In this episode of Digital Marketing for Contractors, Janet and Caitlin from Fat Cat Strategies explore the rapidly changing world of search engine optimization (SEO) and the key trends contractors need to know for 2025. With Google making over 5,000 algorithm changes in 2024 alone, staying ahead requires adapting to new technologies and search behaviors.

The discussion begins with the rise of AI and machine learning. Tools like ChatGPT and voice assistants are reshaping how users find answers online. Instead of traditional Google searches, more people are turning to AI-driven platforms, which means contractors need to create content that feeds these systems. Optimizing websites to answer common questions like “How much does a new roof cost?” or “What’s the lifespan of vinyl siding?” is crucial for staying competitive.

The team also highlights voice search and video content as growing trends. Whether homeowners are asking Alexa about home improvements or using YouTube to find DIY tips, contractors need to ensure their content is optimized for both. Using voice-friendly formats and leveraging video for visual storytelling can significantly improve engagement.

Another major focus is EAT (Experience, Expertise, Authoritativeness, Trustworthiness). Google increasingly prioritizes trustworthy, high-quality content. Contractors can achieve this by showcasing their expertise through detailed blog posts, FAQs, and customer testimonials.

Janet and Caitlin emphasize the importance of delivering a fast, mobile-friendly website. User experience is becoming a bigger factor in search rankings, so ensuring your site is easy to navigate and quick to load is non-negotiable.

In summary, 2025 is all about creating engaging, trustworthy, and accessible content. Contractors who adapt to these SEO trends and diversify their marketing strategies will thrive in an ever-changing digital landscape.

For more insights, visit Fat Cat Strategies.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode of Digital Marketing for Contractors, the team at Fat Cat Strategies dives into an often-overlooked truth: online marketing alone isn’t enough to sustain and grow a successful home improvement business. While digital strategies like SEO, paid ads, and social media are crucial, the most successful contractors pair these tactics with offline marketing to maximize their reach and impact.

Janet and Caitlin, co-owners of Fat Cat Strategies, share their expertise and real-world examples of how a balanced marketing approach delivers the best results. They discuss the “marketing triangle,” which integrates online efforts, offline strategies, and in-person branding to create a cohesive customer journey.

Listeners will learn why offline tactics—like direct mail, home shows, and local sponsorships—still work, even in a digital-first world. The episode covers actionable strategies, such as targeting specific neighborhoods with postcards, leveraging branded vehicles and yard signs, and partnering with local realtors for referrals. There’s also a discussion about the power of canvassing, using techniques like the “three up, three down” rule to generate leads while building trust within the community.

The hosts emphasize that offline and online marketing aren’t competing methods—they complement each other. Whether it’s a homeowner hearing a radio ad, seeing a yard sign, or receiving a postcard, these offline touchpoints reinforce your digital presence and lead to higher conversions.

This episode is packed with insights for contractors looking to grow their businesses by embracing a well-rounded marketing approach. Tune in to learn how to combine online and offline strategies to generate more leads, increase brand recognition, and dominate your market!

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Tips and warnings so you don't lose data or get your account shut down.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Digital marketing Due Diligence Checklist.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Not every homeowner who visits your website is ready to buy right now.   In this episode we explore different ideas, tactics and messages that you can use to help your prospects along every stage of their buying journey. 

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

When leads are pouring in, everybody's happy.  But what happens when they slow down? Do you have a plan for that? In this episode we discuss tactics and strategies to navigate periods with slower and lower lead volume. 

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode, we talk about how to take advantage of your CRM (customer relationship management) software. Everything from how to pick the best one, to how to implement it with your team, to what opportunities a CRM can open up for your contractor business.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode, we talk about the newest version of Google's tracking software, called Google Analytics 4 (GA4). We'll share some tips on what GA4 can do for you, and whether or not you should worry about updating to this newest version.

We also have a free resource for you to download that will help you implement GA4 for yourself and give you some tips on how to use it best. You can download it for free at fatcatstrategies.com/ga4.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode, we talk about how to get quality jobsite photos on every project. From photo techniques, to organization strategies, to motivators for your team to actually take the photos, we've got some tips on how to ensure you get great photos to showcase your work every time!

We also have a free resource for you to download called How To Take Amazing Jobsite Photos. You can get your copy at fatcatstrategies.com/photos.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode of Digital Marketing for Contractors, hosts Janet and Jack from Fat Cat Strategies discuss the benefits and strategies of running branded ad campaigns for home improvement contractors. They break down the purpose of branded campaigns—pay-per-click (PPC) ads that target a business's own name. Jack explains that branded campaigns act as a "defensive play" by helping contractors secure their own brand name in search results, preventing competitors from intercepting potential customers. They also explore scenarios like when a competitor has a similar name or when a business wants to boost visibility and trust through a combined presence of organic search results, Google Business Profile, and paid ads.

Janet and Jack discuss metrics to watch, such as cost-per-click and search impression share, and emphasize that branded campaigns should be highly cost-effective since they target people already looking for the business. They touch briefly on competitor campaigns, where businesses target competitor names in ads, although they note restrictions on directly using competitors’ names in ad text. They conclude by advising that while branded campaigns are best for established businesses, new companies should focus first on non-branded campaigns to build awareness.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode, we talk about how to set a budget on Google Ads. Whether you're beginning ppc campaigns for the first time, or you've been running ads for a while, we've got some tips on how to make the most of your budget.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode we discuss how to craft a great marketing offer around the holidays in the summer season. We share some examples of quality offers that we've seen be successful, as well as what to do if you don't want to run an offer.

You can also download our free resource on how to craft great promotional offers at fatcatstrategies.com/offers.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode we discuss how long it takes for your website to rank on Google. (Hint: that's the wrong question to be asking. We'll talk about what the better question is.)

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode we discuss how to find out what your competitors are doing online. We cover some specific tips and tactics, as well as the ways to tell who your actual digital competitors are (and they might be different than you think!).

If you'd like to get some insight into your digital competitors, sign up for our FREE Competitor Analysis at https://fatcatstrategies.com/competitors/.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode we discuss what makes for a great digital marketing agency, and what questions contractors can ask to help find the best marketing partner for them.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

This episode is part 3 of a 3-part mini-series where we are exploring the levels of a contractor business. In this episode, we discuss what the marketing picture looks like at each level and how you can grow your business from one level to the next.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

This episode is part 2 of a 3-part mini-series where we are exploring the levels of a contractor business. Growth as a business isn't always linear, and the things you've done to help you succeed in the past might not be the things you need to keep doing to help you grow. In this episode, we discuss the strategies that will help you transition your business from one level to the next.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

This episode is part 1 of a 3-part mini-series where we are exploring the levels of a contractor business. In this episode, we discuss what each level looks like, and what tensions you might be feeling when you're ready to move from one level to the next.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode we cover how to effectively create and use your Google Business Profile (formerly Google My Business) as part of your overall marketing strategy.

To level up your online presence, check out our resource The Contractor's Guide to Google Business Profile. Visit fatcatstrategies.com/GBP.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode we talk about how to incorporate social media as an effective part of your marketing game plan.

To level up your online presence, check out our resource Dominate Social Media Marketing. Visit fatcatstrategies.com/social.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode of Digital Marketing for Contractors, Janet and Jack from Fat Cat Strategies discuss essential guidelines and potential pitfalls of advertising on Google, particularly for home improvement contractors. They emphasize that violating Google Ads policies can lead to account suspensions and, in severe cases, permanent bans. They highlight common violations, such as creating multiple ad accounts, using outdated billing information, and unintentional ad policy violations related to misleading content or discriminatory targeting.

One example shared is of a client whose account was suspended after hiring multiple agencies, each running separate ad accounts for the same business—a direct violation of Google’s policies. This issue was complex to resolve due to Google’s policy of withholding specific violation details from advertisers to prevent manipulation.

Jack and Janet also touch on less common violations like financing offers, phishing, malware, and cloaking, which could unknowingly lead to suspensions. They explain that Google’s support process is slow, often taking weeks or months to resolve issues, and caution against creating new accounts to bypass suspensions.

Finally, they advise contractors to follow Google’s appeals process carefully and offer a downloadable guide on their website for avoiding account suspensions and navigating Google Ads policies effectively.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Welcome to the first episode of Digital Marketing for Contractors!

In this episode we explore the differences between traditional and digital marketing, and what tactics you should include in your contractor business marketing game plan.

To level up your online presence, check out our resource 5 Reasons Homeowners Aren't Choosing You Online (And What You Can Do About It). Visit fatcatstrategies.com/homeowners.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Digital Marketing for Contractors goes live in January 2023!

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode of Digital Marketing for Contractors, Janet and Caitlin from Fat Cat Strategies discuss the crucial steps contractors should take when their website is hacked, along with the impact on SEO and digital marketing. They emphasize that while a hacked website can feel overwhelming, the first step is to stay calm and not panic. Websites are vital for lead generation, and recovering from a hack is critical for maintaining business operations.

The hosts outline the three essential steps to recover from a hack: cleaning your site, requesting a review from Google, and rebuilding trust with fresh, authoritative content. Cleaning your site involves either restoring a previous backup or using a service like Sucuri to remove malicious code. Once the site is clean, it's crucial to request a review from Google to ensure your website is re-indexed and deemed safe for visitors, as hacked sites are often de-indexed and removed from search results, which can severely impact traffic and visibility.

The final step is rebuilding trust with Google by publishing high-quality content that demonstrates Expertise, Authority, and Trustworthiness (E-A-T). This helps improve your site's reputation and ranking after a hack. The hosts also stress the importance of ongoing website protection, including malware scans, firewalls, and regular updates, to prevent future attacks.

They share an anecdote about a client who refused security measures and ended up with their website hacked, resulting in Japanese characters appearing in their Google search result titles. This example illustrates the importance of taking website security seriously.

In conclusion, they encourage listeners to protect their websites proactively and seek expert help if needed. Contractors should follow these steps to recover quickly and maintain their digital presence.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode of Digital Marketing for Contractors, Janet and Caitlyn from Fat Cat Strategies discuss how home improvement contractors can use Google Trends to enhance their marketing efforts. Google Trends, a free tool, helps contractors track search patterns and seasonal trends, giving valuable insights into when customers are most likely to search for services like roofing, siding, or window installation.

The hosts explain how contractors can strategically use this data to allocate their marketing budgets during peak search periods, maximizing their chances of generating leads. They also highlight the importance of understanding what homeowners are actually searching for, noting that customers often use broad, non-technical terms like "siding replacement" rather than specific product names. By adjusting content to match these terms, contractors can improve their visibility online.

Janet and Caitlyn also suggest alternative marketing tactics, such as direct mail and email marketing, to maintain lead generation during off-peak seasons. They stress the value of cross-promoting services and offering seasonal promotions to stay top of mind with potential customers.

In summary, Google Trends is a powerful tool for contractors to plan and optimize their marketing efforts based on search volume and seasonal demand, ensuring they reach the right audience at the right time.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

In this episode of Digital Marketing for Contractors, Janet and PPC specialist Jack Ankoviak discuss Google Guaranteed Ads, also known as Local Service Ads (LSAs). They explain how these ads work, how to set them up, and the benefits of using a pay-per-lead model for home improvement contractors. They also cover the differences between Google Guaranteed Ads and traditional paid search ads, the pros and cons of the platform, and practical tips for maximizing ad performance. Whether you're new to LSAs or looking to optimize your current campaigns, this episode provides valuable insights for contractors looking to grow their business.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Transitions between Google Ads agencies are often necessitated by various factors—perhaps a client is seeking better performance, a different strategic approach, or simply a new agency partnership. However, without a well-executed transition plan, the shift can disrupt ongoing campaigns, lead to a loss of valuable data, and strain client relationships. This episode underscores the importance of managing these transitions smoothly to avoid such pitfalls.

What You’ll Learn in This Episode Listeners will gain a comprehensive understanding of what agency transitions entail within the Google Ads framework. We'll cover everything from the technical aspects, like setting up and managing Google Ads Manager Accounts (MCCs), to the strategic considerations, such as preserving campaign performance and maintaining client trust.

By the end of the episode, you’ll have a clear roadmap for managing agency transitions effectively, equipped with strategies to mitigate risks and best practices to ensure that the process is as seamless as possible. Whether you're currently facing a transition or simply preparing for the possibility, this episode will provide the guidance you need to navigate the process with confidence.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

This episode, we are joined by a guest from Renoworks. Go to Renoworkspro.com/fatcat for a special offer. 

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.