Google's Algorithm and Modern SEO

Ryan Chute
Ryan Chute
June 29, 2022
Google's Algorithm and Modern SEO

There’s no better way to describe the relationship between Google’s algorithm and modern SEO other than, “two peas in a pod.” It’s Google’s algorithm that controls the behavior of search engines and influences search engine optimization (SEO) practices. On the other hand, SEO is a marketer’s best hope to ensnare Google’s complex system in hopes of ranking in searches, both paid and unpaid. Like Tom and Jerry on a wild chase, the Google algorithm and SEO are inseparable. As a business owner who yearns to rank up in search engine results pages or SERPs — SEO service is your best bet. Your SEO strategy is destined to fail, however, if you don’t align your game plan to Google’s robust search criteria. Countless online resources aim to lend some clarity to this topic, but rather than something concrete, most available information is speculation and conjecture. In this article, we’ll dissect Google’s search algorithm, disect how it works, and how to align your content for optimal results.

What is Google’s SEO algorithm?

To understand Google’s algorithm, we must first explore what “algorithm” means: An algorithm is no more than a set of rules that are followed to solve a problem. In the context of modern SEO, the problems are every person’s search query and the solutions are the webpages that appear in your SERPs. And it is Google’s SEO algorithm that decides which content ranks in search results. Google’s algorithm is a sophisticated system that Google uses to retrieve information from its search index so it can deliver the best possible results for a query. Using various ranking factors like meaning, relevance, content quality, usability, and context, Google finalizes which results make it to the first page and which ones remain on page 2,459 (nobody cares beyond page 3). So before we uncover Google’s algorithm further, it’s helpful to understand the general concept of how the Google ranking process works. These are split into three steps:

1. Crawling

Google uses computer programs called web crawlers, spiders, or bots that scour the face of the internet searching for new or updated webpages. You won’t rank in search results unless your webpage gets crawled and then indexed. Tip: The more links a page has to it, the more visible the page becomes for Google. That’s why multiple SEO campaigns bank on link-building techniques.

2. Indexing

Google then analyzes the URL and the content of every crawled page to decipher what the page is about. To do this, Google looks closely at the texts, media, and data available on the page and then stores all the information in a database called Google Index like a library, but instead of books, they’re webpages. Tip: To maximize your webpage’s indexing potential, configuring your technical SEO is a must. That means making sure your sitemap, headers, and tags are in order.

3. Serving

Serving is the third and final stage, otherwise known as the ranking stage, that decides which of the pages are the most relevant and useful against a particular search query. So, how does Google algorithm EXACTLY work? Well, the short answer is no one really knows, unless you belong to Google’s inner circle. And knowing the algorithm means having a lifehack to stay ahead of the curve. The thing about Google’s algorithms is that they’re fleeting and ever-evolving. Most of the updates are ever so slight that they even go unnoticed. In Google’s defense, keeping its ranking algorithm a trade secret is a valid sentiment for 2 reasons:

  • First, it protects the company’s value
  • Second, it protects users from exploitative marketers who wish to manipulate SERPs to their favor

Violating the second is counterintuitive to Google’s mission statement: _to organize the world's information and make it universally accessible and useful. However, every once in a while, Google decides to let the public know especially when updates are too significant to disrupt currently practiced SEO principles. Typically, Google informs beforehand so webmasters can employ modern SEO practices to make the necessary adjustments. Here are they:

Major Google Algorithm Update Names

Major Google Algorithm Update Names

  • Fred

A dreadful day for most affiliate sites that relied heavily on disruptive ads and thin content. Although Google didn’t spell out Fred that much, everyone knows it has something to do with E-A-T (expertise, authoritativeness, and trustworthiness). Webpages that lacked EAT suffered from the Fred update.

  • Intrusive Interstitials Update

Pop-ups are one of the most popular tools used by marketers for conversion. However, Google’s 2018 update focus on devaluing webpages that used intrusive interstitials (pop-ups, modals, and overlays). As a rule of thumb, any website that uses spammy, disruptive, or bothersome ads are penalized.

  • Mobilegeddon

At the turn of the decade when Google searches became more prominent on phones than PCs, Google rolled out their “mobilegeddon” update — and it was pretty straightforward. Either your webpages are mobile-friendly or not, there were no gray areas. The purpose was to improve the user experience among mobile users.

  • RankBrain

This rollout perhaps is what truly revolutionized Google search engines. By using machine learning, Google became capable of teaching itself using data inputs to provide the most relevant results to SERPs queries. In other words, Google transitioned from “reading” search characters to “interpreting” the entity they represented.

  • Panda

Panda was Google’s backhand slap to countless content farms that constantly produced tons of low-quality content. Since this update, Google’s algorithm values prolific and consistent content uploads over sheer volume. Panda heavily targeted websites with poor, non-useful, non-trustworthy content.

  • Penguin

Penguin was the extension of Google’s fight against low-quality content, but this time around, with backlinks. Since link volume weighed much in ranking, blackhat SEO practitioners used manipulative and spammy links to outperform higher-quality sites. Penguin ensured that Google rewards only the natural, authoritative, and relevant links pointing to a webpage.

  • Hummingbird

The Hummingbird was a rewrite of Google’s core algorithm that focused on making SERPs precise to the search query and intent using natural language search. Instead of Google doing a word-for-word match for queries, they doubled down on Google removing certain words to understand the intent behind the query better.

  • Pigeon

The Pigeon algorithm update aimed to strengthen local businesses that have a strong organic presence by rewarding their search visibility. In other words, Google let you find exactly what you're looking for based on your location.

  • Payday Loan

Some search queries in Google are more spam-prone than others, including gambling, drugs, pornography, and of course payday loans sites. Many marketers take advantage of high-volume and CPC keywords to manipulate traffic into their site and increase SERP ranking — purging these was the Payday Loan update’s aim.

  • EMD (Exact Match Domain)

The EMD update’s goal was to devalue websites that use exact-match domains or domains that use keyword phrases searched in Google. Most marketers at the time focused on building “exact-match” websites comprised of thin content but still manages to rank in Google, which the EMD update then culled.

  • Page Layout Algorithm

Google has always valued user experience along with top-notch content. And while other updates focus heavily on content, the Page Layout algorithm focused on optimizing every website’s UI to give visitors the best possible UX. That meant sites with static and pervasive ads above the fold or along the sides needed a revamp.

Modern SEO practices that abide by Google’s major updates meant that your site is on the right track from the search engine’s perspective. Conversely, violating any of these major ranking adjustments would render all SEO campaign strategies moot. But if you want the best modern SEO approaches to scale your home service enterprise, you’ll need time-tested expert solutions — Wizard of Ads™ can help you with that. Book a call to learn more!

Last 5 Updates from Google

Last 5 Updates from Google

With everything that’s been said above, keeping in step with Google updates, no matter how minor, is necessary for all webmasters and SEO specialists. Algorithm alterations, data refreshes, and filters are the common culprits to blame when websites drop in SERP ranking or SEO visibility. To help you plan out your modern SEO practices, here are 5 of the latest updates that Google announced over the last 9 months:

1. May 2022 Core Update - Google Search Improvement

The May 2022 core update began on May 2022 and was completed on the 9th of June. This core update exhibited more prominent volatility in SERP rankings than the previous core update last November. Information from data providers like SEMrush and RankRanger revealed more drastic changes in the retail industry. Moreover, there are signs that Google bogged down AI-generated sites, and spikes were observed in high-quality human-written content, regardless of niche.

2. March 2022 - Product Algorithm Update

Google announced on March 23, 2022, a product review ranking update that aims to update segregate high-quality review webpages from those that aren’t. The update urged review sites to publish helpful and in-depth product reviews that also practice neutrality (benefits, drawbacks, improvements from previous versions). Moreover, product reviews should be made from an actual user experience that includes information beyond the spec sheet. So, if you’re an HVAC company that publishes product comparisons, you should make sure to provide in-depth analyses based on expert opinions and actual usage. Not only will you rank better, but also increase site visibility (which attract the green M&Ms).

3. February 2022 - Page Experience Update

As mentioned before, Google puts heavy emphasis on optimizing your website’s user experience and interface for the benefit of users. And this page experience update treads along the same path as Google urges webmasters to make the necessary changes on their sites. Here are the metrics for the February 2022 update:

  • Largest Contentful Paint (LCP) — measures page load speed
  • Cumulative Layout Shift (CLS) — measures how much a webpage experiences unexpected layout shifts that affect visual stability
  • First Input Display (FID) — measures the time your browser takes to process an interaction from a user
  • HTTPS Security — users expect a private and secure online experience that protects the data between a user's computer and the website
  • Absence of Intrusive Interstitials — no intrusive, pervasive, annoying ads

4. December 2021 - Product Review Update

Many think it was ill-timed for Google to roll out a product review update, especially during the busiest and most profitable time of the year for product review sites. The December update focused on introducing two new modern SEO practices when publishing product review content:

  • First: Webpages must provide evidence that they used the product in question, in the form of visuals, audio, or links demonstrating actual use
  • Second: Webpages must offer multiple buying options that offer readers the chance to buy from their “merchant of choice”

5. November 27, 2021 - Broad Core Update

Google calls the November 2021 “broad” to signify that it doesn’t particularly target any niches, but aims to optimize Google’s overall system. Many respected marketers agreed that the core update wasn’t as disruptive as feared, however, some noticed that Google seem to be indexing lesser content. Amidst the recent updates, Google’s guidance remains firm across the board: To practice a holistic improvement on your overall website by providing the best possible content and not only focusing on singular aspects. With the Google algorithms out of the way, businesses, webmasters, and anyone that aims to rank their webpages on search engines should focus on aligning their modern SEO strategies to Google’s requirements.

The Four Pillars of Modern SEO

The Four Pillars of Modern SEO

Think of the 4 pillars as scaffolding that makes up a holistic SEO experience to ensure top-level traffic is driven into your webpages. Here they are:

1. Technical SEO

The first pillar begins with technical SEO. Why? Because there is no other ‘SEO’ unless you ensure that your webpages’ links and information have been crawled, collected, and indexed by Google’s spiders. And there are two ways to give Google’s spiders instructions on whether to crawl your website or not:

  • Robot.txt files tell spiders which pages they shouldn’t crawl. This is normally done to keep crawlers from indexing thin, duplicate, and private content.
  • XML sitemap is the polar opposite of robot.txt as they list all the webpages that you do want to be crawled, indexed, and shown in SERPs.

On top of crawling and indexing, technical SEO is about improving other technical aspects of a website. So you may want to follow this technical SEO checklist to help improve your business’ organic rankings:

  • Install an SSL certificate to signal Google that your website is secure and safe for users
  • Optimize a mobile-friendly version of your website
  • Improve your site’s loading speed
  • Remove any duplicate content
  • Add structured data markup on your website to add rich snippets to your meta descriptions (when applicable)
  • Register your website on Google Search Console

2. Quality Content

If you take a peek at Google’s reminders whenever they roll out a new update, one thing’s ever-present: Improve your content. At the end of the day, quality content is king. Optimization tactics are meant to augment the already top-notch quality content published on your webpages. Nevertheless, there are 5 factors you should consider when talking about content and modern SEO:

  • Quality

Unique and well-written content that adds value to your readers.

  • Keywords

Infuse your content with keywords that you want to gain exposure for in SERPs. Make use of main keywords, related keywords, and [natural language processing]( language processing (NLP) is, in the field of linguistics.) to build the context.

  • Freshness

Google loves up-to-date content. Make sure you keep your content fresh and frequently updated. This is especially relevant in your blog section.

  • Type of content

Content is more than just the text found on the page. You may want to integrate other consumable content like images, videos, and visually appealing elements. If you’re a home service business, we urge you to include images of your services and products.

  • Relevance

Whenever you’re producing content, make sure they align with your audience’s potential search intent. The more cohesive your publications are to their query, the better you will rank in Google SERPs.

3. On-Page Optimization

Optimizing content for users is one thing, but improving your on-page elements for search engines (and also users) is another. Here are the common on-page optimization practices you should take into account:

  • Page titles, meta titles, and meta descriptions

Search engines like Google use these pieces of information to develop snippets regarding your content, and they are helpful to also improve click-through rates in SERPs.

  • Heading tags

Properly labeling your headers with the appropriate heading tag helps break up content into readable chunks, improving the average time on the page. Plus, headings tags help Google identify headings from main texts.

  • Alternative text

Alt text gives search engines a written description of an image within your content, helping them derive meaning.

  • Internal links

These links allow Google and website visitors to easily access other pages on your website. The hyperlink must convey the context and meaning of the internal link. These also pass rank juice from the current webpage to the hyperlink’s destination.

4. Off-Page Optimization

As the name suggests, off-page SEO is the opposite of on-page. This aspect denotes the authoritativeness, relevance, usefulness, and trustworthiness of your website on the internet, with respect to how other websites echo back to you. There are three ways to secure a strong off-page SEO:

  • Backlinks

The more external webpages linking back to you, the more Google notices your website making rounds online. Additionally, the more authoritative a website that links back to yours, the higher authority score your website gets.

For example, an HVAC business that gets a link back from popular domains like Carrier Global will make Google trust your website more.

  • Local search profiles

This is applicable if you have a physical business, which is likely for home service business owners. Establish a Google Maps listing by registering through Google Business Profile.

Pro Tip: Encourage your happy clients to rate your business in Google Map listings to increase the authority and SEO power of your business.

  • Social media influence

A backlink from Facebook to your website doesn’t give the same trust and authority as outlined above, while LinkedIn and Twitter rank in search engines. Nevertheless, social media profiles like are valuable sources of traffic to your website.

Modern SEO vs Google Algorithm Updates

The world of SEO is ever-changing, and is sure to evolve countless more times as Google continues to “improve” its search algorithm. Just remember, Google is in it to win it, regardless of the true costs to your business. The goal of modern SEO is to eliminate any refuted practices as demonstrated by Google’s core and periodic updates and to employ good, acceptable, and effective SEO practices in online campaigns to ensure positive SERPs ranking potential from Google.

More Google Updates Are On Their Way

With Google’s history, there are more major updates coming our way in the next few months. It’s a great idea to start optimizing your business’ webpages according to the most significant core updates in the last decade and the 5 latest updates from the time of this article posting date. Modern SEO combined with adherence to Google’s algorithm, you can ensure a significant increase in sales, more generated leads, and a secured brand image. If you need help optimizing your home service business to outperform your competitors, the Wizard of Ads™ has got you covered. Book a call now and let’s make your business into a household name!

(Google Business Profile)
(Google Search)
(Google Ads)
(Brand Guide)
(Brand Alignment)
(Digital Playbook)
(Social Media Today)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

Ready to transform your world?

(do it - you
deserve this)