How Home Performance Contractors, Auditors, Raters and others can leverage internet marketing to drive their business. SEO, social media, Facebook. Google+, keyword data, more.
This document discusses a loyalty program called Topguest that transforms social engagement on mobile devices into rewards points for members. Topguest tracks geolocated social actions like check-ins, captures additional member data with permissions, and sends personalized response messages and offers to members in real-time. This increases brand impressions and engagement. Topguest provides a turn-key social loyalty platform and infrastructure to partners, with pricing based on member tiers and response messaging. Key learnings from Topguest show that rewarding social actions, personalized response messages, and a multi-network approach are effective for engagement and lead generation.
The document summarizes a workshop on using Twitter effectively for home energy auditing businesses. It discusses Twitter demographics and surveys of energy professionals using Twitter. The surveys found that professionals highly value Twitter for building their reputation, networking nationally and locally, and staying updated on industry news and information. Case studies are presented of energy auditors who have found Twitter useful for generating business leads and engaging with clients.
The Case Against School Consolidation in Freeport MaineEnergy Circle
This document discusses concerns with a school consolidation plan between Freeport and surrounding towns. It notes that under the current system Freeport pays disproportionately more than other towns despite changes in enrollment. It also argues that building a larger high school to accommodate all towns would not be supported by the state and Freeport would take on most of the costs. The document advocates exploring alternative organizational structures that could maximize efficiencies between towns while ensuring fair funding and local control for communities. It calls for developing a better solution using the full time period allowed that builds a new budget from scratch, listens to public input, and creates a partnership with shared opportunities and expenses that is fair to students and taxpayers.
10 Google Trends Graphs That Explain Home PerformanceEnergy Circle
Where is the concept of "home performance" in the minds of the general populace, particularly relative to air conditioning, insulation and other terms?
Lead Generation and Internet Marketing for Home Performance at #ACICA13Energy Circle
The document summarizes Peter Troast's presentation on lead generation and internet marketing tactics for home performance contractors. The presentation covered evaluating various marketing options based on their effectiveness, budget, and resources required. It discussed understanding key aspects of web search like context, authority, and social signals. It emphasized the importance of local search and optimizing profiles on sites like Google+ Local. The presentation also covered analyzing keyword search volumes, understanding the long tail of search terms, and maximizing online reviews and ratings.
Peter troast lipa_marketing_bootcamp_slidesEnergy Circle
The document outlines an agenda for a one-day marketing bootcamp sponsored by LIPA for energy efficiency contractors, covering topics such as the changing landscape of marketing for contractors, importance of marketing planning, evaluating and selecting marketing tactics, understanding search engine optimization, and building a tactical marketing plan.
Internet Marketing for Home PerformanceEnergy Circle
This document summarizes an Internet marketing presentation given to energy efficiency contractors. It discusses how marketing is shifting from traditional interruption methods to inbound strategies focused on search engine optimization, social media, and content marketing. Specific tactics covered include optimizing the primary website, Google Places listings, social media presence, and creating helpful content targeted at common search queries related to energy efficiency and home performance.
This document discusses a loyalty program called Topguest that transforms social engagement on mobile devices into rewards points for members. Topguest tracks geolocated social actions like check-ins, captures additional member data with permissions, and sends personalized response messages and offers to members in real-time. This increases brand impressions and engagement. Topguest provides a turn-key social loyalty platform and infrastructure to partners, with pricing based on member tiers and response messaging. Key learnings from Topguest show that rewarding social actions, personalized response messages, and a multi-network approach are effective for engagement and lead generation.
The document summarizes a workshop on using Twitter effectively for home energy auditing businesses. It discusses Twitter demographics and surveys of energy professionals using Twitter. The surveys found that professionals highly value Twitter for building their reputation, networking nationally and locally, and staying updated on industry news and information. Case studies are presented of energy auditors who have found Twitter useful for generating business leads and engaging with clients.
The Case Against School Consolidation in Freeport MaineEnergy Circle
This document discusses concerns with a school consolidation plan between Freeport and surrounding towns. It notes that under the current system Freeport pays disproportionately more than other towns despite changes in enrollment. It also argues that building a larger high school to accommodate all towns would not be supported by the state and Freeport would take on most of the costs. The document advocates exploring alternative organizational structures that could maximize efficiencies between towns while ensuring fair funding and local control for communities. It calls for developing a better solution using the full time period allowed that builds a new budget from scratch, listens to public input, and creates a partnership with shared opportunities and expenses that is fair to students and taxpayers.
10 Google Trends Graphs That Explain Home PerformanceEnergy Circle
Where is the concept of "home performance" in the minds of the general populace, particularly relative to air conditioning, insulation and other terms?
Lead Generation and Internet Marketing for Home Performance at #ACICA13Energy Circle
The document summarizes Peter Troast's presentation on lead generation and internet marketing tactics for home performance contractors. The presentation covered evaluating various marketing options based on their effectiveness, budget, and resources required. It discussed understanding key aspects of web search like context, authority, and social signals. It emphasized the importance of local search and optimizing profiles on sites like Google+ Local. The presentation also covered analyzing keyword search volumes, understanding the long tail of search terms, and maximizing online reviews and ratings.
Peter troast lipa_marketing_bootcamp_slidesEnergy Circle
The document outlines an agenda for a one-day marketing bootcamp sponsored by LIPA for energy efficiency contractors, covering topics such as the changing landscape of marketing for contractors, importance of marketing planning, evaluating and selecting marketing tactics, understanding search engine optimization, and building a tactical marketing plan.
Internet Marketing for Home PerformanceEnergy Circle
This document summarizes an Internet marketing presentation given to energy efficiency contractors. It discusses how marketing is shifting from traditional interruption methods to inbound strategies focused on search engine optimization, social media, and content marketing. Specific tactics covered include optimizing the primary website, Google Places listings, social media presence, and creating helpful content targeted at common search queries related to energy efficiency and home performance.
Internet Marketing 101 for Home PerformanceEnergy Circle
This document provides an overview of internet marketing strategies for energy efficiency professionals. It discusses how marketing has changed with the rise of social media and search engines like Google. It emphasizes the importance of organic search optimization and having a strong primary website. The document also provides tips for specific marketing elements like call-to-action buttons, content about services, and search engine optimization best practices. Overall, it encourages energy professionals to embrace new online marketing tactics and shift marketing budgets from older methods to strategies like search engine optimization, social media, and a robust company website.
This document analyzes the valuation of a popular photo sharing website. It assumes a $15 billion valuation for the website based on its revenue and user base at the time. It breaks down the key features of the website and assigns them weights based on their importance. It then estimates the value created per user for each feature, with photos, shared media units, and events estimated to create the most value at over $1 billion each. The total value created per user across all features is estimated to be $225.
The document proposes a social wine app called Wino that allows users to share wine tasting notes and recommendations with friends. It aims to simplify the wine selection and tasting experience. The app would generate revenue through affiliate marketing, paid premium features, sponsored content, and analytics/communication tools for brands. It projects rapid user and revenue growth over 5 years, becoming profitable in year 2. The founding team of 6 people brings combined experience in business development, marketing and app development.
The document outlines the Insight Innovation Platform, which aims to bridge gaps between brands, technology solutions, and the insights industry through knowledge sharing and global collaboration. It establishes events, programs, and online resources to support innovation in market research and insights. Key elements include regional conferences, an insight innovation competition, a vendor knowledge management system, and incubators to support emerging companies. The platform brings together various stakeholders to generate value for all parties.
http://jakelarsen.me/youtube-the-wild-west/
Why YouTube is the Wild West
Go Viral on YouTube
Learn From Case Study's of ZAGG
How To Optimize Your Videos
Created By: Jake Larsen
YouTube Marketing Ambassador
http://JakeLarsen.me
SMX 2013 San Jose
This document summarizes a webinar about using Facebook contests to generate leads, grow databases, and build likes for advertisers. It discusses how Facebook contests can be a major opportunity for advertisers, provides case studies of radio, TV, and newspaper advertisers who saw success, and offers best practices for prospecting clients, planning contests, and promoting them. The webinar emphasizes that Facebook contests can help advertisers make money, acquire new advertisers, and drive key metrics like leads, database growth, and likes.
This document discusses how media companies can generate revenue through Facebook advertiser contests. It provides case studies of radio, TV, and newspaper companies that saw success growing their Facebook likes, databases, and engagement through contests. Best practices are shared such as using sweepstakes, targeting prizes to audiences, and promoting contests through various advertising channels and email. Sample campaign packages tailored for different media are presented, with radio packages starting at $5,000 and TV and newspaper packages at $4,500-5,500. The document encourages media sales teams to leverage Facebook contests to generate new revenue from advertisers.
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This document contains the presentation slides from Tiffany Dasilva's talk on growth hacking through the eyes of an online marketer. Some of the key topics covered include using analytics to understand user behavior and measure goals, developing an understanding of user personas to inform design decisions, and tips for conversion rate optimization like prioritizing usability, testing hypotheses through failure, and continuously learning. The presentation provides insights and strategies for optimizing online marketing efforts and driving growth through data-informed tactics.
What does a data scientist actually do? In this talk I give an overview of the typical day in the life of a data scientist, based on my experiences at Thomson Reuters, Massive//Media (Netlog, Twoo) and Trackuity.
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The 2012 campaign to re-elect U.S. President Barack Obama took data and testing to a new level, not just in the field but in its digital operations as well. The campaign raised over half a billion dollars online, much of which can be traced directly to the rigorous testing and data-driven decision-making that defined the campaign’s culture. This rapid-fire training session will give you an insider’s view of the campaign’s most effective techniques for raising money and mobilizing supporters online, particularly through email. The campaign’s Director of Digital Analytics, Amelia Showalter, will show you how to design experiments that go beyond basic split testing, how to incorporate demographic and behavioral data into your outreach, and how to foster a culture of testing and innovation. Plus, you’ll learn surprising lessons and anecdotes from inside the campaign, with the goal of helping you brainstorm new ways to optimize your own digital operations.
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October 2011 - Keller Williams Realty DTC - Team Meetingmasongoetz
Here is our October 2011 Team Meeting from the lovely Comedy Works in Greenwood Village. Team Leader, Tony Carnesi, breaks down the market, our office performance, and events happening around the office.
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The document provides information about a social media and SEO event hosted by the DMA, including contact details, the agenda, and summaries of two presentations on getting results from social media and SEO. The social media presentation from Bloom Agency discusses identifying influencers on social media platforms like Twitter and LinkedIn, using existing customers to find new customers, and implementing trigger-based communications. The SEO presentation from Latitude Digital Marketing discusses taking a holistic view across different marketing channels and focusing on stories and conversations rather than silos.
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Internet Marketing 101 for Home PerformanceEnergy Circle
This document provides an overview of internet marketing strategies for energy efficiency professionals. It discusses how marketing has changed with the rise of social media and search engines like Google. It emphasizes the importance of organic search optimization and having a strong primary website. The document also provides tips for specific marketing elements like call-to-action buttons, content about services, and search engine optimization best practices. Overall, it encourages energy professionals to embrace new online marketing tactics and shift marketing budgets from older methods to strategies like search engine optimization, social media, and a robust company website.
This document analyzes the valuation of a popular photo sharing website. It assumes a $15 billion valuation for the website based on its revenue and user base at the time. It breaks down the key features of the website and assigns them weights based on their importance. It then estimates the value created per user for each feature, with photos, shared media units, and events estimated to create the most value at over $1 billion each. The total value created per user across all features is estimated to be $225.
The document proposes a social wine app called Wino that allows users to share wine tasting notes and recommendations with friends. It aims to simplify the wine selection and tasting experience. The app would generate revenue through affiliate marketing, paid premium features, sponsored content, and analytics/communication tools for brands. It projects rapid user and revenue growth over 5 years, becoming profitable in year 2. The founding team of 6 people brings combined experience in business development, marketing and app development.
The document outlines the Insight Innovation Platform, which aims to bridge gaps between brands, technology solutions, and the insights industry through knowledge sharing and global collaboration. It establishes events, programs, and online resources to support innovation in market research and insights. Key elements include regional conferences, an insight innovation competition, a vendor knowledge management system, and incubators to support emerging companies. The platform brings together various stakeholders to generate value for all parties.
http://jakelarsen.me/youtube-the-wild-west/
Why YouTube is the Wild West
Go Viral on YouTube
Learn From Case Study's of ZAGG
How To Optimize Your Videos
Created By: Jake Larsen
YouTube Marketing Ambassador
http://JakeLarsen.me
SMX 2013 San Jose
This document summarizes a webinar about using Facebook contests to generate leads, grow databases, and build likes for advertisers. It discusses how Facebook contests can be a major opportunity for advertisers, provides case studies of radio, TV, and newspaper advertisers who saw success, and offers best practices for prospecting clients, planning contests, and promoting them. The webinar emphasizes that Facebook contests can help advertisers make money, acquire new advertisers, and drive key metrics like leads, database growth, and likes.
This document discusses how media companies can generate revenue through Facebook advertiser contests. It provides case studies of radio, TV, and newspaper companies that saw success growing their Facebook likes, databases, and engagement through contests. Best practices are shared such as using sweepstakes, targeting prizes to audiences, and promoting contests through various advertising channels and email. Sample campaign packages tailored for different media are presented, with radio packages starting at $5,000 and TV and newspaper packages at $4,500-5,500. The document encourages media sales teams to leverage Facebook contests to generate new revenue from advertisers.
Do you need a Better Conversion Rate? - Growth Hacking TorontoTiffany daSilva
This document contains the presentation slides from Tiffany Dasilva's talk on growth hacking through the eyes of an online marketer. Some of the key topics covered include using analytics to understand user behavior and measure goals, developing an understanding of user personas to inform design decisions, and tips for conversion rate optimization like prioritizing usability, testing hypotheses through failure, and continuously learning. The presentation provides insights and strategies for optimizing online marketing efforts and driving growth through data-informed tactics.
What does a data scientist actually do? In this talk I give an overview of the typical day in the life of a data scientist, based on my experiences at Thomson Reuters, Massive//Media (Netlog, Twoo) and Trackuity.
Obama 2012: Lessons from a data-driven campaignJess Day
The 2012 campaign to re-elect U.S. President Barack Obama took data and testing to a new level, not just in the field but in its digital operations as well. The campaign raised over half a billion dollars online, much of which can be traced directly to the rigorous testing and data-driven decision-making that defined the campaign’s culture. This rapid-fire training session will give you an insider’s view of the campaign’s most effective techniques for raising money and mobilizing supporters online, particularly through email. The campaign’s Director of Digital Analytics, Amelia Showalter, will show you how to design experiments that go beyond basic split testing, how to incorporate demographic and behavioral data into your outreach, and how to foster a culture of testing and innovation. Plus, you’ll learn surprising lessons and anecdotes from inside the campaign, with the goal of helping you brainstorm new ways to optimize your own digital operations.
This document introduces a new fundraising model called Recycle Buying Power that allows organizations to raise funds through partnerships with businesses offering essential services like energy, internet, and home security. It outlines strategies for organizations to profit when supporters pay bills through the program. Specific objectives include setting up an ongoing fundraising system at no cost by raffling energy saving products and using the funds raised to cover startup expenses and generate ongoing revenue through bill payments. Business and product websites are provided to support marketing and sales.
How Newspapers Can Capitalize on Explosive Online Promotions: 2014 AAN DigitalUpland Second Street
This document discusses 5 proven online promotion opportunities for newspapers: 1) running sponsored contests, 2) running advertiser contests on Facebook, 3) running deals promotions, 4) expanding reader's choice ballots, and 5) running niche ballots. It provides examples of each type of promotion and discusses how they can drive revenue, build email databases, and grow audiences. The document emphasizes that online promotions and email are key opportunities for newspapers to engage readers and boost revenue in the changing media landscape.
October 2011 - Keller Williams Realty DTC - Team Meetingmasongoetz
Here is our October 2011 Team Meeting from the lovely Comedy Works in Greenwood Village. Team Leader, Tony Carnesi, breaks down the market, our office performance, and events happening around the office.
A team project for our capstone course for our bachelor's degree. The plan is based upon an actual business entity. I was responsible for the Company Plan and Financial Plan sections, supported research for the Marketing Plan section, and designed and edited the final.
The document provides information about a social media and SEO event hosted by the DMA, including contact details, the agenda, and summaries of two presentations on getting results from social media and SEO. The social media presentation from Bloom Agency discusses identifying influencers on social media platforms like Twitter and LinkedIn, using existing customers to find new customers, and implementing trigger-based communications. The SEO presentation from Latitude Digital Marketing discusses taking a holistic view across different marketing channels and focusing on stories and conversations rather than silos.
Discover the power of the Dollar-a-Day strategy in our exclusive DigiMarCon Masterclass, designed for marketing managers and digital specialists from B2B companies and agencies. Learn how to maximize your digital marketing impact with minimal budget by leveraging this highly effective approach. Our expert instructor will guide you through a step-by-step process to create, execute, and optimize high-performing campaigns that yield exceptional results without breaking the bank.In this Masterclass, you'll uncover the secrets of targeting niche audiences, harnessing social proof, and amplifying your message with just $1 per day. Gain invaluable insights into selecting the right platforms and content formats to resonate with your audience, driving engagement and conversions. Whether you're a seasoned marketer or a digital specialist looking to sharpen your skills, this Masterclass will equip you with the knowledge and tools to implement the Dollar-a-Day strategy and elevate your marketing game.Don't miss this opportunity to unlock the full potential of your digital marketing campaigns with the Dollar-a-Day strategy. Join us at DigiMarCon and revolutionize your marketing approach for maximum impact and ROI.
Similar to Internet Marketing 101--Peter Troast's Presentation at CO Energy Star Summit, Denver, Dec 7, 2011 (20)
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This document discusses building a whole house business model focused on home health and performance. It suggests expanding current efficiency services like air sealing and ventilation to also address indoor air quality and moisture issues. This more holistic approach aims to not only save energy but also improve family health, with an example given of identifying and solving a child's health problem. Next steps proposed include further defining valuable measures, templates for communicating indoor air quality and home performance solutions, and testing new marketing messages.
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Internet Marketing 101--Peter Troast's Presentation at CO Energy Star Summit, Denver, Dec 7, 2011
1. Internet Marketing 101
Colorado Energy Star Summit
December 7, 2011
Wednesday, December 7, 11
2. Peter Troast
Founder/CEO of Energy Circle and Energy Circle PRO
Work with home performance companies in 44 states
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: 4800
2
Wednesday, December 7, 11
25. Social Proof
The Most Powerful Concept in Marketing
DATE 25
Wednesday, December 7, 11
26. #2
So What’s It All Mean for
Home Performance Businesses?
26
Wednesday, December 7, 11
27. The New Marketing Landscape
Old & Dying Old & Living New & Thriving
Yellow Pages Word of Mouth Primary Website
Print Vehicles Google Places
TV Lawn Signs Organic Search
Telemarketing Direct Mail Paid Search
Radio Door Hangers Facebook
Presentations Twitter
Home Shows Email Newsletters
Open Houses Group Buying
Lead Gen
27
Wednesday, December 7, 11
28. Elements of a Plan
Impressions/ Conversion # of Conversion Conversion
Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA
Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107
Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96
Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373
Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89
Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560
Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457
Directories 5000 500 0.25% 13 35% 4 50% 2 $229
Email 12000 1000 2.50% 300 25% 75 50% 38 $27
Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640
Community 1000 500 10.00% 100 50% 50 50% 25 $20
Open Houses 75 500 35.00% 26 75% 20 90% 18 $28
Past Customers 250 500 5.00% 13 90% 11 90% 10 $49
Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71
Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
$1.74 million @ 7500/job
DATE 28
Wednesday, December 7, 11
29. Elements of a Plan
Impressions/ Conversion # of Conversion Conversion
Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA
Community 1000 500 10.00% 100 50% 50 50% 25 $20
Email 12000 1000 2.50% 300 25% 75 50% 38 $27
Open Houses 75 500 35.00% 26 75% 20 90% 18 $28
Past Customers 250 500 5.00% 13 90% 11 90% 10 $49
Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71
Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89
Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96
Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107
Directories 5000 500 0.25% 13 35% 4 50% 2 $229
Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373
Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457
Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560
Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640
Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
$1.74 million @ 7500/job
DATE 29
Wednesday, December 7, 11
30. The New Marketing Landscape
Old & Dying Old & Living New & Thriving
Yellow Pages Word of Mouth Primary Website
Print Vehicles Google Places
TV Lawn Signs Organic Search
Telemarketing Direct Mail Paid Search
Radio Door Hangers Facebook
Presentations Twitter
Home Shows Email Newsletters
Open Houses Group Buying
Lead Gen
High Commitment Low Commitment
High Cost Modest Cost
High Risk Low Risk
30
Wednesday, December 7, 11
31. #3
New World Order
Understanding Web Search
31
Wednesday, December 7, 11
38. Link to Website (title tag
or business name) Star Rating & Link to
Places Page
Website meta description
tag or Google Places
description
Wednesday, December 7, 11
40. Primary
Result with
Places SiteLinks
Facebook
Wednesday, December 7, 11
41. #4
Fish Where They Are
aka Understanding Keyword Volume in Green Building/Energy Efficiency
41
Wednesday, December 7, 11
42. Understanding Keyword Volumes
Green Building 165000
Sustainable Building 74000
Green Construction 40500
Green Homes 301000
Green Remodeling 4400
Building Green 165000
0 80000 160000 240000 320000 400000
Data from Google External Keyword Tool on 11.14.11
42
Wednesday, December 7, 11
43. Understanding Keyword Volumes
home energy 246000
solar energy 550000
renewable energy 450000
wind power 301000
energy efficiency 301000
home performance 18100
0 120000 240000 360000 480000 600000
Data from Google External Keyword Tool on 11.14.11
43
Wednesday, December 7, 11
44. Understanding Keyword Volumes
Energy Rating 22000
Energy Assessment 8100
Energy Audit 60500
Energy Evaluation 0
Energy Auditor 49500
Energy Auditing 33100
0 14000 28000 42000 56000 70000
Data from Google External Keyword Tool on 11.14.11
44
Wednesday, December 7, 11
45. Understanding Keyword Volumes
home performance 18100
energy retrofit 4400
weatherization 49500
energy audit 60500
energy upgrade 6600
deep energy retrofit 480
0 14000 28000 42000 56000 70000
Data from Google External Keyword Tool on 11.14.11
45
Wednesday, December 7, 11
46. Understanding Keyword Volumes
Energy Star Homes 5400
Energy Efficient Homes 18100
Green Homes 301000
Net Zero Homes 2400
Passive House 22200
LEED Homes 5400
0 80000 160000 240000 320000 400000
Data from Google External Keyword Tool on 11.14.11
46
Wednesday, December 7, 11
47. Search Volume in Category Groups
Energy Audit
Home Performance
Energy Retrofit
Insulation - Service
Weatherization
Air Sealing
Home Energy Efficiency
Indoor Air Quality
Wet Basement
Insulations - Rooms of House
Mold House/Home
Insulation - Materials
Furnace
Green
Program/Rebate/Credit
Solar
Geothermal
Windows
HVAC
Home Heating/Cooling
1 2 3 4
47
Wednesday, December 7, 11
48. Layering in Local & Buying Intent
Local Intent Buying Intent
Energy Audit $
Home Performance
Energy Retrofit
Insulation - Service $
Weatherization
Air Sealing $
Home Energy Efficiency
Indoor Air Quality
Wet Basement $
Insulations - Rooms of House $
Mold House/Home $
Insulation - Materials
Furnace $
Green
Program/Rebate/Credit $
Solar
Geothermal
Windows $
HVAC $
Home Heating/Cooling $
48
Wednesday, December 7, 11
49. Search Volume in Category Groups
Energy Audit 19074
Home Performance 1627
Energy Retrofit 919
Insulation - Service 4608
Weatherization 9030
Air Sealing 1103
Home Energy Efficiency 5814
Indoor Air Quality 7463
Wet Basement 6194
Insulations - Rooms of House 48969
Mold House/Home 29823
Insulation - Materials 101994
Furnace 5319
Green 39458
Program/Rebate/Credit 48708
Solar 167544
Geothermal 1971
Windows 128370
HVAC 10042
Home Heating/Cooling 42476
50000 100000 150000 200000
49
Wednesday, December 7, 11
50. Top 10 by Volume & Intent
Local Intent Buying Intent
Energy Audit $
Insulation - Service $
Home Energy Efficiency
Wet Basement
Insulations - Rooms of House $
Insulation - Materials
Furnace $
Program/Rebate/Credit $
Windows $
Home Heating/Cooling $
50
Wednesday, December 7, 11
51. Google External Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
51
Wednesday, December 7, 11
52. Google Insights for Search
http://www.google.com/insights/search/
52
Wednesday, December 7, 11
53. Keyword Research Takeaways
• 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--
“Green Building, Boulder”
53
Wednesday, December 7, 11
54. #5
Does your website perform?
Not: is it nice, pretty, well-designed?
54
Wednesday, December 7, 11
55. What Matters
Traffic --> Conversion
55
Wednesday, December 7, 11
56. 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.
EGIA/BPI 56
Wednesday, December 7, 11
57. Where to Focus
1. Titles and Descriptions
2. Fresh Content with Smart Keywords
3. Incoming Links
EGIA/BPI 57
Wednesday, December 7, 11
59. 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
Thanks to SEOMoz
Unique to page/Relevant to content
EGIA/BPI 59
Wednesday, December 7, 11
60. Cool Tools--Title & Description
Energy Circle PRO
SEO MOFO
www.seomofo.com
EGIA/BPI 60
Wednesday, December 7, 11
68. 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
EGIA/BPI 68
Wednesday, December 7, 11
69. The Challenge of Content
Everyone’s Achilles Heel
Two Masters
Robots (aka Mother Google)
Humans (aka Your Customers)
69
Wednesday, December 7, 11
70. Generating Content
If someone’s
wasting money in
a house you visit,
write an article
about it.
DATE
Wednesday, December 7, 11
71. What Are People Talking About?
DATE
Wednesday, December 7, 11
73. AFC First – A National Leader In
Genera'ng Content
Energy Efficiency Lending
Put Your Photos to Work
DATE
Wednesday, December 7, 11
74. Write about the Basics
Air leakage
Insulation
Duct problems
HERS ratings
Tax credits & rebates
Health and IAQ
DATE
Wednesday, December 7, 11
75. Make Lists
5 Myths about Home Energy Efficiency
4 Pitfalls of Spray Foam Insulation
4 Products for Enhancing Air Flow in Dryer Vents
3 Problems with Fiberglass Batt Insulation in
Floors
5 Questions to Ask When Replacing Your Air
Conditioner
DATE
Wednesday, December 7, 11
76. Be Keyword Focused
Title
Text
Image file names
Image alt text
Meta description
DATE
Wednesday, December 7, 11
77. Content “as a system”
DATE
Wednesday, December 7, 11
78. Spread
your
Content
Promote Content Spreading
DATE
Wednesday, December 7, 11
79. Marke'ng
is
Changing
No Longer An Option
Social Media
an increasingly important
part of the puzzle
DATE
Wednesday, December 7, 11
80. Priority
1
Priority 1
You Don’t Need to Like It
You Don’t Need to Use It Personally
It is Increasingly Important to Your Business
DATE
Wednesday, December 7, 11
102. Maximizing Google Places
Reviews, Reviews, Reviews! (on Google)
Choose Categories Carefully
Keep it Fresh
Photos
Video
Review Responses
102
Wednesday, December 7, 11
104. First Steps & Priorities
Your Two Sites:
Company Site and Google Places
On Page SEO: Titles and Descriptions
Fresh Content at a Sustainable Pace
Citations and Links
After That:
Engage in Social Media
Keyword Tune All Your Content
Build and Execute a Marketing Plan
Get Metrics in Place
104
Wednesday, December 7, 11
105. Contact
Peter Troast
Energy Circle
207.865.3400
ptroast@energycircle.com
Twitter: @EnergyCircle
LinkedIn: http://www.linkedin.com/in/petertroast
Energy Circle PRO Blog: www.energycircle.com/pro/blog
105
Wednesday, December 7, 11