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I was on a call with my friend Star Smith, owner of Mr. Clean Power Washing, LLC, in Baltimore, MD. She mentioned that she wants to redirect her budget toward strategies that genuinely generate leads. She also wants her website to truly reflect her business and the hard work she puts in every day.
Demystifying SEO: What Matters for Your Business
When it comes to SEO, many people find it overwhelming and confusing. During the discussion, Star admitted that whenever she thinks she understands SEO, something new arises, raising new questions. But here’s the thing—SEO doesn’t need to be mysterious or overly complicated.
I’ve been in the search engine game for over 20 years and built the analytics systems at Yahoo. I know the tricks used by SEO experts because I used to protect search results from manipulation. There’s no secret sauce here—everything is out in the open.
While SEO tools can generate lengthy reports full of data, the focus should be on what drives growth. The goal isn’t just ranking higher on search engines but converting those rankings into meaningful traffic and leads.
GMB Listings
Managing local SEO for multiple business locations can be challenging. With three locations across Essex, Bel Air, and Joppa, Mr. Clean Power Washing, LLC faced issues with their Google My Business (GMB) listings.
I identified a problem with their Joppa location not displaying correctly on GMB. This issue is common for businesses that have relocated or expanded. It highlights the importance of regularly monitoring and updating GMB listings to ensure accurate representation.
Keywords
Mr. Clean Power-Washing, LLC ranks for 363 keywords in Google’s top 100 results, with key terms like ‘power washing near me’ and ‘Baltimore power washing’ performing well.
But ranking on keywords alone isn’t enough. What truly matters is whether these rankings translate into real traffic and leads. It’s easy to get lost in the data—average Google positions, keyword changes—but it’s meaningless if it doesn’t result in more customers. For instance, you might rank for ‘pressure washing services granite’, but if that keyword has no search volume, it’s not helping your business.
The focus should be on keywords that drive traffic and convert into leads. For example, “Baltimore power washing” ranks fourth, generating 13 visits per 150 searches monthly. That’s valuable. On the other hand, branded searches like ‘Mr. Clean Power-Washing’ doesn’t count, as they’re more about navigation than discovery.
SERP Features
When someone searches for ‘power washing Baltimore,’ Google shows not only websites but also images, maps, news, and videos—these are called SERP (Search Engine Results Page) features. Ranking across these features boosts visibility.
For instance, Mr. Clean Power Washing, LLC holds the third spot in organic search for ‘power washing Baltimore’, but they need to improve their map rankings and appear in Local Service Ads (LSA), which help local businesses capture high-intent searches.
The goal is to rank in as many SERP features as possible—maps, images, videos, and People Also Ask (PAA) sections—to maximize visibility and attract more customers.
On-Page SEO Issues
Mr. Clean Power Washing, LLC’s URLs show the use of traditional SEO tactics, such as injecting keywords by repeating location names like ‘Gambrills’ to rank locally. However, this approach no longer works as effectively as it once did. The content needs to engage users, not just insert keywords.
As the term ‘Gambrills’ is low competition with only 56,000 results, it presents an opportunity. If I look at how many web pages have this term in the title, it’s only a thousand. So, only a thousand pages compete for this term, and her site is at the top. She could drive more traffic by adding more features to these pages, like rich media. Consider embedding tweets, videos, or linking between different pages to pass SEO juice.
For example, the page for ‘Baltimore power wash’ is underperforming. SEO landing pages with similar headers and injected keywords often result in diminishing returns. The page currently holds a URL rating of 4 and a domain rating of 32. While a domain rating of 32 is average for a local business, a low URL rating of 4 indicates poor keyword performance. The page contains only four backlinks, so increasing both the number and quality of links could improve its ranking.
Errors on specific pages, such as the one for concrete cleaning services, also need fixing. Instead of relying on repetitive content, you should add rich media like embedded videos and create internal links between pages to pass more SEO value and improve the user experience.
Link Audit and Disavow Requests
A review of Mr. Clean Power Washing, LLC’s backlinks revealed that while many links are contextually relevant, some come from low-domain-authority sites, such as directories or spammy sources. For example, links from fake sites like “Lancaster Restorations” or “Accident Lawyer Allentown” aim to deceive search engines. Spammy links, like “Last Minute Movers California,” with phone numbers in the title, can damage the site’s SEO.
To protect the site’s reputation and performance, disavow these links by submitting a request to Google and clarifying that these links were created without your knowledge. Removing these links will help prevent penalties and improve SEO performance.
If Google detects numerous fake links, it doubts the legitimacy of the entire site. Clean up the links pointing to your site to avoid penalties and improve SEO performance.
The Truth Behind Spammy SEO Tactics: What You Need to Know
Spammy SEO tactics, like using outdated link strategies, harm your site’s SEO. Avoid relying on such tactics and focus on effective SEO strategies, such as exchanging guest blog posts or writing local content relevant to your business.
Imagine you own a Tahoe and visit a Chevrolet dealership for a transmission issue. They fix it but overcharge you for unnecessary repairs, claiming the engine is broken and you need new upholstery. You’d return to your trusted mechanic, who might feel uneasy if you began instructing them on how to fix things based on what you learned from the dealership.
Similarly, if you try to guide your SEO expert without understanding the nuances of SEO, they might be frustrated. For instance, while going through the backlinks of Mr. Clean Power Washing, LLC, I saw links from unrelated topics like emergency services and divorce lawyers, which are essentially worthless. These tactics aim to trick search engines but often lead to penalties.
Understanding SEO can be like checking under the hood of your Tahoe. You need to ensure that everything’s running smoothly and that you’re not being misled by your SEO company. Don’t rely on outdated tactics or dubious practices. Focus on real, effective strategies that will genuinely improve your SEO and online presence.
When I looked at her site, I saw that the spammy tactics were being used thousands of times. Her SEO provider is likely using link farms, private link networks, and other spammy techniques to game the system.
Evaluating Your SEO Investment: Is It Worth It?
Star pays $2,100 a month for map rankings. To determine if she’s getting her money’s worth, she should request a detailed report showing actual actions taken, not just a generic ranking summary. Local SEO, particularly for maps, depends on reviews, citation frequency, and consistent updates.
There is a strong possibility—about 90%—that this $2,100 is not being well spent. Many agencies outsource services, mark up the cost, and do minimal work themselves. The person handling her SEO might be using tools like Local Viking or Rank Fortress, costing $400 a month, and pocketing the difference. If so, she is likely being overcharged for outdated and ineffective services.
You deserve transparency and results that drive your business forward.
Improving Star’s Website Content and SEO: A Practical Approach
Address Problematic Content
Begin by examining the site’s content and SEO issues. Star should use Google Search Console to disavow harmful or irrelevant links that might have been created using deceptive tactics. Focus on replacing these with genuine, high-quality links.
Create Authentic Content
Gather real customer testimonials and stories. Team members should use the Geo-Category Grid to capture short, 15-second video reviews based on specific services provided in each geographic zone (e.g., “pressure washing in East Baltimore” or “deck sealing in Inner Harbor”).
For example, after cleaning Mrs. Johnson’s house in a specific area, request a quick video review. These videos, tailored to both the location and service category, become more discoverable to potential customers searching for services in their area. Use these videos for blog posts and social media, ensuring that content adapts to various search formats like maps, images, and videos.
Incentivize the Team
Encourage the team to capture videos by offering incentives. For example, a $25 gift card to Chili’s can motivate them. Implement a recognition system similar to what Ashley Furniture used, where they honored employees who created the most videos. Consistency is key—make video collection a regular part of the routine to maintain its importance.
By doing this in each Geo-Category Grid zone, the team will cover all local areas and services strategically. This adds an extra layer of targeting, helping the business tailor its marketing efforts to customer needs in each area.
Repurpose Videos for SEO
Repurpose videos into articles or have a team member do so. Using the Geo-Category Grid strategy to manage content allows you to strategically target specific customer needs in each geographic area and service category.
For instance, link these articles from high-authority sites. I own Free-ebooks.net, which has a domain rating of 74 and over 8.3M genuine backlinks. This approach provides a significant SEO boost compared to spammy links and enhances overall SEO performance.
Use Conversational Language
Write content that resonates with real audiences using everyday language. Avoid awkward keyword stuffing like “Landscaping repair Culver City 323 512”. Instead, use natural, conversational language. Record videos with her technicians explaining their services to ensure the content is both SEO-friendly and authentic.
Focus on High-Quality Backlinks
Prioritize acquiring backlinks from reputable sites. Quality backlinks can significantly boost her rankings. However, remember that strong content is crucial. Invest in strategies that drive real results, not just impressive metrics.
Avoid Spammy Practices
Be cautious of spammy SEO practices such as auto-generated content and irrelevant links. These tactics may seem effective but often result in penalties and poor site performance. Stick to genuine content and effective SEO strategies for long-term success.
Leveraging Cost-Effective Solutions for SEO and Content Creation
For effective SEO and content creation, prioritize transparency and cost-efficiency. Use detailed analyses and itemized tasks to pay only for what’s needed. Content VAs, at $3 an hour, can transform videos into engaging content, leveraging the Content Factory system to integrate SEO with social media strategies, helping scale her business affordably.
For businesses like Mr. Clean Power-Washing, LLC, having a dedicated SEO professional is crucial to maintaining an online presence, particularly when dealing with multiple locations.
Drive Business, Not Just SEO
At the end of the day, the goal is simple: get more calls and grow your business. All the SEO techniques in the world are pointless if they don’t drive real, tangible results. Google recognizes those tactics for what they are. To move beyond that, focus on what truly matters—real content, real language, and strategies that drive business, not just rankings.
Take Action Now:
If your current SEO spend isn’t delivering the results you expect, share your reports with us. We’ll help you understand your SEO. Our focus is on cutting through the noise in the SEO world to implement what works.
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Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.