Can A Service Area Business Rank #1 On Google? — Transcript

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1. 0:00A shed builder gets one shot at every
2. 0:02customer they'll ever have. No one buys
3. 0:04a second shed, and there's no
4. 0:06maintenance contract to bring them back.
5. 0:08The referral loop a plumber lives on
6. 0:11doesn't exist for shed builders, which
7. 0:13means for that entire industry, the map
8. 0:15pack is their business, and most of them
9. 0:18are treating it like a phone book
10. 0:19listing. In a prior video of mine,
11. 0:21someone in the comments asked me to look
12. 0:22at this market. So, I'm going to search
13. 0:24shedbuilder Cleveland live. Here we go.
14. 0:27shed builder Cleveland. All right, as
15. 0:30always, I'm going to ignore the
16. 0:32sponsored listings. I don't care who's
17. 0:34buying their way to the top. I want to
18. 0:36look at who Google is rewarding with one
19. 0:38of the coveted top three positions. So,
20. 0:40here we have shed Shuttle, RNR sales,
21. 0:43and tough shed Cleveland. Excellent.
22. 0:46Now, I'm going to do something that
23. 0:47almost no one ever does. It's
24. 0:48interesting that I got this result here
25. 0:49in handful of results in Mississippi and
26. 0:51New Orleans. Weird. Is there Cleveland
27. 0:53and Mississippi? Cleveland. Mississippi.
28. 0:56There is a Cleveland, Mississippi. All
29. 0:58right, so let me add Ohio. That's
30. 1:00better. That's what I would expect to
31. 1:01see. All right, cool. Boy, these are
32. 1:02different results. Shed shuttle,
33. 1:04Slavven's buildings. If I could speak
34. 1:06with the S term, right? What is it?
35. 1:08Sally sold seashells down by the
36. 1:09seashore. Got it. Shed shuttle.
37. 1:12Slavven's buildings. All right, cool.
38. 1:13Now, I'm going to do something that
39. 1:15almost no one ever does here. I'm going
40. 1:16to click more businesses. I want to see
41. 1:18more than just the top three. And here
42. 1:20we go. It's interesting. I'm getting
43. 1:21some results all the way down in
44. 1:23Columbus, Dayton. often that's a sign
45. 1:25that the competition is not very high.
46. 1:27Farther away I have results then usually
47. 1:30that means low competition. Proximity is
48. 1:32a very important rank factor. So
49. 1:34generally for something like personal
50. 1:35injury lawyer for highly competitive
51. 1:37spaces I would expect the results to be
52. 1:39clustered around the centroidid region
53. 1:41of that city, not places several hours
54. 1:43away. Regardless, let's see. 108
55. 1:45reviews, 43 reviews, 122. Those are the
56. 1:48top three. We get all the way down to
57. 1:50274 reviews here. But look at how far
58. 1:52away he is. He's all the way out in the
59. 1:54boonies here. Cleveland is this and he's
60. 1:57all the way out here. He's halfway to
61. 1:58Columbus. He's still ranked pretty high,
62. 2:00which is impressive. This is a sign that
63. 2:02he's built up a lot of authority and
64. 2:05relevance so that he's able to overcome
65. 2:07that proximity debit. All right, but
66. 2:08let's take a look at the top result.
67. 2:10They look like a service area business
68. 2:12because there's no directions button.
69. 2:14Very unusual to see a service area
70. 2:15business rank so high. Typically, a
71. 2:17service area business comes at a massive
72. 2:20disadvantage. If you create a new GBP
73. 2:22listing, Google is going to ask you if
74. 2:24you see customers at your address. And
75. 2:27if you say no, Google will suggest that
76. 2:29you create a service area business. And
77. 2:31if you do that, Google will penalize you
78. 2:33for it. Which, you know, horrible,
79. 2:35right? You follow all of Google's rules.
80. 2:37You do what Google wants you to do as a
81. 2:38local business owner, and then you get
82. 2:40penalized for doing it because if you
83. 2:42don't have a visible address, you will
84. 2:44not rank as well. So, let's take a look
85. 2:46at shed Shuttle and uh see what else
86. 2:48they're doing correctly to overcome that
87. 2:50lack of visible address. So, first thing
88. 2:53I like to do is take a look at the
89. 2:54photos. Now, they are number one ranked
90. 2:56for this search, so I would expect to
91. 2:57see a lot of photos. We do see a little
92. 2:59video, a bunch of sheds, some pretty
93. 3:02nice sheds. I mean, I'm not like a shed
94. 3:04expert or connoisseur, but I mean, these
95. 3:05look like pretty that's a pretty nice
96. 3:06shed, right? Shed. Shuttle. It's kind of
97. 3:08cute. Yeah. A lot of photos. Photos of
98. 3:10them at work. Awesome. This is what I
99. 3:12would expect to see from a number one
100. 3:13ranked GBP. It's pretty common. If we go
101. 3:16down on this list and I open up photos,
102. 3:18I'm going to see five or 10. They have
103. 3:20dozens here. And it's super easy. Every
104. 3:22time you get a customer and you build a
105. 3:23shed for the customer, take a photo of
106. 3:25the shed and upload it to your GVP.
107. 3:27That's all you have to do, right?
108. 3:28Whenever you do a job, take a photo of
109. 3:30the job and put it on your GVP. That's
110. 3:32what we're asking for. That's what
111. 3:33Google wants to see. That's what we want
112. 3:35to do. And it's still going. Okay,
113. 3:37finally reached the end. Dozens and
114. 3:39dozens of photos. Awesome. No surprise
115. 3:41here. They've overcome the debit to
116. 3:43having invisible address. One of the
117. 3:45ways is just by having a ton of images.
118. 3:47Let's see how they've handled their
119. 3:48reviews. Only five star reviews.
120. 3:50Impressive. A real check here is how
121. 3:52many of these reviews have they
122. 3:54responded to. We want to respond to
123. 3:56every single review, especially if
124. 3:58they're negative. They have no negative
125. 3:59reviews, but let's see if they've
126. 4:00responded to the reviews. Uh response.
127. 4:03Long response. Fabulous. Wow, look at
128. 4:05this. Very detailed. Very nice. Another
129. 4:08response. Another response. Yeah. So,
130. 4:10they're responding to everything. Again,
131. 4:12this is what I would expect to see for a
132. 4:14business ranked number one without a
133. 4:16visible address. They have to do
134. 4:17everything else correctly to overcome
135. 4:19that debit. All right, cool. Let's take
136. 4:20a look at what they have in their
137. 4:21services. Barn design, cabinet, utility
138. 4:24shed, homegen, shed for sale. So, this
139. 4:25is a pretty solid list of services if
140. 4:27I'm honest. Like, it's pretty uncommon
141. 4:29that I'd look at a list of services and
142. 4:31it's just like, yeah, that looks pretty
143. 4:33good. But this one does. There's not a
144. 4:35lot of keyword stuffing, not a lot of
145. 4:37random ones. Weirdest one is just the
146. 4:39word home gym. I understand what they're
147. 4:41saying, but like, hey, you can build a
148. 4:43shed in your backyard and you can put a
149. 4:44gym in there. I might have made this a
150. 4:46little bit more specific to that, like
151. 4:47shed, home, gym, or something like that.
152. 4:49Like separate home gym, new structure
153. 4:52home gym, anything like that to make it
154. 4:54a little bit more clear what they're
155. 4:55going after, but overall a good list of
156. 4:57services. They're doing a really good
157. 4:58job here. Again, not surprising
158. 5:00considering they're ranked number one
159. 5:02with no visible address. Let's take a
160. 5:03look at their website. When I look at a
161. 5:05business's website, I'm going to strip
162. 5:07out the UTM parameters because I want
163. 5:09the plain domain. And then the first
164. 5:11thing that I will do, I want to see how
165. 5:13big the website is. This gives me an
166. 5:15idea, you know, how many index pages do
167. 5:17they have? How competitive is this
168. 5:18space? If they have 500, then we know
169. 5:20that it's likely very, very competitive.
170. 5:22If they have three, then we know it's
171. 5:24likely not. And they have 25. So 25,
172. 5:27pretty typical for a local business. A
173. 5:29little bit smaller than I would have
174. 5:31expected, but within the range. So, this
175. 5:33is telling me no visible address and
176. 5:36only 25 indexed pages. If you're a shed
177. 5:39builder in Cleveland, this is not a
178. 5:41competitive space. Another way to check
179. 5:43competitive space. Let me show you real
180. 5:45quick. I'll come back over here. One of
181. 5:47the things that we look at is how well
182. 5:49do the businesses that are ranked on the
183. 5:52GBP do organically. So, we have shed
184. 5:54Shuttle, which is obviously number one
185. 5:55here. Then, Tough Shed, which is number
186. 5:57three, and then what do we have here? We
187. 5:59have Slavven Slavven's Buildings. Do we
188. 6:02have Slavven's buildings? Okay, so we
189. 6:04don't have Slavven's buildings showing
190. 6:06up organically. So typically if we see
191. 6:09three GBPs ranked and then all three of
192. 6:12those as 1 2 3 organically, that's a
193. 6:14very competitive space here. One of the
194. 6:17top three isn't listed organically. Two
195. 6:19of them are probably mid-range in
196. 6:21competition. But let's keep going. Let's
197. 6:23take a look at the actual website. Now
198. 6:25on the title tag, I want to see the
199. 6:27primary service entity they're trying to
200. 6:29rank for, which is shed building. Uh,
201. 6:31and I want to see Cleveland. And what do
202. 6:33we have? Customizable sheds in
203. 6:35Cleveland, Ohio. So, not bad as
204. 6:37customizable sheds. I would rather see
205. 6:39shed builder, but okay, not bad. And
206. 6:42then their H1, we have shed builder in
207. 6:45Cleveland. Let's talk about your shed.
208. 6:46This is not bad. The phone number 5560.
209. 6:49I think that's the same one. I got to
210. 6:51click more businesses again. 5560290.
211. 6:54Yes. So, it's the same phone number.
212. 6:56Excellent. You would be so surprised at
213. 6:58how often I see the phone numbers don't
214. 7:00match. The phone number needs to match.
215. 7:02It does. They even most likely have a AI
216. 7:05bot chatting. Maybe it's a real person.
217. 7:07This is an okay sense of urgency call to
218. 7:10action. The problem is it's not July
219. 7:12anymore. Uh so this needs to be updated.
220. 7:15But anyway, five spots left in
221. 7:17September. Great. All right. Now, here's
222. 7:19the first real problem I've seen. Uh
223. 7:21this is super super common and it's
224. 7:23always an issue. This content is
225. 7:25incredibly important. The first content
226. 7:28that a user reads or that an AI agent
227. 7:30reads when they land on your website.
228. 7:31Very, very important. And what we've
229. 7:33gone with here is just generic
230. 7:35platitudes about the business, right?
231. 7:37Everything here is about the business
232. 7:38like we we right like it's talk our
233. 7:42team. It's talking about the business
234. 7:44over and over and over again. And very
235. 7:46few people are typing shed builder
236. 7:49Cleveland because they're interested in
237. 7:50a history lesson of the local shed
238. 7:52builders. So, this should instead be
239. 7:53talking about why the users care. Why
240. 7:56should they call you, right? What makes
241. 7:58you different from all the other shed
242. 8:00builders in the region? And we take a
243. 8:02lot of pride in creating sheds that are
244. 8:04built around each customer's needs. That
245. 8:06doesn't make you unique. I would guess
246. 8:08that most shed builders in Cleveland
247. 8:10would say this exact same thing, right?
248. 8:12No shed builder is going to say, "No,
249. 8:14that doesn't describe me. I don't like
250. 8:16creating sheds that are built around our
251. 8:18customers needs." Right? So say
252. 8:20something unique USP, unique selling
253. 8:22position. Why should they call you? Why
254. 8:24should they call you now? This does
255. 8:26well. It just needs to be updated to be
256. 8:27accurate for the month it is. But great.
257. 8:29Okay. Our goal is simple. Create a long
258. 8:32listing structures at fair price. I mean
259. 8:34come on, right? Okay. Now GBP review
260. 8:36embed. Love it. Fabulous. This is what
261. 8:38we want to see. We want to see it high
262. 8:40in the page. We want to see the real GBP
263. 8:42embed. Don't copy paste these. Embed the
264. 8:44GBP. This builds much more trust. Love
265. 8:46how high it is. Love the trust building.
266. 8:48Then we have some additional trust
267. 8:50badges. I call these which again just
268. 8:52gives reasons to call them. This this
269. 8:53does really well here. Great. Awesome.
270. 8:56Oh, and then we have prices. I love
271. 8:58seeing this. Yes, this is fabulous.
272. 9:00Prices is something that so many local
273. 9:02business owners are afraid to put on
274. 9:04their website, but it's also
275. 9:06simultaneously one of the most common
276. 9:08thing that users search for. So, if if
277. 9:11somebody is in Cleveland and they search
278. 9:13for how much does it cost to install a
279. 9:15shed, that is likely to trigger an AI
280. 9:17overview. Uh something simple like shed
281. 9:19builder Cleveland, very unlikely to
282. 9:20trigger an AI overview. But how much
283. 9:22does a shed cost, very likely to trigger
284. 9:25it. Google knows where you're located,
285. 9:27so it would know that you're in
286. 9:28Cleveland. And if you're the only local
287. 9:30business who puts this level of
288. 9:32information on your website about
289. 9:33pricing, then you're very, very likely
290. 9:35to be cited by that AI overview. This is
291. 9:38exactly why with the core 30 agent,
292. 9:40that's my software that builds local SEO
293. 9:43content and local SEO pages. We have a
294. 9:45very specific section specifically
295. 9:47designed to build content around price.
296. 9:50Now, these are very specific prices. I'm
297. 9:53not saying you need to do this and give
298. 9:54these prices. What we would want to see
299. 9:57at the very least is ranges of prices
300. 9:59and what drives those ranges. Like when
301. 10:02is it going to be on the low end of
302. 10:03that? When is it going to be on the high
303. 10:04end of that? as the business owner, as
304. 10:07an expert on this business, those are
305. 10:08questions that you should be able to
306. 10:10answer generally, right? Like water
307. 10:11heater replacement. I don't need to say
308. 10:13that it's $700 every time. I need to
309. 10:16say, well, it's going to be, you know,
310. 10:17more if it's in an attic versus on the
311. 10:19ground floor. It's going to be more if
312. 10:20it's tankless versus a tank, etc., etc.
313. 10:23These are pretty general pricing. So, I
314. 10:25mean, if it's a hard backyard to get
315. 10:26into, I maybe they don't charge extra
316. 10:28for that. Choice of shingle colors,
317. 10:30great. What if I want a premium shingle?
318. 10:32Doesn't cost extra. What if I want more
319. 10:34windows? etc., etc. So, I'm sure there
320. 10:36are options here. These are all likely
321. 10:38the base pricings. Yeah, here we go.
322. 10:40Custom painting, painted trim, painted.
323. 10:42Yeah, great. So, I would want to take
324. 10:45this content. This is fabulous. Fabulous
325. 10:47content. I would want to write it more
326. 10:49fully into an article rather than have
327. 10:53all these little blocks just to make it
328. 10:55easier for an AI agent to be able to
329. 10:57read and understand what the price is,
330. 11:00what drives the price, how expensive
331. 11:02could it be, uh how inexpensive could it
332. 11:04be, etc., etc. But overall, fabulous,
333. 11:06fabulous job. Uh this pricing content
334. 11:09really, really important to include on
335. 11:11local business owners websites. And for
336. 11:12those of you who haven't seen it, this
337. 11:14is what the core 30 agent looks like.
338. 11:15And this under trust and under pricing.
339. 11:19This is exactly what I'm talking about
340. 11:21where we would want to write the pricing
341. 11:23guides for these different service
342. 11:25entities and put it on your website. Uh
343. 11:27they they've done this. Fabulous. Okay.
344. 11:29Let's keep going. Okay. And I like this
345. 11:31also what to expect. Step one, step two,
346. 11:34step three, step four. This I think
347. 11:35belongs higher on the page instead of
348. 11:37that paragraph full of platitudes about
349. 11:39how they care about their customers or
350. 11:41whatever they're talking about that
351. 11:42didn't really mean anything. This
352. 11:44actually is meaningful. Uh, step 1 2 3
353. 11:474. They have an online builder to help.
354. 11:49This is fabulous. Really, really good.
355. 11:51This is a really well done website.
356. 11:53Okay, this doesn't work. These are
357. 11:55called citygate pages. And uh, this type
358. 11:58of citygate page really stopped working
359. 12:01a few years ago, five plus years ago.
360. 12:04And more than that, Google rolled out an
361. 12:05update in August of 25, more than a year
362. 12:08ago now, where these are basically just
363. 12:10considered spam. I wonder if these are
364. 12:11the exact same pages just with the city
365. 12:13name change. It looks like it is. So,
366. 12:15that makes it even worse. But, you know,
367. 12:17they're ranked number one. That's a sign
368. 12:18of relatively low competition. Uh, if
369. 12:21they're able to get away with, you know,
370. 12:23just having these citygate pages with no
371. 12:25issues. So, no problem. And they only
372. 12:27have one location even though they had
373. 12:29citygate pages. All right. So, overall,
374. 12:30well done, Shed Shuttle. Now, next
375. 12:33website I always like to look at is the
376. 12:35number four result. And the reason for
377. 12:36that, I I would normally look at this
378. 12:38one because they have so many reviews,
379. 12:40but they're really far away. So, this
380. 12:42one isn't going to be as interesting.
381. 12:44They're not ranking because of how far
382. 12:45away they are. But this one, they're
383. 12:47right in there, right in Cleveland. The
384. 12:49fourth business is kind of like the
385. 12:52first loser. No one sees the fourth
386. 12:54result. They only see the top three. So,
387. 12:56let me take a look. I'm going to start
388. 12:58by looking at the photos as I did with
389. 13:00the shed shuttle. And how many photos do
390. 13:02I see? Oh, that's a cute one. Okay. Why
391. 13:04is it in this format? It changed the
392. 13:07format. That's weird. Yeah. So, we can
393. 13:09see that they have many, many fewer
394. 13:11photos than the shed shuttle. They maybe
395. 13:13have 20 photos here. Uh whereas the shed
396. 13:16shuttle had dozens. So, one thing if
397. 13:18you're Wodsworth shed/theshed guy, get
398. 13:21more photos. Just start taking photos of
399. 13:23every single shed you build. Put them on
400. 13:24your GBP. Let's see how they're doing on
401. 13:26reviews. No negative reviews. And they
402. 13:29are responding great. It looks like
403. 13:31they're responding pretty much the same
404. 13:34almost copy paste. A little bit better
405. 13:36here. That's good. That's good. Don't
406. 13:38copy paste. Write real responses or
407. 13:41easier have AI write real responses. AI
408. 13:44can take what's in the review and then
409. 13:45write a response that directly talks to
410. 13:47that review. So AI written responses
411. 13:50perfectly fine. Nothing wrong with it.
412. 13:52Great. And they have an actual address.
413. 13:53Let's take a look at their website. Now
414. 13:55remember the shed shuttle had 25
415. 13:58results, 25 index pages. Let's see how
416. 14:01big this site is. 35. So they're a
417. 14:03bigger website than shed shuttle even
418. 14:05though they're only ranked number four
419. 14:07instead of number one. Now let's see
420. 14:10shed builder Cleveland. I want to see.
421. 14:12And we have storage sheds for sale
422. 14:13Wadssworth Ohio. Okay, excellent. So
423. 14:15they must they're located in Wadssworth
424. 14:17then, right? Yeah, they're located in
425. 14:18Wadssworth. So they're not in Cleveland.
426. 14:20That's a big part of the reason why
427. 14:22they're not ranking for the search
428. 14:23Cleveland. When you're in a different
429. 14:25city, you lose a lot of proximity. They
430. 14:28also have a lot of navbar links. We like
431. 14:31to minimize navbar links. If we look at
432. 14:34this, they have what? 1 2 3 4 5 6. They
433. 14:39have 1 2 3 4 5 6 7 8 9 10 11 12 13 14.
434. 14:46So they have 14. You know, not horrible.
435. 14:48I've seen some pages with a 100 links in
436. 14:50the navbar and then their H1, they just
437. 14:53don't have an H1 at all and that whole
438. 14:55thing is a link. Okay, not great. So,
439. 14:58your hero image shouldn't be a link.
440. 14:59It's confusing. It's hard to navigate.
441. 15:01Maybe this is it. Sheds for sale in
442. 15:03Wadsworth, Ohio. So, they haven't gone
443. 15:05for shed building. They've just gone for
444. 15:06storage sheds for sale. I search for
445. 15:08shed building. Another reason that
446. 15:10they're probably not ranked in the top
447. 15:12three. If I search for storage sheds for
448. 15:14sale Wadssworth, I'd almost certainly
449. 15:16see them. Uh, but let's see. Okay. Now,
450. 15:18what's old hickory? Why is that the
451. 15:20first time I've seen old hickory
452. 15:22authorized dealer? So, but I don't know
453. 15:24what old hickory means. And the first
454. 15:27words is this rotating. Okay. So, don't
455. 15:29do this on don't like in general. We've
456. 15:32split test this multiple times. Rotating
457. 15:34hero images. People don't like it. They
458. 15:36typically bounce. This should be a
459. 15:37simple static image like all of this.
460. 15:39This is too much. This can be below the
461. 15:41hero image. You can shorten the hero
462. 15:43image to have this visible. Yeah, I
463. 15:45don't like that. And it's not that I
464. 15:47don't like it, it's that based on my
465. 15:49experience, this won't convert as well.
466. 15:50And then their statement here starts
467. 15:52with Old Hickory. I have no idea what
468. 15:53that is. Obviously, that's the
469. 15:55manufacturer of their sheds, but I don't
470. 15:57know that. And they start by talking
471. 15:58about how Old Hickory prides itself on
472. 16:00exceeding customers expectations. So,
473. 16:02and again, same issue that shed Shuttle
474. 16:04has. This is talking about themselves,
475. 16:06not about their users. But even worse
476. 16:08than that, they're not actually talking
477. 16:09about themselves. They're talking about
478. 16:10Old Hickory. Kind of weird. And color
479. 16:12matched metal roof fasteners. Cool.
480. 16:15That's definitely something to highlight
481. 16:17as the most important thing about the
482. 16:18shed. What they've done, they've they've
483. 16:20highlighted as the number one most
484. 16:22important thing. Color matched metal
485. 16:24roof fasteners. The screws are the same
486. 16:27color as the roof. Awesome. All right.
487. 16:28So, we do have some trust badges. Not
488. 16:31bad. I don't see any Oh, boy. This is a
489. 16:34short page. And they've used a Yahoo
490. 16:37email address. Let's see if the phone
491. 16:38number matches 3058. 3058. So, good.
492. 16:41phone number matches a domain email
493. 16:43address like contactwadssworthsheds.com
494. 16:46something like that that does help build
495. 16:48trust both somewhat a little bit with
496. 16:50Google's algorithm and with the users uh
497. 16:53he can forward those emails to the shed
498. 16:55guy ohb at Yahoo is that old hickory
499. 16:59buildings or is it Ohio cuz they're in
500. 17:02Cleveland anyway they have business
501. 17:04hours here do they have business hours
502. 17:06on their GBP closes at 5 they're closing
503. 17:08they're closed so all of these actually
504. 17:10have closes that's interesting
505. 17:11Generally, we see a lot of GBPs that
506. 17:13have 24 hours written. Uh, if somebody
507. 17:16searches for your target service and
508. 17:17you're listed as closed, you won't rank
509. 17:20as high. Uh, Google doesn't like showing
510. 17:22closed businesses. So, if somebody came
511. 17:24in here and put a GBP in that said
512. 17:26they're 24 hours open and somebody did
513. 17:28this search at 8:00 p.m., they would be
514. 17:30very, very likely to rank because all of
515. 17:32these other businesses would be closed.
516. 17:34That's one of the reasons we often see
517. 17:35businesses listed as being open 24
518. 17:37hours. Google's rules say that in order
519. 17:39to say that, you technically have to be
520. 17:40able to dispatch people uh 24 hours, not
521. 17:43just answer the phone. But anyway, still
522. 17:45really common to see. So, they just
523. 17:47don't have very much content. They don't
524. 17:49have the GVP embed. They don't have GBP
525. 17:51reviews on here. They're they're just
526. 17:53missing a lot of opportunity to add
527. 17:55content which would add relevance to
528. 17:58this homepage. I searched for shed
529. 18:01building, right? Shed builder. And do we
530. 18:04even have the word builder on this page?
531. 18:063D builder. That's no and that's it.
532. 18:08That's the only mention of it. So they
533. 18:09never even mention the word shed
534. 18:12builder. Okay. So that's a problem,
535. 18:14right? Because you are more likely to
536. 18:16rank for service entities that match the
537. 18:20search query that people type into
538. 18:22Google. So I searched for shed builder.
539. 18:24They're advertising storage sets for
540. 18:26sale. They never once mentioned the fact
541. 18:28that they actually build sheds.
542. 18:30Relatively simple. if if they came to
543. 18:32us, what we would do, we would add more
544. 18:34content to this homepage where we talk
545. 18:37more specifically about the services
546. 18:38that they offer, uh, which they haven't
547. 18:40really done hardly at all. And we would
548. 18:43make sure to mention all of the service
549. 18:46queries that we would want to rank for
550. 18:48when someone searches for those types of
551. 18:50services on Google. Oh, and then to get
552. 18:52to the pricing guide, I need to enter
553. 18:54this information. See how much worse
554. 18:55this is, right? So, if I ended up on
555. 18:57Wadsworth Shed's website and I wanted to
556. 18:59see how much pricing was, why would I
557. 19:02give all this information to get the
558. 19:04pricing guide, especially when the shed
559. 19:08shuttle gives it all to me straight off
560. 19:09the bat, right? They just give me all
561. 19:11the pricing information straight away,
562. 19:13whereas these guys, they put this
563. 19:15barrier in front of it so I can't see
564. 19:17the pricing. This is not amazing
565. 19:19customer experience. I don't want to
566. 19:20give all this information up. And why is
567. 19:22there a box for comments? That just
568. 19:24makes it harder for me to fill it out.
569. 19:26Right? If you are going to have
570. 19:28something like this, make it as easy as
571. 19:30possible to fill it out. The absolute
572. 19:32minimum amount of information. So, it'll
573. 19:34be one box for name, box for email, box
574. 19:37for phone number, and then that's it.
575. 19:38Right? If you have their email and phone
576. 19:40number, you can add them to your mailing
577. 19:41list, you can call them, you can bother
578. 19:43them, etc., which is I'm sure is what
579. 19:44their goal is. Not great. Not great.
580. 19:46What about viewer inventory? So, now
581. 19:48they have pricing here, which why did
582. 19:50they make me enter my information, but
583. 19:51here they just give it to me straight
584. 19:52away. What what happens if I click this
585. 19:55get a free quote? So, this is one of the
586. 19:57reasons this uh site is bigger because
587. 19:59they have pages for each one of these
588. 20:00individual sheds, right? And the shed
589. 20:04shuttle didn't really have that. So,
590. 20:06it's a larger site, but it's a bunch of
591. 20:08content that isn't really relevant for
592. 20:09what they're trying to rank for. So, we
593. 20:12would come in here, we'd build content
594. 20:13for all of the appropriate services that
595. 20:16they really need to have on there to
596. 20:18establish that entity relevance with
597. 20:20Google's algorithm. And really that
598. 20:22right there is a huge part of the gap in
599. 20:25this market. Now every Tuesday I sit
600. 20:27down with the people in my pro community
601. 20:29and we do this exact same thing except
602. 20:31it's their businesses on the screen.
603. 20:33They share their screen. We can pull up
604. 20:35their GBP, their website, their their
605. 20:38categories, their rank map and we can
606. 20:39work out what's actually broken and what
607. 20:41they should work on fixing first. It's
608. 20:43not pre-recorded. It's not general
609. 20:45advice. a real diagnosis on a real
610. 20:47business uh every single week and
611. 20:49multiple businesses every single week.
612. 20:51So, if you want your market to be the
613. 20:53one on that screen, the link to join is
614. 20:55in the description coming out with this.
615. 20:57But for now, let's go take a look at the
616. 20:59third business here for Shed Builder
617. 21:02Cleveland. I like to grab one that's all
618. 21:04the way down here, but has surprisingly
619. 21:06good reviews. Let's take a look. Maybe
620. 21:08So, they're listed as garage builder, so
621. 21:10I don't want to choose them cuz they're
622. 21:11a different category. Maybe these guys
623. 21:13or maybe Nope. Castle is too far away,
624. 21:16right? Because this is not fair. Like,
625. 21:17oh, why aren't they ranking in
626. 21:19Cleveland? Well, because they're in
627. 21:20Dayton, right? That's why. All right, so
628. 21:22let's try Hartsville because they're
629. 21:25pretty close to Cleveland and their
630. 21:26category is shed builder. The reviews
631. 21:29aren't great. 4.3. Let's take a look at
632. 21:31their photos. All right, they have a
633. 21:32good number of photos. That's awesome.
634. 21:34That's awesome. Okay, so let's take a
635. 21:36look at their reviews. A bunch of
636. 21:38one-star reviews. No responses to the
637. 21:40good reviews. Let's see if they've
638. 21:42responded to their low reviews. That's
639. 21:44even more important. If you get a
640. 21:45negative review, you must respond. The
641. 21:48response is apologetic. I'm so sorry
642. 21:50that happened. Please call this number
643. 21:52and we'll get it fixed immediately.
644. 21:53That's the right response. You don't
645. 21:55care if the person who left the review
646. 21:57ever sees it again. Your response is for
647. 22:00the people thinking about calling you
648. 22:02that you take care of your customers.
649. 22:04So, let's see. Not awesome. Yeah, no
650. 22:07responses. Look at that. No responses to
651. 22:08any of their reviews. A huge problem.
652. 22:11One star not open. That's weird. Not
653. 22:13great, right? You really need to be
654. 22:14responding to your negative reviews,
655. 22:16especially. Boy, look at how long this
656. 22:18is. Uh, and it really just keeps going
657. 22:20on with a bunch of details. And look at
658. 22:21how detailed. 608 and 624. Wow. So,
659. 22:24let's take a look at their website. All
660. 22:26right. Site: Search again. Whoa. 2410
661. 22:30results. So, they're almost certainly,
662. 22:32this is e-commerce style, they must have
663. 22:34a ton of different products on their
664. 22:35website. If you're looking at a
665. 22:37competitor and you see a number like
666. 22:38this, don't be scared off by it. This
667. 22:41number is so big it almost certainly
668. 22:43isn't. 2400 pages that are designed to
669. 22:46build topical relevance. Okay, let's see
670. 22:48what we got here. Hartsville outdoor
671. 22:50products, outdoor company, prefab
672. 22:52buildings. Nothing about sheds. Uh, and
673. 22:55then here they do say over 450 storage
674. 22:58sheds and thousands of other outdoor
675. 22:59furniture products. But they don't talk
676. 23:01about where they are in Hartsville.
677. 23:03Nothing about shed building, but it
678. 23:04seems like they have a massive number of
679. 23:06other products. Woo boy. Uh, what a
680. 23:09mess. So the reason that we don't like
681. 23:11this many links in the navbar is when
682. 23:14you put a link from one page to another.
683. 23:16The way Google's algorithm works is a
684. 23:18link to another page passes authority to
685. 23:20that other page. Passes trust to that
686. 23:23other page. Right? The more links the
687. 23:25page has, the more trust it passes with
688. 23:28its own links. Okay? Now navbar links
689. 23:31don't pass trust. It's editorial links
690. 23:33that pass trust. But the trust is
691. 23:36divided amongst every single link on the
692. 23:39page. So if you have a 100 links on your
693. 23:41page, each link is going to get 1% of
694. 23:44the authority. Now if 90 of those links
695. 23:46are navbar links, then n those 90 links
696. 23:50get no authority and the 10 links that
697. 23:52are editorial each get 1%. Right? So
698. 23:55that's why when we put a ton of navbar
699. 23:57links in, we just end up diluting
700. 23:59authority. We're not able to pass the
701. 24:01trust to the pages that we want to have
702. 24:03it. Boy, this is a really ugly website.
703. 24:05But that's okay. In my experience, ugly
704. 24:07websites often convert better, so that
705. 24:09doesn't bother me. This whole thing is a
706. 24:11link. Where does it take me? Giant
707. 24:13images like this, it's really hard to
708. 24:15navigate the site when these are links
709. 24:17as the giant image, especially on your
710. 24:19mobile device. It's just really
711. 24:21annoying. You accidentally tap and you
712. 24:22click through. Like this whole thing is
713. 24:25a link. It's just kind of a mess, right?
714. 24:27Okay. So, shed buying guide. That looks
715. 24:29good. But, you know, I'm on the homepage
716. 24:31here. We go straight into all these
717. 24:33different sheds. It really seems like
718. 24:35they should talk more about this instead
719. 24:37of just have it. And then there's very
720. 24:40little content on here. Okay, now we're
721. 24:42talking about different types of
722. 24:44furniture. That's fine. They sell that,
723. 24:45too. Visit showrooms, outdoor furniture
724. 24:47options. Why choose us? So, I was wrong.
725. 24:50There's a lot of content, just not very
726. 24:52much of it relevant to what they're
727. 24:54trying to rank for. So, they kind of
728. 24:56threw all of the information onto their
729. 24:58homepage. Let me see if I can pull up
730. 25:00Yeah. services. Awesome. Okay. And I
731. 25:02would expect to see a lot of services
732. 25:04based on their But look at this. Most of
733. 25:06their services is actually based on
734. 25:08sheds, right? And their primary category
735. 25:11was shed builder. At least the one that
736. 25:12Google's displaying to me is shed
737. 25:14builder. That doesn't mean it's their
738. 25:15primary category. It means that is a
739. 25:17category on their GBP. And Google has
740. 25:19decided that is the one that's most
741. 25:20relevant to the search I did. But their
742. 25:22services are very shed focused. So, I'm
743. 25:25surprised that I don't see more relevant
744. 25:27information about sheds on their GBP
745. 25:31landing page on their homepage. Let's
746. 25:33see where we have the shed buying guide.
747. 25:35GH these videos and storage shed buying
748. 25:37guide. I mean, again, maybe. But this
749. 25:40doesn't this just gives me a bunch of
750. 25:42lists of sheds. This isn't a buying
751. 25:43guide. This is just a Yeah. Okay. So,
752. 25:46this is really disappointing. There's
753. 25:47almost no content on here. It just lists
754. 25:49a bunch of sheds, right? How easy would
755. 25:51it be to have an actual buying guide on
756. 25:54here to provide a bunch of relevance for
757. 25:58storage sheds, for shed building? You
758. 26:00know, you could walk through how to
759. 26:02choose the right one, how the pricing is
760. 26:04done, who is it a good fit for, who is
761. 26:06it not a good fit for. Instead, they
762. 26:08haven't really done that. They just
763. 26:10listed a bunch of sheds by type, style,
764. 26:14newer, used, amenities, and then that's
765. 26:17it. That's the end of the page. So
766. 26:18really when I look at Hartsville Outdoor
767. 26:20Products, what we're really missing is
768. 26:23topical relevance. There's so little
769. 26:25written content on this website about
770. 26:28the topics that will help them rank for
771. 26:30the services that people are searching
772. 26:32for, right? So they need to talk about
773. 26:34shed building. It's their secondary
774. 26:36category and there's nothing on their
775. 26:38homepage about shed building. When we
776. 26:41think about Amish barn builders, okay,
777. 26:43here's shed builder. So they they talk
778. 26:45about it one time and then we have the
779. 26:47best website builder group. Fabulous.
780. 26:50And we talk about shed builder exactly
781. 26:52one time right there and that's it. The
782. 26:55way Google works, it works based on
783. 26:57entities. Every service you offer is an
784. 26:59entity. Your business is an entity. So
785. 27:01the first thing we're trying to do is to
786. 27:03get Google to trust that your service
787. 27:06entity is performed by your business
788. 27:08entity. And to do that, you need content
789. 27:10about your service entity on your
790. 27:12business entity's website. So we need to
791. 27:14talk about the fact that they do shed
792. 27:16building. So when we build a website,
793. 27:18we're always going to build content
794. 27:20dedicated to all of the secondary
795. 27:22categories. This the primary category,
796. 27:24the secondary categories are so
797. 27:26important because remember categories on
798. 27:29your GBP, you can't type anything you
799. 27:30want in. It's a drop-own box, right? So
800. 27:33they have shed builder on their GBP as a
801. 27:36category, but they haven't talked about
802. 27:38it. So again, I'm going to show you an
803. 27:41example. When we look at the core30
804. 27:43agent, when we're coming in here and we
805. 27:45need to write pages about it, we're
806. 27:47always going to write pages about
807. 27:49secondary categories about the services
808. 27:51and we're going to dedicate that. You
809. 27:53can see we can write service pages. We
810. 27:54can write category pages. We so we can
811. 27:56change this to shed builder, right?
812. 27:58That's what we need to do. We need to be
813. 28:00able to write content that establishes
814. 28:02the trust for Google's algorithm which
815. 28:04is a machine and the AI systems which
816. 28:06are all also machines so that Google can
817. 28:09see that you offer those services with
818. 28:12your business. If you don't talk about
819. 28:14them, if you don't have written content
820. 28:16that talks about the service entities,
821. 28:18there's no way for Google to know that
822. 28:20you actually offer it. Okay, this is a
823. 28:23massive visibility gap. It's easy to
824. 28:26fix. Just write a page for every
825. 28:28category, for every service, and link
826. 28:29those pages together in the exact same
827. 28:31format that the GBP is linked. Make your
828. 28:34website a mirror image of your GBP. That
829. 28:37reinforces the entity relationship that
830. 28:40you told Google you have on your GBP.
831. 28:42And remember, Google needs content in
832. 28:46order to build trust that you actually
833. 28:47do those things. Okay, that's enough.
834. 28:49That's enough of that. That is shed
835. 28:51builders in Cleveland. Now, fairly low
836. 28:53competition, but if you want to see this
837. 28:55format in a market where people are
838. 28:56spending real money to win, I recently
839. 28:58did one for personal injury lawyer
840. 29:00Houston. It's the most brutal map pack
841. 29:02I've audited. That video is here next.
842. 29:05See there.