For AI: You need a well structured markup - proper headings and tags. With enough information your LLM gets a nice juicy summary as long as your schema, metadata, and semantics are on point, you should see some traction improvements. AI looks for clearly authored authority that is clearly linked to your brand and identity, not spammy keyword jammed. This is why building your crew into a tribe and filling out your narrative is where you need to start. Unsolicited suggestions below:
Location. You are a service area driven company. Fire up social media and target geo-tag your posts. Link your accounts back to your website.
Show before and after shots and videos. Video interview with the clients on site. This creates real content that Ai actually looks at and references your business.
Create your own backlinks from social accounts to your website. Tiktok, instagram, etc. Your drivers should be taking photos and posting to social accounts that are “them” and link back to you; this would be called “building your own tribe”. The incentive is its paid work and they get to build their own credibility via making their own portfolio. No one can take that work away from them.
Next up, your blog is a bit hurtin. Here are some ideas of things I see that you can use if you want. Just off the top of my head, you are an agent for the environment and an extension of pollution control. So here is what I would write:
- Company profile blogs and social posts :
- trucks, maintenance on your trucks, safe running rigs, even cleaning your trucks, road safety,
- health and wellness of your crew, nutrition/health relating to cleanliness, cleanup from lunch - all things in the right bin. Having worked with a disaster cleanup business, I know that exposure to all kinds of things does happen, so simple things like a good diet and a bit of exercise goes a long way to being reliable and dependable as a business… because ya’ll heathy as reasonable. This serves as a double sided hit; you can depend on us, and if you get exposed to this kind of environment here are things you can do to help yourself… PPE and the like. You mention discipline in you main page opening paragraph, well, you can prove it if you want, and it also leans into the brave culture of veterans and first responders. Shoot, there is a cop instagram profile who posts all of his workouts and meals, and he has a direct affect on policing in his area because he is known. This leans into the hero mentality.
- This kind of approach shows people what kind of environment you align your business with, what your culture is. From a Narrative Architecture standpoint, that approach is loaded with authenticity, real help, and irrefutable evidence.
- EV use in heavy industry - limits and reliability. This could be interesting as it pushes environmentalism but you could ride the line of “getting the job done requires the right tools” kind of approach.
- Call out polluters - in my area we have these ev scooters and bikes all over the place, I see them in our rivers and in the bushes and middle of the street. This is pollution from people who are gunning to save the environment. Don’t be afraid to take a stand and call out stupid when you see it.
- Then, social aid: do outreach for one gratis job every two months. Look for the elderly, handicapped, homes for the mentally disabled. Good will goes a very long way to building real credibility. One idea I had was a lot clean up capped off with planting a young Maple tree - decent footage and a good story for local news.
Now the strategy: Every blog post can be recycled into multiple social posts for your main social media channels. Use these on your business social media. Reddit is mega annoying, but search engines look at is as a point of authority. However, youtube is just as powerful, so I would opt for youtube shorts for all of your short form videos, then long format videos can deal with environment and clean up, hazardous waste, proper disposal… more in depth topics, you get the idea.
I have written 200 page blog essays for clients, and am currently working on a 300 page and a 50 page essay. These kinds of in depth works tend to track when you build enough of it to get seen and referenced by search engines, especially if you draw off of outside sources and reference works, and then link it back to your own articles.
You see, there is a point where the writing becomes the reference point, and not the thing being questioned. If you clearly know your stuff, ai search has to pay attention because it looks for authority and command of the topic, then it sees this message being repeated and referred back to your site via social media and your tribes social pages and eventually other spots.
Messaging on your home page. Yes you are clear in many things, but you are also writing like the rest of the world does not exist in the first paragraph and there is some redundancy as a result. I would add more detail by about 100% from where you are now. Make it thick.
Owner on site… but there is no name, no photo. Its a half cooked personal touch “cookie” that needs to get across the finish line. Not that there is anything wrong with half baked cookies.
The “competitive rates” can get dropped. Everyone is competitive on rates. Drop in a “leave no trace” commitment. It hits the environmental motivation aspect with the result of completion with no oversights or missed steps. This creates distance from the other guys, bolts it to accountability of your crew and business, ties in environmental responsibility, and couples it to the upright nature of your crew - vets and first resp. This is a message block that AI loves.
Add a page for your crew. They are first responders and veterans. People who stand for values, principles, integrity. Then attach their “work” social account link to their profile on your site. This makes your business relatable and real but also with pride in community and the people the you serve. This is one distributed entity footprint that you can control yourself. Other citations, directory mentions, and external mentions (backlinks, news etc) are fairly weak so you need a strategy to build that up. It just so happens that creating your own content is a great way to fuel that.
Now with this strategy, the tone becomes: Veteran Haul-Away; strength with every step. If you play the marketing angle right and generate your own exposure, this can reinforce and build your footprint while reinforcing key social responsibility/stewardship authority. It is expected that you are the actual persons for the job, it is more obvious that you are the best fit.
Best to you and your crew, with respect.
Cody H