Roofing Podcast: Hook Better Leads

Tim and chats with guest Tom Davis of Signpost about three great ways to used email marketing to your advantage even after the hard work of making a sale is behind you.

In this episode, Tim talks with Logan Shinholser about one of the greatest struggles that contractors face in marketing today... separating themselves from the crowd!

In this episode Tim connects with Devon Tilly and Scott Hicken of Art of Construction to get real about what it what marketing agencies are doing (and what they should be doing) for their construction company clients. Devon and Scott give some valuable insight to both the marketing agencies and contractors out there.

In this episode we cover a few things that many who are just getting into the business of selling roofs might find valuable. Also, we touch on dealing with rejection and having fun doing your job.

In this episode of the Hook Better Leads podcast, Tim goes head-to-head with Monroe McKay discussing which of these two customer relationship management softwares "take the cake".

Tim talks with Dale Dupree of The Sales Rebellion about some of the struggles associated with sales and how, with the right habits and community, a life in sales can be great!

In this episode, Tim connects with Ponara Eng from Cambria to talk about the chaos of the current state of the economy and some of the things that business owners could do to take a step in the right direction.

Check out Contractor Coach Pro: https://www.contractorcoachpro.com/ What did you learn about roofing business from growing Acculynx? How do you attract the best Roofing salespeople? Best practices for interviews? How do you scale - training your people appropriately? Nature vs. Nurture Strategy BEFORE taking massive action Connecting = Super Skill

When should contractors do their facebook + Google ads themselves How did you get into this business model? What are the top 3 Facebook ads contractors should make themselves? What should contractors be paying attention to most when they’re improving their ads? How can contractors take your courses?

An age-old strategy to get more people on your website is to ask 10-20 people who are experts in your field a question a lot of your audience & prospects care a ton about… Some call it ego bait – because these people tend to promote the roundup or guide after it’s done. This seriously works – especially if you include people who have audiences of their own – and have the attention of your ideal customers. But I suggest LEAD GENERATION CHAMPIONS do this for more than just the increase in people promoting your article… and getting a TON of website traffic. It also can be a great way to make connections and solidify relationships with STRATEGIC PARTNER type people. Folks in your industry that could connect you with a lot of business. Find a question your audience cares about a lot. Identify 10-20 small-mid-large audience influencer type people that have the expertise that’s respected by the audience you’re trying to reach.Reach out with a “hey do you want to be part of an expert roundup”? Email / tweet/ personal conversation.Roundup the best answers, and make sure the post has great images and makes them look GOOD. Promote the post aggressively on social media, tag the influencers and potential strategic partners, and have them promote it too. Little used step 6 – create referral relationships with these folks, and try to send them business as well!An underutilized business strategy that goes beyond website traffic – content can help you build $-making relationships, and help others build their business too.

Have you gone in to change to something and it broke?

Jake Dempsey joins Tim Brown of Hook Agency in a conversation about how using the right systems and processes can bring exponential growth to your business.

1. Links, Content or Technical?2. Meta Titles or De-index thin and duplicate content?3. Do audits add value?4. Should we trust Google?

Host, Tim Brown, and his guest, Greg Toler, look at the advantages of hiring a marketing manager and how they compare to the advantages of using the services of a marketing agency.

Do you help us get more links back to our site? How?How are you identifying keyword phrases to target?Are we looking at what competitors are ranking for as part of our keyword strategy?What is your take on content, what is the role of content in SEO? Who writes it, what’s the rhythm?What percentage of your work is ‘technical SEO’ and audits?For ‘on page SEO’ are we expected to do some of that work, or do you handle it?What are the Key Performance Indicators that will help us decide if we’re pacing successfully 6 months and one year in?

1. How and why to you hire for aptitude and attitude, not just for had skills2. The "Padded Plow"3. How do we create an environment that’s naturally motivating4. Why we emphasize asking for a result not giving the process5. Why we encourage new teammates to add their own processes and tweak processes6. Why it's so important to celebrate wins often7. Do Millennials + Gen Z need more encouragement?8. How people react differently when you treat them like adults

Google Local ServicesHardcore SEO (better content, high authority links, - constant improving your website)Expanded Broad Match Google AdsBoots on the ground local marketing (Truck wraps, signs, events, social, video)Referral systems + Partnerships

Scam calls “Google my business needs to be fixed”HomeAdvisorYelp, Houzz, Angies List high pressure upsells Fake SEO or super cheap companies Guaranteed Leads Companies

(w/ Dmitry Lipinskiy of Roofing Insights) We chat about Guaranteed Leads stories and why it's better to build your brand.

When I was just starting out - I walked around Uptown Minneapolis with flyers I designed, I traded services for a spot in a local magazine, I asked on my personal facebook “who needs a website?” I did free work for local non-profit organizations. Be SCRAPPY. Combine... be creative, and don’t just take expert advice, think critically. Local marketing is more of a combination lock than a key lock or a door you can brute force open. Posts on Google My BusinessTruck WrapsYard SignsEvent Marketing - attending festivals, contents, seasonal events, creating events, and sponsoring events.Referral Systems (calendar reminders to yourself, documented 10% agreements with ‘competitors’, rewarding adjacent providers, BNI and similar) Facebook + Instagram - regular posting + talking head videos (are you their local expert?), tagging referral partners. Don’t underestimate asking for business on your personal social pages.Testimonial Videos A Brand Video… storytelling 1-2 minutesREVIEWS on Facebook and Google My BusinessLinkedin - being the local expert and engaging people. Linkedin - reaching out to ideal prospects and providing value.A big-ass sign on the front of your buildingRadio spotsBillboardCold callingLetter campaign or direct mail Speaking at organizations, and events.P.R. / Doing something newsworthy / connecting with local media production teams and personalities. Utilizing InfluencersFlyers, business cards, spread it to the people that would be your customers. Where do they hang out, who owns their attention? (Influencers + Events + Social Media + Referral Systems = Magic?)

In one minute Tell me about Hover, and how you started with the companyHOVER transforms smartphone photos of any property into an accurate, interactive 3D modelContractors and insurance carriers use us to drive efficiencies, reduce costs, and min closing and/or cycle times What are the things that should matter most to roofers regarding estimation?Need to think about it from two different perspectives: Sales and ProductionAccuracyAccurate quoting by sales reps at all experience levelsOn the production side, making sure measurements are accurate to reduce material costs and preserve profit marginsErrors: eliminating human error & mistakes that come from paper-based systems or point solutions that are disconnected and don’t talk to each otherOptions: think about providing options (i.e. good, better, best) when you are providing your proposal. People like options. And please call out *most popular” where appropriate. Make it easy for people to make a decision. What have you seen are the benefits to Onsite vs. Aerial estimation tools?In general, proximity to the building - big impact on the level of accuracy. The fidelity of your captures - accuracy to 1” vs. rounding up to the nearest footDetailed wall measurements - becomes challenging from high altitudesSoffit depth. Something important when you are buying ice and water barrier. Impossible to do with aerial measurementsHOVER engaged Haag Engineering to conduct an independent study to determine the accuracy of roof measurements obtained using the HOVER mobile app along with two aerial providers. | HOVER | AERIAL | ImprovementVariance from Haag measurements | 2.6% | 3.4% | 23%Failure rate | 0% | 8% | 800%% roofs that required additional measurements to complete | 0% | 6% | 600%What are the benefits of Aerial like Eagleview?Eagleview is one vendor who provides this capability, but there are othersSkymeasure (CoreLogic), NearmapOrder ahead (~2 days)Roof only measurements & pitch (for their walls, you often get walls light)Measurements only (limited 3D model capabilities in the mobile app, and non-existent on their web app)What other tools should people check out?Tech stack ecosystem: CRM, video conferencing, appointment scheduling and integrations CRM: Job Nimbus, AcculynxVideo: Zoom, SkypeAppt Scheduling: CalendlyIntegration: ZapierHow to get the most out of Hover / little known tips?Reach out to us. Our approach is extremely consultativeWe enabled hundred of contractors to move to a completely digital and remote engagement model during Covid-19And use the 3D model to drive incredible customer experiences. This is an amazing opportunity for contractors to help homeowners understand their estimates and see their new roof, siding, and windows with real products on their homes.

The Linkedin in Algorithm is favorable for folks that want to post about their business – vs. Facebook. Consider joining and checking out what kinds of audiences you can connect with on there. 5% or less of people post – so visibility is a lot easier! We share some tips for getting higher in the Linkedin Algorithm, and connecting with folks.

We talked about whether contractors should be on Linkedin, what kind of content to publish, and getting more engagement there.

What’s changed in your world right now? How’s everything going? What are your favorite things to do in a sales call to help move the process along and get trust?From your perspective what are your favorite digital tools for selling well?How does mindset play a role in your ability to be affective?What do you think will change as we enter the second half of 2020 and into 2021?How do you keep your people and your team motivated when there’s setbacks?

Local Search / MapsMedical / corona related shakeupsThin Content is losing (not unusual)It takes a while to really analyze this… 3 days ago it just finished rolling out. Also shifts in general: Look at month over month data - and look what pages lost outIdentify how that might represent algorithmic shiftsApply what you learn from the losers - improve upon it and spread the lovePost pandemic digital re-thinkPHYSICAL ONLY = WEAKNESS I need my systems in place for getting leads without physical stuffECOM WINS - Obviously eCommerce boomed and retail suffered, I’d say 30-50% of those ppl stick w new options they found (because convenience)IS IT HARDER NOW? Love this quote from Steve Toth of https://seonotebook.com/ “A lot of people think #SEO is getting harder because of how much Google has advanced. When really there are two main reasons: an increasingly cluttered SERP with lower CTRs and the fact that more and more people are producing amazing content (especially on established sites).The moral: build links or you will have no chance 1-2 years from now.”

The Brute - Home Advisor, Yelp, Houzz etc.The Bloat - Big agency bullshit that’s focused on warm & fuzzies not results.The Creep - Email Spam SEO CompaniesThe Bumbler – Your neighbors cousins brother who knows a little SEO, you probably The Hunter - Linkedin Spammer, who looks like they might be legit. Spend 2k to find out, & regret it. The Spitter - “Your Google listing is broken” phone spammers

3 Surges in Home Improvement + How They Affect Lead GenerationSALES - People are seeing results from Video Sales Consultations + even saving time.EVENTS / VIDEO - Home tours, traditionally a huge source of leads for remodelers and home builders are being canceled. Video tours with social push (organic + paid) is huge. AFTER - Post-COVID pent up demand. Projects on Houzz… Say if / when you’re open for business. (2-3 posts a wk on IG, not a bad call for plumbing/hvac/electricians) Precautions. Bar on the top of the site

According to SparkToro – SEO’s might use SparkToro’s data to “SparkToro can help you find exactly those sources that reach the link-likely, amplification-primed groups you need to grow visibility, rankings, and traffic.”Audience Intelligence tools Where they spend time onlineListen to Watch Talk aboutThe problem with surveys – hard to get data.Selection bias when you’re trying to followWhat does the tool claim to do?Follows billions of social accounts and makes it easy to distill data / interest from those profiles at scale. Get insights on competitors website visitors. Build a list of websites to get on, podcasts to get on etc… \Based on these claims I wanted to use it and find what construction companies are watching and listening to most if I can.

Have you ever gone through a Website relaunch disaster and saw rankings drop drastically? These are some really simple things but they are absolutely essential to making sure that you don’t totally ruin your websites rankings when doing a redesign. It’s crazy how many times I’ve seen someone’s traffic go for hundreds of people a day down to 30 or 50 because a website company launching a redesign didn’t make sure these things were in place. Don’t be that company or web designer – follow these 5 simple steps when re-launching your site.

I guess our culture isn’t just pizza parties and beanbag chairs (or as we like to call them ‘boneless couches’).. We actually have to come up with substantive stuff like ‘core values’ and ‘clear defined priorities’ and ‘key performance indicators’Just kidding - I love this shit… here’s 9 ACTIONABLE TIPS to maintain company culture while working remotely. According to an article on Inc.com 3 Ways Company Culture Directly Impacts Your Bottom Line – in addition to making a company more fun to work at, a strong company culture is strongly associated with profit…If you didn’t care about company culture before the pandemic – it might be a great time to start. Micro-managing is really hard when everyone has access to Netflix at their fingertips and no supervision.What are your core values? Will they carry you? What kind of fun challenges, new habits, and infrastructure can you put in place when nothing else matters but the work.1. NOW MORE THAN EVER – PEOPLE NEED CLEAR WEEKLY GOALS AND STRUCTURE AROUND ACCOUNTABILITYWe love Traction/EOS’s structure, and have quarterly goals and check in on weekly habits with our teams on how we did each week. Everyone has 3 rocks – that are all tied to our companies top goals around effectiveness, client acquisition, and profit. 2. INCREASE CHECK-IN’SYou may not have done one on one’s with everyone before - but you might want to get some more in. 3. WORK FROM HOME BINGOWe have a template for this at the full blog post on this topic - hookagency.com/remote. + prizes can be gift cards for local restaurants at a time when they need our support. 4. SLACK, ZOOM, & getting your remote tools tightened up5. GIFS, MEME’S, #RANDOM SLACK CHANNELI love giphy maker for making my own gifs :) If you’re not a millenial, wouldn’t be a bad time to brush up on meme culture (my favorite meme account is @middleclassfancy on Instagram.)6. HUMOROUS GAMES + HAPPY HOURSWe absolutely loved Tee K0’s tee-shirt game – comment below if you have any other great remote games and I’ll credit you and add them to the list on our post! 7. DON’T IGNORE THE NEGATIVE EFFECTS OF ISOLATION, BE THERE FOR PEOPLEWe know that there isn’t just positive stuff going on during all of this – and if you are good with working from home – some other people may not be. Check-in with each employee to see how they are handling it, and do rhythmic, rolling check-ins every couple of weeks8. DAILY INSTAGRAM TAKEOVER BY EMPLOYEESIf you want to go this route - we included prompts on the blog post! You want to give people some structure so it’s more fun for them! Shout out to Augurian, another local agency - saw them do this, so thanks for the inspiration guys :) 9. ASK IF PEOPLE NEED ANYTHING AND GO ABOVE AND BEYONDMike Grinberg of Proofpoint Marketing says they’ve done the following “1. Purchased grocery delivery subscriptions (their choice of Shipt or Instacart). For $100/person it’s well worth it, especially if you have anyone that has extra anxiety about the danger of the virus 2. We just scheduled a wellness workshop, with a health/wellness consultant 3. Mandatory days off – people aren’t really taking time off right now because there is no “vacation” but it’s still important for people to spend some time on themselves, so we are forcing everyone on the team to take a few days off every month”What are you doing to improve your company culture during remote working? Drop a tip below!

✓ Innovations in the Medical Industry ✓ Food Service Companies ✓ Fashion and Clothing Industry ✓ Remote Working and Thriving ✓ Leasing and Realty ✓ How to Market and Other Takeaways ✓ Stay positive!

The CARES act just opened up a ridiculous amount of working capital for small businesses during this global pandemic. More about these forgivable loans - here: https://hookagency.com/cares-act-ppp/

✓ What is Branding? ✓ What does Branding do for you? ✓ When is the right time to do a logo refresh? ✓ Things that help a company thrive in a downturn ✓ Brand ✓ Reputation ✓ Specialty

✓ Look for the opportunities amidst Covid. ✓ Once you see new surges, push into them. ✓ Use the Word “You” ✓ Capitalize on FOMO ✓ Use Bulleted or Numbered Lists ✓ Support your calls to action with a little explainer text “this is what you can expect next.” ✓ What happens when I submit a contact form? ✓ Go ‘benefit driven’ rather than ‘feature driven’ with it. ✓ Scarcity ✓ Authority ✓ The principle of “Liking” / Writing conversationally - Humor/humanity ✓ Cut out the fluff and be concise ✓Be the challenger. ✓ Write it out with 300 words and then figure out how to say it in 30. ✓ Write to ONE representative ideal prospect.

✓ Companies aren’t getting the MOST out of their software … which can cause a lot of PAIN… ✓ How should construction companies be using their business management systems for SALES? ✓ How should construction companies be using their business management systems for FINANCIALS? ✓ How should construction companies be using their business management systems for OPERATIONS? ✓ How can a construction business management system become a system of record in case of a lawsuit? Other considerations: ✓ Is it modifiable - in an obvious way? ✓ How easy is to communicate? — ✓ Jimmy Rigged vs. Wholistic systems

✓ What should we learn from landing page tools like Clickfunnels, LeadPages, Unbounce strengths? ✓ Why I don’t suggest building your business ON clickfunnels ✓ Why some businesses get confused about Hubspot and Salesforce ✓ When it’s useful to use hubspot / salesforce ✓ Why it bothers me so bad that these software companies convince people to waste so much of their marketing budget on them.

✓ How is consumer behavior changed? ✓ Businesses haven’t adapted ✓ What is the the best phone etiquette for service providers? ✓ What is the text etiquette? ✓ How do people get better at qualifying leads? ✓ How does Verse.io help companies keep up and close the gap?

✓ Simplify the fields - get down to nuts and bolts (you can follow up w a questionnaire) ✓ Fields should match the expected size of the answer ✓ Button should Fit it to the current design - but pop out ✓ Skip the phone number or make it obviously optional ✓ Social proof - where, who, what ✓ Explain what happens next - make a promise ✓ Don’t be picky - validation should be looooose ✓ Convey the value... your jobs not over when they get to the contact form ✓ Indicate required fields ✓ Trust, trust, trust ✓ Clean it up on mobile ✓ Use ‘send message’ or something more personal, the word submit has bad connotations and it actually matters ✓ Make the headline benefit driven - or more personal

✓ What are some of the biggest problems you’ve seen with owners trying to motivate people. ✓ How do dig up and solve problems without having a complete breakdown? ✓ What are the things you see the most effective construction owners to snag ideal team players? ✓ How can keep your best people from leaving? ✓ What are some dynamics that lead to the most effective teams you’ve seen? Check out Todd's podcast - the Construction Leading Edge Podcast

✓ Add a Photo ✓ Make the photo file name-like-this.jpg with the keyword phrase in it. ✓ Add alt text on that photo, and other photos on that page ✓ Add keyword to sub-headings ✓ Add “People also ask?” Type words to subheadings ✓ Look at “LSI Keywords” and add a few paragraphs to give context on ‘shoulder topics’ ✓ Add text from other things something is ranking for in Search Console ✓ If you have a ton of autonomy: Can you help better fulfill the user intent? - Write it out, add photos and video ✓ Re-structure the images and text to just look natural and engaging. ✓ Link internally to other related, link to it from other pages ✓ Link externally to authoritative sources (1 or 2) ✓ Reshaping the theme of the post (making it into a listicle / organizing it better) ✓ Tweak the Meta Title to front load the keyword ✓ Front load the keyword in the meta description sometimes too so it gets bolded. ✓ Keyword phrase in first and last paragraph, + bold a sentence with it in there

✔ Balance - Your website should not feel heavily weighted, it should feel even. This doesn’t happen when you have a heavy dark sidebar for instance, and nothing on the left side to offset. ✔ Repetition - The same types of elements repeated throughout the space take less mental energy from a prospect. You don’t want people going to different pages and experience a Jarring disconnect (the homepage looks great, but all the interior pages look like they’re from 1999. We EXPECT people to come in on other pages beside the home page, things like testimonials, call to actions, and other trust factors can be repeated around the site in a way that increases trust. ✔ Contrast - When there’s sharpness in images, brighter colors, and stronger difference between foreground and background your website benefits from “Contrast.” The most common problem I see is when people try to put an overlay over an image, but its not dark enough, they overlay text and it’s barely readable. Go dark, dark on backgrounds, or go light but don’t go in between if you’re going to overlay text. We’ve been getting around this by using organic shapes to cutout images, - just overlaying less text in general. Modern. 2020 design with white space. ✔ Dominance - A large element that draws you in, followed by clearly smaller elements – this drives engagement. Rather than having elements all be the same size which can be monotonous. ✔ Hierarchy - What is the eye drawn to first? Then what… then what. The clearer and more obvious the hierarchy, the more likely someone will be drawn in. No hierarchy = all the text is the same size, all the images are the same size, all the services are just as important on the page. Instead drive interest with - A beautiful smile, a bright headline, the company logo, and a contrasting color call to action button for instance may be best as your top items in the hierarchy. Two services that stand above the rest – one call to action prominent at the end of the page.

✓ Find a topic you want your website and brand to be associated with in peoples minds and the algorithm ✓ Find something you want your team / or yourself to learn more deeply about, and speak to more confidently ✓ Create a large piece of content - known as a hub post - by osmosis other pieces on this topic will rank better as well, in including landing pages ✓ What would you do if Google didn’t exist, how would you promote this piece? Videos, social posts, or influencers? Do those things ✓ When you outline - do keyword research along the way and make sure every chapter has a keyword focus ✓ Add illustrations or other imagery to brand the piece of content ✓ Whatever “hard work” looks like to you, this kind of content ideally takes 10x longer than regularly content. ✓ Find ways to bake promotion right into the guide ✓ Use storybrand brandscript to outline the piece and focus on the ideal customer (of the content) the whole time ✓ Don’t waste the piece by pitching hard - the end result we want is good will and links ✓ Use a symbolic story for the chapters of you want ✓ Create interest by studying persuasion and ways to make articles interesting - like the mystery formula ✓ Make sure these pieces line up with your long term vision for how you want to help people so you’re intrinsically motivated to make something to epic ✓ Have fun!

✓ Identify the ones they have with Semrush or Ahrefs ✓ Use the format they have - list, 40-60 word paragraph, table, ✓ Match the structure, use “inspect element” in the browser to see if they are using any special formatting or schema markup ✓ Add in synonyms and bold the keyword phrase ✓ Ask the question with and h2 or and h3, and answer it underneath with 40-60 words ✓ Use authoritative / confident language ✓ Cite credible websites in your content ✓ Look at the “people also ask box” and answer those questions in your content as well. ✓ Pay special attention to the space directly after the content that you want to get featured. Add images there that relate to your table, list, or paragraph.

✓GMB checklist ✓At least 5 reviews and respond to every single one ✓Information consistency ✓Make sure everything is visible ✓Schema to feature events in serps ✓Make your site mobile friendly ✓Geographic anchor text ✓City Landing pages

I run through each with an example – based on the topic 'kitchen remodeling' - but you can try it for yourself on whatever topic you'd like! ✓ Suggested Searches in drop down when searching on Google ✓ People Also Ask Boxes on Google ✓ Quora - search the topic ✓ Answer The Public - https://answerthepublic.com ✓ SEMRush ✓ Ahrefs.com and pop in a competitor into site explorer / the first result after searching a hunch ✓ Google Keyword Planner - Add the topic + the site

Matt Diggity - Indepth articles + remarking Brian Dean - Push on your current email list Britney Miller- Repurpose top content Larry Kim - chatbots Will Reynolds - It’s all about good work Tim Soulo - Educational content / youtube John Lincoln - Content + paid promotion Matthew Woodward - Competitions / Giveaways Full Post: https://hookagency.com/get-more-leads-now/

Eric Johnson of YouBetcha joins me to give his best tips on video marketing for 2020, and how to get the most out of video. ✓ How to use video in sales ✓ How to use video in employee onboarding ✓ How long should a brand video be? ✓ How long should your content marketing be?

Pure Practical episode (quick episode/ just the meat & potatoes) ✓ Text to image ratio – Ensure you’re not hitting them with wall-of-text ✓ Content legibility – 800 px across, 19 pt font, line-height to space out text vertically. ✓ Adding bullet points and headings to key pages ✓ Page speed - Optimize your site to load 2 seconds or less - Gzip in htacess. ✓ Amplify a few important call-to-actions, play the others down.. user testing example: stop asking me if I have any questions. ✓ Swap out your stock images for your own in commonly accessed places on your site, don’t put text in images. ✓ Make sure your header and footer, - your main navigation systems on the site are consistent and provide an easy route to next steps. ✓ Consider a prominent search feature ✓ TLDR up at the top of articles… bigger first sentence, and author information. (E-A-T and how that effects search) ✓ Trust and familiarity. This is where testimonials, badges and other trust factors are important. But also consider making sure that your site feels familiar with the concept of ‘prototypicality’ - don’t make it different just to make it different. How can you make your site feel a little bit more like something they’ve seen before and know how to interact with.

✓Making sense of PPC & how to avoid common pitfalls ✓ Making sense of budgets and what to expect in terms of results ✓ Pros & cons of doing it yourself vs. outsourcing Facebook PPC ✓ How to capitalize on PPC leads ✓ Lighting fast responses (speed) ✓ Outgoing demeanor (friendly, helpful) ✓ Mastering the follow-up (frequency, communication channels) ✓ Buying Leads vs. Generating Your Own ✓ Lead aggregators ✓ The fastest way to increase revenues (hint: it isn't more leads) ✓ How the most successful companies are dominating your market ✓ Referrals are unbeatable

Nick Leroy of ICF Next Shares his top 5 keys for SEO in 2020. ✓ Google My Business listings (local SEO) ✓ Proper keyword research. Localized and extremely targeted keywords. ✓ On page optimization - titles, descriptions, headers, content optimization etc. ✓ Mobile friendly (Google's mobile first indexing) ✓ Site speed - faster is better, for both user experience and google (SEO) benefits