How To Be The #1 Local Business On Google — Transcript

Full transcript

1. 0:00It's almost summer in Charlotte, and the
2. 0:02moving trucks haven't stopped. South
3. 0:04End, NoDa, Plaza Midwood, every block
4. 0:07has a U-Haul on it. Every other house
5. 0:09has a contractor in the driveway, and
6. 0:11the people moving in aren't painting
7. 0:12beige walls anymore. Wallpaper's back.
8. 0:15Real wallpaper. Look behind me. That's
9. 0:17wallpaper. The kind of wallpaper that
10. 0:19runs 200 bucks a roll, and needs
11. 0:21somebody who actually knows what they're
12. 0:22doing to hang it properly. Now, in an
13. 0:25earlier episode, someone dropped a
14. 0:27comment asking me to do wallpaper
15. 0:30installation in Charlotte, so that's
16. 0:32what we're going to do today. Pulling up
17. 0:33Google Live, searching wallpaper
18. 0:35installation Charlotte, and walking
19. 0:37through who's winning, who's coasting,
20. 0:40and who should be able to take the top
21. 0:41spot in 30 days from now. Come up below
22. 0:44with your niche and city. That's how
23. 0:45this one happened. Let's go ahead and
24. 0:47get started. All right, Google search,
25. 0:49and we're off. Wallpaper
26. 0:52installation Charlotte. Okay, I don't
27. 0:54want to see more sponsored results. I'm
28. 0:56interested in who's actually doing the
29. 0:57work to rank, and here we have the top
30. 1:00three results. Paste and Paper, Nina's,
31. 1:02and AM Wall Covering. Now, I'm going to
32. 1:03do something that almost no one ever
33. 1:04does. If you're out of the top three,
34. 1:06you're basically invisible for local
35. 1:08search, because Google only shows the
36. 1:10top three. But, I'm going to hit more
37. 1:12places, because I'm interested in more
38. 1:13than just the top three. So, let's go
39. 1:15ahead and take a look at some of these
40. 1:16top ranked results. We got 176 reviews
41. 1:19for number one, 36 reviews, 139 reviews.
42. 1:22Just a quick check, we immediately drop
43. 1:24off 16, 14,
44. 1:26we get 50 reviews there. But, overall,
45. 1:29it looks like this is unusual in that
46. 1:31the ones that have the best reviews are
47. 1:33ranked on top. All right, so let's take
48. 1:34a look at Paste and Paper real quick. Uh
49. 1:36just scroll through some of their
50. 1:37images. And it's important to know,
51. 1:39right, there's no call button. So, in
52. 1:41order to get the call, they have to
53. 1:43actually get the user to click on their
54. 1:45GBP. So, once you click on the GBP, then
55. 1:48the call button shows up, okay? So,
56. 1:49let's keep coming, looking through lots
57. 1:51of photos of work in progress. Do we
58. 1:54have any by owner?
59. 1:56Yeah, uh inside So, this is all work in
60. 1:59progress. I really would like to see
61. 2:02photos of the crew working, of the
62. 2:04owner's face, rather than just a bunch
63. 2:07of photos in progress. But again,
64. 2:09they're clearly working. They're ranked
65. 2:10number one. Let's take a look at some of
66. 2:11these reviews. A perfect five-star
67. 2:13rating across 176 reviews. This is
68. 2:15actually maybe somewhat controversial.
69. 2:18In our experience across couple hundred
70. 2:20local businesses, we often find that a
71. 2:224.9 converts better than a perfect
72. 2:25five-star. So, I'm not saying that
73. 2:27Pasted Paper should be really mean to
74. 2:30their next customers to get a couple of
75. 2:32one-star reviews and pull this average
76. 2:34down to improve conversions. But I'm
77. 2:35also not not saying that because a 4.9
78. 2:38will help conversions versus a perfect
79. 2:39five. A lot of people just don't trust a
80. 2:41perfect five. We see Nina also has that
81. 2:44same, I'm going to use air quotes,
82. 2:45problem of a perfect five-star rating.
83. 2:47But let's just see. Elise is the only
84. 2:49one they'll use and called Bestie.
85. 2:52That's kind of You don't see that in the
86. 2:54business response very often. All right,
87. 2:56no problem. Look no further than Elise.
88. 2:59Elise does a great job. Cannot say
89. 3:02enough positive things. And I also like
90. 3:04that the wallpaper company, Pasted
91. 3:06Paper, has responded to every single
92. 3:08review. That's what you want to be doing
93. 3:10to your GBP. Every review should be
94. 3:11responded to, even negative reviews.
95. 3:14Boy, my boo my boo. Boy, she is she Her
96. 3:17customers love her and she seems like
97. 3:19she loves them back. Good for them. All
98. 3:21right, so what do we have with Nina's or
99. 3:23AM anything? So, let's see. AM pretty
100. 3:25similar. Looks like just a bunch of
101. 3:27photos of wallpaper. We'll come down.
102. 3:30Anything interesting on the reviews? One
103. 3:32one-star review. Artem. Okay, so they're
104. 3:35also responding across the board. Good
105. 3:38to see it. Again, per you know, 4.9, so
106. 3:41everyone seems to really love it. I
107. 3:42wonder what happened with that one
108. 3:44negative review. I just got to I got to
109. 3:46see. Poor communication. Oh, there's a
110. 3:48couple of one-star reviews. Oh boy. But
111. 3:51they they're were pretty four years ago,
112. 3:53year ago. Do not hire him. Yikes.
113. 3:57Overall, looks pretty good though. All
114. 3:58right. So, let's take a look at Piston
115. 4:00Papers actual website. This is the
116. 4:02number one ranked wallpaper installer.
117. 4:05The website's an Instagram profile and
118. 4:07they're ranked number one. Oh man. This
119. 4:09is a sign that the competition in the
120. 4:11space is pretty low. You don't often see
121. 4:15Instagram profiles rating so highly. And
122. 4:18the reason I don't have the city name, I
123. 4:20don't have the primary category in the
124. 4:22title tag. Those are two keys that we
125. 4:25usually see in top ranked businesses. I
126. 4:28do love that they won uh design award. I
127. 4:31mean, that's awesome to see. I mean,
128. 4:33it's not you know, a bunch it's an
129. 4:35active Instagram profile. That provides
130. 4:37a lot of trust, right? We like to see
131. 4:39active social media profiles and they're
132. 4:41not going to let me keep looking. Okay.
133. 4:43I can't say that they would rank higher
134. 4:45if they built their own website. What I
135. 4:47would be interested in doing is taking a
136. 4:49look at what their rank map looks like
137. 4:51cuz this is just too strange for me to
138. 4:54leave it like this. I have to dive into
139. 4:57this a little bit more than I was
140. 4:58planning on because it's an Instagram
141. 5:01page as their GBP landing page. Very
142. 5:04unusual that it works that well. So, let
143. 5:06me see if I can find and pull up their
144. 5:08actual rank map cuz I want to see how
145. 5:10well they're ranking across the city as
146. 5:12a whole, not just for that search
147. 5:15wallpaper installation Charlotte. So,
148. 5:17let me just do wallpaper
149. 5:19installation. I'm doing a 13 by 13.
150. 5:22Let's go ahead and run it to 5K.
151. 5:25Pretty big area and we'll see how they
152. 5:27do. There we go. Okay. Okay, so this is
153. 5:30clearly telling us a very different
154. 5:31story than you know, rank number one.
155. 5:35So, what I'd like to look at this, I
156. 5:36like to sort it by top 3% because top 3%
157. 5:39is basically what percent of this area
158. 5:41can people see them in, right? I don't
159. 5:43care about having rank position because
160. 5:45if they're one, two, or three, it
161. 5:47doesn't matter. They're going to get
162. 5:48about the same number of conversions.
163. 5:49Once you're in the top three,
164. 5:50conversions are based on your review
165. 5:52quality and quantity, not your actual
166. 5:53rank position. And if they're in
167. 5:55position four or lower, they're also not
168. 5:57going to get any conversions because
169. 5:58they're all equally invisible. So, I
170. 6:00care about top 3% and Paint and Paper is
171. 6:03at 5%. So, for whatever reason when I
172. 6:05just did the straight-up Google search,
173. 6:07wallpaper installation in Charlotte, it
174. 6:09gave me this one even though looking at
175. 6:10the rank map, it's a much different
176. 6:12story with Mark Carden Painting taking
177. 6:15the top spot. Here's what his rank map
178. 6:17looks like. Basically, green everywhere.
179. 6:19So, Paint Paint and Paper, they have
180. 6:21excellent Instagram profile, they have
181. 6:23excellent reviews, they're doing really
182. 6:26well at a lot of the hard things, right?
183. 6:28Most business owners don't do
184. 6:30don't stay active on Instagram. It's
185. 6:32hard to stay active on Instagram. It's
186. 6:33hard to get good reviews. They've done
187. 6:35those hard things. Building a quick
188. 6:37website on on Wix, on on Weebly, on
189. 6:40Squarespace, on Cloud Code, on any
190. 6:43platform they feel like will get them
191. 6:45ranked better, faster than any other
192. 6:48thing that they could possibly look at
193. 6:49doing right now. So, that's the number
194. 6:51one thing that Paint and Paper should be
195. 6:54looking at is getting a website built
196. 6:56for their business. Look at what this
197. 6:57rank map looks like using an Instagram
198. 7:00profile as their GBP landing page, okay?
199. 7:03This is a beautiful rank map. When
200. 7:05someone comes to us as a potential
201. 7:07client, we run the rank map, we see
202. 7:08this, we get really happy. Google knows
203. 7:10this business. Google trusts this
204. 7:12business. We just need to establish a
205. 7:14little bit closer of a link between
206. 7:15their business entity and the service
207. 7:17entity of wallpaper installation. But,
208. 7:19the worst one is like a and couple of
209. 7:21nines here and there. It's mostly
210. 7:23yellow, couple of greens. Like, building
211. 7:25a website using the Core 30 methodology,
212. 7:28they're going to rank very highly, very
213. 7:30quickly if they do that, okay? Now,
214. 7:33every Tuesday, I sit down with the
215. 7:34people in my Pro School community and we
216. 7:37do this exact thing, but on their
217. 7:40businesses. They share their screens, I
218. 7:42pull up their Google Business Profile,
219. 7:43their website, and we figure out what's
220. 7:45actually broken and what to fix first.
221. 7:47They come away with a plan. Not
222. 7:49pre-recorded, not generic. It's real
223. 7:51diagnosis on real businesses every
224. 7:53single week. Now, if that's something
225. 7:55you want for your business or your
226. 7:56clients, I'll put a link to join the
227. 7:58School Pro Community in the description.
228. 8:01The people in there are quietly
229. 8:03outranking competitors who have 10 times
230. 8:05the SEO budget. So, coming out with us.
231. 8:08But, for now, back to Charlotte. All
232. 8:10right. So, let's move on from paste and
233. 8:11paper. What I also like to look at is
234. 8:13the number fourth business. This is a
235. 8:16business that is close to the top three,
236. 8:17but they're not quite there. A little
237. 8:19bit and they might get there. So, let's
238. 8:21take a look at some of their images.
239. 8:22Boy, they really just have four images.
240. 8:24Okay, so they need to add more images.
241. 8:26Four is just not enough. Okay, they need
242. 8:28to come in here and add more images.
243. 8:29They should be targeting 20 or 30 at a
244. 8:31minimum. Four is just really not cutting
245. 8:33it, especially for such an image-centric
246. 8:36space, wallpaper installation. All
247. 8:38right. Let's take a look at their
248. 8:39reviews real quick. Exceptional as a
249. 8:41residential, great. All right, pretty
250. 8:43solid reviews, 4.8, not surprising to
251. 8:46see solid reviews, of course. What do
252. 8:47people not like? Super expensive and
253. 8:49Okay, so and that one bad review was 5
254. 8:51years ago. Pretty solid, 4.8 because
255. 8:53there's only 16 reviews total. So, the
256. 8:55number one thing that I see on their GBP
257. 8:57without being able to have access to the
258. 8:59back end of it is that they need to add
259. 9:02more photos. Let's take a look at their
260. 9:03website. What So, wallpaper installation
261. 9:06is what we searched for, so that's what
262. 9:07I want to see in the title tag. I don't
263. 9:09see it. I see Charlotte Blinds and
264. 9:11Wallpaper, Charlotte Mecklenburg County.
265. 9:13So, Charlotte Blinds and Wallpaper is
266. 9:15the name of the business. Okay. So, I
267. 9:17would want to see wallpaper
268. 9:18installation, no problem. Custom window
269. 9:21blinds and plantation shutters. This is
270. 9:22the H1. I also like to see the primary
271. 9:25category or primary service entity along
272. 9:28with the city name in the H1. The H1's
273. 9:31also your first time to actually start
274. 9:32talking to customers and first time to
275. 9:34actually start talking to the LLM. So,
276. 9:36this is very generic. They can They
277. 9:38should probably improve this a little
278. 9:40bit. And then request a free
279. 9:41consultation. Everyone has a free
280. 9:42consultation. That's a very platitude
281. 9:45like offer, not very interesting. You
282. 9:47should really focus on what makes you
283. 9:48different here. Why should someone call
284. 9:50you for their wallpaper installation or
285. 9:53custom window blinds if that's the main
286. 9:54product that they want to highlight
287. 9:55here. Products is a horrible H2. The way
288. 9:58that we want to build an H2 is we want
289. 10:00to use these subheadings to talk about
290. 10:02the primary services and the secondary
291. 10:04categories that this business really
292. 10:06really cares about. So, I want to talk
293. 10:08about plantation shutters, but not just
294. 10:11plantation shutters. I want to say more
295. 10:13than just that. Remember, it's a
296. 10:14headline. Motorization bad, products
297. 10:17bad, plantation shutters fine. This is
298. 10:19just not done particularly well, and
299. 10:21then a random about us, and that's the
300. 10:23end of the page. The copyright is a
301. 10:26whopping 2 years out of date. As I
302. 10:28mentioned, you know, the number one
303. 10:29ranking result Instagram page implies
304. 10:32that this is not a super competitive
305. 10:33space. The number four ranking result is
306. 10:36this small page that's really not doing
307. 10:38very much. It's not set up very well.
308. 10:40You know, adding more content, talking
309. 10:42about the additional services in detail,
310. 10:44adding the secondary headings, that
311. 10:46would really push this into top three.
312. 10:48Uh again, I would be very excited to do
313. 10:50work with this business because uh we
314. 10:53could really crush it for them. I'm
315. 10:54guessing it would be maybe a month and
316. 10:57they could be dominating a lot of
317. 10:59Charlotte for wallpaper installation if
318. 11:01that's something they want to do. They
319. 11:02do have wallpaper here. And okay, so
320. 11:04then they have the Instagram in bed. Not
321. 11:06bad. I'd rather see images itself. And
322. 11:09we have uh what is this? You know, 100
323. 11:12words maybe. Uh and it's a history
324. 11:14lesson. History lessons do not convert
325. 11:16very well. Most of the people who land
326. 11:18on your website do not want to read a
327. 11:20history lesson about you, okay? The only
328. 11:22person that finds a history lesson about
329. 11:24your business interesting is you, okay?
330. 11:27No one other than you cares about the
331. 11:28history of your business. This should be
332. 11:30written talking to the customer, talking
333. 11:33to the LLM, who's then going to talk to
334. 11:35the customer. They don't care about your
335. 11:37history lesson, okay? They care about
336. 11:39the awards. Why call you? What's your
337. 11:40response time? All things like this. So,
338. 11:42overall, this is a terrible website. Uh
339. 11:46I'm surprised to see it ranked number
340. 11:47four. This would be a slam dunk to get
341. 11:50it ranked into the top three fairly
342. 11:51quickly by building up the core 30.
343. 11:53That's one of the core concepts that I
344. 11:55talk a lot about is the core 30. So,
345. 11:57take all of the categories, all of the
346. 11:59services on your GBP, build a page for
347. 12:02each of them on your website, and then
348. 12:03link those pages together so the
349. 12:05structure on your website exactly
350. 12:06matches the structure of your GBP.
351. 12:08That's all they would need to do. They
352. 12:09could use AI to write the content. They
353. 12:11could be done in a couple of days of
354. 12:13work, and they'd be getting 10 times the
355. 12:16calls that they are. Okay, let just for
356. 12:18fun. So, we saw how low the competition
357. 12:21is. Let's take a look at, you know, this
358. 12:23guy and see what's going on here. This
359. 12:25is obviously an interior painter, uh but
360. 12:28wallpaper installer is primary is is
361. 12:30what they have as the category. Hanging
362. 12:32around town. How many
363. 12:34photos do they have? They have two
364. 12:35photos. Very similar issue. They need to
365. 12:37have like 20 photos, not two. And their
366. 12:39reviews are horrible, 3.7 with three
367. 12:41reviews. Let's see what what's going on
368. 12:43here. Uh so, this one liked it, great.
369. 12:45And this one, well, that's not great.
370. 12:48Okay, but here, oh, a long response from
371. 12:50the owner. Sometimes this happens.
372. 12:52Another review here. Okay. So, only one
373. 12:54bad review. So, this isn't bad. It was
374. 12:56also 6 years ago. Looks like the owner
375. 12:58and Rita disagree. Very common. Two
376. 13:00sides to every story, right? What the
377. 13:02owner of this business needs to do then
378. 13:04is obvious. They need to get more
379. 13:06reviews, okay? Three reviews just really
380. 13:08isn't cutting it. They need to get more.
381. 13:10So, uh they actually just don't have a
382. 13:12website at all. So, uh it kind of feels,
383. 13:15wait, there's no Okay, so they do have a
384. 13:17website, but it's not linked to. And it
385. 13:20auto pops up a uh consultation phone
386. 13:22call booking. Okay, so that's horrible,
387. 13:24right? I'm also not in Pacific, so I
388. 13:27don't know why it says that. But, don't
389. 13:28auto pop up a booking. That's absolutely
390. 13:30horrible, terrible design. If I were
391. 13:33actually looking and had clicked through
392. 13:34to this website, I would have bounced
393. 13:36immediately. That's horrible. Okay, and
394. 13:38their title tag is just a brand name.
395. 13:40They haven't even customized their
396. 13:41favicon. It's a WordPress icon. I don't
397. 13:43even understand what this is. I see. So,
398. 13:47what seems to have happened is they
399. 13:50don't have a website linked, so Google
400. 13:52said, "Hey, maybe this is their
401. 13:54website." And it's not, okay? This is
402. 13:57just the And you can see LV there. So,
403. 13:59obviously a lot to leave desired here on
404. 14:01Hanging Around Town. Uh again, wallpaper
405. 14:04installation here in Charlotte. This
406. 14:06looks very low competition. Looks like
407. 14:08it'd be very easy to dominate a lot of
408. 14:11the Charlotte area for wallpaper
409. 14:12installation. Follow the core 30, build
410. 14:15topical relevance, build geographical
411. 14:16relevance, and you're going to get it.
412. 14:18Join the local Chamber of Commerce,
413. 14:19sponsor a couple of sports local youth
414. 14:21sports teams if you need it. This does
415. 14:23not seem like a challenging uh space to
416. 14:25win in. Charlotte is not the only city
417. 14:28with moving trucks on every block.
418. 14:30Austin, Texas is growing almost as fast,
419. 14:33and I ran the same playbook there on
420. 14:34guitar lessons. And what the instructors
421. 14:37are doing is pretty wild. Uh half of
422. 14:40them or more are leaving easy money on
423. 14:42the table, just like we saw here with
424. 14:44wallpaper installation in Charlotte.
425. 14:46Click the video on the screen to watch
426. 14:47that next.