Bestco Surfacing
Bestco Surfacing needed new, effective service page copy and a content strategy to bring in commercial and residential customers in a competitive surfacing market.
I created service pages covering specialist surfacing services and developed an educational content strategy to capture informational searches and strengthen topical authority across the sector.
The strategy I used focused on answering common customer questions and targeting high-intent searches related to tarmac, asphalt, driveways and commercial surfacing projects.
This approach helped Bestco secure regular visibility within featured snippets and Google's AI Overviews while increasing organic visibility across the customer journey.
One article in particular (Asphalt vs Tarmac) went on to generate more than 50% of the website's organic traffic, demonstrating the value of educational content in specialist industries.
Project Overview
Client: Bestco Surfacing
Industry: Construction & Surfacing
Services Provided:
Service pages
SEO content strategy
Blog content
Educational articles
Featured snippet optimisation
Project Scope:
Creating service pages and an educational content strategy for an established surfacing contractor operating across London and the Home Counties.
Deliverables:
Service pages
Blog strategy
Educational articles
Featured snippet optimisation
AI Overview optimisation
Key Objectives:
Improve organic visibility
Strengthen topical authority
Capture informational search intent
Support commercial enquiries
Increase visibility within AI search experiences
Surfacing specialists
Specialist surfacing and ground work services.
Content Strategy
Educational content designed to attract and inform.
Featured Snippet Focus
Optimized to appear in Google’s featured snippet
AI Overview Visibility
Frequent presence within Google’s AI Overview
50%+ Traffic from One Article
Generated over half of the website’s traffic quotes and traffic
Service Page Example
Blog Page Example
My Approach
I developed a content strategy that concentrated on answering realistic customer questions, targeting informational searches surrounding surfacing materials, installation methods and project considerations.
Service pages were supported by educational content to strengthen topical authority while creating opportunities to appear within featured snippets and AI search experiences.
Content was clearly written to simplify technical concepts, supporting both residential and commercial customer journeys.
The Challenge
Surfacing and groundwork services involve technical terminology and purchasing decisions that customers may only make once or twice in their lifetime.
The challenge here was writing content that educated prospective customers while positioning Bestco as an experienced and trustworthy specialist in the sector.
Alongside service pages, the website also required a long-term content strategy capable of attracting visitors earlier in the research process.
Results
Regular appearances in featured snippets.
Frequent visibility within Google's AI Overviews.
Increased authority across surfacing and groundwork topics.
Educational content supporting visibility throughout the customer journey.
The ‘Asphalt vs Tarmac’ article generated more than 50% of the website's organic traffic.
Established a scalable content framework for long-term growth.
Locations Page Example
Google AI Overview
Additional examples and web links are available on request.
