Top SEO & PPC Keywords Every Foundation & Waterproofing Company Should Target
Last updated: November 2025
If you own or manage a foundation or waterproofing company, your customers are already searching for your services online. The question is, are they finding you or your competitors? Understanding which search terms matter most can make all the difference in your visibility and lead flow.
At Digital Division, we help foundation repair, waterproofing, and crawl space businesses uncover the keywords that drive real traffic and conversions. Whether you’re focused on local SEO, paid ads, or both, the terms below will help you identify where your marketing dollars should go and what to track in your strategy.
Use this list as a starting point to ask your agency or marketing partner: “Where do we show up for these searches?” Regularly checking your rankings for these keywords ensures your website stays visible when homeowners are ready to act.
How to Use This Keyword List
Every foundation and waterproofing company should understand how customers search online before investing in SEO or paid ads. The keywords below are organized into three main groups that reflect how people look for your services.
Primary Keywords
These are the main search terms your business should always target. They usually have the highest search volume and strongest intent, such as “foundation repair” or “basement waterproofing.” Use them in your main page titles, headings, and ad campaigns.
Secondary Keywords
Secondary keywords are closely related phrases or local variations like “foundation repair near me” or “crawl space waterproofing.” They help you capture customers searching with more specific needs or location intent. Include them in your service pages, FAQs, and Google Ads groups.
Semantic Keywords
Semantic keywords support your main topics by adding context. These are related ideas that search engines associate with your services, such as “foundation cracks,” “sump pump installation,” or “crawl space moisture.” Using them naturally throughout your content builds authority and improves your visibility for a wider range of searches.
Pro Tip: The best-performing foundation and waterproofing websites include a mix of all three keyword types across their homepage, service pages, and blog content.
Top Foundation Repair Keywords
When homeowners start searching for help with cracks, settling, or sinking foundations, these are the phrases they use most often. Focusing on the right keywords helps your business appear where it matters most — in front of customers ready to call or request an estimate.
Below are the top-performing foundation repair keywords in the U.S., along with their average search volume and the SERP features they trigger.
| Keyword | Search Volume | SERP Features |
| foundation repair | 40,500 | Sitelinks, Image, Video, People also ask, Local pack |
| foundation repair near me | 40,500 | Sitelinks, Video, People also ask, Local pack |
| foundation crack repair | 9,900 | Sitelinks, Image, Video, Video carousel, People also ask |
| foundation repair cost | 6,600 | Sitelinks, AI Overview, Image pack, Video, Video carousel, People also ask |
| house foundation repair | 6,600 | Sitelinks, Image pack, Video, Video carousel, People also ask |
| home foundation repair | 5,400 | Sitelinks, Video, Video carousel, People also ask |
| concrete foundation repair | 4,400 | Sitelinks, Video, Video carousel, People also ask |
| foundation repair companies near me | 4,400 | Sitelinks, Video, People also ask, Local pack |
| foundation repair company | 4,400 | Sitelinks, Video, People also ask, Local pack |
| foundation repair contractors | 4,400 | Sitelinks, Video, Video carousel, People also ask |
| best foundation repair near me | 1,000 | Sitelinks, AI Overview, Video, People also ask, Local pack |
Insight: Most foundation repair searches have clear local intent, with “near me” and city-based queries dominating results. Make sure your Google Business Profile and local landing pages are optimized with these phrases to capture high-converting local traffic.
Top Waterproofing & Crawl Space Keywords
When homeowners spot damp walls, standing water, or musty crawl spaces, they often turn to Google for help. These searches reveal what real customers type when looking for waterproofing or crawl space repair services. Targeting these keywords can help your business reach more qualified leads and strengthen your authority around moisture control and water management issues.
Below are some of the most-searched waterproofing and crawl space keywords in the U.S., along with their average monthly search volume and the SERP features they often trigger.
| Keyword | Search Volume | SERP Features |
| crawl space foundation repair | 1,300 | Sitelinks, Video, Video carousel, People also ask |
| crawl space repair near me | 900 | Sitelinks, AI Overview, Video, People also ask, Local pack |
| basement waterproofing | 880 | Sitelinks, Image pack, Video, People also ask, Local pack |
| crawl space waterproofing | 720 | Sitelinks, Video, People also ask, Local pack |
| sump pump installation | 590 | Sitelinks, Video, People also ask |
| crawl space encapsulation | 590 | Sitelinks, Video, People also ask |
| crawl space repair | 480 | Sitelinks, Image, Video, People also ask |
| crawl space moisture control | 390 | People also ask, Local pack |
Insight: Homeowners rarely know whether their issue requires structural repair or waterproofing. Pages that mention both foundation repair and waterproofing services tend to rank higher for a wider range of searches. Consider creating combined service content that speaks to both needs and links between related pages.
Top Company & Service-Level Keywords
These keywords show how homeowners and property managers search for specific foundation repair or waterproofing companies. They often include local or comparative phrases like “near me” or “best,” which signal high buyer intent. Optimizing your website and Google Business Profile for these terms helps you attract more calls, map views, and form submissions.
Below are some of the most common company and service-related search terms for foundation and waterproofing businesses.
| Keyword | Search Volume | SERP Features |
| foundation repair companies | 5,400 | Sitelinks, Video, People also ask, Local pack |
| foundation repair companies near me | 4,400 | Sitelinks, Video, People also ask, Local pack |
| foundation repair company | 4,400 | Sitelinks, Video, People also ask, Local pack |
| best foundation repair companies | 3,600 | Sitelinks, AI Overview, Video, People also ask |
| foundation companies near me | 3,600 | Sitelinks, Video, People also ask, Local pack |
| foundation finance company | 1,600 | Sitelinks, People also ask, Knowledge panel, Reviews |
| foundation repair company near me |
Insight: Most high-intent searches include phrases like “near me,” “best,” or “in my area.” These are prime opportunities for local SEO and Google Ads targeting. Make sure your business listings use consistent NAP (name, address, phone) information and include these terms in page titles and meta descriptions for maximum visibility.
Next Steps: Turn Keywords into Real Leads
Finding the right keywords is only the first step. To really stand out in search, your content needs to answer the questions people are asking around those terms. Google gives you this data for free — you just need to know where to look.
1. Check the “People Also Ask” Section
When you search your main keywords on Google, you’ll see a “People also ask” box with common questions. These are real queries typed by your potential customers. Use them to guide your blog topics, service page FAQs, and educational resources.
Examples might include:
- “How much does foundation repair cost?”
- “Is basement waterproofing worth it?”
- “Can a cracked foundation be fixed permanently?”
Answering these directly in your content helps your pages appear in more searches and can even land you in featured snippets.
2. Look for Related Questions and Topics
At the bottom of the search results, you’ll find related searches and suggested terms. These can help you identify new keyword angles and supporting content ideas. For example, if you see searches like “signs of crawl space moisture” or “how to fix a leaning retaining wall,” you can create short articles or FAQs that address each one.
3. Turn Questions into FAQs
Once you’ve gathered these questions, add them as short, clear FAQs at the bottom of your service pages. This helps with SEO and builds trust by showing that your company understands what customers are asking.
Pro Tip: Refresh your FAQs every few months as new questions appear in Google’s “People also ask” and related searches. It’s one of the easiest ways to stay relevant and capture more organic traffic without rewriting your main pages.
Ready to Strengthen Your Search Visibility?
Now that you know which search terms matter most, the next step is making sure your business shows up for them. Start by reviewing your current website pages, blog posts, and ad campaigns to see where these keywords appear — and where they’re missing. Even small updates to your titles, headings, and meta descriptions can make a big difference in visibility.
Keep in mind that SEO and PPC are strongest when they work together. Use this list to guide your organic content strategy and your paid search targeting, ensuring you reach homeowners across every stage of the buying journey.
If you’re not sure how your company ranks for these terms, Digital Division can help. Our team specializes in digital marketing for foundation and waterproofing companies and can provide a custom keyword audit to show where you stand — and how to climb higher in search results.