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Digital Dominance Blueprint

Need Your Attention Please...

• Turnoffcellphones• TurnoffFacebook• Ifyou'reaPlumbingorHVACBusinessownerandyou'reseriousaboutgettingbetterresultsin2017thenext60-90minuteswillchangeyourlife

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What we will cover today

• ThelatestupdateswiththeGoogleAlgorithm• Thethingsthatyoumayhaveputinplaceinthepastthatcouldbehurtingyounow

• HowtooptimizeyourwebsiteusingtheNEWSEOFormula

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Who Am I & Why Should You Listen To Me?

• Author of the Complete Guide to Internet Marketing for Plumbing Contractors & How to Triple your Sales by Getting Your Internet Marketing Right

• Active member of the PHCC, QSC, Nexstar Network, Service Roundtable & ACCA

• Spoken at PHCC, QSC & other industry events across the US.

• Articles published in Plumbing & Mechanical, Contractor Mag & HVAC Insider

• Widely accepted as the premier expert in the internet marketing for Plumbing & HVAC Businesses

• Worked with Plumbing & HVAC Business Across the US & Internationally

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Hundreds of Plumbing & HVAC business owners…

This is what we do8

Recent Changes to the Google SERP

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•Only Ad’s along the Top & Botton…no side ads

•Google Map Listing reduced from 7 results to 3

•Google Is serving Paid Ads in Map Results

•Testing Google Home Services in San Diego & other markets near California

•Home Services + Google Map

•Google rolled out “Mobile First” indexing

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Only Ad’s along the Top & Botton…no side ads

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Google Is serving Paid Ads in Map Results

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Maps + Home Services in San Francisco

The 3 Biggest Changes

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1. You can no longer get away with duplicate content.

2. You have too many irrelevant / low quality links pointed back to your website

3. You need a real, physical office to rank well on Google Maps.

1. You can’t get away with duplicate content anymore

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• Most plumbing / HVAC companies serve a 25 - 50 mile radius (lot’s of little cities & towns)

• It used to be common place to setup pages for each city & keep everything the same but change only the city.

• Lot’s of guys setup multiple micro-site targeting different cities with the same content only changing the cities along the way

• Your pages must be UNIQUE from one page to the next & from one site to the next

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2. You have too many irrelevant / low quality links pointed back to your website

• It used to be ALL ABOUT Links

• The Penguin Update addressed that and now it’s all about quality & relevant links

• You are going to have to review your link profile, find the bad links & either have them removed or disavowed

• Work to diversify your anchor text & build more, high quality / relevant links.

3. You need a real, physical office to rank well on Google Maps.

•Google Maps had a MAJOR change with the Google Pigeon Update

•Primary addressed Local Map Listings

•Took a major toll on those who:

•Had multiple FAKE addresses

•Used UPS Stores, Mailboxes Etc, Virtual Offices

•Worked from a home address & have the business address hidden on Google My Business

•You need a REAL physical business address in the city that you want to rank

What else has changed?

• Old fashion SEO is no longer effective

• In the post panda, pigeon, penguin era it’s all about User Experience Optimization

• The NEW SEO approach requires a heavy focus on User Experience Optimization

What are the NEW ranking factors?

• CTR is KEY (Click Through Rate)

• Scroll Rate is essential (Are they scrolling down once they get to your homepage or website)?

• Time on page is a big deal

• Bounce rate is something to watch very closely

• # of citations, reviews & relevant links

The NEW SEO Formula

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•Figure out what the most important keywords are based on your service, service area & search volume

•Google Keyword Tool, Wordstream, SpyFu, Google AdWords

•Setup a great website with unique pages targeting those keywords

•Pages for each service & each city

•Optimize your website for User Experience

•Optimize your site for SEO - On Site Optimization

•Build your authority - Off Site Optimization

•Track your results

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Plumbing KeywordsYour City + plumbing Your City + plumber Your City + Plumbers Your City + water heaters Your City + bathroom remodeling Your City + tankless water heaters Your City + leak detection Your City + drain cleaning Your City + shower repair Your City + boiler repair Your City + plumbing contractor Your City + emergency plumber Your City + water heater repair Your City + shower installation Your City + water heater installation Your City + sewer repair Your City + commercial plumbing Your City + commercial plumber Your City + repipe Your City + repiping

Your City + residential plumbing Your City + tankless water heater installation Your City + sump pump repair Your City + residential plumber Your City + garbage disposal installation Your City + water softener installation Your City + gas line installation Your City + water softener repair Your City + clogged toilet repair Your City + sewer line replacement Your City + hydro jetting Your City + trenchless sewer repair Your City + gas line repair Your City + trenchless sewer replacement Your City + slab leak repair Your City + tankless water heater repair Your City + burst pipe repair Your City + septic tank plumbing Your City + water filtration system installation Your City + backflow testing

Download the keyword list at www.PlumberSEO.net/plumbing-keywords

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Download the keyword list at www.HVACSEO.net/Keywords

HVAC Keywords

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•Strong website with good content & user experience (UXO vs. SEO)

•Leverage Multi-Media to improve on-page time

•Pages for each of your Services

•Pages for the Cities that you serve

•Unique Content & NearbyNow to pass heat map data to the city pages

•Unique Content on every page

•Keyword in the Title & H1

•Meta Description that SELLS The click

•Name, Address, Phone Number in the footer

•Blog with ongoing updates

On Site Optimization

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Live Example

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Live Example

Who wants to volunteer?

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Off Page SEO

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•Claim & Optimize Google My Business Listing

•Get lots of citations across the web

•Build Up Online Reviews leveraging best in class tools like ReviewBuzz, Customer Lobby, NearbyNow, BirdEye, etc

•Build authoritative links back to your website from other websites

The Secret To Getting Ranked on the Google Map

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The Secret To Getting Ranked on the Google Map

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How to build up good relevant links

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How to build up good relevant links

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What do these results have in common?

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•Claimed & verified Google Map Listing on Google My Business

•NO-SPAM in the Company Name

•Lot’s of Online Reviews

•Keyword in the Title Tag “Allentown Plumber” or some variation

•Lot’s of citations with consistent reference of NAP

•Solid link profile across the web

The NEW SEO Formula

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•Setup a great website with pages with each of your services & for each of the cities that you serve

•Get your keyword & geo modifier in the Title of each page

•Use Unique Content on EVERY Page

•Leverage multi-media to enhance time on page & reduce bounce rate

•Get online reviews across the web

•Build your citations & consistency

•Post updated content on an ongoing basis

•Build links & authority

•Leverage Paid Search to identify high converting keywords

Track your Progress & Results

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•Keywords Ranking Report - BrightLocal

•Traffic Trends via Organic - Google Analytics

•Call Tracking - CallRail, CallSource, ServiceTitan

FREE: 2017 SEO Review

• Analysis of Online Visibility • Custom Keyword List of most important search

terms • Ranking Report showing where you rank currently • Analysis of Online Directory Listings & Consistency • Analysis of Online Reviews and Reputation • Analysis of Social Presence • Analysis of Website Conversion Effectiveness

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www.plumberseo.net/schedule