EnergyCircleRESNETpres0211
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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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EnergyCircleRESNETpres0211 Presentation Transcript

  • 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