BIM: So, could you give me an example of that?
Adam Vest: So, if you’re looking for “best roofers in Denver”, or if you’re looking for who is the “best garage door repair company near me”, what you’re gonna end up seeing is about 5 to 10 variations of that actual search. And that would be considered a long tail keyword. And you just come up with 10 to 15 of these searches. You start typing them into Google and you’re going to see significant amount by the time you’re done, you’re going to have 40, 50, 60 different long tail keywords that you actually want to rank for.
BIM: And when you have a list of your long tail keywords, do you have to write a page for each one of them or do you try and include many of the keywords in one longer blog post or article?
Adam Vest: So, generally speaking, we’ll target around two long tail keywords per piece of content that we write, whether that’s an actual webpage or if it’s a blog. Then, of course, you want to link from that anchor text using that specific long tail keyword. If you can link to other places within your site, what that’s doing is it’s telling Google what the page is about. Then also there are things like Schema markup to where you can be the expert, the authority when answering these questions. You know, if you type in a question to Google, you’ll see that little snippet and as long as you’re optimizing properly the goal is to be able to be the authoritative resource for Google to use and they’ll actually put your information right there and then of course they link to your website as well. So it’s a very powerful tool.
BIM: What are some of the misconceptions that you hear about SEO?
Adam Vest: Okay, well, how much time do we have left Neil? There’s quite a few. I think I could probably talk about this for the entire half hour here. It varies customer to customer and industry to industry. But from what I’ve seen, some of the biggest misconceptions surround pricing. A lot of business owners think that search engine optimization costs thousands and thousands and thousands of dollars a month, which is not always the case. Some, other things that we hear all the time are, it just doesn’t work. We don’t get leads from our website. My answer to that usually is, how are people finding you? If you’re not showing up in front of the customers who are actively searching for you? How would you ever get leads on your website? So, that’s a big misconception, we’ve never gotten leads in the past. Why would that change now? And then also a lot of the technical aspects of SEO kind of can put some business owners off.
BIM: So what holds people back from actually taking the initiative in talking to an SEO like yourself?
Adam Vest: I think it’s just kind of a fear of what they might not necessarily understand or what they’re familiar with. I don’t think anybody wants to spend money on something that they’re not going to get any kind of return from. And I think that’s the biggest fear for most clients is what happens if I spend this money and nothing happens.
BIM: So what are the expectations? Because I know, you know, SEO isn’t an overnight thing. What are the expectations for starting an SEO campaign?
Adam Vest: First and foremost if anyone tells you that they can guarantee a ranking, you know, we all get these emails 100 times a day, even myself being the president of an advertising agency, I get these emails from overseas saying, “Rank first page, first position within 90 days.” So anybody that tells you a specific timeframe and exact time frame is not being completely forthcoming with you. But on average, what we see is dependent on the industry and depending on whether it’s local or not, if it’s a national search, this would be different…but, locally three to six months, as long as we’re doing things the right way, as long as we’re building high-quality links, as long as we’re writing great content, generally speaking, we’ll see accounts start to rank within three to six months.
Adam Vest: It also is very dependent on your website. So, if we start from scratch, if we build the site for you, it’s going to take longer because your site does not have that authority, that domain authority or that time online. My favorite accounts to work with are the accounts that are primed and ready to go. The accounts that have been online for 10 years, they have all of these natural links that have been built without necessarily a lot of these business owners even realizing it and they just haven’t made any tweaks. They haven’t made any adjustments on their site because it was working 10 years ago and they didn’t want to change things. So those are the accounts that we can generally get to rank relatively quickly.
BIM: So let’s talk about results. What kind of results should a local service based company expect when they implement an SEO program?
Adam Vest: I’ll give you an example of a client that I just spoke with yesterday. So we started working together two years ago, he’s a garage door repair guy here in Colorado Springs, so down south and during our meeting he had told me in the prime of his career he was doing about 100 new garage door replacements per month and unfortunately he, he was down to about 10 replacement doors per month when him and I first met. He had a lot of similar questions as far as what you’re asking and he trusted in the process. Over the past 30 days, he’s seen just from the map pack over 110 phone calls just from the map pack alone.