The way to Obtain Outstanding Gross sales Outcomes Each Time

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How to Achieve Remarkable Sales Results Every Time 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 Ian Altman, famend gross sales knowledgeable and writer of “Identical Aspect Promoting.” Ian grew his prior companies from zero to over one billion {dollars} in worth. He has since constructed a status for serving to others construct a […]

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 search engine optimisation and net design agency specializing in house service companies reminiscent of roofing corporations, HVAC, and plumbing providers. Tim shares his experience on the ever-evolving world of search engine optimisation, shedding mild on the essential parts 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 search engine optimisation 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 ability 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 search engine optimisation efforts and obtain sustained development in right now’s aggressive digital panorama.

Questions I ask Tim Brown:

[00:33] What are the massive issues which have modified in search engine optimisation?

[02:03] Would you say Content material and search engine optimisation go hand in hand?

[02:49] How would you clarify the inspiration of search engine optimisation 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 of to measure efficiency and search engine optimisation efforts?

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



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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 advertisements, search engine optimisation and net 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 suppose let’s begin actually broad. What are the massive issues which have modified in search engine optimisation? I do not know, as an example over the past couple of years?

Tim (00:39): Oh, yeah. So navigating AI is likely one of the greatest 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 suppose it is Google’s competitors with chat g BT which might be a number of the greatest ones. And I feel a little bit bit extra emphasis, it form of extends outdoors of search engine optimisation now, and folks that did not have methods that prolonged outdoors of search engine optimisation or folks that had been simply search engine optimisation specialists must be wanting on the different parts that relate to advertising and marketing. I feel it is simply not that search engine optimisation 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’d say search engine optimisation can be round one other 10 years, however I am within the career, so it is laborious to know. However I feel it is simply attempting to determine the way to work the opposite issues that interrelate to search engine optimisation and work with them collectively. I feel that is form of a giant factor search engine optimisation individuals must be targeted on.

John (01:51): Properly, and the biggie after all, I imply, I nonetheless battle this battle right now. Individuals are saying, yeah, I want any individual to search engine optimisation my web site. And it is like, properly, there isn’t any content material. There’s nothing there to search engine optimisation, so to talk. So I imply, you discuss these associated issues. I imply, content material clearly is married to search engine optimisation, proper? Oh yeah.

Tim (02:06): Sure, completely. And content material advertising and marketing virtually. That could possibly be if you happen to’re an search engine optimisation, that could possibly be your intro to actually moving into issues which might be adjoining to search engine optimisation, however not technically. search engine optimisation in that content material is, and it goes outdoors of search engine optimisation as a result of there’s content material that we make that has nothing to do with that search engine optimisation, nevertheless it does usually positively have an effect on search engine optimisation whenever you’re doing good content material.

John (02:36): So if you happen to’re attempting to assist any individual get began, I do know you’re employed with a number of the, and this may occasionally sound stereotypical, however a number of the commerce professions, they know their enterprise, they know a little bit about advertising and marketing. And so if you happen to had been going to attempt to inform any individual who did not know a lot about search engine optimisation, how would you say, here is the inspiration, here is the weather it’s essential perceive.

Tim (02:57): Yeah, I often simply discuss content material and hyperlinks. So content material and hyperlinks are the 2 greatest ones. After which after I pepper within the technical or conventional search engine optimisation, it is like your web site must be quick and properly ordered, and it must have templates for sure forms of content material, like with native search engine optimisation native touchdown pages for various cities plus service. So if they are 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. Nevertheless 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, nevertheless 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 searching for house service or development associated web sites to get hyperlinks to your web site. There’s simple methods to do it. I imply, clearly plenty of your viewers might be extra superior on this, nevertheless it’s determining, for me, it is determining the way to, why do I want that stuff? Properly, 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 essential. In order that’s form of one of many methods I discuss it.

John (04:30): And plenty of 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 plenty 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, if you happen to’ve acquired a distributor or a producer that you’ve certifications from, if they’ve a listing of contractors, be sure you’re on that. And also you talked about reworking 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 simply’re a part of must be a part of, and you need to get that hyperlink too and simply be sure that they’re linking to you. After which if you happen to’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. search engine optimisation effort form of extends past what we’re doing simply in search engine optimisation, as a result of as we community, we get extra alternatives to get hyperlinks as we do actual enterprise, we get alternative. If in case you have a producer certifications for producers, these are actual alternatives for hyperlinks too. So plenty of occasions it is form of discovering the pure hyperlinks that might come to you from all of the individuals in your business. Truly, Tommy Meow, who’s a giant house service business, he is an superior dude, and he has a enterprise known as the Residence Service Millionaire.

(06:01): However he instructed me this technique and I did it. He mentioned, go into your QuickBooks and take a look at everybody you’ve got paid within the final three months, after which ship them a message, a little bit fast e 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? If you happen to’re proud of their providers, may I provide you with a testimonial? Would you contemplate linking to me in your homepage? And I’ve executed that and gotten ones from very massive web sites. So plenty of occasions we need to comply with the prevailing relationships and organizations that we’re in and get hyperlinks that means, and that is most likely 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 at all times talked about it as properly, versus it being form of scammy feeling. It is a very legit factor. I need to return to the situation service pages that you simply talked about, as a result of that concept, notably with house providers, notably with native companies, is a means for them to get present in suburbs, nevertheless it’s additionally very spammy. I imply, it has been very spammy. I am not speaking in regards to the strategy usually. 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 images, it simply has a unique title of a suburb or neighborhood. How do you create these which might be really efficient as a result of Google does not like that form of content material both. So how do you create these which might be actually efficient and helpful versus being spammy?

Tim (07:34): Yeah, so I’ve tried that previously. I feel each very long time search engine optimisation has, I truthfully tried to do it with code the place it will inject. I put the title in as soon as after which it will put the town title in each, I’ve tried all forms 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 brief period of time after which will get devalued. So this is the reason we’re attempting to go for long-term helpful content material, search engine optimisation, as a result of it is much less more likely to get, we do a bunch of labor after which three years later every little thing goes down. So we attempt to make stuff that references actual issues in that city or metropolis. And I additionally do not assume it is the worst factor. It must be authentic content material, however I additionally do not assume it is the worst factor to place out 15 of them after which a few two or three form of take off. And then you definately carry on constructing into them. You retain on including extra precise native images. 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’ve got the identical FAQs on plenty of totally different pages, however you can additionally reply them once more another way. I may reply the query about what’s a backlink 25 occasions a plumber may reply the query, what is the quickest option 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 means. And I feel in the end the content material, the increasingly more you may make it authentic, 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 plenty of content material on the market, and plenty of occasions, and that’s the sport proper now, proper? We’re placing out plenty of content material and we’re AI assisted. We at all times have each single human, each single piece of content material has human edited, and there is plenty of totally different opinions within the search engine optimisation 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 shoppers, then I am virtually being like I am holding them again after I actually 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 enhancing are getting hammered and harm within the SERPs proper now. So search engine outcome pages. So mainly be careful, and that is harmful, nevertheless it’s nonetheless efficient. So it is determining the way 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. If you happen to write a superb strong 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 definitely if you happen to write a superb weblog put up, 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 should 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 kinds, e mail newsletters and gross sales funnel drip campaigns. ActiveCampaign is that uncommon platform that is inexpensive, simple to make use of, and able to dealing with even essentially the most complicated advertising and marketing automation wants.

(11:43): They usually make it simple 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 e mail advertising and marketing supplier. You may strive ActiveCampaign totally free for 14 days and there isn’t any bank card required. Simply go to tape. That is proper, duct Tape Advertising and marketing podcast listeners who enroll by way of that hyperlink. We’ll additionally obtain 15% off an annual plan if bought by March thirty first, 2024. That is tape. Now, this supply 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 right now.

Tim (12:30): I additionally just like the get the transcript from YouTube. For 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 put up, nonetheless customise it, make freshen it up, be sure that it is human readable and feels good, after which embed the video on the prime of the put up. 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 can rep content material repurposing, I feel is form 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 your entire web. I really feel like your entire web is filled with rubbish. If you happen to 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 service supplier and also you fed it their handbook and also you used it to construct up for service merchandise that means, that might be an unimaginable use. Principally, smaller knowledge units higher info.

John (13:45): And the factor I really like about video or audio transcripts too, is you robotically 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 feel that is a extremely essential factor of it. So

Tim (14:01): As individuals get, lemme do one final 20 seconds on this subject. Folks get increasingly more targeted on ai. There’s a possibility to return to the basics of promoting, particularly if AI is automating some busy give you the results you want. So return to the find out about persuasion within the fundamentals of promoting, and it’ll inform every little thing you are doing. So it is nice to make use of ai, nevertheless 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 assume 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 you understand what I like about it? I like that it teaches me issues about consideration and grabbing consideration. I really like search engine optimisation, okay, we get plenty of leads from our personal search engine optimisation, and I consider in it for if 70, 80% of the clicks on Google are going to natural, then you definately should not neglect it, even when it is laborious. Some individuals need to watch video, so I incorporate it into most weblog posts. We’re incorporating some form of video. After which I feel the brief kind video stuff, the TikTok Instagram stuff of the world, it is exhibiting us the way 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 attainable. And it additionally teaches you issues about how fast everyone’s consideration span is today and the way can we feed that a little bit?

(15:56): How can we be a part of it? I am not attempting to create the issue, however I am attempting to trip the wave. If that is what’s taking place, then I will attempt to study it, after which I feel you can apply these rules to your different content material. I consider most individuals must be experimenting with video, and I feel it is okay if you happen to’re contemplating it experiments, and I feel it is nice to fail at it loads and you continue to get higher. All of us get higher by failing at it loads. And it’s, however I do not know if everybody must 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 generally goes viral. So the purpose is is I do assume house service companies mustn’t simply be informing, they need to be additionally entertaining their very best prospects.

John (16:45): Yeah, I bear in mind now we have 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 acquired them essentially the most consideration and essentially the most clicks was a pair guys had been taking a deck, they had been going to switch a deck on the again of a home. They had been taking the deck off and there was an entire 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 feel it does. I feel really, such as you say, exhibiting the human facet is nice, however I completely agree with you. I imply, what you actually need to get is enterprise goals.

Tim (17:19): Completely. And so it is form of attempting to combine these collectively when attainable. And you may discover if you happen to tried to go, as an example if any individual tried to get a ton of views for a yr in a row, I did it for a yr each single day attempting 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 form of model constructive 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 if you happen to ought to try this day-after-day for a yr to study, nevertheless 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 plenty of, I am positive not you Tim, however plenty of search engine optimisation people do not actually discuss 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 actually measure the efficiency and their search engine optimisation efforts?

Tim (18:25): That is a giant query, John. That is an ideal one. I take 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 mild, it is form of comfortable stuff. And now we have to clarify to our shoppers why that is good. Why is me rating for extra key phrases, generally 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 making a living. And search engine optimisation must be like, okay, properly we’ll generate income sometime. And that is what we battle with backwards and forwards. It isn’t a simple job, however it’s simpler whenever you present them deliverables, whenever 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 speak them by means of why extra hyperlink, we educate. We’ve got to teach. search engine optimisation 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 now we have, the extra doubtless 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 put up on the market individuals may hyperlink to, particularly if it is a good weblog put up, nevertheless it’s additionally giving topical authority. So we discuss topical authority even with our blue collar trades targeted industries we’re speaking about it’s a must 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 known as a yr to 2 years, and that is the toughest half about search engine optimisation.

(20:25): We’re speaking about long-term performs with compounding advantages. After which if you happen to carry on going, it will get actually good. And generally that feels like lies to house service enterprise homeowners and small companies usually. So it is studying sufficient. I feel as a contractor or any type small enterprise proprietor that is attempting to rent search engine optimisation it, attempt to get any individual that has plenty of 5 star opinions, attempt to work with an company that really has monitor file and case research, nevertheless it’s actually laborious, dude. It is a laborious factor. How am I alleged to belief you? And it is nonetheless laborious, even if you happen to discover a respected one as a result of search engine optimisation is tough and a few individuals, that is what most individuals do not need to say, however some individuals should not even do it. If you happen to’re not going to go laborious on search engine optimisation, if you happen to’re not going to truly go laborious, you should not do it. It is actually a waste of your money and time. Even if you happen to’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 laborious 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 if you happen to’re not going to go laborious, simply save your cash and spend it on sponsor a t-ball crew.

John (21:44): Properly, Tim, I admire you taking a second to cease by the Duct Tape Advertising and marketing Podcast. So that you need to invite individuals to the place they may 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): Am I nonetheless plugged in right here? There we go. Yep. Yep,

John (22:00): You are

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

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

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