April 3, 2020
Marketing Your Cleaning Company in a Digital World: The Whys and Hows of SEO

Marketing Your Cleaning Company in a Digital World: The Whys and Hows of SEO


Hello everyone, and welcome to the April
webinar of the CleanTelligent Software 2018 Webinar Series. I’d like to thank
all of you for listening to my presentation today, especially those
who have registered for this webinar and are listening live. We at CleanTelligent hope you find these webinars useful, and we’re committed to keep doing them as
long as there’s interest. This year there will be a webinar every other month,
which of course began in February with Erica Rivas’ presentation on how to use
social media to market your cleaning business. In June, Courtland Diggs our
Director of Customer Experience, will present the next webinar, and Zach Droubay, our new Sales Director, will present the one after that in August. CleanTelligent’s Executive Vice President, Caden Hutchens, will present the webinar in October, just
before the 2018 ISSA show in Dallas, Texas. And finally, I will wrap up the year with the
final webinar in December. I want you to know that we welcome your feedback on
our webinars, and we are open to your suggestions for future topics. To tell us
what you think, please reach out to us at [email protected] As a
reminder, this webinar is being recorded and will be posted shortly on our
website at www.cleantelligent.com/webinars. I encourage you to watch this webinar
again and I hope you’ll look at some of our previous webinars, which, as you’ll see, date back to 2010. These webinars, along with our blog, are an excellent
resource for you and your cleaning company, and they are also part of CleanTelligent’s commitment to help you and your cleaning company succeed. As a bonus for those of you who registered for this webinar and are
listening live, you will receive a free e-book, which I will tell you more about at the end of my presentation. And to receive updates about our
upcoming webinars, as well as access to the accompanying e-books, please subscribe on our webinars page. As I begin this webinar, I wanted to show you a picture
we just took outside CleanTelligent’s main office here in Provo, Utah. Today is
Thursday, April 19th, and at about 50 degrees, it’s a calm, partly cloudy spring morning. In case you’ve never heard of our hometown or
don’t know where it is, I’ve marked it on this map. We’re south of Salt Lake City,
and we’re surrounded by tall, truly picturesque mountains. We at CleanTelligent love this community- we love the natural beauty here and we also think that this
is a great place to do business. If any of you ever end up passing through Provo,
Utah, I invite you to stop by our office and pay us a visit. We would be happy to meet you. The title of today’s webinar is,
“Marketing Your Cleaning Company in a Digital World: The Whys and How’s of SEO.”
“SEO” stands for search engine optimization, and I will explain more
about that in a minute. My name is Bradley York, and I am CleanTelligent’s director of marketing. I’ve been with this company almost four years now, most
of that time in my present role. One of my main responsibilities here is to
maintain CleanTelligent’s sales website, which is at www.CleanTelligent.com. I and my team provide content for the website and we do everything we can to make that content
easy to find. Making websites and website content easy to find is basically what
search engine optimization is all about. I am unfortunately not an SEO expert,
although I work closely with individuals who are, and I’ve definitely learned a
thing or two from them. For over 20 years I have created
websites for various purposes, including personal interests, research, and, of
course for businesses. The principles I’ll be sharing with you today are
actually fairly new to me, but they’ve helped my websites gain considerable
visibility. I’m certain they will help you too. This is the seventh webinar I’ve
done, and it will probably be the most technical, so I welcome your feedback and
questions. I will show you a few resources and a few things you can do on
your own, but I also encourage you to seek professional advice, if you have not
already done so, to improve your cleaning company website’s SEO. I should also point out that we have addressed this topic before in previous webinars and blog
posts. Here are links to them. Specifically, one of the consultants we
work with, Bruce Rowe of Sebo Marketing, presented a webinar in January 2012
about the fundamentals of SEO. I encourage you to watch it, and I admit I
may repeat some of the points he made. On the other hand, January 2012 was over six
years ago and the Internet has changed remarkably since then. In my webinar
today, I intend to bring some of this previous information together and share
some more current best practices. The goal of my presentation is
to give you some tools to boost your company’s visibility online- to increase
your website’s appearances in web search results, which should increase the
number of visitors to your website, and, hopefully, increase the number of leads
to your company, and, ultimately, customers. First I’ll describe what SEO is and why
it matters to Google and other search engines. Then I’ll give you a few tips
for improving your SEO, whether you’ve done nothing before or or if you
just need a little help. I’ll also discuss things that would apply
specifically to cleaning businesses such as yours. When I started creating websites over 20
years ago, the World Wide Web was relatively new and search algorithms
were much simpler. Search engines of the mid-to-late-nineties, including WebCrawler, AltaVista and Yahoo! (anybody remember these?), they used snippets of
HTML code, called meta tags, to identify website content. So, if you were
launching a website for your cleaning company, in say, 1997, all you would have
needed to do to make your website show up on search results at the time would
be to embed meta tags like this in your source code: Meta, name, keywords; content equals “commercial, cleaning, Provo.” The thinking was, simply, to match these meta
tags with what people were searching for. So, if you were a commercial cleaning
company based in Provo, and you put this code on your website, there would have been a good chance your company would have showed up in a Yahoo! search for “commercial cleaning in Provo.” But that was then. Nowadays, with the
worldwide expansion of the Internet and the evolution of computer technology,
search algorithms have become far more sophisticated. Obviously one of the main
drivers of search engine optimization is Google, which launched in 1998 and is the
dominant search engine by far. Google and the other leading search engines have
not disclosed their current search algorithms, although we do know quite a
few things we should and shouldn’t do to get our pages to show up. I hope that
explains what search engine optimization is- it’s getting your website to appear
on search results. But what about the rankings? How high should your company
rank in the results? This here is possibly a well known,
widely quoted statistic, but I think in our case it’s worth some discussion.
According to a 2013 study by Chitika, an Internet advertising company, 91.5 percent of web traffic after a Google search comes from the first
results page. That doesn’t mean, necessarily, that 91.5 percent of individuals never advanced page two, but it does mean
the results on page one are the most important. Let’s break this down by
rank number: According to the same study, 33 percent of the traffic after a Google
search goes to the result in the first position. Eighteen percent goes to the second position. Eleven percent to the third, and so on. Before I continue, I should clarify that when I talk about rank number, I’m
talking about the ten unpaid, or organic, search results here. Some results at the
top or at the bottom of the page- the ones that say “ad” here, are paid results,
and, as many of you know, are pay-per-click, or PPC ads. PPC ads are a
separate discussion from SEO, and I may go into them another time. In fact, as a
side note, our colleague Bruce Rowe from Sebo Marketing did a webinar about PPC
as well, which you can find here. As you might expect, paid search results get a
fraction of the clicks compared to organic results. According to one study,
only six percent of search traffic goes to paid results (6 percent). There is
still a lot of strategy to PPC, though, and if any of you are interested, you can
contact me for more information about this. Now for the tips! Keep in mind
that unlike PPC, all of the tips I’m sharing with you for improving your SEO are potentially free, meaning you can do them by yourself.
However, some of these tips are very technical and will require web design
skills. All of these tips require marketing savvy. If you do not have such
expertise, I suggest you hire online marketing consultants, and not just once,
but on a continuing basis. As I’ve said before in one of my previous webinars,
nothing beats professional advice. Here is a list of the tips I’m going to
cover. Each tip deserves a lot more discussion than I have time to give, and
there is a lot of information about each tip. What I will also do here is relate
each tip to the cleaning industry, as there are some unique considerations to
take into account when you advertise your cleaning business. I mentioned
earlier that in the old days of the internet and SEO, specific keywords were
used to match websites and search queries. We put the keywords we wanted in meta
tags in the website’s source code. An obvious problem was that keywords may or may not have matched the actual content of the web page being indexed. A lot
of people took advantage of this, trying to skew search results in their favor.
Lucky for us, Google and the other leading search engines no longer index
pages with code keywords and code. But keywords are now more important than
ever! We simply specify them in a number of
other ways, which I will describe shortly. So, the first and most important step to
good SEO for your website is to find the right keywords. And in case I haven’t
made it clear up to this point, a keyword is basically the same thing as a search
term for your website- it’s the words you would want people to enter in so that
they could find your website. Finding the right keywords can take a lot of
research and experimentation, but it shouldn’t be too hard if you know your
target audience, geographic area, and expertise. Let’s try a couple of Google
searches to show you what I mean. If I search “commercial cleaning Utah,” one of
the results I’ll get is BearCom Building Serives BearCom, by the way, is a CleanTelligent customer and that’s why I’m using them as an example.
Looking at BearCom’s homepage, what do you think some of their keywords are?
“Janitorial services.” “Cleaning services.” “Commercial cleaning company.” It’s no
coincidence you’ll see these words throughout the page. And let me show you
something else! The source code of the page, and you’ll see these words in a few
other places as well. The title tag, the meta description tag,
and a few other tags below. In a few minutes I’ll show you how to embed
keywords such as these in your code. Let’s try one more search to show a
certain expertise: “Green cleaning Provo.” Now without specifying commercial
cleaning, you’ll see I get a variety of results but Google is trying to be
helpful by showing me the words that I searched for. So, how do you know what
keywords to use? Like I said, it takes research and experimentation. There are
many online tools to help you find good keywords, although I don’t really have
time to show you these. Here are three of the most popular ones: Google’s Keyword
Planner, which is what we at CleanTelligent use for our website, Moz, which is
limited unless you pay for an account, and Wordtracker, which also requires a
paid account. To know what keywords are effective, you’re going to have to try a
few different ones or variations of one. For instance, we at CleanTelligent
discovered after many months of analysis that the keyword, “janitorial software,”
brought in more search traffic and leads than the keyword, “cleaning software.” I
encourage you to do similar experimentation. The next tip is to look
at what your competitors are doing. If they’ve done their own keyword research
and are using their own set of keywords on their website, try to find out what
those keywords are, based on their page content and source code, like I just
showed you with BearCom. You may also want to consider using some of their keywords, if they describe your cleaning company as well. This
may sound like copying, but it’s not as long as the content of your website is
distinct. Be sure to include your unique features and benefits and your keywords,
as you do on your website, so that you don’t use all the same keywords as your
competitors. This third tip is also very important to current search algorithms:
In a nutshell, your website will rank higher in search results if Google and
the other search engines perceive that your website is periodically updated. And
this is why so many websites post blogs, webinars, and other content. Let me share
with you one of our trade secrets at CleanTelligent: We do blogs and webinars,
like this webinar, not just to share our knowledge with you- although we are happy to do so- but in the hopes that our content will show up in web searches and
ultimately attract people to our website. It’s good for everyone! You, the audience,
get the knowledge, and we, the content provider, get the exposure. There are a
lot of strategies to to refreshing your website as well, but basically what we try to do wiith our blog is to create a post with that keyword sprinkle
throughout. You can do the same on your website. All you would need to do are one
to two posts a month, with a minimum of 300 words each. As I’ve been saying,
keywords are no longer declared in a web page’s source code; they are part of the
content, sprinkled throughout the page. That means you need to use the keyword,
at least a couple of times, in the main text of your page, but you also need to
use it in the following places as well: In the Page title: This refers to what
appears in the browser title bar or tab. I’ll show you example this right here.
Page header: This is what you see at the top of the page, right here. Page image
file names and alt tags: I realize this is getting very technical now, but you’ll
need to access the source code of your website to do this. An alt tag, by
the way, is the text you see if a page image fails to load. And also the Page
URL or slug: Search engines really like it if keywords are used in the page URL
itself. By now you might be thinking that you have to be a web designer to do
all of this. It certainly helps to have those skills, or to have access to someone
with those skills. But let me show you a very easy way. Here’s an example of one
of our recent blog posts. And here’s the backend of CleanTelligent’s website,
which is on WordPress. I hope at least some of you are familiar with this
interface. If not, don’t worry. Down here you’ll see I’ve used a pretty nifty WordPress plugin called Yoast SEO. Yoast has actually taught me a lot about SEO,
and basically serves as an SEO consultant for each page. The keyword
of this post about “employee retention,” is “employee retention,” and I entered that
here. You’ll see here in the analysis that I’ve done almost everything, I’ve
done pretty much everything Yost wants me to do with this keyword. I’ve added it
to the first paragraph of the text, I’ve included it in the page meta description, I put it in the page title and URL. And
by the way, Yoast lets me edit the page title, and URL or slug very easily
right here. So again, this is a pretty technical demonstration, a pretty deep
dive into SEO. and I apologize if I’ve lost any of you. But if you have any
questions or if you would like me to show this to you again, perhaps in more
detail, feel free to contact me after the webinar.
Once a visitor is on your website, you should try to keep them there as long as
possible. One way to do this is by limiting links to other websites (which
includes your social media pages) and by providing as many links as you can to
other pages on your website. Let me show you exactly what I mean here: Go back to
the employee retention blog. So, I try to do this on our blog, whenever possible.
And at the end of this post, for instance, I give links to a related post and a
related webinar. So, I encourage you to do the same on your website, and not just
with the new pages that you’re going to create, but with some of the older pages
the existing pages as well. My last tip is another very important one: Apparently
search engines judge a website heavily on how many other websites link to it.
This is called link building and it can take a lot of time to do. I don’t have a
lot of suggestions, except to start with people you know: your clients and
business partners, for instance. Ask for reviews or testimonials. See if you can
get a profile for your company on review sites, such as Yelp.com. Also, consider
submitting a case study or press release to CleanLink.com or another industry
news site. And don’t forget to include a URL to your website, of course. And in
most cases, this is free publicity. Although I just went in depth in a
couple of areas, I’ve really only scratched the surface of search engine
optimization as a whole. I know I said a while back that these best practices are
essentially free, in contrast to pay-per-click campaigns, which can be
expensive. On the other hand, if you lack marketing expertise, or technical
expertise to modify and update your website, I think you would benefit
greatly from professional help from consultants. And when I say consultants
you may think of cleaning company consultants
and their help is definitely valuable in many aspects of your business.
But for online marketing, I would recommend that you find an internet
marketing company that specializes in SEO, website design, and PPC. There are
many such companies, and they work with businesses of all sizes and budgets. If
you’re interested in hiring an internet marketing company or consultant, I also
recommend that you find one who is local so that they can meet with you
one-on-one, and one who has worked with cleaning companies before, so that they
fully understand your needs. The internet marketing company CleanTelligent has
worked with is Sebo Marketing, which is also based in Provo, Utah. Sebo has done a
lot of good things for us over the years, and I highly recommend them. They’ve
helped us revamp our website, improve our SEO, and refine our PPC campaigns.
Bruce Rowe, who I mentioned has collaborated with us on webinars before, is happy to talk to you about
your needs and you’re welcome to contact him at this number here, 801- 2 2 7- 7 3 2
6. That’s 801- 2 2 7-SEBO. Let’s now recap what I’ve talked about today:
Search engine optimization means getting your company’s website to appear higher
on internet search results, which should lead to more website visits and
hopefully more leads. That is the ultimate goal of SEO- to boost your lead
count. Consider your target audience, your location, and your your niche when you
determine the right keywords. Remember, it may take a lot of research and
experimentation. And don’t forget to compare your keywords with your
competitors’. A lot of businesses don’t update their websites often, if at all,
and this can hurt your SEO. Make it a priority to post a blog or add new
content to your website at least once a month. Don’t overdo this, of course, but make
sure your keywords appear throughout each page. Use coding expertise whether from yourself or with someone you know to put the
keyword in the page title, URL, and Meta Description. Remember that one of the most important ways to promote your website is to get other websites to link to it. And remember that this link building must be on-going. And finally, get
professional help from individuals who know SEO and who are familiar with the
needs of cleaning companies. Meet with these individuals periodically. Before I
conclude, let me briefly mention CleanTelligent Software as well. Obviously CleanTelligent isn’t for SEO, however it can indirectly help your SEO by giving your
company the extra productivity, which you can tout on your website. If you’re not
a CleanTelligent customer and would like to learn exactly how the software
can help your business, please go to www. cleantelligent.com/demo to request a free
demo. Brief consultation. And our team of software consultants will be happy to
speak with you. If you’re already a customer and would like to know how to
use the software better, don’t hesitate to contact the customer support team. As
I said at the beginning, there are a lot of materials about SEO. And here is a
list of the resources I used. I encourage you to find more, if you’re interested in
this topic. Also, the CleanTelligent website with our regular blog and
webinar posts we address many topics, including SEO, as I said that you may
find useful. So, I encourage you to check out our blog and webinars as well. And as I
mentioned earlier, all live listeners of this webinar will receive a free e-book,
which will go into more detail about SEO. We need to prepare that for you. Expect
that in your inbox in 1 or 2 weeks. And if you aren’t listening live, you can
still get a copy of this ebook by subscribing to our webinars which you
can do on our website www.cleantelligent.com/webinars Or you can send us an email at
[email protected] If you’re interested in reaching out to me
directly, here is my contact information. Feel free to email me or connect with me
on LinkedIn. I’ve also included contact information once
again for CleanTelligent’s sales and support teams. So, thank you for listening
to the April 2018 webinar. It’s been my pleasure to talk to you today. Again, visit www.cleantelligent.com/webinars to view this and our other webinars. And
please follow us on our social media pages- Facebook, Twitter, and LinkedIn, we’ll share the latest best practices, and tips and other exciting
things. So, I wish you all good luck in your business and your endeavors. Thanks
again.

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