In this podcast, Danny Leibrandt, founder of Pest Control SEO, interviews Joe Dingwall, President of USX Pest Control and Cat's Eye Pest Control. Joe has over 12 years of experience in the pest control industry, leading companies with over 100 employees and significant revenue.Joe's career began uniquely as a pastor before transitioning to pest control for family stability. He joined Cat's Eye, a well-known brand in upstate New York founded by John Gagne in 1987. Joe started in sales and quickly advanced to President, focusing on leadership and marketing to drive success.Cat's Eye's success is largely due to its strong branding and marketing strategies. In 2017, the company expanded into New England, using digital marketing techniques like SEO and videos. The brand targets future homeowners by appealing to children, making it family-friendly. Joe highlights the Cat Guard exclusion system, which sets them apart by sealing structures to prevent pest entry.Joe emphasizes continuous training for sales and service teams, with weekly sessions to ensure high standards. This helps employees effectively communicate product benefits and provide excellent customer service.Hiring and retention are managed through a three-stage process focusing on character, competency, and chemistry. A detailed onboarding process helps integrate new employees and make them feel valued. The company uses digital screens for announcements and recognition, fostering a strong culture.Technological tools like Podium for reviews, Avichado for bulk texting, Asana for project management, and Slack for internal communication play a significant role in operations.Looking ahead, Joe aims to expand the commercial division and achieve a 60-40 residential-commercial split. The focus remains on growing the business and providing career opportunities for employees. The high standards set by founder John Gagne are deeply ingrained in the company’s ethos.Joe values the trust and autonomy given by John, highlighting the importance of leadership and vision in driving success. The podcast offers insights into effective strategies and practices that have propelled Cat's Eye's success, with valuable lessons in leadership, marketing, and business growth. Joe Dingwall, President of Catseye Pest Control and USX Pest Control:

LinkedIn: https://www.linkedin.com/in/joe-dingwall-4635a6113/

Catseye Pest Control: https://www.catseyepest.com/USX Pest Control: https://www.usxpest.com/

Danny Leibrandt, Founder of Pest Control SEO:

Facebook: https://facebook.com/DannyLeibrandt LinkedIn: https://linkedin.com/in/dannyleibrandt/ Twitter: https://twitter.com/

DannyLeibrandt

Website: https://dannyleibrandt.com

Pest Control SEO Podcast Platforms:YouTube: https://www.youtube.com/@PestControlSEO/podcasts Spotify: https://open.spotify.com/show/1TCL0LhZbsJS6mzanqnnT1?si=7d918c77a6234ce2 Apple Podcasts: https://podcasts.apple.com/us/podcast/pest-control-seo-podcast/id1741176782 Amazon Music: https://music.amazon.com/podcasts/e0bb5254-5d6c-4940-8211-085157cc1239/pest-control-seo-podcast Audible: https://www.audible.com/podcast/Pest-Control-SEO-Podcast/B0D1FCN28S?action_code=ASSGB149080119000H&share_location=pdp Chapters:

00:00 Introduction and Background

06:15 Building a Strong Brand and Marketing Strategy

11:08 The Importance of Training for Sales Teams

27:46 Developing a Strong Commercial Division

30:00 Managing Technicians in Pest Control

31:20 Balancing Employees in the Company

34:14 Relationship Between Parent Company and Subsidiaries

36:05 Strategies for Customer Retention

39:18 Review Strategy and Software Tools

45:06 Building a Strong Company Culture

49:01 Advancing in the Pest Control Industry

53:02 Importance of Branding, Marketing, and Customer Service

56:40 Vision for Growth in the Company

#pestcontrol #pestcontrolmarketing #podcast #localbusiness #localmarketing

In this podcast, Danny Leibrandt, founder of Pest Control SEO, interviews Bradley Benner, a seasoned local SEO specialist and founder of several SEO-focused businesses, including Treecare HQ, Semantic Mastery, Semantic Links, and Local Fury. Bradley shares his journey into local SEO, which began when he was an electrical contractor looking to generate his own leads. Initially, he used traditional marketing methods before transitioning to digital marketing, learning to manipulate Google search results, and creating test sites in various industries. Bradley describes how he achieved early success with basic on-page optimization and directory listings, a far simpler process compared to today's complex SEO landscape. He also explains his evolution from building and leasing websites (rank-and-rent model) to running a full-scale SEO agency and then founding Semantic Mastery to teach others about local SEO. By 2019, Bradley decided to focus exclusively on tree service contractors, recognizing the benefits of niche specialization. He delves into the significant algorithm changes Google has undergone, particularly the shift from a keyword-based to an entity-based algorithm. This new approach allows pages optimized for broad topics or categories to rank for numerous related search queries, even if those specific keywords are not present on the page. Bradley emphasizes the importance of page structure, site architecture, and internal linking, stressing that proper optimization in these areas can dramatically improve search rankings with less content and fewer backlinks. Bradley also discusses the impact of Google's helpful content update, which applies a quality score multiplier to entire sites, highlighting the need for efficient and non-redundant content. He shares his method of simplifying SEO practices, focusing on conveying to Google who a business is, what they do, and where they do it through strategic use of headings and minimal but effective content. The podcast concludes with Bradley promoting Semantic Mastery's weekly Q&A webinar, Hump Day Hangouts, where listeners can learn more about local SEO and ask questions. Danny and Bradley wrap up by emphasizing the importance of helping Google understand business information clearly to achieve better search rankings. Bradley Benner, Founder of TreeCare HQ, Semantic Links, Semantic Mastery, and Local Fury: LinkedIn: https://www.linkedin.com/in/bradleybenner/ YouTube: https://www.youtube.com/@UC0z45rknEPLVwUN7BpEWRyQ Semantic Links: https://semanticlinks.io/ Semantic Mastery: https://semanticmastery.com/ Local Fury: https://www.localfury.com/ Danny Leibrandt, Founder of Pest Control SEO: Facebook: https://facebook.com/DannyLeibrandt LinkedIn: https://linkedin.com/in/dannyleibrandt/ Twitter: https://twitter.com/DannyLeibrandt Website: https://dannyleibrandt.com Pest Control SEO Podcast Platforms: YouTube: https://www.youtube.com/@PestControlSEO/podcasts Spotify: https://open.spotify.com/show/1TCL0LhZbsJS6mzanqnnT1?si=7d918c77a6234ce2 Apple Podcasts: https://podcasts.apple.com/us/podcast/pest-control-seo-podcast/id1741176782 Amazon Music: https://music.amazon.com/podcasts/e0bb5254-5d6c-4940-8211-085157cc1239/pest-control-seo-podcast Audible: https://www.audible.com/podcast/Pest-Control-SEO-Podcast/B0D1FCN28S?action_code=ASSGB149080119000H&share_location=pdp Chapters: 00:00 Introduction and Background 09:59 Getting Started in Local SEO 13:11 Building Syndication Networks 26:42 Topic and Category-Based Optimization 34:50 Simplifying SEO Efforts 49:14 Optimizing Page and Site Structure Keywords: local SEO, journey, electrical contracting, leads, test sites, rental sites, agency, SEO algorithm, entity-based, topics, categories, redundant content, local SEO, topic-based optimization, category-based optimization, page structure, site structure, internal linking, content optimization, knowledge graph #localseo #agency #seo #localbusiness #backlinks

In this podcast, Danny Leibrandt, founder of Pest Control SEO, is joined by his mentor Dennis Yu, a digital marketing expert with 30 years of experience. They delve into effective strategies for Facebook ads, particularly for local businesses, and the importance of authentic content. Key Points Discussed: Background on Dennis Yu: Dennis Yu has managed over a billion dollars in Facebook ads for top brands like Nike, Adidas, and Starbucks. He emphasizes the difference in advertising strategies between large corporations and local businesses. Facebook Ads for Local Businesses: Local businesses should focus on creating authentic, everyday content rather than high-production ads. Examples include showcasing daily operations, highlighting technicians, and sharing local insights. Successful ads often amplify content that has already performed well organically. The Dollar a Day Strategy: Dennis recommends the "dollar a day" strategy to boost posts that perform well organically. He explains the importance of achieving at least a 10% engagement rate before boosting content. Content and Engagement: Engaging content should reflect the local community and humanize the business. Authentic stories, local landmarks, and customer experiences resonate well with the audience. Audit and ROI Measurement: Local business owners should track calls and conversions from Facebook ads. Importance of connecting call tracking systems to Facebook to measure ROI accurately. SEO and Google Ads: Dennis compares Facebook ads to Google ads, emphasizing the importance of both in a comprehensive digital strategy. SEO and ads should amplify a business's positive signals, and businesses must maintain high-quality standards. YouTube for Local Businesses: YouTube can be leveraged for local SEO by creating videos that address common customer questions and showcase the business. Content on YouTube should be repurposed across other social media platforms for maximum reach. Google Data Leaks and SEO: Discussion on Google's internal ranking signals and the importance of creating genuine, high-quality content. SEO should focus on building a trustworthy, authoritative online presence. Dennis Yu, Founder of BlitzMetrics: LinkedIn: https://www.linkedin.com/in/dennisyu/ Facebook: https://www.facebook.com/dennisyu Twitter: https://twitter.com/dennisyu Website: https://dennisyu.com Website: https://blitzmetrics.com/ Danny Leibrandt, Founder of Pest Control SEO: Facebook: https://facebook.com/DannyLeibrandt LinkedIn: https://linkedin.com/in/dannyleibrandt/ Twitter: https://twitter.com/DannyLeibrandt Website: https://dannyleibrandt.com Pest Control SEO Podcast Platforms: YouTube: https://www.youtube.com/@PestControlSEO/podcasts Spotify: https://open.spotify.com/show/1TCL0LhZbsJS6mzanqnnT1?si=7d918c77a6234ce2 Apple Podcasts: https://podcasts.apple.com/us/podcast/pest-control-seo-podcast/id1741176782 Amazon Music: https://music.amazon.com/podcasts/e0bb5254-5d6c-4940-8211-085157cc1239/pest-control-seo-podcast Audible: https://www.audible.com/podcast/Pest-Control-SEO-Podcast/B0D1FCN28S?action_code=ASSGB149080119000H&share_location=pdp Podcast Chapters: Chapters

00:00 Introduction and Background of Dennis Yu

01:26 The Basics of Facebook Ads for Local Businesses

06:01 The Three Stages of the Marketing Funnel

09:18 The Importance of Building Relationships

11:54 The Role of Quality Score and Relevant Score

14:01 Tracking and Measuring ROI for Facebook Ads

20:22 Using Stories and Location in Facebook Ads

24:59 Auditing Facebook Ads and Connecting Data

28:08 The Impact of Google Data Leaks on SEO

34:46 The Importance of Doing Good Work and Providing Value

45:32 The Role of Google Ads in Digital Marketing

52:26 The Role of YouTube in SEO

56:55 Creating Authentic and Honest Content

01:02:25 The Importance of Repurposing Content

01:04:02 Focusing on the Basics of SEO and Digital Marketing #localmarketing #localbusiness #localseo #seo