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Transcript

Why Google is the BEST Way to Market your Service-Based Business · Marketing For Tradies

• 0:00
  SPEAKER_00: Being on Google means that you're coming up to people that are actively looking for what it is that you offer.
• 0:06
  SPEAKER_00: Google receives 8.5 billion searches every single day, and that number is rising.
• 0:11
  SPEAKER_00: But when you look at the search volume of specific keywords, the more credibility and trust you can build with your brand, the better you can.
• 0:19
  SPEAKER_00: Welcome to Websites That Convert, the podcast where your website stops being a liability and transforms into your greatest asset.
• 0:27
  SPEAKER_00: I'm your host Shannon and I'm going to guide you through the strategies and insights you need to build a website that not only attracts but converts.
• 0:36
  SPEAKER_00: Let's dive in.
• 0:39
  SPEAKER_00: Google receives 8.5 billion searches every single day, and that number's rising 10% every year.
• 0:47
  SPEAKER_00: Not being found on Google means that you're missing out on a huge opportunity to grow your business.
• 0:52
  SPEAKER_00: So in this episode, I'm going to take you through why Google is the best way to market your service-based business.
• 0:59
  SPEAKER_00: The first reason is because of something called search intent.
• 1:02
  SPEAKER_00: So people that are looking on Google are actually typing in either a question to a problem they have that's related to the service that you offer.
• 1:12
  SPEAKER_00: Something like, what is the difference between a chiropractor and a physiotherapist?
• 1:17
  SPEAKER_00: So in that instance, someone is considering for an issue that they have whether they should see a Cairo or a physio.
• 1:25
  SPEAKER_00: On the other hand, there are a lot of people that are searching for the specific service and location that your business is in.
• 1:31
  SPEAKER_00: So think about someone searching for Physiotherapist Brisbane.
• 1:35
  SPEAKER_00: The search intent of those people is much, much higher than someone that just happens to see your content on social media.
• 1:42
  SPEAKER_00: Someone that is searching and literally typing in physiotherapist Brisbane is someone that is ready to make a booking.
• 1:50
  SPEAKER_00: Someone that just sees your content on social media or any other marketing channel may or may not be interested, but their search intent is going to be lower.
• 2:00
  SPEAKER_00: So the likelihood of them becoming a lead or a client is lower as well because they're just not ready or they're not at that stage of their buyer's journey to take action.
• 2:08
  SPEAKER_00: So being on Google means that you're coming up on in the search results for people that are actively looking for what it is that you offer, which means that when they click on your listing and they go to your website, they're more likely to convert.
• 2:23
  SPEAKER_00: So the first reason why Google is the best way to market your service-based business is because of search intent.
• 2:29
  SPEAKER_00: The second reason that Google is the best way to market your service-based business is because of volume.
• 2:33
  SPEAKER_00: So, like I said at the beginning of this episode, Google receives 8.5 billion searches every single day, and that number is rising.
• 2:41
  SPEAKER_00: But when we look at the search volume of specific keywords, things like Website Design Brisbane, for example, it tells us that that keyword alone is getting 2,900 searches every month.
• 2:53
  SPEAKER_00: Keyword or key phrase like Electrician Sydney is getting 2,400 searches a month.
• 2:57
  SPEAKER_00: Plumber Melbourne, 6,600 searches every single month, and chiropractor Perth, 3,600 searches every month.
• 3:05
  SPEAKER_00: So that's just an example of some service and location keywords, which are some of those really high-intense searches that people are doing.
• 3:12
  SPEAKER_00: But when you're not in the search results, you're missing out on literally thousands of people that are searching for your services and searching for your business.
• 3:20
  SPEAKER_00: Or the second reason why Google is the best way to market your service-based business is because there are thousands of people looking for exactly what you do every single day and every single month.
• 3:31
  SPEAKER_00: The third reason why Google is the best way to market your service-based business is because it builds trust and credibility.
• 3:37
  SPEAKER_00: Every time someone is searching for something and they see your brand or business in the search results, even if they don't click on it the first time, it does create a sense of recognition in their mind and it's a way to just get your brand out there.
• 3:52
  SPEAKER_00: It creates brand awareness.
• 3:54
  SPEAKER_00: So while you may not always get the click through, you may not always get the conversion because, like I said, there's thousands of people searching, only a small number of those may actually click on your result, and then another percentage of those will go on to become a lead or a client.
• 4:10
  SPEAKER_00: Every time someone sees you in the search results, they're gonna recognize your name and they're gonna be more likely to click when they're searching again, or recognize your brand and your business any other time that they see you or any other marketing that you do.
• 4:24
  SPEAKER_00: So the more credibility and trust you can build with your brand, the better, because the only people that are going to buy from you are those that think that you have or perceive you as an authority and those that trust you.
• 4:37
  SPEAKER_00: People that do not trust you will not buy.
• 4:39
  SPEAKER_00: And the more credibility and trust that you can bring to your business or build within your business, the better.
• 4:44
  SPEAKER_00: The fourth reason why Google is the best way to market your service-based business is because it's time efficient.
• 4:50
  SPEAKER_00: Now, there's a lot of things that we do behind the scenes to optimize and get traffic through to your website from Google, but in terms of your level of investment of time, it's one of the lowest marketing strategies that you can do.
• 5:04
  SPEAKER_00: The reason that that is is because there isn't a creative asset or um design part of optimizing your website for Google or getting traffic to your website from Google, whether it's organic search or paid ads, compared to social media where you have to create graphics and videos, and a lot of the time you are the one as the business owner that's capturing that creative.
• 5:27
  SPEAKER_00: So even if you can hire someone to do social media for you, which you absolutely can, there's always going to be that friction point of you having to provide the creative assets, photos, videos, graphics, and all of those that content that needs to be created in order for you to have a consistent social media presence.
• 5:48
  SPEAKER_00: Now, I'm not saying that social media isn't valuable, it absolutely is when it comes to marketing and creating authority for your brand and your entire online presence.
• 5:58
  SPEAKER_00: You absolutely should do it if you have the time.
• 6:02
  SPEAKER_00: But if you are wanting something that's more time efficient for you as the business owner and has less of a creative element and just gets you traffic to the site from people that have a high search intent and those thousands of people that are looking for exactly what you offer in the least amount of time possible, then getting traffic from Google and marketing your business from Google is one of the best options as a service-based business.
• 6:29
  SPEAKER_00: The fifth reason why Google is the best way to market your service-based business is because of sustainability.
• 6:35
  SPEAKER_00: Now, Google does have algorithm changes every now and then.
• 6:39
  SPEAKER_00: We do have to keep up with those.
• 6:41
  SPEAKER_00: But compared to social media platforms where we have all of these new platforms coming out, algorithm changes constantly, visibility changes all the time, what people are consuming changes, and the type of format and content, whether it's video, photos, text, graphics, carousels, all of those things, they're constantly changing, and you need to be more dynamic.
• 7:02
  SPEAKER_00: So with Google or Google Marketing, you don't have those variabilities.
• 7:09
  SPEAKER_00: The strategy behind it will always be the same, and that is to get you the most amount of keywords in the highest positions, the highest amount of people clicking through from those searches, and the highest conversion rate on your website.
• 7:23
  SPEAKER_00: So as long as we can do those things, you'll get results from Google.
• 7:27
  SPEAKER_00: Whereas there's a lot of variability with social media and other marketing, which makes it a little less sustainable, especially with organic search.
• 7:37
  SPEAKER_00: Now, like I said, there are algorithm changes, we do have to keep up with those.
• 7:41
  SPEAKER_00: But once you do SEO long term, the results are much more sustainable and compound over time.
• 7:50
  SPEAKER_00: So some of the best results we see from clients are those that have been with us for one, two, or even more years because Google recognizes when you're doing ongoing optimization and does and it does reward you for that.
• 8:04
  SPEAKER_00: So we see the best results for people that commit to doing SEO long term because that sustainability factor and the amount of traffic and visibility compounds over time and makes it a very sustainable way to market your business, regardless of what else is going on in the industry and the market or marketing strategies and tactics in general.
• 8:28
  SPEAKER_00: Also compared to your word of mouth type marketing, obviously, this is isn't that reliable.
• 8:33
  SPEAKER_00: You may be doing the best service for someone, but they just don't know someone they can refer you to.
• 8:39
  SPEAKER_00: So we see a lot of clients who are relying on word of mouth.
• 8:42
  SPEAKER_00: This is a great way to get new clients.
• 8:45
  SPEAKER_00: Absolutely love word of mouth and referral clients.
• 8:48
  SPEAKER_00: They generally have a high level of trust for you before they come on, so they're more likely to convert.
• 8:54
  SPEAKER_00: But the problem with this is that it's kind of like you're just hoping that people refer you or may know someone that needs your services.
• 9:01
  SPEAKER_00: Getting found on Google means that you can attract those people that don't even know about you and your business yet.
• 9:07
  SPEAKER_00: They just know that they need your services, which makes them really valuable potential clients and makes Google one of the best ways to market your business when it comes to sustainability.
• 9:19
  SPEAKER_00: So all marketing channels are valuable.
• 9:21
  SPEAKER_00: I definitely don't want to come across as thinking that Google is the only way to market your business.
• 9:27
  SPEAKER_00: It's not, but it is my belief that Google is the best way to market your service-based business because of all of the five reasons I went through today.
• 9:36
  SPEAKER_00: So if you're not on Google or you want more traffic from Google, or you want to be found on Google by people that are searching for your services and your business so that you can get more customers and clients into your service-based into your services, then reach out, we'll do a free audit for you and see where you're ranking right now and see what keywords we can get you ranking for.
• 9:57
  SPEAKER_00: But that's all for this episode, and I will see you next time.
• 10:01
  SPEAKER_00: Thank you for listening to Websites That Convert.
• 10:03
  SPEAKER_00: If you found value in this episode, please give us a five star review on Apple Podcasts and Spotify.
• 10:09
  SPEAKER_00: Follow us on all social media, and if you're a service based business owner that's looking to double their website conversions, book a call with my team using the link below.
• 10:18
  SPEAKER_00: I'll see you in the next episode.