The Contractor SEO metrics you’re not paying enough attention to

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Jan 28, 2025

Chad Peterman, an HVAC contractor and SEO expert, shares invaluable insights on enhancing online visibility for contractors. He emphasizes the significance of tracking key metrics, such as keyword rankings and bounce rates, while unraveling the mystery of branded versus non-branded searches. The duo dives into the nuances of strategic backlinking, stressing quality over quantity, and discusses the importance of localized SEO. With humor and practical tips, this conversation is a goldmine for anyone eager to elevate their digital marketing game.

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ADVICE

Track SEO Leads

Track SEO leads to measure campaign performance.
Ask your agency for metrics if unsure about their work.

ADVICE

Monitor Keyword Rankings

Monitor keyword rankings monthly to evaluate SEO performance.
Compare current rankings to previous months for key terms and locations.

INSIGHT

SEO is Ongoing

SEO is an ongoing process due to Google's constant algorithm changes.
Regular updates and modifications are needed for consistent high rankings.

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In this episode of To the Point Podcast, Chris Yano sits down with Chad Peterman to demystify the world of Search Engine Optimization (SEO). Together, they discuss practical tips, strategies, and metrics for contractors and business owners to maximize their digital marketing efforts. With actionable advice and engaging banter, this episode is a must-listen for anyone looking to elevate their online presence and hold their marketing partners accountable.

Key Takeaways:

1. The Value of SEO:

Chris and Chad explore why SEO remains critical in today’s digital landscape. They highlight how proper SEO can drive lead generation, reduce paid ad costs, and improve overall visibility.

2. Metrics That Matter:

Learn the key metrics to track and evaluate your SEO campaign's performance:

Keyword rankings: Monitor your position for key terms like "furnace repair" in specific locations.

Domain authority: Check your site's overall credibility using tools like Ahrefs.

Bounce rate: Understand how quickly users leave your page and whether it’s a red flag.

Page speed: Ensure fast loading times to avoid losing potential customers.

3. Branded vs. Non-Branded Searches:

Understand the difference between tracking searches for your business name versus generic service keywords (e.g., "AC repair Indianapolis").

4. Strategic Backlinking:

Quality over quantity is the mantra. Backlinks from trusted sites (.edu or .gov) carry more weight and can significantly boost your domain authority.

5. Localized SEO:

Chris emphasizes the importance of creating dedicated pages for each service and location you serve. This ensures your site aligns with specific search queries like “furnace repair Noblesville.”

6. Common SEO Challenges:

The duo addresses challenges like Google’s algorithm changes, maintaining up-to-date content, and managing technical errors like 404 pages.

Noteworthy Quotes:

"SEO is still very much a player and something you should be focused on."

"When it comes to backlinks, it’s a quality game, not a quantity game."

"Inspect what you expect. Whether it’s SEO, answering phone calls, or dispatching, there’s value in digging into the details."

Follow Our Hosts on:

Chad’s LinkedIn: https://www.linkedin.com/in/chad-m-peterman/
Chad’s Facebook: https://www.facebook.com/chadmpeterman
Chad’s Website: https://petermanhvac.com/
Chris Yano LinkedIn: https://www.linkedin.com/in/chrisyano

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