The 2021 SEO Formula For Kitchen Remodeling Websites

Hey, guys, it’s Mike Goldstein with Kitchen Remodeling SEO. And we’re here today on our webinar talking about local SEO and the new formula that’s being used in 2021. I’m so sorry. I’m really glad that you know everybody’s here, because we’re going to be we’re going to talk about kind of digital marketing overall. First, and that is that we’re talking about what do we do to optimize a website and to get it found to get listed on Google. And then to get leads, we take an all encompassing approach. So that means that we start with a website, we make sure it’s built to convert, then you optimize that site, make sure that it’s going to come up on Google, we do things on the website, we do things off the website, and we’re going to talk about some of those today. Then there’s other things that you can do to increase your search visibility, such as paying for ads on Google, or paying to create more brand awareness through Facebook, you can retarget people who’ve already come to your website with those paid ads, you can use online directories, like house like Yelp, like Angie’s List, you know, we can do all kinds of video production and put things out on YouTube, Instagram, Facebook, you know, there’s then there’s all sorts of map optimizations specifically that we can do. So that you’re found in GPS systems, there is all sorts of press release, and link building and all that. So you know, as you can see, there’s a whole lot that goes into promoting a website through digital marketing. In this webinar that what we’re gonna do is we’re really going to focus specifically on local SEO, and what you need to do to get your kitchen remodeling or your home improvement or your basement remodeling company found in the local three pack found in GMB and found in the organic listings. So before we start, just a couple things, you know, please turn all your cell phones off, guys, please turn off any social media that you have, turn off your Facebook, you know, if you are a home service business owner, if you’re a kitchen remodeler, if your electrician, a plumber, whatnot, the next 45 minutes or so can really be enlightening for you, you can learn some techniques and tips and strategies that you will be able to use in your business, you know, on your own, you know, that you can take and you can increase your online visibility, you can increase the amount of towns and the different places that you will come up in Google Maps. And you will be able to generate more calls more leads, and also position yourself, you know, with the target market that you want, so that you’re not going to be in a situation where you’re just getting tire kickers, but you want to get qualified leads.
So what we’re going to cover today is basically one of the latest updates with the Google algorithm. Now, I should preface this by you know, saying today, you know, we get sorry, somebody is just you know, commenting on the fact that, you know, they heard about site speed. And we’ll talk about that in a second. So like I said, Today is May 8 2021. Google is expecting to come out with a very significant algorithm update in the middle of June 2021. So we’re definitely going to touch on that. And that is it has a lot to do with site speed and with user engagement. We’re going to talk about things that you might have put in place in the past that did work then but they’re not going to work now and you could actually even penalize you. If you if you do things like using article directories and or using cloaking techniques, things like that, that talk about how to optimize your website. By using this new SEO formula for 2021 and beyond, and of course, you know, we keep in mind that Google is a living, breathing, organization. And it’s, you know, it’s something that changes on a very frequent basis. So this is why, you know, we choose to put these webinars out there, because we do stay on top of it. And I know, you know, some of you guys who are, you know, you’re busy running your companies, you’re busy, you know, running pipes, you’re busy, you know, putting in counters and cabinets, you’re, you’re busy with the plumbing work, whatever it may be, you don’t have time to read every Google patent, you don’t have time to read every, you know, rumor that comes out and figure it out, you know, and test it and figure out if it works. So that’s what we’re trying to do for you today is we’re just giving you, you know, what we have actually tested what we have seen that is actually working, what’s not working as well, why it’s not working and what you need to do to really stay with it. You know, what the current trends in the times? So the big question, is this, does SEO still matter? You know, a lot of people saying, Yeah, but you know, what, everybody’s just on their phone, and it’s all about proximity. If I’m close to a place, it’s gonna come up, that’s not really true. A lot of people saying, Yeah, but I can just pay, you know, Google ads, you absolutely can just pay for Google ads, you absolutely can can pay for YouTube ads, and for Facebook ads, and you can laser target, with Facebook ads to people, not only in geographic area, and in an age demographic, but you can target to behavioral patterns to interest when somebody is likely to click on an ad or something like that. I fill out all that. Yeah, you can do it. But does this. But is it the same as SEO, it’s not, you know, SEO matters because it’s sustainable. But let’s take a look at you know, what a standard search result page looks like. So you can see on the screen, the page that we have here, it shows you have these local service ads, that people I mean, they’re literally paying per lead, no doubt that there is a place for that is definitely part of search. And quite frankly, you know, in our market in our agency, we use Google Ads pretty heavily. And we find that they’re very, they’re very effective. But the thing with Google Ads is you are paying to play it is not sustainable. And the minute you stop paying 15 $100, a month, $1,000 a month, whatever it might be, that you’re paying in ad spend, you completely dropped off the map. Now speaking of maps, that is the next piece, and that is the most important, we’re going to talk about why in a bit. But just just quick highlight is, you know, more people look at the maps, and they look at the local three pack than anywhere else on this page. Then under the maps, we have our organic listings, and those are the sustainable listings that you want, you want to get in that top three, top four position, because one, you know, once people go beyond that, you see a massive drop in engagement, a massive drop in CTR in the click through rate. So why is it so important to be either in the organic or in the map pack 71% of clicks on, you know, fitting the home service industry go to either the top three organic, or the top three on the map pack? segments? 29% of people never go below these two. Now that doesn’t take into account the people who are using Google ads. And I can tell you it’s not a huge portion. Who uses that, but it’s a volume game, right? You know, if you show your ad to, you know, 10,000 people, and if you get, you know, if you get 3% less people, well, now you go hunt, you still got 300 people,
right? So, yes, SEO still matters, and it matters quite a bit 71% impacts. So let’s take a look. Now talk about the local three pack. So in order to get in the local three pack, you first have to have a Google My Business Page. Right? So Google, my business is basically what the information that populates on that map. Now, this is an actual screenshot from one of our clients campaigns last month, and it shows you know, they were called the very front they’re in the kitchen remodeling space there in a very heavy competitive area in the southeast United States. That this is showing you that they were almost 7000 searches where their GMB their map listing where their direct organic listing came up. Now, of those you can see they actually came up almost 1000 times on Nmap searches over a 90 day period, and they came up over 6000 times and search. It shows that because between search and between, excuse me just from GMB so not including the organic listings but just in listing on GMB, their website was clicked 180 times they got 20 people to actually pick up a phone call Now the 10 requests so they’re short. So you can see the power that GMB has the power the Google My Business and local SEO hats. So yes, SEO still matters. You can’t rely on local service ads, you can’t rely on Google ads. And you can’t really you just can’t rely on Pay Per Click alone. Pay Per Click is a wonderful program. We promoted heavily, but it’s not enough in of itself. We, you know, you need to really utilize the sustainable organic GMB, it’s kind of like, do you want to own a home? Or do you want to rent a home, you know, SEO is buying the home, you own it, you’re building equity, renting, now I can have that beautiful penthouse in Manhattan, but I better be prepared to pay. And every month I better pay. And if I stopped paying, I’m going to get evicted. If I stopped with my Google ads, I get kicked off the index. So let’s talk a little bit about some of the challenges that that you face. And if you want more information on challenges, certainly go over to our website, by the way at Kitchen Remodeling, SEO calm. And we actually have quite a few articles on challenges the kitchen remodeling contractor states in digital marketing. But essentially, the first one is that you can’t get away with duplicate content. Now, there is a misconception out there that there is a penalty. If you put Google content, Google will penalize you. That’s not true. Never has been quite frankly, it was a horrible rumor, login, believe it. But what it really is that the reality is that Google is only going to index one page with that content. So you need to make sure that your page is the one, if you’re putting the content out there, that gets the authority on it and Google is you have the original source. The other problem that you could have is, it is conceivable that multiple pages could get indexed. And if that’s the case, then the SEO power to the page is going to get diluted and split. But generally, you just won’t get ranked at all for duplicate content page. Now low quality links, pointing to your website, they can absolutely hurt you. Again, going back to what we used to do. You know, when I started in SEO back in the late 90s, early 2000s, we used to get as many links as possible. That was the game, build links, build links, that’s all that matters. So you go out to an article director, you’d put an article out there and get it picked up by five 600, other low quality publishers, they throw it on their site, there’s a link back to you. If you do that, now, you’re going to get penalized.
You need a real physical address. And so talking about Google Google Maps and talking about the the GMB, it really is important that you that you do have a physical address, if you don’t have an actual address, it’s very hard to get ranked in the in the local three pack. Now, that’s not to say that you can’t do you know, General SEO, you can’t do organic, sustainable SEO, you absolutely can without a physical address. But for local SEO, it’s really important. And then this is I can’t emphasize this enough. And I’m afraid to say this 10 times today, site speed matters. All right, what that means is that in the new Google algorithm that’s coming out and Google has been warning about us for over a year, your website doesn’t load in under two and a half seconds, you’re going to get penalized, and you’re not going to rank well. It is a user experience issue. Users who don’t who go to a website, it doesn’t load fast, they click off. And if at best, the wait for the page to load, they’ll read what’s on the page, but they’re not gonna start going on the pages because it’s just not worth it to them. And then you deal with bounce rate issues. And we’ll talk about bounce rate in a bit. But essentially, what a bounce rate is, is someone who comes to one page only from your site and leaves doesn’t go to other sites. So that that’s a real issue. So let’s talk a little bit more detail. So why is duplicate content not working? Well, the panda algorithm that came out a few years ago, really hit a lot of people hard who who were using these article directories and things like that. And they were just trying to, you know, put pull content from other sites into theirs to make it look like they were you know, they actually know what they’re talking about. They have lots of content. The fact of the matter is, it doesn’t work. You know, most Kitchen Remodeling companies, you know, they’ll be they’ll serve within what, 2550 miles at the most. So there’s lots of little towns, little, you know, little cities within your geographic area. And you don’t want to just write some content for one page, and then switch out and so let’s say we’re in the Boston, Massachusetts area, and we look at some of the towns near Boston, we have Cambridge, we have Chelsea give Somerville, we have Austin we have Brighton we have Brooklyn, I could go on. So there’s a whole lot of, you know, smaller towns around Boston, we don’t write a page for Boston Kitchen Remodeling and then go and create a new page for Cambridge Kitchen Remodeling that just basically takes that same page walks out the word Boston for Cambridge, you need to write unique content for each page, ideally 500 words or so legs, it used to be commonplace to set these city pages up and just just swap out an image, swap out a name, don’t do it. Now, the other thing is a lot of people set up on micro sites. So what a micro site is, is like a two or three page website. So what you might do is you might buy Boston Kitchen Remodeling, calm, and then you buy Cambridge Kitchen Remodeling, calm, and you take the same site, and you put it on both. And you just swap out the name Boston Cambridge everywhere. Same problem, even if it’s not, if it’s not the same URL doesn’t matter. Don’t use duplicate content, only one page is going to get ranked, so you’re just wasting your time, quite frankly. Alright, so let’s talk about irrelevant low quality links. I guess it used to be all about links, article directories, just you know, going on to every every search every director you could find.
And getting like, it’s not going to work, penguin came out. And I cannot tell you how many people went out of business because of penguin, penguin was an algorithm update that looked for these very low quality links, and websites start to get d indexed. And all of their marketing just went out the door because there were people who were doing just SEO. So just like I say, pay per click alone won’t do it, SEO on its own generally is not going to do it either, frankly. And that happened to a lot of companies back then. So if you’re going to have reviews, on your on your link profile, you want to find, you know, you want to find all the bad links, and get rid of those you want to find you know, the negative reviews that respond to that. Um, so one of the things that you can actually do is you can use a tool called sem rush. So if you go to sem rush comm, you can purchase you can purchase their their tool, I think it’s like 100 bucks a month. And what that does is you can actually use it, to find what we call toxic links, you can do a search on the web for everyone who links to your site, then when you find all of it. And when you find all of the sites that are low quality, or they’re really using some bad techniques, and you know, that can hurt you and certainly hurt them, you can then create a special test file that you can upload to your Google Search Console, presuming that you have instituted your Google Analytics and all that. And you can ask Google to disavow to essentially ignore any links that are on that document, um, usually takes about 48 to 72 hours for Google to accept it and then they’ll they’ll start to disavow those links. And you will see very quickly that even though your backlink profile will decrease, the quality of links will increase and you will see a ranking improvement pretty quickly. And then we certainly want to you know, you want to make sure that you have a lot of links that are different, right. So if every link you have says click here for a design consultation, and that’s the only glimpse that you have across the web, you know, it makes it seem like you’re spamming the web. So you want to have some links, which should be followed some should be do not follow some you know, you want to change up your anchor text, you some links could be images, some links could be on you know, video, it’s you know, someone’s could be, you know, a click here where others are, you know, a longer longtail term. So you just want to kind of diversify that. Now, talking about a real address, a lot of people that work out of their homes, okay, that’s fine. But Google had a huge algorithm update called pigeon, where it was looking for people who were not putting their address on their website. And they were not putting their address in their Google My Business profile. And they took a huge ranking hit. And quite frankly, it is nearly impossible to show up in Google Maps in the local three pack, if you don’t have some sort of address, that address could be your home, that address could be a religious center, or one of the shared office spaces, not ups stores, not peal boxes, actual share office spaces. But the thing that you can do is you don’t have to make it public. On your Google My Business, if you can, you can select a service area business. And then your map will just show kind of like a circle around the area. So but the primary address in you know, local listings, it’s really important that at least it’s out there, you know, on your website, even if you don’t put the address directly on your site. Well, you should. You can you can embed your Google My Business map into your site, which will have the the service here, you can put in your XML local schema. The year the individual that’s on the Google will see in the schema but the user will not see unless they really dig into the code. So like I said, using fake addresses, that’s problem two, you know, don’t don’t create addresses that are your friends homes, get the postcard and then think that you can rank them because it’s just not going to happen. And Google can pick that stuff up, it’s pretty easy to determine ups stores, mailbox, etc, virtual offices, Google, again, they know what I can tell you that we had a client a few months back was using a virtual office, who will figure it out. And they actually their Google, my business listing was actually suspended because of it. And we had to show that even though it was a virtual office, there is an actual office space that that the client does have the right to go in and use and there is a conference room, they can they read from when they need to have meetings, and we were able to get it reinstated. But that, you know, that’s a battle that you don’t want to have,
you know, again, working from home, having the address hidden, you will my business profile is not the way to go rather, working from home and selecting a service area. So that business address isn’t published, but rather the service area is published. Alright, so now the fourth thing, like I said, and the big one site speed, it matters, right? If you do not rank, or excuse me, if your site does not load in 2.5 seconds, or more, that means fully interactive, not just top of the fold, but everything loads, people can use your site in under two and a half seconds, you are going to get get a penalty and you’re going to be your ranks gonna be decreased. Now mobile and desktop, also something you need to consider is a lot, there’s a lot of free plugins out there for WordPress, to to optimize your site speed. And they actually also do a pretty good job on desktop. But the thing is, they don’t do a great job on mobile, one of the things you might want to consider for mobile is implementing Google’s ANP protocol, which is their advanced mobile pages. And with WordPress, it’s almost automatic. If you just use a plugin, so I would highly recommend that because Google has said to us countless times that they are mobile first. So you want to check on, obviously, the Google PageSpeed Insights, they have their own tool, go to Google just put page insights in there. And you can use it to it’ll tell you, you know what your speed is, it’ll tell you what you can do, it might give you some suggestions, like enabling jesup, it may tell you to minimize or to minify, your JavaScript and your CSS files, it might actually even say, hey, you have some images that you’re uploading that are way too big, but you’re not serving them that big, you know, they’re only you know, maybe they’re, you know, 15, buy, buy 15 pixel, you know, headshots, and you’ve got to upload as 1500 by 1500. And it’ll be it’ll even suggest, you know, what size you should have your images. So, you know, it’s a site speeds big. I’m also just so you know, there is another site you can use out there called gt metrics COMM And VTR i x com, you can use that they will actually optimize the photos for you, it’s not nearly as good as having next gen images. But it’s definitely better than a lot of what people have to start. So what else has changed in the in the SEO world. So like, old fashioned SEO, it’s no longer effective, the massive fallen quantity link building, it doesn’t work. All the algorithms we’ve talked about, they’re just you know, they they’re making it much more user friendly, you know, so people need to have access to websites, people need to be able to use the website, they and they don’t want to be tricked with bait and switch. So the new SEO approach is really heavily focused, like I said, on user optimization.
So with that in mind, your CTR is super important moving forward. What that means is the you know, the percent of people who see your listing on a search result page, and then click on it, that’s your click through rate. And one of the places that that becomes really important, is how you control that is with your title tags, and meta description, because that’s actually what Google lists and shows people. So you want to be very upfront and Osmo with the pages, but you all you want to be very descriptive as well, so that you set the expectations. And the scrolling is also very important. When someone comes to your web page, what do they do on your page? Are they on your page for five seconds and click off and get get a bounce rate very bad? Are they actually scrolling and reading your content? You know, that is something that Google can determine. And it is something that the more someone scrolls along either on your page, the more authoritative, you know, the more relevant Google believes your page to be. And that’s where time comes in. Time on page is a huge factor. So there’s a couple things that we’d like to do to really increase that time on page. One of them is putting video on a page, because people tend to watch, even if they only watch 30 seconds of video hate, it’s still 30 more seconds that they’re on your site than watching the video. And if you use YouTube, and you embed the YouTube, now you’re using a Google property. Remember, Google owns YouTube. So if you’re, if you’re going back and forth between YouTube and your site, you’re showing, you know, so you know, some signals that Google can really pick up on. Of course, bounce rate is, you know, something really need to avoid, you want to give people reason to stay on the site. Now, number of citations and number of reviews for local SEO and local SEO only, actually is very important. So I know I just said we don’t are build a bunch of quantity of links. But we do want to have a lot of these second tier citation sites, and even primary and social sites like Facebook, like, like YouTube, like Twitter, you know about me, all have these sites like that, that can then link back to your site. But also, because now you can post content out there, we’ll talk about content marketing, you know, at another time, but you can link to those secondary sites and the secondary sites link to your site. So it’s kind of you know, so the more popular you make those secondary sites, the better your page is going to rank. But for local SEO reviews are really, really critical, both from a CTR point of view, as well as from a from an actual algorithm ranking. So the more reviews you have, the more likely you are to get found on a local three pack. Now, if you happen to be on a local three pack with just a couple reviews, people tend to look at those three listings that come on the map. And they The first thing they do is they look for those stars. Do you have a you know, a four star or higher average? And how many? How many reviews? Do you actually have no company that’s got 175, five star reviews, maybe a couple fours in there, versus a company that’s got, you know, a two star review? And that’s it, just one of them? Who do you Who would you click on? Who would you want to read more about? And of course, Page Speed matters for rank? can’t say it enough. Okay, so we want to figure out not only you know, tactically, you know, what can we do to make our page relevant? What can we do technically, to make the user experience better, but we also want to have a little bit of insight into what people are actually searching for. So we need to have keywords that are really onpoint, right, you need to know what people are looking for, you want to and you want to know how many times they’re searching. So there’s a lot of tools out there that can do that. Sem rush, which I talked about before, that’s about 100 bucks a month spy foods for 40 bucks a month. If you are running Google ads, and having an active Google Ads account, at this point, you have to have an active account, when you go into review keywords for ads, you can get estimates that way as well. So the other part of this is, you know, when you’re setting up your website, you want to make sure you’re utilizing those keywords in your title tags, in your meta description, in your h1 to h3 headers, you know, when you have a header with a keyword trying use that same keyword and other natural language that similar to that keyword on the synonyms within the content in that directly below the heading.
You also know you want to optimize your website for for these experiences with those keywords. So you don’t want to say you don’t want to just stuck keywords in right, you want the content to flow naturally. Um, so this means is don’t go and buy some offshore content piece that someone charging five bucks to write, you know, 1500 words, make sure that is written well, because people are going to read what you have to write. I mean, a lot of people come to our website, you know, and they say, well, geez, you know, your message spoke to me. That’s fantastic. That’s what we want, right? So we don’t, we don’t want to just shove a bunch of keywords in there to make Google want to want to see it. But rather, you know, what we want to do is we want to write for the user. You know, and that’s really what we’re talking about terms of optimizing your site for on page SEO. It’s just making sure the content flows, making sure you’re using the keywords in the right place. You’re using titles and headings. your site speed is proper, you know, you’re you’re using alt tags on your images, and you’re putting keywords in your alt tags and your title attributes. Now, the other thing that’s really important, though, is off site, what do we do not on our website, but on other sites. And then certainly, you know, we want to track the results. So we want to track where we’re getting those offsite links from we want to track the reviews on Facebook and traffic Reviews on Google My Business and the reviews on house. We want to track you know how many clicks we’re getting more traffic, click through rate, all of that, because there’s no way to improve. There’s no way to measure ROI if we don’t know where we started and we end There we go. So in terms of on site optimization, just to kind of summarize, we’re talking about strong content, we’re talking about using headings to break content up using images, all that leveraging YouTube, like I talked about for on page time, create some, some engaging videos, upload to YouTube, then embed that YouTube video in your site, people are going to start they’re gonna watch it, they are seeing a site longer. Certainly more content, the better as long as it is highly relevant. So if you are in kitchen remodeling, I rose recommend you have a page about kitchen design services page about actual remodeling and, and architectural changes. If a page about cabinets you have a page about countertops, the page about you know backsplashes and, and hardware and all the other sillery things. Also want to have a patriot each of your local service areas. So again, going back to our Boston example, we have a page from Boston that’s written specifically about Boston, maybe we mentioned Fenway Park in there, maybe we, you know, we mentioned the Back Bay neighborhood, you know, we maybe we want to put some specific zip codes in Hey, you know, do you live in a bubble, or whatever it might be right. unique for each city don’t know, duplicate content. And then you also want to show you geotag images. So this is one of the ways where we say, Well, I don’t have a physical address five times a week, but you know what, I do a lot of work there. So how about if I am doing Kitchen Remodeling, I take some before and after photos. I put those into a little slideshow and I geotag, the zip code and the latitude and longitude in the metadata of the image. So I can send those signals directly to GMB. Oh, by the way, how about we create a GMB post? And we upload the image directly to Google with the lat and longitude embedded directly in the image? Oh, and how about the image title has the zip code, right? So now you can see we’re taking all these local signals those geo relevant signals and sending them over a Google so they think that we’re recording for those towns, you know, unique content, and every page again, are dupes.
And then blocks, blogging is really important. And this is kind of one of those on page off page things. So the first thing we want to do is we want to make sure you always get your content indexed on your sites, and you write a blog post, get on your site, right? Make sure that Google is picking it up. Then once you do that, what you can do is you can go out to other sources and say, Hey, I have this great piece of content, would you like to post it? Or would you like to put a link to it, you know, so that your readers can see what we have or even better use it as a press release, right in first put on your site and then submitted as a press release, through, you know, major media, TV, radio station, newspapers, sites, who may want to just take that, and then they can incorporate the link. And then when they are linking, we don’t want to link directly to our website, always, sometimes it’s better to link to your Google My Business profile. Sometimes, it’s better to embedding GMB map into your press release, things like that can make a big, big difference in terms of where you rank on the local three pack. So this is a perfect example. This is one of our clients in the Savannah, Georgia area. And you can see there on the local three pack there on the maps. And one of the things that’s really important also to know this is kind of one of those misconceptions A lot of people have is I get to be number one, get me number one on the map. No, you don’t, you need to be number one, two, or three. Because 71% of people go either to the maps for the top 360 7% of people only go to the GMB to the local three pack. So what they did is they’re going to look at these three and now they’re gonna say, Okay, sit Savannah Kitchen Remodeling, they don’t have any reviews, these guys even for real. So now we only have now we only have to worry about two and three coastal bath kitchen kitchen design solutions. What do you know, and then, you know, we’re looking at a 4.3 rating versus a five, oh, kitchen design solutions looks like, you know, they do really good work. They both have, you know, mediocre amount of reviews, you know, both of these companies probably could use more reviews. So that that’s kind of how that all works. So let’s talk a little bit more detail about off page SEO, what we do outside of our website, the most important thing that you can do is you’ve got to claim you’ve got to optimize your Google My Business Page, your Google My Business profile. It’s really, really simple. You go into Google, you set it you set it up, they in the face, we mail you a postcard, you get the postcard in the mail and as a code, go back into your account, put in those six, the six digit code and you’ve claimed it’s an Nobody else can use and claim that they are you and try and spam you or try and hurt you by putting the wrong things out there. You want to get a good amount of relevant citations. So it’s a way to get a lot of citations. But it’s important to get a lot of the right kind of citations. So we don’t want to get citations from, for example, a technology based directory, if we’re selling cabinet refacing, same reason that McDonnell Tim isn’t that a local restaurant might not want to have anything on, you don’t get your modeling site. So those are really important link building press releases, Google My Business. Now, the thing about blogs is that they don’t work fantastic in themselves. So you’ve got to do more, you got to start looking at the kind of epic eat approach. What that means is expertise, authority, and trust. So the expertise part, you’ve got to show that you know what you’re talking about, use good content, don’t hire the offshore $5 content writer, get somebody who knows what they’re talking about to make sure they have a significant knowledge in the subject matter, and that they know how to write authority, you want to make sure that your site looks important to Google. So one of the best ways to do this is submitted to NBC to ABC, Fox News affiliates and get see if we can get them to send us a link back, saying that, hey, these guys are actually relevant from pretty high authorities talk to you know, people in universities, even even like a local trade school, if you can get a link from a.edu. That is the best link you can get. And then trust, of course, you know, how many how many people trust the site? How many people? You know, how many reviews do you have? That’s really, really critical. And then links, of course, do count for trust. If you’re getting links from directories, it’s really not the same as getting a link from you know, somebody’s on their personal blog.
So that, you know, like I said, there’s a lot a lot of pieces to the method. But though, but really, as long as you follow that method, as long as you’re showing expertise, as long as you’re getting authoritative links to come to you, and you’re getting people to trust you, then Google’s going to pick up on that, and you’re going to start to see an improvement in ranking. So now let’s talk about some special local SEO factors. So that, you know, like we’ve talked about Google uses a lot of different algorithms for different things. So they have different ranking factors for local SEO than they do for national for e commerce. The first one, if a local is proximity, how close are you to the actual is the searcher to your location? That’s something you just can’t control. But it is a huge factor. So keep that in mind. Relevance? Are you sending signals that you’re, you have the content that is answering the question, one of the best ways to do that is to write headings with questions. And then finally, we have prompts, how important is how many, you know, using the eat method, how many people linking to how many authoritative sources are linking to you, that is something that we can control. So you know, in summary, proximity, we have no control over relevance, we’ve got a ton of control over because we control the quality prominence, it takes a lot of work, but you can control it. So here’s an example of a piece of content that we wrote for one of our clients. And we went off to a local Fox affiliate in a small Texas town. So you can see as we actually got them to post our put our blog post on their website with a link, talking specifically about the subject matter content, and that link goes to our clients, Google My Business map listing, then we have another link in the page that goes directly to their website. So we’re now showing fox is a pretty authoritative source, right? And they’re linking to us. And these are the results that happen just in terms of the you know, our keyword rankings, we were able to get 352 different terms ranking in the top 100 of Google that weren’t ranking before. And of those that were in the top 100. We got 151 different keywords that are just we got 151 ranking point improvements mean that if we were ranking number 10, and now we’re ranking number three, that’s seven, right. So to summarize, you know, we’ve got a couple things we need to take care of. We have On page, you know, we’re talking about just basic technical SEO stuff. We have our GMB or Google My Business, we’ve got to make sure we claim it, we’ve got to make sure we optimize it, make sure that we get citations to it. Maybe you might want to think about using some of the data aggregators, there are some There are also some services out there like yaks like bright local, that can help you get can help you get that for a fee. Now be careful with yaks. Because he acts as soon as you stop paying them, all of your citations disappear. Now there’s ongoing content development. Keep keeping content coming new fresh content, in terms of blog posts and geo articles. And then signals want to leverage the signals from that new content by sending them off to PR distribution networks or contacting local bloggers are contacting influencers and seeing if we can get them to link to us or live every Monday we’ll link that to our GMB to our Google My Business listing, embed your GMB map in all your content, it’s sending those local signals. So kind of In summary, we want to like I said, with our website, write it to convert, make sure you’re using your keywords, make sure you’re putting geo modifiers in those keywords, get those town names and get those zip codes and get them in the title tags in the meta tags in the headings. unique content, no duplicates, don’t write one page and then just tweak it you want to write a unique Patriot, everything that you want to rank for. You want to incorporate multimedia, best you can especially YouTube video. Alright, so one of the key takeaways that you had from it.

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