October 2019 Industry Update

October 2019 Industry Update

Did you know that Google just released the biggest algorithm update in the last 5 years? Do you know how that will affect your roofing business?

Read on and you’ll find out all about it, along with some other exciting stuff.

Search Engine Optimization (SEO)

So Google has released its BIGGEST search algorithm update in the last five years. It is a huge leap forward and, according to Google itself, the biggest leap in the history of Google search.

It is called BERT and it is an artificial intelligence method for understanding content and search queries. It is so complex that it is pushing Google’s own limits!

BERT will now help Google understand users’ queries more like a human and provide more relevant results.

So at the moment, everyone is anxiously waiting to see what happens and what effect BERT will have on their rankings and traffic.

While we wait for BERT to take full effect, we can move our attention to some things that we know for sure, and those are Google’s new, tightened HTTP website rules.

Google has announced that Chrome will soon stop showing all pages, content, and resources that are on HTTP and will load only those on HTTPS.

What this means for roofers who still haven’t migrated to HTTPS is that you will basically disappear from the internet!

That’s right, if your web is still on HTTP, it will stop loading for Chrome users.

    Apart from that, Google has also been testing showing search results without the URLs, but no need to worry because this won’t affect your roofing websites and SEO.

    It might, however, cause some issues for users.

    Without the URLs in the search results, they won’t be able to see exactly which page they are visiting, which opens the door for scammers to steal sensitive information, credit card numbers, etc.

    But it is still in the testing phase for now, so we’ll see what the future holds.

    And now guess what… issues again!

    There have been some problems with indexing and showing new content in Google search results again, which may have affected the traffic to your roofing websites.

    Google has confirmed this and is looking into it.

    For more information, check full articles:

    Google Ads 

    Google is testing a new extension for its search ads that should make it easier to generate more roofing leads.

    This ad extension would allow advertisers to collect information straight from the contact form that is incorporated in the ad itself.

    You’d be able to collect name, email, phone number, and/or postal code directly from the ad, as well as track these leads in real-time.

    The data would then be delivered directly to your client management system.

    Google is also introducing a big change to ad campaigns when it comes to audience targeting.

    Up until now, Google Ads were only based on and triggered by keywords, which means that your ads were were limited to only those users that type in a certain keyword.

    But with this new feature, we should have the opportunity to target a much wider audience based on their interests as well.

    Google will determine these interest groups based on your audience’s previous search queries and their browsing history.

    What this means is that you might be in for a pretty good increase in roofing leads!

    Facebook Ads 

    Facebook is rolling out an exciting new option for all advertisers - search ad placement.

    This means that you can choose to show your ads in both the News Feed and the Marketplace when users are actively searching for roofers on Facebook.

    This gives you direct access to these active users, much more exposure on this platform that has not yet been overrun by your competitors, and more quality leads.

    In addition to that, Facebook is also introducing Campaign Budget Optimization, which will automate your budget optimization across different ad sets.

    This means that the budget will be set on the campaign level and Facebook will then give it to the ad set that is currently providing the best results.

    This way, your money will be spent in the best possible way.

    For more information, check full articles:

    Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

    Need Help?

    If we can help you scale up your business or you have any questions about what you've just read, feel free to contact us anytime!

    7 + 2 =

    Matt Jacob

    Matt Jacob

    Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

    September 2019 Industry Update

    September 2019 Industry Update

    What has been happening lately in the marketing industry? Are there any news and changes that may affect your roofing business? We’ve got the most recent and relevant insights right here!

    Read on to find out in a nutshell what they are.

    Search Engine Optimization (SEO)

    Google has released the September 2019 core update that will impact how Google ranks your website and determines its relevance.

    Since the update was just released, it will take up to a few weeks before we can pinpoint what exactly the update targeted.

    What is clear, however, is that Google likes to play hardball sometimes. It has now tightened the rules a bit and is showing fewer review stars in the search results.

    It has also introduced new types of links, which will impact all websites and rankings in the long run.

    And now a fun fact: Did you know that Google has people manually checking out websites and rating them according to predefined criteria?

    Their goal is to assess the quality of your roofing website, determine if you’re a real company, and check whether you provide​​ all the important information about yourself.

    Well, Google has now tightened the criteria! If your roofing website doesn’t satisfy it, it’s in danger of being penalized.

    For more information, check full articles:

     

    Google Ads 

    With a new and improved design for call-only ads, Google is now helping you drive more quality roofing leads.

    Your company’s phone number will now be more prominent on the top and all your other information below it in smaller text.

    Google Ads have also improved their keyword recommendations for your roofing ad campaigns and they are now more relevant, higher in quality, and more likely to get you additional traffic.

    And finally, Google has made the process of setting up conversion tracking more efficient by allowing it to be done during the campaign creation. This makes it easier for us to prioritize and track your roofing campaign goals.

    For more information, check full articles:

    Facebook Ads 

    Facebook confirmed that Pixel stopped working for a brief period, which may have affected ad conversions, but the issue was resolved the next day.

    Apart from that, a couple of new ad features were released, including in-app checkout for dynamic Facebook ads.

    This means that users will be able to purchase your roofing services or reach out to you straight from the ad now, without leaving the Facebook app.

    In addition to that, Facebook has also rolled out a new ad type – click-to-Messenger ads.

    This ad allows users to get a quick response to their questions as the Messenger launches automatically when they click “Send Message.”

    The results have been positive so far.

    For more information, check full articles:

    Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

    Need Help?

    If we can help you scale up your business or you have any questions about what you’ve just read, feel free to contact us anytime!

    1 + 3 =

    Matt Jacob

    Matt Jacob

    Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

    August 2019 Industry Update

    August 2019 Industry Update

    Want to know more about the marketing industry? What’s happening and how it may affect you and your roofing business? Keep reading because we’ve got the most recent and relevant insights right here.

    Find out in a nutshell what they are!

    Search Engine Optimization (SEO)

    Google has started testing a new way of showing local search results. The main change is that now an ad is shown first, and below are no longer static organic results but a carousel that is swiped.

    In other news, the latest studies have shown that businesses with more reviews, star ratings, and listings on multiple sites will generate a higher revenue (up to 58%), as well as that there is a strong correlation between the number of photos you have on Google My Business and your local search performance. This means the more photos you have, the more website visits, phone calls, and views of Maps you’ll generate.

    In the last few months, there were also some indexing problems that may have affected the traffic to your websites, and which Google has further addressed. There was a glitch during one of their index updates, which was eventually fixed, and going forward, Google promised to address any issues more promptly.

    For more information, check full articles:

    Google Ads 

    An exciting change was brought to us last month concerning Google Ads. They are now available in the form of a new and more engaging visual format – Gallery Ads. This image-based ad can include up to 8 images, with a unique caption for each.

    In addition to that, Google has also been pushing towards automating the bidding process as much as possible, which, according to them, will maximize your conversion value and help optimize your budget. 

    For more information, check full articles:

    Facebook Ads 

    Facebook has been doing some maintenance and announced a big cleanup of the interest targets. As they emphasize, this shouldn’t affect you very much as most of those targets are outdated and very rarely used, and the cleanup will even make interest selection easier and more manageable.

    As of the end of August, your mobile Facebook Ads will also become smaller to match the new mobile Facebook design and improve user experience. Two key changes include a smaller aspect ratio (i.e. smaller image) and fewer lines of primary text – there will only be 3 lines shown before you need to click “See More.”

    And finally, Facebook has been testing placing your ads in users’ search results instead of the News Feed, determining their potential benefits for businesses. Hopefully, there will be plenty and we’ll see them in the near future.

    For more information, check full articles:

    Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

    Need Help?

    If we can help you scale up your business or you have any questions about what you’ve just read, feel free to contact us anytime!

    12 + 14 =

    Matt Jacob

    Matt Jacob

    Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

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