How Contractors Can Dominate Google Rankings with Danny Barrera

My Full Podcast With Danny Barrera

A few months ago I had the privilege of hosting Danny Barrera on the Contractor Click podcast. Danny is doing great work by helping thousands of home improvement business owners own their own marketing and get more business.

His mastery and strategic execution serve as a beacon for businesses and marketers aiming to leverage digital platforms for growth and visibility.

Embodying EEAT: Expertise, Authoritativeness, Trustworthiness, and Experience

In our comprehensive discussion, we delved into the significance of Google’s EEAT framework—Experience, Expertise, Authoritativeness, and Trust. Danny exemplifies these elements through his meticulous approach to SEO and content strategy.

I demonstrated how aligning with Google’s EEAT criteria can propel a brand to the top of search results, establishing a strong, credible online presence that resonates with both algorithms and human audiences.

For instance, Danny’s agency ranks at the top for highly competitive keywords in the concrete coatings industry. This is no small feat and speaks volumes about his deep understanding of SEO dynamics.

AD 4nXcuR9XKfWs6uy7KniuegkcTWs5afFSgZMcsf6gOeFF3uMaW8XbTOc34Rvx NIf XiyqFW3TRNUVJ2tYQxNd1KTeclZ
Contractor Click’s Organic Keyword Rankings

Most people and so called “SEO Experts” are trying to trick Google into giving them the reach they want by keyword stuffing, buying backlinks, and engaging in things which are against Google’s terms of service.

In short – we want to prove to Google that we do an excellent job at whatever we claim to do.

How Knowledge Panels Can Link Everything Together:

One of the examples we gave is Danny’s knowledge panel from using our knowledge graph explorer tool.

Unfortunately, there’s already a famous soccer player named “Danny Barrera”, so instead, we can see how much info Google knows about our Danny.

AD 4nXfyo02WsFhQYxeuCHPksKQe5oADtPu7Ir1D PJagXp7YkBtEQIAu4i dDkKZLmp IyJMmQFJy1HMPgH1JQiSqM6tgofzYkPol9
The Soccer Player Danny Barrera Instead of Ours

To do this, we have to find examples of Danny interacting with other businesses owners and combine organic content in a way in which Google can recognize him as a separate personal entity.

Content Repurposing: A Strategic Approach

A significant portion of our discussion focused on the power of content repurposing—a strategy that Danny has mastered to remarkable success. He adeptly transforms a single piece of content across various platforms—blogs, YouTube, social media, and ads.

Danny Repurposing Content To His YouTube

This strategy not only enhances SEO efforts but also ensures that all content produced by his agency continues to provide value, reaching wider audiences without additional content creation costs.

I made it a point in our discussion to ask why we should upload the same content to multiple platforms and there’s a few reasons for this:

Increased Visibility: Each platform has its unique audience and user behaviors. By distributing content across multiple platforms, you can reach a broader audience who may frequent one platform over another. This approach ensures that your content gains maximum exposure.

Platform-Specific Algorithms: Each social media platform uses different algorithms to determine what content gets shown to users. By posting on multiple platforms, you optimize your chances of getting seen, as each platform will promote your content based on its specific criteria and user engagement patterns.

Enhanced SEO Benefits: Sharing content across various platforms can create multiple backlinks to the original content, which improves SEO rankings by showing search engines that the content is valuable and authoritative. This cross-platform presence can reinforce the relevance and credibility of your brand or business.

Tailored User Experiences: Different platforms allow for different types of engagement. For example, Instagram may be more suited for visuals and short stories, while LinkedIn is ideal for more professional and detailed content. Adjusting the content to fit the platform can enhance user engagement by catering to the audience’s expectations and preferences on each platform.

Testing and Optimization: By spreading content across several platforms, marketers can test which types of content perform best on which platforms. This data is invaluable for refining marketing strategies and can inform future content creation to better meet the needs and interests of different audiences.

Resilience Against Platform Changes: If a business relies solely on one platform and that platform changes its algorithm, experiences downtime, or loses popularity, the impact can be significant. Distributing content widely mitigates the risk associated with dependence on a single platform.

For example, Danny’s approach involves taking comprehensive blog posts and breaking them down into smaller, digestible pieces of content suitable for social media, video scripts, and even interactive webinars.

Even when I was in Paris, I uploaded a video of myself on why AI is making practitioners more effective by following EEAT guidelines.

AD 4nXfOsqqgJsVAltw2e8PL7cYg oGk0nDFI5m8PQfQ63Hc3lL
My Video in Paris I Repurposed On Different Platforms

This maximizes the lifespan and reach of every piece of content created, ensuring it supports not just SEO objectives but also brand engagement and customer education across multiple platforms.

How Do You Find Winners From This Content?

In the podcast, I introduced what I like to call the “10% rule,” a crucial benchmark I use to measure how well content performs across various digital platforms.

This rule is simple: if at least 10% of the audience engages with a post—through likes, shares, comments, or views—it signals that the content is not only engaging but also holds significant value for that audience. This level of interaction serves as a critical indicator, helping us decide whether to further invest in promoting the content, typically through targeted advertising like our dollar-a-day strategy to amplify its reach and impact.

Here’s where our dollar-a-day strategy comes into play. When a piece of content hits that 10% engagement threshold, it’s a prime candidate for this approach. By boosting such posts with just a dollar a day in targeted advertising, we’re able to test and identify which pieces of content have the potential to perform even better, essentially finding our winners.

This method not only confirms the content’s appeal but also enhances its overall SEO strategy by leveraging organic user interactions to signal content quality to search engines.

As an example, take my friend Caleb Guillems of Better Wealth

By promoting Caleb’s content to other life insurance organizations and professionals, you can harness the power of targeted marketing. This approach involves creating content that resonates deeply with individuals in the life insurance industry, thereby increasing the likelihood of high engagement rates.

When you run targeted ads or share content within networks that include these professionals, the content is more likely to be seen and valued because it speaks directly to their interests and needs.

AD 4nXfU6Uh5bBWTt80qzKj0wEqR3C Tl4Ng4HmCuB36lRNjtHkIc wvBKQxe0oPRactSPqbjj1XuKMIQMhhOI8B61gL1L3st7aIRXbZ7EiuNq TTsNQ3Apl1nwswhRYe1QYmr5 8k4jJw?key=pR0GqtrpP1m1chlK2tR5DWKD
Targeting Ads To Those Who Already Know Caleb

The process involves identifying where these life insurance professionals gather online—be it LinkedIn groups, industry-specific forums, or professional associations—and then strategically placing Caleb’s content in these channels.

This targeted promotion not only boosts visibility among an engaged and relevant audience but also enhances the content’s authority and credibility by aligning it with recognized industry needs and discussions.

By focusing on such a specific audience, the engagement that this content receives is likely to be highly relevant, which in turn signals to search engines like Google that Caleb is a trusted authority in the life insurance space. This targeted approach not only maximizes the impact of the content but also strengthens Caleb’s personal brand as a thought leader in his field, leveraging both social proof and search engine algorithms to further his reach and influence.

This strategy perfectly aligns with Google’s focus on user engagement and satisfaction—vital components of their ranking algorithms. By centering our efforts on content that meets the 10% engagement rule, we use our resources more efficiently, promoting content that has proven its worth, thereby maximizing our digital presence and SEO effectiveness.

Using The 4 Stage Content Factory Tied It All Together:

The four-stage content factory model is a systematic approach to content creation and distribution that I discussed during the podcast with Danny. It’s a framework that effectively ties together production, distribution, and optimization of content, ensuring that every piece of content created can serve multiple purposes and reach its maximum potential audience.

AD 4nXdW A nCN5Hzx7xlMwzAYTDh5E6k2zsXS O0qytyUM6P ZG8H7L61xJ3 YRKlL6ED6X3wEDSp L6Y9lgpCyXOM5dwTpbRNLWPd8dbUBYf3nT1
The Four Stages of The Content Factory

For Danny, using this model allows him to maximize the utility and reach of every piece of content his agency creates. For example, if Danny’s team creates a video tutorial on how to effectively market concrete coatings, they can repurpose this video across various platforms. Here’s how it might work:

  • Creation: The original video is created, featuring a comprehensive guide on marketing strategies for concrete contractors.
  • Editing: This video is then edited into several shorter clips highlighting key points, such as SEO tips, social media strategies, and case studies. Each piece is tailored for different platforms; for instance, shorter clips for TikTok and Instagram, and more detailed versions for YouTube and Facebook.
  • Distribution: These edited versions are distributed across the specified platforms, ensuring they reach a diverse audience. Additionally, the content could be embedded in a blog post or featured in an email newsletter.
  • Optimization: Based on audience engagement, Danny’s team analyzes which segments of the video are performing best and might decide to create additional content focusing on those areas. They could also use insights from user comments to produce FAQ videos or live Q&A sessions to further engage their audience.

By applying this four-stage content factory approach, Danny ensures that no piece of content is wasted.

Each stage is leveraged to extract the maximum value from the original piece, optimizing resources and continuously engaging with the audience in new and meaningful ways. This not only helps in building a robust online presence but also significantly enhances SEO through diverse and strategic content distribution, ultimately driving more organic traffic and generating leads.

It’s Not A Technical Issue:

Dominating SEO is not a technical issue. Instead, it’s about demonstrating expertise, authority, and trustworthiness, which Danny Barrera exemplifies through his insightful podcasts and meticulous work at Contractor Click.

Danny’s approach provides a powerful lesson for all digital marketers: the path to SEO success is paved with the quality of the content you produce and the knowledge you share. Through his podcasts, Danny not only shares valuable marketing insights but also continually demonstrates his deep understanding of the industry.

This consistent display of expertise naturally enhances his and his agency’s credibility, encouraging both users and search engines to regard his content as authoritative and trustworthy.

Ultimately, the best way to rank higher on Google isn’t through over-optimizing technical SEO tricks but by genuinely being an expert in your field.

Like Danny, when you focus on creating meaningful, informative content that resonates with your audience, you align with Google’s goal of providing the best answers to users’ queries. This strategy not only improves your SEO performance but also builds a lasting relationship with your audience, establishing you as a go-to resource in your industry.

Dennis Yu
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.