Levergy
With Google's massive March 2024 core update, the shift towards creating people-first content has revolutionized how we engage with our audience and optimize for search engines. This comprehensive guide delves into crafting content that genuinely resonates with readers, ensuring it not only meets their needs but also adheres to the evolving algorithms of search engines like Google. Let's explore key strategies for aligning your content with your audience's expectations, infused with SEO best practices to enhance visibility and engagement.
Alright folks, let’s dive deep into the heart of your home service business, where marketing shakes hands with operations. If you're thinking marketing alone will skyrocket your ROI- spoiler alert: that's not entirely how this works. Yes, marketing is the flashy frontman getting the leads in, but operational excellence is the rock-solid drummer keeping the beat that drives your business forward. Let's break it down on how these two powerhouses collaborate to not just meet but beat those ROI expectations.
So before you start blaming whatever marketing vendor you're using for poor ROI, let's help upgrade your knowledge here.
Choosing the right platform for your business's website is crucial, especially for those in the competitive home service industry. SEO, or Search Engine Optimization, is the backbone of online visibility and can significantly influence your business's ability to attract and convert leads. This detailed guide comparing WordPress and Wix will guide you through each platform's SEO capabilities to help you decide which is best suited for your needs.
In what may be the most overlooked marketing exercise in the trades, it's time to talk about creating customer personas.
If you're unfamiliar with the concept- or even if you are familiar, but have avoided this process- understanding your audience is not just beneficial; it's crucial.
Understanding your audience is paramount in the home service industry. Enter customer personas: your blueprint for tailoring marketing and service delivery to meet the nuanced needs of your target market. These richly detailed profiles embody the characteristics, preferences, and pain points of your ideal customers, serving as a cornerstone for strategic decision-making. This comprehensive guide will walk you through creating customer personas, transforming abstract data into actionable insights.
Alright, folks, let's get into the nitty-gritty of Google's latest oopsie - the Gemini image generator flub. This tale's got more twists than a soap opera and offers some real talk lessons for the SEO fam. So, grab your popcorn, 'cause we're diving deep.
What Went Down with Gemini?
Google's Gemini was all set to be the next big thing in AI-driven image generation. Picture this: a tool so smart it could whip up images faster than you can say "SEO magic." But then, plot twist! It turned out Gemini was a bit too picky about the pics it was churning out, especially when it came to representing white folks. The community was like, "Hold up, what?" and Google had to hit the pause button on the whole operation.
Let's face it: in this day and age, online reviews are more than just feedback, they are the lifeblood of home service businesses, influencing consumer trust and decision-making. However, the digital domain is marred by the prevalence of fake reviews (you know who you are), posing a significant challenge to maintaining a business's credibility. As Google and Yelp enhance their efforts to filter out these deceitful practices, home service operators must also equip themselves with robust strategies to safeguard their online reputation.
Google Unveils Major Updates to Performance Max Campaigns: What Home Service Businesses Need to Know
So far in 2024, Google's Performance Max campaigns have introduced several enhancements, providing home service professionals with new tools to fine-tune their advertising strategies, from plumbing experts to HVAC technicians. These updates promise to optimize ad spending, amplify ad creativeness, and streamline campaign management across Google's vast inventory.
While we've written a bit about the impacts on Google's integration with AI and Search, let's take apart what we know about the injection of AI into PPC campaigns.
Google has just dropped a new bombshell that's got everyone from solo plumbers to HVAC bigwigs scratching their heads in curiosity (and maybe a bit of concern, no cap). They're rolling out a test for what's dubbed "Direct Business Search" - a swanky new type of Local Service Ad (LSA) that's stirring the pot in the marketing cauldron. But hold your horses, because there's a twist: you can opt-out. Yup, you heard that right. After a bit of a kerfuffle and some raised eyebrows in the marketing community, Google has confirmed that this ain't no "you're in it whether you like it or not" deal. So, let's dive deep, spill the tea, and get the lowdown on what this all means for you, the savvy plumber or HVAC professional looking to navigate these digital waters.
How does the political season impact media buying for home service industries like plumbing and HVAC?
In the dynamic world of media buying, the political season presents unique challenges, especially for businesses in the plumbing, HVAC, and home service industries. If you're investing in top-of-funnel media buying, let's unpack some of the complexities of advertising during these times, and offer our thoughts & strategies on how to navigate this period effectively.
In today's digital-first world, the role of Google Business Profiles (GBP) in shaping the online presence of local businesses is more crucial than ever. As we move through 2024, it's imperative for businesses to understand, adapt, and effectively utilize these profiles for enhanced visibility and customer engagement. This in-depth guide aims to unravel the complexities of GBP, explore the latest updates, dispel prevalent misconceptions, and offer strategic insights for maximizing your profile's impact in Google Search and Maps.
In this comprehensive guide, we will delve into the anatomy of an effective Google Business Profile, debunk common myths that may be hindering your success, and provide a roadmap of actionable strategies to optimize your profile. From enhancing your visibility in the Google Maps ranking to leveraging customer reviews and engagement for a robust online reputation, we'll cover everything you need to know to make your GBP a powerful tool for business growth in 2024.
In marketing, HVAC companies focus on showing their expertise, reliability, and the quality of their service. They might share tips on keeping your home energy-efficient or tell stories about how they helped a family in the middle of a cold winter. It's all about connecting with people and showing them that this company cares about their comfort and safety.
So, HVAC in marketing is really about relationships. It's about understanding what people need and want, and then showing them how your services meet those needs in the best way possible.
We'll talk about three big ideas in this article:
How to tell people about your HVAC services (Promotion)
How HVAC companies find new customers
What marketing methods work best for HVAC companies
For each idea, we'll give you some cool tips and examples. We’ll also talk about how much money companies should spend on marketing and how they can tell if their marketing is working well. By the end of this, you'll know a lot about HVAC marketing in 2024!
Artificial intelligence (AI) has been dominating the conversation in tech and marketing for a while now. But as we prepare for outlook for 2024, we’re starting to see signs that the first wave of AI hype is dying down.
For example, a recent batch of news stories shared opinions that OpenAI’s wildly popular ChatGPT language model may actually be getting “lazy.” Users report that the chatbot – first launched to the public in November 2022 – seems to be putting less effort into each inquiry now that demand has increased. Who said AI wasn’t human-like?
Besides the accusations of slacking – which OpenAI hasn’t explicitly denied – over the summer we saw ChatGPT’s user growth decline for the first time ever. At Google, internal managers and developers are reportedly questioning decisions to invest in Bard, its own AI-powered chatbot. And while the initial hype phase of AI may be ending, companies large and small are still in the early innings of learning how to apply artificial intelligence in ways that move
Let's unwrap Google's latest local ranking update- just ahead of the holidays.
The digital marketing world is ever-evolving, and staying ahead requires constant adaptation. For home service businesses like plumbers, HVAC technicians, and electricians, understanding Google's local search ranking algorithm is key to ensuring visibility and success. This guide dives deep into the latest changes, particularly the strengthening of the "openness" signal, and provides strategies to optimize your online presence.
The Rising Importance of 'Openness' in Local Search
In the ever-evolving world of digital marketing, the advent of Artificial Intelligence (AI) in Google search has marked a pivotal transformation, revolutionizing how we approach Search Engine Optimization (SEO). This shift is not just a fleeting trend; it's a seismic change reshaping the digital landscape, particularly for industries like home service companies including plumbing, HVAC, and electricians.
Imagine a scenario where your potential customer, let's call him John, is searching for a reliable plumber in his area. He types in his search (called a 'query'), and within seconds, Google, powered by sophisticated AI algorithms, presents him with the most relevant results. This seamless experience is the new norm, courtesy of AI's integration into search engines. The question is, how does this affect your business? How does it change the way you need to approach SEO to ensure that your company appears at the top of John's search results?
HVAC, plumbing, and the specialists who work with them have been around in some form or another for thousands of years. Just as the core elements of these trades have changed greatly – when was the last time you saw an aqueduct? – so have the ways HVAC, plumbing and electrical service providers go about managing their work.
Today’s shops have the benefit of powerful software tools designed to make the administrative side of work run more smoothly. These platforms can do things like track and analyze your monthly numbers, send and generate documents automatically, and manage communication with customers across many channels.
Two of the most popular software tools for HVAC contractors and similar technicians are ServiceTitan and Housecall Pro. Both claim to have everything needed to help contractors perform at the highest possible level. But which of these software platforms is best for your particular needs?
In this blog post, we’re going to compare ServiceTitan and Housecall Pro in a few major categories,
Diversity has become something of a buzzword recently in both business and culture. But when it comes to digital marketing for HVAC companies, we can tell you definitively that diversity is something every shop needs.
To put it simply: diversity in marketing means splitting up your investment of time and money across multiple channels. It’s just like diversification in the stock market: spreading your investment across multiple companies or funds allows you to reap financial gains in different sectors while minimizing the losses when things turn down.
So why incorporate diversity in your marketing? We’ve highlighted the top reasons below, with real-world examples:
Over the past year, AI has taken over many aspects of our daily lives. And now, Google Search is scheduled to follow suit in what may be the most disruptive change in the current era. If you're wanting to know more about what this change will mean for your SEO strategies- and what you need to do to prepare- this article is for you.
As SEO enthusiasts at Levergy, we're keenly observing the Search Generative Experience (SGE). Dive into our in-depth analysis of Google's latest search innovation and how it can influence organic traffic.
With an average daily user count north of 3.5 billion, Google is comfortably perched atop the internet search engine throne. Though challengers – particularly Bing, now backed by Microsoft – have chipped away a few percentage points in recent years, Google still captures between 83- 86% of the total search engine market in 2023.
That number represents a lot of potential opportunities for your shop. A huge percentage of Google users are looking for a local business or information – about 46%, according to HubSpot. To help facilitate its own business goals, Google makes it easy to set up a profile and get started running local ads.
But that’s where many of the HVAC contractors and plumbers we talk to run into trouble. If you’re inexperienced with Google Ads, the tough part isn’t necessarily getting them up and running – it’s figuring out how to actually move the needle with the dollars you’re investing in them.
Ranking on Google Maps is crucial for local businesses like home service companies. Here's a comprehensive guide to help you navigate the complexities.
Why Google Maps?
"People trust Google. When your business ranks well on Google Maps, that trust is extended to your business." - Neil Patel, Marketing Expert.
What are the keys to business success? Despite what you may see on social media, having a successful business is not about wearing plain t-shirts and giving drawn-out speeches hyping up your company and your services. It’s also not about being a sales guru or a marketing genius- the best companies don’t need to trick or mislead their customers to stay in business. To be a successful plumbing, HVAC or home service company, you don’t need to be a creative visionary or an engineering master that invents a new product or even a high school graduate. You do have to be really good at executing on a few of the key principles for home service business success. We’ve narrowed it down to four of the most important ones: 1. Streamline your business operations As a service-based business, the “why” and “what” are your two first factors to consider. Even under the umbrella of one specific industry – like HVAC or electrical work – it’s often helpful to narrow down your specific services to the handful you do best. Lots of home services contractors we speak with worry that choosing a niche will limit their potential to win business. While it might seem counter-intuitive, this perspective neglects the other side of the coin: you’ll stand out much more to prospects who are looking within your niche. (Ex: plumbers are everywhere, but repiping specialists? Now you stand apart from the crowd.) Think about it: if you were going to pay someone to build a deck on your house, would you be more comfortable with a general construction firm or a deck contractor who only builds decks? Once you’ve narrowed down the “what” and “why,” think about the “how.” Too many home services contractors rely on inbound leads and requests to get sales and customers. While incoming calls and referrals will always be important, it’s also important to create one or more service(s) you can offer any time of year. Not only is this helpful for customers to gain pricing transparency, service bundles allow your business to make predictable use of its resources. As you repeat the same services over time, you’ll naturally develop ways to handle them more efficiently. 2. Dial in your pricing Pricing is one of the key business elements that must to be ironed out for success. Unfortunately, as many young companies have learned, pricing yourself correctly is not as simple as adding up the total cost of rendering a service and then adding 20 - 50% on top for the sale price. To survive and succeed as a business, you also need to find the balance between paying your team correctly, calculating your overhead, paying your salary as the owner, and having a healthy profit- all while not overcharging based on current conditions. Considering external factors like inflation and interest rates is important too, but they shouldn’t be the end-all-be-all of your pricing strategy. The best places to add margin are for customized services that don’t have an industry standard. For example, some companies might provide a pre-service inspections that includes documented drawings and diagnoses of issues within a home. This kind of service can be offered for a smaller consulting fee in addition to normal services, or as a less-expensive option for prospects who may have passed initially because they can’t afford a full service. If you’d like to learn more about pricing, view our guide here: https://www.levergy.io/make-more-profit-with-your-hvac-or-plumbing-company-using-flat-rate-pricing 3. Manage your internal team Operations is where the “rubber meets the road” in business. The head of operations in any organization has to make sure all arms of the business – from sales to accounting to customer service – are working as they should and completing relevant tasks on-time. Luckily for modern businesses, there are plenty of software tools and platforms that can assist with internal team management today, from time tracking apps to scheduling and work assignment systems. However you choose to organize and operate your internal team, be certain it’s intuitive for end users. Your team shouldn’t need to be tech geniuses just to get through a normal project. One of the other big concerns with internal team management is hiring- especially in economies were the labor market is in short supply. Addressing this topic in full would require its own article, but our most concise yet valuable tip here is to hire primarily for attitude and intangibles – communication, listening, the ability to work with others – instead of technical abilities. Most people can be trained on technical home services skills, but it’s much tougher to train someone on how to fit into your company culture. Pro tip: the very best home service companies, don’t hire talent- they grow them. Click here to listen to Blue Collar CEO’s conversation with Chad Peterman: https://www.bluecollar.ceo/chad-peterman-2 4. Provide an excellent customer experience at every step This final step is arguably most important for a business that wants to grow and create a lasting impact in its community. Many local HVAC, plumbing, and home service companies we speak with are able to do a great job with one area of service, but struggle to maintain a high quality of excellence throughout the process. Think of the entirety of your customer experience as a long factory process that happens on a conveyor belt – all it takes is one mistake somewhere along the way to ruin the whole end product. Sometimes your sales team can be friendly and helpful, but the service techs who carry out a job are rude and abrupt. In other cases, the service techs or install techs are courteous and professional, but it’s impossible to get a hold of anyone in the accounting office when there’s a question about a bill or payment option. It’s important to have a way to manage and get oversight into every part of the process – not just the ones where you have a direct input. The very best shops focus on customer experience at every stage: from online presence, to CSR training, to sales training. For more ideas, listen to this conversation with Jennifer Frith on Blue Collar CEO: https://www.bluecollar.ceo/jennifer-frith Final thoughts on the four keys to service business success As you go about evaluating and creating solutions for these four areas, don’t get caught up in comparing your business to others who may seem better or worse in a particular field. Even within the same industry or specialization, every home services contractor is different and has its own history, strengths, weaknesses and oddities. Lamenting about how far behind you feel in comparison to other contractors won’t help grow your business. Instead, research each of these four keys to come up with solutions for your needs. And if you’re looking for expert assistance with this task, reach out to our team of specialized marketers for help. Our team has many years of combined experience helping all types of home services companies nail down the fundamentals so they can fulfill their top objectives in business. Click here to book a call and learn more.