Short answer: SEO can bring you both. The difference comes down to the keywords you target, the pages you publish, and how you qualify leads. If your site only speaks to homeowners, Google will send you homeowners. If your content and on-page signals are built for developers, civil engineers, lenders, and general contractors, SEO can generate real B2B opportunities.
How SEO matches searcher intent
Google tries to pair a page with the intent behind a query. Homeowners often search for “property survey cost,” “boundary survey near me,” or “lot line survey.” Commercial buyers tend to use service and project language such as “ALTA/NSPS land title survey,” “construction staking services,” “topographic survey for site design,” or “as-builts for certificates of occupancy.” When your site includes pages that mirror these commercial phrases, you train Google to show you for those terms and you help buyers self-select.
Do commercial clients actually search?
Many commercial projects begin through referrals, past relationships, or procurement lists. That does not mean SEO has no role. Commercial buyers still search to validate vendors, compare capabilities, find capacity when deadlines are tight, or locate surveyors in a new market. Strong SEO gets you discovered during those moments and keeps you on the shortlist when decision makers check your site before sending an RFP.
Build pages that attract B2B leads
Create a clear site structure that signals commercial focus.
- Service pages for commercial work: ALTA/NSPS surveys, construction staking, topographic and planimetric mapping, route surveys, 3D laser scanning, UAV mapping, utility locating, as-builts, FEMA and LOMA support. Each service should have its own page with process, deliverables, timelines, and sample outputs.
- Capability assets: Publish a downloadable capability statement, equipment list, coverage map, licenses, and insurance details. Include CAD/BIM formats you deliver and typical turnaround times.
- Case studies and project sheets: Show scope, constraints, timeline, and results. Name the project type, not just the survey method, and add these as filtered content on your service pages. Much like a blog section would act.
- Location coverage for metros and regions: If you work across multiple cities, create service-area (geo) pages that emphasize commercial services in that area.
Target the right keywords
Blend service terms, industry terms, and geography.
- Commercial service keywords: “ALTA/NSPS land title survey,” “construction staking,” “as-built survey,” “topographic survey for site design,” “boundary and control for site development,” “scan to BIM,” “UAV mapping for earthwork.”
- Industry modifiers: add “for developers,” “for civil engineers,” “for general contractors,” “for lenders,” “for due diligence.”
- Geo modifiers: city, county, or metro names. Weave your location information (office city) throughout the site, this helps Google understand your area of operation quickly.
Avoid stuffing. Use target phrases in the title tag, H1, first paragraph, one subhead, image alt text, and naturally in the copy.
Optimize your Google Business Profile for B2B
Your GBP can attract commercial inquiries when it is configured correctly.
- Choose Land Surveyor as the primary category and add relevant secondary services.
- Fill the Services and Products sections with commercial offerings and short descriptions.
- Post project highlights as updates. Add photos of crews, equipment, and site work, not just residential imagery.
- Use Q&A to prequalify: “Do you handle ALTA surveys for multi-parcel sites,” “What CAD formats do you provide,” “What is your typical lead time.”
Prequalify on the page and in your forms
You will still receive some homeowner leads. Direct them appropriately while keeping your pipeline clean.
- Set expectations with project minimums, typical turnaround windows, and service focus. Homeowners will self-select out.
- Add form fields that segment leads: Project type, Site address or parcel, Required deliverables, Deadline. Create a simple dropdown that tags the inquiry as Commercial or Residential.
Measurement that proves commercial ROI
Track what matters so you can see the commercial impact of SEO.
- Configure goals for calls, forms, and file downloads like capability statements.
- You can use call tracking with source attribution.
- Capture lead type from your form and pass it into your CRM.
Content that builds authority with buyers
Beyond service pages, publish blog posts that reflect commercial expertise. These will help boost your rankings in Google for commercial-based searches.
- Preconstruction and procurement guides that outline ALTA requirements, lender expectations, and coordination with civil teams.
- Schedule and staffing posts that explain how you scale crews and maintain safety and quality.
- Regulatory explainers that clarify local standards or submittal requirements.
- Tooling and methodology write-ups on GNSS, total stations, laser scanning, and QC processes.
This content earns links, keeps commercial visitors engaged, and signals authority to Google.
Bottom line
SEO will bring you homeowners if your site talks to homeowners. If you want commercial clients, build pages and signals that match commercial intent, optimize your GBP with B2B services, prequalify with forms, and measure results by lead type. Do that consistently and local SEO becomes a reliable channel for developers, civil engineers, lenders, municipalities, and general contractors.