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The second half of the Nudging Homeowners into Action workshop by Aaron Goldfeder of Energy Savvy and Peter Troast of Energy Circle. This is my portion--4 proven internet marketing ideas for energy …

The second half of the Nudging Homeowners into Action workshop by Aaron Goldfeder of Energy Savvy and Peter Troast of Energy Circle. This is my portion--4 proven internet marketing ideas for energy raters and auditors, home performance contractors, single measure contractors and other energy efficiency professionals.

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    • 1. Peter Troast Founder/CEO of Energy Circle and Energy Circle PRO Internet geek, student of marketing, SEO & social media, dad, husband, skier, organic heirloom apple hack, flailer of fly lines CFM of my house pre-retrofit: 3442 CFM of my house post-retrofit: 2200 Fuel Oil Consumption pre-retrofit: 110 gallons/month Fuel Oil Consumption post-retrofit: 59 gallons/month Number of Electricity Monitors Measuring My House: 5 Our Electric Use Reduction Since Monitoring Started: 29-50% December 2008 : $218.94 / 1377 kwh December 2009 : $ 123.86 / 779 kwh December 2010 : $ 108.44 / 682 kwh Followers on Twitter: 3237 !"# RESNET 11 1Friday, March 4, 2011
    • 2. #6 Fish Where They Are aka Understanding Keyword Volume !"# RESNET 11 2Friday, March 4, 2011
    • 3. Understanding Keyword Volumes Energy Rating 9900 Energy Assessment 3600 Energy Audit 49500 Energy Evaluation 1600 Energy Auditor 6600 Energy Auditing 1600 0 10000 20000 30000 40000 50000 Data from Google External Keyword Tool on 3.3.11 !"# RESNET 11 3Friday, March 4, 2011
    • 4. Understanding Keyword Volumes home energy 110000 solar energy 368000 renewable energy 246000 wind power 301000 energy efficiency 110000 home performance 8100 0 80000 160000 240000 320000 400000 Data from Google External Keyword Tool on 3.3.11 !"# RESNET 11 4Friday, March 4, 2011
    • 5. Understanding Keyword Volumes Energy Star Homes 9900 Energy Efficient Homes 8100 Green Building 110000 Net Zero Homes 3600 Passive House 12100 LEED Homes 4400 0 30000 60000 90000 120000 150000 Data from Google External Keyword Tool on 3.3.11 !"# RESNET 11 5Friday, March 4, 2011
    • 6. Understanding Keyword Volumes duct sealing 5400 air sealing 3600 foam insulation 165000 cellulose insulation 22200 radiant barrier 33100 window replacement 165000 0 40000 80000 120000 160000 200000 Data from Google External Keyword Tool on 3.3.11 !"# RESNET 11 6Friday, March 4, 2011
    • 7. Understanding Keyword Volumes home performance 8100 energy retrofit 4400 weatherization 49500 green remodeling 2400 energy saving improvements 320 deep energy retrofit 320 0 10000 20000 30000 40000 50000 Data from Google External Keyword Tool on 3.3.11 !"# RESNET 11 7Friday, March 4, 2011
    • 8. Google External Keyword Tool https://adwords.google.com/select/KeywordToolExternal !"# RESNET 11 8Friday, March 4, 2011
    • 9. Keyword Research Takeaways • Learn to love the keyword tool • Keyword volume is a proxy for the mindset of the consumer • Keyword data is one point in time--not where the world has been or where it is going • Beware the “mile wide and inch deep” tendency • To start, focus on 5-10 terms, and concentrate on 1-3 • Remember that your searches will likely be localized-- “Energy Audits, Topeka” • Meta keywords don’t matter anymore (except to your competitors) !"# RESNET 11 9Friday, March 4, 2011
    • 10. #7 Ignore the Snake Oil Salesmen aka Learn a little SEO (Search Engine Optimization) !"# RESNET 11 10Friday, March 4, 2011
    • 11. What is SEO? Search engine optimization (SEO) is the process of improving the visibility of a website or web page in search engines via the "natural" or un-paid (“organic” or "algorithmic") search results. !"# RESNET 11 11Friday, March 4, 2011
    • 12. Sorting Through the BS www.seomoz.org !"# RESNET 11 12Friday, March 4, 2011
    • 13. Where to Focus 1. Incoming Links 2. Titles and Descriptions 3. Fresh Content with Smart Keywords !"# RESNET 11 13Friday, March 4, 2011
    • 14. Titles and Descriptions The Good The Bad The Ugly !"# RESNET 11 14Friday, March 4, 2011
    • 15. Best Practices--Titles & Desc. Titles Search Engine Imposed Limits Less than 70 characters Optimal Format Primary Keyword - Secondary Keyword | Brand Name | Location or Brand Name | Primary Keyword and Secondary Keyword | Location Descriptions Search Engine Imposed Limits Less than 156 characters Optimal Format Write for humans first Smart use of keywords Unique to page/Relevant to content Thanks to SEOMoz !"# RESNET 11 15Friday, March 4, 2011
    • 16. Cool Tools--Title & Description Energy Circle PRO SEO MOFO www.seomofo.com !"# RESNET 11 16Friday, March 4, 2011
    • 17. #8 Does your About Us page suck? aka: the most important page on your website !"# RESNET 11 17Friday, March 4, 2011
    • 18. From Home to Where? Dominant Traffic Flow Home Page --> About Us Home Page --> Services !"# DATE 18Friday, March 4, 2011
    • 19. A Good About Us Page • Use Photos • Be Personal • Share your Business Philosophy • Show off your Credentials • Demonstrate your Community Commitment http://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses !"# RESNET 11 19Friday, March 4, 2011
    • 20. Friday, March 4, 2011
    • 21. #9 Get Listed aka: the easiest and most important link building for local biz !"# RESNET 11 21Friday, March 4, 2011
    • 22. Just a Few Good Listings Google Places Kudzu https://register.kudzu.com/packageSelect.do http://places.google.com/business Yahoo! Local DMOZ http://local.yahoo.com/ http://www.dmoz.org/public/suggest Bing Local Energy Conservatory https://ssl.bing.com/listings/ListingCenter.aspx http://energyconservatory.com/contractors/ contractors2.htm Ask.com Local http://city.ask.com/ - this is in Beta Manta http://www.manta.com/profile/my-companies/ Green Home Guide select?rl=http://www.manta.com/cr/mvrjhk3/1st- http://greenhomeguide.com/apply restoration&add_driver=company%20page-bar- header HotFrog http://www.hotfrog.com/ Best of the Web http://local.botw.org/helpcenter/ YELP getlistedorg.aspx http://www.yelp.com/ !"# RESNET 11 22Friday, March 4, 2011
    • 23. GetListed.org !"# RESNET 11 23Friday, March 4, 2011
    • 24. Contact Peter Troast Energy Circle PRO 207.865.3400 ptroast@energycircle.com Twitter: @EnergyCircle LinkedIn: http://www.linkedin.com/in/petertroast Energy Circle PRO Blog: www.energycircle.com/pro/blog !"# DATE 24Friday, March 4, 2011

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