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[Podcast] The Evolution of SEO: Make Your Website the Best For Search – Brain Walker [RR 580]


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Brian Walker was a Mercedes Benz Master dealer technician and was ASE certified with L1. He owned Peak Automotive in Apex, NC and was recognized by Motor Age Magazine as a Top Ten Shops twice.

Brian is co-owner of Shop Marketing Pros. He does “Done for you” marketing services for auto repair shops. Brian believes that most people overcomplicate their marketing in an effort to make it easier

There is a 17,000+ word article on the Shop Marketing Pros website: “The Ultimate Guide to Auto Repair Shop Marketing shopmarketingpros.com/guide. Listen to Brian's previous episodes HERE.

Key Talking Points:

  • Artificial intelligence is being used to make the search engine “think like a human.” Can no longer trick search engines to cycle back to your websites.  
  • Google is a business- provides the best results based on what people are searching for, where they are searching from, search intent etc 
  • Making your website the best resource for the person searching- based on the content of your website 
  • Big city vs small town- businesses in big cities need a lot more work to be competitive, need quality links pointing back to the website, answering questions, the website needs to change often, age of domain- older the domain the higher on rankings compared to new domains

Website

  • Words on the page are most important and often the most overlooked part- written in a natural way 
  • Needs to have information people are searching for- quality and relevant information 
  • Google’s algorithm uses “search intent” and will understand the word “vehicle” is being used for car, motorcycle, truck, minivan, etc 

What you do on your website vs what you do on someone else's website- the links that come back to your website  

  • Your website- create high-quality content and utilize tools that analyze competitors website 
  • Having other links on different websites link back to your website- if you’re a member of your local chamber of commerce you should have your website listed in their directory. Website link and citation (name, address, phone number). Everything needs to be the same and consistent.  

DYI or hire someone?

  • Starting out yes, but as time goes on Is it the best use of your time? 
  • When using a marketing/SEO company you should always be authentic and use them to create blogs/videos as added content for the website. 
  • Video is king- it can be put into multiple places: website, social media, YouTube, get in the habit of shooting short videos on phone. Show your customers how you do things differently. 

Resources:

  • Thanks to Brian Walker for his contribution to the aftermarket’s premier podcast.
  • Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
  • Find every podcast episode HERE.
  • Every episode segmented by Series HERE.
  • Key Word Search HERE.

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Buy me a coffee

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. For all the right reasons, we’re not going to be face to face at AAPEX … yet AAPEX 2020 is going to be a virtual experience, which has defined this year for many of us. Virtual AAPEX will happen Nov. 3-5, 2020, and there’s still going to be a strong focus on meeting the needs of the service and repair community. And that includes technical and management training for shop owners, technicians and service advisors … product and equipment demos … and one-on-one meetings with suppliers. Don’t miss it. Make a smart move … register today at AAPEXSHOW.COM/Register

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This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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    • By carmcapriotto
      Thank you to our friends at RepairPal for providing you this episode. As shop owners we were part of RepairPal’s Certified network and you can learn more at RepairPal.com/shops.
      Show Notes
      How we met - Chamber + Locally Owned Tangi during Covid Megan’s story - what got her into Promo Products Your automotive dealership background experience Why promo products? Your favorite promo product story? Your top tips for choosing promotional products Why work with a promo product agency rather than going straight to Vistaprint, Imprint, or other online retailers? Let’s talk set-up and other fees. One shop owner asked why do I have to pay setup fee every single time if the file is already there?  Another note/comment from a shop owner: how can they touch/feel/see before buying? Really looking for a company to display at our trade shows. How can we make this process of selecting/buying promo products easy? Any promo product pet peeves you have? Last words….  
      How To Get In Touch
       
      Group - Auto Repair Marketing Mastermind
      Website - shopmarketingpros.com 
      Facebook - facebook.com/shopmarketingpros 
      Click to go to the Podcast on Remarkable Results Radio
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    • By carmcapriotto
      Thanks to our Partner, NAPA Auto Care Tanner Brandt covers critical topics such as the importance of curiosity, the 'what, why, and how' of learning, and the necessity of continuous education in the automotive industry. Tanner offers insights into diagnosing vehicles, solving complex problems, and the value of understanding the reasons behind every step in the repair process. This engaging discussion serves as a vital resource for technicians, shop owners, and trainers committed to staying ahead in the industry. Tanner Brandt, Autodiag Clinic. Tanner’s previous episodes HERE. Show Notes
      Breaks for Breasts (00:01:10) Carm Capriotti talks about the initiative "Breaks for Breasts" and its fundraising for breast cancer vaccine research at the Cleveland Clinic. https://www.brakesforbreasts.com/ The Methodology of Learning and Education (00:04:18) Tanner Brandt discusses the what, why, and how of learning and education, emphasizing the importance of making a plan and understanding the purpose of learning. The Importance of Understanding "Why" (00:06:20) Tanner Brandt emphasizes the importance of understanding the "why" in the learning process, using examples from diagnosing vehicles and performing tasks deliberately. Challenges in Encouraging Curiosity (00:11:48) Tanner Brandt discusses challenges in nurturing curiosity, sharing personal experiences from education and the automotive industry. Nurturing Curiosity (00:17:08) The benefits of curiosity in becoming a better technology specialist and diagnostician are highlighted, emphasizing the importance of nurturing curiosity from a young age. Curiosity and Learning (00:18:08) Discussion about the importance of curiosity in learning, and the need for mentors and teachers to foster curiosity in automotive repair. Surgeon and Diagnostic Skills (00:19:02) Comparison of diagnostic skills in automotive repair to a surgeon's need for broad knowledge, curiosity, and preparation. NAPA Auto Care Apprentice Program (00:20:28) Details about the NAPA Auto Care apprentice program, its curriculum, and the benefits for shops and apprentices. Diagnostic Case Study (00:23:15) Discussion about the importance of preparation and research for diagnostic work, with examples from real-life scenarios. Understanding Vehicle Systems (00:24:21) Insight into the importance of understanding vehicle systems and the need to research and understand the logic behind their functions. Critical Thinking and Diagnostic Planning (00:27:05) Importance of critical thinking, systematic planning, and complete system scans for effective diagnostics. Learning and Expert Help (00:30:39) Encouragement to seek understanding of "why" in learning and to find expert help from experienced professionals. Accountability and Testing (00:35:21) Discussion on the importance of post-tests for knowledge retention, caution about tests being written before curriculum, and the need for effective testing methods. Certifying Trainers (00:37:48) Discussion on the need for certifying trainers and the challenges in ensuring their expertise. Continued Education (00:38:59) Exploration of the importance of continued education for trainers and the lack of oversight in the current system. Types of Classes (00:39:46) Exploring the different types of classes needed for effective training, including teaching and communication skills. Training Hours (00:42:05) Debate on the number of training hours required to stay updated with automotive technology and the significance of continuous learning. Confession and Expertise (00:45:37) Discussion on the misconception of expertise after attending short classes and the need for continuous learning. Curiosity of Young Technicians (00:49:02) Assessment of the curiosity and commitment of young technicians entering the automotive industry. Challenges in Training Turnout (00:53:11) Challenges in ensuring attendance and participation in training sessions, and the commitment required from shop owners. Responsibility in Training Commitment (00:54:07) Emphasis on the responsibility of shop owners to actively support and participate in the training commitment for the improvement of the entire shop. The importance of scheduling training (00:54:27) Discussion on the challenges of scheduling training in the automotive industry and the importance of prioritizing it. Closing the shop for training (00:54:52) Debate about the necessity of closing the shop for training and the analogy of scheduling around a doctor's conference. Making time for training and life (00:55:29) The significance of scheduling time for training and personal life, and using calendar systems to block off training days.
      Thanks to our Partner, NAPA Auto Care Learn more about NAPA Auto Care and the benefits of being part of the NAPA family by visiting https://www.napaonline.com/en/auto-care Connect with the Podcast: -Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/ -Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976 -Subscribe on YouTube: https://www.youtube.com/carmcapriotto -Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/ -Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/ -Follow on Twitter: https://twitter.com/RResultsBiz -Visit the Website: https://remarkableresults.biz/ -Join our Insider List: https://remarkableresults.biz/insider -All books mentioned on our podcasts: https://remarkableresults.biz/books -Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom -Buy Me a Coffee: https://www.buymeacoffee.com/carm -The Aftermarket Radio Network: https://aftermarketradionetwork.com -Special episode collections: https://remarkableresults.biz/collections
      Click to go to the Podcast on Remarkable Results Radio


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