Jeremy Rivera interviews Kyle Bailey, founder of Front Burner Marketing, about local SEO strategies specifically designed for home service businesses. Kyle brings a unique perspective as one of the few SEO professionals who has actually worked in the trades—framing, roofing, drywall, and kitchen/bathroom remodeling.
Kyle Bailey
- Founder, Front Burner Marketing
- 15 years in home service digital marketing
- Former tradesman turned SEO specialist
- Author of upcoming book: What's Your Story? The Path to Connection with a Homeowner
Connect with Kyle:
Key Topics Discussed
The Unique Challenges of Home Service Marketing (02:00)
- The attention gap problem: business owners are firefighters and babysitters
- Why before-and-after photography is critical but difficult to execute
- Kyle's hands-on approach: driving to clients in Texas to handle photography personally
- The urgent need to adapt to AI-driven search changes
Your Story as Your Superpower (04:00)
- Every home service business has a unique story that competitors lack
- How to identify and articulate your core values
- The difference between shotgun vs. rifle messaging (broad vs. focused)
- Employee, friend, and customer audits to discover hidden core values
- Why story-based differentiation creates genuine connection with ideal customers
Key Resource: What's Your Story? - Front Burner Marketing
The Franchise Limitation (06:30)
- Why only 3 out of 100 franchises can effectively compete in local SEO
- Corporate restrictions on messaging, location pages, and customization
- The Quiznos cautionary tale
- Due diligence steps before buying a pizza franchise or any franchise
- Free discovery calls available to assess franchise SEO viability
Community Co-Marketing: Driving Past Free Money (10:00)
- The "barrel of $100 bills at every red light" concept
- Neighborhood signage opportunities: 30-second content goldmine
- Co-marketing with complementary trades (painters, siders, window companies)
- How to create video content on job sites with partners
- Transcribing videos into blog posts for multiple websites
- The professional advantage: extracting marketing value from daily activities
Related Article: Matt Brooks of SEOteric on nexus-based link building
Example Businesses:
Community Cleanups and Local Link Building (21:00)
- Why community cleanups work on Reddit (when normal promotion fails)
- Keep America Beautiful: National nonprofit with county-level support
- Community Clean Links - organizing community cleanup initiatives
- SEO benefits: event directories, national aggregators, Google event SERP
- Brand mentions directly in search results
- Documentation strategy: branded team, photos, no pitching
The AI Search Reality (24:00)
