More Leads Through Google’s New Local Pack Ads

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Google is keeping me on my toes. But this time, they're also answering one of my oldest prayers.

By the end of this year, Google will introduce "Local Pack ads" to their search results pages. At first glance, this may not seem like a big deal..."Google's putting more ads on its pages - so what?"

But these Local Pack ads are more than what they may seem. They offer fresh opportunity for home improvement companies to garner additional...

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Todd Bairstow Will Cover the Realities of Online Reviews at the HIRI Fall Conference

Home improvement companies often take exception to the unfiltered and unedited reviews that are actively published on the web. But there is a deeper set of behaviors behind online reviews that are often ignored by marketing teams and company owners.

At the 2016 HIRI Fall Insights Conference in Chicago, Keyword Connects’ Todd Bairstow will be presenting, "Reality Check: Online Reviews for Home Improvement Companies," during which he will...

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Home Improvement Lessons From Yahoo’s Downfall

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Oh, how the mighty have fallen. Unless you've been living under a rock, you now know that Verizon is buying Yahoo.

You don't have to be all that old to remember that - before Google was a verb - Yahoo was the Internet's king of search. But as a result of strategic errors - missteps that home improvement companies can learn from - Yahoo lost ground and ultimately succumbed to more nimble alternatives.

What happened? And why? It's...

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Todd Bairstow Discusses How Reviews and Search Engine Rankings Have More Impact Than Social Media in Walls & Ceilings Magazine

You’ve heard all of the hype. Everyone’s on Facebook and Pinterest and Instagram. There’s Tweeting going on everywhere, but not a bird in the sky. And something called Snapchat where messages disappear...but you might be able to advertise there?

The sound and fury over social media can be overwhelming. Consultants, agencies and marketing types of all stripes are asking for you to spend your dollars on this exciting and overwhelmingly...

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What’s Next for Angie’s List?

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We now live in a world in which curiosity is limited only by how fast you can type. That leaves homeowners with little patience for restricted access to the information they want.

Faced with this trend, Angie's List - a Web site known by homeowners and home improvement companies alike - changed its sales model. Ratings and reviews of verified contractors are now free for homeowners to browse.

Prior, Angie's List relied on a...

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What is the Reality of Social Media? Todd Bairstow Addresses This Topic in Window and Door Magazine.

We all know that social media is massively popular, but is it the best marketing option for your business?

For many years, getting likes and shares and adding friends or followers to your company’s social media pages was a common tactic. But getting homeowners to connect with contractors online is much harder than most can imagine. Keyword Connects’ Todd Bairstow discusses this topic in an article for Window and Door magazine.

To read his...

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National Brands & Local Dealers: Making Online Work

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A recent article in Street Fight magazine highlighted why many big, national brands don't view digital as important to local marketing efforts as traditional marketing channels.

Street Fight surveyed 200 decision makers at national brands across a variety of industries. The magazine found that while national brands are growing their digital budgets, they don't rate many digital technologies among their Top 5 tools for local marketing. In fact,...

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Todd Bairstow Discusses How to Manage Online Reviews in Roofing Contractor Magazine

Like it or not, online reviews are here to stay. Today, everybody carries a real-time, "online review machine" (a.k.a., a cell phone) in their pocket.

With just a few clicks, each of us has the power to affect the way a company is perceived by homeowners. Scary? You bet it is. The good news is that turning online reviews to your advantage can have a tremendously positive impact on your ability to drive visits, leads and sales to your business....

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Online Marketing Services: Everybody is Selling Them. Should You Be Buying?

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Seems like everyone with a pulse is selling online marketing services to home improvement companies these days:
“You’ve sold Yellow Pages ads? You can sell online services!”
“You sold coupon programs? Now you’re an expert in automated search engine optimization!”
“Can you fog a mirror? You can sell social media marketing campaigns!”
Salespeople for newspapers, radio stations, TV stations – you name it – now pitch online...

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Google Is Making You Go Mobile

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A year ago, after tracking users' shift from searching on their desktops to searching on their mobile devices, Google dropped a bomb. Dubbed "MobileGeddon", Google essentially issued an ultimatum to Web site operators. Your Web site better be mobile-friendly, or Google will penalize it in its search rankings.

That was a year ago. And despite risking declining search rankings - lower quality scores, higher bounce rates and reduced conversions -...

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