About Us
About The Flooring SEO Company!
The flooring SEO company that only does flooring
One industry, one client per metro, no rankings guarantees, and no websites sold on the side. Here is how we work, what we refuse to do, and how to check whether any of it is true.
Why a flooring-only agency
Most agencies that take flooring clients also take dentists, roofers, lawyers and gyms. That is a reasonable business — but it means the flooring strategy is a general local SEO template with the industry name substituted in.
Flooring does not behave like other local services. The research phase runs for weeks while somebody compares luxury vinyl plank against engineered hardwood. People search by material rather than by business type. A large share of the industry does not fully control its own website, because dealer platforms host it — and several of those platforms sell SEO on top of the hosting. And coatings companies, who get grouped in with flooring retailers by nearly everyone, are running a different business entirely.
You can learn all of that on a general agency's roster. We would rather it was the only thing we had learned — which is why a flooring-only SEO company takes no other industries.
How we build a campaign
In the order a floor goes down. Each layer disappears under the next one, and skipping any of them is why campaigns fail eighteen months later for reasons nobody can trace.
Tracking and measurement
Nothing above this matters if you cannot see what happened. Call tracking, form attribution, Search Console and Analytics set up properly. Most flooring companies who have been through two agencies still cannot say which page produced which install.
Technical and platform
Crawlability, indexation, speed, schema — and an honest read on whether your dealer website platform is capable of ranking at all. Get this wrong and everything laid on top of it fails later, quietly.
Local and Google Business Profile
Categories, service area, reviews, citations and manufacturer dealer-locator listings. The layer that carries the load in a business where people buy within driving distance of a showroom.
Pages and content
Material pages, city pages, comparison and cost content. The visible layer, and the one everybody wants to start with. It only works once the three beneath it are sound.
Authority and links
Manufacturer directories, trade associations, local press, supplier relationships. Last, because it is wasted on a site that cannot convert the traffic it earns.
Almost every flooring company that comes to us wants to start at the floor covering, because content and city pages are the part you can see. Agencies sell it that way for the same reason. It is also why so many flooring campaigns produce a lot of published pages and very few phone calls.
What we commit to
Things you can hold us to. Also the reasons some flooring companies decide we are not the right fit, which is fine.
We only work with flooring companies
Not home services generally. Flooring — retailers, installers and coatings specialists. The research cycle, the material-level search behaviour and the dealer-platform problem are specific enough that a general playbook leaves money on the table.
One flooring company per metro
We will not sell the same market twice. If yours is taken you hear it on the first call, not after a proposal.
We do not sell websites or hosting
Which is why we can give you a straight answer about your dealer platform. An agency that also hosts your site has a stake in the diagnosis.
No rankings guarantees
Nobody controls Google's results. An agency promising position one is either describing a keyword nobody searches or counting on you not to check.
No long contracts
Ninety days to get the foundation in, then month-to-month. If the work is good you will stay because of the work.
We report calls, not impressions
Monthly reporting on leads by source page, map pack visibility across a geo grid, and quote requests where your CRM will give us the data.
What we will not claim
This industry has a credibility problem and most of it is self-inflicted. A few things you will not find on this site:
- Percentage growth figures without context. "Traffic up 340%" from a site that had eleven visitors is technically true and practically meaningless.
- Client logos we have not earned. A row of recognisable brand marks with no case study behind them is decoration, and most visitors already assume that.
- Invented testimonials. If a quote appears here it will carry a real name and a business you can look up.
- Guarantees. Nobody controls Google's index. Anyone telling you otherwise is either misinformed or counting on you not checking.
The trade-off is that our marketing looks less impressive than a competitor willing to make those claims. We would rather be checkable.
How to vet any flooring SEO agency
Including this one. If you are talking to three agencies, these separate them, and none of them are about price.
Ask whether they will tell you your platform is the problem
If your site is on a dealer platform, ask directly: can this platform rank, and would you tell me if it could not? Then ask whether they sell or resell websites themselves. An agency with a stake in the hosting cannot answer the first question neutrally. That is the whole reason our website work starts with a platform assessment rather than a redesign pitch.
Ask about manufacturer dealer locators
Shaw, Mohawk, Karndean, Armstrong and the rest run dealer directories that are high-authority, on-industry and free to authorised dealers. Ask any agency whether they work them. Most will not know what you mean, which tells you how much industry-specific thinking is behind the proposal. It is standard scope in our local SEO work.
Ask about co-op funds
Ask whether any of the work could qualify for manufacturer co-op or market development money. An agency that has never heard of it is not thinking about your industry, it is thinking about its retainer. We cover this in SEO marketing.
Ask what they would fix first, before you have paid anything
An agency that answers "content" without having looked at your site is reciting a package. For most flooring companies the honest answer is tracking, the platform, or the Google Business Profile.
Ask who owns the assets
Search Console, Analytics, call tracking numbers, the content, the domain. Some agencies structure engagements so those leave with them. Ask for it in writing.
Check whether they follow their own advice
Search their brand. Look at their Google Business Profile, review count and mobile site speed. An SEO agency that cannot rank itself is asking you to believe in a skill it has not demonstrated on the one site it fully controls.
Run all six on us. We would rather you did it now than three months in.
What the first six months look like
Concrete, because "it depends" is not something you can plan around.
Weeks 1–2
Free audit delivered. Tracking installed and verified. You get a priority list of what we would fix and why, in order — including a straight answer on your website platform.
Weeks 3–8
Technical and platform work, then the Google Business Profile rebuild and dealer-locator listings. Review generation starts here because it has the longest runway.
Months 2–4
Material and city pages go live in priority order, and the content calendar starts — weighted toward the research-phase questions people actually ask while choosing a floor. If you run coatings work as well, that is where the residential and commercial split gets built.
Months 4–6
Authority building: manufacturer directories, trade associations, supplier relationships and local press. Rankings on the earlier pages should be consolidating, and reporting starts showing lead volume rather than position changes.
Nothing here is a guarantee of outcome. It is a guarantee of sequence, which is the part we control. The full service list sets out what each stage includes.
How the work gets done
We run deliberately small. One point of contact who actually knows your account, rather than a sales lead who hands you to an account manager who hands the work to someone you never speak to.
That caps how many flooring companies we can take on at once, which is part of why the one-per-metro rule is easy for us to keep.
The tools we work in
- Google Search Console
- Google Analytics 4
- Google Business Profile
- Semrush
- Ahrefs
- Screaming Frog
- Geo-grid rank tracking
- Call tracking
- Looker Studio
You keep access to every account we set up in your name. If we part ways, the Search Console property, the Analytics profile, the tracking numbers and the content stay with you.
Part of the SEOPals group
Flooring SEOPals is one of several single-vertical SEO brands under the SEOPals name, each working with one industry rather than spreading across all of them. The methodology is shared; the market knowledge is not transferable, which is exactly why the brands are separate.
For roofing contractors, our sister brand is Roofing SEOPals.
Questions we get asked
What makes Flooring SEOPals different from a general SEO agency?
We work only with flooring companies, so the playbook is built around how flooring demand actually behaves: a long research phase, material-level search, showroom radius, dealer website platforms and manufacturer programmes. A general local SEO programme covers maybe half of that.
Do you work with more than one flooring company per market?
No. One per metro. If your market is already taken we say so on the first call.
Do you build websites?
No, and that is deliberate. Because we do not sell hosting or web design, we can tell you honestly whether your dealer platform is the thing holding you back. An agency that also hosts your site cannot say that neutrally.
Do you guarantee first-page rankings?
No, and neither can anyone else honestly. What we commit to is a defined scope, monthly reporting on leads rather than impressions, and telling you plainly when something is not working.
How long have you been doing flooring SEO?
Flooring SEOPals is part of the SEOPals group, which runs single-vertical SEO brands across several trades and professional service industries. The flooring brand applies that methodology to one industry.
What tools do you use?
Google Search Console, Google Analytics 4, Google Business Profile, Semrush and Ahrefs, Screaming Frog for crawls, geo-grid rank tracking for the map pack, and call tracking for attribution. Nothing proprietary and nothing we would not show you.
Start with the audit, not the pitch
We will show you where you rank, who is beating you in the map pack, and whether your platform is holding you back. Free, no commitment, yours to keep even if you never hire us.
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