How To Rank Fast In Your City — Transcript

Full transcript

1. 0:00It's 115° in Phoenix, Arizona. Monsoon
2. 0:03season just hit and pipes are bursting
3. 0:05all over Maricopa County. Right now, a
4. 0:07homeowner is staring at water coming
5. 0:10through their ceiling typing plumber
6. 0:12Phoenix into Google. Whoever ranks first
7. 0:15is about to make $1,200 in the next hour
8. 0:17and a half. And the company that should
9. 0:19be there, the one doing better work than
10. 0:21anyone else in the city, might be
11. 0:23sitting at position 11. So, today, I'm
12. 0:26going to search for plumber Phoenix live
13. 0:28and we're going to look at exactly why
14. 0:31the businesses are ranking where they
15. 0:33are. All right, here [snorts] we are on
16. 0:34Google and we're going to do plumber
17. 0:36Phoenix. Now, plumber obviously is a
18. 0:39competitive space and Phoenix is a
19. 0:41competitive environment. So, I would
20. 0:42expect to see the top three plumbers in
21. 0:46Phoenix are doing the important things
22. 0:48correctly. But, let's take a look. Now,
23. 0:50obviously, the first thing I'm going to
24. 0:51do is hide the sponsored result. I don't
25. 0:53care that they can buy their way to the
26. 0:55top. Um
27. 0:56so, here we have uh here's the top three
28. 0:59uh this one is sponsored. This is why we
29. 1:01say the fourth business is invisible. We
30. 1:04can't see them at all. So, let's hit
31. 1:05more businesses. No one ever does this
32. 1:07except for me, but let's take a look.
33. 1:09I'm going to ignore ignore ignore. And
34. 1:11Wyman Plumbing and Mechanical and
35. 1:14Mechanical LLC is our number one ranked
36. 1:17plumber. Let's take a look at the review
37. 1:18count. 1,500 perfect five, 1,100 4.9,
38. 1:211,000 perfect five. And if we just go a
39. 1:24little bit lower, ooh, look at this.
40. 1:2634,000
41. 1:27reviews. That's insane. 4.7 rating. But,
42. 1:31Wyman uh Plumbing and Mechanical perfect
43. 1:33five stars, 1,500 reviews. One
44. 1:35interesting thing is we typically find
45. 1:37that our clients convert better if their
46. 1:39reviews aren't a perfect five-star
47. 1:42rating. So, I know that sounds weird.
48. 1:44For Wyman, I would actually want them to
49. 1:46get a couple of bad reviews to get this
50. 1:48average below five stars. They usually
51. 1:50see better conversions. But, they have
52. 1:52more reviews than the other two players
53. 1:54in the top three. So, let's take a look.
54. 1:56I'll open up their website, and one
55. 1:58thing to keep in mind, this is their
56. 2:00first image that we see. We don't have
57. 2:02any images highlighted here at all, and
58. 2:04the call button has been moved to here.
59. 2:07So, someone has to click on the GBP
60. 2:08before they see the call button. Uh we
61. 2:10have some services listed, and if I hit
62. 2:13reviews, obviously they have nothing but
63. 2:15five-star reviews. That's impressive. It
64. 2:18is impressive. I like that they're
65. 2:19responding to the reviews. That's good
66. 2:21good to see. That's very helpful. Eric
67. 2:24is a badass. Not something that people
68. 2:26often say about plumbers. Good for them.
69. 2:28That's awesome. Good, good. All right,
70. 2:29let's take a look at what they have for
71. 2:31their photos. How many photos do they
72. 2:33have? They have quite a few photos. Good
73. 2:35to see. As I was mentioning, right? I
74. 2:37would expect to see the number one
75. 2:39ranked business for Plumber Phoenix
76. 2:41doing the important things correct.
77. 2:43Having a bunch of photos, having good
78. 2:44reviews, those are important things, and
79. 2:46and they're they're nailing it. Let's
80. 2:48take a look. So, their GBP looks looks
81. 2:51pretty good. I don't see any posts. I
82. 2:52would have expected to see some posts. I
83. 2:54do like to see all of their services.
84. 2:56This is a long list of services. I
85. 2:58wonder if they have any I'm just going
86. 3:00to copy this list. I'm just going to see
87. 3:02if we have any um repeated or keyword
88. 3:05stuffed services. Let's take a look. We
89. 3:07don't want to repeat services on a GBP.
90. 3:09We don't want to keyword stuff.
91. 3:10Remember, Google doesn't work on
92. 3:12keywords. AI systems don't work on
93. 3:14keywords. They work based on service
94. 3:16entities. So, Google understands that a
95. 3:20personal injury lawyer and a personal
96. 3:21injury attorney are the exact same
97. 3:23thing. We don't need to put both of
98. 3:24those on the GBP. Just a quick check to
99. 3:26see how their service list looks on
100. 3:29their GBP. It was longer than I would
101. 3:31expect, but rather than run the analysis
102. 3:33myself, I'll ask Claude to do it. Yeah,
103. 3:35this list has real problems. 172. That's
104. 3:37very, very long. It's taking several
105. 3:40keyword tips without de-duping them. So,
106. 3:42there are exact duplicates and near
107. 3:45duplicates. So, they should take some
108. 3:47time and clean up their service list
109. 3:50here, but obviously, they're still
110. 3:52ranked number one. Let's take a look at
111. 3:53their website and see if we can figure
112. 3:55out what they're doing correct. All
113. 3:56right, I like this uh here. Now, title
114. 3:59tag, that's one of the first things that
115. 4:00we usually look at. I'm looking to see
116. 4:02plumber Phoenix. We always want to see
117. 4:04the primary category and the city name
118. 4:06in the title tag, and bam, they have it.
119. 4:08Plumbing company in Phoenix, Arizona,
120. 4:10plumber Phoenix. Great. And then, H1, we
121. 4:13also want to see their primary category
122. 4:15and city name, but on top of that, we
123. 4:17want to start talking to Google. We want
124. 4:19to start talking to AI systems, and we
125. 4:21want to start talking to the users. So,
126. 4:22they have plumber in Phoenix,
127. 4:23comprehensive plumbing services from a
128. 4:25trusted local company. That, honestly,
129. 4:27is pretty good. I don't have a lot of
130. 4:29complaints there. Doing the job, talking
131. 4:31to the AIs and the users. Now, this
132. 4:35header video,
133. 4:37we've tested this multiple times. A
134. 4:39straight-up hero image will generally
135. 4:41outperform videos like this. Personally,
136. 4:43I would do one showing their vans, sho-
137. 4:45showing their uh workers. Just, you
138. 4:48know, that would be, based on the split
139. 4:50testing we've done, that simple header
140. 4:52image showing their van, showing their
141. 4:55use people, showing their employees
142. 4:57would perform better than this video.
143. 4:59But, uh that's for conversion, not for
144. 5:00ranking, obviously. So, their phone
145. 5:02number here is an 803 number. That is a
146. 5:05toll-free. Let me take a look. Is that
147. 5:07the same phone number? No, they show a
148. 5:08623 on their actual website. So, what
149. 5:11they might be doing is displaying this
150. 5:13number to me because I'm on desktop,
151. 5:16maybe because I'm not in Phoenix, and
152. 5:18they might be showing Google bot the
153. 5:19correct phone number that matches their
154. 5:21GBP. A highly-ranked business for
155. 5:23plumber Phoenix is almost certainly has
156. 5:26their name, address, and phone number
157. 5:27consistent. I'm not surprised to see an
158. 5:29800 number here because I'm not in
159. 5:32Phoenix. That might be what's going on.
160. 5:33Okay, let's scroll down. Hm, this is
161. 5:35weird that this big chunk stays there.
162. 5:37Talking about some services, general
163. 5:39plumbing company, they're repeating it,
164. 5:41centrally located. So, this isn't
165. 5:43terrible. It's better than what I often
166. 5:45see, which is a history lesson about the
167. 5:47business appears right above the fold. I
168. 5:49can promise you that no one is typing
169. 5:52plumber Phoenix into Google because they
170. 5:54want to read history lessons about the
171. 5:56local plumbing companies, okay? So, when
172. 5:58somebody lands on your site or an AI
173. 6:00lands on your site, give it what they
174. 6:02want. Give it what they're they're for.
175. 6:04Tell it what you do, why you do it, why
176. 6:05they should call you and not your
177. 6:07competitors. This isn't bad, but it's
178. 6:09not great. This is this is very wrote
179. 6:12type content. A lot of this is stuff
180. 6:14that almost any plumber in Phoenix could
181. 6:16say. I would want to highlight things
182. 6:18that make Wyman different, okay? As a
183. 6:20versatile plumbing company, we use
184. 6:21advanced diagnostic technologies to
185. 6:23simplify, right? Blah, blah, blah. It's
186. 6:25all It's just not very very interesting,
187. 6:28right? We back every service is skilled
188. 6:30inspections and maintenance. Maybe,
189. 6:33maybe. I love the em dash. Like, I'm not
190. 6:35saying AI wrote this. Maybe it didn't.
191. 6:38Just, you know, there's nothing wrong
192. 6:40with AI writing content as long as it's
193. 6:42written in such a way that it doesn't
194. 6:43feel like AI wrote the content. See,
195. 6:46this is a pretty good image. It shows
196. 6:47that they're a real company. They have
197. 6:49branded vans. They have somewhat of a
198. 6:51sense of humor based on the graphics
199. 6:53that they've used. So, stuff like this,
200. 6:55right? They rely on time. I would like
201. 6:56to see stats. How many times do they
202. 6:58rely on time? Like, five perfect five
203. 7:00stars. So, I would highlight that
204. 7:01they've never had a bad review. I
205. 7:03haven't seen any social proof yet. I'm
206. 7:05halfway down the page. Here's the first
207. 7:06social proof. So, this should be much
208. 7:08much higher on the page. You're trying
209. 7:10to convert someone. Show them straight
210. 7:11away that this is the right company for
211. 7:13them to hire. So, I would put that
212. 7:15social proof much higher up. And look at
213. 7:17this. Our plumbing company gets
214. 7:18recognized. Phoenix plumbers are paid
215. 7:20hourly not on a commission. We provided
216. 7:22two hour window. This needs to be also
217. 7:24much higher on the page. This is doing
218. 7:26real work in convincing a user that this
219. 7:28is the right company to call. That's
220. 7:30great. And then yet more social proof.
221. 7:32So, they're doing all of the right
222. 7:34things. They're just putting it in the
223. 7:35wrong places, okay? And then we have
224. 7:38What is this a map of? Oh, recently
225. 7:39completed mechanical services. This is
226. 7:41great. Love this. Awesome, awesome. More
227. 7:44embeds, more embeds. Okay, good. So,
228. 7:46this overall structured very well for
229. 7:49the homepage. I'm going to get rid of
230. 7:50this. I'm interested in how big of a
231. 7:53website they have. 163 results, not
232. 7:56surprising. Again, plumber Phoenix very,
233. 7:58very competitive, so I'd expect to see a
234. 8:00large website. So, they're doing most of
235. 8:01the things correctly, which is, again, I
236. 8:03would expect to see for such a
237. 8:05competitive space. Now, let me take a
238. 8:07look at somebody who's not ranking well.
239. 8:10And normally, I would choose the
240. 8:11fourth-placed business because that's
241. 8:14the first loser. But, here I'm just very
242. 8:16interested in this 34,000
243. 8:19reviews. HVAC contractor. So, never
244. 8:21mind. I'm going to come back and check
245. 8:23out a plumber. So, let's take a look at
246. 8:24Robin's Plumbing here. 1,300 reviews,
247. 8:274.9, very competitive with
248. 8:30these two players. And will be very
249. 8:32competitive with all three of the top
250. 8:34three. They're just sitting in the
251. 8:35fourth position. And let's see how are
252. 8:37their photos. Yep, as with Wyman, they
253. 8:40have a bunch of photos. Uploading photos
254. 8:41is pretty easy. Most businesses that are
255. 8:44ranked well in competitive spaces do
256. 8:46that. Let's take a look at their list of
257. 8:48services.
258. 8:49Much shorter than Wyman's. That's good
259. 8:51to see. All right, now we'll take a look
260. 8:53at some reviews. A couple, like one
261. 8:55one-star review, maybe. Let's see. What
262. 8:57What were they mad about? 8 months ago.
263. 8:59Send Send someone who knows if I don't
264. 9:00care if it's a man, woman, or robot.
265. 9:02Simple work on a very large and would
266. 9:03have loved to be able to do nothing and
267. 9:04charge 164. 7-year seat, don't charge me
268. 9:07for the stamp. So, didn't really say
269. 9:09what happened here, but it seems like
270. 9:11they probably came out for a paid
271. 9:12evaluation. Very common that companies
272. 9:15charge to go out and visit customers and
273. 9:18and evaluate things. So, they charged it
274. 9:20and didn't do anything. So, maybe Doc Pa
275. 9:23didn't hire them, something like that.
276. 9:25So, I don't really fault the business
277. 9:27for this. That's pretty common. Assuming
278. 9:28that they made it clear that they get
279. 9:30charged for going out there. Called the
280. 9:32service for a backup. Plumber was
281. 9:33efficient. I would have given them five
282. 9:35stars. Okay, great. Negative experience
283. 9:37with customer service. We had a current
284. 9:39plumbing issue, called back and they
285. 9:40were turned great. When I called with a
286. 9:42question about pricing, I was treated
287. 9:44rudely. I thought they might find it
288. 9:45fair to wave since it was a development
289. 9:47same problem. He got heated, tried to
290. 9:49say I was blaming the company for my
291. 9:50plumbing issue and I was just concerned
292. 9:51with the pricing. Ultimately, I paid the
293. 9:53emergency fee cuz that was what I agreed
294. 9:55to, but I will not be using again by by
295. 9:57the based on the way I was treated on
296. 9:59the phone. And then the owner's reply
297. 10:01here, oh so they had not given one star.
298. 10:06The owner replied here. Anyway, so this
299. 10:08just seems like this user got upset. The
300. 10:10plumbing company's trying to do what
301. 10:12they can. We got the review guy. How
302. 10:14this company, it's got to be employee
303. 10:16reviews. Make sure you're monitoring the
304. 10:17damage things. Hmm, that's interesting.
305. 10:19Yeah, a lot of employees, thousand
306. 10:21reviews. So, I mean, a lot of these were
307. 10:23pretty long ago, like over a year ago.
308. 10:26So, I'm not too upset about these
309. 10:27reviews. Let's take a look at what their
310. 10:30website has. So, mainly for the website,
311. 10:33we want to see if they're talking to
312. 10:35Google and the AI systems, a little bit
313. 10:37of users, but we want to get them in the
314. 10:39top three, which means talking to Google
315. 10:41and the AI system. So, again, we're
316. 10:42looking for plumber Phoenix. We have
317. 10:44plumbing services, close, but not not
318. 10:47not exactly right. H1 tag, we have a
319. 10:51higher level of service. This is not a
320. 10:53very good H1 tag. I would guess they
321. 10:55would see a bump in rank position just
322. 10:57by fixing their H1 tag by talking about
323. 11:00the fact that they offer plumbing
324. 11:01services in Phoenix in their H1 tag.
325. 11:04They're not doing it. That is a mistake.
326. 11:06Very, very easy to fix. And a higher
327. 11:08level of services just kind of
328. 11:10meaningless. Our 12 values. Why is the
329. 11:13first thing they have about joining the
330. 11:15team? Does this website exist because
331. 11:17you're trying to rank for people who are
332. 11:18looking for a plumbing job or because
333. 11:20you're trying to get people to call you
334. 11:21to do plumbing work? Okay, why is this
335. 11:24so high? No, this needs to be like
336. 11:27subcategory, couple layers deep so or a
337. 11:29link on the navbar or or something, not
338. 11:32the first thing you see above the fold,
339. 11:34and I don't care about their 12 values,
340. 11:36not even a little bit. I want my faucet
341. 11:38fixed. Okay, then we're going straight
342. 11:40into water heater installation and
343. 11:41repair. I do like the top rated. I don't
344. 11:44know why it says 414.
345. 11:46This feels like it needs to be updated
346. 11:47cuz they have way more than 360 reviews
347. 11:50on Google. So, I mean, it's nice that
348. 11:52they have this, but it's clearly wrong.
349. 11:53And this is a little bit too early, I
350. 11:55think, for water heater installation.
351. 11:56Remember, the first thing we're trying
352. 11:58to do above the fold is to build the
353. 12:00reason why the visitor or the LLM should
354. 12:03choose this company, okay? I do like
355. 12:06water heater repair and installation
356. 12:07services on the homepage. That's a
357. 12:08service that almost every plumber wants
358. 12:10more of, so that's good. Then we've gone
359. 12:12for another service. We've gone for
360. 12:14another service. This is probably a
361. 12:16secondary category. So, that's good. Uh
362. 12:18this is not another service, another
363. 12:20service, sewer line repair, another
364. 12:22service, another service, and then
365. 12:25customer loyalty, great.
366. 12:27Toilet repairs, that's a strange one to
367. 12:28put on the homepage. Most of the
368. 12:29plumbers I've spoken to don't actually
369. 12:31want more toilet repair jobs because
370. 12:33they don't pay very well, and you have
371. 12:35to drive all the way out and everything.
372. 12:37Uh women-owned business, great.
373. 12:39Specialized in your needs.
374. 12:41Three locations. So, this is following
375. 12:44some of what we talk about for core 30
376. 12:46website. And when I say core 30, what I
377. 12:48mean by that is when we build local
378. 12:51business websites, we want every
379. 12:52category and every service that's on the
380. 12:54GBP to also be on the website and
381. 12:57organized in the same way that they're
382. 12:59organized on the GBP. So, we want to
383. 13:00talk about the secondary categories and
384. 13:02the core services, the ones they really,
385. 13:04really care about on the GBP homepage.
386. 13:06And they've done this somewhat, but
387. 13:08they're missing the part on top where
388. 13:10they actually try to convince you to
389. 13:11hire them. I would want to see more
390. 13:12review embeds. There's no GBP
391. 13:15embed here. We talked about the title
392. 13:17tag issue. I like the BBB. I want to put
393. 13:19that up there. Reader's Choice Best of
394. 13:21the Valley, I want to put that higher
395. 13:23cuz the first thing we should be doing
396. 13:25here is trying to convince the customer
397. 13:26to convert. The second thing is talking
398. 13:28to Google to try to get ranked. Navbar,
399. 13:31this is an insane number of links for
400. 13:34the navbar, okay? I feel this is way way
401. 13:38too many navbar links. What happens,
402. 13:40Google assigns authority based on how
403. 13:43many links you have on a page. So, quick
404. 13:45example, the math doesn't work like
405. 13:47this, but quick example, say you have a
406. 13:49page that has 100 points of SEO
407. 13:52authority, and you have 10 links going
408. 13:54from that page. Every one of those links
409. 13:56is going to get 10 points of authority,
410. 13:58okay? 100 / 10. Now, say you have that
411. 14:01same 100 points of authority, and now
412. 14:03you have the same 10 links, but nine of
413. 14:06them are marked nofollow, and one of
414. 14:08them is marked dofollow. Nofollow tells
415. 14:10Google not to pass any authority. So,
416. 14:13those nine links get nothing, the 10th
417. 14:15link still gets 10. It's still divided
418. 14:17by the total number of links on the
419. 14:18page. Now, navbar links, footer links,
420. 14:22those are treated very very similar to
421. 14:23nofollow. They pass essentially no
422. 14:25authority. So, generally for a local
423. 14:27business website, I'm trying to minimize
424. 14:29how many links I have on the navbar.
425. 14:31They have so many links on the navbar,
426. 14:35way too many. So, this needs to be
427. 14:37really fine-tuned, reduce that number of
428. 14:39links on the navbar, so that we can pass
429. 14:41more authority to where we're trying to
430. 14:43pass it to. And if I look at here, okay,
431. 14:46so learn more, will know that takes us
432. 14:48to contact us.
433. 14:50Schedule a consultation. So, this is
434. 14:52another issue. So, they're talking about
435. 14:54sewer line repair and replacement
436. 14:55services, and then linking to the
437. 14:56contact us. Emergency plumbing link to
438. 14:58contact. Trenchless sewer repair link to
439. 15:01So, this is linked to trenchless sewer
440. 15:02repair. So, this is what we want to see.
441. 15:05We have a core service that we talk
442. 15:06about, and then we link to a page that
443. 15:08goes deeper into that service. That type
444. 15:10of structure is what Google loves. That
445. 15:13type of entity-based structure that
446. 15:15mirrors the GBP categories and services.
447. 15:19So, they did this one correctly. What
448. 15:20else do we have? Drain cleaning, This
449. 15:22links to drain cleaning. It says
450. 15:24schedule an appointment on the button,
451. 15:26but it links to drain cleaning. Another
452. 15:27mistake. Google is going to treat
453. 15:29schedule an appointment as the anchor
454. 15:31text to a drain cleaning page. They
455. 15:33shouldn't do that. The anchor text
456. 15:34should be consistent with where it's
457. 15:35linking to. Okay, and this goes to
458. 15:38filtration systems. This goes to uh
459. 15:40water heater replace replacement, but
460. 15:42again it says schedule your services.
461. 15:43Couple of small things there on the
462. 15:45homepage to adjust to improve things.
463. 15:48Let's take a look at how big the page is
464. 15:50the site is overall. They have 800.
465. 15:52Okay, so that's much larger than Wyman.
466. 15:54So, they're investing into content, but
467. 15:58like I said, they made some pretty basic
468. 15:59mistakes on their uh homepage in terms
469. 16:02of their H1, some of their anchor text,
470. 16:04how the linking is structured. 800 pages
471. 16:06is a lot. I wonder what type of pages it
472. 16:09is. Let's just see. Loyalty program,
473. 16:11master plumber. All right, interestingly
474. 16:13they have some financing information,
475. 16:15but they never talked about that on the
476. 16:16homepage. That really sets them apart. A
477. 16:17lot of small plumbers can't offer
478. 16:19financing. What I'm really interested in
479. 16:21is do they have just a bunch of
480. 16:23meaningless blog posts? And it doesn't
481. 16:26look like it. So, it is a little bit
482. 16:28more complicated that they have that
483. 16:30much content and they're still ranked in
484. 16:32the uh fourth position here. So, the
485. 16:35path forward that we would take for them
486. 16:37is we would run a more thorough audit of
487. 16:39those 800 pages. We'd use a an SEO tool
488. 16:42like Screaming Frog, pull the internal
489. 16:44all file. That would tell us the H1 and
490. 16:46content length of every page on the
491. 16:49website. We'd analyze that and decide
492. 16:51what content is working and what content
493. 16:53isn't working. Then we try to build out
494. 16:56a structure that follows the core 30
495. 16:58methodology where we have primary
496. 17:00category linked to secondary categories
497. 17:01linked to services, and we'd make sure
498. 17:04that they have sourced appropriate links
499. 17:07uh external measures of authority from
500. 17:09things like the local chambers of
501. 17:11commerce, youth sports leagues, things
502. 17:13like that. And what's interesting about
503. 17:15this kind of audit work is every Tuesday
504. 17:17I sit down with the people in my AI SEO
505. 17:20Mastery Pro School community and we do
506. 17:21this exact same thing but on their sites
507. 17:24and in more detail. They share their
508. 17:26screens, we pull up the Google Business
509. 17:27Profile, the website citations, the
510. 17:29whole thing and we figure out what's
511. 17:31actually wrong and what to fix. It's not
512. 17:33pre-recorded, it's not generic, it's a
513. 17:35real diagnosis on real businesses every
514. 17:38single week. Now, if that sounds like
515. 17:40something that you'd want, something
516. 17:41you'd be interested to, I'll put a link
517. 17:43to join in the description. Uh the
518. 17:45people that are in there, they're
519. 17:47quietly outranking competitors that are
520. 17:49spending 10 times more than they are on
521. 17:51SEO. I'd love it if you came and hang
522. 17:53out with us. But for now, let's get back
523. 17:56to Plumber Phoenix and let's take a look
524. 17:59at someone who's ranked much, much
525. 18:01lower. So, I'll scroll all the way down
526. 18:03to the bottom and this is interesting.
527. 18:05So, I I might choose them cuz what I
528. 18:06like to see, what I'm looking for is a
529. 18:09business that's done the hard thing but
530. 18:11missed the easier thing. Meaning they
531. 18:13have reviews but they're not ranking.
532. 18:15So, Elite Rooter Plumbers, they're
533. 18:17ranked like, I don't know, 19th or
534. 18:19something here but they have 1,400
535. 18:21reviews with a 4.8 star rating. 1,400
536. 18:24with a 4.8 puts them pretty, you know,
537. 18:27right in line, uh a little bit lower
538. 18:29than Wyman but ahead of number two and
539. 18:31number three. So, they have the review
540. 18:33but they're all the way down here even
541. 18:35so. Let's take a look and see why. So,
542. 18:38I'll take a look at their photos. So,
543. 18:40they do have a bunch of photos, okay.
544. 18:42So, that's pretty easy, glad to see they
545. 18:43did that. Take a look at some of their
546. 18:45reviews well, real quick here. Some of
547. 18:47the reviews, hit lowest, 4 months ago.
548. 18:50So, they change it to one star, that's
549. 18:52strange. Do not use if you have a job
550. 18:54connected to an insurance claim. Done
551. 18:56two business. So, just some upset
552. 18:58customers that we often see and I
553. 19:00wonder, have they replied to all of the
554. 19:02reviews? Let's take a look.
555. 19:04Uh replied, replied, replied. So, they
556. 19:06have replied to all of the reviews.
557. 19:08Okay, so a lot of the very basic
558. 19:10blocking and tackling for Google for the
559. 19:13GBP for the Google Business Profile has
560. 19:15been done. Let's take a look at what
561. 19:16their website looks like. H1 as before
562. 19:19the H1 is Phoenix Plumbers. That's what
563. 19:21we should see and that's what we do see
564. 19:23here. And H1
565. 19:25Plumbers in Phoenix, Arizona missing an
566. 19:27opportunity to talk to the users to talk
567. 19:30to the LLMs here in the H1, but they are
568. 19:33talking to Google. We see a very similar
569. 19:35issue that we saw with Robins and that
570. 19:37the navbar is too big in my opinion, but
571. 19:40that's not likely causing huge issues.
572. 19:43623-377-9105
573. 19:466 So the phone number does not agree.
574. 19:49They might be changing the phone number,
575. 19:50so I'm seeing a different one, but we
576. 19:52definitely want the phone number to
577. 19:53agree. That's name, address, phone
578. 19:55number consistency. I don't I don't know
579. 19:56why they decided they needed to almost
580. 19:58repeat the same thing. That doesn't work
581. 20:00very well anymore. This isn't terrible,
582. 20:02but I it's better than a history lesson,
583. 20:04but it's not great.
584. 20:06Check out our top plumbing services.
585. 20:08Strange. Why choose? We understand
586. 20:13I mean again, this is very like wrote.
587. 20:15Like it should be like what actually
588. 20:17makes them different, okay? Common
589. 20:19issues, tips, why choose? So I like to
590. 20:22see this embed, but as I said, this
591. 20:24should be higher up on the page. They
592. 20:26have the GBP embed, that's great. These
593. 20:28pages don't really work very well
594. 20:29anymore. These are called city gating
595. 20:32pages where they just have What is this?
596. 20:34Plumber in Mesa, Arizona. So it's a
597. 20:36nearby city and it's the same thing as
598. 20:38their homepage. Just find replace the
599. 20:41city made of Mesa. So that doesn't work
600. 20:43anymore and in fact in August of 25,
601. 20:45Google rolled out an update considering
602. 20:47these this type of city gating pages to
603. 20:49be spam. So this definitely needs to be
604. 20:51fixed, adjusted. My guess if they looked
605. 20:54in the search console, they would see a
606. 20:56lot of these pages de-indexed. Google
607. 20:58started de-indexing this type of spamy
608. 21:00page in April just last month. So I
609. 21:04would guess that they see a lot of this
610. 21:05spam. So this should be fixed. So, and
611. 21:08then they have a blog. So, not bad on
612. 21:10the homepage, but they're missing a lot
613. 21:12of information. They're missing why
614. 21:13should people call them? I'd love to see
615. 21:15more review embeds. They have a ton of
616. 21:17reviews. I'd love to see more
617. 21:18information about the secondary
618. 21:19categories and core services that they
619. 21:21offer and why they care about them. It
620. 21:24looks like they are maybe a franchise.
621. 21:28Let me just see what we have if I just
622. 21:30do the search for the Phoenix area. And
623. 21:33we have three results. Okay. So, that's
624. 21:36pretty small. What do we have here? 391
625. 21:39results. So, I'm just wondering, and
626. 21:42this is their homepage, and their
627. 21:44homepage is Elite Rooter 24-Hour
628. 21:47Plumbing and Drain Repair. I'm trying to
629. 21:48figure out where they're located. Oh,
630. 21:50all over the place. Yeah, okay. So, they
631. 21:53have Okay, so this is definitely a
632. 21:55franchise. So, this is a super easy fix,
633. 21:57okay? If you're Elite Plumbing or you
634. 21:59have a franchise location like this,
635. 22:01it's a super easy fix. And this is why
636. 22:04they're not ranking any higher, okay?
637. 22:06All they need to do to rank higher is to
638. 22:08build a core 30 for Phoenix, right? As
639. 22:12we saw when I did the search for how
640. 22:14much content is indexed for the Phoenix
641. 22:17location, it's three pages, okay? Three
642. 22:21pages. They need to build out a page for
643. 22:23every category and every service that
644. 22:24they have on their Phoenix GBP and link
645. 22:27them together in the same way that the
646. 22:29GBP is organized. That will result in
647. 22:32their Phoenix location ranking higher.
648. 22:35In fact, multi-location businesses like
649. 22:37this have a massive advantage because
650. 22:39they build so much topical relevance and
651. 22:42authority by building out multiple
652. 22:44copies of the core 30, one copy for each
653. 22:47location. That is how they fix this.
654. 22:49It's very easy to do. I I hope they take
655. 22:52this advice and run with it. They're
656. 22:54going to be able to dominate Phoenix
657. 22:56based on the number of locations they
658. 22:58have if they build out the core 30 for
659. 23:01every single one of their locations.
660. 23:02Super simple, easy fix. Make sure
661. 23:05they're Chamber of Commerce, sponsoring
662. 23:07local youth sports leagues, same type of
663. 23:09stuff that I talked about also for
664. 23:11Robin, but it's really the fact that
665. 23:12they're missing so many Phoenix based
666. 23:14pages why they're not ranking better in
667. 23:16Phoenix. So there we have it. That is
668. 23:18three plumbers in Phoenix. One of them
669. 23:20sitting at number one because Google
670. 23:22trusts their brand, not just because
671. 23:25they're doing the best work. One stuck
672. 23:27is at number four with very specific
673. 23:30things that they can fix and get above
674. 23:32position four. And one of them buried
675. 23:34all the way down at position 19, who's
676. 23:36actually has such an opportunity to rank
677. 23:39much higher if they just come in and put
678. 23:42the basic blocking and tackling work
679. 23:44done. Next, watch me break down ski
680. 23:47rental in Denver. Completely different
681. 23:50business, completely different season,
682. 23:52but the same exact framework that moves
683. 23:54them into the top three. See you next
684. 23:57time.