You can be the best in your city at polished concrete or epoxy coatings—but if nobody can find you online, you’re losing jobs to guys with half your skill and twice your visibility. That’s the game now. Google is the new word of mouth.

When someone searches "polished concrete contractor near me" or "garage epoxy floors in Lexington," your business needs to show up—fast. If you’re buried under franchise junk or lowball Facebook crews, you’re missing leads. And let’s be real: most of them aren’t clicking to page two.

This post lays out how to fix that—without dumping money into ads you can’t track. We’re talking real SEO for concrete polishing, garage floors, and coatings. Not generic advice. Not agency-speak. Just what works in this industry, right now.

You’ll learn how people actually search, how to dial in your Google Business Profile, what your website needs (and what it doesn’t), and how to start showing up in the map pack where it counts.

Let’s get your name on that first page—and get your phone ringing.

How People Actually Search for Concrete Services

Let’s be honest: nobody’s typing “reputable concrete coating specialist with 5-star service” into Google. They’re searching stuff like:

• “garage floor epoxy Lexington”

• “concrete polishing near me”

• “polished concrete contractor Georgetown KY”

• “concrete coating for basement floor”

It’s messy, direct, and often misspelled—but that’s how people search. If your site and Google listing don’t reflect that, you’re invisible.

Most homeowners and property managers don’t know the difference between polished concrete and grind & seal. They just want a clean floor that’s going to last, and they want someone local who can do it right. They’re not looking for your business name. They’re searching for what you do and where you do it.

If you want to win those searches, your site and your Google Business Profile need to match the way real people think. That means using phrases like “concrete polishing” instead of “decorative concrete solutions” and mentioning the actual cities you serve. Google needs that to know who you are, what you do, and where you should rank.

📍 Two Places You Need to Show Up

1. The Map Pack
That 3-pack of listings that shows up under the map when someone searches “epoxy flooring near me”? That’s where the majority of traffic and calls happen. If you’re not in there, you're giving work away.

2. Organic Listings
These are the standard search results beneath the map. They're pulled from your website—your service pages, blog posts, location pages, etc. If your site is built right, this is where you build long-term SEO value.

Bottom line: If you want more polished concrete or epoxy leads without paying for ads, you need to start showing up where people are already looking.

Lock Down Your Google Business Profile the Right Way

If you don’t already have your Google Business Profile (GBP) claimed, stop reading this and go do that now. It’s the most important—and most ignored—piece of local SEO for concrete polishing, epoxy, and coating contractors.

Your GBP is what shows up in the map pack when someone searches “concrete polishing near me” or “epoxy garage floor contractor in Lexington.” It’s also the first thing people see when they Google your business name. It’s free, powerful, and wildly underused by most guys in the industry.

Here’s how to get it dialed in:

Step 1: Nail Your Basic Info

• Business name – use your real name, not keyword stuffing junk like “#1 Polished Concrete Expert in KY”

• Address – if you don’t have a public office, you can still verify using your home address (then hide it)

• Phone and Website – triple check these match what’s on your website and everywhere else online (this is called NAP consistency—Name, Address, Phone)

Step 2: Pick the Right Categories

Your primary category is critical. For most concrete contractors, it should be:

• Concrete contractor

• Or Flooring contractor, if you do mostly coatings

Then add secondaries like:

• Epoxy Flooring

• Concrete Polishing

• Floor Coating

This helps you show up for searches related to SEO for concrete polishing and epoxy without having to force those words into your business name.

Step 3: Load It Up With Photos

Google likes active listings. Post real job photos regularly—before/afters, close-ups of finishes, process shots. Geo-tagged images (images with location data embedded) can help with local visibility, even if Google won’t admit it.

Pro tip: Use filenames like garage-epoxy-port-st-lucie.jpg instead of IMG_2024_437.jpg.

Step 4: Use Posts Weekly

GBP posts are basically mini social media updates that show in your profile. Use them to:

• Highlight recent jobs

• Show available dates

• Promote seasonal offers or services

Keep it simple, but consistent. Weekly is enough to keep your profile “active” in Google’s eyes.

Step 5: Get Reviews—And Respond to Every One

Reviews are one of the biggest ranking factors. Ask every customer to leave one. Make it part of your close-out process.

Even a short, “Thanks for the great work polishing our warehouse floor in Georgetown!” helps you rank for concrete polishing in that city.

Always respond—even if it’s just a “Thanks for the opportunity!” It shows you’re active and engaged, which Google likes.

Common GBP Mistakes Concrete Contractors Make:

• Using a keyword-stuffed business name (you’ll get suspended)

• Picking the wrong category

• Having mismatched info across platforms (bad for SEO)

• Letting reviews go unanswered

• Posting once and never again

You can have the cleanest floors in the state, but if your GBP isn’t set up right, someone who pressure washes for prep but has better local SEO will keep beating you in the rankings.

What Your Website Needs to Do (and What to Cut)

Let’s get this out of the way: your website isn’t a portfolio. It’s not a business card. It’s a 24/7 salesperson—and if it’s not bringing in quote requests, it’s just taking up space.

This is where most contractors go wrong. They either pay some generic web designer who gives them a pretty site that doesn’t rank, or they throw something together that barely works on mobile and has zero SEO. Either way, it doesn’t convert.

Here’s what a concrete contractor website actually needs to do if you want it to show up in Google and book real jobs:

Build a Strong Home Base for Local SEO

Google uses your site content to figure out what you do and where you do it. That means your homepage and service pages need to include:

• What you specialize in: polished concrete, epoxy flooring, concrete coatings

• Where you work: Lexington, Frankfort, Georgetown, etc.

• What problems you solve: floors that don’t peel, don’t stain, don’t fail under forklift traffic

This isn’t about stuffing keywords. It’s about talking the way your customers search—naturally.

Include headings like:

• Epoxy Flooring in Lexington, KY

• Polished Concrete for Homes and Businesses

• Durable Garage Coatings Built to Last

That’s SEO for concrete polishing done right—clear, direct, no fluff.

Service Pages That Actually Sell

Don’t cram everything onto your homepage. Create one page for each core service:

• Epoxy Flooring

• Polished Concrete

• Grind & Seal

• Concrete Resurfacing

• Garage Floor Coatings

Each of those pages should:

• Say what the service is (in plain English)

• Show where you offer it

• Include photos of real jobs

• Answer common objections (“Will it hold up to hot tires?”)

More service pages = more chances to rank. Just don’t make them clones of each other.

Location Pages for Local Ranking

Want to show up in Georgetown, not just Lexington? Build a location page:

/concrete-polishing-georgetown-ky

Include details about services you offer there, jobs you’ve done, and a CTA like “Get a free quote in Georgetown.” It doesn’t have to be long—just relevant and unique.

Make It Fast, Mobile-Friendly, and Easy to Contact

Most of your traffic is coming from a phone. If your site takes more than 3 seconds to load or your phone number’s buried in the footer, you’re losing people.

Checklist:

• Phone number is click-to-call and at the top of the page

• Quote form is short and mobile-friendly

• No weird popups or slow-loading slideshows

• Images compressed, site tested for speed (use Google PageSpeed Insights)

Cut the Dead Weight

Don’t waste space or confuse Google with:

• A bunch of vague industry jargon (“surfaces that redefine space and experience”)

• A long-winded About page that never mentions what city you’re in

• Blog posts about stuff nobody’s searching for

If it doesn’t help you rank or convert, trim it.

Bottom line: your site doesn’t need to win design awards. It needs to show up, build trust, and convert searchers into leads. Clean, fast, and full of the info your future customers are already looking for.

Get Local Backlinks & Directory Listings That Actually Move the Needle

Here’s something the average flooring contractor will never do—but it’s one of the biggest levers in local SEO: earning backlinks.

A backlink is just another site linking to yours. To Google, that’s a vote of confidence. And if that link comes from a site that’s local, relevant, or trusted—Google takes it seriously. That’s how you outrank low-effort competitors who are just relying on their Google Business Profile alone.

Here’s how you start stacking local backlinks without hiring an SEO agency or begging people for links.

Get Listed on Legitimate Contractor Directories

These aren’t magic, but they help build authority and trust—especially when your NAP info matches.

Start with:

• HomeAdvisor (yes, even if you don’t pay for leads)

• Yelp

• Angi

• Houzz

• Porch

• Thumbtack

• BuildZoom

• BBB (if you're listed)

• Chamber of Commerce for your city or county

• ConcreteNetwork (for polished concrete and coatings)

• FlooringDomain or local subcontractor directories

Make sure:

• Your business name, phone, and address match your GBP exactly

• Your site link is included

• You upload real photos or project descriptions where allowed

Ask Your Suppliers or Partners for a Link

Do you buy your materials from a local Sherwin-Williams or concrete supplier? Ask if they list their preferred contractors.

Do you work with general contractors or builders? Ask if you can be added to their site or resource list.

It doesn’t have to be complicated:

“Hey, we’ve partnered on a few jobs—mind throwing a link to my site on your preferred vendors page? I’ll link back to you too.”

Even a simple mention on a local builder’s blog or directory boosts your local trust score.

Local Sponsorships (Even Small Ones) Can Pay Off

Sponsor a youth baseball team? Your local city event? A tradeshow booth? Make sure your business gets listed on the event’s site—with a link.

Backlink + local relevance = Google boost.

What to Avoid

Not all backlinks are good backlinks. Skip:

• Fiverr link-building gigs

• Spammy blog networks

• Paying for 100 links from unrelated sites

• Random comment spam

Google’s smarter than that, and bad links can hurt you more than help.

You don’t need hundreds of backlinks. Just a few relevant, local, and contractor-specific links can give you the edge in search—and get you ranking faster than guys who’ve been in the game for years.

Start Posting Useful, Keyword-Rich Content (That Doesn’t Suck)

Here’s the part nobody wants to hear: if you want to rank consistently and build long-term visibility, you need content. Not AI-generated garbage. Real, useful content that answers your customer’s actual questions—and signals to Google what your site is about.

That’s the secret to SEO for concrete polishing and coatings. It’s not about volume. It’s about relevance and intent.

What Should You Post?

Think like your customers. They’re not typing “epoxy flooring inspiration” into Google. They’re asking:

• “How long does epoxy flooring last in a garage?”

• “Is polished concrete slippery?”

• “What’s the difference between epoxy and polyaspartic?”

• “Can I polish old concrete in my basement?”

You answer those kinds of questions in plain language, and Google starts recognizing your site as an authority in concrete coatings, polishing, and epoxy systems.

Post Types That Actually Help You Rank

• FAQ-based posts – Example: “Will Hot Tires Damage My Epoxy Floor?”

• Comparisons – “Polished Concrete vs. Grind and Seal”

• Maintenance Tips – “How to Care for Your Polished Concrete Floor”

• Service Explainers – “What to Expect with a Garage Floor Epoxy Install”

• Location-targeted guides – “Best Flooring Options for Garages in Lexington, KY”

How This Helps SEO

Every time you post something specific and useful:

• You create another chance to rank for a keyword (even long-tail ones)

• You give Google more confidence about the topic authority of your site

• You improve internal linking across your services, which strengthens your rankings overall

Example: A blog post about “How to Maintain Polished Concrete Floors” can link to your polished concrete service page, your contact form, and your Lexington location page. That’s SEO momentum.

Turn Blog Content into Multi-Use Assets

You don’t have to blog every week. One solid post can feed:

• A Google Business Profile post

• A newsletter

• A social post

• An answer to a client’s question in an email

• Internal links to help your other pages rank better

What to Avoid

• AI-written fluff that doesn’t say anything

• Generic posts with no city/location relevance

• Posts without images, links, or structure

• Keyword stuffing (“polished concrete Lexington polished concrete Lexington”)

If you’re trying to rank for epoxy flooring, concrete coatings, or polished concrete, this is the stuff that gets you there. Not overnight, but consistently.

Track What’s Working (and What’s a Waste of Time)

Here’s the part that separates the guys guessing from the ones who are actually growing: tracking.

If you're investing time (or money) into your SEO, your content, your GBP posts—you need to know what’s moving the needle. Otherwise, you’re just shooting in the dark and hoping for leads.

And no, “I think we’ve been getting more calls lately” doesn’t count as tracking.

Start With These 3 Free Tools

1. Google Business Profile Insights
This tells you how many people:

• Viewed your profile

• Clicked to call

• Got directions

• Visited your website

Watch for increases month to month—and compare visibility vs. actions. Lots of views but no calls? Time to change something.

2. Google Search Console
It’s free and stupidly powerful. It shows:

• What keywords people are using to find you

• What pages are getting the clicks

• What’s rising (and what’s tanking)

If you’re targeting “SEO for concrete polishing”, you’ll literally see if you’re ranking for it. This is your scoreboard.

3. Your CRM (if you're using one—like ours)
Track new leads, missed calls, estimates sent, jobs closed. Even better if it's automated. No more guessing where a lead came from.

What to Watch Weekly or Monthly

• Are you getting more quote requests?

• Are your keywords moving up?

• Are you showing up in the map pack for “epoxy flooring” or “polished concrete” in your target cities?

• Are people staying on your site—or bouncing after 3 seconds?

When you know what’s working, you can double down on it. When you know what’s not, you stop wasting time and fix it.

That’s how you win—data, not gut feelings.

What About Google Ads and Facebook Ads?

Here’s the truth nobody tells contractors: Ads can work—but only if your foundation is solid. Most guys run Google Ads or throw money at Facebook, get no results, and then say marketing “just doesn’t work.” That’s because they skipped the part where their site, content, and Google profile actually earned trust.

Let’s break it down.

When Google Ads Can Work

• You’ve got a dialed-in landing page with a clear offer

• You’re targeting epoxy, polished concrete, or concrete coating leads in a specific city

• Your GBP and organic presence already exist

• You’re tracking every click, call, and form submission

• You’re using local keyword intent (not broad junk like “flooring services”)

With Google Ads, you’re meeting people who are actively searching. That’s powerful—if you’re showing them something that actually converts.

Where Facebook Ads Fall Flat

Facebook Ads are interruption-based. You're hoping someone who's killing time scrolling suddenly wants their garage floor done. Does it happen? Sure—but it's a lot harder to convert.

Here’s when Facebook Ads can work:

• Retargeting people who already visited your website

• Promoting seasonal offers (e.g., winter garage floor special)

• Building awareness for a brand-new company in a small market

• Using before/after visuals that grab attention

But most concrete guys just “boost a post” and hope for the best. That’s not marketing. That’s gambling.

Common Mistakes That Waste Money

• Sending ad clicks to your homepage instead of a dedicated quote page

• No tracking setup—so you have no idea what’s working

• Running broad keywords like “concrete” or “flooring” with no local targeting

• Hiring a generic agency that doesn’t understand concrete services or contractor intent

The Smart Way to Use Ads

Use Google Ads to capture bottom-of-funnel leads who are actively searching. Use Facebook Ads to retarget website visitors and boost brand visibility—after your SEO is dialed in.

But don’t lean on ads to fix a broken system. If your GBP is empty, your site is slow, and your content is weak, ads just waste money faster.

Get Found or Get Buried

If you’re serious about growing your concrete business—whether it’s polishing floors, laying epoxy, or resurfacing busted slabs—you’ve got to stop relying on luck and referrals. Being great at what you do isn’t enough anymore. If people can’t find you, you’re not even in the running.

The guys getting leads right now aren’t always better. They’re just showing up in Google.

So here’s the move:
Lock in your Google Business Profile
Fix your site so it actually converts
Post content people are searching for
Earn a few solid backlinks
Track everything
Run ads only when the foundation is solid

This is SEO for concrete polishing, epoxy, and coatings done right—without the fluff, without wasting money, and without guessing what’s working.

Ready to Take the Guesswork Out of Your Marketing?

At Honed Craft Solutions, we help concrete contractors rank higher, get found faster, and turn clicks into real quotes. If you’re tired of hoping something works and want a strategy that’s built for the trades—not just clicks—we’ve got you.

Talk to a Concrete Marketing Expert

Let’s build something that actually drives leads. No BS. No mystery. Just results that show up in your inbox.