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What are your goals for 2019?

How much money do you want to make by the end of the year?

What is your revenue target? How much is that on a monthly basis?

To answer these questions, you decide how much you want to make by the end of the year, then break that down on a monthly basis. From there we need to figure out the amount of appliance repair leads that you are going to need per month to reach that target.

Now you will need to figure out what your average completed appliance repair job is worth. This number will be specific to your appliance service company, however, most appliance repair business owners that I ask this question, usually say somewhere between $150 and $250.

The next thing you want to figure out is what the lifetime value of your customers is. And what I mean by that is, appliance repair customers should not just be a one-time customer? Instead each customer should become a repeat customer, because they were so happy with the appliance repair service you provided, that not only will they call you again when another one of their appliances break down, but they will also be more than happy to refer your appliance repair business to all their friends and family.

Based on the number of appliances, friends and family the average person has, the lifetime value of an appliance repair company should be somewhere around $1000.

Now, you may be saying to yourself, most of the customers that call me to fix their appliances are one off customers and they never call back in the future…

So how can an appliance repair business improve the lifetime value of their customers and get more repeat business?

Staying top of mind is key!

If you service their appliance in January, and they have a friend that needs an appliance fixed in August of this year, they may or may not remember you, right?

Regularly following up with the customers and staying in touch with them, is a great way to remind them that you are the best choice for appliance repairs.

But what can you do to stay in front of your customers?

Appliance magnets are one great thing that you can start giving out to your new and existing customers. For existing customers I would recommend mailing them one, and for new customers going forward you can put the magnet on their refrigerator or any of their appliances and that way your appliance repair business will continuously be in front of them.

Calendars are another great thing that consumers love to get at the end or beginning of the year, that they can put up on the wall or on the fridge.

A lot of real estate agents do this strategy with making use of calendars and magnets. It’s a great offline marketing strategy to adopt into your appliance service business and it’s a low investment that is well worth it.

These are just 2 examples of things you can implement this year to start to improve your life time customer value and repeat business.

How many technicians will you need to hit your goal?

If you are a one-man operation, it’s not unusual for a company that size, to earn $100,000 in revenue per year. Now, that’s assuming a one-man operation can get the appliance repair leads that he needs, which is typically the challenge. But with doing 4 to 5 jobs a day, a one-man shop can easily make $100,000 a year.

Let’s assume you are not a one man show and your goal is higher, maybe you want to earn $300,000, $500,000 or more this year, then you’re going to need some help, if you don’t already have additional appliance service techs in place.

Let’s take a look at an actual example

I’m going to assume that you want to hit $100,000 by the end of the year.

Breaking that down on a monthly basis, that’s about $8,300 per month.

The average appliance repair job value that I’m going to use for this example is $150.

How many calls will that require to hit $8,300 per month?

It’s 56 phone calls per month.

How did I come up with the amount of calls needed?

I divided the monthly revenue target of $8,300 by the average transaction value of $150.

And then how many technicians are you going to need?

That depends on a lot of factors, so I am not going to include that here, but you can easily figure that part out.

How many appliance repair leads will you need?

We all know that not every consumer that calls are going to turn into a scheduled appliance service job, so now we need to estimate how many calls or leads do we need to get, to end up with enough scheduled jobs to stay on track.

In the example above, we need to get 56 scheduled per month, and we know in order to get 56 completed jobs we are going to need more than 56 leads per month. So, to figure this out, we now need to figure out what is the average conversion rate from phone call to booked job.

Some of you reading this, may already have an idea what your phone conversion rate is, maybe 50%?

Ideally,the phone conversion rate that you should be aiming for is 80% to 90%. And there’s several variables that will affect this, such as your availability or how proficient is the person answering the phone.

From the statistics that we acquire from our pay per call appliance repair lead generation program, some of the appliance repair companies we work with start out with a 50% phone conversion rate, but with the help of call tracking platform and providing them with feedback on how to improve their conversion rate, we can normally get them up to a 80-90% conversion rate in just a few weeks.

Once you figure out your phone conversion rate, you will now want to multiply that number by the call target. And I’m going with an average conversion rate here of 55%, so that’s 55% of all the calls or leads that come in will actually turn into a booked job.

I’m going to take the 56 calls multiplied by 100% and divided by our conversion rate of 55%, equals 101.81, but that’s going to tell me that I need at least 102 appliance repair leads per month to hit that target.

So, 102 phone calls or leads per month are all what we’re going to need to get 56 book jobs per month. All right, so hopefully you have those calculations down, if not take a few minutes now to figure out these numbers before continuing.

What are your goals for 2019?

Let’s take a step back now and we want to take a look at some of the appliance repair marketing fundamentals:

Who is your ideal customer?

If you were to take a look at all the customers that you fixed their appliances in 2018 and if you were to find all the similarities amongst all of them, you would start to notice that there are certain commonalities that stand out.

You may or may not be aware of it, but there are certain characteristics that stand out from your existing customers. For some appliance repair companies, they may get more female than male or vice versa. For others they may get more single parents versus married couples or vice versa.

There are certain things that will stand out about your existing customers. If you really look into, and if you can identify these common things among your customers, you can then create a better advertising message to better communicate with them and to better attract more customers just like them. This is the exercise that will help you to identify who your ideal customer is.

Here are a few things that will help you to better understand and identify your ideal customer:

What are their demographics:

Some examples of Pains and Frustrations when hiring an appliance repair company:

Being aware of the concerns of consumers is huge!

Just understanding these concerns will help you to communicate and craft a better advertising message.

The reason you want to figure out the fears, frustrations and demographics for the consumer is if you can get into the consumers head and understand how they think, then you can better sell them on your appliance repair services.

How to craft your advertising message

What is your existing advertising message?

Why should a consumer choose your appliance repair company over your competition?

Can you list 3 reasons why they should choose your company?

You don’t want to be a commodity type of business. And what I mean by that is if you were to go into a supermarket and you wanted to buy milk, how do you choose which bottle of milk to buy?

For most consumers, we pretty much just go and grab a gallon of milk. Not a whole lot of research or planning goes into buying a gallon of milk. Maybe you look at the expiry date, right? But you don’t go too much further than that. And let’s assume all of the milk bottles have the same expiration date, then how do you choose? We would just pick the closest one in reach.

Milk is a great example of a commodity product and as an appliance repair business you don’t want to be commoditized by consumers, but unfortunately most appliance repair companies are a commodity, because all they do is copy what their competition is doing, so everything looks the same to consumers. Their website looks the same, advertising message looks the same, etc.

There needs to be something that stands out about your appliance repair company for consumers to choose your business, instead of your competitors.

Here is some example of marketing messages, that work really well for the appliance service industry:

Now let’s take a look at Media

Media is how you are going to get your marketing message out to consumers in your local market about your appliance service company.

We are going to start with discussing your website, since a lot of your advertising sources will send the consumer back to your appliance repair website, to find out more information about your company.

Your website is a hub.

This is why your appliance service website needs to have important conversion elements.

Is your appliance repair website set up to convert consumers into callers?

One of the best conversion elements you could have on your website is your phone number in the upper right-hand corner of your website, because that’s what consumers are looking for. There are many studies on this, that found out that when consumers look at website pages, their eyes gravitate to the upper right corner.

< ultimate appliance repair website conversion machine>

Check out the image below for other conversion elements that can boost your website conversion rate and turn more of the consumers that visit your website into callers and leads.

Why You Need A Mobile Friendly Website?

Mobile searches have now exceeded desktop searches online in 2018 and it’s just going to continue this year. More and more people are just using their phones for everything nowadays, instead of their laptop or desktop computers.

Google changed their search engine index in 2018 from a desktop index to a mobile index. What that means is they used to focus more on desktop computers, since that’s what most people used until recent years, and they optimized their search engine based on desktop computers.

In 2018 they made the shift because they saw how mobile searches are becoming more popular and now their index on their search engine is optimized for Mobile.

Without a mobile friendly website, you’re losing customers!

If you started to see less customers in 2018 from your appliance repair marketing and you weren’t sure why, it could be because your website is not mobile friendly.

If you are not sure whether or not your appliance repair website is mobile friendly, there are 2 ways that you can check.

You can manually do it by going to your website on your phone and it’s a good idea to look at your website on both an iPhone as well as on an android phone. The different phone operating systems can cause it to display differently. Make sure that your website is easy to use on both types of phones.

The 2^nd option is to see what Google itself thinks about your website and you can do a free Google mobile friendly test. Once you are at the mobile test website, all you have to do is enter your website address. In a few seconds, they’ll tell you whether or not your website is mobile friendly and any suggestion they have that could improve your website. Even if you know that your website is mobile friendly, it’s still a good idea to see what Google thinks. It’s free and only takes a few seconds.

Are you tracking your advertising?

How do you know if your advertising is working or not?

One of the best ways to do this is to put a tracking in place. Call tracking is a great and inexpensive way to figure out if your advertising sources are working or just eating up your adverting budget.

If you have several different sources of advertising that are bringing you leads, it’s important to know where your leads are coming from, which source of leads are actually turning into booked jobs, as some advertising sources you could just be paying for clicks or impressions which never result into appliance repair leads.

Call tracking can help you to figure out these:

Setting up simple dashboards to measure your key performance indicators is a great way to figure out if you’re on track.

What we’ve covered so far:

The online dominance blueprint is an outline of what we believe you will need if you want to dominate your local service area. Most of the sections are self explanatory but there are a few that we want to focus on because we either see it done wrong all the time or we just want to share our opinions. The more things that you can implement in your business from this blueprint, the better position you will be in and dominate your local service area.

Email marketing and social media.

Being active on social media is a great way to stay in front of your existing customers so that you get more repeat business and referrals from them. When you do your daily posts, it shouldn’t be all salesy. That’s one of the biggest mistakes I see with appliance repair companies, where every post is a sales type ad, same day service, 50% off, etc. Instead, you want to make your sales post every now and then, so if you do 5 posts in a day only one should be about sales, the rest should be either inspirational quotes, fun factors, educational posts about maintaining appliances etc. Social media is not like Google where consumers come to find a solution to their problem. Instead social media is more like advertising on a billboard.

Consumers go on social media to hang out with their friends and family and see what the latest updates are in regard to their friends and family, not to buy things. So, if most of your messages are salesy with your social media marketing, you’re not going to get a whole lot of interaction there. Let’s use Facebook as an example, if your customers don’t interact with your posts then Facebook will stop showing your posts on their timeline. That’s why fun facts, inspirational quotes and educational posts are great, because it will encourage them to like or share your posts, which communicates to Facebook that your customers want to see every post that you make.

What’s The “Skinny” On Appliance Repair Lead Generation Companies

Appliance repair job leads providers should supplement your existing advertising and marketing, what do I mean by that?

Just like we are supposed to get majority of our vitamins and minerals from the foods we eat, that is not always case, because of our busy lifestyles and the food nowadays just don’t have the number of vitamins and minerals as they used to. That’s why we need a multi-vitamin or individual vitamin supplements to fill the gap.

Appliance repair lead generation services are like those vitamins. While not necessary they can be an important component to an appliance repair business to help provide consistent appliance repair leads month after month.

Now, if you’re a one-man operation, then appliance repair lead generation is more important to you, because you either don’t have a customer base yet or it’s rather small. Working with a lead generation company that can provide you with quality appliance repair leads can help you fast track your business goals, especially if you focus on pay per call leads from a company that works exclusively with you. They can provide you with as much leads as you can handle and you can grow with them. So as you hire technicians, they can provide you with more leads to keep those techs busy.

Why You Should Have A Referral Program In Place

Some consumers will love to refer their friends and family to you, as it brings them a sense of personal satisfaction to be able to help their family and friends out, but then there are other consumers that need to be motivated and unfortunately most consumers fall into this category.

That means you should incentivize your existing customers to refer to friends and family. If you just leave it up to them, you probably won’t get any or will only get very few referrals. I know what some of you are thinking, great I now have to spend more money. I will be the first to tell you it’s a worthwhile investment and remember you only pay if the person they refer schedules the job and you can get a referral in exchange for a $5 gift card.

If I told you I would sell you appliance repair leads for $5, you would probably buy them all day long, even if they didn’t schedule.

Something else you should consider for your existing customer base is a rewards program, where you give them some type of discount if they call back for another appliance.

Now let’s talk about what most of you have been waiting for…

The Key Appliance Repair Marketing Trends For 2019.

Google Local Service Ads

One of the things that picked up steam in the middle of 2018 was Google Local Service Ads. Some of you may or may not have heard of it and some of you may have already started using it and testing it. Google is rapidly expanding this appliance repair lead generation program into new cities, so use of this service by appliance repair companies is going to pick up a lot more for 2019.

If you’re not familiar with Google Local Service Ads, it’s Google’s Pay Per Lead Advertising Program.

You may be familiar with Google AdWords, their Pay Per Click program. With Google Local services, you’re paying per lead instead of per click like with AdWords.

Call Extensions

You definitely want to make use of call extensions with AdWords and Bing Ads. This will help you to convert more of those clicks into phone calls. After all, isn’t it that you want these consumers to call you? Why send consumers to your website if they don’t necessarily want to see your website? Some consumers that click on your ad are only going to your website to find the number, as they don’t have any other option. With the call extension, you eliminate that extra step for them and it’s a win win situation for you and consumers.

Call Only Ads

Call only ads are part of the regular AdWords platform. With the large increase of mobile searches, Google developed a certain type of ad that only shows up on Mobile devices, which is known as call only ads. These actually have been around for a couple of years now, but it’s not that popular yet. But with the use of mobile phones we expect them to dominate in 2019. It’s definitely worth mentioning and if you’re not currently using call only ads, it’s one of those things that I highly recommend testing.

Google Maps

Google Maps has shifted from a centroid focused algorithm to proximity focused.

What do I mean by that?

Google Maps Optimization in the past, would require that you have an address in the main city of your service area or the main city of the county. And if you get this verified address ranking number one for the main city, then that same Google map listing or Google My Business Listing would have shown across the entire county as long as that’s within your service area.

But fast forwarding into the mobile marketplace, Google realized that wasn’t the best way to show consumers the appliance repair company that was closest to them. So they modified their algorithm to now display results based on proximity to the consumer’s location. And they’re basically using the GPS location data to determine the consumer’s location.

You may have seen a drop in your appliance repair leads if you used to get a lot of leads from Google maps in the past. And you started to see a drop last year, due to the proximity algorithm, even if your listing’s rankings haven’t changed, because Google is not showing it as much as they used to in the past.

Shift from phone conversion to message conversion.

There are a lot of consumers who are now using messaging to contact an appliance repair company instead of actually calling. If you look at your Google My Business listing, you will notice it has section that allows the customer to send a message. You can enable this messaging feature in your Google My Business dashboard, but even if you haven’t enabled it, the consumer still has the option to message, which will come to you in an email. Google again is trying to stay ahead of the mobile marketplace trend and they know that especially millennial’s prefer to use a message feature instead of calling. This is also why it’s a good idea to have a web form on your website, so consumers can have an option to submit a message instead of calling.

Live Chat

Having a live chat feature on your website, will also help to convert more consumers that come to your website, because for some consumers doing a live chat or sending a message is a lot more convenient to them. If you have the staff in place to be able to handle live chat, I highly recommend you give it test.

Use Multiple Marketing Channels

Using multiple sources of advertising is a sure-fire way to guarantee that you have a consistent flow of incoming appliance repair leads, so that you can hit your monthly and yearly revenue goals. If you are only using one source, now it may be the time that you start exploring different sources such as:

Start thinking about working with multiple marketing channels as we go into 2019 and beyond.

The image above is a preview of what Google Local Service Ads look like, just in case you haven’t seen them before. It’s currently not available in all markets as of right now, but it will be. The Local Service Ads are the top 3 ads. Notice that they show up above the regular Google AdWords ads.

You are going to pay more for these ads or leads, than with AdWords, because they are in a prime real estate location. But if these leads work out for you, they could give you a higher return on investment than AdWords.

With appliance repair leads, you get what you pay for. The less you spend to buy your appliance repair leads, you typically will get a lower quality lead. If you’re looking to pay more, you will get a higher quality lead.

To sign up for Google Local Service Ads or to see if it’s currently available in your area, click here. Here are a few things you should know before signing up:

Near Me Keywords

This is the “NEXT BIG THING” with SEO for 2019 and beyond, again all thanks to consumers using their mobile phone as their preferred way to access the internet.

In 2018 Near Me Keywords started to pick up a lot of steam. Now, if you’re not familiar with what I mean by near me keywords, it’s basically your typical appliance repair keyword with the word “near me” on the end. For Example:

By the end of 2018 “appliance repair near me” has become the second most popular search term for most cities in the U.S. All right, and there’s basically a near me word for all the different repair types.

If your competition don’t know about these near me keywords yet, which most of them don’t, you can take advantage of your new-found knowledge and start targeting these near me keywords to get more appliance repair leads.

Resources:

Google Mobile Friendly Test

Website Conversion Webinar

Google Local Service Ads

Updated list of appliance repair keywords for 2019

If you would like to have our team take a look at your current online marketing Strategy and let you know where may be room for improvement and discuss the possibility of working together to make 2019 your best year ever in the appliance service industry and finally get your appliance repair lead generation right. Then schedule your FREE online marketing evaluation now.

Click here to schedule your strategy session now

Listen to the podcast version of the webinar below:

The post 2019 Appliance Repair Online Marketing Plan appeared first on Appliance Repair Leads.

Your target market is the largest segment of consumers that actually call you and includes your existing customer base. If you were to look at all the customers that have hired your appliance repair company over the last 6 months or last year, and if you could make a list of all of them, you would start to notice certain commonalities between each of them.

You would see a pattern that arises from that, such as a particular age range or whether they are mostly males or females that hire you.

It’s important to know such details, and I’m going to show you why as the training goes on.

You should know the fears and frustrations consumers have when it comes to hiring an appliance service company. You can use that information to communicate to them, why they should choose your appliance repair business over your local competition.

Be real with them – What I mean by that is, you want to have authentic images of your team on the homepage or your website. Consumers want to see the owners and technicians.



Use video and other multimedia elements – To engage consumers.

You should have different elements for the different types of consumers to engage with your appliance repair company.

A welcome video on a website is great. Having a video on each page of your website that explains the different appliance repair services that you offer would be ideal.

Leverage social proof – Showcase your online reviews from existing customers prominently on the homepage or on all the pages of your website. Some tools that you can use to do this is birdeye.com and reviewbuzz.com.



Get the basics in order – Phone number should be in the upper right hand corner of your website. And it should be big and bold, you could even put it in a red or yellow font color to let it stand out more.

The reason for this is, when consumers come to your website, there are a lot of studies done that show that a consumer’s eyes first go to the upper right hand corner.

And most consumers, when they need to hire an appliance repair company, they’re not trying to do a whole lot of research. The number one thing they’re looking for on an appliance repair website is that phone number. So make it very easy for them to find it.

Ensure that there’s also a web form that consumers can fill out. You should have some type of form on your website that someone can just put in their basic information:

Some consumers are not going to be able to call, as they work during the week and are not able to speak on the phone during regular business hours.

If they could simply just fill out a form and schedule the appointment, it makes things a lot easier for them.

Have a clear call to action on each page – That speaks to your ideal customers and tells them exactly what to do next. If you’re not familiar with a call to action, basically you’re just telling the consumer what action you want them to take.

An example of a call to action is:

Use special offers and coupons that match each service that they are in need of. Coupons are a great way to get consumers to call. If you’re apprehensive about using coupons because it’s going to reduce your revenue, coupons are actually shown to increase revenue. The reason is because you will start to get more people call because everyone loves to save money.

So you will get a larger volume or service request, and even though you may make a smaller profit, with the larger volume of service requests, it makes up for it.

And don’t forget about the repeat jobs you will get from existing customers and the referrals. Those more than make up for the amount of money you may have lost by offering a coupon.

If you’re against coupons, I really encourage you to rethink about using it to get more business.

Make sure your website is mobile optimized– with an easy click to call function.

One quick and easy way to check if your appliance repair website is mobile friendly is to just go to the browser on your phone and try to pull up your website.

It’s also good to look at how the website displays on both an android phone and an iphone. Because they will display differently on the different phones and you want to make sure that it actually displays correctly on the different mobile devices.

More people are using their mobile devices to access the search engines and this trend is only growing. 70 to 80 percent of the people that visit your website are probably doing so from a mobile device.

Not only should your website display correctly, but also make sure the phone number is at the top, and there should also be a button that consumers can just tap to actually call your appliance service business.

They shouldn’t have to memorize your phone number to actually type it in, because they’re probably not going to. That’s too much work! They’re probably not going to do that. So what you need to provide them is a click to call button, that when tapped, your number shows up and from there they just need to click on send or call on the mobile device.

If there’s one thing to take away from this training today, it is to make sure your website is mobile friendly. That’s because if it’s not, you’re losing customers every day.

Consider leveraging live chat -This is probably a little bit better than the web form that we discussed earlier. This is because with live chat, consumers can just type in what they need to do and they can get an instant response from your appliance repair company. So if you have the staff available to actually handle a live chat, it’s something that you should consider implementing.

If you can see your ideal customers through their eyes, then you can better sell them what they want to buy.

You may have heard something similar to this or another similar saying, that if you really want to understand what someone’s going through, you have to put yourself in that person’s shoes to understand.

It’s important to understand the fears and the frustrations of consumers that need appliance repair, because then if you can better understand your potential customers, you can close more and schedule more jobs for your appliance repair company.

Who is your ideal customer?

Let’s take a look at some demographic information in the image below:

These are just some examples of things that you want to look out for:

These are just some examples of what you want to look at to figure out the demographics of your ideal customer.

Now let’s talk about the pains and frustrations

The pain and frustration is that their appliance stopped working.

If the dishwasher broke, now they have to start washing dishes by hand.

If the wash machine is not working, now they have to go to the laundromat to get that done.

All these things are big inconveniences to a consumer.

Another frustration is that when they do call an appliance repair company, they can’t get anyone on the phone.

Especially if they left a voicemail message, and an hour has gone by with no one calling them back from the appliance service company.

It’s frustrating because consumers are busy and they don’t want to spend a lot of time calling around town to find an appliance repair company, and they need their appliance problem resolved right away.

Appliance repair is an emergency industry

So consumers that need appliance repair are expecting to get the repair completed fast, as in today, so most are looking for same day service but depending on the appliance some consumers may wait for next day service.

Additional fears when it comes to choosing an appliance repair company

That’s why they like shorter appointment windows and why doing a 30 minute call ahead is very much appreciated by consumers.

Some appliance repair companies will overbook their schedule because they have issues with consumers cancelling appointments, and as a result some consumers are left waiting all day for a technician and no one shows up.

Now let’s talk about messaging that works.

These are things that you want to have on your website and this also applies if you’re doing any type of paid online advertising like Yelp or Google AdWords. These are all elements that you can incorporate in your messaging to get more consumers to call your appliance service business.

They want to know that if there’s an issue after the repair, that they’re not going to have to pay the technician to come and fix the same problem again.

They want to know that customer service is important to your company and that you stand behind your work, with some type of warranty or guarantee.

Key conversion elements

The question now is, based on everything that we just covered, is your appliance repair company website set up to convert visitors into callers?

I want to ask each and every one of you to pick at least 3 things to improve your conversion, that you’ll implement over the next 30 days.

You invested the time today to learn how to grow your business. Using online marketing and these conversion elements we discussed today will help you do just that. Some of them you can implement at a low cost as well, so I highly encourage you to take action and use some of these elements to start getting more appliance repair leads.

Get A Free Online Marketing Review Session

If you would like to have our team take a look at your current online marketing Strategy and let you know where may be room for improvement and discuss the possibility of working together to make 2018 your best year ever in the appliance service industry and finally get your lead generation right. Then schedule your FREE online marketing evaluation now.

Click here to schedule your strategy session now

Resources Mentioned

Connect With Us:

https://www.facebook.com/appliancerepairmarketingtips

https://www.youtube.com/channel/UCYtRqHS2HB9_JCOk_CURBiA

Listen to the podcast version of the webinar below:

The post How To Optimize Your Appliance Repair Website For Conversions appeared first on Appliance Repair Lead Generation.

You can review and download the slides from this training below:

When it comes to PPC, there are a ton of naysayers and for many different reasons.

Are you an appliance service company owner who has tried Paid Search Ads and thinks it’s just way too expensive?

Do you feel like you are just flushing money down the toilet or you are just fed up with getting very little if any return on investment (ROI) from your Pay Per Click campaigns?

Before you throw in the towel, hear me out…

In this training session, Marlon will cover why paid search is one of the best sources of online marketing if you are looking to scale your repair business fast, as it can get you appliance repair leads almost immediately, how PPC campaigns if set up correctly can get you an ROI of up to 3 times or more. Whether you curious to learn how it all works or you want to manage your own PPC campaigns, then this webinar is for YOU!

A High Quality Score Is The KEY To Paying Less On Your Bids

One of the most common misconceptions with Pay Per Click Marketing is that all you have to do is create ads and that will get consumers that need appliance repair to visit your website.

If only that were true!

The reality is that you need to create appliance repair ads, but you also have to make sure that they are relevant to your appliance repair keywords and the landing page that the consumers will see after clicking on your Ads. This will give you a higher quality score and as a result your cost per click will be lower. Let Marlon show you how a little upfront work can result in PPC marketing success.

If You Want To Maximize Your Return On Investment With PPC, You Have To Follow The Money

Pay Per Click Marketing should not be a guessing game!

With the right KPI’s and tracking tools you can develop effective strategies that will give you the most bang on your advertising dollar. You need to know how many clicks does it take for you to get a phone call and how many of those calls are turning into customers!

Paid Search Advertising Is Not Something You Can Set And Forget…

Setting up a successful Paid search campaign is just the beginning, once everything is up and running, you now have to maintain the campaign if you want to see success. In this webinar we will provide you with some strategies that will help you trim the fat from your PPC campaigns so you can start to see more profits.

Learn how to accelerate your lead flow with PPC or pay per click advertising for appliance repair companies. Today we’re going to talk about how you can get more leads for your appliance repair business using pay per click advertising. Now this is part of our 2018 appliance repair online marketing strategy, where we’re covering several online marketing strategies that appliance repair companies can use to maximize the amount of leads that come in to them on a daily basis.

This is what we recommend if you want to have an extensive online marketing presence for your appliance repair business, where you don’t have any slow days:

Using Google, Bing, and Yahoo to get leads.



PPC or the pay per click advertising, of which the most popular one is Google AdWords, but you can also do some with the Bing Ads and Yahoo Ads as well.



Social Media Marketing to stay on top of the minds of your consumers and to ask for referrals.



Directory listing advertising like Yelp, Yellow Pages, Angie’s List.



Email marketing.



Lead generation providers – where you pay for leads and not necessarily just brand advertising.



Video Marketing using sites like Facebook and YouTube are the ones primarily where you’d want to post online videos to help get you new customers.



Gift cards, newsletters, and a reward program to incentivize consumers to refer your appliance repair company to their friends and family.

There’re several online webinars that we’ve already posted on our blog and YouTube channel. So, depending on when you’re reading this, there may be multiple topics already completed that you can watch on demand such as:

If you are serious about learning how to get more appliance repair leads, then taking time to read this entire article and watching the webinar replay could be critical for business.

What we’re going to cover today:

We’re going to show you some PPC strategies that we use on a daily basis to get our existing clients 20, 30 or 50 leads per day. So nothing we discuss will be theory, but instead strategies that are working right now to generate appliance repair leads.

So why PPC should be part of your Internet marketing…

You want leads quickly, you don’t want to wait for days, weeks or months to get your phone ringing with appliance service requests, which is what happens when you’re doing things like SEO.

In some cases, Search Engine Optimization can take 8-12 months to start seeing anything consistent as far as leads are concerned, but with Pay Per Click Marketing, you can pretty much set up an Ad and have leads the same day, that’s one of the main benefits or using PPC.

Your AD can show up as often as possible when consumers are looking for appliance repair. If you want to have a 24-hour campaign to capture as much leads as possible, you could potentially do that.

But if you are like most appliance repair companies that only operate on a 9am – 5pm schedule, you can set up your campaigns to only run during those hours. But if you want to also set up an after hour schedule and charge a little bit extra for emergency service, if that’s something you offer, you can do that with PPC advertising as well.

Get your ads to show for none geographically related search terms.

What I mean by that, is a keyword without the city attached to it.

So, assuming you’re in San Diego, one of the most common search terms is going to be appliance repair San Diego.

But not all consumers are going to type the city name along with the keywords.

Consumers are getting lazier, and they want to do the least amount of work as possible. So instead of typing the city name, now they’re just doing appliance repair.

Or if it’s a refrigerator problem, they may just do fridge repair.

In either scenario, you want your ads to show up for both variations of the search term, PPC marketing allows you to show up for either version of a particular keyword.

Want unlimited scalability?

If you wanted to take over your local market, and you can afford to spend a large budget on advertising with PPC, you could pump a lot of money into your campaigns.

However, with something like SEO, even if you had $10,000 a month to put into a campaign, there’s only so much an SEO company can do for you.

And the reason is it’s not all up to the SEO company, right?

There are certain factors that are out of their hands, and what I’m referring to here is Google.

An SEO company can’t control what Google will do.

They know a few things that Google likes, but they don’t know everything that Google likes. So, they can only move at a certain pace and if they do things too fast, then there is a risk that your appliance repair website will get penalized and will not rank in the search engines.

With Pay Per Click advertising if you want to scale fast and spend $10,000 today, you could and there would be no penalties from Google AdWords.

Next, let’s talk about why appliance repair PPC campaigns fail.

Now, this is really important because most appliance repair company owners that try paid search advertising, end up thinking it’s a waste of time or they lost so much money doing it.

Learning to run a successful Pay Per Click campaign, requires its own set of unique skills, just like with appliance repair. That is its own skillset.

While a handyman may be used to fixing things around the home, he may not be best person to fix an appliance.

Most online marketing companies that offer Pay Per Click management services don’t offer Search Engine Optimization because they are two different services that require different expertise.

The #1 reason though is that most appliance repair companies failed to understand the way the AdWords auction process works and the complexity of the industry.

Google AdWords promotes paid search as an easy thing to do and they even offer free account managers. But if you have ever tried PPC advertising in the past and you couldn’t get it to work for your appliance business, then you know it’s far from easy.

This is what it looks like when most appliance repair business owners set up an AdWords Campaign.

They put up an ad with 10 to 20 keywords and they let the campaign run.

They set up one ad group for all the different appliance repair services they offer such as:

All their keywords go into one ad group when it should be separated at a minimum by the different service types.

They don’t use specific text ads and landing pages for each ad groups or keywords.

What I mean by that is most appliance repair companies create one generic ad.

We provide appliance repair in your local service area. We’ve been in business xyz years

If you’re targeting refrigerator repair leads, that ad should be something about refrigerator repair and NOT just appliance repair.

If a consumer is searching for something like my refrigerator is not cooling, that exact phrase should be in your Ad or other variations of it like:

Those things will get consumers to click on your ad because it’s specific to what you’re looking for.

If you are sending consumers to the home page of your appliance repair website after they click on your AD, you are losing serious money!

Instead of the home page of your site, you should be sending consumers to a specific page on your site that is related to what they are search for. This is what is known as a landing page of your website.

If the consumer has a refrigerator problem, you want them to go to the refrigerator repair page on your website.

If you are doing any form of paid search advertising and your website doesn’t have a page for all the different appliance repair services you offer, then you’ll want to get that place A.S.A.P, because until you do, you will continue to lose money with PPC marketing.

Speaking of landing pages let’s talk about how to make those better converting.

Make sure to have a strong call to action or offer on the landing page.

Now this applies to both the ad and the landing page.

If you are not familiar with the term “Call To Action” what I mean by a call to action is that you want to tell consumers what you want them to do and with the case of appliance repair, the #1 action you want them to take is Call Now!

Another example of a call to action is to visit your website.

But I’m a big believer in getting them on the phone!

Because sometimes consumers that go from the ad to the website, they get distracted somewhere in between that and never end up calling. And in the case with PPC advertising you just paid for the consumer to click on your ad even though they didn’t end up calling your appliance service business.

So now let’s talk about how to structure and set up your pay per click marketing campaign for minimum costs per lead and maximum return on investment.

The first thing I want to recommend that you have in place is conversion tracking.

Now this is very important because this is going to tell you if PPC advertising is working for you or NOT, you really should have conversion tracking on any form of advertising you’re doing, whether it’s online or offline, but we’ll just stick to the subject of PPC from now.

PPC conversion tracking is going to tell you things like:

A lead for an appliance repair company is a person that actually calls with a need for major appliance repair, right?

So, you want to be able to track things like that, to see the effectiveness of your campaign.

Ok, we covered a lot of ground, so let’s do a quick recap:

Leverage FREE ad extensions to make your ad stand out on the page.

Ad Extensions make your Ad bigger but at no additional cost. Unlike traditional advertising like with a magazine or newspaper who charge you the bigger size ad you want.

If you have ever advertised with your local newspaper, then you know they offer different size ads, there is the full-page ad,1/2-page ad, classified ad etc.,

If you do your Pay Per Click AD extensions correctly, it will be like a half page ad versus a regular ad without the extension, which is more like a classified ad.

It doesn’t cost anything extra for you to have ad extensions, so you definitely want to use it to your advantage and you will be rewarded with more clicks, which is ultimately going to lead to more phone calls.

Definitely consider testing Ad Extensions.

Send visitors to a solid well thought out page on your website that’s built to convert

Whatever page on your appliance service site that a consumer’s going to get to, once they click on the ad, you want that page to speak to them and tell them exactly why they should hire your appliance repair company over your competition.

You want to do ongoing AD split testing, so you can tweak and fine tune your Ad performance over time. PPC advertising is not one of those, set it and forget it advertising mediums. It’s something that you must optimize on a daily or at a minimum on a weekly basis.

Once you find an ad that works, you should try and test to see if you can find an even better ad to improve the performance of your campaign.

A better ad that converts better, will improve the quality score of your ad, which as a result, brings down the costs of your clicks.

As an appliance repair business owner, you’re always trying to see if you can lower costs and maximize your return on investment. Split tests is one way you can do that.

Don’t even think about spending another penny until you have conversion tracking in place.

Now let’s talk about some conversion tracking. Essentially, you should have a dynamic phone number that swaps from PPC, organic or direct traffic. What that will do for you, is tell you exactly where your appliance service leads are coming from.

Are your leads coming from Google AdWords?

Did they come from your SEO efforts?

Or was it a referral from an existing customer that already knew what your website address was?

It’s important to not just know that you received 300 leads this month, but you also want to know what source of advertising those leads came from.

You need to know so you can better optimize how you spend your money.

Maybe you’ll find out that one source of leads is not working as well, so you can maybe minimize the budget there.

You don’t necessarily have to turn it off because you may still be getting leads from it. But if you realize that PPC is working a lot better for you than Yellow Page Ads, then this information will tell you to spend more money with PPC marketing.

Dynamic phone numbers help separate the different sources of leads and it also helps you track phone calls back to the keyword and the campaign that provided the lead.

This is important, because you may end up with hundreds if not thousands of keywords in paid search campaign and it’s important to know which keyword is working the best.

This will allow you to focus more on the ones that work and for the ones that are not working you can consider eliminating from your campaign.

And then your campaign will just be left with actual keywords that generate leads for you on a regular basis.

Deleting non-performing keywords will improve the overall quality score of your campaign, which will result in lower costs per click.

Then there’s web form tracking.

If you have a contact form on your website for consumers to fill out, which you should, because not all consumers are going to be able to call you, especially during normal business hours, some consumers can’t be on the phone while they’re at work.

Having a web form on your website, is a great way to capture, some additional appliance repair leads for those people that can’t necessarily speak on the phone during normal business hours.

Now let’s talk about some important key performance indicators or K.P.I’s, when it comes to PPC.

If you’re running an efficient campaign, what you can expect to see with Pay Per Click advertising is somewhere in this range of $5 – $40 per lead.

You want to be able to track your return on investment.

Is this PPC thing really working for us?

This can vary from city to city, country to country. So, you want to be able to track this data, so you can know what’s really working for you.

Keyword MATCH types matter.

There are different keyword match types:

The first one we’re going to take a look at here, is the broad match.

Think about these as the most expensive keywords for you. The reason is these are the ones that are going to bring in unrelated searches.

The keyword Appliance Repair as a Broad match means Google could pretty much send you any type of consumer, as long as it has to do with repair. So, if someone was looking for a car repair, lawnmower repair, etc., your broad match keyword and Ad could show up for these types of searches. So, you want to monitor those very closely.

That’s the downside of the broad match, but also broad match is going to bring you good keyword searches as well.

To help minimize what your Ads will show for, you should monitor your negative keywords, which we’re going to talk about a little bit later.

Next is the Phrase Match Type, and this match type has quotes around the keyword. You could still get some negative searches from it, but not as much when compared to the Broad Match type. Phrase match means that the words must be contained in the keyword and in the exact order.

Modified Broad Match

Now this is similar to the phrase match type, but you can have words before it or after it. What I mean by that, is the search term must have the word appliance repair, but it can also include other words before or after the words “appliance repair”. For example, same day appliance repair or appliance repair near me.

Negative Keywords Can Make Or Break Your Campaigns

Here are some negative keywords that you want to look out for.

And a matter of fact, if you don’t have these in your campaign, you should add them right after you finish reading this article.

Some of the common negative searches that we see show up have to do with jobs. You don’t want to get people clicking on your ads looking for an appliance repair job, right?

If a consumer is looking to get their blender fixed and you don’t service them, you don’t want your ad to show up for searches like these because all these bad searches cost money.

Pay attention to your negative keywords, I recommend you check them daily, but at least on a weekly basis at a minimum.

Write compelling appliance repair ads that resonate with what consumers typed in to the search engines to entice them to click on your ad versus your competition.

When it comes to writing compelling text ads, less is more!

You want to be concise, tell them exactly what you want them to do. If you give consumers too much information, you will only confuse them.

If you have a special offer, like $25 off service, you want to reference that in the ad. Including these things will help consumers to choose your appliance service company over your competition.

Here’s an example of a company that’s using the ad extensions.

Look how big that first ad is compared to the other 3.

If we could match these up, the first ad is almost the size of all three ads combined.

Ad extensions makes the ad jump off the page.

Want To Get Your PPC Ads To Show Up In The Map Section Of The Search Results?

Ads in the Google Maps section is something relatively new over the last few months. If you want your pay per click ads to show up here, you will need to enable the location ad extension.

Send consumers to a well thought out page on your website that’s built to convert

Consumers that come across your appliance repair ads, typically have 2 options, either to call your appliance repair company from the ad or to click on the ad and visit your website. For the ones that click on your ad to find out more about what you have to offer, you will have to convince them with the information on that page, to call your appliance service company over the competition.

Here’s an example, of a website that has a lot of conversion elements.

The first one is the phone number. Notice how big and bold that phone number is in the upper right-hand corner. Now there’s actually studies that show that when a consumer visits a website, where their eyes go first is that upper right-hand corner. This is why you want the phone number to be there.

When a consumer visits an appliance repair website, you don’t want them spending a lot of time reading, instead you want them to pick up the phone and call!

Appliance Repair is an emergency type industry…

If a consumer’s fridge is broken and their food is spoiling, they just want an appliance repair technician to come out right now. So, while consumers may do some research before choosing an appliance repair company, it’s very minimal compared to other industries. Most consumers just want to see a few good reviews and that’s enough for them to make a decision.

Other conversion elements from this example website:

Common questions in a consumers mind when choosing an appliance repair company:

Am I going to get ripped off?

That’s the main question a consumer has, when they’re calling any type of service company.

Does the appliance service technician have experience?

They want someone with experience that’s going to fix the problem right then and there, and not someone that just got out of appliance repair school.

Is my appliance worth fixing?

They don’t want to dump a lot of money into an appliance that’s not worth it and if they do decide to get it fixed, they want to know the price upfront, so they can determine whether to get it repaired or just replace it.

What if there is an issue with the repair?

100% satisfaction guaranteed is telling them that, if there is a problem, the company is going to stand behind their service and do whatever it takes to make things right.

We’ve covered a lot of information about key elements when it comes to running a successful PPC advertising. So, I just want to summarize everything for you now.

I highly recommend conversion tracking – It’s a must, without it, you could be losing a lot of money with PPC advertising.



Small Ad groups – your campaign must be broken into smaller ad groups that target the different services that you provide.



High converting Ads – Your text ads must match what the consumer typed in the search engines. Now this isn’t going to be always the case if you have an ad group with multiple keywords in there. Another option you can do, and this is somewhat advanced, but I’m going to put it out there, is to have one ad group per keyword. And at that point, everything matches up at least 90 to 95 percent of the time.



Understanding of keyword match types– The broad match type is the one you must be very careful with. I usually recommend for someone just starting out with PPC advertising to starting out with exact match and phrase match and then work your way into the broad match modifier, if you’re not getting any leads after a few weeks then consider testing broad match. But once you start running broad match, you want to check the negative keywords.



Don’t forget about negative keywords – I highly recommend that if you’re not checking those on a regular basis, that you start doing so on a daily or weekly basis.



Write compelling text ads – that resonates with what the consumer types in and entices them to click on your ad versus the competition. Remember they’re seeing multiple ads, and what you use as your headline, is the main thing that is going to grab their attention.Then you have the description which helps to get more conversions.



Consider using ad extensions– to make your ads stand out more in the page. There’re multiple extensions that you can use, to make your ad look bigger, and you’ll get a lot more clicks with a bigger ad.



Use Landing Pages with high converting elements -Having the phone number, big and bold in the upper right-hand corner. Display your customer reviews, accredited by the better business bureau, if you are and lastly offer a discount.

Now, one of the things that maybe going on in your mind is, PPC advertising seems complicated.

I don’t think I have time for it.

Afterall, you’re running an appliance service business and taking care of all the day to day activities that come along with that.

The truth is, you’re going to make your most money fixing appliances, not trying to do the advertising yourself. However, if you’re a small one-man operation, you are already wearing multiple hats.

You’re the accountant, the marketing guy, the technician, and that’s okay. But as soon as you get to the level where you can hire a company to do the advertising for you, then you should to allow you more time to focus on the task that brings in the most money for your company which is fixing appliances.

Now some of you reading this may have a larger operation and you don’t want to do the online marketing tasks yourself and instead you are considering outsourcing some of it or maybe you want to hire an in-house person to start doing some of this for you.

Then your next question is how do I choose a good company to manage my PPC campaigns?

Here are a few questions that you’d want to ask them.

How much of the budgets that they’re telling you need to spend each month will go towards spending money on advertising versus their management fee. How most PPC management companies work is they’ll tell you how much you need to spend. For example, $5,000 per month and then they take a percentage of that so the full $5000 doesn’t go towards paying for ads. Others will add a percentage on top of the ad spend. Usually that’s somewhere between, I’d say 10 to 20 percent of what you spend. So, you’re looking at about $500 to $1000 per month in management fees. if you hire a management company, you need to calculate their management fee into what is costing you per lead to see if it makes sense. A lot of people made this mistake and they just use what they spend with Google AdWords as the only expense, but the management fees, is an additional expense, that must also be factored into your true cost per lead. Those extra management fees can be the determining factor of whether or not you have a successful campaign.



What type of tracking will they put in place? You want to be able to track a phone call versus someone that just entered their information into the web form. If you don’t have web or call tracking that connects to AdWords, you’ll be at a major disadvantage with your competition. And you want to be able to, with the tracking to differentiate the different sources of your leads. Did the lead come from PPC or was it organic traffic? Tracking allows you to track your key performance indicators?



Will they be setting up landing pages for you for each ad group? – Ideally you want to have separate landing pages instead of just to the homepage on the website. If they typed in dishwasher, you want to take them to a page on your website that is all about dishwasher repair. If they type in stove repair it needs to go to a page on your website, all about stove repair.



How will the pages be optimized for conversion? They should be able to tell you what type of conversion elements are going to be on those landing pages. They should be able to show you examples as well.



Are they going to split test the ads for each ad group? And then how often will they conduct split test.



Will they leverage ad extensions for you to make the texts that stand out in search results? And will they be tracking that to see whether the ad extensions work for your particular market?



What are the targets in terms of cost per lead and return on investment? They should have a goal for you.

So, if you make it this far in the article, I want to reward you with some bonuses:

There is one other extremely valuable bonus I want to offer you, that is, I want to give you a Free 2018 Online Marketing Review. This is where we’re going to look at your online visibility which includes:

Get A Free Online Marketing Review Session

If you would like to have our team take a look at your current online marketing Strategy and let you know where may be room for improvement and discuss the possibility of working together to make 2018 your best year ever in the appliance service industry and finally get your lead generation right. Then schedule your FREE online marketing evaluation now.

Click here to schedule your strategy session now

Resources Mentioned In The Webinar:

Connect With Us:

https://www.facebook.com/appliancerepairmarketingtips

https://www.youtube.com/channel/UCYtRqHS2HB9_JCOk_CURBiA

Listen to the podcast version of the webinar below:

The post PPC For Appliance Repair Businesses – Increase Your Leads With Paid Search appeared first on Appliance Repair Lead Generation.

The New 2018 Appliance Repair Search Engine Optimization Formula

Today we’re going to discuss the new 2018 formula. The SEO landscape is forever evolving, and typically, when we’re talking about SEO strategies, we’re primarily focusing on the Google search engines versus Bing and Yahoo. That includes YouTube which is also considered to be a search engine. The reason is because Google does have about 80 percent of the market share. So primarily that’s what we focus on as a company when we generate appliance repair leads for our clients using SEO. And because it’s ever-changing, it’s something that we try to stay on top of. That’s why we created this webinar for you today to help keep you updated on what’s going on with SEO and help outline some of the things that you should be focused on if you are doing any type of SEO strategy. This is part of our 2018 appliance repair online marketing series of webinars.

We did a webinar last month regarding this which was more of a high-level type webinar where we went over the different things that you should be implementing as part of your online marketing strategy. But we didn’t really go in-depth on what you should be doing.

Search engine optimization is primarily what we’re focusing on today. Then we’re going to have some additional upcoming online marketing webinars over the next few months. That’s when we’ll go into some of the other different strategies like pay per click advertising and website conversion. If you were on the last webinars you probably saw the image below, which is what we consider to be the online dominance blueprint. If you want to dominate your local service area, then you should have all or a majority of these different sources of online advertising so that you’ll have a consistent flow of new appliance repair leads coming in.

So what exactly are we going to be covering today?

We’re going to cover the latest updates with the Google algorithm, the things that you may have put in place in the past that could be hurting you right now.

We’re also going to talk about how to optimize your website using the new appliance repair SEO formula.

Does Search Engine Optimization still matter?

I get asked this question all the time. There are some gurus out there and some blogs that will say the SEO is dead and that it no longer works. Maybe you have experienced that, where you’ve tried it on your own, and you just don’t seem to get any results.

Well I’m here to tell you that we use it every day to generate hundreds of appliance repair leads for our existing clients. So, the quick answer is that yes it does matter. We’re going to talk about our online dominance blueprint image for a little bit and what it show’s you are the click through rates for Google’s search engine results page.

So, at the top there you’ll see the paid ads section and then we have the Google Maps section below that, and then the organic results. Now, this is the older image because the search engine results page doesn’t really look like this anymore but it’s still relevant.

And the reason why it’s still relevant is from what we’re seeing in all the different states that we have clients. The results are similar.It’s not exactly the same, but it’s so similar that a majority of the clicks are still going to the Map and Organic sections.

So even though there’s a section for advertisements above the maps and the organic sections, it seems like consumers are still averse to clicking on them. I believe a lot of people don’t like to be sold. We all like to buy, but we don’t like to be sold. So, there’s still a large segment of the population that are just skipping over the ads and going either directly to the map results or the organic search results.

We mentioned on the last slide that there have been some recent changes to the Google search engine results page. So, let’s talk about what actually changed there. They removed the ads that used to be on the right-hand side along the page. Now it only has ads at the top and bottom in some cases or in some cities the number of ads varies. Sometimes you see as much as 4 at the top and then 3 at the bottom. But it could vary. The Google map listings used to be 7 results and now they are 3 results. Definitely a part of that is because Google needs more space to put the ads. If they don’t want to display them on the right anymore, then they need to make room. So, Google minimized the map listing section, and they are also now showing ads in the map results.

Google is also testing something new called Google Home Services Ad’s in San Diego and other markets near California. Now, this doesn’t affect the appliance repair business at the moment. Since it’s not doing that at the moment, we won’t focus too much time on it.

Some of the industries that it’s in, is HVAC, locksmith and garage door repair. Those are the few I can think of off the top of my head. But this is something that’s relatively new and it’s not for the appliance repair industry. But I thought it was worth mentioning because it could be in the future.

Google has rolled out its first mobile index

What that means is that search results for a mobile device are different from if you’re using a desktop computer. If you go to Google on your desktop and search for “appliance repair + your city”, and your appliance repair website is somewhere on the first page on your desktop, and then you try to do the same search with your mobile device, and you’re getting different results, that’s probably the reason because Google has two different indexes.

Let’s take a look at an actual example. I just did a search for appliance repair Miami.

In this case, you’re seeing those 2 ads at the top, there are no ads on the right-hand side. Then there’s the Google Maps listing, and they’re only showing 3 listings now, instead of the 7 that we saw before on that click-through rate image. Then we have the organic search results.

Here’s an example of an ad being shown in the Google map section:

We’re only seeing one there. But I’ve seen as much as 3 especially when using a mobile device.

Now I wanted to show you this example here of the Google Home Services type of ads.

The search term I used was “San Diego plumber”. If you look at the very top of the page, those top 3 ads are the Google Home Services Ads. Then if you look closely there, you’ll see the green badge with the check mark which says Google guaranteed.

Those are the Google Home Services Ads, and if you notice they show up above the regular ads. Then you have regular ads, then the map listings and then the organic results.

Google is pushing the organic results further down the page, and you are probably thinking if SEO is what we use to increase the ranking of our website in the organic section, is it even worth doing search engine optimization if there are so many ads that are above the organic results???

Yes, it is! Here’s why…

Keep in mind that consumers are aware that the first few listings they are going to see on the search engine results page are Ads. Remember consumers don’t like to be sold, which I illustrated to you in the click through image above. So they don’t have a problem scrolling down to get to the organic results. Even with all these changes and although it may be too early to tell, but I expect the same results that consumers will definitely go to the maps and organic section over the Paid Ads section. But it’s too early to tell, so we’ll see as the months go by, what the click through rates look like. Don’t forget, the Google Home Services Ads are not currently part of the appliance repair industry at the moment. The appliance repair search results currently only have regular ads then the Google Maps, then the organic results, and there are no home services ads.

But I think it’s worth mentioning.

Let’s not focus too much time on it, in the event it doesn’t get applied to appliance repair industry.

Now let’s focus on the 3 biggest changes that we’ve seen with search engine optimization in the appliance repair industry:

1. You can no longer use duplicate content. Well, that’s true to a certain extent.

It’s not something that we recommend when we do consulting for appliance repair companies that are doing their own SEO. It still works but we’ve seen sites that either don’t rank well with it or they could even get a penalty because of the duplicate content.

If you ever heard of the Google Panda Update which they used to run once or twice a year, now it’s become part of the regular algorithm where it’s actually done over 30 days.

So yes, you can still use duplicate content on your city pages, but we have gotten away from it. We used to use it probably 3 or 4 years ago where we just duplicated the content for each city page and just change the city name. But we’ve gotten away from it because we feel over the long term Google will crack down on it.

We’re starting to see an indication of poor ranking due to duplicate content if it’s not done right, so we wanted to mention it. Since we don’t think it fits into a long-term strategy, we recommend that you use original content.

2. If you have too many irrelevant or low-quality links pointing back to your site

This could be negatively affecting the rankings of your appliance repair website.

3. You need a real physical office address to rank in the Google Maps

In the past, some appliance repair companies used to use a virtual office address or they use the U.P.S. store to get their appliance repair business listed in the Google Maps section of the search engine.

Google has pretty much cracked down on that and you don’t see too many appliance repair companies ranking in the maps section with those types of addresses, because of that.

You can still use your home address, and you don’t have to display the address. That’s definitely still working. But ideally, if you have an office that’s definitely the way to go for that.

If Google Home Services Ads becomes part of the appliance repair industry, then you will need to have a physical office address to use and home addresses won’t work in that case.

We did mention be careful with duplicate content.

Most appliances repair companies serve a 10 to 25 mile radius. So there are a lot of cities and a lot of towns, and in order to rank effectively across all those cities and all those towns, you need to have multiple individual city/town pages.

We usually get this question;

How do you rewrite the content on your home page for each of those cities for 20 to 30 different cities?

And that’s what a lot of appliance companies, SEO agencies or even web design companies do, they would just use that duplicate content strategy. So, they only write the content once, and then they just copy it on to all the different city pages. So if your appliance repair website is not ranking as you think it should, you may want to look into this.

If you want to check if duplicate content could be part of the problem why your appliance repair site is not ranking well, you can do an analysis check using a website called Copyscape.com. That site will work well to check duplicate content on one or few pages, because all you have to do is enter the domain name of your website and click on search. It’s a paid service, but it’s not expensive and they charge based on the amount of words on the page. So, for a few dollars, you could quickly identify if your home page has the issue.

Now if you have multiple pages on your appliance repair website, let’s say you have 20 or 30 pages you may want to use another service, called Siteliner.com. This service will analyze all the pages on your website and let you know if there’s any duplicate content across the web.

Ideally you want to have unique content for each of those city pages, but it doesn’t have to be 100 percent unique. You can probably get away with 70 or 80 percent uniqueness.

What if you do come across that your Appliance Service Website has duplicate content?

You don’t have to delete it necessarily.

You can either choose to rewrite it, or you can add additional content to it as well. To help minimize the duplicated content, because remember you don’t necessarily need 100 percent uniqueness, you probably need around 70 or 80 percent to see better results.

If you want to test it, you can just try either rewriting or rewording the content on one of those pages and then track the results to see if the rankings change just by doing that.

Now if you do that, the next step is to get Google to visit that page so that they can update their index.

If you are not sure how to get Google to come to your site and do that, the easiest way is to sign up for a Google Webmasters account, if you don’t already have one. It gives you a lot of insight in addition to having Google to crawl your site. Once you actually change the content and requested the crawl from Google, then give it a couple of weeks to see if the rankings change.

Google is taking a lot longer to crawl and update websites nowadays. So, two to four weeks ideally would be good to see if the rankings change.

Do you have too many low quality or irrelevant links pointing to your website.

A few years ago, it used to be all about links. The website that had the most links is the website that would get the number one position on Page 1 of Google.

Google cracked down on that.

Particularly the Penguin update addressed this, and it’s now more about the quality of those links and the relevance of those links, than it is the quantity. So, you may want to review your link profile for your website and find any bad links, and to either have them removed or disavowed.

You can get an idea of what your link profile looks like with your Google Webmasters Tools, and this is also where you would want to disavow any bad links. You can identify these links to Google and tell them you don’t want to have them associated with your website, which is what disavowing a link is.

They are not going to remove the links, but they’re basically going to re-categorize them from a do follow link to a no follow link and then it won’t negatively impact the rankings of your sites.

The disavow process is all you need to do, but if you also want to get them removed you’d have to actually contact the website owner that is linking to your website and ask them to remove the link, which sometimes can be a challenge and Google knows this.

That’s why they have the Disavow Tool, for website owners to discredit those links in the event of that type of situation. Now something to keep in mind, if you just have a Website, you can still get links even if you’ve never tried to get links. That is just how the web works. There are companies out there that are scraping information online and are always looking for different websites to link to. Let’s say there’s a new appliance repair directory. They will want to find every single appliance repair company in Houston. So they’re going to go to Google, and they’re going to actually go through every single page and list every single appliance repair company and then they’re going to take that information and put on their appliance repair directory Website. Then that’s going to link back to your site. But that could be a low-quality link. While it may be relevant, it’s a new directory. Who knows what types of links are pointing to them? It could be a low-quality link that you’ve received even though you’re not trying to get links that way.

So, it’s good to check your link profile as part of your monthly or quarterly strategy to take a look at the backlinks that are pointing to your Website and see if you notice any low quality links. You can then disavow them or contact owners of those websites that are linking to you and ask them to remove them.

As part of your monthly appliance repair SEO strategy, you continuously want to work to diversify the anchor text and build more high-quality and relevant links for your website. The reason you want to have multiple anchor texts is because that’s how you get your Website to rank, for hundreds if not thousands of different appliance repair keywords.

Google Maps has a major change with the Google Penguin update, and it primarily addressed the local map listings.

It took a major toll on appliance service companies that were using fake addresses such as the U.P.S. store, mailbox, etc., They were the main ones that really got affected by google is trying to get more real physical business address in the map listings. But since the appliance repair industry is a service area business, and that’s just a fancy way of saying appliance repair companies provide service at the customer homes, Google allows appliance service companies to use their homes.

But Google also understands that most appliance repair companies don’t have an office for consumers to come to and is referred to as a service area business, so they know that a lot of appliance service business owners operate from home and then they just have technicians that go out to the consumer’s address. That’s why the home address is still working and it probably will continue to work because they really do understand that appliance repair is a service area business.

If you’re doing your own appliance repair search engine optimization and you’re doing it the same way you used to do it four or five years ago, and you’re not seeing the results, it’s probably because of what used to work in the past is no longer working today. In the Panda, Penguin and Pigeon era, it’s all about the user experience now, and there’s something referred to as user experience optimization, which is now part of effective search engine optimization.

You typically hear of On Page SEO, Off Page SEO and now there’s user experience SEO.

The new appliance repair SEO formula requires a heavy focus on user experience. This is because Google is primarily focused on the end user. If the consumer goes to Google’s search engines looking for an appliance repair company, they want to make sure they are delivering exactly what the consumer is searching for. So as a result, they track what the consumer is doing, and if they realize that the consumer is not finding what you’re looking for, then they’re going to change who ranks where on the first page of Google.

Search engines track everything

So once someone goes to Google and they type in appliance repair to find a local service company, they track to see what the consumer does. That includes things such as:

These are all things that Google are tracking, including whether the consumer clicks the back button, which would indicate that they didn’t find what they are looking for. Google is tracking all these things.

If that consumer now goes from Google to let’s say Bing or Yahoo, they’re paying very close attention to that because that’s definitely not what they want to happen. So click through rate is key when it comes to user experience optimization.

They’re also looking at the scroll rate. Are consumers scrolling down once they get to your appliance repair website? Are they clicking on links? The amount of time that they spend on your website is a big deal.

This is where you want to track the bounce rate of your website, which is how long the consumer stays on your website before leaving. Do they come to your website and then leave? Do they leave in 10 seconds, 20 seconds? Ideally you want each visitor to your website to be spending 3, 5, 10 minutes or more on your Website.

Now how do you track things like the bounce rate, time on site and click through rate?

You can track it with a free tool from Google, and it’s known as Google Analytics.

You can just type that in the search engines to find the link to Google Analytics, and I highly recommend that you get it now, so you can start looking at these factors. Because these factors can and will negatively affect the performance of your appliance repair website.

Another reason these factors are important is because they can rank you on page 1 with less links. If you can get this part right, you can use a lot less links to get onto the first page.

A good number of reviews, relevant links and a good click through rate score are pretty much the new ranking factors that you want to focus on. You want to figure out also what the most important appliance repair keywords are. That’s based on your service area and you also want to pay attention to the search volume.

Now how can you find out the most important keywords in your local service area.

Well, one of the free tools again is from Google, who does provide a lot of free tools that you can use to improve your online marketing. To get access to their keyword planner, you do need to set up a Google AdWords account.

You don’t need to run ads, although if you do run ads with Google AdWords you’ll get access to a lot more details but all you need to do is sign up for a free account. They may ask you for a credit card, but if you’re not actually running ads you’ll never be charged for anything. So that’s how you can get access to Google’s keyword tool, and you can of course just search that in Google to find a link to it.

Identify all the appliance service keywords you want your website to rank for

Set up a great website with unique pages to target those appliance service keywords. So, once you have the keywords that you want to target you did a search using the keyword tool, to get your feet wet with keyword research.

Now you know which appliance repair keywords are actually getting the most clicks.

Now you need to create pages with those keywords. So, you can start showing up in a search engine when someone types those keywords in your local service area.

And you also want to have pages for each service. For each city, you want to optimize your website for user experience. Then you want to optimize for SEO which includes on-site optimization. You also want to build authority by using offsite optimization and then next you want to track the results. So, you should be looking at your results monthly at a minimum. If you create new pages, you need to know where those pages are ranking in the search engines, because if the rankings increase that also results in more appliance repair leads.

So here are a few appliance repair keywords

There’s definitely a lot more and some of that will apply to you while others won’t. You know for example if you don’t service Bosch appliances, then you know those definitely won’t matter to you. The second column represents the search volume. You may be thinking some of those numbers are pretty large especially the first, but it’s because it represents a nationwide average.

135,000 searches gets done on a monthly basis for appliance repair across the U.S.. You can get a list of the top 50 appliance repair keywords by clicking here.

Just to review, you want to have a strong website with good content and that has a good user experience.

You want to also leverage multimedia to improve the on-page time. Having multimedia is one way to improve the user experience. We went into this in a little more detail on the webinar last month, which you can find on our YouTube channel.

The 2018 Online Marketing Plan is the name of that webinar, so that’s what you’d be looking for.

But leveraging multimedia especially video, will help keep the consumers on your website longer. That’s because for them to take time to watch the video takes a few minutes, but you don’t want a long video. Just having something for a couple of minutes is ideal.

What type of content should you make those videos about…?

You could have a video of the owner of the appliance repair company welcoming them to the Website talking about the different services and brands that your company specializes in.

You can even introduce your team members and the different technicians that will be coming out to their homes.

All those things will help you with user experiences.

And then you want to have different pages for each of the different services. So, you could have one page for refrigerator repair, another one for dishwasher repair, another one for stove repair and so on.

Don’t just list all the services on one page and you want to have multiple pages for each of the different cities that you service. So yes you’ll have one page for the main city but then there’s all those different towns or suburb areas that you want to create pages for, because that’s going to help you rank a lot easier than trying to get just one home page of your website to rank for 20 or 30 different surrounding towns or cities.

Again, we do recommend that you have unique content. You also want to have customer reviews on the City pages as well, as those will help with those pages not only ranking easier, but it will help with converting more visitors to those pages into actually customers.

Ideally you want to get reviews that are on Google, Yelp or Yellow Pages and actually get it onto that particular city page where the appliance repair service was completed. All these things are great signals to Google to rank higher, as well as consumers who are looking for reviews nowadays before they actually pick up the phone to call.

Reviews are another way to improve the user experience.

On-page Search Engine Optimization Tips

Unique content on every page.

The main keyword that you want to rank each page for should be both in the title and in the H1 tag.

The keyword that you want to target must include the city name, such as appliance repair + city or refrigerator repair + city.

For example, if you’re in Dallas, you can have ‘Dallas appliance repair’ or ‘Dallas dishwasher repair’.

A surrounding city that you may target around Dallas would be Garland Texas.

So ‘Garland appliance repair’ is what you want to have in your title and H1 tag for your Garland city page.

Then you have the Meta Description that really sells the click. Now, this is important once you get onto page one of Google as the Meta Description is where you want to put the Call To Action because consumers actually read it before deciding to click on your listing.

So why should the consumer click on your website vs. all the other websites and ads on the first page?

Is it because you have the best service in town?

Is it because you offer a free estimate if they go with the repair?

Those are just a few things you may want to consider putting into your Meta Description to convince the consumer to click on your website.

Now, this can be very effective, especially if you’re not necessarily in a number one position on page one.

So, let’s say you’re on page one but you’re in number two or number three position, then by optimizing the Meta Description of your website, you could get more consumers to click on your website versus just immediately clicking on the website that is in the number one position.

Then you want to have the name address phone number and footer.

Consumers are looking for the contact information and they want to see where your appliance repair business is located.

They want to see how close you are to their home. So that’s why that’s important.

And then you want to do blog posts or write articles on an ongoing basis to keep your site updated. The blog will help to not only keep your site updated, but blog posts that are optimized correctly can also help you to rank for additional keywords.

Examples of blog posts you can write about are:

Why isn’t my refrigerator cooling and the possible causes?

Or why doesn’t my oven heat up

These are all great resources because consumers that are having these types of issues with their home appliances are not necessarily going to just type in “appliance repair” in the search engines, which is probably the most common search term that most appliance repair companies target, but instead some consumers are going to type in the problem they are having such as “refrigerator is not cooling” or “oven not getting hot”. You want to rank for such keywords like as well.

So that will summarize on-site optimization and below is another image that we discussed in the last webinar.

But it’s worth bringing up again because these are the different things that you could use to improve the on-page optimization and the user experience.

That includes:

All these things will help to get more visitors to your site to call your appliance repair business.

Let’s talk about off page SEO

On page search engine optimization is important, but if you’re on Page 5 – 10 of Google then how do you get to the first page?

This is where off page SEO comes in, to get your website closer to page one so that you can start to get visitors to your site. At that point you can start optimizing for user experience.

Did you set up your Google My Business Listing?

You do that so that you can start ranking in the map results. Once that is done, the next step to improve your rankings is to start getting a lot of citations across the web. That’s primarily from local directory sites like Yelp, Yellow Pages and your social media sites like Facebook.

Then you want to start asking for online reviews from all of your customers

You want to leverage tools. If you don’t want to do it manually, then you want to leverage tools like Review Buzz, Customer Lobby and Birdseye. There are several tools that can help you with this, but you can do it manually.

But the important thing is that you want to start getting reviews from every single customer that you provide service to. If you’ve ever watched any of my videos or read any of my blog posts before, you will notice that I am a strong advocate of getting reviews. I talk about how important reviews are and how even more important reviews are going to be in the future. We are already seeing a pattern where consumers want to read reviews before calling an appliance repair company. This is why Yelp is as big as they are.

They’re a multi-million dollar company now, and it’s all based on consumer reviews.

They saw that pattern years ago and they created a website based around consumer reviews, and now they are multi-million dollar company.

And I’m telling you reviews are going to become more and more important as time goes on, if you take away anything from this article today it’s that you need to get on top of collecting customer reviews on a regular basis.

So, every single customer that you provide appliance repair services for, you should be asking them to leave a review. And it doesn’t matter which review site they leave it on and they don’t have to leave it on every single site.

Which Review Site Is Best?

Google is definitely my number one choice and then Yelp would be the second choice. My third choice would be Facebook. Most of the other sites now pull reviews from those three, so those are the three you want to focus on.

But if you want to focus on one, it should be Google.

Now you’re not going to please every single person, Right?

Someone’s going to write a bad review about your appliance service company and that’s ok. That’s just how it is. The important thing is that you get more good reviews than bad.

If you only had good reviews and no bad ones, then consumers would actually wonder how legitimate your reviews are.

You always want to respond to the reviews. Actually you want to respond to all reviews whether good or bad.

If you get a good review, you can just write a short note thanking the customer for choosing your appliance repair company, and let them know you understand they have a lot of choices when it comes to appliance repair, and you’re happy that they chose your company and you look forward to serving them in the future. That is an example of how you could respond to a good review.

When responding to a bad review, never blame the customer even if they are to be blamed. Instead take responsibility for the bad outcome.

I always recommend to my clients to refund the customer their service call fee, if they think that will solve the problem. In most cases it will. Not refunding the customer their money is not worth a bad review. Bad reviews are going to cost a lot more in new business in the future.

The secret to getting ranked in the Google Map Listings

All you need are primarily a lot of relevant and authoritative citations and customer reviews. Those are the top two things that you need to focus on.

Once you set up your Google My Business listing, you’ll see your rankings climb into Google Maps just by focusing in on getting new citations and getting those reviews on a regular basis.

You may be wondering now what I mean by authority or relevant links

So, let’s start with authority links. Most directory sites especially the major ones, those are authority links. Yelp is an authority link, Yellow Pages is also considered to be an authority link.

And then there are authority social media marketing sites like Facebook.

Other examples would be:

If you could get a link from a manufacturer, let’s say you are an authorized vendor for G.E. or Whirlpool and they link back to your website, those are also really good authority links and they are also relevant.

A link from an appliance repair directory site is considered relevant. And then there are online article sites. So, if you publish an article about appliance repair and then link back to your website, it will be considered relevant.

A press release about your appliance repair company is considered both authority and relevant because they’re typical newspaper or news station websites.

And if you publish monthly blog posts, other websites will pick them up and republish them. You’ll get authority and relevant links back that way as well. Another way to find authority links would be to analyze the competition on the first page.

You’d need a software to do this, one of them that I would recommend is majestic.com, Majestic allows you to input your competitors that are ranking at the top of page one and they will show you most of the links that your competitors have pointing to their appliance repair website. This software costs around 40 bucks per month, depending on the subscription you choose. Once you have the list of your competitors’ backlinks, you can now contact the owners of those websites to see if you can also get the same links for your website.

As you analyze your competitors’ websites and their backlinks, you need to understand something called Trust Flow.

Trust Flow is measured on a scale from 0 – 100, with “0” meaning the site has no Trust and “100” meaning it is the most trusted. So the higher the TF, that will indicate if it’s an authority link. Then you can just look in the domain name to see if it has anything to do with repair or appliance. That’s how you could identify relevant links that your competition has, and then you can just contact the website owner to see how you can get a link from that website.

You don’t have to reinvent the wheel

Learn from your competitors who are already on the first page of Google and replicate what they are already doing.

If you were to take a look at the top three sites on the first page of Google, there’s a few things that you’ll notice that they all have in common.

First, they all have in common a claimed and verified Google My Business listing.

Google used to have what’s called a blended algorithm. So usually those three companies that will show in the in the top 3 map listings are also the same 3 websites that are at the top of the organic results. This however, is not always the case any more as the blended algorithm doesn’t really work as it used to.

But if you do analyze to see if those top 3 websites in the organic section to see if they have a Google map list and in most cases, you will see that they have one. So that’s why I would highly recommend that you set up your Google My Business listing if you don’t already have one.

Remember you can use your home address and you’ll have the option not to display the address in the Google Maps. I highly recommend that you at least get this step going and you’ll start to see some improvements in your organic results. And as well as you’ll get more appliance repair leads just from being listed in the map results as some consumers go directly to maps section to find an appliance repair company.

If you’re setting up your GMB listing for the first time, use your real company name, try to get a keyword in their as that is considered spammy in Google’s eyes. Example, don’t do appliance repair Houston when your company name is dependable appliance.

While using a keyword instead of your real company name might still work, we don’t recommend it as a long-term strategy. We’re always thinking long term and we want to get lots of online reviews, and as a reminder getting online reviews should be part of your daily routine.

Just like your daily routine maybe to order parts or to stock your trucks, online reviews should be part of that as well.

Keyword in the title tag.

The main keyword “appliance repair + city” or some variation of the keyword can be found in the title tag of the top 3 ranking websites on page 1.

Lots of citations

From those directory sites, and social media sites that we talk about and the N.A.P information needs to be consistent across all sites.

What does N.A.P stand for?

Name

Address

Phone number

All those should be consistent across all citations. So capitalization and spelling matters. If you use an uppercase letter in one citation you want to use it in all the others.

Let’s say your company address is 123mainstreet. If you spell out the word “street”, you want to keep it consistent and spell it out across all the other citations. So don’t use the abbreviation “ST” for street on some and then spell it out for others.

All those “little” details can affect the rankings of your Google Map listing.

You want to have a solid link profile across the web.

We talked about this earlier, where you should take a look at your links monthly or quarterly to see what type of links are actually pointing to your Website and if it’s a low quality link, you should try to remove it or disavow it as it could be affecting your rankings.

We’ve covered a lot of information, so let’s go ahead and review now.

The new Search Engine Optimization Formula for this year is to set up a great Website with pages for each of the different services. The additional pages will help you rank for more appliance repair keywords than if you just had one service page with a list of different services.

You also want to have pages for each of the different surrounding cities and towns around your main city that your service.

Identify the best appliance keywords that you want your website to rank for in your local service area, once you identify these, you should take a look at the search volume and and add your city to it, and include your main keywords in the title and in the h1 tag of each page.

Use unique content on every page. That’s what we’re recommending.

Leverage multimedia on your websites such as video and images to increase the amount of time that a consumer will spend on your website and if you don’t already have it, sign up for Google Analytics and you realize that you have a very high bounce rate, you can addressing that with the videos and images of the technicians, the owners, the team and the vans are all things will help reduce that bounce rate.

Then you want to make getting online reviews a regular part of your daily strategy, which I highly recommend, and you want to get these reviews across different websites right. Some consumers will prefer to do Yelp because they already have a yelp profile and that’s fine. The important thing is that you’re asking for their reviews on a daily basis and then you want to build citations consistently.

You’re not going to get hundreds of citations all at once. I recommend that you maybe get 20 – 30 the first month and each month you get another 20 to 30.

You want to post updated content on an ongoing basis and you do this by creating monthly or weekly blog posts. This will help you to rank for hundreds, if not thousands of keywords.

You want to build links, relevant links and authority links is what should be building constantly,and this should be a monthly plan.When it comes to Link Building or ling acquisition, you want to be choosy with those links. So, make sure they are from high authority sites and make sure they are relevant to the appliance repair industry.

Relevance would mean it’s has something to do with appliance repair, or the website should be have something to do with real estate, homes, houses, electronics or appliances.

Leverage paid search to identify high converting keywords. So what we’re referring to is by doing some type of pay per click advertising, you’ll be able to identify some keywords that you can now use for SEO.

Track your progress and results.

You want to get Google analytics to track the on-site user experience.

You can use Google Webmaster Tools to track your rankings for some keywords, as well as to analize the links to your Website, but keep in mind it’s not going to show you every single link.

There are paid tools that you can use like proranktracker.com, which will track where your website is ranking in all the search engines. Bright local is another rank tracking tool, you can sign up for a brightLocal.com.

You also want to consider using call tracking services, and we’ve talked about this a lot in past videos and articles.

Some companies that you can use for call tracking is callrail.com, callfire.com and servicetitan.com. Call Fire would be probably one of the most inexpensive way to implement call tracking. As a reminder call tracking is a way for you to track your advertising, so you can know what’s working and what’s NOT working.

It’s also going to help you track the amount of appliance repair leads you get from one source such as SEO versus the amount that you got from pay per click advertising and also yellow pages, and then you can maybe choose to invest more money into the ones that you’re getting a lot more leads from.

So that’s pretty much it.

If you have read this entire article, we want to reward you with a free 2018 search engine optimization review, where we’ll take a look at your online visibility. We’re going to talk about the different keywords that you should be targeting.

Keywords change over time and vary from city to city. For example, consumers are not only typing in appliance repair when they are in need of service, a relatively new keyword they are using now is “appliance repair near me” or some variation of that which sometimes include the word “nearby.”

So, we’re going to look at some of the keywords you should be targeting specifically for your local area. We’ll look at the rankings of your Websites. We’ll look at the different online directories that you’re listed, and we’ll see if your company name, address and phone number are consistent across those.

We’ll also take a look at your online reviews if you have any and if you have any bad ones are you responding to them. So, we’ll review your overall online reputation.

And then how effective is your Website conversion and we can talk about some additional user experience factors during that particular Website conversion segment of the call.

Get A Free SEO Review Evaluation Session

If you would like to have our team take a look at your current SEO Strategy and let you know where may be room for improvement and discuss the possibility of working together to make 2018 your best year ever in the appliance service industry and finally get your lead generation right. Then schedule your FREE search engine optimization evaluation now.

Click here to schedule your strategy session now

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