on your website each month?

What does it take to rank #1 on Google?

From a high-level perspective, you have to satisfy the search algorithm’s hunger for E-E-A-T, which stands for:

  • Experience = Google wants to know that you are a real person. Show your experience with real examples and even your own opinion. 
  • Expertise = Similar to “experience”, but with more validation by showcasing your credentials and qualifications.
  • Authority = Get high authority website (the popular kids) talking about your content (linking back to your content).
  • Trust = Cross all your t’s and dot your i’s with a secure website, that loads quickly, is easy to use, and proves you are real by listing your address at minimum.

Want to nerd out on the specifics?

If you’re eager for the nitty-gritty details, here’s a comprehensive list of factors that contribute to ranking in Google Maps and Organic placement. 


Want to get some practical next steps?

Here are a few key steps to make Google happy and improve your website’s visibility:

  1. Keyword Research: Identify the most relevant keywords for your unique services, specific cities you work in, and search volume. Tools like Google Keyword Planner, WordStream, or SpyFu can assist you in this process.
  1. Website Optimization: Create a user-friendly website that targets your chosen keywords. Develop individual pages for each service and project in each city you serve. Optimize your website’s content, including titles, headings, meta descriptions, and footer information with all the keyword love to help search engines understand the relevance of your website to search queries.
  1. User-Friendly Website: Design a user-friendly website that provides a seamless and enjoyable experience for visitors. Implement clear navigation menus, intuitive layouts, and mobile-friendly responsiveness. A well-designed website not only enhances the user experience but also reduces bounce rates, indicating to search engines that your site is valuable and worthy of higher rankings.
  1. Local SEO: Targeting customers in your specific location is crucial for deck builders. You’d be surprised how many deck builder websites I see that I can’t even tell what city or state they are in. Incorporate location-specific keywords throughout your website, including in your content, metadata, and off-site business listings. 
  1. Content Creation: Establish a blog on your website to provide ongoing updates and valuable information that your customers will find helpful in their decision-making journey. Regularly publish fresh content related to frequently asked questions or anything a potential customer would need to know before investing in a new outdoor living space. This not only enhances your website’s visibility but also positions you as an authoritative resource in the industry.
  1. Off-Site Optimization: Optimize your Google Business Profile by providing accurate and detailed information about your business, such as your address, phone number, operating hours, and services. Acquire citations (mentions of your business name, address, and phone number) across reputable online directories and platforms. Encourage satisfied customers to leave positive reviews to enhance your online reputation and improve search engine rankings. Additionally, consider leveraging content syndication to strategically distribute and promote your content on relevant platforms, to increase your visibility and drive more traffic to your website.

SEO may seem like a complex concept, but by following a few of these steps, you can start improving your website’s visibility, attract more targeted traffic, and ultimately increase the number of prospects that are ready to go. Remember that SEO is an ongoing process, so don’t expect instant results. Monitor and analyze your website’s performance regularly, make adjustments as needed, and stay up to date with the latest SEO trends and best practices.

Don’t underestimate the power of SEO in shaping the success of your business in today’s digital landscape. Start optimizing your website today for long-term success. The rewards are waiting for you.

To help you kickstart your SEO journey, you can download a list of the most commonly searched deck builder keywords along with an SEO checklist at

Until next time, keep moving forward.


April Edwards

Owner & Lead Marketing Strategist
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