Pest Control and Bug Exterminator Blog

What are the chances that after leaving PubCon’s internet marketing conference in Austin TX that I would get a glimpse of Google’s 10 Foot banner ad in the Austin Airport?

 

Let me spell that out for you….

GOOGLE PLACES IS BIG

10 Foot Big in the case of this ad. So if you haven’t caught on yet, take note… Local Search is changing the game.

Internet marketers are scrambling like a bunch of Austin TX fire ants after their mound has been kicked. Local results are showing up for searches like watches, shoes, and costumes. The example of costumes shared by BlueGlass is a little far from what I believe Google’s intent is. Google constantly refers to “Plumbers and dentists” as their local examples. These are truly local searches. Most people that search for a local service, like pest control, have an intent to buy locally.  Restaurants would be the largest category here. The divide happens when we consider what is local? People in a rush to eat lunch are willing to pick up the closest burger. People looking to meet clients for lunch are looking for a joint with the right atmosphere.

Chiropractic did a quick study of what influenced real people in their dinner buying habits for local search.

1- Recommendation. What are friends or reviewers saying.

2- Recognizing the Name. This would be more on branding. When you’ve reached the status of the Salt Lick or Rudy’s BBQ and people from Phoenix AZ know of you, you are doing it right.

3- Location. How close or how far. Sadly the Salt Lick lost out for the PubCon conference because it was too far. Better reviews but too far for our crowd of friends.

So when it comes to searching locally for a restaurant those factors weigh in pretty heavy and search engine’s are not yet calculating your friend’s recommendations and are more concerned about “Location” then they are “Recognition.”

BUT WHAT ABOUT LOCAL SERVICES THAT VISIT A CUSTOMER’S HOME?

Yes. I have a little beef to pick with this one. A local service that covers the entire metro is totally different then a restaurant with only so much local pull. As good as the Salt Lick is, the customer must be willing to go the distance. Services that travel to your home, however, don’t require any more effort from a consumer. So as a consumer, if I am looking for an Austin pest control company, the 5 miles away or 50 miles away argument never really hits the table.  As a consumer looking for a local Austin service, I am more concerned about “SERVICE”. So local results that cannot be sorted by 5 star reviews, or number of reviews, are a bit of a nuisance.

Either way, the 1 ton Elephant of Local Search is on the loose…. and don’t call your local pest control guy about crazy roaming elephants …or gorilla’s.

_________________________

…. and FYI – Austin Airport hasn’t claimed their Google Listing yet.

Related article worth the read: Google Places : Local SEO That Influences Global Search Marketing

Post sponsored in part by:

Bulwark Exterminating 209 East Ben White Boulevard, Austin, TX 78704 (512) 291-1200 ‎

Yes, he IS that cool.

Dr. Driggs 1102 South Greenfield Road, Mesa, AZ 85206-2679 (480) 969-0077

I must say that Dr. Driggs is really a fantastic dentist. But….. There are a few things I must say that I don’t quite believe.  And since I got  my teeth worked on today there are a few lingering things dentist tell you that don’t jive well with me at the moment.

Top 10 Count Down…

10) Let me see your finger nail… feel that? That’s what it will feel like in your mouth. >>> 9) This may tickle a little bit. I know you can open your mouth a little wider. 7) Raise your hand if it hurts and I will stop. 6) Your next appointment will be much easier. 5) This tooth polish tastes a whole lot better than the last one. 4) I’ve numbed your mouth so that you won’t be able to feel a thing. Won’t even know I am here. 3) You can go ahead and spit now. 2) The numbing sensation will go away in about an hour…. 1) Sure you can come in and have this done the day before and still enjoy Thanksgiving dinner. ….THANK YOU! I really hope that last one was not a lie.

Cricket wireless announces that it will now be carrying the Android phone. Per their news release they will be offering…

the first low-cost Android device to hit the Smartphone market in the United States* and the third Smartphone to be included in Cricket’s dynamic line of phone offerings. http://www.businesswire.com/news/home/20101006005730/en/Cricket-Shows-Respekt-Low-cost-Android-Device

While I am not quite ready to give up my iPhone… despite some small bugs… Offering me a test drive of the droid at a $55 low cost, unlimited access plan makes my iPhone look like yesterday’s news.  So… Yes. I am falling for the cricket bait. … I hope everyone appreciates the puns loaded in this post about a pest control guy falling for cricket bait! NEED A CRICKET PEST CONTROL SERVICE?

Cricket Marketing

Leap Wireless International has a business model down that encompasses everything a marketing plan should. They are embracing the future of phones and they are shouting it loud and clear.  Further, their customers get decent service. Yes, DECENT. Everyone knows that Cricket’s service isn’t going to compare to Verizon’s service.  Sorry, but you are flying 2nd class, which means that if the plane is full you might just get bumped to the next flight. But, what cricket is doing is establishing it’s position as the low-cost phone solution.  They are so low-cost that they are even cutting into the land line market. Your key marketing ingredient is your message compared to the rest of the market.  Cricket’s message is low-cost. Everyone knows that if you want a budget phone service you call cricket. Verizon’s message is quality service. “Can you hear me now?” Everyone turns to Verizon for a “reliable network.” Where does that leave AT&T… In the middle somewhere…??? Exactly, the only defining quality AT&T has right now is the iPhone…. So long marketing advantage when everyone else starts picking up competitive smart phones… or worse yet the exact same model.  If you are only selling a product then you better be the only one selling that product or be the best priced. You have no competitive edge if you are just selling a product. Thomas Ballantyne @Thos003 Don’t mind me I am just the pest control guy… FYI, Bulwark offers Full Service pest control.

First there was Personalization now there is Localization. Google wants to do all your thinking for you.  They now categorize you by search history and location. Then they provide you with the results that they feel are most relevant to you.

Personalization

Personalization occurs based on web history.  It occurs both logged in and logged out unless you specify otherwise.  So Google search results are based on your profile. Check out info in your Google profile https://www.google.com/history/?hl=en So let’s say that you are a raving Bulwark fan. You search for Bulwark pest control a couple of times and soon enough, you only need to search for pest control and Bulwark comes up on top based on your search history. Personalization based on search history.  As far as profiling you,  Google further looks at what you like or dislike and serves up results.  So two visitors search for titans, the History Geek will get mythology and the Football Fanatic will get an NFL team. But it’s easy enough to turn off your web history.

Localization

Last year Google began offering local search results in the form of a map listings. Google determines local intent to buy based on the searches.  Someone looking for a dentist is most likely wanting to find a dentist nearby.  So local search was born. Last year the local results were only really found in the maps, but recently Google moved beyond just the maps to the organic results as well.  Now when Google deems your search to have local intent, the first few results prior to the maps seem to stay consistent but the results following the maps differ based on users IP address or users chosen location, and this occurs without personalization based on web history or website preferences. And this occurs automatically without users consent.

Both of the following had the same search term: Pest Control

Now watch the organics 4 to 10 change.

Perhaps not a big deal to many, but this does change up monitoring results. If I am using a Seattle based SEO team and they tell me I am #15 for pest control without personalization, they are missing the fact that I am #15 for pest control based on a search from Seattle. If you are automating reports, the IP of the search software tracking the positions will now greatly alter the results.

Moreover, the guys at the top of the pile just got a bump in the value of their positions because the localization doesn’t seem to occur until after the maps…. and with the advent of Google Instant and the increase of  impressions you’ll get at the top… Prime Real Estate Just Went Up in Value!

…and the Phoenix localization for “pest control” does not give the same results as a “Phoenix pest control” search.

Sun Tzu’s book “The Art of War” has made it’s way into the hands and minds of great and powerful men and women though out history.  Some argue that the book may have actually been mis-titled and perhaps the word “War” is better substituted with “Strategy”

Either way, true principles of business, relationships, tactics, management, and strategy can all be found within Sun Tzu’s writings.  He was a great teacher. But clearly I am not the first to think so, and with new translations being reproduced every so often Sun Tzu’s writings have become immortal.

So today’s post was inspired by the following:

The Concept of “Interests” in Sun Tzu’s “The Art of War”

http://www.china-defense-mashup.com/?p=6390

Very good read and the general idea is to define your goal and keep your eye on the target, or “interest”.

Unfortunately, or fortunately, I got an error when leaving my response, and as I hate to loose my thoughts I decided to post it here instead.

“American military thought flies in the face of these principles.” @acs

I think the problem with the American interest is that it is not a singular interest shared by the whole. It is much easier for a dictator to go to war than a democracy.

… not that I am an expert.  I only deal with battling little bugs and setting up a bulwark to keep the pests out.

But great post. One’s interest and intent should always be clearly defined.

Thos003
-Don’t mind me I am just a pest control guy.

Okay, I feel just a little bad about this phone conversation I had yesterday.  A guy calls and says that he is with Google Places wanting to verify my info, in reality he was with “Local Splash”.  He began his practiced speech…..

<a few seconds later>

“….So we can get you on the maps!”

“Where am I currently on the maps?”

“I don’t know… Let’s look…. Humph… Well we will 100% guarantee you a position at all times on the first page so you don’t have to worry about whether your there or not.”

“But I am already on the maps…. Where did you get my number?”

“From a list at the local library…But we are a full fledged SEO service.”

“SEO service?  Do you know who Matt Cutts is?”

“Uh…Does he work for Local Splash?”

“I’m sorry, but  I’m good… But uh…Good luck with the next guy.”

I actually felt sorry for this guy as I hung up the phone…

SEO Litmus Test – Do you Know Who Matt Cutts is?

If you don’t know the name of the guy who heads up the army that could wipe your website from off the face of the cyberworld than you won’t be leading my troops into battle.  Not that Matt Cutts is really out to get everyone, but if you cross his team then you will get it.  When I started SEO I didn’t know who he was.  I hired SEO teams, I have since had to learn to evaluate those teams and the work.  I have fired SEO teams. Word of advice, if you get a call on the phone for SEO run this litmus test.  If they can’t answer that question then you are running a higher risk.

Twitter Litmus Test – How to Determine who to Follow?

The first thing I do when I get a follow: I will look through their tweets to see if they are just blasting links, or if they are actually communicating with others.  I will follow people that provide good information and links after meeting them in real life.  I will follow people that engage me in conversations via twitter.  I follow people I want to endorse.  I unfollow people I don’t want to endorse any longer.

Social Media Litmus Test – What’s the Online Conversation?

Social media isn’t for everyone and just because many companies are jumping on board doesn’t make it right for all companies.  What people are most desiring online is communication.  Social media is communication. A telephone, a fax, face to face, email, blogs, all of these facilitate a conversation.  All of these are a type of social media. Just as much as you hated a “Win a trip to Disneyland” fax blast from the past, this new age of social media is about engaging people, not blasting your horn. Too many salesmen want to just talk TO you, not WITH you. Don’t hit me up with a bunch of solicitations.  You may ruin any chance you had.  If you choose to engage me than learn to listen.  I will tell you exactly what I want.  If you say you can deliver then I will proceed to drill you on what I want and how you are going to deliver it. I have no problems with a well thought out plan of engagement and I will give some of my time to listen to you.

By the way, I am just a pest control guy.  I learned my tenacity from a spider.  I learn that better businesses listen, from books like J.D. Powers, “Satisfaction”, I learn better SEO from reading legit SEO blogs, and books like “The Blueprint to SEO” and “The Art of SEO”. I am happy to share what I can.  You are welcome to disagree, share, or joke about anything I post… so long as I know you are listening to me and not just talking to me.

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