We talk about the key things to dig into if your making sure your agency, or an SEO agency you're considering is legit.
Cole and Bea join for a candid conversation on things we've learned about leadership so far, how the team is growing and give a little window into our thought processes about growth.
I chat about the types of marketing you SHOULD be doing – on marketing. Many of which you can do yourself, without hiring a roofing marketing agency.
Tim shares some roofing scams every roofing company should avoid.
(w/ Dmitry Lipinskiy of Roofing Insights) We chat about Guaranteed Leads stories and why it's better to build your brand.
SEO isn't the only marketing we love! Even though search is what we handle, we do all kinds of marketing for ourselves and you should to. Here are some amazing local marketing methods you should experiment with.
We break down the pro's and con's of Aerial vs. Onsite Estimation tools with Mark Bloom from Hover. HOVER transforms smartphone photos of any property into an accurate, interactive 3D model. Contractors and insurance carriers use us to drive efficiencies, reduce costs, and min closing and/or cycle times
Why Contractors Should Be on Linkedin & How to Win There (w/ Jarrett Thomas of iPullRank & Lee Gaul)
The Linkedin in Algorithm is favorable for folks that want to post about their business – vs. Facebook. Consider joining and checking out what kinds of audiences you can connect with on there. 5% or less of people post – so visibility is a lot easier! We share some tips for getting higher in the Linkedin Algorithm, and connecting with folks.
We talked about whether contractors should be on Linkedin, what kind of content to publish, and getting more engagement there.
Tommy Stanek and I chat about roofing and remodeling sales systems, how COVID-19 is affecting contractors (he's in Madison, Wisconsin) and how to help your team have a great mindset.
Jarrett Thomas of https://ipullrank.com/ and Lee Gaul talk through the May Google Algorithm update, and what might happen in search if / when COVID-19 starts winding down.
HomeAdvisor selling you trash leads? Houzz or Yelp trying to get you to spend thousands? Stop! Don't spend unless you know the clear path to ROI.
Bea and I discuss surges in the home improvement market. In sales, events/video, and the pent up demand after the initial lockdowns start to subside.
According to SparkToro – SEO’s might use SparkToro’s data to “SparkToro can help you find exactly those sources that reach the link-likely, amplification-primed groups you need to grow visibility, rankings, and traffic.” + We talk Finding homeowners on Facebook ads in 2020
These are some really simple things but they are absolutely essential to making sure that you don’t totally ruin your website's rankings when doing a redesign.
If you have some people working remotely – it's important to maintain culture. Here's how we're doing it! Some interesting suggestions in here?
✓ Innovations in the Medical Industry ✓ Food Service Companies ✓ Fashion and Clothing Industry ✓ Remote Working and Thriving ✓ Leasing and Realty ✓ How to Market and Other Takeaways ✓ Stay positive!
The CARES act just opened up a ridiculous amount of working capital for small businesses during this global pandemic. More about these forgivable loans - here: https://hookagency.com/cares-act-ppp/
✓ What is Branding? ✓ What does Branding do for you? ✓ When is the right time to do a logo refresh? ✓ Things that help a company thrive in a downturn ✓ Brand ✓ Reputation ✓ Specialty
✓ Look for the opportunities amidst Covid. ✓ Once you see new surges, push into them. ✓ Use the Word “You” ✓ Capitalize on FOMO ✓ Use Bulleted or Numbered Lists ✓ Support your calls to action with a little explainer text “this is what you can expect next.” ✓ What happens when I submit a contact form? ✓ Go ‘benefit driven’ rather than ‘feature driven’ with it. ✓ Scarcity ✓ Authority ✓ The principle of “Liking” / Writing conversationally - Humor/humanity ✓ Cut out the fluff and be concise ✓Be the challenger. ✓ Write it out with 300 words and then figure out how to say it in 30. ✓ Write to ONE representative ideal prospect.
Get The Most Out of Your Construction Business Management Systems (w/ Co-Constructs Spencer Padgett)
✓ Companies aren’t getting the MOST out of their software … which can cause a lot of PAIN… ✓ How should construction companies be using their business management systems for SALES? ✓ How should construction companies be using their business management systems for FINANCIALS? ✓ How should construction companies be using their business management systems for OPERATIONS? ✓ How can a construction business management system become a system of record in case of a lawsuit? Other considerations: ✓ Is it modifiable - in an obvious way? ✓ How easy is to communicate? — ✓ Jimmy Rigged vs. Wholistic systems
✓ What should we learn from landing page tools like Clickfunnels, LeadPages, Unbounce strengths? ✓ Why I don’t suggest building your business ON clickfunnels ✓ Why some businesses get confused about Hubspot and Salesforce ✓ When it’s useful to use hubspot / salesforce ✓ Why it bothers me so bad that these software companies convince people to waste so much of their marketing budget on them.
✓ How is consumer behavior changed? ✓ Businesses haven’t adapted ✓ What is the the best phone etiquette for service providers? ✓ What is the text etiquette? ✓ How do people get better at qualifying leads? ✓ How does Verse.io help companies keep up and close the gap?
✓ Simplify the fields - get down to nuts and bolts (you can follow up w a questionnaire) ✓ Fields should match the expected size of the answer ✓ Button should Fit it to the current design - but pop out ✓ Skip the phone number or make it obviously optional ✓ Social proof - where, who, what ✓ Explain what happens next - make a promise ✓ Don’t be picky - validation should be looooose ✓ Convey the value... your jobs not over when they get to the contact form ✓ Indicate required fields ✓ Trust, trust, trust ✓ Clean it up on mobile ✓ Use ‘send message’ or something more personal, the word submit has bad connotations and it actually matters ✓ Make the headline benefit driven - or more personal
✓ What are some of the biggest problems you’ve seen with owners trying to motivate people. ✓ How do dig up and solve problems without having a complete breakdown? ✓ What are the things you see the most effective construction owners to snag ideal team players? ✓ How can keep your best people from leaving? ✓ What are some dynamics that lead to the most effective teams you’ve seen? Check out Todd's podcast - the Construction Leading Edge Podcast
✓ Add a Photo ✓ Make the photo file name-like-this.jpg with the keyword phrase in it. ✓ Add alt text on that photo, and other photos on that page ✓ Add keyword to sub-headings ✓ Add “People also ask?” Type words to subheadings ✓ Look at “LSI Keywords” and add a few paragraphs to give context on ‘shoulder topics’ ✓ Add text from other things something is ranking for in Search Console ✓ If you have a ton of autonomy: Can you help better fulfill the user intent? - Write it out, add photos and video ✓ Re-structure the images and text to just look natural and engaging. ✓ Link internally to other related, link to it from other pages ✓ Link externally to authoritative sources (1 or 2) ✓ Reshaping the theme of the post (making it into a listicle / organizing it better) ✓ Tweak the Meta Title to front load the keyword ✓ Front load the keyword in the meta description sometimes too so it gets bolded. ✓ Keyword phrase in first and last paragraph, + bold a sentence with it in there
✔ Balance - Your website should not feel heavily weighted, it should feel even. This doesn’t happen when you have a heavy dark sidebar for instance, and nothing on the left side to offset. ✔ Repetition - The same types of elements repeated throughout the space take less mental energy from a prospect. You don’t want people going to different pages and experience a Jarring disconnect (the homepage looks great, but all the interior pages look like they’re from 1999. We EXPECT people to come in on other pages beside the home page, things like testimonials, call to actions, and other trust factors can be repeated around the site in a way that increases trust. ✔ Contrast - When there’s sharpness in images, brighter colors, and stronger difference between foreground and background your website benefits from “Contrast.” The most common problem I see is when people try to put an overlay over an image, but its not dark enough, they overlay text and it’s barely readable. Go dark, dark on backgrounds, or go light but don’t go in between if you’re going to overlay text. We’ve been getting around this by using organic shapes to cutout images, - just overlaying less text in general. Modern. 2020 design with white space. ✔ Dominance - A large element that draws you in, followed by clearly smaller elements – this drives engagement. Rather than having elements all be the same size which can be monotonous. ✔ Hierarchy - What is the eye drawn to first? Then what… then what. The clearer and more obvious the hierarchy, the more likely someone will be drawn in. No hierarchy = all the text is the same size, all the images are the same size, all the services are just as important on the page. Instead drive interest with - A beautiful smile, a bright headline, the company logo, and a contrasting color call to action button for instance may be best as your top items in the hierarchy. Two services that stand above the rest – one call to action prominent at the end of the page.
✓ Find a topic you want your website and brand to be associated with in peoples minds and the algorithm ✓ Find something you want your team / or yourself to learn more deeply about, and speak to more confidently ✓ Create a large piece of content - known as a hub post - by osmosis other pieces on this topic will rank better as well, in including landing pages ✓ What would you do if Google didn’t exist, how would you promote this piece? Videos, social posts, or influencers? Do those things ✓ When you outline - do keyword research along the way and make sure every chapter has a keyword focus ✓ Add illustrations or other imagery to brand the piece of content ✓ Whatever “hard work” looks like to you, this kind of content ideally takes 10x longer than regularly content. ✓ Find ways to bake promotion right into the guide ✓ Use storybrand brandscript to outline the piece and focus on the ideal customer (of the content) the whole time ✓ Don’t waste the piece by pitching hard - the end result we want is good will and links ✓ Use a symbolic story for the chapters of you want ✓ Create interest by studying persuasion and ways to make articles interesting - like the mystery formula ✓ Make sure these pieces line up with your long term vision for how you want to help people so you’re intrinsically motivated to make something to epic ✓ Have fun!
✓ Identify the ones they have with Semrush or Ahrefs ✓ Use the format they have - list, 40-60 word paragraph, table, ✓ Match the structure, use “inspect element” in the browser to see if they are using any special formatting or schema markup ✓ Add in synonyms and bold the keyword phrase ✓ Ask the question with and h2 or and h3, and answer it underneath with 40-60 words ✓ Use authoritative / confident language ✓ Cite credible websites in your content ✓ Look at the “people also ask box” and answer those questions in your content as well. ✓ Pay special attention to the space directly after the content that you want to get featured. Add images there that relate to your table, list, or paragraph.
✓GMB checklist ✓At least 5 reviews and respond to every single one ✓Information consistency ✓Make sure everything is visible ✓Schema to feature events in serps ✓Make your site mobile friendly ✓Geographic anchor text ✓City Landing pages
I run through each with an example – based on the topic 'kitchen remodeling' - but you can try it for yourself on whatever topic you'd like! ✓ Suggested Searches in drop down when searching on Google ✓ People Also Ask Boxes on Google ✓ Quora - search the topic ✓ Answer The Public - https://answerthepublic.com ✓ SEMRush ✓ Ahrefs.com and pop in a competitor into site explorer / the first result after searching a hunch ✓ Google Keyword Planner - Add the topic + the site