You’ve got a fence company. You do solid work. You get calls here and there. But you’re wondering: why aren’t more people finding me online?
If you’ve asked yourself that, you’re not alone. A lot of contractors feel the same. In this post, we’ll walk through how Google decides which fence companies show up first when people search locally.
Let’s break it down in plain terms.
Why Local Search Matters
When someone searches “fence company near me” or “fence repair [city name],” Google shows a map with three business listings at the top. That’s called the Local Pack.
If your company shows up there, you’re in a good spot. Most people click one of those three.
But how do you get into that spot?
Google looks at three main things:
- Relevance
- Distance
- Prominence
We’ll go over each below.
1. Relevance: Is Your Business a Good Match?
Relevance means how well your business matches what someone is searching for.
So if someone types “wood fence installer in Dallas,” and your website talks about wood fences and you’re in Dallas, that helps.
Tips to Improve Relevance
- Make sure your Google Business Profile (GBP) has all the right details: business name, category, services, and a solid description.
- Add all the fence services you offer.
- Use the same words your customers use. Don’t overthink it. If they say “privacy fence” or “chain link,” say that on your website and profile.
- Create pages on your website for each service: one for wood fences, one for vinyl, one for repairs, etc.
2. Distance: How Close Are You to the Searcher?
Google uses the searcher’s location to decide what businesses to show.
So if someone is in the north part of town and you’re close by, you’ve got a better shot.
You can’t change where your office is, but you can still help your odds.
Ways to Handle Distance Limits
- List the areas you serve on your website.
- Use service area settings in your GBP. Don’t just say “USA” or “Statewide.” Be specific. Use city names, zip codes, neighborhoods.
- Add location pages to your website if you serve many towns. For example, a page for “Fence Installation in Plano,” “Fence Repair in Garland,” and so on.
3. Prominence: How Well Known Is Your Business Online?
Prominence is Google’s way of asking: how active is this business online? Are people talking about it? Are there signs that it’s a real business that people trust?
This is the hardest part to grow, but it makes a big difference.
Boost Your Prominence
- Get Reviews. The more 5-star reviews you get, the better. Ask happy customers to leave them. Make it easy for them.
- Keep your info the same. Your name, address, phone number, and website should match across the internet. This includes directories like Yelp, Angie’s, BBB, and local chamber sites.
- Build local backlinks. These are links from other websites in your area. For example: local blogs, community pages, suppliers, or events you’ve sponsored.
- Be active on your GBP. Post updates, photos, and answer questions. Respond to every review, good or bad.
- Get featured in local news or directories. If you sponsor a local event, ask for a link. If you do a charity job, let people know.
What About Website SEO?
Your website still matters. It’s not just about the Google map. Google looks at your site to help decide if you’re a good match.
Key Parts of Your Website SEO
- Page Titles. Each page should have a clear title, like “Wood Fence Installation in Fort Worth.”
- Headings. Use headings to structure the content. H1 for your main title, H2 for sub topics.
- Content. Write about your services in simple terms. Show examples. Add FAQs.
- Photos. Show your real work. Before and after shots help. Use alt text for every image.
- Mobile-Friendly. Most people search on their phones. Make sure your site looks good and loads fast.
- Secure Site. Use HTTPS. If your URL starts with “http://” instead of “https://” fix that.
What Is Google Business Profile (GBP)?
It used to be called Google My Business. Now it’s GBP.
This is the listing that shows your business on Google Maps. It’s free. You just need to claim it and fill it out.
Key Parts of GBP
- Business Name
- Categories (choose “Fence Contractor” as your primary)
- Hours
- Phone Number
- Website
- Address or Service Area
- Services Offered
- Business Description
- Photos
- Reviews
Keep this updated. Add photos of jobs often. Answer questions people post.
Common Mistakes Fence Companies Make
Let’s go through some slip ups that hurt rankings.
1. Wrong or Missing Info
If your address is different on Facebook and Yelp, Google gets confused. Keep all info the same everywhere.
2. Ignoring Reviews
Bad reviews happen. But don’t ignore them. Reply calmly. Try to fix the issue. It shows you care.
3. No Location Pages
If you serve five towns but only talk about one on your site, you miss chances. Add pages for each town.
4. No Photos
People want to see your work. Show your jobs before, during, and after.
5. Not Using Keywords
If your site just says “we build fences,” that’s not enough. Say what kind, where, and for who. Think like your customer.
Table: What Matters Most for Local Ranking
| Ranking Factor | Control Level | Impact Level | Notes |
|---|---|---|---|
| Google Reviews | High | High | Ask for them regularly |
| Website SEO | High | High | Needs monthly work |
| Distance to Searcher | Low | Medium | Use service area pages to help |
| GBP Category and Services | High | Medium | Choose fence contractor and all services |
| Local Backlinks | Medium | Medium | Takes time but pays off |
| Consistent Business Info | High | High | Double check all listings |
| Photos and GBP Posts | High | Medium | Stay active weekly |
Paid Ads Help Too, But Don’t Replace Local SEO
Facebook Ads and Google Ads are good for leads. But they stop when you stop paying.
Local SEO keeps working long after you post it. That’s why both are worth doing.
We run ads for many fence contractors, but we also build strong websites and GBP profiles that stay ranked over time.
How Long Does It Take to Rank?
It depends. New businesses might take 3 to 6 months to get into the local pack. If you’ve been around a while, it could be faster.
What matters is how consistent you are. Don’t expect overnight results. Google watches over time.
What You Can Do This Week
- Claim and update your Google Business Profile
- Fix your name, address, and phone number across the web
- Ask your last 3 happy customers for a review
- Post 5 photos from recent jobs
- Write a short blog post on your site about a job you just finished
- Check if your site is mobile-friendly and loads fast
Final Thoughts
Google ranking isn’t magic. It’s just about doing the right things, staying active, and keeping your info clean.
You don’t need to be a tech expert. But you do need to stay involved or hire someone who gets it.
At FenceWebs, we’ve helped fence contractors rank better for over 5 years. If you ever need help, we’re here.
But even if you go it alone, now you know what to watch for.
Get your name out there. Let people find you. Then let your work speak for itself.
