Weekend Favs March sixteenth

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Weekend Favs March 16th written by John Jantsch learn extra at Duct Tape Marketing

My weekend weblog submit routine consists of posting hyperlinks to a handful of instruments or nice content material I ran throughout throughout the week. I don’t go into depth in regards to the finds, however I encourage you to examine them out in the event that they sound fascinating. The picture within the submit is a favourite for the week from an […]

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 search engine optimisation and net design agency specializing in house service companies reminiscent of roofing firms, HVAC, and plumbing providers. Tim shares his experience on the ever-evolving world of search engine optimisation, shedding mild on the essential elements that contribute to profitable on-line visibility and rankings.

Key Takeaways

Tim Brown underscores the pivotal position 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 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 search engine optimisation efforts and obtain sustained progress in at the moment’s aggressive digital panorama.

Questions I ask Tim Brown:

[00:33] What are the large 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 needs to be thought of to measure efficiency and search engine optimisation 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 at the moment is Tim Brown Hook Company, a Google paid advertisements, search engine optimisation and net design agency that focuses totally on roofing firms, HVAC, firms 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 large issues which have modified in search engine optimisation? I do not know, for instance over the past couple of years?

Tim (00:39): Oh, yeah. So navigating AI is likely one of the largest tough issues that lots of people are attempting to determine. And I’d say the persevering with push to push an increasing number of advertisements onto the entrance homepage of Google, or competing an increasing number of with paid advertisements. And it is the scaling content material factor, and I suppose it is Google’s competitors with chat g BT which can be a number of the largest ones. And I believe a bit bit extra emphasis, it sort of extends exterior of search engine optimisation now, and other people that did not have methods that prolonged exterior of search engine optimisation or those who had been simply search engine optimisation specialists needs to be trying on the different elements that relate to advertising. I believe it is simply not that search engine optimisation goes away. We do not know. You realize 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 search engine optimisation can be round one other 10 years, however I am within the occupation, so it is arduous to know. However I believe it is simply making an attempt to determine work the opposite issues that interrelate to search engine optimisation and work with them collectively. I believe that is sort of an enormous factor search engine optimisation folks needs to be centered on.

John (01:51): Nicely, and the biggie in fact, I imply, I nonetheless combat this battle at the moment. Persons are saying, yeah, I would like any person to search engine optimisation my web site. And it is like, properly, there is no content material. There’s nothing there to search engine optimisation, so to talk. So I imply, you speak about 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 virtually. That might be should you’re an search engine optimisation, that might be your intro to actually stepping into issues which can be adjoining to search engine optimisation, however not technically. search engine optimisation in that content material is, and it goes exterior 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 typically positively have an effect on search engine optimisation while you’re doing good content material.

John (02:36): So should you’re making an attempt to assist any person get began, I do know you’re employed with a number of the, and this may increasingly sound stereotypical, however a number of the commerce professions, they know their enterprise, they know a bit about advertising. And so should you had been going to attempt to inform any person 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 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 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 varieties of content material, like with native search engine optimisation 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. 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 which means 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 a variety of your viewers might be extra superior on this, nevertheless it’s determining, for me, it is determining , why do I would like that stuff? Nicely, Google must know that your web site is reliable, and that is one vote. Each hyperlink from a reliable web site is a vote on your web site, that your web site is essential. In order that’s sort of one of many methods I speak about it.

John (04:30): And a variety of occasions, I do know lots of people will say, properly, why would any person hyperlink to me? You consider the contractor world, I imply, they work with a variety of subcontractors. They work with suppliers of taps or plumbing of some kind. 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 to’re on that. And also you talked about reworking one. There’s different ones clearly in numerous trades. Yeah,

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

Tim (05:10): There’s native ones too, proper? Your chamber of Commerce that you simply’re a part of needs to be a part of, and you need to get that hyperlink too and simply be certain they’re linking to you. After which should you’re a part of a B 9 group they usually have an internet site or wherever, all these networking issues, and that is one more reason why I say this. search engine optimisation effort sort 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. In case you have a producer certifications for producers, these are actual alternatives for hyperlinks too. So a variety of occasions it is sort of discovering the pure hyperlinks that may come to you from all of the folks in your trade. Really, Tommy Meow, who’s an enormous house service trade, he is an superior dude, and he has a enterprise referred to as the Residence 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 fast e-mail or a bit 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 pleased with their providers, might I offer you a testimonial? Would you take into account linking to me in your homepage? And I’ve completed that and gotten ones from very huge web sites. So a variety of occasions we wish to comply with the prevailing relationships and organizations that we’re in and get hyperlinks that approach, 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 at all times talked about it as properly, versus it being type of scammy feeling. It is a very reliable factor. I wish to return to the placement service pages that you simply talked about, as a result of that concept, significantly with house providers, significantly with native companies, is a approach 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 generally. Lots of people have spammed. You go to any person’s web site and it says mainly it is the very same content material, the very same pictures, it simply has a distinct title of a suburb or neighborhood. How do you create these which can be really efficient as a result of Google does not like that sort of content material both. So how do you create these which can be actually efficient and helpful versus being spammy?

Tim (07:34): Yeah, so I’ve tried that previously. I believe each very long time search engine optimisation has, I actually tried to do it with code the place it might inject. I put the title in as soon as after which it might put town title 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 that is why we’re making an attempt to go for long-term helpful content material, search engine optimisation, as a result of it is much less prone 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 assume it is the worst factor. It needs to 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 sort 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 centered content material. So it is okay to do 15 all authentic content material, however possibly 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 variety of totally different pages, however you would additionally reply them once more otherwise. I might reply the query about what’s a backlink 25 occasions a plumber might reply the query, what is the quickest technique to get a bathroom 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 approach. And I believe finally the content material, the an increasing number of 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 a variety of content material on the market, and a variety of occasions, and that’s the sport proper now, proper? We’re placing out a variety 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 a variety of totally different opinions within the search engine optimisation 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 purchasers, then I am virtually being like I am holding them again after I actually 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 consequence pages. So mainly be careful, and that is harmful, nevertheless 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 huge companies with a will need to 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): They usually 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’ll be able to attempt ActiveCampaign free of charge for 14 days and there is no bank card required. Simply go to activecampaign.com/duct tape. That is proper, duct Tape Advertising 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 restricted to new lively marketing campaign prospects solely. So what are you ready for? Gasoline your progress, increase income and save valuable time by upgrading to lively marketing campaign at the moment.

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 material experience in that video, utilizing the transcript and turning it right into a weblog submit, nonetheless customise it, make freshen it up, be certain 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 to’re linking to their web site. However I believe if it is your video, finally you would rep content material repurposing, I believe is sort 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 complete web. I really feel like your complete web is stuffed 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 instance you are an HVAC firm and you are a service seller and also you fed it their handbook and also you used it to construct up for service merchandise that approach, that may be an unimaginable use. Mainly, smaller knowledge units higher data.

John (13:45): And the factor I really 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 believe that is a extremely essential aspect of it. So

Tim (14:01): As folks get, lemme do one final 20 seconds on this matter. Individuals get an increasing number of centered on ai. There’s a possibility to return to the basics of selling, 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 selling, and it’ll inform every part you are doing. So it is nice to make use of ai, nevertheless it ought to liberate a few of your time to then return and get higher at persuasion.

John (14:33): So we began speaking a bit bit about video because it pertains to different content material creation, however how about simply video itself? Do you assume that at the moment, the world we dwell in at the moment, 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 recognize 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 a variety of leads from our personal search engine optimisation, 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 arduous. Some folks wish to watch video, so I incorporate it into most weblog posts. We’re incorporating some sort of video. After which I believe the quick kind video stuff, the TikTok Instagram stuff of the world, it is displaying 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 today and the way can we feed that a 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 trip the wave. If that is what’s taking place, then I’ll attempt to study it, after which I believe you would apply these ideas to your different content material. I imagine most individuals needs to 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 rather a lot and you continue to get higher. All of us get higher by failing at it rather a lot. And it’s, however I do not know if everybody needs 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 assume house service companies mustn’t simply be informing, they need to be additionally entertaining their excellent prospects.

John (16:45): Yeah, I bear in mind we’ve got 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 had been taking a deck, they had been going to exchange 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 really, such as you say, displaying the human facet 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 sort of making an attempt to combine these collectively when attainable. And you will discover should you tried to go, for instance if any person 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 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 sort of model optimistic stuff from it. However I believe you study, that is why it is experiments and studying. And most companies although, mustn’t, I do not know should you ought to do this daily for a 12 months to study, nevertheless it’s enjoyable. It is enjoyable. Have enjoyable together with your advertising if nothing else, have enjoyable together with your advertising. Yeah.

John (18:02): So let’s bounce to the one which lots of people have hassle expressing a variety of, I am positive not you Tim, however a variety of search engine optimisation of us do not actually speak about ROI essentially. What ought to any person 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 an enormous query, John. That is an important 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 mild, it is sort of tender stuff. And we’ve got to clarify to our purchasers why that is good. Why is me rating for extra key phrases, typically not even excessive intent. I believe 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 prone to buy. And we’re simply speaking by that. We’re like therapists for these first six months. And it is powerful as a result of it is unclear. And PPC will get to only be like, Hey, we’re over right here earning money. And search engine optimisation must be like, okay, properly we will make cash sometime. And that is what we battle 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 had been accomplished on their behalf.

(19:28): So that is what we concentrate on. After which we discuss them by why extra hyperlink, we educate. We’ve got to coach. search engine optimisation 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 your online business’s web site. And the extra backlinks we’ve got, 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 submit on the market folks might hyperlink to, particularly if it is a good weblog submit, nevertheless it’s additionally giving topical authority. So we speak about topical authority even with our blue collar trades centered industries we’re speaking about you must cowl a subject extra in depth, after which clearly the placement pages is a bit bit simpler to clarify, 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 search engine optimisation.

(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 seems like lies to house service enterprise house owners and small companies generally. So it is studying sufficient. I believe as a contractor or any form small enterprise proprietor that is making an attempt to rent search engine optimisation it, attempt to get any person that has a variety of 5 star opinions, attempt to work with an company that really has monitor document and case research, nevertheless it’s actually arduous, dude. It is a arduous factor. How am I speculated to belief you? And it is nonetheless arduous, even should you discover a respected one as a result of search engine optimisation is tough and a few folks, that is what most individuals do not wish to say, however some folks should not even do it. In case you’re not going to go arduous on search engine optimisation, should you’re not going to really go arduous, 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 is perhaps full waste to your cash. What’s worse 5 KA month and any person’s really going arduous in your account or one KA month they usually’re not doing something. You’ll be able to see it is a scary factor to rent. And I believe should you’re not going to go arduous, simply save your cash and spend it on sponsor a t-ball staff.

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

Tim (21:51): Yeah. Ought to I am going too arduous 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 staff that is completely centered on roofers, plumbers, and HVAC tech firms. And we actually respect these industries. We love you guys. Thanks for being cool to us Hook company.com.

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

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