Reach, Impressions, and What to Watch Instead
What the two metrics actually mean, the number hidden between them that is genuinely useful, and why neither belongs at the top of a contractor's report.
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The Profile Fields Most Contractors Leave Empty
Messaging, products, attributes and booking links sit unfilled on most contractor profiles. Which are worth the effort, which are a trap, and why an empty field is sometimes the right answer.
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Most Suspensions Start With an Edit
Profiles are rarely suspended out of nowhere. An edit sends the listing back through a review it has not faced since verification, judged against today's rules rather than yesterday's.
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"Near Me" Voice Searches: How Local Intent Works
Most voice searches carry local intent, and most resolve in the map results rather than on a website. What that means for a contractor's Business Profile and their chance at position zero.
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Google Lens Does Almost Nothing for Trades
Visual search does almost nothing for a home service contractor. The one real behaviour is homeowners photographing failed parts, and it has a small, cheap implication for your photographs.
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Covering a Subject, Not Repeating a Phrase
Search engines stopped matching strings long ago. The useful question is not which phrase to repeat but how much of the subject the page actually covers.
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How to Redesign Without Losing Your Rankings
The costly part of a redesign is not the invoice. It is a site that ranked for years losing half its traffic because the old addresses stopped working.
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Keeping Your Google Verified Badge
Most badges are lost to a calendar, not a complaint, an expired license or certificate that nobody was watching. What actually triggers suspension, and what to do when it happens.
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Which Kind of Retargeting Suits a Contractor
The usual comparison is feed ads versus banners, and it misses the option worth most to a trade: bidding differently when a past visitor searches again.
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The PPC Metrics That Mislead Contractors
When your conversion is a phone call, several standard metrics report the opposite of the truth: a good visit can look like a failure. Which numbers lie, and which to trust instead.
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