I am delighted to be back from my New Years writing recess. And as I do so, lo and behold, Google is trying to change the game. Sound familiar?
This time, Google is looking to alter its search ranking algorithm (again) with something called Plus 1.
What is Plus 1? Plus 1 is most similar to Facebook, through which you can signal your approval online of someone’s post. To do this, you use the “Like” button. You can “Like” a friend’s picture. “Like” a friend’s status. “Like” a link they posted. You get the idea.
Many remodelers over the last few years have told me about sales pitches from companies like ReachLocal and Yodle. And while I understand their sales pitches to be slick and well-choreographed, these firms make a number of claims that are dubious at best.
But the one aspect of their sales pitches that is most egregious is what I call the “Bag of Clicks.” The pitch goes like this:
After four great years in the famous Waltham Watch Factory building, we have moved. We’ve found some great space in another former factory building…now with more twice the room.
Find us now at:
Keyword Connects 77 Rumford Avenue, Suite #4 Waltham, MA 02453
We’re actually just a short walk from our old location.
We have a new phone system as well. Call us now at our main number, 781-899-3675 and use our directory to connect to the party you want to reach.
Can having too much knowledge about a prospect actually be bad for your business? In the land of the Internet, that may well be true.
My last post considered how remodeling companies use Google to qualify prospects who are considering exterior home improvement projects. For instance, roofers, siding companies, paving firms and solar dealers regularly use Google Earth to assess properties right from the comfort of their offices. They take the time to drive out and meet with homeowners only if their initial review of the property indicates that it could be worthwhile.
I’ve written about how important Google Maps are becoming to home improvement dealers; see “The New Rules of Local Search”. More and more, those maps show up in Google’s search results. In fact, homeowners are now using Google’s maps much like they have used the Yellow Pages in the past.
Having presumably acted on that great advice, you hopefully now have your company’s Google Maps listing up and running.
But the next question is: how can you improve your ranking on Google Maps? Well, while that’s something of black magic, here are three tips that consistently prove their worth:
Industry observers knew the day of reckoning would come one day. For years, Web site operators had secretly and not-so-secretly bought all-important inbound links. Their objective was to game Google’s search ranking algorithm to secure high search rankings for their Web sites.
And for years, buying links worked like a charm. So well, in fact, that the practice became widespread. And then one day, Google decided to down on Web site operators trying to buy their way to the top. In fact, the problem had become so widespread by that point that Google used the opportunity to make very public examples of some very prominent Web sites.
When it comes to assessing your Web site’s performance, knowing what to track is as important as what not to bother with. I’m pleased to have had the opportunity to share some thoughts on this in the current issue of Replacement Contractor Online.
With the passing of Valentine’s Day last week, I’m reminded of the connection between romance and, yes, online marketing.
At a recent seminar I attended for Internet marketing geeks, the speaker talked about Facebook, and how people actually use it. And he presented connecting with prospects on Facebook in terms of building relationships. The trouble is that companies too often use Facebook like one night stands. They want to immediately swamp their prospective customers with offers and promotions to consumers to part with their money as soon as possible.
But the reality is that Facebook users don’t want one night stands. They want to be romanced.
The manufacturers and brands of the products you sell are an important source of leads for you. Many homeowners will reach out first to manufacturers to indicate their interest, perhaps by submitting a Web form on their Web sites or calling their call centers. In this two-part video post, Todd answers the question, “How can you ensure that you’re getting your fair share of those leads?”
In my last post, I reviewed the meaning of Web site “visits” . . . and “cheap visits.” You get cheap visits from Internet users whom you don’t stand a chance of ever selling anything to: perhaps they don’t live in your marketing area or they simply wanted to sign up for your sweepstakes giveaway.
Let’s now consider another Web marketing metric: “page views.”
Simply stated, one page view is one of your Web site pages viewed by one visitor. If one visitor views five pages, that’s five page views. If ten visitors view one page, that’s ten page views. If one visitor views one page, jumps to another page, and then returns to the original page, that’s three page views.
Every week, Todd Bairstow—our online expert—shares his wisdom on an aspect of Internet marketing for home improvement companies. You can read his thoughts here on his blog or you can subscribe, and we'll send you his latest posts each week.
