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Remote Work Revolution: Drive Sustainable Growth with Virtual Teams written by Tosin Jerugba learn extra at Duct Tape Marketing

 The Duct Tape Advertising Podcast with John Jantsch On this episode of the Duct Tape Advertising Podcast, I interviewed Scott Cox. Scott brings a wealth of expertise within the ever-evolving world of gross sales and advertising, with a profession spanning over a decade. Scott is finest recognized for founding Social Attain in 2017, which is […]

The Ultimate Ranking Recipe: Content, Links & The Power of Persuasion written by John Jantsch learn extra at Duct Tape Marketing

The Duct Tape Advertising Podcast with John Jantsch

On this episode of the Duct Tape Advertising Podcast, I interviewed Tim Brown, founding father of Hook Company, a number one web optimization and internet design agency specializing in house service companies similar to roofing corporations, HVAC, and plumbing providers. Tim shares his experience on the ever-evolving world of web optimization, shedding gentle on the essential elements that contribute to profitable on-line visibility and rankings.

Key Takeaways

Tim Brown underscores the pivotal function of high quality content material and powerful backlinks in web optimization success, emphasizing the significance of making unique, partaking content material tailor-made to the viewers’s wants whereas buying respected backlinks. Moreover, he highlights the facility of persuasive messaging and constant collaboration between groups to drive engagement and conversions. By leveraging expertise whereas sustaining a human contact, companies can optimize their web optimization efforts and obtain sustained development in immediately’s aggressive digital panorama.

Questions I ask Tim Brown:

[00:33] What are the large issues which have modified in web optimization?

[02:03] Would you say Content material and web optimization go hand in hand?

[02:49] How would you clarify the inspiration of web optimization to a newbie?

[04:30] What about individuals who have doubts about hyperlinks?

[07:28] How do you create efficient networks?

[18:16] What KPIs ought to be thought of to measure efficiency and web optimization efforts?

[21:47] The place can folks join with you?



Extra About Tim Brown:


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John (00:08): Good day, and welcome to a different episode of the Duct Tape Advertising Podcast. That is John Jantsch. My visitor immediately is Tim Brown Hook Company, a Google paid advertisements, web optimization and internet design agency that focuses totally on roofing corporations, HVAC, corporations and residential providers companies. A few of my favorites. Tim, welcome to the present.

Tim (00:28): Thanks for having me, sir.

John (00:30): So I assume let’s begin actually broad. What are the large issues which have modified in web optimization? I do not know, for example during the last couple of years?

Tim (00:39): Oh, yeah. So navigating AI is likely one of the largest troublesome issues that lots of people are attempting to determine. And I’d say the persevering with push to push increasingly more advertisements onto the entrance homepage of Google, or competing increasingly more with paid advertisements. And it is the scaling content material factor, and I assume it is Google’s competitors with chat g BT which might be a few of the largest ones. And I feel a bit of bit extra emphasis, it type of extends exterior of web optimization now, and folks that did not have methods that prolonged exterior of web optimization or people who have been simply web optimization specialists ought to be wanting on the different elements that relate to advertising. I feel it is simply not that web optimization goes away. We do not know. You understand what I imply? Individuals ask me that on a regular basis, what’s Google Shelf life and stuff like that. We do not know. I’d say web optimization might be round one other 10 years, however I am within the career, so it is onerous to know. However I feel it is simply making an attempt to determine work the opposite issues that interrelate to web optimization and work with them collectively. I feel that is type of a giant factor web optimization folks ought to be targeted on.

John (01:51): Effectively, and the biggie after all, I imply, I nonetheless battle this battle immediately. Persons are saying, yeah, I want any individual to web optimization my web site. And it is like, nicely, there isn’t any content material. There’s nothing there to web optimization, so to talk. So I imply, you speak about these associated issues. I imply, content material clearly is married to web optimization, proper? Oh yeah.

Tim (02:06): Sure, completely. And content material advertising virtually. That might be should you’re an web optimization, that might be your intro to essentially moving into issues which might be adjoining to web optimization, however not technically. web optimization in that content material is, and it goes exterior of web optimization as a result of there’s content material that we make that has nothing to do with that web optimization, however it does usually positively have an effect on web optimization while you’re doing good content material.

John (02:36): So should you’re making an attempt to assist any individual get began, I do know you’re employed with a few of the, and this may increasingly sound stereotypical, however a few of the commerce professions, they know their enterprise, they know a bit of about advertising. And so should you have been going to attempt to inform any individual who did not know a lot about web optimization, how would you say, here is the inspiration, here is the weather it’s good to perceive.

Tim (02:57): Yeah, I often simply speak about content material and hyperlinks. So content material and hyperlinks are the 2 largest ones. After which once I pepper within the technical or conventional web optimization, it is like your web site must be quick and nicely ordered, and it must have templates for sure varieties of content material, like with native web optimization native touchdown pages for various cities plus service. So if they seem to be a roofing firm or an HVAC firm or plumbing firm, plumbing plus Indianapolis, we’d like these pages and all of the suburb pages round them. But it surely’s a matter of getting these items of content material on the market after which hyperlinks from different web sites. I imply, they do not know what meaning half the time. And I am so used to coping with contractors, although I am used to utilizing the non-technical phrases, however it’s simply getting a hyperlink from different web sites again to yours from different, often they need to be in your area of interest or your locality. So that you’re in search of house service or building associated web sites to get hyperlinks to your web site. There’s simple methods to do it. I imply, clearly a number of your viewers might be extra superior on this, however it’s determining, for me, it is determining , why do I want that stuff? Effectively, Google must know that your web site is legit, and that is one vote. Each hyperlink from a legit web site is a vote on your web site, that your web site is vital. In order that’s type of one of many methods I speak about it.

John (04:30): And a number of instances, I do know lots of people will say, nicely, why would any individual hyperlink to me? You consider the contractor world, I imply, they work with a number of subcontractors. They work with suppliers of taps or plumbing of some type. All of them belong to nri and teams like that. These are the primary locations to go get hyperlinks. They

Tim (04:52): Completely, yeah, should you’ve obtained a distributor or a producer that you’ve got certifications from, if they’ve a listing of contractors, be sure you’re on that. And also you talked about transforming one. There’s different ones clearly in several trades. Yeah,

John (05:07): Clearly each business, yeah,

Tim (05:10): There’s native ones too, proper? Your chamber of Commerce that you just’re a part of ought to be a part of, and you must get that hyperlink too and simply be sure they’re linking to you. After which should you’re a part of a B 9 group they usually have a web site or wherever, all these networking issues, and that is one more reason why I say this. web optimization effort type of extends past what we’re doing simply in web optimization, as a result of as we community, we get extra alternatives to get hyperlinks as we do actual enterprise, we get alternative. When you’ve got a producer certifications for producers, these are actual alternatives for hyperlinks too. So a number of instances it is type of discovering the pure hyperlinks that will come to you from all of the folks in your business. Truly, Tommy Meow, who’s a giant house service business, he is an superior dude, and he has a enterprise referred to as the House Service Millionaire.

(06:01): However he instructed me this technique and I did it. He mentioned, go into your QuickBooks and have a look at everybody you’ve got paid within the final three months, after which ship them a message, a bit of fast e mail or a bit of video message and textual content ’em or no matter, and say, Hey, might I do a video testimonial for you? Or might I offer you a testimonial? In case you’re proud of their providers, might I offer you a testimonial? Would you take into account linking to me in your homepage? And I’ve carried out that and gotten ones from very large web sites. So a number of instances we need to observe the prevailing relationships and organizations that we’re in and get hyperlinks that method, and that is in all probability untapped for lots of native house service companies.

John (06:44): Yeah. Yeah. I imply, I am glad you talked about the phrase networking, how I’ve all the time talked about it as nicely, versus it being kind of scammy feeling. It is a very legit factor. I need to return to the placement service pages that you just talked about, as a result of that concept, significantly with house providers, significantly with native companies, is a method for them to get present in suburbs, however it’s additionally very spammy. I imply, it has been very spammy. I am not speaking concerning the method on the whole. Lots of people have spammed. You go to any individual’s web site and it says mainly it is the very same content material, the very same photographs, it simply has a special identify of a suburb or neighborhood. How do you create these which might be really efficient as a result of Google does not like that type of content material both. So how do you create these which might be really efficient and helpful versus being spammy?

Tim (07:34): Yeah, so I’ve tried that previously. I feel each very long time web optimization has, I truthfully tried to do it with code the place it might inject. I put the identify in as soon as after which it might put the town identify in each, I’ve tried all varieties of issues, and I’ve tried them and failed at them so you do not have to, so it does not work, or it really works for a really quick period of time after which will get devalued. So because of this we’re making an attempt to go for long-term helpful content material, web optimization, as a result of it is much less more likely to get, we do a bunch of labor after which three years later every part goes down. So we attempt to make stuff that references actual issues in that city or metropolis. And I additionally do not suppose it is the worst factor. It ought to be unique content material, however I additionally do not suppose it is the worst factor to place out 15 of them after which a few two or three type of take off. And then you definitely carry on constructing into them. You retain on including extra precise native photographs. You retain on constructing out extra native targeted content material. So it is okay to do 15 all unique content material, however perhaps you are solely doing 500 phrases or one thing like that. After which over time, you possibly can actually push into them and attempt to make it extra complete.

(08:47): We’ve got the identical FAQs on a number of totally different pages, however you might additionally reply them once more otherwise. I might reply the query about what’s a backlink 25 instances a plumber might reply the query, what is the quickest approach to get a rest room unclogged with infinite variety of variations across the language that they are utilizing? So there’s nothing flawed with answering the identical questions in a brand new method. And I feel in the end the content material, the increasingly more you can also make it unique, the higher. Truthfully, there’s nothing flawed with beginning with decrease quantities of content material. Then as one thing pops off, I take into consideration minimal viable content material. We have to get a number of content material on the market, and a number of instances, and that’s the recreation proper now, proper? We’re placing out a number of content material and we’re AI assisted. We all the time have each single human, each single piece of content material has human edited, and there is a number of totally different opinions within the web optimization world about what’s admissible and what’s applicable and all these various things.

(09:53): I discovered that I used to be utilizing AI to create content material myself after which modifying it and making it higher and utilizing it for analysis and utilizing it for various issues. And I felt like if I am not doing that for my purchasers, then I am virtually being like I am holding them again once I really consider that that is making my content material higher as a result of it is making me faster on analysis and on various things. So I felt prefer it was applicable based mostly on that to truly transfer into ai. However there’s totally different opinions on that, and folks which might be going full AI with no modifying are getting hammered and damage within the SERPs proper now. So search engine end result pages. So mainly be careful, and that is harmful, however it’s nonetheless efficient. So it is determining impact

John (10:44): A pair actually sensible makes use of there. You talked about having totally different variations of the identical reply to a query. In case you write a great stable technical reply after which simply take it to AI and say, give me eight variations of this, that to me is an excellent good use. And positively should you write a great weblog submit, asking AI to create title and metadata, meta descriptions, it is higher at that than you and I are as soon as it is obtained one thing good to work with, it is my pleasure to welcome a brand new sponsor to the podcast. Our buddies at ActiveCampaign, ActiveCampaign helps small groups energy large companies with a should have platform for clever advertising automation. We have been utilizing ActiveCampaign for years right here at Duct Tape Advertising to energy our subscription types, e mail newsletters and gross sales funnel drip campaigns. ActiveCampaign is that uncommon platform that is reasonably priced, simple to make use of, and able to dealing with even essentially the most complicated advertising automation wants.

(11:43): And so they make it simple to modify. They supply each new buyer with one-on-one private coaching and free migrations out of your present advertising automation or e mail advertising supplier. You may strive ActiveCampaign at no cost for 14 days and there isn’t any bank card required. Simply go to activecampaign.com/duct tape. That is proper, duct Tape Advertising podcast listeners who join through that hyperlink. We’ll additionally obtain 15% off an annual plan if bought by March thirty first, 2024. That is activecampaign.com/duct tape. Now, this provide is restricted to new energetic marketing campaign prospects solely. So what are you ready for? Gas your development, increase income and save treasured time by upgrading to energetic marketing campaign immediately.

Tim (12:30): I additionally just like the get the transcript from YouTube. As an instance you made a video that was about one thing very technical and you’ve got subject material experience in that video, utilizing the transcript and turning it right into a weblog submit, nonetheless customise it, make freshen it up, be sure it is human readable and feels good, after which embed the video on the high of the submit. And if it wasn’t your video, be sure you’re linking to their web site. However I feel if it is your video, in the end you might rep content material repurposing, I feel is type of what you are getting at there too. John is like, AI is so good at content material repurposing, and I like something with ai, we’re utilizing a smaller knowledge set than simply the whole web. I really feel like the whole web is filled with rubbish. In case you actually combined all of it collectively, it is only a rubbish soup. But when we fed it, let’s, for example you are an HVAC firm and you are a provider seller and also you fed it their guide and also you used it to construct up for provider merchandise that method, that will be an unbelievable use. Principally, smaller knowledge units higher info.

John (13:45): And the factor I like about video or audio transcripts too, is you routinely get the voice and tone and elegance of the speaker, which is one thing that once more, actually informs the AI to talk such as you do. And I feel that is a very vital component of it. So

Tim (14:01): As folks get, lemme do one final 20 seconds on this matter. Individuals get increasingly more targeted on ai. There’s a chance to return to the basics of selling, particularly if AI is automating some busy be just right for you. So return to the find out about persuasion within the fundamentals of selling, and it’ll inform every part you are doing. So it is nice to make use of ai, however it ought to unlock a few of your time to then return and get higher at persuasion.

John (14:33): So we began speaking a bit of bit about video because it pertains to different content material creation, however how about simply video itself? Do you suppose that immediately, the world we dwell in immediately, everyone ought to have a YouTube channel. They need to be creating video content material, they need to be publishing it in all of the locations you possibly can publish.

Tim (14:52): I am lengthy video. I am lengthy video, and you already know what I like about it? I like that it teaches me issues about consideration and grabbing consideration. I like web optimization, okay, we get a number of leads from our personal web optimization, and I consider in it for if 70, 80% of the clicks on Google are going to natural, then you definitely should not neglect it, even when it is onerous. Some folks need to watch video, so I incorporate it into most weblog posts. We’re incorporating some type of video. After which I feel the quick type video stuff, the TikTok Instagram stuff of the world, it is exhibiting us seize consideration faster, getting higher at it. Within the final two days, movies on our TikTok and Instagram have gotten over 2 million views, and that is area of interest stuff. That is roofing. So it’s loopy what’s attainable. And it additionally teaches you issues about how fast everyone’s consideration span is lately and the way can we feed that a bit of?

(15:56): How can we be a part of it? I am not making an attempt to create the issue, however I am making an attempt to trip the wave. If that is what’s occurring, then I’ll attempt to study it, after which I feel you might apply these ideas to your different content material. I consider most individuals ought to be experimenting with video, and I feel it is okay should you’re contemplating it experiments, and I feel it is nice to fail at it quite a bit and you continue to get higher. All of us get higher by failing at it quite a bit. And it’s, however I do not know if everybody ought to be chasing virality. Native house service companies shouldn’t be chasing virality. They need to be chasing gross sales enablement video content material, after which leisure. Leisure although typically goes viral. So the purpose is is I do suppose house service companies mustn’t simply be informing, they need to be additionally entertaining their splendid prospects.

John (16:45): Yeah, I bear in mind we’ve a consumer that is a house remodeler they usually’ve been within the video for a very long time, and the video that to this date obtained them essentially the most consideration and essentially the most clicks was a pair guys have been taking a deck, they have been going to exchange a deck on the again of a home. They have been taking the deck off and there was a complete household of raccoons in there, they usually videoed that after which shared that. And naturally, it did not have something to do with the enterprise, however everyone beloved it. And so I feel it does. I feel really, such as you say, exhibiting the human aspect is nice, however I completely agree with you. I imply, what you actually need to get is enterprise targets.

Tim (17:19): Completely. And so it is type of making an attempt to combine these collectively when attainable. And you will discover should you tried to go, for example if any individual tried to get a ton of views for a 12 months in a row, I did it for a 12 months each single day making an attempt to go viral. It took me seven or eight months to lastly do it. And I used to be like the primary 5 issues that obtained over 1,000,000 views weren’t good for my enterprise actually. I simply began simply slapping my brand on there simply to attempt to get some type of model optimistic stuff from it. However I feel you study, that is why it is experiments and studying. And most companies although, mustn’t, I do not know should you ought to try this every single day for a 12 months to study, however it’s enjoyable. It is enjoyable. Have enjoyable along with your advertising if nothing else, have enjoyable along with your advertising. Yeah.

John (18:02): So let’s bounce to the one which lots of people have hassle expressing a number of, I am certain not you Tim, however a number of web optimization people do not actually speak about ROI essentially. What ought to any individual be taking a look at what KPIs even ought to they be taking a look at to essentially really measure the efficiency and their web optimization efforts?

Tim (18:25): That is a giant query, John. That is a terrific one. I have a look at the upward swing of key phrases and backlinks over the primary six months. I feel the primary six months we’re actually speaking about these very gentle, it is type of mushy stuff. And we’ve to elucidate to our purchasers why that is good. Why is me rating for extra key phrases, typically not even excessive intent. I feel that there is a component although of, I used to be doing air quotes there, I notice that is audio, so excessive intent being like they’re more likely to buy. And we’re simply speaking by means of that. We’re like therapists for these first six months. And it is robust as a result of it is unclear. And PPC will get to only be like, Hey, we’re over right here earning money. And web optimization needs to be like, okay, nicely we will earn money sometime. And that is what we wrestle with forwards and backwards. It is not a simple job, however it’s simpler while you present them deliverables, while you present them particular issues that have been accomplished on their behalf.

(19:28): So that is what we give attention to. After which we speak them by means of why extra hyperlink, we educate. We’ve got to teach. web optimization simply inherently has to teach extra. So here is why we’re getting you extra backlinks as a result of each backlink is a vote for your corporation’s web site. And the extra backlinks we’ve, the extra probably you’re to rank excessive. And with content material, the extra we’re rating for one, these are linking alternatives as a result of each single weblog submit on the market folks might hyperlink to, particularly if it is a good weblog submit, however it’s additionally giving topical authority. So we speak about topical authority even with our blue collar trades targeted industries we’re speaking about you must cowl a subject extra in depth, after which clearly the placement pages is a bit of bit simpler to elucidate, and we present them these rankings over time. After which as ROI can be a 12 months to 2 years, and that is the toughest half about web optimization.

(20:25): We’re speaking about long-term performs with compounding advantages. After which should you carry on going, it will get actually good. And typically that feels like lies to house service enterprise homeowners and small companies on the whole. So it is studying sufficient. I feel as a contractor or any type small enterprise proprietor that is making an attempt to rent web optimization it, attempt to get any individual that has a number of 5 star evaluations, attempt to work with an company that really has observe report and case research, however it’s actually onerous, dude. It is a onerous factor. How am I purported to belief you? And it is nonetheless onerous, even should you discover a respected one as a result of web optimization is difficult and a few folks, that is what most individuals do not need to say, however some folks should not even do it. In case you’re not going to go onerous on web optimization, should you’re not going to truly go onerous, you should not do it. It is actually a waste of your money and time. Even should you’re spending a thousand {dollars} a month, that could be full waste to your cash. What’s worse 5 KA month and any individual’s really going onerous in your account or one KA month they usually’re not doing something. You may see it is a scary factor to rent. And I feel should you’re not going to go onerous, simply save your cash and spend it on sponsor a t-ball group.

John (21:44): Effectively, Tim, I recognize you taking a second to cease by the Duct Tape Advertising Podcast. So that you need to invite folks to the place they could join with you and discover out extra about your work.

Tim (21:51): Yeah. Ought to I am going too onerous there, John? Anyway? No,

John (21:55): At not all. We’re simply out of

Tim (21:56): Time.com. Am I nonetheless plugged in right here? There we go. Yep. Yep,

John (22:00): You are

Tim (22:00): Good. company.com, hook company throughout social media hook higher leads with the Google specialised group that is completely targeted on roofers, plumbers, and HVAC tech corporations. And we actually recognize these industries. We love you guys. Thanks for being cool to us Hook company.com.

John (22:17): Superior. Effectively once more, recognize you stopping by and hopefully we’ll run into you one in all lately on the market on the highway.

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