In early 2026, I commenced SEO work with an old friend and successful entrepreneur, Kyle Riegle, owner of Avery Excavating. Based in Williamsburg, near the Grand Traverse and Kalkaska county line, Avery Excavating has a wide service radius that spans Traverse City to Torch Lake.
The initial focus was a hyper-local SEO program that centered on building out individual service pages for all of the capabilities the company offers (e.g. foundation excavation, driveway grading, septic tank services, etc.), along with local pages for the different markets Avery Excavating covers (e.g. Traverse City, Acme, Williamsburg, Elk Rapids, Kalkaska, etc).
Kyle, whom I’ve known since attending Elk Rapids High School, seized a prime opportunity to capitalize on the growing residential and commercial developments of east Grand Traverse County and the surrounding area.
In 2015, Kyle started the excavating company, Avery Excavating (named after his firstborn son, Avery). Since then, the business has grown substantially. Kyle has built a full crew of operators who handle projects ranging from land clearing and driveway grading to basement and foundation excavating services. The company has also developed a specialization in septic tank installation and service, which is growing in demand (see Kyle’s post on Septic Replacement).
If you’re local to the area, then you’ve probably seen an Avery Excavating truck pass by. No doubt, the company has been successful and continues to grow. Kyle’s hope is to keep that momentum going by expanding his marketing and online footprint with the SEO work he’s investing in with me.
At the time of publishing this post, it’s near the end of March, and we just wrapped up the initial SEO program discussed above. Not only have we seen a substantial uptick in organic search traffic to the site, but Kyle’s mentioned getting more leads as well.
Next, we’re discussing an ongoing program focused on content strategy combined with some off-site SEO work, building links and citations to widen Avery Excavating’s online presence. Stay tuned for a more formal case study write-up discussing the strategy and outcome. In the meantime, learn more about the company’s excavating services in Traverse City.