AI Precision Marketing
Digital Presence Audit — Spruce Grove, AB — Est. 2012
19
Employees
$7M
Revenue
7
Service Lines
COR
Certified
Overall Digital Score
Performance across 7 digital marketing categories
Classic ASP from the 2000s, no SSL, not mobile-responsive
No structured data, no blog, not ranking for keywords
Profile exists but not optimized, few reviews
LinkedIn only (487 followers), no FB/IG/TikTok
No Google Ads, no social ads
Few reviews compared to competitors
Manual quoting, no online tools
None of your competitors are doing digital marketing well.
This is a massive first-mover advantage. The excavating industry in the Spruce Grove / Edmonton corridor is wide open for whoever claims the digital space first.
| Competitor | Website | SEO | Social | Ads | Digital Presence |
|---|---|---|---|---|---|
| Ground Effects Septic | Basic brochure site | Minimal | Facebook only | None detected | Weak |
| DeFord Contracting | Outdated design | No blog or schema | Inactive FB page | None detected | None |
| Strathcona Excavating | Modern but thin | Some local SEO | Facebook + LinkedIn | None detected | Basic |
| Wheeler Fencing & Excavation | Template site | None | Facebook only | None detected | Weak |
Ground Effects Septic
WeakWeb: Basic brochure site
SEO: Minimal
Social: Facebook only
DeFord Contracting
NoneWeb: Outdated design
SEO: No blog or schema
Social: Inactive FB page
Strathcona Excavating
BasicWeb: Modern but thin
SEO: Some local SEO
Social: Facebook + LinkedIn
Wheeler Fencing & Excavation
WeakWeb: Template site
SEO: None
Social: Facebook only
Your new website is built. It just needs to go live.
Running classic ASP technology from the early 2000s
No SSL certificate (site shows 'Not Secure' warning)
Not mobile-responsive — broken on phones and tablets
No calls-to-action or conversion paths
No project gallery or portfolio showcasing your work
Modern, fast, mobile-first design already built
SSL-secured and Google-optimized
Project gallery with before/after photos
Clear calls-to-action on every page
Online quote request integration
Heavy equipment content is one of the biggest niches on social media. Excavators, demolition, and grading videos regularly get millions of views.
TikTok
#excavator has 4B+ views
#heavyequipment has 2M+ posts
YouTube
Excavation channels get 100M+ views
Set up a camera and capture an entire excavation project compressed into 60 seconds. These consistently get millions of views.
Split-screen showing raw land vs finished grade. Satisfying content that gets shared everywhere.
Walk around your excavators, dozers, and trucks. People love heavy equipment content — it is one of the biggest niches on TikTok.
Follow the crew from morning coffee to project completion. Humanizes your brand and builds trust with potential clients.
High-value keywords with low competition — the perfect conditions for organic growth
| Keyword | Volume | Competition | Opportunity |
|---|---|---|---|
| excavating spruce grove | Medium | Low | Excellent |
| excavating stony plain | Medium | Low | Excellent |
| grading contractor edmonton | High | Medium | Strong |
| demolition services edmonton | High | Medium | Strong |
| septic installation spruce grove | Medium | Low | Excellent |
| site preparation alberta | High | Low | Excellent |
| excavating edmonton | High | Medium | Strong |
Complete all business information fields
Add 50+ high-quality project photos
Post weekly updates with project highlights
Enable messaging and quote requests
Respond to every review within 24 hours
Add all service categories and areas
Review Generation Strategy
Ask for a Google review after every completed project. Automated text/email follow-up within 24 hours of project completion. Target: 5+ new reviews per month.
Digital tools that streamline the quoting process and capture leads 24/7
Customer fills out a simple form with project details and location
Interactive tool lets them pick services: excavation, grading, demolition, etc.
Upload site plans, blueprints, or photos for more accurate quoting
Instant confirmation email + CRM tracking + scheduled follow-up sequence
24/7
Lead Capture
Quotes come in even when the office is closed
50%
Faster Response
Automated acknowledgment and follow-up
0
Dropped Leads
Every inquiry tracked in CRM pipeline
Alberta excavating follows a seasonal rhythm — your marketing should too
Mar - May
Marketing Focus
Peak season push — Google Ads, social blitz, review requests
Jun - Aug
Marketing Focus
Content capture — timelapses, before/afters, testimonials
Sep - Nov
Marketing Focus
Case studies, project recaps, early booking for spring
Dec - Feb
Marketing Focus
Snow removal promos, spring booking campaigns, website updates
A phased approach to building Option Excavating's digital presence
Deploy the new website (already built)
Optimize Google Business Profile
Set up Facebook & Instagram pages
Start posting 3x/week on social
Launch review generation campaign
Begin TikTok/Reels content — job site videos
Launch Google Ads for top keywords
Start review generation with every completed job
Weekly blog posts for SEO
Before/after project gallery on website
Online estimating tools and quote forms
CRM system for lead tracking and follow-up
Automated email sequences for leads
Expand paid ads to social platforms
Referral program for contractors and builders
Option Excavating has the reputation, the team, and the track record. A strong digital presence is the next step to capturing more of the market you already serve.
Prepared by AI Precision Marketing
eric@aiprecisionmarketing.ca • aiprecisionmarketing.ca • (587) 590-2580