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Navigating Global Relationships written by John Jantsch learn extra at Duct Tape Marketing

 The Duct Tape Advertising and marketing Podcast with John Jantsch On this episode of the Duct Tape Advertising and marketing Podcast, I interviewed Andy Molinsky, a distinguished professor at Brandeis College’s Worldwide Enterprise College. With a Ph.D. in organizational conduct and a grasp’s in psychology from Harvard College, Andy is famend for his experience in cross-cultural communication and […]

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

The Duct Tape Advertising and marketing Podcast with John Jantsch

On this episode of the Duct Tape Advertising and marketing Podcast, I interviewed Tim Brown, founding father of Hook Company, a number one website positioning and internet design agency specializing in residence service companies corresponding to roofing firms, HVAC, and plumbing companies. Tim shares his experience on the ever-evolving world of website positioning, 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 website positioning success, emphasizing the significance of making authentic, participating 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 know-how whereas sustaining a human contact, companies can optimize their website positioning efforts and obtain sustained development in right now’s aggressive digital panorama.

Questions I ask Tim Brown:

[00:33] What are the large issues which have modified in website positioning?

[02:03] Would you say Content material and website positioning go hand in hand?

[02:49] How would you clarify the muse of website positioning 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 must be thought-about to measure efficiency and website positioning 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 and marketing Podcast. That is John Jantsch. My visitor right now is Tim Brown Hook Company, a Google paid adverts, website positioning and internet design agency that focuses totally on roofing firms, HVAC, firms and residential companies companies. A few of my favorites. Tim, welcome to the present.

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

John (00:30): So I suppose let’s begin actually broad. What are the large issues which have modified in website positioning? I do not know, as an example during the last couple of years?

Tim (00:39): Oh, yeah. So navigating AI is among the greatest troublesome issues that lots of people are attempting to determine. And I might say the persevering with push to push increasingly adverts onto the entrance homepage of Google, or competing increasingly with paid adverts. And it is the scaling content material factor, and I suppose it is Google’s competitors with chat g BT which can be among the greatest ones. And I believe a little bit bit extra emphasis, it type of extends exterior of website positioning now, and other people that did not have methods that prolonged exterior of website positioning or those who had been simply website positioning specialists must be trying on the different elements that relate to advertising and marketing. I believe it is simply not that website positioning goes away. We do not know. what I imply? Folks ask me that on a regular basis, what’s Google Shelf life and stuff like that. We do not know. I might say website positioning can be round one other 10 years, however I am within the occupation, so it is laborious to know. However I believe it is simply making an attempt to determine find out how to work the opposite issues that interrelate to website positioning and work with them collectively. I believe that is type of a giant factor website positioning folks must be targeted on.

John (01:51): Nicely, and the biggie in fact, I imply, I nonetheless combat this battle right now. Persons are saying, yeah, I would like any individual to website positioning my web site. And it is like, properly, there isn’t any content material. There’s nothing there to website positioning, so to talk. So I imply, you speak about these associated issues. I imply, content material clearly is married to website positioning, proper? Oh yeah.

Tim (02:06): Sure, completely. And content material advertising and marketing virtually. That could possibly be should you’re an website positioning, that could possibly be your intro to actually stepping into issues which can be adjoining to website positioning, however not technically. website positioning in that content material is, and it goes exterior of website positioning as a result of there’s content material that we make that has nothing to do with that website positioning, however it does usually positively have an effect on website positioning once 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 among the, and this will likely sound stereotypical, however among the commerce professions, they know their enterprise, they know a little bit about advertising and marketing. And so should you had been going to attempt to inform any individual who did not know a lot about website positioning, how would you say, here is the muse, here is the weather it is advisable to perceive.

Tim (02:57): Yeah, I normally simply speak about content material and hyperlinks. So content material and hyperlinks are the 2 greatest ones. After which once I pepper within the technical or conventional website positioning, it is like your web site must be quick and properly ordered, and it must have templates for sure varieties of content material, like with native website positioning 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 want these pages and all of the suburb pages round them. However it’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, normally they need to be in your area of interest or your locality. So that you’re on the lookout for residence service or building associated web sites to get hyperlinks to your web site. There’s straightforward methods to do it. I imply, clearly numerous your viewers might be extra superior on this, however it’s determining, for me, it is determining find out how to, why do I would like that stuff? Nicely, Google must know that your web site is legit, and that is one vote. Each hyperlink from a legit web site is a vote to 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 numerous occasions, I do know lots of people will say, properly, why would any individual hyperlink to me? You consider the contractor world, I imply, they work with numerous 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 acquired a distributor or a producer that you’ve got certifications from, if they’ve a listing of contractors, ensure you’re on that. And also you talked about transforming one. There’s different ones clearly in numerous 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 must be a part of, and you must get that hyperlink too and simply be sure that 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. website positioning effort type of extends past what we’re doing simply in website positioning, 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 numerous occasions 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 residence service business, he is an superior dude, and he has a enterprise known 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 have paid within the final three months, after which ship them a message, a little bit fast electronic mail or a little bit video message and textual content ’em or no matter, and say, Hey, may I do a video testimonial for you? Or may I provide you with a testimonial? In the event you’re pleased with their companies, may I provide you with a testimonial? Would you think about linking to me in your homepage? And I’ve completed that and gotten ones from very massive web sites. So numerous occasions we wish to comply with 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 residence 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 properly, versus it being type of scammy feeling. It is a very legit factor. I wish to return to the situation service pages that you just talked about, as a result of that concept, significantly with residence companies, 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 in regards to the method generally. Lots of people have spammed. You go to any individual’s web site and it says principally it is the very same content material, the very same pictures, it simply has a unique identify of a suburb or neighborhood. How do you create these which can be truly efficient as a result of Google would not like that type of content material both. So how do you create these which can be really efficient and helpful versus being spammy?

Tim (07:34): Yeah, so I’ve tried that previously. I believe each very long time website positioning 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 would not work, or it really works for a really quick period of time after which will get devalued. So that is why we’re making an attempt to go for long-term helpful content material, website positioning, as a result of it is much less more likely to get, we do a bunch of labor after which three years later the whole lot 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 must be authentic 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 pictures. You retain on constructing out extra native targeted content material. So it is okay to do 15 all authentic 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 have now the identical FAQs on numerous totally different pages, however you might additionally reply them once more differently. I may reply the query about what’s a backlink 25 occasions a plumber may reply the query, what is the quickest technique to get a rest room unclogged with infinite variety of variations across the language that they are utilizing? So there’s nothing improper with answering the identical questions in a brand new method. And I believe in the end the content material, the increasingly you may make it authentic, the higher. Actually, there’s nothing improper 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 numerous content material on the market, and numerous occasions, and that’s the sport proper now, proper? We’re placing out numerous 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 numerous totally different opinions within the website positioning world about what’s admissible and what’s acceptable 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 shoppers, then I am virtually being like I am holding them again once I really imagine 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 acceptable primarily based on that to really transfer into ai. However there’s totally different opinions on that, and other people which can be going full AI with no modifying are getting hammered and harm within the SERPs proper now. So search engine end result pages. So principally be careful, and that is harmful, however it’s nonetheless efficient. So it is determining find out how to 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 the event you write an excellent stable technical reply after which simply take it to AI and say, give me eight variations of this, that to me is a brilliant good use. And positively should you write an excellent 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 acquired 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 massive companies with a will need to have platform for clever advertising and marketing automation. We have been utilizing ActiveCampaign for years right here at Duct Tape Advertising and marketing to energy our subscription types, electronic mail newsletters and gross sales funnel drip campaigns. ActiveCampaign is that uncommon platform that is reasonably priced, straightforward to make use of, and able to dealing with even probably the most complicated advertising and marketing automation wants.

(11:43): And so they make it straightforward to change. They supply each new buyer with one-on-one private coaching and free migrations out of your present advertising and marketing automation or electronic mail advertising and marketing supplier. You possibly can attempt 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 and marketing podcast listeners who enroll 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 proscribed to new lively marketing campaign clients solely. So what are you ready for? Gasoline your development, enhance income and save valuable time by upgrading to lively marketing campaign right now.

Tim (12:30): I additionally just like the get the transcript from YouTube. To illustrate 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 that 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, ensure you’re linking to their web site. However I believe if it is your video, in the end you might rep content material repurposing, I believe 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 information set than simply your entire web. I really feel like your entire web is filled with rubbish. In the event you actually combined all of it collectively, it is only a rubbish soup. But when we fed it, let’s, as an example you are an HVAC firm and you are a provider vendor and also you fed it their guide and also you used it to construct up for provider merchandise that method, that will be an unimaginable use. Mainly, smaller information units higher info.

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

Tim (14:01): As folks get, lemme do one final 20 seconds on this matter. Folks get increasingly targeted on ai. There’s a chance to return to the basics of promoting, particularly if AI is automating some busy give you the results you want. So return to the study persuasion within the fundamentals of promoting, and it’ll inform the whole lot 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 little bit bit about video because it pertains to different content material creation, however how about simply video itself? Do you suppose that right now, the world we reside in right now, 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 what I like about it? I like that it teaches me issues about consideration and grabbing consideration. I like website positioning, okay, we get numerous leads from our personal website positioning, and I imagine 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 laborious. Some folks wish to watch video, so I incorporate it into most weblog posts. We’re incorporating some type of video. After which I believe the quick kind video stuff, the TikTok Instagram stuff of the world, it is exhibiting us find out how to 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 potential. And it additionally teaches you issues about how fast everyone’s consideration span is as of late and the way can we feed that a little bit?

(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 journey the wave. If that is what’s occurring, then I’ll attempt to study it, after which I believe you might apply these ideas to your different content material. I imagine most individuals must be experimenting with video, and I believe it is okay should you’re contemplating it experiments, and I believe it is nice to fail at it lots and you continue to get higher. All of us get higher by failing at it lots. And it’s, however I do not know if everybody must be chasing virality. Native residence service companies shouldn’t be chasing virality. They need to be chasing gross sales enablement video content material, after which leisure. Leisure although generally goes viral. So the purpose is is I do suppose residence service companies shouldn’t simply be informing, they need to be additionally entertaining their preferrred clients.

John (16:45): Yeah, I keep in mind we have now a shopper that is a house remodeler they usually’ve been within the video for a very long time, and the video that to this date acquired them probably the most consideration and probably the most clicks was a pair guys had been taking a deck, they had been going to interchange a deck on the again of a home. They had 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 liked it. And so I believe it does. I believe truly, such as you say, exhibiting the human aspect is nice, however I completely agree with you. I imply, what you actually wish to get is enterprise targets.

Tim (17:19): Completely. And so it is type of making an attempt to combine these collectively when potential. And you will discover should you tried to go, as an 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 acquired over one million 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 constructive stuff from it. However I believe you study, that is why it is experiments and studying. And most companies although, shouldn’t, I do not know should you ought to do this daily for a 12 months to study, however it’s enjoyable. It is enjoyable. Have enjoyable together with your advertising and marketing if nothing else, have enjoyable together with your advertising and marketing. Yeah.

John (18:02): So let’s soar to the one which lots of people have hassle expressing numerous, I am certain not you Tim, however numerous website positioning 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 actually really measure the efficiency and their website positioning efforts?

Tim (18:25): That is a giant query, John. That is an incredible one. I have a look at the upward swing of key phrases and backlinks over the primary six months. I believe the primary six months we’re actually speaking about these very gentle, it is type of gentle stuff. And we have now to clarify to our shoppers why that is good. Why is me rating for extra key phrases, generally not even excessive intent. I believe that there is a component although of, I used to be doing air quotes there, I understand 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 creating wealth. And website positioning needs to be like, okay, properly we will earn money sometime. And that is what we battle with forwards and backwards. It isn’t a straightforward job, however it’s simpler once you present them deliverables, once you present them particular issues that had been accomplished on their behalf.

(19:28): So that is what we give attention to. After which we discuss them by means of why extra hyperlink, we educate. We have now to coach. website positioning simply inherently has to coach extra. So here is why we’re getting you extra backlinks as a result of each backlink is a vote for what you are promoting’s web site. And the extra backlinks we have now, 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 may 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 it’s important to cowl a subject extra in depth, after which clearly the situation pages is a little bit bit simpler to clarify, and we present them these rankings over time. After which as ROI is mostly a 12 months to 2 years, and that is the toughest half about website positioning.

(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 generally that feels like lies to residence service enterprise homeowners and small companies generally. So it is studying sufficient. I believe as a contractor or any variety small enterprise proprietor that is making an attempt to rent website positioning it, attempt to get any individual that has numerous 5 star critiques, attempt to work with an company that really has observe document and case research, however it’s actually laborious, dude. It is a laborious factor. How am I alleged to belief you? And it is nonetheless laborious, even should you discover a respected one as a result of website positioning is difficult and a few folks, that is what most individuals do not wish to say, however some folks should not even do it. In the event you’re not going to go laborious on website positioning, should you’re not going to really go laborious, 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 may be full waste to your cash. What’s worse 5 KA month and any individual’s truly going laborious in your account or one KA month they usually’re not doing something. You possibly can see it is a scary factor to rent. And I believe should you’re not going to go laborious, simply save your cash and spend it on sponsor a t-ball workforce.

John (21:44): Nicely, Tim, I admire you taking a second to cease by the Duct Tape Advertising and marketing Podcast. So that you wish 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’m going too laborious 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 workforce that is completely targeted on roofers, plumbers, and HVAC tech firms. And we actually admire these industries. We love you guys. Thanks for being cool to us Hook company.com.

John (22:17): Superior. Nicely once more, admire you stopping by and hopefully we’ll run into you considered one of as of late on the market on the highway.

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