Every builder has gotten the call, message or email from some random company that claims, ‘I can get you on page 1 of Google!’ WARNING: AVOID THEM LIKE THE PLAGUE!

The process of improving your visibility when a lead does an online search for your services is called Search Engine Optimization (SEO).

Should a builder be investing in SEO? If so, how should they approach SEO for their business?

In this new episode of Conversations that Convert we answer these SEO questions and more. It’s called “Lead Generation for Builders: Part III- Search Engine Optimization”.

We have a special guest from Floodlight SEO, Jens Rhoades. We explore why SEO is such an important tool for lead generation and provide some practical tips on taking full advantage of it.

No matter if your focus is home building, remodeling or both- you can learn how SEO can be used to drive high-quality leads toward your website. Watch/Listen/Read to this episode, and start generating more business today!

Builder Lead Converter ATTRACTS, CAPTURES & CONVERTS high-quality leads for builders so they can pick & choose their clients & jobs. Find out how at https://www.builderleadconverter.com

 

Transcript:

 Today on Conversations That Convert, we’ll be talking about lead generation for builders and search engine optimization. What is it? How does it work? And do you need it? Let’s get started.

Welcome to Conversations That Convert, every week, we’ll spend about 10 to 15 minutes tackling relevant lead generation, marketing, and sales topics for remodelers home improvement companies, and home builders, Conversations that Convert is brought to you by builder lead converter, your perfect sales assistant.

And now here’s Rick and Daiana. 

Rick: Hey, welcome everyone to conversations that convert. Thank you so much for joining us. Daiana is off today. We do have a very special episode lead generation for builders. This is part three of five. We’re going to be focusing on search engine optimization, and we have brought in a very special guest. His name is Jens Rhodes from Floodlight SEO. Jens, welcome to conversations that convert. Thanks for joining us. 

Jens: Thanks for having me. Appreciate it. 

Rick: So Jens is our local guru that we go to. He works with a lot of our homebuilders and remodeler clients. He’s going to go ahead and give us a rundown today of search engine optimization. Everything from just the basics of what it is to a little bit more technical aspects of search engine optimization. Again, this is all part of our lead generation for builders. And the question we get asked all the time is, you know, how do I generate more high-quality leads? Should I run ads? Should I send out direct mail? Should I, you know, go online and run Facebook ads or should you get the question show you search engine optimization?

So the number one marketing challenge we know that a lot of you are facing today is, how do you get more high-quality leads? My common response is it’s easy or fairly easy to generate a lead or at least a lot of bad leads. It’s a lot more difficult to generate high-quality leads. So that’s what this topic today is all about. Search engine optimization. So Jen’s again, thanks for joining us. Jen’s, why don’t you give us this introduction to SEO? You know what it is, why it’s important, and maybe when it’s not important?

Jens: Okay. So every time you, somebody does a search- Google has to take that search in and, and say, okay, what websites do I have that correspond to that search? And so it comes back and it gives you a list of websites. And that list is in order of what it thinks is the most relevant, most important, right? And so with search engine optimization, what we’re doing is, we are taking a client site that may be not on that list at all or might be very low on that list, like pages 2 through 10. And what we’re doing is we’re convincing Google to change its mind about what it thinks is important. Okay, so like it already has its decisions made, especially for common searches that happen frequently.

Like there’s a set order and it’s very comfortable with that. There’s no reason for it to change its mind until you kind of force it to change its mind. And so with search engine optimization, that’s what we’re doing. So what, what we as an SEO company do is, we’re always looking at Google and we’re saying, okay, so what is Google value? What does Google look at when it’s making its determination of what order to put those sites in? And so what can we change in our client sites so that when it’s making those decisions, we come out with more estimation in Google, with more importance put on us, and so on? That’s what it is. It’s, it’s tricking Google into thinking it’s, you’re more important than it currently thinks you are. 

Rick: And it’s specifically for home builders and remodelers. Why is SEO important for them? 

Jens: It’s incredibly important because it is like you alluded to, it does provide higher quality leads than pretty much any type of other marketing activity. And the reason is simple with almost all the other types of marketing that you’ve got out there you’re kind of an interruption. You’re kind of intruding into their day with search engine optimization because it only matters because it only happens when somebody initiates that first search, you aren’t an advertiser, you are the solution to the problem that they’re having right now, right? And so you entering into the equation.

As the solution is given to them by Google, which is something that they inherently trust, it feels like a trusted recommendation. So a lot of home builders really, and, and remodelers really understand the value of, of a warm introduction of a warm referral of, of, you know, like people coming to them in that way. And this is the only type of marketing that kind of mimics that as far as quality of, of, of lead and people that are, you just get people that are more inclined to trust you more inclined to like, and give you a real shot at getting that business. 

Rick: And you commented on interruption marketing versus permission-based marketing. We talk about that a lot. You know, all of our strategies are based on really, permission based. So in other words, I am a prospective home building or remodeling client. I’m looking for information to build a home or remodel a home. So I’m seeking it. I do my searches. Google is what you’re saying is more or less like my trusted advisor. And the search results that come up on that page one, I look at that as like, it’s like a friend telling me, Hey, you should check out this, this, this, and this. Those search results are like, oh, well, I trust Google.

So therefore these must be good, relevant options for me. And then I dived in that’s when the fun starts for us is because then we start to work on establishing trust and value, creating that compelling reason for them to opt in, which is that permission-based, and then getting permission to, you know, follow up with them and start that relationship. So. I think that’s a great way to say it. It’s like, you know, asking a friend, who should I talk to? And Google that is that friend, is SEO a bad idea or is it ever a bad idea? 

Jens: Yeah, it’s sometimes it’s just not the right solution. And you can, you can tell if it like in some, in some industries, there’s just if people aren’t looking for that kind of thing you know, if it’s not a structured existing desire that people know that there’s a solution to, then it’s not a good solution, but for home builders, you know, like people know that people build homes and they want homes that have to be built. So that’s not ever an issue. But what is an issue sometimes for people is the nature of SEO is there’s only the first page matters, right? Like page two is page 10. Like if, like the results that you get from SEO are powerful and good, but it’s not like other types of marketing where you where you just, you know, like if you go and buy a billboard, you get a billboard, right?

And so you there’s a very much you get what you pay for kind of thing. But with SEO, if you’re doing it with a company, you’re not hiring a company that’s just going to give you the first page of Google. Necessarily, you’re paying basically a mercenary who’s going to fight on your behalf to change Google’s mind. And so, you know, and simultaneously your competitors are paying other mercenaries to fight on their behalf. And so it’s this big fight and we’re all trying to get Google to like us more. Then them but it’s, it’s a, it’s a constant fight.

And so now, we’ve had really consistent results but you have to have the right mindset as a, as a home builder or a modeler, you have to know going into it that it’s, you know, there’s, it’s, it’s an ongoing fight and it’s not guaranteed your rankings will fluctuate because other people are trying, and Google changes its mind about what it values all the time. That’s the reason that the SEO that we do today has very little in common with the SEO we did a year ago and, you know, two years ago. Forget it. Like, we don’t do that at all. It’s…

Rick: I equate, I equated it to, I was talking to a client yesterday and I, I said, it’s like climbing a mountaintop. You know, you, you, you see that mountaintop, but you know, for a part of that stretch you’re going up and then all of a sudden you’re like, oh man, I gotta go down in the valley in order to get back up again. And so it’s like this, constant up and down, especially when Google changes its mind and what it thinks is relevant or how it’s going to how it’s gonna rank you from a relevant standpoint. And you, and it’s so true. You know, we don’t think about that. We’re, we’re all fighting for a scrap of real estate. It’s the first 10 listings on the page. 

Jens: The top half of that first page. 

Rick: Yeah, the top half, exactly. Talk about a king-of-the-mountain type.

Jens: That’s exactly it. So, when you’re thinking about it as a mountaintop, I like to talk about it as a game of King of the Hill. Because, it is that mountain, but there are also other people trying to drag you down. And when does it, and this is important, when does it get… the most difficult, a game of King of the Hill, it’s when you’re on top, because that’s when everybody’s trying to pull you down.

Rick: Down, sure. 

Jens: So one of the questions that I get from people right away who don’t, you know, maybe haven’t done SEO in the past, or they didn’t have a good experience is how long do we have to do it? And the answer is you have to do SEO for as long as you want to win. As long as you want to get these leads, because if you stop, what happens, they pull you down, right? Or Google changes the rules and doesn’t like what you do anymore. And so, so it’s an ongoing thing. And so back to the original question when is it a bad idea? It’s a bad idea to do SEO if you don’t have the right mindset to, and then stick to it, right? 

Rick: The long-term mindset. 

Jens: Some people are just very transactional in, you know, I paid this, I get this. And so if that’s you, then you’re going to have a bad time with SEO because the realities of SEO are you go up, you go up, you go up, you stay there, you, you know, fight and then somebody pulls you down or Google changes the rules and then there’s a dip and, or, you know, they changed the algorithm and then we fight him, get our way back up again. And so it’s a, you know, there’s a, there’s an ebb and flow, and even in a successful campaign like you get, sometimes people expect every month to look better than the last. And sometimes you can have plateaus that last a long time. until you push your way through it. And, and, and then all of a sudden there’ll be a surge forward and then another plateau, and sometimes there’ll be dips.

Rick: I think that’s really good advice though. You know, just thinking like anytime you want it, you want to jump into a new endeavor, you have to have that marathon mindset. And that’s like, yeah, what happens during a marathon? Well, you might cramp up, you may have to stop and walk. You may have to go use the bathroom, you know, but ultimately it’s like 26.2 miles later, there’s a, there’s a finish line, there’s a finish line there. And there’s going to be lots of stuff that happened between the start line and in the, in the finish line. We had a client just the other day that, I mean, this always boggles my mind.

It’s like spending a good chunk of money getting set up, building them a brand new website, and putting together client acquisition funnels. They went out and hired a marketing company, you know, such as yourself to drive more traffic to the site where we’re setting up our KPIs, managing everything, three months into it, they want to cancel. And I’m like, why would you go through all of this work and time and effort and money if you didn’t have that long-term mindset, you know, that, hey, this is what it’s going to take. So I think that’s very important, yeah, with SEO is like, it’s not, it’s not a quick fix. It’s long-term. And actually, some of our mutual clients that you’ve been working on their websites for years.

I mean, they’re seeing a lot of the fruit of that now, but it’s taken a long time to get there. Some markets are easier than others. But case in point, I had one of our mutual clients, we’re in a meeting and he said, we just got a lead for a 10 million home from a guy in Canada, who found us on Google looking for Lakeshore properties. And but there we were, we were on page one, you know, for what he was searching from and it’s a 10 million custom home. So that’s the type of mindset that you, you have to have, but let’s get into a little bit more of the, you know, some of the basics of search engine optimization. Talk a little bit about keywords and maybe some of the technical SEO basics. 

Jens: Sure. So one of the, the first place you really start from with kind of doing an SEO campaign is you, is you go, what do I want to show up for, right? Because, and those are your keywords. What, what do people type in? When they’re looking for a company like you. So basically what you do when you pick keywords is you’re saying, what are the conversations that these people are having with Google where introducing them to me would be an appropriate next, next step and a good step for our business. And so typically what you want to do is and people get weird about keywords.

Like there’s entire expensive keyword tools out there that, you know, you type in like a seed keyword and it’ll come back with it’ll talk to the computers and the artificial intelligence and come back with all the variations of, of everything that it can think of. And that’s weird. It’s, it’s just not that complicated. Keyword research is actually very, very straightforward. And so here’s how you do it. You look at what you do and how can, how would people describe your type of business. So home builder, new home builder, custom home builder, you know contractor those kinds of things. Like it’s, it’s straightforward. And then you combine that with anything that differentiates you.

So say you’re a green builder, right? So you do eco-friendly buildings. That’s great. Say you do in informed concrete. Anything that separates you from average, you also want to include variations that include that. So if somebody is looking for your type of building specifically, that you can put a flag down and say, this is, this is what we do. But you also want to show up for the more general terms like the home builder and the custom home builder or modular home builder or whatever it is, then you want to combine that with all of the localities that you want to show up in.

And so. Where I see people messing up with this is they just kind of, they, they just try to go for like the big city that they’re by. And so they throw themselves into a competition then with a bunch of people and deep pockets and established SEO systems. And so like, like with SEO, you’ve got a bunch of people that are already at the top of that mountain.

Rick: Yeah. Right. 

Jens: And so if you pick a huge mountain. To go after is your only way of success, right? Then you start kind of climbing and then it’s a long, long, hard slog before you get any of the results that you’re looking for. Whereas if you were like, yeah, I do want that city, but here’s all the suburbs, the affluent suburbs that we know we can build in. Here’s the towns, here’s the developments in the neighborhoods and the whatever counties, whatever else. However else you can split that locality up and you start making content for each of those, then all of a sudden you have pages, little mercenaries that are climbing all of those little hills, little hills, big hills, mountains.

And so success as you grow, the SEO power of your site is. You’re going to win on some of those smaller hills a lot faster than you’re going to win on that big one. And so as you start, you know, like we’re going to mix metaphors away from mountains here for a second, but let’s pretend that the tide comes in, right, and you’re on a boat riding that tide, well, the SEO that you do for your site, it raises up the boats. Right. And all of a sudden that boat might be at the top of that hill, right? That’s now covering everything. And so like, you know, it’s just an easier way to, to get success a lot faster. A lot of companies, including mine at one time said, you know, you know, six to twelve, six, six to eight months is what you have to invest in time in order to start seeing the fruits of your labor.

And then recently the industry as a whole kind of moved to eight to twelve months to see the results of your labor, but we found that if you do it the way we do it, which is just writing a ridiculous amount of content, like, like dozens and dozens and dozens of pages, you know, for these, you know, combination, you know, like we’ll have an entire page about custom home building in this development or custom home building in, in this little, you know, a suburb that nobody else is really paying attention to because it’s, you know that there might be only like 10 searches that happen over the course of a year for somebody, but those searches are always somebody that’s looking to buy a house to build a house in that area.

And all of a sudden you get that lead and you know, like, like that long tail kind of stuff, that low search volume keywords, you can make a lot of money off of, off of going after those because most SEO companies won’t go after them because, you know, and it’s because it’s, it’s a lot of work to make all of these pages about all of these little areas you know, like most of the time they want to say, you know, like we’ll give you 10 keywords or go after 50 keywords or, you know like they really limit you but for anybody who’s building homes or remodeling, and you’ve got an area that consists of, you know, a decent number of localities. You’ve got a few keywords, core keywords that matter, and you’ve got, you know, 5, 10, 15 communities that you’d like to show up in. 

Rick: So just to go back to your metaphor analysis, what I’m thinking is that what you really want to do is go out and find those king of the hills where there is no king.

Jens: Right.

Rick: Right prime on top of the hill and say, Hey, I’m here. Now, there might, there’s lesser people looking for that, but you can get on top right away and you don’t have the 800-pound gorilla who’s already there that you’re trying to pull down. 

Jens: I know.

Rick: It takes a long, long time. We talked about it briefly. We’re talking to a prospective client who’s between San Antonio and Austin. And he’s asking about FCM. And I said, you know, If you go after San Antonio and Austin, yeah, it’s going to take a long, long time to make an email but look at all the towns around that area. Go after those, and I love it. It’s just that one plus one. What’s the service and what’s the locale? Combine those and there’s your content, and then you just write a ton of information. So Google looks at all that content and says, How can I not make this relevant, this website relevant?

Because there’s so much content for this specific location in town, and we had, we had a client in Canada, too, whose, whose company name is this is the same name as an area of a certain community, and he was showing up in searches because the two, the two matched, you know, someone was from that area, the Google location was showing that this is where they lived, and they typed up remodeler, and his name matched that, and Google says, okay, here you go. So it’s really interesting how that, how that works. So we talked about local search. Tell us a little bit more about like some of the technical SEO basics. What are some things for your website that are going to hurt you as it relates to search rankings? 

Jens: Okay, so with SEO you can do a lot of things right. But if you have a few technical things it can take you out of consideration entirely. It just kind of pulls, Google just looks at it and goes, Hmm, this is, this is weird and they’ve got enough options, right, that they don’t need to include you. So if you don’t get a few of these, you know, technical things, right, then they’ll just take you out of consideration. And, and, and, and unless you’re not if you’re not paying attention, you wouldn’t even know that you’re being penalized because, because of these things. And so these are things like. Having a mobile-friendly website, right? So does your website look good on a mobile phone?

So, like, are the links easily clickable? Do you have to scroll from side to side? Because if you have to scroll side to side on your website on a mobile phone. Forget it. Google’s just like, get out of here. And so mobile-friendly websites are important. Having a site that loads quickly is important because people don’t want to wait around a long time. It’s so, it’s so what they do is if they click yours, if they click your page and it takes a while to load, then all of a sudden what happens is they just back up, they just say, nope, you know, like get out of here, pick somebody else.

And that sends a clear signal to Google that people are not loved when Google sends them to you, and so they just stop sending people to you and it’s just that easy. And so that’s a big one. And then another one is SSL certificates. So like have you ever noticed that when you go to websites at the top of the URL bar, there’s going to be a padlock and that padlock is going to be closed usually and when that padlock is closed, it says, you know, it’s that sells Google that that site is secure and it’s just back end code nonsense that we don’t even need to get into. But if you don’t have that, then that padlock is open, and more and more, Google is just saying, this is an unsafe site. We don’t like it. I mean, it’s silly because that SSL certificate used to be exclusively for things like sites that would take your money. 

Rick: E-commerce, right? 

Jens: Right. And so, but then Google decided, you know what, let’s make everybody. So everybody had to pony up a little bit more money and get their sites. 

Rick: And now if you click on one of those sites that doesn’t have an SSL certificate, you get this big warning sign, right? Danger, Will Robinson, you know, don’t, don’t go ahead because this could, yeah, I know, I know, I know exactly what you’re talking about. I think we’ve all, we’ve all seen that. Okay, well, let’s, let’s keep going here. Let’s talk a little bit about local search. Google my business online reviews, you know, citations, kind of like the, I would call this like the impetus or like sort of where you start when you get into search engine optimization. But what does that look like? 

Jens: Okay. So, with, if you’re serving a specific locality as its remodeler, it needs to have a strong presence on Google business profile, right? And, and that’s changed its name over the, over the years. It used to be Google Places, Google Business, Google, my business Google Maps business. And so now it’s Google business profile in six months. When you, you know, if you’re watching this a year after this was filmed. It’ll be called something else. They…

Rick: So just to describe it, this is when you search for a local company and you’ll get a map that pops up and there’s a list of companies next to it with like teardrops on the map showing these are the locations for these businesses in this local community.

Jens: Right. It’s, it’s whenever…

Rick: It’s time for describing. . .

Jens: And usually there’s three of them if there’s somebody paying to be there, then there’ll be four. And that top one will have an ad written next to it. So. Those can be an incredibly good lead source, a source of leads themselves because people because having it be next to the map is important because it gives people a sense of you’re truly local rather than you know, coming in from kind of outside areas, which is incredibly easy to do with a proper SEO, like you can make a site rank. In the organic listings even if they’re far, far away, right? I’ve got, I’ve got clients that have a shop, but they have people that fly in for them. And so we are ranking across the entire Midwest, right?

Because that works for them. But if you only have clients in your local area, like a home builder remodeler, then showing up in that map pack is, is good and helpful and important. And so, but it’s important to know that how you’re shown there, what really matters is the reviews, right? Because you’re, you know, there’s three of you there. And so like they typed in, you know, home builder in this area, and then Google gives them a list of three, and right next to it is going to be like your star rating, like how, you know, how, how high it is on a scale of one to five.

And the number of reviews that you have. And so, if you show up there and you have a 2-star rating or a 3-star rating, or even a low 4-star rating and everybody else has a 5-star rating, then you don’t come across as the safe choice anymore, right? Like, it can pull you out of consideration if you have a bad reputation, if you have a bad review system.

Rick: So I just, I just pulled up an example of this here while you’re talking. So I typed in Houston Home Builders. And so these are the first three that you’re, you’re talking about. This looks like the first organic results here. And then we’ve got up here, the sponsored results, but here’s the map. There’s the teardrops. And then you’re talking about reviews. So this particular home builder has a lower average review rating than MI. But MI has 60 reviews. This one has 277. 

Jens: Right. And so right away, people are going to be looking at this and they’re going to be making a determination. And so now these guys, MI and Kalina are going to get the call before Legion does, because Legion, whereas it does have a higher review thing by one, it doesn’t have as much basis. Now it’s still probably going to get called because, because of that 4.5 and everybody else is a little bit higher. But so this isn’t actually a very, this is actually a very even thing. The one that’s in the best position though, in my estimation, is Kalina Holmes. Because even though it’s a 4.3, the number next to it makes it seem like everybody chooses it.

And so, people are inherently attracted to do what other people do. Right? It just feels safe to do what other people do in numbers. Basic bandwagon kind of propaganda, right? And so if you can look like the default choice in your market, then you’re going to get more business. And so if you have fewer reviews than everyone else, or then your competitor, then your, then your competitors, then you need to have a much, then you need to have a higher 10 reviews. And 11 reviews and 22. And so these, I’m sure these are fine companies, but there’s a reason why they’re not in that top three. 

Rick: Yeah. 

Jens: And the reviews are definitely part of it because and the other part is going to be just plain old organic rankings citations and citations are important for, for this kind of thing, because like, basically what, what you do is you list your Google, list your business in Google, and then one of the things that it looks at to determine if you’re important is how many other places you’re listed. And so it’s going to look at Bing, it’s going to look at Yahoo, it’s going to look at Yelp, look at CityPix, it’s going to look at the Yellowbook, it’s going to look at Manta and CitySearch, and all of these other places. 

Rick: Let’s talk a little bit more about that. That would be the citations, right? 

Jens: Right. 

Rick: Give us a, tell us a little bit more about the site, local citations, and how that affects this. 

Jens: Okay, so with citations, it’s just your name, address, and phone number on a business on a list of other businesses. And so like, here are the business here, the home builders in this town, and then it’ll have a list. And then there’ll be another site like city search, and it’ll, it’ll have its own list. And so you want, what you want to do is you want to get on as many lists as these as possible because each one of these citations just makes Google know that you’re legit. Now, there are a lot of ways to do that. You can sign up for each of them manually. You can hire a company to sign up for them for you.

You can sign up for companies that do managed listings like Yext and it’s I think where basically you get put into Yext and Yext releases a feed to a portion of these. And there’s some thought that, that, that if you do it, a managed listing, it’s, it’s trusted more. We haven’t necessarily found that that bears out. But the nice thing is if you change your information in the managed listing service then like the extra bird eye, It automatically populates across a wi-fi. So like, if you do everything manually, you have to go through and change everything manually. 

Rick: And is it true, I’ve also heard that it’s very important to have consistent information. In other words, the phone number, the address, and the URL are consistent across all these? And if it’s inconsistent, that can hurt you. 

Jens: Right, because Google does not do well with, like, Google gets smarter all the time, but Google is still not very smart. It’s just not. And so, Google does not do well with ambiguity. So like if your address is, you know, you know, one, two, three, main street, you know, main, main street, and you put S T R E E T over here, but over here, it’s S T and then that ambiguity kind of makes Google panic at first. So it has to be consistent. And the trick is, to make Google your first one. There are some people that say, you know, Google should be your last one so that it looks at it and everything sees it.

But, you want to make sure that your listing is at least, that your listing is in Google because Google will often change how you put your address. And so how Google displays your address is not necessarily how the post office displays your address. So you need to have it in Google because everything else has to be the same as what it is in Google. Because if you have it, you make it everywhere else and then you make Google and it changes it to a different format, then all of a sudden all of those other citations that you did are working against you.

Rick: Oh, wow. 

Jens: Yeah, so well.

Rick: So let me recap here. Some of these technical SEO basics and then also some importance for local SEO. So mobile is a friendly website. We got to make sure that our site looks good on mobile. We got we need to make sure that it loads quickly. The site speed. That’s another test. We have our SSL certificate. So that padlock on the on the URL is important. And then google my business listing to get that done. Optimize it with reviews. So we have to gather and manage those. And then also the importance of local citations and being consistent with those.

Now we just have a couple of minutes left. We need, so we need to wrap it up and bring it home here. But one of the things you mentioned early on was content. And you just produce this overwhelming amount of content that really Google cannot dismiss. So give us you know, in two minutes here what are some of the content strategies and why that quality content matters?

Jens: Okay, so for SEO the main thing that matters is going to be the location pages. So you have to have pages that correspond to each of the locations that you wanna show up, you know, and it needs to be combined with, you know, the primary services. And so, because that’s gonna be your people’s doorway into your site. And so, you know, think of those as landing pages. They can’t be weird kind of secondary pages. They have to feel in a way like, it’s the first impression. That’s what they’re going to see first. So the content has to be good. The calls to action have to be good. You know, like treat it almost like a homepage because people are going to, because people who are doing searches are going to feel like that’s, you know, it’s, it’s the first thing they see.

And so it has to say, yes, you’re in the right spot. This is what we do. And then it has to do some other things like it has to show the testimonials, case studies and has to build that case that so that when somebody sees that page, they go, I’m in the right spot. These people do what I want, and they look like a safe choice. They look like they’re worth talking to. And so you want some pictures there of, you know, your beautiful homes. You want testimonials there and you want content that shows that whatever it is they look for, you know, like if it’s, you know home building on this specific lake, right? That. You do that. So they go, okay, this is it. This is an option, you know, and then you get, you get that call and they might call other people, too, but the goal is to get that lead. 

Rick: You got to try it Adam is all you want, right? 

Jens: Right. 

Rick: So I think, yeah, just to bring it home here. So what I hear you saying is we always define our locations first. So here are the locations we want to target. We combine those with the services that we will provide at those locations. And then we make sure we have just a tremendous amount of content, not only about that location but about those services. Combine it with nice, high-quality imagery, and testimonials. So it’s all about building confidence. And I, and I, and this is one of the things I tell our clients too, is that, is that your lead will continue to search to find a solution to their problems until they find a local source that gives them what they’re looking for.

Once they find that local source, they stop, they stop. Now it’s you. And I always say it’s your sale to lose at this point. You know, it’s like you can screw up a hundred different ways, but that you’ve got their attention. They trust you. They see the value of what you’re doing. You’ve got relevant content there. You’ve attracted that high-quality lead. Okay. Give them a call to action or a lead magnet. Give them an offer. Once they opt into that offer, let’s, let’s do a very specific type of marketing segmentation follow-up campaign. Give them a compelling reason to want to get on the phone with you, and then you’ve got to run with it from there. I mean, that’s really where it comes down to all these ties together. Jens, it’s been great. If people want to get in touch with you and find out more about your company, what would you have them do?

Jens: They can go to floodlightseo.com or they can email me at jens@floodlightseo.com 

Rick: And we’ll put a link right below the video here for anyone that’s listening to this that wants to check out Jens, but we’ve been working with Jens for years and I really love working with you. So, thank you so much for all the great content here. It’s been wonderful I know it’s we could go on and on for days on this stuff, but I think you gave a really good concise explanation of what SEO is and why you need it. So until next time, thank you so much for joining us on conversations that convert and we’ll see you around the corner.

Jens: Thanks.