Tag Archives: Content Marketing

What We Actually Do vs. What Clients Think We Should Do

“Son, can you SEO my website?”

This is a request from a prospective client looking to rank #1 on Google.

This anecdote is not in poor taste or an attempt to disparage future clients.

It is to showcase that what clients think we should do is not what we actually do.

And here’s why:

Google Grades a Myriad of Factors

No single SEO technique will cause a website to dominate search results or Google Maps. Instead, Google grades websites and listings on a variety of factors in combination. We are talking about hundreds of different variables. Think of the highest-ranking websites as those that have the highest total grade. A company excelling in one area will not compete with one that has divided resources into a wide range of different areas including content, design, and reputation.

Content

Sometimes inquiries will ask for content only. While many in the industry have peddled the saying “content is King” they are all lying. Don’t get us wrong, content is very important, but it is only engaged in correlation with other factors. Try writing a page of content about your service on a free blog. Wait 6 months and let us know if it optimizes. We’ll save you the trouble, it won’t. Not because the content wasn’t well-written or because you failed to use keywords in your H₁ but because Google and its users could not care less about the page that it is written on.

Design

Have you ever seen a visually appealing website buried on page 10? Probably not, but only because nobody ever looks on page 10. The truth is that plenty of great-looking websites don’t rank well on Google. Design is not always about the front-end (i.e. display) but even sites that are properly coded and look great don’t automatically rank on page 1. Having a great design without a content marketing strategy or a Google My Business listing and the embedded map will ultimately fail to make a difference. Design is extremely valuable as one piece to a bigger puzzle.

Reputation

The businesses that have 500 5-star reviews will always rank #1 on Maps, right? Wrong. See for yourself, there are many contractors with great reviews that are not appearing on the Local 3 Pack. This is because they don’t grade well in other aspects of their online presence. One common reason why Maps rankings fail to place where their reviews would suggest is the lack of relevant content on their website. To show up on Maps for specific services, they must be mentioned on your website. When Google spiders pages, they associate topics with listings.

Investing in Full-Service SEO

We understand why contractors would look to cut costs anywhere possible. If there was a single way to get to the top of Google search, everyone would be doing it. The reality however is that SEO for contractors is full service. To rank for relevant keywords you need a custom website that is optimized for search and associated with an optimized Maps listing. There is no other way around it. Part of optimization includes in-depth content that meets or exceeds Google’s quality standards as well as back-end codebase on websites including schema markup to help Google parcel your site’s data. Contractor Webmasters is a full digital marketing agency that offers the following:

  • Content
  • Design
  • Local Mapping
  • PPC
  • Reviews Management
  • Social Media Ads
  • SEO
Posted: | Updated: May 28, 2021 | Categories: Episode

Top 10 Marketing Ideas for Contractors

How many articles can you read about marketing for contractors before you get sick and tired of them? In today’s podcast, we are going to discuss the top 10 marketing ideas for contractors as defined by experts in the industry. There’s plenty of misinformation out there about how to improve search rankings in 2019. Sometimes hearing from people who have been successfully applying these methods to countless contractors like yourself is the anecdote for the perpetual distribution of nonsense. Contractor Webmasters has hundreds of clients on board who enjoy the following marketing fundamentals:

1) Optimize for Search

Your contractor service must be represented by a custom website that is optimized for search. SEO for contractors is the most efficient and affordable way to generate leads, but it only reaches its potential with a custom design. Template websites are a disservice to SEO and will hinder your efforts to secure rankings for relevant keyword terms in your service location. SEO is worth every penny. Our websites include 100 schema markup points that help Google parcel your data and index it.

2) Create Great Content

Nobody wants to read through boring blocks of text, especially if they are grammatically incorrect, off-topic, and lack a satisfaction of the user’s search intent. The reader of your content came to your website for a reason. It is your job through content creation to make sure that reason is justified through their on-site experience. Do they have a question? Do they need a piece of information? If so, your content must clearly and conveniently showcase that to them.

3) Get On The Map

Getting your Google Maps listing to show up for relevant keyword terms requires full optimization of your Google My Business profile, company website, and the integration of them as a singular representation of your company. While a search of your brand name will prompt Google to display your Maps listing regardless, showing up for keyword terms that people search for organically requires a deep content structure on your website explaining services.

4) Advertise on Facebook

Targeting a referral group on Facebook narrows your audience and increases conversion probability. Facebook ads can be displayed to people based on demographics that are highly relevant to your business strategy.  For example, someone who is listed as a “homeowner” is more likely to need contractor services than someone living in an apartment complex. These kinds of pinpoint marketing tactics can limit spending while increasing ROI. 

5) Design a Custom Website

Template websites are becoming a problem online. Too many contractors use run-of-the-mill templates to showcase their services. These templates are not optimal for SEO and their coding structure leaves something to be desired. Custom WordPress websites can have full and in-depth schema markup while also optimizing for site speed, particularly on mobile. The code is custom and original and stands out to Google crawler bots among the sea of monotony that competitors utilize.

6) Pay Per Click

Google Ads (formerly Google AdWords) is one of the fastest ways to earn clicks online. Earn might be the wrong word actually, although well-designed ads to get credit over ones that lack execution. But for the most part, PPC clicks are paid for and therefore are not earned organically. PPC campaigns when managed properly can yield serious ROI but can also be a net negative when handled by a novice. PPC also lacks the sustainability of SEO.

7) Remarket and Retarget

Facebook is not only good for traditional advertising but also for remarketing. When someone visits your website their browser stores what is known as a “cookie.” Facebook can then track this cookie and advertise to users as they browse the social network. This narrows your audience once again to people who’ve already demonstrated interest in your services by previously visiting one or more of your published web pages.

8) Target Low Volume Keywords

Many contractors fall into the trap of only going for primary keyword terms through web pages. The truth is, contractors, especially those who are newer, should target low-volume keywords. These keywords are lower in search volume but have a greater chance of ranking higher, faster. For example, hose bib replacement is not something most people will search for. But enough will that having a top 5 ranking webpage for it can convert.

9) Keep Going, Keep Working

This might sound like a cliché, but it is actually quite literal when it comes to website work. Ongoing work on a website is what prompts Google to continue to crawl it and index its pages as they are updated. By displaying the most up-to-date pages, you can overtake competitors who have become stagnant. Google has always loved ongoing work, which is why contractors should too. Signaling to search engines that you continue to work is great for SEO.

10) Generate Reviews (The Ethical Way)

Contractors need reviews to turn visitors into leads and oftentimes to get the visitor to begin with. Local Maps results are often contingent upon the quality and quantity of business reviews. You can generate reviews ethically by installing the Righteous Reviews widget (included with Contractor Webmasters SEO package) which makes the review process more convenient for customers by having them directly on your website. They are dispersed to Google and Yelp and also send text reminders to customers.

Posted: | Updated: May 28, 2021 | Categories: Episode

Why Every Contractor Should Produce Video and/or Podcast Their Own Content

People consume information differently in 2022 compared to the last decade. Everything from Netflix to Apple podcasts is hosted on an online server and can be accessed via Wi-Fi. Contractors might not think of themselves as video marketers but they no longer have a choice.

Video and podcasts have become two perfect mediums for contractors to distribute original content. Platforms like YouTube and Apple allow for any type of contractor to create a brand voice and one that will more personally connect them with their current and future customers.

Building a brand online is easier than it has ever been because of the sheer amounts of distribution channels. From a traditional website to a Google Business Profile, the possible outlets to reach consumers is wide-ranging. We can’t forget about social media platforms like Facebook and Instagram, nor business directories like Angie’s List and HomeAdvisor

Two of the most undervalued mediums are video and podcasts. Both are growing rapidly in popularity and are now generally considered the go-to source of information for modern internet users. Let’s break them down:

Video Content

YouTube is not a new phenomenon, in fact, over 5 million videos have been watched since its original launch in 2003. What’s different about YouTube today is that it can be more easily leveraged as a go-to platform to distribute original brand content. As a contractor, you might think your material is too boring for YouTube. After all, it seems like a bunch of teenagers arguing about pop culture.

But the reality is that YouTube is watched by all kinds of demographics. And since Google owns YouTube, video results from YT are displayed directly within certain SERPs, depending on the query. Furthermore, a presence on YouTube is not unlike the one that exists on other social media channels like Facebook, Instagram, and even Twitter. Contractors should ask themselves these questions when considering video content:

What Kinds of Videos Should Contractors Make?

Contractors should make videos of their employees on the job, as well as profiles on certain team members and personal messages to customers.

How Can I Rank My Video on Google?

Upload your video to an official and branded YouTube channel and then embed the code within the HTML of a relevant page on your website

What Will Videos Do for My Brand

They will help increase conversion rates by connecting with users on a more personal level. This is true both on your website and on a channel like YouTube.

Podcast Content

Podcasts have not been popular quite as long as videos, but their ascendance into the mainstream has put multiple industries on notice. People listen to podcasts on their way to and from work, and even sometimes while they are working. Podcasts are available on an abundance of popular channels, including Apple and Spotify, most notably.

Like with video, contractors often have difficulty seeing themselves as worthy of podcast content. The reality is that there is a market for everything online. Not only that but establishing a podcast helps build your brand and sends signals to Google that your company is serious about consumer outreach. This can be reflected in your overall search visibility, especially as it pertains to higher rankings.

One thing about podcast creation is that is surprisingly simple. All you really need is a decent-quality microphone that you can find on Amazon or at your local electronics store. Most of these microphones can be plugged directly into a computer tower in the USB port. From there, you can record the audio on any number of software options, including free ones like Audacity.

Podcasts also require some degree of editing in case the microphone levels are inaudible or one of the hosts accidentally uses an expletive. Remember, as a contractor you are likely going to want to keep your show family-friendly, although pushing the envelope is not something that is out of the question if you are adamant about branding yourself. Contractors should ask themselves the following questions about podcasting:

What is a Podcast?

A collection of audio recordings distributed as episodes through Apple, Spotify, and elsewhere

What Should Contractors Talk About?

Talk about your jobs, the industry, the geographical area, equipment and suppliers

How Many Podcasts Episodes Do Contractors Need?

That depends. Usually one per week is enough to keep your podcast feed active.

Collective Impact on SEO

Videos and podcasts have a nice collective influence over SEO. When Google parcels what we call rich media (videos, podcasts, etc.) they reassess the valuation of a web presence. In the case of contractors, establishing high-quality videos and, or a high-quality podcast, can quickly separate you from competitors within your niche and location.

Since not as many contractors are focused on this kind of content creation, an existing marketing inefficiency is available for the taking. When aligned with a larger SEO strategy for contractors, the combination of these two media types can push a low-ranking contractor to the top page of Google results.

Video and audio content are not only limited to their native platforms. In other words, videos are not confined to YouTube, nor are podcasts to Apple. All of these media types can be syndicated across various platforms and even, in some cases, re-uploaded as separate files. An example of the former example would be embedding YouTube code within the HTML of your company website.

This way, it is not only available on YouTube, but on your website as well. A podcast example would be an episode that is streamed on your RSS feed and distributed to Apple, Spotify and more. The latter example involving a separate file would deal with an additional video file being uploaded to a different web platform like Vimeo or perhaps even Facebook’s native video upload.

Posted: | Updated: Jan 20, 2022 | Categories: Podcast