Directory outreach often triggers unnecessary anxiety, especially when multiple people appear to be working the same niche. It feels like competition before a sale even happens. In reality, niche overlap is rarely the thing that limits results. What matters far more is how clearly we position the offer, how we speak to prospects, and whether we execute long enough to learn what actually converts. This post breaks down when overlap matters, when it doesn’t, and how to win regardless of who else is in the market.
Table of Contents
Why entities matter for headings and SEO
Search engines read pages as a set of related topics or entities. An entity is a thing with a name, like “asphalt paving.” Using the correct entity names helps the page signal what services the business offers.
Sometimes directories or Wikipedia use different words. For example, Google Business Profile might show “paving contractor.” Wikipedia may have pages for “paver” or “asphalt paving.” That is okay. We can use several related entity names on the same page when they are relevant.
Two main page types and how to title them
We usually build two types of pages for a paving company: location pages and service pages. The heading and SEO title change a bit depending on which page it is.
Location page (targeting a town or city)
For local pages we want the brand and the main service term up front. Use a semantic triple: Brand + Paving Contractor + Location. That tells search engines who you are, what you do, and where you work.
Examples:
- Acme Paving — Paving Contractor in Springfield
- Acme Paving | Paving Contractor — Springfield, MA
On the page itself, the H1 or prominent heading can be Paving Contractor in Springfield. Then use H2s to list the specific services like asphalt and concrete.
Service page (single service or service area)
For a service page we focus on the service, not the location, because service pages often cover broader service areas. Keep the SEO title centered on the service and add the brand.
Examples:
- Asphalt Paving Services — Acme Paving
- Concrete Paving — Acme Paving
Use an H1 like Asphalt Paving Services and then H2s for related topics such as driveways, parking lots, patching, and sealcoating.
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How to structure headings on a page
A clear heading flow helps both readers and search engines. Here is a simple structure we use that works well for paving businesses.
- H1: The main service or the city-specific service name.
- Location page example: Paving Contractor in Springfield
- Service page example: Asphalt Paving Services
- H2: Short list of service types or business strengths.
- Asphalt Paving
- Concrete Paving
- Repair & Maintenance
- H3: Specific tasks, benefits, or FAQs under each H2.
- Commercial Parking Lots
- Residential Driveways
- Sealcoating and Striping
How to mix related entities on one page
If the company does both asphalt and concrete, we can and should mention both. Use headings that list the services and weave in the contractor term. For example:
- H1: Paving Contractor in Springfield
- H2: Asphalt Paving Services
- H2: Concrete Paving and Repairs
- H2: Why Choose Our Team
Avoid stuffing the title with every single keyword. Keep it readable. Use the related terms naturally in H2s and H3s. Search engines now understand relationships better, so a coherent mix of adjacent entities makes the page stronger.
Entity variants and synonyms
Some sources bold alternate names or synonyms. These are entity variants. They mean the same thing and can be used interchangeably in content.
For example, “contractor” and “general contractor” are often used as variants. We can use both. Use them naturally in headings and paragraphs. This helps the page cover more search intent without confusing readers.
Practical heading examples you can copy
Use this list as a quick template. Swap the brand and location to fit your client.
- H1 — Paving Contractor in [City]
- H2 — Asphalt Paving Services
- H3 — Driveway Paving
- H3 — Parking Lot Paving
- H2 — Concrete Paving and Repairs
- H3 — Concrete Driveways
- H3 — Concrete Curbs and Walkways
- H2 — Repair, Sealcoating, and Maintenance
- H2 — About Our Team (General Contractor Experience)
How the new language models change our approach
Models used to need very strict entity rules. Now they have a better sense of how things relate. That means we can include a few closely related entities on one page. We still keep things relevant. But we do not have to split every tiny topic into its own page.
That gives us more freedom to build helpful pages that cover a range of services without confusing the search engines.
Quick content rules for headings
- Keep H1 clear and focused on the main service or city phrase.
- Use H2s for the main service types (asphalt, concrete, maintenance).
- Use H3s to break down tasks, benefits, or common questions.
- Include the brand in location pages’ SEO title, then the service and city.
- On service pages, make the service first in the SEO title and add the brand.
- Write headings for people. Use keywords naturally.
Sample SEO title formulas
Use these short formulas when creating SEO titles and meta titles.
- Location page: Brand — Paving Contractor in City
- Service page: Asphalt Paving Services — Brand
- Combined: Brand | Asphalt & Concrete Paving
Wrapping up
Headings should match user intent. Use simple H1s for the main theme and H2s and H3s for details. Mention related entities like asphalt paving, concrete paving, and general contractor when they apply. Keep things natural and useful for readers.
When in doubt, ask: does this heading help someone find the service they need? If the answer is yes, it is probably a good heading.
Should the SEO title include both asphalt and concrete?
Only if the business does both and you need to show both services right away. For location pages, prefer Brand + Paving Contractor + City. For service pages, use the specific service in the title and add the brand.
Can we combine multiple entities on one page?
Yes. If the services are closely related, include them. Use H2s for each main service and H3s for details. Keep the content focused and relevant to avoid confusion.
What if Wikipedia uses a different term?
Use the term that best matches the business and the audience. You can still reference Wikipedia terms as variants. Mix synonyms naturally across headings and body text.
How many H2s should a page have?
There is no fixed number. Use H2s to cover each major service or topic. Make sure each H2 adds value and answers a user need.
Where should the brand appear?
Put the brand in the SEO title for location pages. On service pages, place the service first and add the brand after. Include the brand in one or two headings, but keep the user experience front and center.