The Ultimate SEO Guide to Organic Carpet Cleaning Website Rankings in 2024

John Clendenning [00:00:00]:
Gonna get into the exciting topic of SEO. Oh. I’m gonna tell you why it is exciting as we get going through this. There is a lot a lot involved in SEO. And let’s start really understanding dominating organic search for the carpet cleaning, home cleaning space, and what are the changes in 2024. There’s a lot going on. So we wanna know why it’s, you know, even valuable, but I wanna prove it to you why you need to understand organic SEO and rankings. SEO just stands for search engine engine optimization.

John Clendenning [00:00:36]:
But what are the search engines? What are we optimizing? Why are we even doing it? Does it really matter for our carpet cleaning business? So let’s get into all of that.

John Clendenning [00:01:20]:
So as we always say, need your attention. Turn off your cell phone. Turn off your Facebook. If you’re a home cleaning, home service provider, business owner, and you’re serious about growing your business, if you’re under a $150,000 in revenue, there’s some of you here that might be listening to this that are well under that. Again, that was me in 1995. If you’re serious about getting results, if you’re in that 150,000 or less, usually 1 guy in a truck or if you’re running a cleaning business, home cleaning service, that’s maybe one crew on the road, shouldn’t be much more than that. And you’re more than 1 year in business, 2 years max, you need you need to understand the principles of what you’re doing, like what business you’re actually in. So, again, I figured that out as a 20 something year old kid in 1995, town of 30,000 people, and by the end of the 1st year was doing over 10,000 a month, a 120,000 a year in 30 year ago dollars.

John Clendenning [00:02:16]:
So, again, I’m not special. I knew nothing. I was, you know, again, just a high school kid, didn’t go to college, didn’t go to university, went off on the road and played in a band for a number of years before I decided, you know what? Probably should be you know, that’s not gonna be the thing that’s gonna, you know, propel my life. So let’s figure something else out and started working for myself and doing running my own businesses. So we’re gonna make we’re gonna talk about the things that you need to be thinking about and why and how it relates right now to our topic of the day, which is organic rankings. So what we’re gonna cover? We’re going to cover topical authority. Right? You wanna become the go to local expert in carpet care, home cleaning, that kind of thing online. You wanna become the topical authority in your marketplace, not just because you’re gonna get more customers, which is the end result.

John Clendenning [00:03:04]:
You’re gonna get more people loving you and wanting to know to work with you and and have you as their service provider at prices higher than the competition usually if you’re the top authority. But Google’s algorithm we’re gonna talk about is gonna reward you like crazy as well. You wanna understand user behavior. Why most people, 95 to 98 percent of the people that come to your website, I know this from auditing thousands and thousands of carpet cleaner and home cleaning and home service business websites, leave. Like, they bounce within seconds, 20 seconds, 30 seconds, less than a minute. So we don’t we don’t want that to happen. Right? We wanna talk about organic ranking in our AI era, and I always kinda put AI with a small I beside it because it’s easier to see than a capital I, in a lot of fonts. But, latest buzz on Google’s algorithm updates.

John Clendenning [00:03:54]:
What’s happening now? Like, what happened? Like, the genie came out of the bottle 2 years ago now. It doesn’t feel like that, but AI was around before that, but Chad GPT and and sort of the use of AI in the consumer world showed up December of 2022. We’ve had all of 2023 and now almost all of 2024, and it is insane how many changes it’s making in everyday lives, if if people are allowing it. But how much change is happening in the background? And what does it mean for your business and how people are gonna find you, how people are gonna use you? We’re gonna talk about that, and even what’s gonna happen to Google. Google is the search king right now. Well, Blockbuster was the place you got movies before. Block Netflix actually tried to sell to Blockbuster, and they go, ah, no. Nobody’s gonna be streaming movies.

John Clendenning [00:04:42]:
Not interested at all. And all of a sudden, it’s like, wait a minute. Blockbuster, within a few years, closed up all of their stores from the biggest monolith in the industry to nothing because Netflix took over. Right? And Netflix, if you guys remember, I’m old enough to remember Netflix was this subscription thing where they sent you it. You got 5, almost like Columbia House a little bit. And if you remember that, that’s dating me as well. But I had albums and then cassette tapes from Columbia House. I didn’t even get CDs from Columbia House.

John Clendenning [00:05:11]:
I’m so old. But, so, Netflix was where they would send you the movies, 5 of them. And if you sent one back, they’d send you the next one on your list. You sent one back, and then they eventually became a streaming subscription model as that changed and stuff like that. And now look at what happened there. Right? So, search traffic, to customers. What is that? So we don’t just want numbers. We don’t want more views on our website if they’re unqualified views, if they’re from Bangladesh.

John Clendenning [00:05:40]:
Lovely country. Sure. Absolutely amazing. Doesn’t matter anything at all if you are, you know, a local service provider in Virginia Beach, Doug, if you’re on the call, if you’re a local service provider in Calgary, Alberta, Canada, if you’re a local service provider in, you know, Orange, California or, you know, Sacramento and places like that, You want search traffic to turn into customers. Right? So your rankings have to be meaningful, and we’re gonna talk about what that means as well. So let me move that little thing off the screen. Okay. So if you stay to the end, we’ve got some stuff to give you as well.

John Clendenning [00:06:21]:
So we’ll kinda get to that. But who am I? For any of you that are new here, because we’re finding that, again, through the podcast, through the master classes, through all of the work we do with CleanFAX Magazine and ISSA, through the book on Amazon over my shoulder. I actually can’t see it. It’s down there, but it’s on the screen. You know, and our social postings and all the information we’re trying to give out to the world and stuff like that, lots and lots and lots of places, we’re finding more and more people going, there’s an interesting message there. Let’s let’s kinda lean into this. Right? So I’ve been in business since 1990, my finals year in high school, 89/90, and, where I started a window cleaning company as part of a pet project in in high school that lasted 3, almost 4 years. I’ve been the owner of several quite a few cleaning business franchises and independent cleaning businesses, ecom product lines.

John Clendenning [00:07:13]:
I’ve sold up to $50,000 a month worth of stuff on Amazon, while running my cleaning companies, not cleaning related, just learning stuff and playing around and stuff like that. I’ve owned consultancies, helped other cleaners grow. I’ve lectured on stages and hosted 3 day elite retreats around the world in Orlando and Vegas and Chilliwack, BC and the island of Samoa. And, yeah. So I’m a keynote speaker, author, all that kind of stuff on the topic of the stuff we’re about to talk about. And I’ve built businesses, high end, like, low volume, high end, high profit businesses that again, I was in the truck for the 1st year and a half, 2 years and said, yay, love the industry, not wanting to be one of the guys in the truck. I can’t get my work done if that’s the case. How can I replace myself and be profitable enough to hire people to go out and do the work while making enough money to pay my paycheck and grow the company, right, and grow my companies? And that learning all of that creates other opportunities because now you’ve got other business owners going, oh, do you wanna partner with me? Do you want, you know, local business owners could do you wanna buy me out on all of those kinds of things as well because they see great marketing in the marketplace.

John Clendenning [00:08:20]:
So we’re gonna talk about why that’s important. So there’s a little bit of the clean facts and the history. I get them all that fun stuff that you guys know. Industry leader of the year last year and all of the other trainings we do and stuff like that. And I’ve got something special I’m trying to cook up for January, February with Jeff Cross and and the ISSA. Keep an eye out for that. We’ll let you know if, if we can get that pulled together, but something really, really interesting as well, to really, really help the industry propel forward. And US cleaners and business owners really, really grow and strategize about your business.

John Clendenning [00:08:53]:
So alright. Here’s what we do for our clients. Should start adding more and more of those. If you wanna follow us on social media, see lots of them. Haven’t really updated that slide in a while, but there’s lots and lots and lots of testimonials and kudos coming in from our clients that we’ve helped double and triple their businesses and stuff like that. How do we do it? We leverage the three core principles of of marketing success. Right? And what we do is we make our clients the top cleaning brand in the marketplace, so they attract the best clients. They are able to charge the top rates, make the most money, and they’re booked out weeks in advance.

John Clendenning [00:09:28]:
Right? So the whole idea, there’s only a few levers you can you can pull. Right? You need more money from more people more often. If you can get more money from more people more often, your business is gonna grow. So if we think that, you know, for example, there’s 2 about 220 working days in a year, 250 if you work Saturdays, roughly, that kind of it is. So if you’ve got that, you got 1 guy in a truck and you’ve got 2 trucks on the road, You have the ability to do or 1 guy in a truck and you’ve got the ability to do 2 jobs a day. You have 500 jobs you can do. Right? Two trucks on the road, 1,000 jobs you can do. 1,000 jobs and your average job is $1,000 not unheard of.

John Clendenning [00:10:09]:
Very easy. We’ve got clients who their average job is over 7.50, $800. Right? So, you know, very close to that threshold. You’ve got a $1,000,000 a year business with 2 trucks on the road. Bit of a stretch, might be. It’s right market, absolutely doable. But is it okay to have a 3 quarter of a 1,000,000 or a half a $1,000,000 business with 2 trucks on the road? One guy in each truck? Totally doable in most marketplaces. Maybe not all carpet cleaning.

John Clendenning [00:10:35]:
Maybe you’re if you’re in a lower market, you go wide. If you’re in a very good market, good medium family incomes, good demographics, good numbers, and you become the best known cleaner, you go deep. Right? So you either go deep or wide, but you can definitely build a half 1,000,000 to $1,000,000 business in 2 or 3 years. And we know how we know how to show you how. So I’m gonna be this is what we’re gonna be talking about today. It’s one of those things that show you how. Right? So those three prince principles as we talked about, maximize your opportunities, generate a qualified lead. We’re gonna talk about one of those opportunities.

John Clendenning [00:11:09]:
Why is SEO and organic rankings one of those opportunities? All the other master classes that we’ve done talk about the other opportunities to generate a qualified lead. Where are your qualified leads trying in inquiries? Again, I don’t like that word leads. It’s actually inquiries. I changed it on the screen and have not changed my vocabulary yet. But where are those qualified people? Let’s let’s call them that. Where are those qualified people, hanging out? Online, offline, around the water cooler, clubs, groups, you know, who else has them collected together? Who are some of the other local businesses that already know the ideal client for you that you can partner with and have conversations with? You help them. They help you. You scratch their back.

John Clendenning [00:11:56]:
They’ll scratch your back. You give to get. Right? So you wanna maximize those opportunities. And one of those opportunities we’re gonna talk about today is organic organic placement online, and we’re gonna figure out why. You wanna maximize your brand impressions. Right? People need to see a brand 5, 7, 9 times. Google calls it z mod zero moment of truth. You need to be seen 11 times before somebody’s actually going to choose you and buy from you.

John Clendenning [00:12:22]:
They might think it’s the first time. Oh my god. I just thought of a carpet cleaner. I need carpet cleaning right now. I’m gonna get these guys. Do you know that they’re impacted by the door hangers, the yard signs, the back of buses, the social media interactions they’ve seen about you and your business, not ads, not discounts, not deals, actual quality content, helping them, becoming that local authority. Done well, those brand impressions, maybe they’ve been people have talked about you already. Maybe other customers have talked about you.

John Clendenning [00:12:50]:
Maybe somebody they know has talked about you. They’ve handed out your business card. They’ve referred, you know, you’ve done a cleaning here for missus Jones, and missus Jones shared out a social post you gave her to share out online after the job. Right? As a referral reward program because you’re a great marketer. You do that well. They have been impressed upon you a number of times before they ever find you, and you can see how all of that plays together. We don’t trust anybody that we’ve heard about for the first time. We might think they’re okay, but we now need some endorsed trust.

John Clendenning [00:13:23]:
We need now need to know that that is the, you know, the mechanic or the garage that, I don’t know, Matthew McConaughey uses. Well, I like Matthew McConaughey. He seems like a smart guy. Maybe I should use his mechanic. Right? Maybe the mechanic will promote that because we we kinda put, you know, celebrities on a pedestal for no reason. But you know what I mean? Like, things like that. There’s there’s reasons why. Maybe a social influencer that that some of the, homeowners that that that you wanna clean for follow in the local marketplace because they’re a local social influencer.

John Clendenning [00:13:53]:
Maybe they do a shout out about you. Right? That’s a brand impression. Doesn’t mean the person needs a carpet cleaning right now, but 3 months, 6 months, 9 months, if you’re on their radar and then they do, you percolate up to the top of the list if you’re doing your job well. And then you maximize your ability to convert. It’s not good enough to be seen where they look and be known. Right? Best known is better than the best. You have to know how to convert people. So that is what’s on your website.

John Clendenning [00:14:22]:
That is what they see your reputation as it’s marketed because you are a marketer of cleaning services first and foremost. You wanna be marketing all of these messages properly. There is a lot here, and everybody says, John, that’s a lot. The answer is yep. Owning a business is a lot. You have to learn stuff, and you have to level up your game every day, every year. Being a human being on planet Earth is a lot. You have to level up your game and yourself every single day, every single week, every single month.

John Clendenning [00:14:51]:
The new version of you should be so much better than the old version of you every year. That should be your goal. Right? To learn more and expand and just be a better human being for yourself, for your family, for your community, and for your customers and for your staff. Right? So all of that is also learning how to convert better. Right? So for today, that’s the little kind of intro rant on on what we’re all about, why we even do this in the first place. Question for today, does SEO still matter in 2024? So let’s peel that onion back a little bit with Ross Geller’s help. Okay. So Denver carpet cleaning.

John Clendenning [00:15:36]:
Somebody’s in Denver, they type in carpet clean or they type in carpet cleaning near me. This is what they’re gonna see. I can’t put it all on one page. It’d be too tiny, like, way in long, but this is what they’re gonna see. They’re gonna see the all of this stacked on top of each other in their search results. Right? Whether it’s a mobile device or desktop. Now you’re gonna say, well, John, everybody uses their cell phones. Do you know that for a fact? Have you looked at the stats? Because I have.

John Clendenning [00:15:59]:
The answer is that people that start on a mobile device, unless it’s an emergency dog had an anal blowout all over the home because it it got into something in the garbage, and you walked home and went, oh, and that’s an emergency. Yep. They’re on their phone. They make a decision on their phone. They’re done on their phone. Most people take a little bit more time. The smart people, the more educated people, the higher income people study a little bit more before they make a decision on things. There’s a little bit more thought put into it.

John Clendenning [00:16:31]:
There’s a little bit more time and attention because they wanna solve the problem once for a long time, if not forever. They wanna find their person, their people that solve this and move on. Right? So once they find those people, if those people are good at what they do I just had a conversation in our private Facebook group about this recently. So if you’re not a member of carpet cleaner marketing secrets, ping us, join. It’s a great great place to learn about marketing and have conversations like this. But we’re just talking about that that that idea that how somebody asked the question, John, how do I attract a customer away from somebody else in the marketplace who’s doing a great job? And my answer is you shouldn’t be able to. And that’s all right. There is abundance.

John Clendenning [00:17:22]:
You don’t need everybody. You need, like, 500 to a 1000 repeating clients a year to have a $1,000,000 business. We just proved that at the beginning. Right? So you don’t need everybody. There if you’re in a town with 20,000, 40,000, a 100,000, 200,000 homes, and do you need 500 of them to be permanent customers? You just gotta work at it and find the ones you know, 95 to 99% of businesses actually suck at running businesses well. That’s why 80% fail within the first of 5 years, another 80% fail within the next 5 years, carpet cleaning included. That is the stats from the small business administration in the US and Canada and around the world because we don’t know what we don’t know, and a lot of people just choose not to learn it and level up their skills like we talked about. Right? So, ultimately, you want to make sure that you are the one that delivers a great service.

John Clendenning [00:18:19]:
You you you, choreograph it. You plan it. You present it. You teach your staff on how to do it, and it’s consistent because if you do it great this time and not so great this time and a little bit different this time, eventually, it’s like, I don’t know about these guys. If you deliver a consistently great service across multiple technicians, whether it’s you or one of your employees because you built a system and you trained that system and all of that kind of stuff, then, yeah, the word will get out. And the people that can’t keep the other competitors that can’t keep up and do that, yeah, their customers are gonna bleed over to you eventually over time, little by little by little. And how are they gonna do that? They’re gonna go, I need to look for a new carpet cleaner. I wasn’t really happy with my guy last time.

John Clendenning [00:19:02]:
He was good for the first 2 or 3 times. Last time kinda sucked. I’m ready to go back to the well. And they type this in. They’re gonna see local service ads, so you need to be there. But only about 10% stop there. They’re gonna see Google pay per click ads, so you need to be there, maximizing your opportunities to find an ideal lead. Right? So if somebody types it in, they’re looking for it right now, and there’s ways to teach Google’s algorithm that only show these to the better better and better people.

John Clendenning [00:19:26]:
That’s what our team does is constantly works up teaching the algorithm over time, 1 month, 2 months, 3 months, 4 months, 5 months, 6 months, 9 months into a pay per ad pro pay per click program, local service ad program, they get better and better and better and better and better and better and better targeting. Not because we we can actually tweak that right from the day 1, it’s because we have to teach an algorithm how to go, oh, you want more of those. Right? So maps, another place. This is now starting organic. You pay, you show up tomorrow. Right? Down here, you can’t pay to be in the maps. You have to influence this map section, which came from the phones, which came from maps driving. It’s a whole module that Google just embeds right here, and it only shows you the top 3 based on proximity to the person searching and a whole bunch of reviews and and doing posts and images and signals around the web and a whole bunch of stuff.

John Clendenning [00:20:22]:
We’ll talk about a little bit of that. But we talked a whole bunch about that in our our Google Maps ranking, masterclass there a month or 2 ago. So you go back to that one, but we’ll talk a little bit as it relates to website and organic. And then the websites and the directories, which are websites, show up in organic. Right? So interestingly, 73% of the clicks comes from the maps and the organic. Only 27% or less, in some markets even less, come from the paid ads. 67% of the clicks of so 73 come from all of that. 67 come from the top 5.

John Clendenning [00:21:06]:
1, 2, 3, 4, 5. Right? So of all clicks in search, when people are searching Google, which is about 60% of the crowd who have nobody in mind already go to Google, if they have a name in mind, they’re just gonna type that name in, and they’re gonna try and find that person, they’re gonna call that person. You don’t even really need to pay for pay per click for those, you know, because are you really gonna try and bleed them away from if they really wanna call, you know, the Stanley Steemer? Is your ad really gonna bleed them away? No. You can fake it and try and get them to go to your website. Oh, I thought it was Stanley Steemer. That’s not gonna help you either. No. But there’s things you can do and play that game a little bit.

John Clendenning [00:21:44]:
But, ultimately, you wanna find the people that have no name in mind. They pass by these because they’re not being influenced, which is the majority, and 67% of them are gonna go here. Right? And what we know is that about of that, 30%, like, of 30 to 35% do the maps. The entire rest, 40 to almost 50%, start going down here. Why? Because the Yelps are there, and the Angie’s lists are there and and the 3 best rated and other things like that, but so are the websites. So if you can meet their search criteria in your title, in your description, and and and and write a description that that prompts the click as we call it, you’ve got you got you you can collect them to come to your website. So how do you get over here for a million? That’s one search term. There’s a 3, 4, 5000 possible iterations of those search terms for carpet cleaning, upholstery cleaning, tile cleaning.

John Clendenning [00:22:37]:
And your website’s gotta try and show up for all of them. We’re gonna talk about that. So, ultimately, yes, SEO still matters because it’s still where people go. Some people go. Right? On Google. As I said, about 60% of the population goes to Google, 40% go everywhere else but. So it’s not the end all be all. Some people ask their interior designer, ask the real estate agent, ask the flooring store that installed the carpet, installed the tile, whatever.

John Clendenning [00:23:01]:
They they go on social media and they ask. Like, there’s a 1,000,000 ways that, like, that that other 40% find, you know, find who they want as a service provider. They have their own ways. 60%, when you have no name in mind, go to Google. So that’s what we’re talking about. Right? When you see the stats of a well seasoned company, so one that has been running SEO for a while, their website ranks really well. Their Google Maps listing ranks for as wide of a circle as possible around their their known pin. If they’re a service area business, trust me, Google does not.

John Clendenning [00:23:35]:
Even if you say, oh, I serviced the whole state, They know where they sent the postcard, they know where you live, and they still only do a radius. And it’s only about 10 miles in average towns, 15 if you’re in a really small town, 5 miles around your pin drop if you’re in a really dense town and you need a lot of work to work it out. And that’s only if you do the work. About a mile or less, if you have never done any work. You you should show up if you type in carpet cleaning near me and you’re in your office or you’re in your home and that’s where your home office. Yeah. Of course, you should show up. Right? Sometimes you don’t because your phone is actually playing games with you, but Google’s playing games because you’ve you’ve, searched so many times and it knows your history.

John Clendenning [00:24:15]:
But on a brand new device, never searched before, no history of you, and you type in carpet cleaning near me or any of those terms, you should show up at your home. Walk a mile away and see if you do. We can actually run heat maps and show you if you do or don’t across 100 of keywords. Right? But what I’m getting at here is when you get traffic, more poles in the water, your whole goal in life in business is to have more poles in the water that that catch a few fish. You don’t want one pole that’s trying to catch 20, 30, 40 fish. You wanna have 20, 30 poles that catch 1, 2, 3 fish. Now you’ve got a 100 fish. You’ll never get that from 1 poll.

John Clendenning [00:24:55]:
You’ll never get that from Facebook ads. You’ll never get that from just running local service ads. You’ll never get that from just you pick it. Postcards, you’ll never get that from just knocking on doors and getting out the door and and and meeting with real estate agents and interior designers. You’ll get some of that from each of those. You need to think of the 20, 30, 40 things you can put in place that get you 2, 3, 4 inquiries, 1, 2, 3 jobs a month because you’re good at converting, like we talked about at the beginning. Your conversion rate’s 50, 60%, not 20, 30%. So you need to track it and know it.

John Clendenning [00:25:31]:
Right? Once you have all of that information in place and you really are running a legit business, this is one of our clients. 286 inquiries in a month from their digital marketing efforts that we provided. A 127 of them, 44% came from their website, organic traffic. How do we know that? Because anytime somebody lands on your website, Google’s tracking that. In Google Analytics called GCLID, we track that as well inside some of our automation tools like carpet cleaner lead pro and things like that. We track that so that we know where inquiries came from, what keywords. We know, if they turned into, you know, phone calls, which now is called a conversion to at least a qualified, lead, qualified inquiry, and then to jobs. Right? So there’s ways to track all of that.

John Clendenning [00:26:19]:
We know that 89 came from Google Maps, 31%. We know that 12%, almost 13%, came from paid Facebook paid ads being run. We know another 9% almost came from Google AdWords. We know that some ad extensions were turned on that allowed the Google AdWords to show up in Google Maps listings as a 4th listing in markets where they didn’t appear. And with other ad extensions turned on, you know, call only and things like that, we know that we got 5 from that. And we also know that Facebook, ad content, so promoting content, running contests, things like that, that created an another 3. So all of those have, you know, ROI, return on investment. The investment for organic takes longer, but when it shows up, holy crap.

John Clendenning [00:27:14]:
If you never invest in it, it never appears. It’s not a pay to play like AdWords, paid ads where you you pay, you show up, and then you just teach the algorithm over, you know, a month, 2, 3. We’re now talking about, organic needing to to take its time and season and be done well, and there’s a game to play. And when it’s done well, 75% of your new inquiries should be coming from organic. If you’ve been in SEO for a while, a year, 2, 3, you will see your business have an asset that you can sell. What does that mean? When you go to sell your business, you can say, hey. Our organic listings generates all of this. That as long as you maintain it, right, it’s kinda slow to rise, slow to fail.

John Clendenning [00:27:59]:
Right? Whereas this, as soon as you stop paying, turns off. The next day, you will not get a phone call. They don’t know about you. This, slow to rise, slow to fail. So you can sell that with your business as more more way more valuable than your trucks and your equipment and truck mounts and all that kind of stuff. In fact, most of that should not be valued at all. When I sold my business, I said value that at 0. What is my business worth with all of this other stuff? Went to the business adviser and the small business bank and said, hey.

John Clendenning [00:28:31]:
And then that value was what I was asking for the business was actually less than the value that our our asset value of our organic rankings and database and marketing and and perception in the marketplace was, and that gives you an exit strategy as well. So so, yes, SEO drives calls. You can’t rely on word-of-mouth or paid ads alone. You know? I love people to say, hey. How do how do you grow your business? How do you oh, it’s all word-of-mouth. I don’t do any marketing. It’s all word-of-mouth. Really? You show up in a, you know, a plain van with jeans and a t shirt on and don’t have a business card? You answer your phone, hey.

John Clendenning [00:29:09]:
It’s Tom, and you go and do cleaning. You have no logos. You do no marketing. You haven’t talked to anybody about your business. People go, yeah, I use Tom. Call Tom. What’s well, here’s Tom’s phone number. No.

John Clendenning [00:29:22]:
That that doesn’t work. Sorry about your luck. If you are the world’s most special person or that worked for one person, I guarantee you for the next 20,000 people, that won’t work. I’ve never seen it work myself. So you are the marketer of cleaning services. You have to have marketing as your main focus. Every day, you need to be marketing to generate customers in multiple different ways. You have to be thinking about marketing.

John Clendenning [00:29:45]:
You have to be able to able to get out of the truck and out of the mindset of being a technician in the truck long enough to market yourself, you know, maybe one day a week to start with, then 2, then 3, that kind of idea so that you can put people in the in the vehicle that for 20, $30 an hour to do the work while you do the 100, 200, $500 an hour job of growing the business. And that is a a 100, 200, $500, $1,000 job. It really is. So, and you can prove it in the math that the the the the the the customers that come back. It’s it’s it’s not just that that’s what the job pays. It’s actually that’s what the job generates. If you’re out marketing your company properly, you’re out knocking on doors and meeting people and going to condos, say, for example, and meeting and offering a free cleaning in a condo, and next thing you know, you get the condo hallways, they give you a trial, then they give you the all the hallways, and then you you’re good at marketing, and you get half the building to be also customer of yours, and that adds $20,000 a year to your bottom or your top line revenue, 5, 4, 5, $6,000 to your bottom line profitability every single year from that one condo visit, how valuable was that? How valuable is your time to talk to that guy for an hour, come back and do an hour or 2 of cleaning, and then work your way up? Maybe you invested 4, 5 hours in that, and that was 20,000 a year for the next 5, 10, 20 years if you’re good at keeping it if you’re good at marketing and keeping the retention. Right? So word-of-mouth, paid ads, lead sources alone, not good.

John Clendenning [00:31:19]:
You need to be ranking. So what are the biggest changes? Let’s go through that. That’s what we’re here to talk about today. Oh, let’s just get them all listed here. Topical authority and content clusters are what’s driving rankings now. So stop thinking about keywords, sort of. We’ll talk about that. Human, expertise is required even with AI assisted content.

John Clendenning [00:31:44]:
We’re gonna show you how Google yeah. Does it allow AI assisted content? Yes. But is it so prolific that everybody can provide it? Therefore, it’s watered down and weak. Is AI really bad at writing really good stuff that people actually care about? Yep. So you can’t just spit out a whole bunch of chat GPT content and go, oh, look at me. I’m ranking. That ain’t gonna work. That ain’t gonna cut it.

John Clendenning [00:32:09]:
Back in the day, they used to call it spun content, where you could take one piece of content and change the you know, all the words throughout it with 3 or 4 different iterations of words and go spin, spin, spin. Right? And next thing you know, a 1,000 different pages you can put all over the Internet. Oh, look at me. All unique content. No. That was easily figured out by Google. Didn’t take it very long. A year or 2, and they went, and all of a sudden, you had nothing.

John Clendenning [00:32:31]:
Why? Because authenticity counts, and it counts even more now in the world, the days of AI, than it’s ever counted before. Entity SEO and local presence optimization is is key. Entity SEO, we’re gonna talk about what that is. User experience and core web vitals are critical ranking factors. So we’re gonna break these 4 down. Let’s talk about these 4 because this is what’s changing and and moving the needle now. Topical authority and content clusters. You wanna develop what are called pillar pages.

John Clendenning [00:33:02]:
You wanna become the topical authority in your local marketplace for what Google what people are searching for that Google can trust. Right? So each core service and each service area page we’ll talk a little bit more about why there’s why they’re different. Right? Those are your pillar pages. Your home page, your service pages, and your service area pages. Those are the topical authority pages that you want to build content clusters around. You want to ensure that they cover all relevant aspects. You can use it utilize AI tools to draft them, but you need a human who understands SEO, nuance, your topics, your services, your local marketplace, you as an expert in the local marketplace to create the final content from that. AI will never get there, not in not in the next little while.

John Clendenning [00:33:56]:
And as soon as they do, now it’s prolific, and the humanized part of it now still becomes the only defining factor. It’s always gonna be the better AI gets now that the genie’s out of the bottle, the more the human element is gonna count. The more video and and personalization and customer stories are even more and more and more gonna count. Right? You wanna create supporting content clusters that link back to these pillar pages. So you might have a page on carpet cleaning. How many words do you need on it? I can tell you right now, it’s a 1000 to 1500 in today’s day and age. 800 is not even gonna cut it before. And how many pages and websites I audit and our team audits on a daily basis that have, like, a 100 words on them? Well, I have this really nice website.

John Clendenning [00:34:37]:
It looks pretty, John. Yeah. It looks pretty as a brochure, and nobody’s coming to it. Look at your traffic. I can prove to you had 5 people last month. Why? Because it’s not enough content. It’s not the content that people wanna read. Done well.

John Clendenning [00:34:51]:
People will read the next line, the next line, the next line, and so will the AI bots or the Google’s bot, sorry, and the spiders and they’ll get the relevance that you’re using enough content and enough local experience and enough all of that stuff to tie it together and then you’re creating a whole new layer around it. Right? So you’ve got pages on carpet cleaning on your website as an example, tile cleaning, upholstery cleaning, targeting your main topical keywords, and a bunch of these secondary keywords that people type in around that because, again, there’s 2 to 3000 different ways to say it for each one of those services, and you’ve gotta start peppering that in. You gotta know what Google’s telling you. Right? So it’s people ask questions. Now you’ve gotta create content. How much does carpet cleaning cost in San Antonio, Texas? People are asking that. What’s the range? Do you have an article on that pointing to your carpet cleaning page? And maybe pointing over to your San Antonio page as well for your service area. How, you know, how long does it take carpets to dry, you know, in, I don’t know, Toronto, Canada in the fall? Be surprised how many people ask those types of questions.

John Clendenning [00:36:04]:
Do you got answers around those? Maybe one of your articles talks about seasonality, not a one for each, but seasonality and the difference in drying times and your method being different and stuff like that. And it links to your carpet cleaning page, and it links to some of your city pages. Right? Now you’ve got topical authority clusters underneath the main content. Well written, well researched based on what people are already asking. You wanna optimize your content by interlinking, I just talked about that, to your pillar page and also to other pages. You can use AI to do that. Like, that’s a again, that’s an assistance task. Hey.

John Clendenning [00:36:35]:
Research my entire website. Come up with some internal linking suggestions across all of that. Right? You you’ll need tools like Screaming Frog. You’ll need tools like Ahrefs. You’ll need to you’ll need tools to grab the data so that you can hand it to AI. You’ll need to know how to prompt AI well, to be able to give you that answer, and then you need a human reviewer who understands, no. You got that wrong. You’re just an assistant.

John Clendenning [00:36:59]:
Right? Go grab me coffee. You’re you’re you’re you’re you’re good. You’re not great. Right? But that’s what AI is meant to be, is an assistant. It will hallucinate. It’ll go off on tangents. You dial it back in. You wanna regularly update and expand your pillar pages and add more topical authority content.

John Clendenning [00:37:17]:
We strongly suggest sounds how weird does this sound? We strongly, strongly suggest, and all of our clients in our main programs, get this, at least one blog post a week, at least one press release syndicated out to the newswire a month to create a whole bunch of ranking signals back, well written content around topical authority clusters that link into the pages that you have, all of that. And we suggest that every 3 months, that’s what we do, you do a full AI and human audit of all of your main pages of your website and all of the remaining content on your website to find out what you can do to improve it versus where it’s showing up in the search engines right now. Is that more FAQs? Is that adding more local content into a carpet cleaning page and upholstery cleaning page? Is that adding more service based content in or or point of interest content into a service area page, neighborhood content into a service area page, cup happy client stories as clusters underneath a service area page linking to all of that? What is it? You will know by doing a deep dive audit, they 500 to a $1,000 worth of effort every 3 months, every 90 days to create the next 90 day plan. You should be thinking in those terms. Right? That sounds like a lot, John. I get it. At least start with the basics because if you’re expanding your content, good, better, best. Good is at least telling happy customer stories once a week, once every 2 weeks, minimum.

John Clendenning [00:38:48]:
Creating new content on your website every week would be ideal. Creating new Google Maps posts every week about the content you just put on your website, doing social media posts, posting it on to all of your your your directories and citations and listings and Better Business Bureaus and all that linking back to your website, linking over here, and getting some people to click to come through. You do all of that. Now your your topical authority content is getting out there as well. The bot see it, the human see it, and your website just starts showing up. Why is this all important? Because Google’s algorithm is now called EEAT. Don’t take my word for it. Take search engine land, the HAW, Google itself.

John Clendenning [00:39:30]:
Right? Google added an extra e. This was December 2022. So all coming up to 2 years ago, they added the new e. E stood for expertise, authoritativeness, and trustworthiness. Your content need to show that you have the expertise, you have the authority, and you have the trustworthiness to be providing that that that answer, that information. Google’s whole algorithm is built around proving that, and we’ll talk about how they do that. The extra e was added was your experience. Can Google prove that you, the author of the content, authorship, has the experience to talk about their expertise, has the authority, and can be trusted? How does Google even figure that out? Right? So how much does the creator have firsthand knowledge? Google’s gotta figure that out.

John Clendenning [00:40:23]:
How much does the creator know the subject matter? K. How’s Google finding these answers? Gotta think about that. Because once you know this is what Google’s looking for, this is what their bots are looking for, this is what the algorithm is now designed to look for, and it’s using AI and everything else and Google’s deep brain and all that kind of stuff to figure this out. Let’s figure out how they’re doing it. Right? Because if you can, you’ve now cracked the code, and now you know how to start influencing the algorithm slowly over time. There’s no light switch in marketing. It’s everything takes time to build and develop. Right? You gotta get through to the authoritativeness.

John Clendenning [00:40:58]:
Do you have the reputation? Why do we talk about marketing your reputation? Don’t get reviews and then just leave them on Google. Reviews are great, but get feedback from every one of your customers. Some of them are gonna write reviews because you’ve asked them to. After they’ve given you feedback, market the feedback and the reviews all over the Internet, everywhere anybody could possibly look. You do that, and then you get other people telling stories about it, and you you you reply to every single review and on and on and on. Now you’ve got some authority. You write articles for your local chamber of commerce or whatever. You’ve got some authority.

John Clendenning [00:41:33]:
And how accurate, honest, and reliable is the page? Google knows if it’s AI generated. Google did it doesn’t say that we’re not we’re gonna gonna demote you for it. But if it’s obviously 80, 90, a 100% written by AI, Google’s gonna go, I don’t trust you. You just broke the t and trust in the EAT algorithm. But if you got the AI to build an outline for a great article, and then you wrote in some content and asked it to help you refresh it. You brought in Grammarly AI to help you fix the grammar. And when you’re all done, you ran this great 1500 word multistep article with, you know, with the table of contents at the top and a summary first, key points, and a summary, and then great content and all that kind of stuff on your website, teaching somebody or helping somebody with how to care for Persian area rugs properly. Right? That’s answering one of the questions or 3 or 4 of the topical questions that they ask that are related that link to the per the Persian or area rug cleaning page.

John Clendenning [00:42:33]:
Right? Topical authority pillar page. This is topical authority cluster content that links up 2 or 3 concepts on that one article, 1500 words, and Google you run it through, AI detector and it says 5% AI. You’ve just got some trust from Google because you’re the you have the experience. How do you know that? Well, you’ve got your, you know, wool safe certificate and you got a link to that. You’ve got, on your author’s page. You’ve got, you know, you’ve gone through courses. You got IRC history training. You’ve got the expertise.

John Clendenning [00:43:04]:
Your your your, Facebook, your Instagram, your LinkedIn profiles show that you’re a subject matter on this stuff. You’ve written in other publications perhaps or, you you know, think about it. You’re just you’re a carpet cleaner. Think about the different ways you can do that. I used to write not because of this, but to grow my business. I had a column in 3, 4 different local newspapers in my twenties, ask the expert, and I was the expert on carpet care and home and and allergies and indoor air quality. They got me to write a couple hundred words every month. And, interestingly, when I got the ask the ex ask the expert column in another paper and another paper because I reached around.

John Clendenning [00:43:45]:
Some of them I had to pay for. Some of them I just became the expert because I reached out to the the editors and the reporters and stuff like that. I had a whole history of articles I’d already written for the other paper. I only had to write them once to stay one ahead. I became the the expert. How much how much how many jobs did I get from that? Lots. I don’t know. I wasn’t in the truck.

John Clendenning [00:44:09]:
We got lots of phone calls. Heather in the office answered them, booked them in. I worried about growing the company. Right? So improving your EAT. You wanna showcase your firsthand experience everywhere you can. Happy client stories, project stories, all over social media, all over your website, all over your Google Map, Google Maps posts. You wanna do posts, you wanna do images, you everywhere you possibly can that Google’s gonna catch. Your expertise, display your competency.

John Clendenning [00:44:36]:
Again, that is your certificates. And, you know, if you’re on the IRCRC website, if you’re a member of the ISSA, good shout out, Jeff Cross. Join the ISSA, be part of associations, and then put those links on your website in your author’s bio. Every article should be authored by you. Right? You want your authority. Right? So you wanna exhibit your authority and your authoritativeness, and you wanna all of that be able to be seen as trustworthy by not spamming and scamming. That was number 1. Lot a lot packed in there.

John Clendenning [00:45:13]:
Number 2, human expertise is required even with AI assisted content. We talked about that. You wanna craft a content strategy that reflects your brand voice. What is your brand voice? Well, the foundation of building any company, this is from our coaching 101, compelling sales proposition, risk reversal guarantee that is so shocking your competitors wouldn’t even consider keeping up because it stands out as a marketing message. That’s the only reason why you need to be shocking. You wanna be able to have your founder’s story, origin story, what you’re all about and why you’re different. If you can’t stand out, you’re a commodity. Sorry.

John Clendenning [00:45:50]:
Race to the bottom, lowest price, or nobody has a reason to choose you. You think this stuff through and be a little bit more strategic, your business doubles then doubles again. Okay? And the final one is impactful brand messaging. What is your brand voice? That will determine your your logos, maybe time to upgrade your logo and your brand and do a brand refresh in the marketplace. Coke’s done it. Pepsi’s done it. You know, everybody’s done it. Maybe it’s time for a brand refresh.

John Clendenning [00:46:15]:
Maybe the sketch that your your cousin’s 9 year old daughter did for you, your niece, I guess, that no. Cousin’s like, once removed, I guess that is. I don’t yeah. Anyways, whatever layer that is, maybe that person drew a schedule. I should make that my logo. Maybe you shouldn’t anymore because you wanna have a brand and a brand voice that that resonates with your ideal target audience. Who is that? Right? You can have a couple of them commercial, residential, but who is your ideal target audience really? Right? If you do 70, 80% residential and the ideal client should pay you, you know, $1,000 a year, maybe $500 per visit, and you’re there twice a year because upholstery one time and, carpets the next, tile, wood floor, whatever you do. Right? So you’re getting a $1,000 per customer.

John Clendenning [00:46:57]:
You only need a 1,000 customers then. Two trucks on the road to generate a $1,000,000 business as we talked about. So if that is your ideal customer, what does your brand say to them? Can you say in a tagline, are we risk reversal guarantee and a logo, and a look of your van, and your your door hangers, and your yard signs, and all who you are and what you represent? If that is very, very clear, right, that helps content your your content strategy. You now know that cart before the horse, and now you can use AI to help you build a content briefs around that. Combine AI generated drafts with human storytelling to create engaging authentic content. Are you telling stories of customers on your pillar pages, on your, secondary topical authority pages leading up to that? Oh, that reminds me of this customer I did when we when we were cleaning their area rug. There is no AI in the planet that’s gonna write that. You write that in, not only does Google pick it up, people are engaged when they read it.

John Clendenning [00:48:01]:
Somebody again, that’s 70 73 percent of people that go to Google Maps or the organic, and about 50, 45 45 to 50% of them actually go to the organic, and they’re reading about how to care for their their Persian rug. Is the winter the best time? Is the winter or spring or summer the best time to clean you know, have my my Persian rugs cleaned? Right? Those are questions that people ask. You write, you know what? We get asked this question a lot. Here, let me right? So you got AI helping you, but you’re writing the content as well. Or you hire a team that knows how to write in your industry that aren’t web 360.com or you name it, you know, all that kind of stuff that are a bunch of, you know, lovely people but have never worked in the cleaning industry and have no clue. They’re guessing. Don’t hire guessers. Anyways, use AI to, you know, to suggest on page SEO optimization, but have the human experts who have years years years of SEO experience to go, that one’s way old school.

John Clendenning [00:48:58]:
No. AI hallucinated there, but, yeah, these things are pretty good points. We can do a couple of these changes, but not that one or not those 3. Right? So you want suggestions, but not the final decision. And implement interlinking strategies using AI. Like, again, have AI do a whole crawl of your whole site. There’s tools and ways to do that. Download reports, all that kind of stuff, and then run them through really, really well written prompts.

John Clendenning [00:49:23]:
There’s a reason why people that know how to prompt AI well. It’s a whole job class called prompt engineering, and they’re getting starting salaries of $300,000 a year because they’ve learned how to think in a conversational communication level, and they’ve got 5, 6, 7, 10 different frameworks to to talk to the AI because all AI is a large language model. It is just a call and answer, call and answer. It just happens to be really fast at it. So you have to know how to call properly for it to answer properly. You know, garbage in, garbage out as they say. So you wanna be able to, you know, ask the right questions, run the right prompts, get a report, make the determine which ones are the right changes. But you do that, AI can help.

John Clendenning [00:50:06]:
Entity SEO and local presence optimization. So your business is an entity. Google actually cares about brands and entities more than they ever have before. So you wanna establish your brand online everywhere. So, again, that is making sure that some people go, John, do we still need to have, like, you know, you you tell me that I’m in 4 directories and I need to be in, like, 200. Yep. Of the right ones, some national, some local, some niche specific, your brand needs to be found by people and by the search engines and by the bots so that they know that you’re an entity, and that’s part of your entity SEO. So you need to do that.

John Clendenning [00:50:47]:
You don’t do that. Your competitors do that. They’re ahead of you. They’ve just they’re just a little bit farther ahead. Right? And again, the whole the whole game is outrun the bear. You’re you and your friends in the woods, bear shows up. Come on, John. Start running.

John Clendenning [00:50:58]:
I bend over and tie my shoes. No, John. Start running. You’re gonna get eaten by the bear. You know, why are you tying your shoes? Because I don’t have to outrun the bear. I just have to outrun you. Don’t wanna trip on my shoelaces. Right? So, again, same idea.

John Clendenning [00:51:10]:
You wanna make sure that your entity is standing up more than the other people over time. Right? So you wanna implement schema markup. What’s that? Fancy word of saying the code that Google reads. Right? So it defines your business, defines your organization, defines your services. There is oh, you Yulee, my director of SEO, is gonna hate me if I get this wrong. I think there’s 12, maybe 15. Anyways, I’m a yeah. He’s gonna tell me tomorrow.

John Clendenning [00:51:39]:
Anyways, that schema markups that you need on any local website. There’s lots of schema you don’t need, but there is schema markups to help Google read your site. Review schema is another one or ratings. Authorship schema is another one. Again, somewhere around 12 or 15 that you should be using throughout your entire website. FAQ schema, you know, it keeps coming to me. Anyways, you wanna make sure you have them on the right pages in the right places so that Google I know what your site’s about. We audit websites all the time as I tell you.

John Clendenning [00:52:11]:
Most websites we audit do not have schema done properly. If they do, they might have organization schema. Might. That’s about less than half the websites we audit, even from guys that have paid 1,000 and 1,000 of dollars to SEO companies, maybe tens of 1,000 of dollars over years. Missed the basics. Create and optimize the about us page. Clearly define your entity. Your about us page has become more important now than it ever was.

John Clendenning [00:52:37]:
It used to be this dead page nobody went to. All of our clients’ websites, it’s actually one of the the second most traffic page on the website because of the way we build it, because of the way we promote it on the home page, all of that kind of stuff. People should wanna learn about you, and then when they do, it should be a very specific thing about your entity. Right? So you wanna make sure that it clearly finds your business and links to your relevant external sources. Your author schema, as we talked about, every blog post, not necessarily your filler pages, they’re just like your carpet cleaning, your upholstery cleaning, your tile cleaning, your whatever else you do, window cleaning pages. Right? They need to have they they need to have their service scheme on it, and your locals your local service area pages need to have their right correct scheme on it. But your author is for your your layer twos, your layer threes, your different tiers. So your authorship schema is actually meant for your topical cluster pages and your blog posts and stuff like that.

John Clendenning [00:53:29]:
Who authored that? You should have that built right into your your your theme if you’re using WordPress or whatever. That’s why Wix and Weebly’s and these and and, you know, these other instant website building things. You know? Oh, you can fire up a website now in no time. Can you? Yeah. You can. It looks pretty. I can make a brochure pretty quickly in Canva too. Did it sell anything? I don’t know.

John Clendenning [00:53:51]:
Some of the best brochures or or postcards and door hangers I’ve had look handwritten. The best ones I get when I I collect, really good marketing, and if they’re running it again and again and again and again, it’s because it worked. Right? Sometimes they even reach out to the market and go, dude, well done. How well is this working for you? Right? The best aren’t pretty. They cut through the clutter, and they’re a little bit ugly as well, just so you know. But so you wanna make sure that the author at the bottom of a authorship page is, again, lots of content, well written, linking back to a great pillar page, and that the author of that that secondary and third layer content, tier 2, tier 3 content, in the topical authority cluster is actually linking to an author’s page. You got an author’s bio or snippet. Right? And then it links to the author’s bio full bio page where you’re establishing yourself as an authority.

John Clendenning [00:54:50]:
And you wanna leverage that structured data, local citations, backlinks from reputable local sources to connect your business entity with local events, services, community involvement. Think about this for a minute. Do you think Google cares if you went and flipped hamburgers or hot dogs or or or, pancakes at the local, you know, charity barbecue? They don’t even know. Do they care if you actually got a link on the website from that to your business? I’m not saying go do it because of that. Go do it to be a great person, but wear your uniform, your work uniform. Wear your hat. Talk about your business to the guys beside you that own other businesses because now you built some referral partners. Have people go, oh, you’re the guys that run that carpet cleaning company.

John Clendenning [00:55:36]:
Yeah, man. That’s it. Here’s here’s one of our technicians. There’s the office girl, Janice, if you call us. Anyways, how would you like your pancakes? Like, what would you like on them? Would you like some sausage with that? But make sure that you’re also got a link on the website. Community involvement, local events, survey, all that kind of stuff. Linking back to your website because that is creating entity SEO, and it’s just good for business. So user experience in Core Web Vitals.

John Clendenning [00:56:04]:
Page speed counts. Do not have a slow site, and make sure you know how it how fast it loads. It’s how fast it loads to first paint. Right? The largest content content full paint, big word right there. Well, ultimately, what you want to do is make sure that your first content full paint is very fast, and you want to make sure that your first input delay, when they click a button, how long does it take for it to show the next page or the thing pop up or whatever things like that as well. You wanna make sure that you’ve got speed on your page, not only on on desktop, because as I was saying earlier yeah. Do people use mobile? Sure. They do.

John Clendenning [00:56:39]:
But people that wanna read bounce off of mobile to desktop devices. They start their search on mobile and they extend it back at home or back at the office to get a better user experience in a lot of cases. So when you check the data in Google, in your Google Analytics, you’ll notice that more than half your traffic or at least half your traffic come to your website comes on desktop devices. Some of that might be the same person twice. Looked it up quickly while waiting in line or at the doctor’s office, went back, did the deeper dive, read what they wanted to, and go, ah, these guys seem good. Right? Because you got a great website that tells the right story. Use authentic images and videos of your team, your projects, your local area to build trust, enhance local relevance. This is also conversion principle.

John Clendenning [00:57:27]:
If you’ve got babies lying on carpets and dogs and families sitting on couches, and that’s to represent you, And you don’t have your van, your team, what you do, the customers, you the owner standing with a big check-in front of a cost you know, a charity thing or a customer who just won the whole home of cleaning and all that or your your crew in front of a local monument in the one town over. Right? Well, hey. We just wrapped up a job around the corner from, you know, I don’t know. Say you’re in Manhattan and you Central Park. Right? Whatever. What is that thing? What is the clock tower in your area? What is, like, those kinds of things. Right? That builds local relevance on your service area pages, on your homepage, in your stories, in your blogs, all of that kind of stuff. So use that.

John Clendenning [00:58:13]:
When you when somebody comes to your website, welcome them with a video. When they go to your carpet cleaning page, welcome them with a video. Anything you can that makes it more authentic is also gonna help the user experience because they’ll stay longer. The longer they stay, the faster it loads becomes core web vitals that Google, oh, these guys are gonna rank higher. And it’s just good for business. Share client stories and testimonials to promote social proof. See, I said testimonials are not reviews. So we did a training on this recently, one of our master classes on reputation marketing.

John Clendenning [00:58:45]:
And I I I coined the phrase trust engineering. You wanna engineer trust. And you don’t engineer trust by going, oh, please, sir, please, sir, give me a review. Please, please, please, sir. Right? That’s a handout. Right? So you don’t wanna be the guy that’s always asking give, give, give. Right? When you say to somebody, the office is gonna follow-up with a survey. You’re gonna be entered into our survey contest to win a $50 Amazon gift certificate, a dinner out at the keg for you and your wife, whatever.

John Clendenning [00:59:11]:
And mind you, we don’t do 1,000 of clients a month. So, you know, your odds are winning are pretty good, but we’d really love you to fill out that feedback. And when you do, can you mind mentioning my name? Because I get brownie points back at the office. Right? You teach them that they’re gonna get a a a survey by text and email. Then they get the survey by text and email, and they fill out a few questions and they answer a survey and you take that, and they have to tell us about the experience they had with your company. They fill a few boxes. They tell about the experience. It’s all internal.

John Clendenning [00:59:36]:
It’s all private. 60, 70% of your clients will fill that out if they’re asked correctly, and they don’t need to be incentivized to do it because people like to help. As soon as you say, can you give me a review? It feels entirely different. There that that person has helped the person that gives you the feedback, good, bad, or ugly, knows that it is going to help grow the company, and their next experience with you could even be better. When they write a review, they’re just doing you a favor. Right? They don’t have to do that, and that’s why it’s about 10% of your customers unless you are a little shady and, oh, I’ll give you a deal if you give me a review. Right? Which is if any of those people turn out to be Google local service guides and blow the whistle on you, you’re in trouble because it’s against Google’s terms of service. Right? So you ultimately wanna make sure that if you ask for feedback and then on the back end of the feedback, say, hey.

John Clendenning [01:00:25]:
Thanks so much for the feedback. Really appreciate it. If you don’t mind, as a favor, you can go into any of these platforms, Google, Facebook, Yelp, Better Business Bureau, all of them, and and leave your comments there. Any ones that you have a log in to, that would be really helpful for the next person who looks online about us. Right? But you’re gonna take that testimonial because you’re gonna get way more of those in reviews, and you’re gonna share them everywhere on your website, on your social media, on your Google Maps listing as posts on all your other directory listings. Right? It’s gonna help as well. And on your website, it’s gonna keep people longer, especially when you’re telling client stories. Big one.

John Clendenning [01:01:02]:
Big one. Ensure mobile responsiveness and intuitive navigation to boost your overall user experience. Where do people look? Well, your phone number better be big and huge in the top right hand corner. Why? Because everybody’s eyes go to the top right hand corner to figure out how to contact you. And the first thing the a lot of people do and what you actually wanna do is have them call you. You don’t want a self book button up there. How did you tell them why you’re different? How have you told your story well enough so far that you have a self book button and then you have prices higher than your competition and they’re still willing to book themselves? Or did you just scare them away? Right? Self book buttons work if you’re the lowest price guy in town, and you’re just a commodity. But you also didn’t build a client.

John Clendenning [01:01:44]:
You you had a onetime transactional customer that is gonna find the lowest price guy next time. A client is the person who needs some influence, needs some conversation. So have your phone number. Have a form for them to fill out so that you can call them back because they filled the form out. Have a chat to text so you can start a text conversation with them with the goal of trying to get them off of text and onto the phone. And if not, getting them off the text onto the phone, then you at least know how to sell by chat because it’s a whole different way of selling than influencing by phone. And you wanna influence the conversation with a script on on taking them down the road so that you go from 30% booking of people that have never heard from you heard of you before. Like, this is their first time reaching out to you, to 40%, to 50%.

John Clendenning [01:02:29]:
Try and beat my record of 75, almost 80%. I think we hit 80% a couple times over the years, but 75 was our average across all of our our office girls, because we trained them on scripts, got them good at it, and worked them up to 75% of cold traffic booking with us because of our phone scripts. How do you do that with text? You gotta learn how to to sell by chat. Okay. So here are some of the many ways to increase your speeds. Enable compression. So depending what type of website you have, again, Wix, Weebly, all those kind of stuff, this this becomes a little bit more challenging, but you wanna enable compression of the images of the again, minify the JavaScripts and the HTMLs and all of those. There’s tools that can do this for you.

John Clendenning [01:03:10]:
You might wanna use a CDN. You wanna reduce all of the redirects. You don’t want things jumping all over the place. You wanna remove render blocking JavaScripts. These are some technical terms. So if you don’t know what these mean, talk to your web dev and say, have we done this? You wanna leverage browser caching. So you wanna make sure that if they come back to your website, it’s been cached. It’s not a brand new build, a brand new build, a brand new build.

John Clendenning [01:03:32]:
The only part that changes is the new part. Everything else is cached. You can do that with, CDNs as well, things, like Cloudflare and stuff like that. Right? You wanna improve server response time. So not just the time to first load, but how time how long does it take your server to react? If you’re on a shared hosting with HostGator, that’s entirely different than being on a enterprise level server that costs you 50 to $100 a month because you’ve got your own IP address and an instant spin up like your rack is running. Right? So, those things all count. Use a content distribution network, CDN as I talked about. Again, that’s Cloudflare.

John Clendenning [01:04:08]:
Optimize your images. In today’s day and age, images images oh my god. Images. Images need to be web. What I was trying to get out is is, web p, not not JPEGs, not PNGs, the new version because it’s much, much smaller. It’s far more compressed, so you wanna have those images optimized as well. What else can you change? Right? S and L tactics from 2 years ago, a lot of them are no longer effective. Psychology might be the same, but the tactics are not are different.

John Clendenning [01:04:40]:
It used to be keyword keyword keyword keyword keyword. Google now cares about topics, topical authority clusters. It understands that if you say, hey. I’m looking for I’m looking to, have some linguine tonight. It’s gonna find Italian restaurants near you. It know it knows all of that context, where you are, what your IP address is, what’s near you, and that it’s Italian. All of that’s a topical cluster, not a keyword. The website doesn’t necessarily have to mention linguine, probably should, but it should be a recipe for linguine underneath, their their one of their pages.

John Clendenning [01:05:15]:
Their dining experience, takeout experience, whatever, They should have in their topical authority cluster, topic talking about their their mama’s old recipe that was used in in in creating their their linguine and blah blah blah and and customers’ comments on it, not testimo like, testimonials, but actually throughout you know? And maybe some of those customers were the mayor and whatever else and linking and, you know, on and on and on and on. Right? So that’s how we tie all of the everything we’ve talked about today together. So, hopefully, that starts to make sense. In post panda, penguin, pigeon, hummingbird, and all these other crazy animals that Google comes up with to explain why they’re actually destroying your rankings, it’s all about user experience optimization. UX, they call it. It’s not about stuffing. You don’t you don’t go you know, you don’t mention in your title, your h two, as they call it, your secondary title, your content, you know, 20 times through the content and all this kind of stuff. Carpet cleaning San Diego.

John Clendenning [01:06:15]:
Right? You don’t mention that all over the place like that. It’s peppered in lightly to give the context. It’s put into your schema. It’s put into your meta title and descriptions a little bit, and so is the nuance of that because you understand what topical authority clusters are. And of the clusters, which ones are you gonna add to this this page and what are you gonna add to other pages that relate? Are you gonna do a cannibalization test every few few months, maybe every 6 months or so to see if you’ve created pages that cannibalize against another page? What does that mean? You’ve got 2 pages ranking for the same thing. Google Search Console will help you figure that out, and you wanna make sure that you combine them then in 301 redirect them and stuff like that. There’s a lot involved. When it’s done right, you sell your business for many, many multiples of your annual your your your your your, your monthly or your annual profits.

John Clendenning [01:07:04]:
Right? Many, many multiples. Even as a small 1, 2, 3 truck company because you or somebody that’s you’ve hired, you’re the marketer of your service business. You’ve hired the experts to help you. They have understand all of this stuff. Right? So it requires heavy focus on user experience optimization and technical on-site SEO like we just talked about. So click through rate is key. You wanna make sure that when people see something and they click through, if you don’t get click throughs, Google doesn’t these guys don’t even have the starting point. Right? So, again, if you’re as old as me, you remember maybe if you stayed up at night and watched advertising, you remember a guy by the name of Don Lapree talking about, you can make money with tiny classified ads.

John Clendenning [01:07:45]:
Right? Well, tiny classified ads online in Google is, pay per click. Right? But it’s also down below in the organic title and a few words. That’s all they got to look at. The Internet is tiny classified ads that you get to write the content in and try and generate the click. Back in the day of tiny classified ads, you know, whether it was, you know, to find you know, or to to buy something, sell something, find a partner, you know, whatever the reason for the classified ad section was, and it was pages and pages and pages deep that people went in for different reasons and different stuff and all of that kind of stuff. You wanted to make sure that they paused on it and maybe called you. Whatever the thing was. That’s now in today’s day and age, the click through.

John Clendenning [01:08:28]:
You wanna make sure that your your your page, your title, your description prompts the click, gets them to the page authentically so they don’t go, ah, that was the one I wanted, and bounce. Because you want time on page to be the next most important thing. Got to the page and stayed there. They’ve gotta scroll down. Right? The best place to hide a dead body on the Internet is page 2 of Google. Nobody ever goes there. 2nd best place is the bottom of page 1 because nobody like, less people scroll there. You wanna make sure that your scroll rate is good.

John Clendenning [01:08:59]:
How do you do that? They come to the page, maybe a video, maybe a topic. Hey. Maybe a summary at the top. And then what they’re gonna get below entices them to the next section. The next section. They scroll down. They see some images. Oh, and they’re not they’re not babies lying on carpets.

John Clendenning [01:09:16]:
They’re not they are you and your team actually doing the work. People will stop. Now you’ve moved them down the page. You wanna make sure the bounce rate is something you’re watching very closely. If people come to a page and bounce within seconds, Google notices that and starts demoting you in the rankings. So you wanna make sure they come and stick so that your titles and descriptions and what’s on the page tells the same story. Just like when you’re running pay per click, you wanna make sure your titles and descriptions are clickable for the right client, the right target audience. Right? And then when they land on your landing page, not your website, if you’ve got anybody running pay per click and they’re taking people to your home page or your website, fire them today.

John Clendenning [01:09:58]:
They should be going to dedicated landing pages that they can split test, period. End of story. On that landing page, you wanna make sure that people aren’t bouncing. If they’re bouncing, you’ve got a mismatch somewhere, and you gotta fix that. Same in SEO. You want your entity brand you’re as huge, and Google loves brands. So you wanna make sure you have number of citations, reviews, and relevant links around your brand is is all in the in in locked in. So new SEO formula.

John Clendenning [01:10:27]:
Identify key topics and services that define your business, forming a foundation for the pillar pages. This is just a recap. Create comprehensive pillar pages for each service and each service area supported by content clusters that reinforce your authority and utilize schema markup to enhance your entity recognition. Optimize your website for user experience. Be authentic. Be about them. Understand what causes conversions. Make sure that every time they scroll down, there’s another set of buttons for them to do because they don’t remember where to go.

John Clendenning [01:11:00]:
Treat them as goldfish. They turned around. They forgot everything. Boom. Boom. Boom. Pull them down the page, but give them something to do every single time you do. Make it authentic about you and user experience.

John Clendenning [01:11:11]:
Optimize your site for SEO and on on-site optimization, interlinking the content, all that stuff we’ve talked about. Build your authority off-site. Be authoritative off-site everywhere you possibly can. Have links coming back. Have content. Be a business leader in your local community around cleaning. Be a topical expert around cleaning and home cleaning and carpet cleaning. It’s the craft you chose.

John Clendenning [01:11:41]:
Right? If you’re a hardwood floor, you know, cleaner and refinisher and restore and stuff like that, you follow Courtney Lee. You do all that kind of stuff. Cool. Be an authority on it and then talk about it. Help people with it. Teach them stuff all over the place and have that all of those link back to your website. You now get seen by Google and your local marketplace as the go to. Now your price is not an issue anymore and track your results.

John Clendenning [01:12:09]:
How did people show up? Anything that’s like again, one of the best questions that you can ask when somebody calls on the phone is, you know, the first thing you’re gonna do is what information are you looking for today? Not how can I help you? That’s weak. That is what happens every time you walk into a store, and we’re conditioned to go, I’m just looking. I don’t know. And you’ll find that you’ll get low energy people. Hey. Thanks so much. Great day here at ABC Carpet Cleaning. I’m Janice.

John Clendenning [01:12:35]:
What information can I get for you today? Way better intro. Started the tone off right. Big smile on your face. Starts a friendly conversation. Oh my god. Yeah. I’m looking for this and this. Information is awesome.

John Clendenning [01:12:46]:
I so, so appreciate that. Thanks for getting let me know that. What research have you done on us so far? Now you can track your results because they’re gonna research. Oh, wow. Yeah. Well, I saw your van, then I saw that blah blah blah or none. Done no research on you. Literally, you know, got an ad.

John Clendenning [01:13:03]:
Came across. I typed in Google, and you guys were the first ones that came up. What? That’s some research. Let me tell you. 2 different ways to go down the next part of the conversation, but you can track the results of how they found you. And you can also a great digital marker should be able to show you the, the attribution it’s called. So did somebody come from organic? Did they come from paid click? Did they show up? Did they come back to your website from a different source? Did they come through a couple of different channels? Everybody is being tracked by their their device ID, their ad ID, stuff like that. So if you’re all being tracked anyways, if all all of you the people that show up on your website and stuff like that, let’s take that data and show you how they showed up, how they where the right crowd came in.

John Clendenning [01:13:44]:
Because what we like to do is send that data back to Google, back to Facebook, back to any of these ad sources, and go, hey. By the way, this one turned into a customer. This one turned into a phone call. And they go, okay. We’ll give you more of those. We can’t tell you who that is. That’s privacy, but we know who it is, and we’ll give you more of those. Good marketers teach the algorithms how to give you more of the right people, and that comes from tracking.

John Clendenning [01:14:07]:
Used to be that we talked about keywords. Now we talk about topical authority. So let’s start. Pillar pages, carpet cleaning, upholstery cleaning, tile cleaning, area cleaning in the city or the region that you’re in. Right? Then we’re gonna have the city pages. City, the best, you know, San Antonio’s best carpet cleaner, San Antonio’s best home cleaning service, whatever it is. Right? Neighborhoods, linking up. Local events, linking.

John Clendenning [01:14:32]:
Right? Supporting content cluster pages. Pet odor removal, linking to the carpet cleaning page. Eco friendly cleaning methods, stain removal techniques, seasonal tips, on and on. All the questions people ask about linking to the pages that make the most sense. Then long tear tail variations, emergency carpet cleaning in city. You know, all of those weird topics that people type, those become long tail variations that support your pillar pages. That’s how you build topical authority. On-site optimization.

John Clendenning [01:15:02]:
Right? Good user experience versus SEO. Right? You wanna make sure the user experience is is is as important as the technical SEO. Leverage multimedia to improve time on page, separate pages for each service, create a page for each city and neighborhood, quality content that is well optimized for every page, main keyword in the title, and the h one keywords still matter, but you’ve got because you’re teaching Google something, but you wanna make sure that you have relevant keywords in the h twos and the h threes. You wanna make sure your meta description sells the click. Your meta description is not keyword stuff. It sells the click. Name, address, phone number, we call that your NAP, is in the footer with schema. If you have multiple locations, you know how to do that on location pages versus home page.

John Clendenning [01:15:47]:
You don’t want to confuse Google with 2 or 3 locations on every page, so you want to make sure your schema is only on the right pages. Blog content, client stories, topical authority content going on weekly. Press release and a media room to build relevant authority. If you have a media room on your website, you are the media source for the content that you put out to the to, you know, the the PR content you put on the press releases. You are now an authority in Google’s eyes. So example is, you know, good friend Walter here, one of the people on the one of the early slides an hour and 20 minutes ago, ranks number 1. Number 1. When he came with us, he wasn’t even in the the math pack, didn’t show up anywhere.

John Clendenning [01:16:32]:
Right? We got the truck showing up. He’s on 3 best rated, which is a directory, entity SEO, authority SEO, all of that kind of stuff, all the kinds of stories about all of all of those things, telling stories about we’ve got right below the scroll, we’ve got pictures of Walter and and his cleaning and stuff like that, all tying together around his authority. He’s been in the industry for 25 years or more. Walter, you can remind me. But, yeah, that’s how you become an authority online as much as you are an authority offline. How do you become an authority offline? Because as you do it online to generate growth and respect and reputation in your marketplace, you do it offline as well. Do you stop into every single flooring store once a month, bring them coffee, bring them donuts, chat them up? Do you talk to all the real estate agents, interior designers, maid services if you’re not a maid service? Window cleaners and the on a like, are you found to be the authority locally? Do you give a presentation every now and then? I know it sucks. Public speaking, the number one fear.

John Clendenning [01:17:32]:
I am an terribly shy, shy, shy kid, so I had to put on an act. When I did my speeches in front of the chamber and in front of, real estate agents, the first 5 or 10 times, terrible. Right? But can you teach something? Do you know something they don’t know? Teach them. Teach them. What is it that they need to know from you? Teach them that thing. That’s all you have to do is go in and teach them something. So right? Off page SEO claim and optimize your Google My Business listing a 100%, like optimize it a 100%. Don’t claim it a 100%.

John Clendenning [01:18:05]:
You either claim it or you don’t. Optimize a 100%. Respond to all Google reviews. Respond to all Google reviews. Hey. Let me say that one more time. Respond to all Google reviews and create Google posts regularly. We say 3, 5, 7 a week.

John Clendenning [01:18:18]:
We do at least 5 a week for our clients. Google Post, well written optimized content that links to the website, links to other directory listings that is really, really intentional, that teaches Google what you’re all about as well. But you gotta be responding to all reviews, good, bad, and ugly. Build lots of high quality business citations and make sure that you have your name, address, and phone are consistent phone number consistent across all of them. Oops. Build lots of real reviews coming in consistency consistently. So your review volume doesn’t matter as much as your review velocity. It doesn’t matter if you have 500 reviews, if your competitors that are beating you, all things being equal, everything else being equal, and they get 3 or 4 a week and you get 3 or 4 a month, They win.

John Clendenning [01:19:07]:
So and in the the court of public opinion, the public cares about how you did last week, 2 weeks ago, and the last 2 months. They don’t care how well you were 3 years ago. What if you’ve gotten rid of all those technicians? I don’t really care. How are you now? That is the important part. And build authoritative and relevant links back to your website. Authoritative and relevant links back to your website. So what does that look like? Local niche and national citations build links back to your website. Guest blogs.

John Clendenning [01:19:34]:
Right? Is there anybody locally that you can you can, you know, create a guest blog for? That’s definitely worth looking into. Industry associations create links back to your website. Local business groups, charity events, press releases, vendor links, you know, all of those things. If you’re, you know, are you sponsoring something? Ask if there is or a link on the on the website about that? Back to your website. All of that counts. Claim and verify your Google Maps listing. We talked about that. No spam in the company name.

John Clendenning [01:20:05]:
Do not add words that you cannot justify. If the you know, if if Google asks you for a business license that proves that’s your name, if you can’t submit that, you are suspended, and you may be kicked out of the the algorithm permanently. Lots of online reviews, keyword in the title tag, Brantford carpet cleaning or some variation in the title tag of your, website that links back to your Google Maps listing, build a website with lots of content, lots of citations. Again, name, address, phone number on other directories around the web helps your Google Maps listing. Solid link profile across the web consistent with consistent SEO and lots of authority links back to your Google listing as well, back to your Google posts, back to the images on your Google, like updating new images, all that kind of stuff. Just go nuts because all of that’s gonna help, but it ties your website and your Google Maps listing are both two sides of your your local SEO. So you gotta be both of them have to play in the same sandbox. So takeaways, what did you learn today? Any of this any good? You think if you did this well and consistently or hired some people that knew how to do this, that your business would double and then double again? Maybe not in a month.

John Clendenning [01:21:17]:
Maybe not in 3 months. But within 3 to 6 months, your Google Maps should be ranking much better, and you should be getting more phone calls enough to pay for the SEO that you’re paying for, at least to break even. At least. Right? Takes time. From 6 months to 9 months to a year, your SEO should now be doubling and tripling that. Cost doesn’t go up, but your your your results go up. And now it starts to come back compound and snowball. Maybe you want more content and go bigger and wider and a little bit faster, and then you so you up your SEO spend.

John Clendenning [01:21:52]:
You you you get more content going. You get you get more stuff in the marketplace because now you realize the value of it and you let it percolate up. So, yeah, it is it is a growth thing. And but, again, you don’t have to keep spending more and more and more. You want to you wanna kind of expand and then just continue to add. Right? So you you wanna add because as soon as you stop, you are starting to fall behind. You’re starting to decay. Google goes, oh, the most recent content that links to anything is, like, a month old, 6 months old, a year old.

John Clendenning [01:22:27]:
And it actually affects you start demoting your rankings. And it kinda goes like this. It’s like rising tide lifts all ships, starts to come down, starts to come down, but there’s this tailwind behind you that’s starting to fade. Your boat’s still floating pretty fast. All of a sudden, it hits the inertia of the and the friction of the water. It goes and what we see is, like, 6, 9, 12 months, sometimes as long as 12 months, more often 6 or 9 months of stopping a marketing program. You go you you you your results drop in half or or sometimes way more than that, 75% drop, and it’s gonna take another year or 2 to get back again because you lost the momentum. Alright.

John Clendenning [01:23:04]:
Set up a great website. Get your keywords and geo modifiers, use, con you know, use unique content on every page, leverage multimedia, get online reviews, build your citations, post updated content on an ongoing basis, build those links, and leverage paid search to identify high converting keywords. Didn’t really get into that. It’s kinda just threw it up here at the end of the, sort of other takeaways, leveraging, like, use paid ads and find out what one what what keywords generate the most amount of of what people are searching for that they stop at the paid ads first for and create lots of SEO content around that as well. That’s another way to pay your way into the market. Get it up here, but know that that’s only a small part of the crowd. Let’s get the rest of them down here because that worked. It’s another really, really good, identifier.

John Clendenning [01:23:50]:
So top 3 SEO initiatives you’re gonna implement to hit your goals. Right? Do you know what your goals are? How are you gonna hit your goals? If you wanna double your business in the next 12 months, SEO has gotta be a part of it. Paid ads has gotta be a part of it. Local outreach has gotta be a part of it. Building a client experience has gotta be a part of it. You’ve gotta start do leveling up on all of these things so that your visibility is is is way stronger. Your authority is way stronger. Your brand is way stronger.

John Clendenning [01:24:19]:
Brand authority visibility. Growth like crazy. We call that our digital dominance method. Oh, look. Brand, authority, visibility. Get this right. Understand each one of these things. There’s a whole thing on our website about this.

John Clendenning [01:24:34]:
You can read up on it, how it works, and you can go through each one of these. But you get this right, and then you just keep circling around and circling around and circling around and getting good, better, better, better, best, best, best, best, best, best, best, best, best, best, best, best. Sell it or buy more businesses and do it again. Be you know, if that’s your goal. Or if you wanna be 1 guy at a truck, become the most the the the most expensive cleaner in town, buy property, build your nest egg that way. What is your goal? Right? You’re in business for a reason. You’re not a technician or you’re gonna work for somebody else. So if you’d like help creating a larger than life appearance online, wanna become the best known cleaner, you’re invited to hop on my schedule, carpet cleanermarketmaster.com/schedule.

John Clendenning [01:25:22]:
You’re gonna fill out a quick little survey. Depending on where you are in your business right now, you’re gonna talk to one of our team members, usually Krisha who’s on here, but, Harvey is another fellow on the team. You’re gonna talk to somebody on the team, and we’re just gonna ask you to have a chat about your business. Just friendly. Tell us a little bit about it. What are you looking to do? Where are you from? All that kind of stuff. Our research team is gonna do a whole bunch of research. Right? As long as we’ve got an opening to fit my schedule, and you and I will have a chat.

John Clendenning [01:25:46]:
We’ll talk for an hour. Sometimes a little bit longer. Right? If you wanna know what we’re gonna talk about, go to this page. Scroll to the bottom. You’ll see other people that have that conversation and what they thought of it. Go look at those guys. Right? Go look at some of our clients and the results. Right? This doesn’t mean we’re gonna work together.

John Clendenning [01:26:02]:
We don’t always choose everybody. We’re picky. You might wanna go down a different road, but it’s all valuable free information like this just about your business. We do a gap analysis, find out where you are, where your competitors are, what the gaps are in a whole range of all of those poles in the water, and then we give you a plan to close the gap, an implementation plan. So if that sounds good, go to corporate marketingmasters.com/schedule. We’d love to have a chat with you. With that said, I hope you found some value in this. I hope there was some light bulbs that went off.

John Clendenning [01:26:34]:
I hope you understand what business is all about. I’m sure you know some of it and maybe you know a lot of it. But if you’re constantly a student of the game, this is important to you. If you’re constantly a student of the game, what books you’re reading, what books you’re listening to, what podcasts you’re listening to is important as well as we talk about all the time. You are a student of the game and the student of life, and you’re elevating yourself up the ladder. Right? So this is just another piece of that. So hopefully, in that framework, you found some value in this. And thanks so much everybody.

John Clendenning [01:27:02]:
Take care. If you know anybody that you could share this with, definitely share it out with them. Anybody who needs some help in their business, and also if you’re not a member of our carpet cleaner marketing secrets group, Facebook group, reach out to us. Go check on social media. There’s lots of different ways, links that we’ve got to get into that group. You’ll call you apply for it, and we let you we we let you in. It’s a very private group only for cleaning business owners. So, anyways, if that sounds good, join us as well.

John Clendenning [01:27:28]:
We’d love to have you there. And until next time, take care. Thanks, and happy marketing.