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10 Questions You NEED to Answer Before Writing SEO Content

Creating content for SEO can seem like a daunting task but asking yourself a few questions before you begin writing can help make the process easier and increase the quality of your content. Of course, an even easier way is to hire the SEO experts at Roofing Contractor Marketing and let them handle your SEO so you can get back to running your business. If you want to go it alone answering these ten questions can help put you on the right track to creating content that fits your brand and business.

The ‘10 Essential’ questions you need to answer before creating a style guide

  1. Mission: What is the brand’s mission?
  2. Words: What key taglines, words, phrases, tenses or perspectives are used and associated with this brand?
  3. Purpose: What is the purpose for the content?
  4. Audience: Who is the focus audience, and what are they like?
  5. Solution: What is the problem the audience is facing, and how is this content a solution to that problem?
  6. Tone: What kind of tone does this brand convey, and how does that resonate with the audience?
  7. Style: What style of writing does this brand use?
  8. Organization: How does this brand organize its content? Does data support this approach?
  9. Platform: What platforms will be used to drive traffic to this content?
  10. Conversions: What kinds of conversions are we trying to make through the content?

Having answers to these questions for your own brand will both help you understand the brand better and communicate it with the people you work with, particularly writers.

If you don’t know these essentials, it’s likely that your content will fall flat. SEO and competitor analysis is not enough to go on when it comes to cultivating a message that truly resonates with the focus audience. In other words, it just won’t sell.

Note: If you are struggling to answer these questions, I suggest looking into the concept of the Ideal Client Avatar (ICA) or Persona. Developing these descriptions will help you paint a clear picture of what the brand’s audience looks like, what they want and need and what message relates to them best.

Read the full article at marketingland.com…

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Is your Roofing Company Keeping up with Google’s Ever-Changing Algorithm?

Search Engine Optimization or SEO is the practice of getting a website to the top of the Search Engine Results page or SERP for high-volume search terms. Holding that top position isn’t a simple task. Google is constantly updating their algorithms that choose how sites rank and what websites should hold those highly coveted, top-of-the-page spots. According to Google, small changes are made to the algorithm every day and more broad changes can happen several times a year. It can make it a difficult to stay ahead in a game when the rules are constantly getting changed.

Google confirms core search ranking algorithm update

Google acknowledged the suspected update but says there is nothing webmasters can do to fix their sites if they dropped in rankings.

Google has confirmed that they ran a “broad core algorithm update” last week that has impacted the appearance and rankings of some websites in the search results.

Here is Google’s statement on Twitter:

Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year.

As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.

There’s no “fix” for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.

There was speculation over the weekend about a Google update; this is Google confirming that speculation.

Read the whole article at searchengineland.com…

Here at Roofing Contractor Marketing, we have a team of SEO experts that are always working to understand what changes are ahead and how to keep our clients in the best possible rank. We know that good content is at the hear of SEO and our team is always testing new ideas so when the algorithm changes we are ready. As a roofing company owner, you probably don’t have the extra time worrying about what Google might change and how that is going to affect your business. Click here to get a FREE SEO Analysis to see how you rank currently and what we can do to help you climb to the top and stay there no matter how the algorithms change.

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Roofing Company Owners Don’t Have Time to Deal with Google Algorithm Updates

Search Engine Optimization or SEO is not for the faint of heart. SEO isn’t something you can learn in a weekend, a week, or even a year. SEO is one of those things that you can NEVER stop learning because it is always evolving and changing. For business owners wanting to get their websites found on Google, this can present a real challenge. Trying to juggle running a roofing company and staying ahead of the latest SEO trends and algorithm updates is overwhelming and exhausting.

That’s where our experts can help you. The Search Engine Optimization team at Roofing Contractor Marketing is always up on the latest updates and working to incorporate the necessary changes to get your website found organically. That means you can spend more time running your business and we will worry about things like this:

6 ways the August core algorithm update impacted local business

Was your site affected by the recent core algorithm update? Here’s a look at the changes made to local and small business sites after the update.

1. This update was not related to links

As far as we can tell, this update was related to on-site content quality more than backlinks. We have a new client of two months who saw an increase organically across almost every keyword we are tracking. All the work done so far on his site has been related to improving content quality — no links were built.

2. Keyword impact

In the local search world, it is hard to get a business to rank in the 3-pack in a surrounding city, but it is sometimes possible.

We work with a company in a suburb of a large city. Let’s say they’re in Addison, Texas, but they get all their customers from Dallas (They’re not, but it’s a similar scenario). With this update, the majority of keywords we were tracking that used [keyword + Dallas] increased, even though his location is in Addison (the suburb of Dallas).

In another example, Tom Waddington sent me an example of a business that decreased both locally and organically for the name of the major city but sustained rankings for the suburb (where they are actually located).

3. Organic and local results changed

We have ranking trackers that scan all our accounts daily so it makes algorithm updates easier to track. Many algorithm updates only impact the organic results or the local results, but we are seeing that this update impacted both. We are also seeing a small gap between the two updates. The local update seemed to have happened over July 31-August 1, and the organic update happened from August 1-2.

Read more at SearchEngineLand.com…

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Reviews: The Good, The Bad, and The Fake

One of the big hurdles that roofing company owners face is developing trust with their clients. This is in large part due to scammers who have infiltrated the industry and given a bad name to credible businesses in the industry. For roofing contractors who are working to overcome these preconceived notions, it is critical to have an online-reputation of good reviews. When consumers are in the research stage of choosing a roofing company, one of the first things they will check is your online reviews.

“A study from Harvard Business School shows increasing a business’s online rating by one star causes sales to jump 5 percent to 9 percent.” (Search Engine Land)

That means managing your online reputation is increasingly important to your bottom line. Some businesses have tried to take advantage of that system by writing fake good reviews but the research suggests that these fake reviews may actually be hurting your business. The reason is simple, most consumers can spot a fake review. Fake reviews will not build trust with your clients, it will inspire the opposite.

Why we need to fight fake reviews

1. Trust precedes substance

I mentioned before that 85 percent of consumers report that they trust online reviews. Maintaining that trust is important, and consumers are increasingly sensitive to information that challenges their brand loyalty. Reviews are part of your business content and reflect your reputation, whether positively or negatively.

Harvard psychologist Amy Cuddy found that people evaluate others by answering two questions in order:

Can I trust this person? and can I respect this person?

Trust is evaluated first, and only if the person is deemed credible is substance evaluated. Thus, as applied to a local business, it doesn’t matter how good you are at your trade or how good your food tastes if you don’t pass the first test.

Consumers who realize reviews are fake will move on from your business. And they’re pretty good at sniffing them out. Almost 80 percent of consumers say that they’ve spotted fake reviews.

2. Short-term gains are a losing game

While you might get a temporary bump in business from artificially raising your star rating, the long-term risk is great.

Consumer behavior statistics reveal that customers are likely to stop patronizing your business if they feel misled by false reviews. When targeted with irrelevant information, 67 percent of consumers unsubscribed from email lists, 43 percent ignored future communications, 32 percent boycotted company media and 20 percent stopped buying from the company. The reaction to false information is likely to be even stronger.

Read more at SearchEngineLand.com…

So how do you build a good online reputation with REAL reviews? At Roofing Contractor Marketing we offer reputation management services to help your roofing company build a great reputation! Click to learn how we can help your reputation work for you! 

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Google is Testing New Search Results Interface for Mobile

It shouldn’t come as a surprise to anyone that Google is always testing new ways to improve their platform. The constant change is one reason that is important for roofing contractors to hire a reputable SEO company, so they can stay ahead of the curve! The changes that Google is playing with could fundamentally change SEO ranking. Instead of getting to the end of a search engine results page and having to click to the next page Google is testing a “more results” button in the mobile search which will load more results below the current results. This button may save time and make it easier for searchers to go further down the results page.

Making it easier on mobile to continue down the results page may be a little beneficial for businesses that aren’t on the first page of results but the fact remains that businesses on the first page get more leads.

Google is officially testing ‘more results’ button to load more search results

Instead of making searchers click to the next page of search results, Google is testing showing more results on the same page.

Google is officially testing a “more results” button in the mobile search results interface. Instead of having to click to the next page of the Google search results, a searcher can click the “more results” button, and additional search results will load below the current results.

Danny Sullivan of Google confirmed on Twitter that this test has been running for the past few days.

It seems to be visible to many, if not all, searchers when searching Google on their smartphones.

Google first tested this more results button in a more limited fashion, but now searchers are seeing this test more often.

Google is always testing new user interfaces.

See more at searchengineland.com…

Do you know where your roofing company lands on the search engine results page? Get a FREE SEO Analysis and find out where you rank and how we can help you connect with more people who are searching for roofers. Stop letting your competition beat you and contact Roofing Contractor marketing today!

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