October 6, 2025 • 39 mins
If your ads are running, your SEO guy is paid, and your phone still isn’t ringing — this one’s for you.
Brandon and Caleb break down the five biggest reasons businesses disappear from Google and how the rules of search have quietly changed.
From AI Overviews to Local Service Ads, Google Maps, and organic SEO, this episode reveals where your marketing dollars are leaking and how to plug the holes fast. Inside this episode:
- What Google’s new AI Overviews mean for local business visibility
- The overlooked ranking factors in LSA and Maps
- Why your ads aren’t showing (and how to fix it)
- The new kind of content Google actually rewards
For entrepreneurs wanting to grow without wasting money, join the Maven Marketing Mastermind → https://www.mavenmethodtraining.com
Our Website: https://frankandmaven.com/
Instagram: /frankandmavenmarketing
TikTok: /frankandmaven
LinkedIn: /frank-and-maven
Host: Brandon Welch
Co-Host: Kyle DeVries
Executive Producer: Carter Breaux
Audio/Video Producer: Nate the Camera Guy
Do you have a marketing problem you'd like us to help solve? Send it to MavenMonday@FrankandMaven.com!
Get a copy of our Best-Selling Book, The Maven Marketer Here: https://a.co/d/1clpm8a
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brandon Welch (00:06):
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I'm your host, Brandon Welch,and I'm here with Caleb.
Is not really here, Agee.
Caleb Agee (00:17):
Yeah, I'm coming to you from beyond.
Yeah, from the past.
Yeah.
Brandon Welch (00:22):
Believe it or not, these aren't live.
Caleb has left the building.
Uh yeah.
Beyond the office.
Yeah, they are live on theMaven Marketing Mastermind.
That's right.
Which you should join.
Yes.
At MavenMethodTraining.com.
But Caleb is not here.
Tell us why you're not here.
Hey, where you are.
Caleb Agee (00:37):
After 10 years at Frank and Maven, uh, we have a
mechanism built into our policythat you get a sabbatical.
Uh one month or four businessweeks, however you want to look
at it.
And uh that's where I am rightnow.
I could be anywhere in theworld.
You wouldn't even know.
Yeah.
But I'm certainly not at Frankand Maven.
That's the rules of asabbatical.
Brandon Welch (00:58):
So we have, yeah, in Caleb's absence, we do have
some stimulating episodes comingup.
Um I have a really good umrundown with my pal Jeremiah
Dalton, who has just doneamazing things.
Uh it's the episode is calledChange Your Body, Change Your
Business, and this guy uh willshow you why the gym equaled
millions of dollars for him, notjust in his future health, uh,
(01:20):
but actually in wealth.
And that is a that is anawesome episode.
One of my my favorite that'sgonna be cool.
Favorite outsider in a while.
Caleb Agee (01:26):
You gave the name away, but you'll have to wait.
Brandon Welch (01:29):
That'll be the next uh I believe that one's
coming up next week.
And then we have Ian Nix.
If you have um found yourselfin a in a spot where sales are
harder to get, uh he's gonnareveal the three reasons why.
Caleb Agee (01:40):
Everyone raised their hand.
Brandon Welch (01:42):
Yeah, they're they're harder.
He's gonna reveal the threereasons why, uh, and more
importantly, what you can do toprobably put a double digit
increase on your closing ratios.
So that's a game changer.
Yep, we don't play around whenCaleb's out of town, but
obviously.
Hire some brilliance.
Yeah.
Caleb's not here, just make itbetter.
Hire some brilliance.
Wish Caleb the very best on hisum sabbatical, and uh we will
(02:06):
see him hopefully in four weeksif he decides to come back.
So hey, today is about uh whatall days are about, which is
eliminating waste in advertisingso you can grow your business
and achieve that big bad dream,like sabbaticals and traveling
the world with your family uhand making impact in your
communities.
That's what we're all abouthere.
If this is your first episode,welcome.
Hit that subscribe button,leave us a comment to tell us
(02:27):
how good or bad we're doing.
Uh don't hurt Caleb's feelings.
Sabbatical, yeah.
Caleb Agee (02:32):
If you have if you have thoughts on what we're
saying or or something standsout to you, throw it in the
comments.
Um, that's important.
It helps, it helps everybodywho's watching the video uh when
you when you really engage inthere.
Brandon Welch (02:42):
So yes, helps everybody.
Uh this is a big topic ofwaste, though.
So many thousands and thousandsof thousands of dollars, even
just man, even in the last monthof people who have come to our
door going like, why isn't thisworking?
We're like, oh gosh, wish you'dhave called us two years ago
before you spent fifty thousanddollars and wondered why you're
not ranking on Google.
Caleb Agee (03:00):
Yes.
Brandon Welch (03:01):
Um, it's the most frustrating, elusive question.
And we're gonna demystify itand give you the three uh sorry,
five biggest places you're notranking on Google and three
reasons why for every one ofthem.
But we're gonna do this inrapid order.
Caleb Agee (03:13):
Yeah.
Brandon Welch (03:13):
Um, in case you didn't know, uh 93% of online
experiences start with a searchengine.
So this uh everything'schanging, but that part is not.
Um people are lazy, people havebecome uh ingrained or possibly
lifelong um you know adapted tojust using search as their
first mental activity.
Um and 75% of users don'tscroll past the first page.
(03:38):
That that basically hasn'tchanged.
Caleb Agee (03:40):
Yeah, no surprise.
Brandon Welch (03:41):
Yeah, and then um, but uh the CEO of Google
recently said the shift fromanswers to experiences is the
biggest change in Google searchin 20 years.
And what he's talking about umis we're not we're not trying to
or we're we're getting to a pota uh a point where search and
Google and you know at large isnot just about going on a search
(04:05):
actually, it's about itdelivered an actual experience
for you um that is like a alearning experience on the
actual page.
Caleb Agee (04:14):
I was gonna say almost educational in a way,
right?
We're we're looking foranswers.
That's that's why we search.
We're we're searching, we'relooking.
And instead of giving us linksor places, they're they're
creating an experience um thatwe can get in or outside of
those links.
Yes.
And so um that that is a bigshift.
(04:35):
And the world around Google isforcing that to happen.
Brandon Welch (04:40):
No doubt.
Uh and yeah, and even even acouple years ago still, it was
just like, you know, find a wayto rank as a as a result that
people could click on and then,you know, learn.
Yeah.
Um or go go to you to learn.
And now Google's taking allthat front page.
And we talked a lot about uhChat GPT a couple months ago and
how to rank on there.
You should definitely go backand look at that episode.
(05:01):
Nate will put it in thecomments and and Sydney will
make it pop up on the screenright now.
Hi, Sydney.
Sydney, we've added to the teamof the of the uh Maven
Marketing Podcast.
But today, uh, so you can havesome quick takeaways and maybe
just call your nerd up and say,hey, I'm not ranking as this
why, and tell me more aboutthis.
(05:21):
Um we're gonna go through thefive areas, uh, which are AI, AI
overview, LSA, which is kind ofa new-ish uh area of Google um
like for for local services,paid ads, which are good
old-fashioned paid ads, maps,which we've known about for a
while, and organic good oldfashioned if if you haven't
looked lately, I would encourageyou to go Google whatever you
(05:43):
do and your city name.
Caleb Agee (05:46):
Just go do that, take a look at it on your phone,
on your desktop.
It has changed dramatically inthe last year, two years,
especially.
And and what you need to do,you'll notice that the things
that you once thought were themost important things are the
10th result down the page.
Are, you know, and so um a lotof this has shifted, and Google
(06:10):
is favoring um kind of in theorder we just talked about,
yeah.
That we will talk about these.
They're favoring AI overviews,they're favoring local services
ads over their own search ads ina lot of cases.
And so um you need toprioritize what they're
prioritizing.
Brandon Welch (06:26):
Yep, we have answers.
So let's jump into the firstfirst one of those.
We just said at AI.
Uh, you'll notice for even uhthis started out with you know
more educational type topics.
Google was doing summaries of,you know, historical figures or
historical events or maybegeography type things.
Uh now it's directly related toproduct and business searches.
(06:47):
If you ask who is the bestplumber, electrician, whatever,
it's going to come up with aresult uh for that town.
Uh that should scare youbecause the way they're getting
that information um is uh isaltogether different uh than any
of the other searches before.
Yeah.
So we did a whole episode onthis called how to how to make
your business rank on ChatGPTthat Sydney's made pop up just a
(07:09):
few seconds ago.
You should go uh listen to thatone.
But if you're not there, ifyou're going, okay, I didn't
show up in the AI overview,which is the first section on
the on the page now in mostcases, yeah.
Um it's either that you don'thave enough authority or trust,
meaning not enough otherwebsites are pointing to you,
uh, or your reviews uh aboutyour business in the service
(07:30):
area that you are um, you know,the the searcher would be asking
about are not strong enough, orthere's not enough of them.
Um and that that does a lot ofit right there as far as
recommending local businesses.
Caleb Agee (07:43):
Yes.
Yeah, it likes the signals, notjust from Google reviews, but
from the internet at large.
AI, especially.
Now, Google has its ownalgorithm, which is which I
think affects more of the restof this page, but Google's AI
backbone, which I think ispowered by Jim and I, is what
powers this first part, the AIoverview, which is um you're
(08:05):
gonna hear AIO a lot.
Or GEO.
That's in that'sinterchangeable.
AIO means AI overview, um, butit can also mean AI
optimization.
Some people are using it bothways.
Brandon Welch (08:15):
Nobody can agree.
Caleb Agee (08:16):
Who who knows?
But um, just just so we'reclear, this is the overview when
you search Google right at thetop, based on reviews and
whatever it's saying.
Um, so yeah, uh, you want tomake sure that uh we've even
seen you know things like BetterBusiness Bureau and uh Yellow
Pages and Yelp and all of thosesignals that you have a strong
(08:39):
reputation and authority in someof those places can affect
whether or not Google or any AIengine views you as credible.
Brandon Welch (08:49):
Yeah.
Caleb Agee (08:49):
It's it's yeah, it's amazing.
Brandon Welch (08:51):
Yeah.
If you if your reputation aboutyou is bad, your results are
gonna be bad here.
So the second one that is um Iwould say like the easiest one
you can control in a shortamount of time is making your
content match the way uh thatpeople are actually asking
questions.
So a lot of um old school SEOwould have been like, oh, go
(09:16):
write a bunch of fluff about acertain topic and have 500 to a
thousand words on a on anindividual blog page.
That's out.
Caleb Agee (09:22):
And then it would use keyword stuffing, which
would be like a phrase we hopedthe a combination of two or
three or five words that peoplewould use in a Google search.
Brandon Welch (09:31):
Yes.
Caleb Agee (09:31):
Now that's not how people search for things.
Brandon Welch (09:33):
Yes.
They were like, um, you know,there's a lot of choices to
consider when you're looking fora lawyer in Springfield,
Missouri.
Yes, exactly.
The way people wouldn'tactually talk.
Now that may have matched along-term, you know, lazy search
that a lot of people put in,but AI is looking deeper and
they're looking at the intentand the questions around that
because companies and websiteswho have answered questions with
(09:55):
detail, they automaticallyassociate with higher trust.
And I'm gonna say this againyou have to be willing to answer
questions that you weren'tpreviously willing to answer
because you wanted to save thosefor the sales experience.
So you need to be talking aboutpricing, you need to be talking
about uh your timelines, youneed to be talking about what
the average person buys, youneed to be talking about actual
(10:18):
technical product and or serviceexperience answers.
You need to be giving themenough information.
This scares some of you, wherethey could theoretically go do
the dang thing on their own.
Yes.
Because that's what GPT and AIbelieves its job is.
It believes its job is to givethem the whole answer, not the
partial, you know, clickbaityanswer.
Caleb Agee (10:39):
And so it'll look for the website, it'll look for
the reference that actuallygives the whole answer.
And when it referencesanything, it's going to give you
the link.
It'll put put you on the sideand say, I got this from you
know Frank Maven's website orwhatever.
And that's that's how you getthat little click through.
Brandon Welch (10:56):
So uh we may even rank for how to rank on Google.
Um who knows?
Um, so the thing you want to dothere is just know that if you
don't answer the question, oneof your competitors is going to
do it.
Um, and rest easy on that thecompany that gets the most time
with a customer gets the sale.
And so this is a way to gettime with a customer.
(11:16):
What what you'll realize inhumanity, there's a lot of fear
about like being transparent, Isuppose.
Um but humans are actuallylazy, and most of them want an
expert.
Uh and the ones who didn'tweren't your customer anyway.
That's right.
So just once they heard yourprice.
Caleb Agee (11:34):
Once they heard your price, they probably weren't
gonna say yes anyways.
That's right.
Brandon Welch (11:38):
So that's right.
Caleb Agee (11:38):
We'll scare them off ahead of time, save you some
time.
Brandon Welch (11:40):
Yeah.
So so number two of those islike, you know, make sure your
content actu actually answersthe way people are asking the
question.
Um, and then um do that yourwebsite wide.
This is not just uh, I want torank for this term, so I need to
have one page for that anymore.
That's pretty much out.
And we even even we were usingthose strategies a few years
(12:00):
ago.
They're just they're just notin line with what's working now.
So quick give the quick uhrundown of what to do to rank in
the AI overview sections.
Caleb Agee (12:09):
Yeah, you'll want to add Q ⁇ A style content like
like FAQs or or even you knowspecific blog posts that answer
real questions people might beasking.
You want to build trust withGoogle reviews, testimonials,
other reviews from otherengines.
It sees Facebook, it seesAngie, it sees Yellow Pages,
Yelp.
You want to be credible, youwant to be linked to as a
(12:30):
credible source with goodreviews, and then you want to
publish helpful in-depth contentaround your core services.
So don't don't just give themthe high-level overview of what
you provide in your service.
Give them the details, givethem the true what you actually
do and and give it away.
They could they could take yourroadmap and do it themselves.
And um when you go that far,you're gonna be the one that
(12:53):
wins here in the AI overview.
Like podcasts.
Yeah.
Brandon Welch (12:58):
All right.
That's right.
Hey, second place you could beis local service ads.
Um this has replaced um a lotof the search engine real
estate, at least the high-levelsearch engine real estate, uh,
of what used to be just Googleads.
Um and and there's a this is apaid section, LSA or what what
is known as Google Guaranteed.
(13:19):
Um, so the business thebusiness uses the platform it's
called local service ads to showup on Google Guaranteed, which
is what the co consumer sees.
They're the same thing,interchangeable.
Yep.
So if you hear one, it meansthe other.
Um and and Google was basicallylooking at this as an
opportunity to get some of likeAngie's business and a lot of
(13:39):
these directory services thatwere selling leads.
And they go, Well, we we knowhow to do that.
And it was probably taking abite out of their paid search,
you know, revenue.
Yep.
And so they kind of went intothe business of becoming um not
just search engine results andlike ads that you could click on
to go to websites, um, but tosay, hey, here's a little kind
of like a yellow pages listingfor um the businesses that have
(14:02):
paid us to be here.
And they add a little bit oftheir you know, guarantee of
like, hey, we've vetted thesecompanies.
They've got they've had to gothrough a background check,
which that's you'll have to do.
You'll have to do.
Um, it's pretty light.
Like it's just uploaded.
Caleb Agee (14:15):
It's like verification licensing and
insurance sometimes.
Yeah.
Brandon Welch (14:19):
So um, but but being here is really a matter of
a passing the first filter, uh,which you have to go to um just
just punch into Google, youknow, local service ads, and
it'll be the first link, and yougo sign up and enter a few
things about your business.
Uh, but after you've done that,it's a matter of budget and
combinate and uh combination ofyour reviews and what people are
(14:41):
saying about you.
Caleb Agee (14:41):
So you dictate the services that you offer to
Google.
So you'll tell them, um, youknow, I'm a roofer, I offer full
roof replacement, roof repair,gutters, and that's it.
Yeah.
And then if you just check allthe boxes, and if somebody says,
hey, I need siding, um, theguarantee to the business is
(15:02):
that Google won't charge youtheoretically for the sighting
lead if they aren't buying whatyou're selling.
So um the guarantee to thecustomer is that they've they've
checked you out, that you're alegit business.
And the only thing that peoplecan see in these results, this
is the crazy thing.
There is no ad text, there isno uh nothing you add to it
(15:23):
except for your name and yourstar rating, your reviews.
Brandon Welch (15:28):
Yeah.
And that way it is not reallygood.
It's not it's not the bestexercise of like the most um
profitable marketer because itlevels everybody reduced to just
a star rating.
Yeah.
And so if you've been the youknow, the 60-year company with a
legacy and generationalemployees, and you know, you've
(15:48):
been committing to all of the uhcauses in your community and
people know, like, and trustyou, and you've got an awesome
um, you know, campaign and andand you're just this holistic,
awesome company, you will bereduced to just the same as some
start-out guy who is rollingaround in his truck six months
(16:09):
ago.
And so your name obviouslystill matters.
Yeah.
So if you've built that equityin your name, which is why the
tomorrow customer matters morethan ever, yeah, then then you
can win.
But um Google is sort ofputting it on a round robin of
like, who's next?
Who'd we show last time,providing that you all have
budget?
Like you and it's a very, verysimple parameter.
(16:29):
You go in there and you say,I'm willing to pay, you know,
$400 a week, and that's all youget to control.
And so you're gonna have tospend in in any in any
medium-sized or greater market,you're gonna have to spend, you
know, a couple thousand dollarsa month on this to get any
meaningful volume.
Uh, and it's gonna frustrateyou, likely, because you're not
gonna be able to track uh orpredict how much that's gonna
(16:52):
get you.
It's a moving thing.
Caleb Agee (16:54):
It is.
It's based on, I think, thecompetition and this this round
robin that you mentioned, andthen a little bit of budget, you
know, when people run out,obviously.
Brandon Welch (17:01):
So in the Google Guaranteed section, here's the
three things you need to do.
You need to complete all theverification steps and sign up
for it, or you're not gonna bethere at all.
Uh, you need to get reviews asoften as possible.
Reviews are the biggest thing.
And then here's one that a lotof people don't know, but the
speed in which you re respond toyour phones, Google's tracking
that when they send you thosephone calls.
Caleb Agee (17:20):
Um there's actually it's call or message, the
messaging feature of this aswell.
Having staff that is watchingthat, yep.
Brandon Welch (17:28):
How quickly you respond is there's there's an
app you download and it sendsall your calls and messages
through this little section.
Yeah.
So you want to put somebody onthat, and I'm talking like not
five minutes, I'm talking twominutes or instant.
Like uh the faster the better.
So uh that's how you let rankon local service ads.
Uh number three, our favoritegood old fashioned paid search
(17:48):
ads.
Search ads.
Yep.
So man, uh there's lots andlots of episodes we've done on
this.
Um we're not going to go deepinto this, but uh there's we do
encounter some people that arethat are frustrated because they
they're paying what is goodmoney, you know, even even a
couple thousand, three thousanddollars a month, and they're
Googling their name and they'revery rarely seeing it.
(18:10):
Uh, why is that happening?
Caleb Agee (18:12):
Well, there's a lot of reason that that could be
happening.
Um, you know, there if if youryou know budget doesn't allow
you to is is a big reason.
Quick yeah.
Yeah.
Brandon Welch (18:22):
Quick discernment uh here of there's budget and
bid.
Yes.
Budget is the maximum you'rewilling to spend.
It's like what the the cap yougive Google to spend on a really
it's on a daily basis for acampaign.
Yeah, you multiply that times30 for your for your monthly
budget, and it knows it has awindow to play in.
And it's doing its best to evenout those results, you know,
(18:43):
from you know, early in themorning to late at night, and
then on the days that are activeand not active.
So it's giving you more spinsome days and a little less spin
some other days, but you giveit your daily maximum.
Yes.
Sometimes your daily budget istoo low or your monthly budget
is too low to even get you more.
Yeah.
Because you think about it, ifit's let's just say it's fifty
dollars, so you're spendingfifteen hundred dollars a month,
(19:05):
and you and you're in a mediumcompetitive category like um
law, like legal, like justservices, that well, that could
be a twenty dollar click.
That could be a fifteen ortwenty dollar click.
So by the time you got threeclicks for that day, you're
you're out of the auction.
Okay.
Caleb Agee (19:20):
I'd say more often what would happen is you'd put a
five or ten dollar um spend ona maybe a branded campaign.
So you're bidding on your ownname, maybe um, and then there's
some other competitors alsobuying your name as a little bit
of an uh offensive tactic.
They raise the price up and thecost per click gets to five
dollars.
Yeah.
Well, if you have a five dollarbudget, do you think Google's
(19:42):
gonna show you uh for afive-dollar click?
No, that's just not gonna work.
Brandon Welch (19:46):
Step one, before Google shows your ad, they say
if it gets clicked, will theyeven be willing to pay for it?
And if it's the answer is no,or if they've sp you've
overspent, you're done for.
Yeah.
So that would be number onereason.
And there's there's a way totrack that.
If you'll ask your nerd, oreven if you go into Google Ads
platform, you can show thecolumn that is search IS Lost,
(20:06):
that's search impression sharelost.
And that means the number oftimes that you were um quote
unquote qualified to show up.
You're bidding on that term.
You're bidding on that term.
Like let's just say it's youknow, lawyer in Tulsa, Oklahoma,
and you bid on that term, yousaid yes, I want to show up for
that.
Um, but your budget didn'tallow you, they'll keep track of
(20:28):
the percentage of time thathappened.
And so you want like you wantthat loss to be as as low as
possible.
You know, um, you know, all theway up to 10% loss is probably
about as much as you're gonnaget.
So um, and then uh you can youcan determine if budget's the
problem, and then you just needto add more money.
Um, the second, we were talkingabout budget, and I took the
(20:49):
mic away from you because I waslike, that's a big thing.
There's bid.
There's bid and budget.
Bid is what you're willing topay per instance of that click.
And and that is its owncompetition, because somebody
either may be willing to paymore than you, uh, or if you've
got automatic bidding setup,which a lot of search is
automatic bidding, you have yourbasically your cost per
(21:12):
conversion set with a max.
Yeah, set low.
And you think, well, I onlywant to pay you know twenty
dollars a conversion.
Well, if that's great.
Four other people are willingto pay 50, you're out.
I mean you're just not gonnawin.
And so so that's um search lossto rank.
Uh budget is budget, and thenrank is like a uh um sort of a
(21:34):
conglomeration that's mostlydriven by how how much you were
willing to pay for that oneclick.
Yep.
And that's another column.
You can say, how much did Ilose to basically my bid
strategy not being right?
And how much should I lose tobasically my budget not being
right?
Yeah.
That takes care of a lot ofreasons you just wouldn't show
up at all.
Caleb Agee (21:50):
There's and then there's one more feature that
helps inside of Google, which isyour quality score.
So the combination along withyour bid, um, that ranking is
affected with if I'm willing tobid $5, Brandon's willing to bid
$6.
But my ad and my landing pageare better than Brandon's.
Theoretically, I could outrankhim because Google rewards
(22:12):
quality as well as money.
And so there's there's athere's kind of a combo here of,
and there when you're buildingyour ads, it'll tell you what
they rate your quality score.
So that's good.
Um, but then they also do crawlthe page you send them to.
And does it speak to the adthat I clicked on?
Does it connect the search orto you know the result, the
(22:34):
landing page, the action that Iwould hope to take?
And so um Google rewards agreat quality score, and they'll
even let you pay a little bitless if your quality score is
higher.
Brandon Welch (22:45):
Yeah, they want to show ads that are relevant to
the user and they reward that.
Um a good example of that wouldbe uh let's just say it's
roofer.
Let's just say they want toshow it for roofing and
guttering and leaf guard repair,those little things you sit on
set on top of gutters.
Um but the search engine guy orthem, if you've set this up
(23:07):
yourself, only puts in uh likethe home page as the the landing
webpage.
And it says, welcome to youknow Ed's roofing.
And it's like we do all roofingservices, and Google sees that
page is like, okay, that's ahome page that's not super
relevant for leaf filters.
The homepage may not evenmention leaf filters.
(23:27):
Maybe there's a stray page onthe website somewhere, but those
those types of smaller servicesor add-on services generally
don't get a lot of attention.
And even worse, the searchengine guy may have said, you
know, click here for Ed'sRoofing for all your needs, but
he's bidding on the word leafguard.
Yeah.
And somebody searches leafguard, and it's like Google
goes, eh, I see they're tryingto bid for that and show up for
(23:49):
that, but eh, they don't reallylook half as legit as this guy
who's like leaf guardstulsa.com,right?
Yep.
And so what you want to do ismake really specific landing
pages for every type of serviceand keyword.
Yep.
And you want to write multipleads for even small nuances.
(24:11):
So you know, don't just dogutters and leaf guards
together, put that in its own adand ad group and write an ad
specifically for leaf guards,specifically for gutters, and
specifically for roofing.
And I would say even roofingrepair, and then even, you know,
wind uh and storm damage, allof those things.
As far as you can build it out,that's what gets you the
relevance.
Caleb Agee (24:29):
Yes, that's what Google C that's usually the
biggest differentiator whensomebody else is trying to run
Google Ads uh poorly, is theydon't they don't break it out on
the granular level.
It takes more work, takes moretime, but it will work better.
The investment is worth it.
Um one one other thing that'sworth saying a big reason you
might not be showing up forsearch, Google search would be
(24:52):
your Google ads is actuallyrunning a different campaign
type.
So um this is a little bit of abonus, but I'm gonna we're
assuming you are actuallyrunning search ads.
If you're running a performancemax campaign, it contains
search ads, and you put inrelative relevant keywords that
you want to you want to bebidding on and buying in in the
(25:13):
in the most.
Brandon Welch (25:13):
So if you set this up yourself, they're gonna
try to make you do PMAX.
Caleb Agee (25:16):
Yeah, that's the first thing they'll try to
they'll try to get you to gofor.
Brandon Welch (25:19):
If you're a local service, don't do it.
Caleb Agee (25:20):
And the the risk here is um PMAX is a multimedia
campaign.
They're gonna spend your moneyin Gmail ads, they're gonna
spend it in display ads on theside of um recipe websites,
they're gonna spend it inYouTube pre-roll ads if you if
you upload video creative.
And all of that will share yourbudget that you've applied.
(25:41):
Yeah.
And therefore, you're probablyexpecting, I want to show up on
Google.
I'm in Google Ads, I shouldshow up on Google.
If you're running PerformanceMax, it's showing up everywhere
they decide to put it, includingtheir search network, which
shows up on phone games and allkinds of crazy things.
Run a search campaign if youwant these things to happen and
then do what we're just talkingabout.
Brandon Welch (26:00):
Yeah.
Google's gonna try to make youdo that campaign and they're
gonna fill it with filler junkbecause that's better for them.
They can charge you for thingsthat was not their premium
inventory, which is the searchpage.
You want all of your dollarsgoing to the search page.
All of those other things couldbe good, but there's a better
way to become discovered in yourmarket, and it's usually
through not Google Media.
Yeah.
So don't use PMAX.
That's a great point.
(26:21):
So quick recap on Google Ads onthe paid section.
Uh check your lost impressionshare, both lost impression
share budget, lost impressionshare rank.
That'll tell you am I losing tobudget, or am I losing to
basically my bid and the qualityof my landing page?
They that that rank is acombination of your landing page
and your your budget.
Yeah.
Um, and then use exact keywordsand exact ad copy and exact
(26:44):
landing pages um together per adgroup, and you will have a
higher degree of relevance anduh get more of your ads shown.
Okay, second, or sorry, second,and what I mean by seconds, I
mean the fourth section youcould show up in is maps, and
that's the good old-fashionedGoogle My Business profile.
Yeah, people call it GMB.
GMB.
(27:04):
Uh altogether a different setof criteria for ranking here.
Caleb Agee (27:08):
Uh-huh.
Brandon Welch (27:08):
Uh, it's it's influenced a lot by um your
location where you are, yep.
Um, to the relative to thesearch.
So if I'm searching in Tulsa,we'll keep using the example.
But you know, if I want to showup in Tulsa, but I'm actually
in, you know, Bigsby or, youknow, Claremore or like, you
know, 20 miles away in adifferent suburb, and somebody
actually searched Tulsa, I havea less likely chance of showing
(27:31):
up.
Caleb Agee (27:31):
If my if my physical location is further away.
Brandon Welch (27:35):
Yeah.
Uh can't control that unlessyou buy another office.
So that's that's kind of thenumber one thing, uh, or you
know, one of the main things.
But uh, but the things you cancontrol, um, go to
business.google.com, claim yourprofile, or if you've already
done that, make sure you'reupdating that profile often.
It wouldn't be a bad idea tohave that a re as a recurring
task monthly and just change ita little bit.
(27:56):
Add something to it, fill out anew field.
Caleb Agee (27:58):
Add a picture.
Um make sure, you know, thatyou're you're updating, yeah,
the little pieces that you can.
Brandon Welch (28:05):
So profile completeness is huge.
Um and then the you know, thatthat is just a matter of filling
in fields and writing gooddescriptions and then, you know,
the what what what else you cando in there?
Bonus, respond to reviews anddo it quickly.
Yes.
The more keywords and languageand dialogue people or Google
sees around your my businesslisting, it says that's an
(28:26):
active business, that's abusiness who cares, and we have
a lot of context for how to rankthem for various services.
Caleb Agee (28:32):
Yeah.
On the good and the bad ones.
Think thank them for a goodreview and tell them why that
means so much to you and respondto the bad ones and tell them
why you know, validate a littlebit, like empathize with their
experience.
Yeah.
Don't don't go defensive rightaway.
And then we've we've done this.
(28:52):
We've talked about re reviewresponse before, but but then
also explain why that's not yourexpect expected service for
them.
Right.
You want you expect more fromyou and your people, and you're
gonna do better next time.
Brandon Welch (29:03):
So big three things to do in maps, fill out
your profile, um, all thecategories, hours, services,
photos, post weekly updates andrefresh those photos, and then
collect local reviews to ensureuh directory consistency.
Last one.
Caleb Agee (29:18):
Last one.
This one.
This is the big one.
Organic search results.
Everybody wants more than S EO.
Brandon Welch (29:25):
What does that stand for, Caleb?
Caleb Agee (29:27):
Search engine optimization.
That is this is the big onethat uh everybody thinks they
want, and I think it is it isvalid.
I'm not I'm not pretending likeit's not a player in this.
Um, but it's usually the firstthing everybody wants.
Brandon Welch (29:40):
I'll actually make a point to say because they
think free traffic, right?
Caleb Agee (29:44):
They think, yeah, it's free.
SEO is free.
Um, first of all, remember wetold you go go do a quick
search.
Your organic search results arethe ones that don't say
sponsored or aren't next to amap.
Brandon Welch (29:56):
Yeah.
Caleb Agee (29:57):
Go look at how many times you have to scroll down.
the page to find one of thoseum the first one.
Brandon Welch (30:03):
Yeah and there's eight or ten results at least
before that.
Before that.
Caleb Agee (30:07):
The the other thing I'll say is um of all of these
pieces, of all these things, umLSAs and paid Google search ads
are the only two that you can dowith relative speed.
Yeah.
And and you know quickness.
Brandon Welch (30:23):
Like you could do something today and get a call
tomorrow.
Caleb Agee (30:26):
Yeah you could you could reasonably have them live
by next week if you if youdidn't have those on right now.
The rest of these weeks,months, years.
Yeah.
Brandon Welch (30:34):
And tiny and tiny gains each time.
Yes.
Yeah.
So SEO.
Yeah we'll give you the bigones.
This there's there's on-pageSEO, which is what you can
control by writing and puttingpictures and good um content.
There's technical SEO, which islike the performance and server
and speed and like technologybehind your site.
(30:56):
That's nerdy stuff thatprobably your web developer
decided without asking orgetting your input.
Yep.
And then there is off-page SEOwhich is the practice of getting
other people to see yourcontent and link to you and and
say wow frank and maven.com hasthis awesome thing called the
Maven Marketing Podcast.
You should go there.
Yeah.
And linking and Google don'tforget the web is still what its
(31:19):
name implies it's a web.
Yeah.
The only way Google knows whatis what is they look at all of
these different links like who'slinking to who because that's
all the internet is.
And so uh it wants to see themore linking and webbing to you
the better.
Particularly if it's byauthoritative trustworthy sites
that are linked.
Yes.
So um those are the three typesof things but let's say the the
(31:42):
biggest culprits um let's gotechnical SEO.
Talk about that since you'rethat guy.
Caleb Agee (31:47):
I'm the nerd is that what you're saying technical
SEO um would be the things thatare happening behind the scenes.
So um we're talking about ummaking sure your site you know
your server runs fast your siteloads quickly that all your
style sheets are what's calledminimized as much as they can um
they can be really long youknow uh bits of code it's a jump
(32:08):
in the background if youliterally take out the returns
and the spaces of that it takesout hundreds and thousands of
characters in your style sheetswill that to like I'm talking
milliseconds speeds up your siteand Google likes that you've
tried to do that.
Google sees those in yourJavaScript files and all these
things.
And then there's a little bitof like structure.
So like in the background umwhat's called schema so if you
(32:32):
add FAQs um you can add themjust normally how you know how
do I rank on Google would be anFAQ content on that and then you
answer it directly after thatbut the best way is that that
would be surrounded by what'scalled schema which tells Google
hey this thing right here thisis a an FAQ.
Brandon Welch (32:52):
This is a frequently asked question.
Caleb Agee (32:53):
Speeds up where Google has to find information
without processing it can skimyour site and it looks at the
code and is like oh well there'san FAQ right there that looks
like good content.
I like it.
Brandon Welch (33:02):
Yeah.
Caleb Agee (33:03):
Doesn't mean it won't grab the other stuff but
it it will favor the stuff thatit shows you've done an
intentional work behind.
Brandon Welch (33:09):
Yeah it a lot of it comes down to speed and
processing power that Google hasto use and then speed and
processing power they anticipatethe user's device having to use
nobody likes a slow loadingsite and there's nerdy technical
things you can do to make thathappen.
If you want to check the healthof your site from that level go
to gtmetrics.com put in yourURL it'll give you a grade A
(33:30):
through F.
And if it's low, just call upyour nerd.
So um the other thing is onpage so let's talk about keyword
rich content.
And this it's ever moreimportant just like in in um AIO
we talked about at the top umto not just stuff a keyword in
there but to really I don't wantyou to write in the style of a
(33:52):
research paper but think okay Ihave to go full into all of the
the web of the of of thingsaround this topic to to generate
the idea I'm not just a rooferwith roofing experience.
I can talk about uh thecomposition of shingles and
what's the difference in anasphalt shingles life versus you
know a metal roof and I cantalk about um you know storm and
(34:16):
weather patterns and I can Ican talk about yeah um the
average amount of time that athat uh it takes before a person
experiences a leak.
Caleb Agee (34:24):
Yeah and I can do all of those do I call my
insurance first or do I call youfirst?
I don't I don't know.
Brandon Welch (34:29):
And and even even better if I'm an expert on home
efficiency and writing articleson construction.
And when Google sees that as apackage around your name or your
URL i.e on your website they goyeah this is the guy this isn't
somebody some weasel justtrying to get in here so um so
you want to have keyword richuseful content and that is that
is just a snowballing effectjust be the one who's always
(34:52):
putting good stuff um that'smore important than ever like if
you don't have that you'reprobably it's not that you're
gonna rank low you're just noteven gonna rank at all it's like
it's you're just gonna losebecause there's big bigger
people doing it better.
And then um last thing isbacklinks.
Caleb Agee (35:08):
Yeah backlinks this is the I'll say the hardest
because it's it's mostly out ofyour control.
You don't you can't log intosomebody else's site and start
linking back to yourself.
And and Google would actuallyprobably figure out that you
were doing that if you weredoing it in a weird what they
call black hat kind of way butum backlinks is literally you
(35:28):
have quality content that umlet's give that insurance
example if I'm a roofer umshould I you know should I call
the roofer or the insurancecompany first?
Yeah.
Let's say that's the content wehave well if my insurance
company if a local insurance youknow agent found that to be
really relevant content they maysay hey check out Caleb's
(35:53):
roofing they have a good pagehere and they would link back to
me to talk about why I shouldtalk to the roofer first.
Absolutely and that the thecredibility of Brandon's
insurance company linking backto Caleb's roofing company is a
big difference.
That actually his authority isactually transferred to me over
(36:14):
the internet and I get a littlebit of that credibility.
Brandon Welch (36:17):
And all the better if it's a local reporter
or a local uh newspaper or anHBA that's linking to you
because they're like yep Calebwrote a really good article
there are tons of places thatthis happens um even even inside
of you know obviously socialsignals are powerful.
Caleb Agee (36:34):
Those count uh I will say like facebook.com has
probably the one of the highestdomains you know authorities you
can get next to google.comright um those are those are
really relevant Reddit threadsI've seen a lot of um people in
town will be like hey uh whoshould I talk to about this?
That's that's high qualitybacklinks um but then you can
(36:56):
also do uh what they call likeguest blogging or where you
could write something forsomebody else's page a link back
to yourself you could you couldget together with your
networking group and say hey I'mgonna write an article you post
it on your site you do the samefor me.
Yep.
There there are practices andyou can you can look around
we're we're not going super deeptoday but yeah um there there
are practices where you can goand and create these
(37:17):
relationships and you can createa mutually beneficial if you
want to outsource that hire a PRagent or and this is this got
to be something with a prettyspecialized skill.
Brandon Welch (37:29):
But that is that is a thing that works well over
time.
So we have talked about how torank on all five spots uh that
you know relate to localbusiness on a search engine page
uh it's a lot more complex thanit used to be um having a
trusted nerd or a trustedpodcast um is more important
than ever.
See what I did there.
Yes I like that and hey ifyou're struggling with SEO and
(37:52):
you want a uh a deeper dive uhwe have a option for you on the
Maven Marketing Mastermind uhthat you can join and bring your
questions and for a fraction ofa fraction of a fraction of a
cost of what it you know wouldtake to work with us directly uh
we'll look at your situationgive you feedback on it uh just
go to maven methodtraining comand uh we would love to have you
(38:12):
in there uh we meet every otherweek um and there's a lot of
awesome business owners in thereso yeah um so check that out
try to download that uh in thetranscript at frankandmaven.com
if you want more of an actionitem plan um but that is that is
the answer that's that probablycovers ninety percent of why
you're nowhere to be found onGoogle.
(38:33):
That's right.
We can't wait to see how smartyou get in the next four weeks.
You're talking to me or the orthe listener.
You well yeah the listener I'mit's just with me so they're
yeah they're they're on pausethey're on sabbatical probably
yeah so we'll see they'll belearning a lot.
But um it is an honor and atreasure to get to work with
you.
And it's such a um a coolexperience to see you get a
(38:56):
break and a breather and a resetto go pour love and time with
your family and uh we're proudof you and we're grateful for
you.
So thank you.
Have a wonderful time.
Caleb Agee (39:05):
I'm so thankful for this place that lets me do this
and um heard a quote today.
The difference between Olympicathletes and mere professionals
mere like professional athletesmere professionals it um is how
hard not how hard they work buthow hard they rest.
Brandon Welch (39:24):
Wow so that sounds like something good you
should say to uh your boss ifyou're trying to get a um
sabbatical take that one forfree.
So um hey we'll be back hereevery Monday even though Caleb
is not um uh answering your reallife marketing questions
because marketers who can'tteach you why are just a fancy
(39:48):
lie.
Have a great week
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I'm your host, Brandon Welch,and I'm here with Caleb.
Is not really here, Agee.
Caleb Agee (00:17):
Yeah, I'm coming to you from beyond.
Yeah, from the past.
Yeah.
Brandon Welch (00:22):
Believe it or not, these aren't live.
Caleb has left the building.
Uh yeah.
Beyond the office.
Yeah, they are live on theMaven Marketing Mastermind.
That's right.
Which you should join.
Yes.
At MavenMethodTraining.com.
But Caleb is not here.
Tell us why you're not here.
Hey, where you are.
Caleb Agee (00:37):
After 10 years at Frank and Maven, uh, we have a
mechanism built into our policythat you get a sabbatical.
Uh one month or four businessweeks, however you want to look
at it.
And uh that's where I am rightnow.
I could be anywhere in theworld.
You wouldn't even know.
Yeah.
But I'm certainly not at Frankand Maven.
That's the rules of asabbatical.
Brandon Welch (00:58):
So we have, yeah, in Caleb's absence, we do have
some stimulating episodes comingup.
Um I have a really good umrundown with my pal Jeremiah
Dalton, who has just doneamazing things.
Uh it's the episode is calledChange Your Body, Change Your
Business, and this guy uh willshow you why the gym equaled
millions of dollars for him, notjust in his future health, uh,
(01:20):
but actually in wealth.
And that is a that is anawesome episode.
One of my my favorite that'sgonna be cool.
Favorite outsider in a while.
Caleb Agee (01:26):
You gave the name away, but you'll have to wait.
Brandon Welch (01:29):
That'll be the next uh I believe that one's
coming up next week.
And then we have Ian Nix.
If you have um found yourselfin a in a spot where sales are
harder to get, uh he's gonnareveal the three reasons why.
Caleb Agee (01:40):
Everyone raised their hand.
Brandon Welch (01:42):
Yeah, they're they're harder.
He's gonna reveal the threereasons why, uh, and more
importantly, what you can do toprobably put a double digit
increase on your closing ratios.
So that's a game changer.
Yep, we don't play around whenCaleb's out of town, but
obviously.
Hire some brilliance.
Yeah.
Caleb's not here, just make itbetter.
Hire some brilliance.
Wish Caleb the very best on hisum sabbatical, and uh we will
(02:06):
see him hopefully in four weeksif he decides to come back.
So hey, today is about uh whatall days are about, which is
eliminating waste in advertisingso you can grow your business
and achieve that big bad dream,like sabbaticals and traveling
the world with your family uhand making impact in your
communities.
That's what we're all abouthere.
If this is your first episode,welcome.
Hit that subscribe button,leave us a comment to tell us
(02:27):
how good or bad we're doing.
Uh don't hurt Caleb's feelings.
Sabbatical, yeah.
Caleb Agee (02:32):
If you have if you have thoughts on what we're
saying or or something standsout to you, throw it in the
comments.
Um, that's important.
It helps, it helps everybodywho's watching the video uh when
you when you really engage inthere.
Brandon Welch (02:42):
So yes, helps everybody.
Uh this is a big topic ofwaste, though.
So many thousands and thousandsof thousands of dollars, even
just man, even in the last monthof people who have come to our
door going like, why isn't thisworking?
We're like, oh gosh, wish you'dhave called us two years ago
before you spent fifty thousanddollars and wondered why you're
not ranking on Google.
Caleb Agee (03:00):
Yes.
Brandon Welch (03:01):
Um, it's the most frustrating, elusive question.
And we're gonna demystify itand give you the three uh sorry,
five biggest places you're notranking on Google and three
reasons why for every one ofthem.
But we're gonna do this inrapid order.
Caleb Agee (03:13):
Yeah.
Brandon Welch (03:13):
Um, in case you didn't know, uh 93% of online
experiences start with a searchengine.
So this uh everything'schanging, but that part is not.
Um people are lazy, people havebecome uh ingrained or possibly
lifelong um you know adapted tojust using search as their
first mental activity.
Um and 75% of users don'tscroll past the first page.
(03:38):
That that basically hasn'tchanged.
Caleb Agee (03:40):
Yeah, no surprise.
Brandon Welch (03:41):
Yeah, and then um, but uh the CEO of Google
recently said the shift fromanswers to experiences is the
biggest change in Google searchin 20 years.
And what he's talking about umis we're not we're not trying to
or we're we're getting to a pota uh a point where search and
Google and you know at large isnot just about going on a search
(04:05):
actually, it's about itdelivered an actual experience
for you um that is like a alearning experience on the
actual page.
Caleb Agee (04:14):
I was gonna say almost educational in a way,
right?
We're we're looking foranswers.
That's that's why we search.
We're we're searching, we'relooking.
And instead of giving us linksor places, they're they're
creating an experience um thatwe can get in or outside of
those links.
Yes.
And so um that that is a bigshift.
(04:35):
And the world around Google isforcing that to happen.
Brandon Welch (04:40):
No doubt.
Uh and yeah, and even even acouple years ago still, it was
just like, you know, find a wayto rank as a as a result that
people could click on and then,you know, learn.
Yeah.
Um or go go to you to learn.
And now Google's taking allthat front page.
And we talked a lot about uhChat GPT a couple months ago and
how to rank on there.
You should definitely go backand look at that episode.
(05:01):
Nate will put it in thecomments and and Sydney will
make it pop up on the screenright now.
Hi, Sydney.
Sydney, we've added to the teamof the of the uh Maven
Marketing Podcast.
But today, uh, so you can havesome quick takeaways and maybe
just call your nerd up and say,hey, I'm not ranking as this
why, and tell me more aboutthis.
(05:21):
Um we're gonna go through thefive areas, uh, which are AI, AI
overview, LSA, which is kind ofa new-ish uh area of Google um
like for for local services,paid ads, which are good
old-fashioned paid ads, maps,which we've known about for a
while, and organic good oldfashioned if if you haven't
looked lately, I would encourageyou to go Google whatever you
(05:43):
do and your city name.
Caleb Agee (05:46):
Just go do that, take a look at it on your phone,
on your desktop.
It has changed dramatically inthe last year, two years,
especially.
And and what you need to do,you'll notice that the things
that you once thought were themost important things are the
10th result down the page.
Are, you know, and so um a lotof this has shifted, and Google
(06:10):
is favoring um kind of in theorder we just talked about,
yeah.
That we will talk about these.
They're favoring AI overviews,they're favoring local services
ads over their own search ads ina lot of cases.
And so um you need toprioritize what they're
prioritizing.
Brandon Welch (06:26):
Yep, we have answers.
So let's jump into the firstfirst one of those.
We just said at AI.
Uh, you'll notice for even uhthis started out with you know
more educational type topics.
Google was doing summaries of,you know, historical figures or
historical events or maybegeography type things.
Uh now it's directly related toproduct and business searches.
(06:47):
If you ask who is the bestplumber, electrician, whatever,
it's going to come up with aresult uh for that town.
Uh that should scare youbecause the way they're getting
that information um is uh isaltogether different uh than any
of the other searches before.
Yeah.
So we did a whole episode onthis called how to how to make
your business rank on ChatGPTthat Sydney's made pop up just a
(07:09):
few seconds ago.
You should go uh listen to thatone.
But if you're not there, ifyou're going, okay, I didn't
show up in the AI overview,which is the first section on
the on the page now in mostcases, yeah.
Um it's either that you don'thave enough authority or trust,
meaning not enough otherwebsites are pointing to you,
uh, or your reviews uh aboutyour business in the service
(07:30):
area that you are um, you know,the the searcher would be asking
about are not strong enough, orthere's not enough of them.
Um and that that does a lot ofit right there as far as
recommending local businesses.
Caleb Agee (07:43):
Yes.
Yeah, it likes the signals, notjust from Google reviews, but
from the internet at large.
AI, especially.
Now, Google has its ownalgorithm, which is which I
think affects more of the restof this page, but Google's AI
backbone, which I think ispowered by Jim and I, is what
powers this first part, the AIoverview, which is um you're
(08:05):
gonna hear AIO a lot.
Or GEO.
That's in that'sinterchangeable.
AIO means AI overview, um, butit can also mean AI
optimization.
Some people are using it bothways.
Brandon Welch (08:15):
Nobody can agree.
Caleb Agee (08:16):
Who who knows?
But um, just just so we'reclear, this is the overview when
you search Google right at thetop, based on reviews and
whatever it's saying.
Um, so yeah, uh, you want tomake sure that uh we've even
seen you know things like BetterBusiness Bureau and uh Yellow
Pages and Yelp and all of thosesignals that you have a strong
(08:39):
reputation and authority in someof those places can affect
whether or not Google or any AIengine views you as credible.
Brandon Welch (08:49):
Yeah.
Caleb Agee (08:49):
It's it's yeah, it's amazing.
Brandon Welch (08:51):
Yeah.
If you if your reputation aboutyou is bad, your results are
gonna be bad here.
So the second one that is um Iwould say like the easiest one
you can control in a shortamount of time is making your
content match the way uh thatpeople are actually asking
questions.
So a lot of um old school SEOwould have been like, oh, go
(09:16):
write a bunch of fluff about acertain topic and have 500 to a
thousand words on a on anindividual blog page.
That's out.
Caleb Agee (09:22):
And then it would use keyword stuffing, which
would be like a phrase we hopedthe a combination of two or
three or five words that peoplewould use in a Google search.
Brandon Welch (09:31):
Yes.
Caleb Agee (09:31):
Now that's not how people search for things.
Brandon Welch (09:33):
Yes.
They were like, um, you know,there's a lot of choices to
consider when you're looking fora lawyer in Springfield,
Missouri.
Yes, exactly.
The way people wouldn'tactually talk.
Now that may have matched along-term, you know, lazy search
that a lot of people put in,but AI is looking deeper and
they're looking at the intentand the questions around that
because companies and websiteswho have answered questions with
(09:55):
detail, they automaticallyassociate with higher trust.
And I'm gonna say this againyou have to be willing to answer
questions that you weren'tpreviously willing to answer
because you wanted to save thosefor the sales experience.
So you need to be talking aboutpricing, you need to be talking
about uh your timelines, youneed to be talking about what
the average person buys, youneed to be talking about actual
(10:18):
technical product and or serviceexperience answers.
You need to be giving themenough information.
This scares some of you, wherethey could theoretically go do
the dang thing on their own.
Yes.
Because that's what GPT and AIbelieves its job is.
It believes its job is to givethem the whole answer, not the
partial, you know, clickbaityanswer.
Caleb Agee (10:39):
And so it'll look for the website, it'll look for
the reference that actuallygives the whole answer.
And when it referencesanything, it's going to give you
the link.
It'll put put you on the sideand say, I got this from you
know Frank Maven's website orwhatever.
And that's that's how you getthat little click through.
Brandon Welch (10:56):
So uh we may even rank for how to rank on Google.
Um who knows?
Um, so the thing you want to dothere is just know that if you
don't answer the question, oneof your competitors is going to
do it.
Um, and rest easy on that thecompany that gets the most time
with a customer gets the sale.
And so this is a way to gettime with a customer.
(11:16):
What what you'll realize inhumanity, there's a lot of fear
about like being transparent, Isuppose.
Um but humans are actuallylazy, and most of them want an
expert.
Uh and the ones who didn'tweren't your customer anyway.
That's right.
So just once they heard yourprice.
Caleb Agee (11:34):
Once they heard your price, they probably weren't
gonna say yes anyways.
That's right.
Brandon Welch (11:38):
So that's right.
Caleb Agee (11:38):
We'll scare them off ahead of time, save you some
time.
Brandon Welch (11:40):
Yeah.
So so number two of those islike, you know, make sure your
content actu actually answersthe way people are asking the
question.
Um, and then um do that yourwebsite wide.
This is not just uh, I want torank for this term, so I need to
have one page for that anymore.
That's pretty much out.
And we even even we were usingthose strategies a few years
(12:00):
ago.
They're just they're just notin line with what's working now.
So quick give the quick uhrundown of what to do to rank in
the AI overview sections.
Caleb Agee (12:09):
Yeah, you'll want to add Q ⁇ A style content like
like FAQs or or even you knowspecific blog posts that answer
real questions people might beasking.
You want to build trust withGoogle reviews, testimonials,
other reviews from otherengines.
It sees Facebook, it seesAngie, it sees Yellow Pages,
Yelp.
You want to be credible, youwant to be linked to as a
(12:30):
credible source with goodreviews, and then you want to
publish helpful in-depth contentaround your core services.
So don't don't just give themthe high-level overview of what
you provide in your service.
Give them the details, givethem the true what you actually
do and and give it away.
They could they could take yourroadmap and do it themselves.
And um when you go that far,you're gonna be the one that
(12:53):
wins here in the AI overview.
Like podcasts.
Yeah.
Brandon Welch (12:58):
All right.
That's right.
Hey, second place you could beis local service ads.
Um this has replaced um a lotof the search engine real
estate, at least the high-levelsearch engine real estate, uh,
of what used to be just Googleads.
Um and and there's a this is apaid section, LSA or what what
is known as Google Guaranteed.
(13:19):
Um, so the business thebusiness uses the platform it's
called local service ads to showup on Google Guaranteed, which
is what the co consumer sees.
They're the same thing,interchangeable.
Yep.
So if you hear one, it meansthe other.
Um and and Google was basicallylooking at this as an
opportunity to get some of likeAngie's business and a lot of
(13:39):
these directory services thatwere selling leads.
And they go, Well, we we knowhow to do that.
And it was probably taking abite out of their paid search,
you know, revenue.
Yep.
And so they kind of went intothe business of becoming um not
just search engine results andlike ads that you could click on
to go to websites, um, but tosay, hey, here's a little kind
of like a yellow pages listingfor um the businesses that have
(14:02):
paid us to be here.
And they add a little bit oftheir you know, guarantee of
like, hey, we've vetted thesecompanies.
They've got they've had to gothrough a background check,
which that's you'll have to do.
You'll have to do.
Um, it's pretty light.
Like it's just uploaded.
Caleb Agee (14:15):
It's like verification licensing and
insurance sometimes.
Yeah.
Brandon Welch (14:19):
So um, but but being here is really a matter of
a passing the first filter, uh,which you have to go to um just
just punch into Google, youknow, local service ads, and
it'll be the first link, and yougo sign up and enter a few
things about your business.
Uh, but after you've done that,it's a matter of budget and
combinate and uh combination ofyour reviews and what people are
(14:41):
saying about you.
Caleb Agee (14:41):
So you dictate the services that you offer to
Google.
So you'll tell them, um, youknow, I'm a roofer, I offer full
roof replacement, roof repair,gutters, and that's it.
Yeah.
And then if you just check allthe boxes, and if somebody says,
hey, I need siding, um, theguarantee to the business is
(15:02):
that Google won't charge youtheoretically for the sighting
lead if they aren't buying whatyou're selling.
So um the guarantee to thecustomer is that they've they've
checked you out, that you're alegit business.
And the only thing that peoplecan see in these results, this
is the crazy thing.
There is no ad text, there isno uh nothing you add to it
(15:23):
except for your name and yourstar rating, your reviews.
Brandon Welch (15:28):
Yeah.
And that way it is not reallygood.
It's not it's not the bestexercise of like the most um
profitable marketer because itlevels everybody reduced to just
a star rating.
Yeah.
And so if you've been the youknow, the 60-year company with a
legacy and generationalemployees, and you know, you've
(15:48):
been committing to all of the uhcauses in your community and
people know, like, and trustyou, and you've got an awesome
um, you know, campaign and andand you're just this holistic,
awesome company, you will bereduced to just the same as some
start-out guy who is rollingaround in his truck six months
(16:09):
ago.
And so your name obviouslystill matters.
Yeah.
So if you've built that equityin your name, which is why the
tomorrow customer matters morethan ever, yeah, then then you
can win.
But um Google is sort ofputting it on a round robin of
like, who's next?
Who'd we show last time,providing that you all have
budget?
Like you and it's a very, verysimple parameter.
(16:29):
You go in there and you say,I'm willing to pay, you know,
$400 a week, and that's all youget to control.
And so you're gonna have tospend in in any in any
medium-sized or greater market,you're gonna have to spend, you
know, a couple thousand dollarsa month on this to get any
meaningful volume.
Uh, and it's gonna frustrateyou, likely, because you're not
gonna be able to track uh orpredict how much that's gonna
(16:52):
get you.
It's a moving thing.
Caleb Agee (16:54):
It is.
It's based on, I think, thecompetition and this this round
robin that you mentioned, andthen a little bit of budget, you
know, when people run out,obviously.
Brandon Welch (17:01):
So in the Google Guaranteed section, here's the
three things you need to do.
You need to complete all theverification steps and sign up
for it, or you're not gonna bethere at all.
Uh, you need to get reviews asoften as possible.
Reviews are the biggest thing.
And then here's one that a lotof people don't know, but the
speed in which you re respond toyour phones, Google's tracking
that when they send you thosephone calls.
Caleb Agee (17:20):
Um there's actually it's call or message, the
messaging feature of this aswell.
Having staff that is watchingthat, yep.
Brandon Welch (17:28):
How quickly you respond is there's there's an
app you download and it sendsall your calls and messages
through this little section.
Yeah.
So you want to put somebody onthat, and I'm talking like not
five minutes, I'm talking twominutes or instant.
Like uh the faster the better.
So uh that's how you let rankon local service ads.
Uh number three, our favoritegood old fashioned paid search
(17:48):
ads.
Search ads.
Yep.
So man, uh there's lots andlots of episodes we've done on
this.
Um we're not going to go deepinto this, but uh there's we do
encounter some people that arethat are frustrated because they
they're paying what is goodmoney, you know, even even a
couple thousand, three thousanddollars a month, and they're
Googling their name and they'revery rarely seeing it.
(18:10):
Uh, why is that happening?
Caleb Agee (18:12):
Well, there's a lot of reason that that could be
happening.
Um, you know, there if if youryou know budget doesn't allow
you to is is a big reason.
Quick yeah.
Yeah.
Brandon Welch (18:22):
Quick discernment uh here of there's budget and
bid.
Yes.
Budget is the maximum you'rewilling to spend.
It's like what the the cap yougive Google to spend on a really
it's on a daily basis for acampaign.
Yeah, you multiply that times30 for your for your monthly
budget, and it knows it has awindow to play in.
And it's doing its best to evenout those results, you know,
(18:43):
from you know, early in themorning to late at night, and
then on the days that are activeand not active.
So it's giving you more spinsome days and a little less spin
some other days, but you giveit your daily maximum.
Yes.
Sometimes your daily budget istoo low or your monthly budget
is too low to even get you more.
Yeah.
Because you think about it, ifit's let's just say it's fifty
dollars, so you're spendingfifteen hundred dollars a month,
(19:05):
and you and you're in a mediumcompetitive category like um
law, like legal, like justservices, that well, that could
be a twenty dollar click.
That could be a fifteen ortwenty dollar click.
So by the time you got threeclicks for that day, you're
you're out of the auction.
Okay.
Caleb Agee (19:20):
I'd say more often what would happen is you'd put a
five or ten dollar um spend ona maybe a branded campaign.
So you're bidding on your ownname, maybe um, and then there's
some other competitors alsobuying your name as a little bit
of an uh offensive tactic.
They raise the price up and thecost per click gets to five
dollars.
Yeah.
Well, if you have a five dollarbudget, do you think Google's
(19:42):
gonna show you uh for afive-dollar click?
No, that's just not gonna work.
Brandon Welch (19:46):
Step one, before Google shows your ad, they say
if it gets clicked, will theyeven be willing to pay for it?
And if it's the answer is no,or if they've sp you've
overspent, you're done for.
Yeah.
So that would be number onereason.
And there's there's a way totrack that.
If you'll ask your nerd, oreven if you go into Google Ads
platform, you can show thecolumn that is search IS Lost,
(20:06):
that's search impression sharelost.
And that means the number oftimes that you were um quote
unquote qualified to show up.
You're bidding on that term.
You're bidding on that term.
Like let's just say it's youknow, lawyer in Tulsa, Oklahoma,
and you bid on that term, yousaid yes, I want to show up for
that.
Um, but your budget didn'tallow you, they'll keep track of
(20:28):
the percentage of time thathappened.
And so you want like you wantthat loss to be as as low as
possible.
You know, um, you know, all theway up to 10% loss is probably
about as much as you're gonnaget.
So um, and then uh you can youcan determine if budget's the
problem, and then you just needto add more money.
Um, the second, we were talkingabout budget, and I took the
(20:49):
mic away from you because I waslike, that's a big thing.
There's bid.
There's bid and budget.
Bid is what you're willing topay per instance of that click.
And and that is its owncompetition, because somebody
either may be willing to paymore than you, uh, or if you've
got automatic bidding setup,which a lot of search is
automatic bidding, you have yourbasically your cost per
(21:12):
conversion set with a max.
Yeah, set low.
And you think, well, I onlywant to pay you know twenty
dollars a conversion.
Well, if that's great.
Four other people are willingto pay 50, you're out.
I mean you're just not gonnawin.
And so so that's um search lossto rank.
Uh budget is budget, and thenrank is like a uh um sort of a
(21:34):
conglomeration that's mostlydriven by how how much you were
willing to pay for that oneclick.
Yep.
And that's another column.
You can say, how much did Ilose to basically my bid
strategy not being right?
And how much should I lose tobasically my budget not being
right?
Yeah.
That takes care of a lot ofreasons you just wouldn't show
up at all.
Caleb Agee (21:50):
There's and then there's one more feature that
helps inside of Google, which isyour quality score.
So the combination along withyour bid, um, that ranking is
affected with if I'm willing tobid $5, Brandon's willing to bid
$6.
But my ad and my landing pageare better than Brandon's.
Theoretically, I could outrankhim because Google rewards
(22:12):
quality as well as money.
And so there's there's athere's kind of a combo here of,
and there when you're buildingyour ads, it'll tell you what
they rate your quality score.
So that's good.
Um, but then they also do crawlthe page you send them to.
And does it speak to the adthat I clicked on?
Does it connect the search orto you know the result, the
(22:34):
landing page, the action that Iwould hope to take?
And so um Google rewards agreat quality score, and they'll
even let you pay a little bitless if your quality score is
higher.
Brandon Welch (22:45):
Yeah, they want to show ads that are relevant to
the user and they reward that.
Um a good example of that wouldbe uh let's just say it's
roofer.
Let's just say they want toshow it for roofing and
guttering and leaf guard repair,those little things you sit on
set on top of gutters.
Um but the search engine guy orthem, if you've set this up
(23:07):
yourself, only puts in uh likethe home page as the the landing
webpage.
And it says, welcome to youknow Ed's roofing.
And it's like we do all roofingservices, and Google sees that
page is like, okay, that's ahome page that's not super
relevant for leaf filters.
The homepage may not evenmention leaf filters.
(23:27):
Maybe there's a stray page onthe website somewhere, but those
those types of smaller servicesor add-on services generally
don't get a lot of attention.
And even worse, the searchengine guy may have said, you
know, click here for Ed'sRoofing for all your needs, but
he's bidding on the word leafguard.
Yeah.
And somebody searches leafguard, and it's like Google
goes, eh, I see they're tryingto bid for that and show up for
(23:49):
that, but eh, they don't reallylook half as legit as this guy
who's like leaf guardstulsa.com,right?
Yep.
And so what you want to do ismake really specific landing
pages for every type of serviceand keyword.
Yep.
And you want to write multipleads for even small nuances.
(24:11):
So you know, don't just dogutters and leaf guards
together, put that in its own adand ad group and write an ad
specifically for leaf guards,specifically for gutters, and
specifically for roofing.
And I would say even roofingrepair, and then even, you know,
wind uh and storm damage, allof those things.
As far as you can build it out,that's what gets you the
relevance.
Caleb Agee (24:29):
Yes, that's what Google C that's usually the
biggest differentiator whensomebody else is trying to run
Google Ads uh poorly, is theydon't they don't break it out on
the granular level.
It takes more work, takes moretime, but it will work better.
The investment is worth it.
Um one one other thing that'sworth saying a big reason you
might not be showing up forsearch, Google search would be
(24:52):
your Google ads is actuallyrunning a different campaign
type.
So um this is a little bit of abonus, but I'm gonna we're
assuming you are actuallyrunning search ads.
If you're running a performancemax campaign, it contains
search ads, and you put inrelative relevant keywords that
you want to you want to bebidding on and buying in in the
(25:13):
in the most.
Brandon Welch (25:13):
So if you set this up yourself, they're gonna
try to make you do PMAX.
Caleb Agee (25:16):
Yeah, that's the first thing they'll try to
they'll try to get you to gofor.
Brandon Welch (25:19):
If you're a local service, don't do it.
Caleb Agee (25:20):
And the the risk here is um PMAX is a multimedia
campaign.
They're gonna spend your moneyin Gmail ads, they're gonna
spend it in display ads on theside of um recipe websites,
they're gonna spend it inYouTube pre-roll ads if you if
you upload video creative.
And all of that will share yourbudget that you've applied.
(25:41):
Yeah.
And therefore, you're probablyexpecting, I want to show up on
Google.
I'm in Google Ads, I shouldshow up on Google.
If you're running PerformanceMax, it's showing up everywhere
they decide to put it, includingtheir search network, which
shows up on phone games and allkinds of crazy things.
Run a search campaign if youwant these things to happen and
then do what we're just talkingabout.
Brandon Welch (26:00):
Yeah.
Google's gonna try to make youdo that campaign and they're
gonna fill it with filler junkbecause that's better for them.
They can charge you for thingsthat was not their premium
inventory, which is the searchpage.
You want all of your dollarsgoing to the search page.
All of those other things couldbe good, but there's a better
way to become discovered in yourmarket, and it's usually
through not Google Media.
Yeah.
So don't use PMAX.
That's a great point.
(26:21):
So quick recap on Google Ads onthe paid section.
Uh check your lost impressionshare, both lost impression
share budget, lost impressionshare rank.
That'll tell you am I losing tobudget, or am I losing to
basically my bid and the qualityof my landing page?
They that that rank is acombination of your landing page
and your your budget.
Yeah.
Um, and then use exact keywordsand exact ad copy and exact
(26:44):
landing pages um together per adgroup, and you will have a
higher degree of relevance anduh get more of your ads shown.
Okay, second, or sorry, second,and what I mean by seconds, I
mean the fourth section youcould show up in is maps, and
that's the good old-fashionedGoogle My Business profile.
Yeah, people call it GMB.
GMB.
(27:04):
Uh altogether a different setof criteria for ranking here.
Caleb Agee (27:08):
Uh-huh.
Brandon Welch (27:08):
Uh, it's it's influenced a lot by um your
location where you are, yep.
Um, to the relative to thesearch.
So if I'm searching in Tulsa,we'll keep using the example.
But you know, if I want to showup in Tulsa, but I'm actually
in, you know, Bigsby or, youknow, Claremore or like, you
know, 20 miles away in adifferent suburb, and somebody
actually searched Tulsa, I havea less likely chance of showing
(27:31):
up.
Caleb Agee (27:31):
If my if my physical location is further away.
Brandon Welch (27:35):
Yeah.
Uh can't control that unlessyou buy another office.
So that's that's kind of thenumber one thing, uh, or you
know, one of the main things.
But uh, but the things you cancontrol, um, go to
business.google.com, claim yourprofile, or if you've already
done that, make sure you'reupdating that profile often.
It wouldn't be a bad idea tohave that a re as a recurring
task monthly and just change ita little bit.
(27:56):
Add something to it, fill out anew field.
Caleb Agee (27:58):
Add a picture.
Um make sure, you know, thatyou're you're updating, yeah,
the little pieces that you can.
Brandon Welch (28:05):
So profile completeness is huge.
Um and then the you know, thatthat is just a matter of filling
in fields and writing gooddescriptions and then, you know,
the what what what else you cando in there?
Bonus, respond to reviews anddo it quickly.
Yes.
The more keywords and languageand dialogue people or Google
sees around your my businesslisting, it says that's an
(28:26):
active business, that's abusiness who cares, and we have
a lot of context for how to rankthem for various services.
Caleb Agee (28:32):
Yeah.
On the good and the bad ones.
Think thank them for a goodreview and tell them why that
means so much to you and respondto the bad ones and tell them
why you know, validate a littlebit, like empathize with their
experience.
Yeah.
Don't don't go defensive rightaway.
And then we've we've done this.
(28:52):
We've talked about re reviewresponse before, but but then
also explain why that's not yourexpect expected service for
them.
Right.
You want you expect more fromyou and your people, and you're
gonna do better next time.
Brandon Welch (29:03):
So big three things to do in maps, fill out
your profile, um, all thecategories, hours, services,
photos, post weekly updates andrefresh those photos, and then
collect local reviews to ensureuh directory consistency.
Last one.
Caleb Agee (29:18):
Last one.
This one.
This is the big one.
Organic search results.
Everybody wants more than S EO.
Brandon Welch (29:25):
What does that stand for, Caleb?
Caleb Agee (29:27):
Search engine optimization.
That is this is the big onethat uh everybody thinks they
want, and I think it is it isvalid.
I'm not I'm not pretending likeit's not a player in this.
Um, but it's usually the firstthing everybody wants.
Brandon Welch (29:40):
I'll actually make a point to say because they
think free traffic, right?
Caleb Agee (29:44):
They think, yeah, it's free.
SEO is free.
Um, first of all, remember wetold you go go do a quick
search.
Your organic search results arethe ones that don't say
sponsored or aren't next to amap.
Brandon Welch (29:56):
Yeah.
Caleb Agee (29:57):
Go look at how many times you have to scroll down.
the page to find one of thoseum the first one.
Brandon Welch (30:03):
Yeah and there's eight or ten results at least
before that.
Before that.
Caleb Agee (30:07):
The the other thing I'll say is um of all of these
pieces, of all these things, umLSAs and paid Google search ads
are the only two that you can dowith relative speed.
Yeah.
And and you know quickness.
Brandon Welch (30:23):
Like you could do something today and get a call
tomorrow.
Caleb Agee (30:26):
Yeah you could you could reasonably have them live
by next week if you if youdidn't have those on right now.
The rest of these weeks,months, years.
Yeah.
Brandon Welch (30:34):
And tiny and tiny gains each time.
Yes.
Yeah.
So SEO.
Yeah we'll give you the bigones.
This there's there's on-pageSEO, which is what you can
control by writing and puttingpictures and good um content.
There's technical SEO, which islike the performance and server
and speed and like technologybehind your site.
(30:56):
That's nerdy stuff thatprobably your web developer
decided without asking orgetting your input.
Yep.
And then there is off-page SEOwhich is the practice of getting
other people to see yourcontent and link to you and and
say wow frank and maven.com hasthis awesome thing called the
Maven Marketing Podcast.
You should go there.
Yeah.
And linking and Google don'tforget the web is still what its
(31:19):
name implies it's a web.
Yeah.
The only way Google knows whatis what is they look at all of
these different links like who'slinking to who because that's
all the internet is.
And so uh it wants to see themore linking and webbing to you
the better.
Particularly if it's byauthoritative trustworthy sites
that are linked.
Yes.
So um those are the three typesof things but let's say the the
(31:42):
biggest culprits um let's gotechnical SEO.
Talk about that since you'rethat guy.
Caleb Agee (31:47):
I'm the nerd is that what you're saying technical
SEO um would be the things thatare happening behind the scenes.
So um we're talking about ummaking sure your site you know
your server runs fast your siteloads quickly that all your
style sheets are what's calledminimized as much as they can um
they can be really long youknow uh bits of code it's a jump
(32:08):
in the background if youliterally take out the returns
and the spaces of that it takesout hundreds and thousands of
characters in your style sheetswill that to like I'm talking
milliseconds speeds up your siteand Google likes that you've
tried to do that.
Google sees those in yourJavaScript files and all these
things.
And then there's a little bitof like structure.
So like in the background umwhat's called schema so if you
(32:32):
add FAQs um you can add themjust normally how you know how
do I rank on Google would be anFAQ content on that and then you
answer it directly after thatbut the best way is that that
would be surrounded by what'scalled schema which tells Google
hey this thing right here thisis a an FAQ.
Brandon Welch (32:52):
This is a frequently asked question.
Caleb Agee (32:53):
Speeds up where Google has to find information
without processing it can skimyour site and it looks at the
code and is like oh well there'san FAQ right there that looks
like good content.
I like it.
Brandon Welch (33:02):
Yeah.
Caleb Agee (33:03):
Doesn't mean it won't grab the other stuff but
it it will favor the stuff thatit shows you've done an
intentional work behind.
Brandon Welch (33:09):
Yeah it a lot of it comes down to speed and
processing power that Google hasto use and then speed and
processing power they anticipatethe user's device having to use
nobody likes a slow loadingsite and there's nerdy technical
things you can do to make thathappen.
If you want to check the healthof your site from that level go
to gtmetrics.com put in yourURL it'll give you a grade A
(33:30):
through F.
And if it's low, just call upyour nerd.
So um the other thing is onpage so let's talk about keyword
rich content.
And this it's ever moreimportant just like in in um AIO
we talked about at the top umto not just stuff a keyword in
there but to really I don't wantyou to write in the style of a
(33:52):
research paper but think okay Ihave to go full into all of the
the web of the of of thingsaround this topic to to generate
the idea I'm not just a rooferwith roofing experience.
I can talk about uh thecomposition of shingles and
what's the difference in anasphalt shingles life versus you
know a metal roof and I cantalk about um you know storm and
(34:16):
weather patterns and I can Ican talk about yeah um the
average amount of time that athat uh it takes before a person
experiences a leak.
Caleb Agee (34:24):
Yeah and I can do all of those do I call my
insurance first or do I call youfirst?
I don't I don't know.
Brandon Welch (34:29):
And and even even better if I'm an expert on home
efficiency and writing articleson construction.
And when Google sees that as apackage around your name or your
URL i.e on your website they goyeah this is the guy this isn't
somebody some weasel justtrying to get in here so um so
you want to have keyword richuseful content and that is that
is just a snowballing effectjust be the one who's always
(34:52):
putting good stuff um that'smore important than ever like if
you don't have that you'reprobably it's not that you're
gonna rank low you're just noteven gonna rank at all it's like
it's you're just gonna losebecause there's big bigger
people doing it better.
And then um last thing isbacklinks.
Caleb Agee (35:08):
Yeah backlinks this is the I'll say the hardest
because it's it's mostly out ofyour control.
You don't you can't log intosomebody else's site and start
linking back to yourself.
And and Google would actuallyprobably figure out that you
were doing that if you weredoing it in a weird what they
call black hat kind of way butum backlinks is literally you
(35:28):
have quality content that umlet's give that insurance
example if I'm a roofer umshould I you know should I call
the roofer or the insurancecompany first?
Yeah.
Let's say that's the content wehave well if my insurance
company if a local insurance youknow agent found that to be
really relevant content they maysay hey check out Caleb's
(35:53):
roofing they have a good pagehere and they would link back to
me to talk about why I shouldtalk to the roofer first.
Absolutely and that the thecredibility of Brandon's
insurance company linking backto Caleb's roofing company is a
big difference.
That actually his authority isactually transferred to me over
(36:14):
the internet and I get a littlebit of that credibility.
Brandon Welch (36:17):
And all the better if it's a local reporter
or a local uh newspaper or anHBA that's linking to you
because they're like yep Calebwrote a really good article
there are tons of places thatthis happens um even even inside
of you know obviously socialsignals are powerful.
Caleb Agee (36:34):
Those count uh I will say like facebook.com has
probably the one of the highestdomains you know authorities you
can get next to google.comright um those are those are
really relevant Reddit threadsI've seen a lot of um people in
town will be like hey uh whoshould I talk to about this?
That's that's high qualitybacklinks um but then you can
(36:56):
also do uh what they call likeguest blogging or where you
could write something forsomebody else's page a link back
to yourself you could you couldget together with your
networking group and say hey I'mgonna write an article you post
it on your site you do the samefor me.
Yep.
There there are practices andyou can you can look around
we're we're not going super deeptoday but yeah um there there
are practices where you can goand and create these
(37:17):
relationships and you can createa mutually beneficial if you
want to outsource that hire a PRagent or and this is this got
to be something with a prettyspecialized skill.
Brandon Welch (37:29):
But that is that is a thing that works well over
time.
So we have talked about how torank on all five spots uh that
you know relate to localbusiness on a search engine page
uh it's a lot more complex thanit used to be um having a
trusted nerd or a trustedpodcast um is more important
than ever.
See what I did there.
Yes I like that and hey ifyou're struggling with SEO and
(37:52):
you want a uh a deeper dive uhwe have a option for you on the
Maven Marketing Mastermind uhthat you can join and bring your
questions and for a fraction ofa fraction of a fraction of a
cost of what it you know wouldtake to work with us directly uh
we'll look at your situationgive you feedback on it uh just
go to maven methodtraining comand uh we would love to have you
(38:12):
in there uh we meet every otherweek um and there's a lot of
awesome business owners in thereso yeah um so check that out
try to download that uh in thetranscript at frankandmaven.com
if you want more of an actionitem plan um but that is that is
the answer that's that probablycovers ninety percent of why
you're nowhere to be found onGoogle.
(38:33):
That's right.
We can't wait to see how smartyou get in the next four weeks.
You're talking to me or the orthe listener.
You well yeah the listener I'mit's just with me so they're
yeah they're they're on pausethey're on sabbatical probably
yeah so we'll see they'll belearning a lot.
But um it is an honor and atreasure to get to work with
you.
And it's such a um a coolexperience to see you get a
(38:56):
break and a breather and a resetto go pour love and time with
your family and uh we're proudof you and we're grateful for
you.
So thank you.
Have a wonderful time.
Caleb Agee (39:05):
I'm so thankful for this place that lets me do this
and um heard a quote today.
The difference between Olympicathletes and mere professionals
mere like professional athletesmere professionals it um is how
hard not how hard they work buthow hard they rest.
Brandon Welch (39:24):
Wow so that sounds like something good you
should say to uh your boss ifyou're trying to get a um
sabbatical take that one forfree.
So um hey we'll be back hereevery Monday even though Caleb
is not um uh answering your reallife marketing questions
because marketers who can'tteach you why are just a fancy
(39:48):
lie.
Have a great week
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