Originally presented at the International Window Coverings Expo 2022 in Fort Lauderdale FL. SEO MasterClass for window treatments

1. Window Treatment
SEO MasterClass
Will Hanke

2. • Does SEO Still Matter?
• How Customers Find You
• Modifying Your Site for More Google Love
• How Other Pages Influence Your Rankings
• 5 Biggest Changes in SEO
• Local SEO Dominance
• Tracking Your Work & Results
2
What We Will Cover Today

3. 3
Who Am I & Why Should You Listen to Me?

4. 4

5. 5
The Digital Dominance Method

6. 6
The Digital Dominance Method

7. Worksheet:
bit.ly/iwce-seo

8. Let’s Start With Some
Questions
8

9. Will Hanke
When you think of SEO, what
do you think?

10. Will Hanke
What's your biggest obstacle
to marketing your business
like you'd really like to?

11. Will Hanke
If you had an unlimited
marketing budget, what crazy
thing would you like to do?

12. Will Hanke
On a scale of one to five, how
important is growing your
business in 2022?

13. Does SEO Still Matter?
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19. YES! SEO Still Matters
You can’t (shouldn’t) rely on
Pay-Per-Click Alone
19

20. How Customers Find You:
Understanding Your
Customer
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21. 21
1. Define Your Buyers

22. 22
Who is Your Ideal Customer?

23. Define, Be Specific, and Get to Know Them

24. Build a Customer Avatar

25. Customer Avatar Worksheet
Demographics
• Homeowner
• 35-55 years old
• Typically female, occasionally male
• Married, 2-3 kids
• $65k+ annual household income
• Family oriented
• Reliable
• Likes to please people

26. Customer Avatar Worksheet
Pains & Frustrations
• Widget isn’t working
• Can’t get someone to return their call
• Needs to get widget problem resolved
• Too busy to do it themselves
• Worried that a bad widget could ruin house
• Worried about kids’ health w/bad widget
• (for instance, blinds with cords)

27. Customer Avatar Worksheet
Fears & Implications
• Being ripped off or overcharged
• Paying too much for something they could
have gotten elsewhere
• Having home damaged by faulty
workmanship
• Having to wait around at home for appt
• Being inconvenienced by available times
• Not having the right parts when they arrive

28. Customer Avatar Worksheet
Goals & Desires
• Getting the blinds fixed
• Having the issue behind them
• Keeping the home in good shape
• Taking care of the family
• Getting to other appts on time (soccer, etc)
• More income, more wealth
• Successful kids
• Travel & relaxation

29. Benefit of Knowing Your Avatar:
“If you can see Joe Smith
through Joe Smith’s eyes,
then you’ll know how to sell
what Joe Smith buys.”

30. How Customers Find You:
Doing Keyword Research
30

31. Window Treatment Keywords

32. Window Treatment Keywords

33. 33
aHrefs

34. 34
aHrefs

35. 35
Google Keyword Planner

36. 36
AnswerThePublic.com

37. 37
AnswerThePublic.com

38. 38
AnswerThePublic.com

39. 39
AnswerThePublic.com

40. 40
AnswerThePublic.com

41. 41
Google Trends

42. 42
Google Trends

43. More Google Love:
OnPage Factors
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44. Your Website is the HUB

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49. Main SEO Structure
Page Titles
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Page Titles
<title=“My Page Title”>

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A title tag is an HTML element that specifies the
title of a web page.
Title tags are displayed on search engine results
pages (SERPs) as the clickable headline for a
given result, and are important for usability,
SEO, and social sharing.

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Site Titles Influence Google’s Users

58. Main SEO Structure
Meta Descriptions
58

59. …a ~160 character snippet, a tag in HTML,
that summarizes a page's content. Search
engines show the meta description in search
results mostly when the searched for phrase is
contained in the description
Meta Descriptions

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Meta Descriptions Influence Google’s Users

64. Main SEO Structure
Heading Tags
64

65. Heading Tags

66. The header tag, or the <h1> tag in HTML, will
usually be the title of a post, or other emphasized
text on the page. It will usually be the largest text
that stands out and has the most influence on your
rankings in Google. There are other header tags in
HTML too, like an h2, h3, h4, etc.
Heading Tags

67. Heading Tags

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72. Only 1 H1 Per Page

73. Only 1 H1 Per Page

74. Main SEO Structure
Find Your Tags
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Screaming Frog
screamingfrog.co.uk/seo-spider/

76. 76
Screaming Frog
screamingfrog.co.uk/seo-spider/

77. 77
Screaming Frog
screamingfrog.co.uk/seo-spider/

78. Page Copy
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Every Page Needs TEXT

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Google Can’t “See” Pictures

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That’s The Whole Home Page

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Every Page Needs TEXT
At least
650
words

83. Web Design
Tangent
83

84. Does Your Site CONVERT Visitors to the Next Step?

85. Is Your Website Set Up to CONVERT visitors to
the Next Step?

86. Does Your Site CONVERT Visitors to the Next Step?

87. Is There a Lead Magnet in Place?

88. Is There a Lead Magnet in Place?

89. Are There Tracking Mechanisms in Place?

90. Pull Up Your Website …
• Is it built to convert?
• What do you need to
tweak?
• TIP: Click to Call on
mobile?

91. •Strong website with good content & user experience (UXO vs. SEO)
•Leverage Multi-Media to improve on-page time
•Pages for each of your Services
•Pages for the Cities that you serve
•Unique content & map data on each unique city page
•Unique content on every page
•Keyword in the Title & H1
•Meta Description that SELLS the click
•Name, Address, Phone Number (NAP) in the footer
•Blog with ongoing & consistent updates
91
Other On Page SEO Notes

92. 92

93. 93

94. Halftime Check Will
Should be around 10:15-10:30
If it’s later than that you better talk faster

95. The Other Half of the
Equation:
OffPage Factors
95

96. •Claim & Optimize your Google Business Profile
•Get lots of citations across the web
•Build Up online reviews leveraging best in class
tools
•Build authoritative links back to your website
from other websites
96
Off Page SEO

97. OffPage Factors:
Google My Business
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The Secret to Getting Ranked TOP
On the Google Map

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The Secret to Getting Ranked TOP
On the Google Map

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102. •Claimed & verified Google map listing
on Google My Business
•NO-SPAM in the Company Name
•Lots of online reviews
•Keyword in the Title Tag or some
variation
•Lots of citations with consistent
reference of NAP
•Solid link profile across the web
102
What Do These Results Have in Common?

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Update All GMB Items

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106. OffPage Factors:
Citations
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Citations

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Citations

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Citation Builders

111. Local SEO Dominance
Reviews
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116. Hi [[first_name]],
Thanks for choosing Sunshine Drapery. I’d like to personally Thank You for
choosing our company. We will soon be celebrating 50 years serving the St.
Louis metro area and we greatly appreciate your business.
Below is a very easy and quick way to let my staff and I know how we did. It
would mean a lot to us to hear from you so we can strive to be the best
decorating company in St. Louis for another 50 years!!
Bruce Bernstein; Owner
Review Us Now
Thank you for your business and support!
116
Reach Out (and tweak)

117. Hi [[first_name]],
Thanks for choosing Sunshine Drapery. I’d like to personally Thank You for
choosing our company. We will soon be celebrating 50 years serving the St.
Louis metro area and we greatly appreciate your business.
Below is a very easy and quick way to let my staff and I know how we did. It
would mean a lot to us to hear from you so we can strive to be the best
decorating company in St. Louis for another 50 years!!
Bruce Bernstein; Owner
Review Us Now
Thank you for your business and support!
117
Reach Out (and tweak)

118. Hi [[first_name]], thank you for choosing Sunshine Drapery. I’d like to personally
invite you to share your experience. If you believe we did a five-star
performance then please review us using the link below. If we fell short please
call me personally at the office 314-569-2980
Bruce Bernstein; Owner
Review Us Now
Thank you for your business and support!
118
Reach Out (and tweak)

119. Hi [[first_name]], thank you for choosing Sunshine Drapery. I’d like to personally
invite you to share your experience. If you believe we did a five-star
performance then please review us using the link below. If we fell short please
call me personally at the office 314-569-2980.
Bruce Bernstein; Owner
Review Us Now
Thank you for your business and support!
119
Reach Out (and tweak)

120. The Five
Biggest Changes
in SEO
120

121. 1. You can no longer get away with
duplicate content.
2. Low quality links pointed back to your
website could hurt you.
3. You need a real, physical office to rank
well on Google Maps.
4. Your site can’t be slow
5. Your site must be mobile-friendly
121
The 5 Biggest Changes

122. • Most window treatment companies serve a 25
- 50 mile radius (lots of little cities & towns)
• It used to be commonplace to set up pages for
each city & keep everything the same but
change only the city.
• Lots of web developers set up multiple micro-
sites targeting different cities with the same
content only changing the cities along the way
• Your pages must be UNIQUE from one page to
the next & from one site to the next
122
1. You Can’t Get Away With
Duplicate Content Any More

123. • It used to be ALL ABOUT links
• The Penguin Update addressed that and now it’s all
about quality & relevant links
• You are going to have to review your link profile, find
the bad links & either have them removed or
disavowed
• Work to diversify your anchor text & build more high
quality / relevant links.
123
2. Too Many Irrelevant/Low Quality Links
Point Back to Your Website Could Hurt You

124. • Google Maps had a MAJOR change with the Google Pigeon
Update
• Primary addressed Local Map Listings
• Took a major toll on those who:
• Had multiple FAKE addresses
• Used UPS Stores, Mailboxes Etc, Virtual Offices
• Worked from a home address & have the business address
hidden on Google My Business
• You need a REAL physical business address in the city that you
want to rank
124
3. You Need a Real, Physical Office to
Rank Well on Google Maps

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4. Site Speed

126. Google Page Speed Insights

127. GTMetrix

128. Mobile Friendliness
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129. Mobile Friendliness

130. Mobile Friendly Test

131. • Old fashioned SEO is no longer effective
• You can’t cheat the system – there are no shortcuts
• In the post Panda, Penguin, and Pigeon era it’s all
about User Experience Optimization
• The NEW SEO approach requires a heavy focus on
User Experience Optimization
What Else Has Changed?

132. Tracking Your Work
& Results
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135. Google Search Console

136. Google Analytics

137. Is There KPI Tracking in Place?

138. Google Analytics - Goals

139. Google Analytics - Goals

140. Call Tracking

141. Real Example from One Day Last Week

142. BrightLocal Dashboard

143. BrightLocal Dashboard

144. BrightLocal Dashboard

145. Citation Builders

146. Local Search Grid
“window treatments”

147. Local Search Grid
“window coverings”

148. • CTR (Click Through Rate) is key
• Scroll Rate is essential (Are they scrolling
down once they get to your homepage or
website?)
• Time on page is a big deal
• Bounce rate is something to watch very
closely
• # of citations, reviews & relevant links (aka
Your NAP)
What are the New Ranking Factors?

149. • CTR (Click Through Rate) is key
• Scroll Rate is essential (Are they scrolling
down once they get to your homepage or
website?)
• Time on page is a big deal
• Bounce rate is something to watch very
closely
• # of citations, reviews & relevant links (aka
Your NAP)
What are the New Ranking Factors?

150. The New SEO Formula
for 2022
150

151. •Figure out what the most important keywords are based on your service,
service area & search volume
• Google Keyword Tool, aHrefs, SEM Rush, UberSuggest, (or download our swipe
file for free)
•Set up a great website with unique pages targeting those keywords
• Pages for each service & each city
•Optimize your website for User Experience
•Optimize your site for SEO - On Site Optimization
•Build your authority - Off Site Optimization
•Track your results
151
The New SEO Formula

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The Digital Dominance Method

153. 153
The Digital Dominance Method

154. What Questions Do You Have?

155. Thank You!
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