Author
Kurt Schell writes the guides on local search and the calls that follow.
Co-founder of Lithium Marketing since 2010. He writes about local SEO, Google Ads, websites and AI phone answering for the people who run service businesses.
- 67 guides
- Writing since 2010
- Portland, Oregon
About Kurt
Fifteen years of search work, written down.
Kurt founded Lithium Marketing in 2010 and runs operations and the marketing programs behind it. Before that he spent years on search and conversion work for service businesses, which is where the habit of measuring a campaign in phone calls rather than rankings came from.
Every guide on this blog is written from work Lithium has actually done for contractors, home services and professional practices across the United States. Where a number appears, it comes from a client account, a published price or a market this team services.
He is based in Portland, Oregon and works with every client by video.
Guides
SEO and local search
How local search works, what it costs and how long it takes to bring in calls.
A local SEO checklist: seven strategies that bring in customersSeven local SEO strategies that bring service businesses more calls: profile accuracy, service pages, keyword mapping, reviews, links, mobile and tracking.Learn more Local keyword research for service businesses, step by stepHow to do local keyword research for a service business: build a seed list, read search intent, check volume, map keywords to pages and measure leads.Learn more Local link building: how service businesses earn trust and authorityLocal link building for service businesses: 12 ways to earn links from suppliers, associations, partners and local press, plus the link schemes to avoid.Learn more Fence company SEO: strategies to outrank your local competitorsFence company SEO that wins local jobs: service pages by material, project galleries, Business Profile setup, reviews, supplier links and call tracking.Learn more Landscape SEO: how landscapers attract the clients they wantLandscape SEO for maintenance and design-build companies: separate service pages, seasonal content, project photos, Business Profile setup and reviews.Learn more Painting contractor SEO: the mistakes that cost you jobsThe SEO mistakes that cost painting contractors jobs, from one-page websites and wrong profile categories to cloned city pages and untracked calls.Learn more SEO vs PPC: which digital marketing strategy fits your budget?SEO vs PPC for a service business: what each costs, how fast each works, when to pick one first, when to run both and how to split a limited budget.Learn more Your SEO strategy is already most of your AI search strategyOur opinion: a sound SEO strategy already covers most of what AI search needs. Here’s what carries over, what’s left to add and what to skip.Learn more What is structured data, and why is it important?Structured data is code that labels your page’s facts for search engines. What it is, why it matters for a service business, which types fit and how to test.Learn more How much does SEO cost for a local business?Local SEO typically costs $1,300 to $3,000 a month with Lithium. See what drives the price, what the work includes and how to judge an SEO proposal.Learn more How to get more plumbing leads: 8 ways that workEight ways to get more plumbing leads: answer every call, Google Business Profile, reviews, service pages, Google Ads, Local Services Ads and repeat work.Learn more How to get more roofing leads: 8 ways that workEight ways roofers get more leads: own the map pack, collect reviews, build service pages, run PPC, prepare for storms, follow up fast and earn referrals.Learn more What is local SEO, and how does it work?Local SEO explained for service businesses: how the map pack works, what Google ranks on, what the work includes and how to tell if it’s paying off.Learn more How long does SEO take?How long SEO takes for a local business: what happens in month one, months two and three, and from month four, plus what speeds it up or slows it down.Learn more Multi-location SEO: how to rank every branch without duplicatesMulti-location SEO for service businesses: when each location gets its own Business Profile, how to build location pages and track calls by branch.Learn more How to choose a marketing agency for a service businessChoosing a marketing agency for a service business: what to decide first, questions to ask, red flags, contract terms and how to compare proposals.Learn more What is AEO in marketing?AEO, or answer engine optimization, means shaping your pages so AI search tools quote them. What it is, how it relates to SEO and what the work includes.Learn more AEO vs GEO vs SEO: what each term meansAEO vs GEO vs SEO, in plain English: what each term means, where the work overlaps and what you should get when an agency sells you each one.Learn more How to appear in Google AI OverviewsHow Google picks the sources in AI Overviews, and the steps a service business can take to show up: indexing, answer-first pages, local facts and tracking.Learn more Answer engine optimization: the full guide for service businessesA step-by-step answer engine optimization guide for service businesses: crawler access, question research, answer-first pages, facts, schema and tracking.Learn more How to get more HVAC leads: 8 ways that workEight ways HVAC companies get more leads: answer every call, own the map pack, build service pages, run seasonal ads, sell maintenance plans and follow up.Learn more How to get more electrical leads: 7 ways that workSeven ways electricians get more leads: pick the right jobs, answer every call, own the map pack, build service pages, run ads and earn referrals.Learn more
Guides
Google Business Profile
Set up, verify and grow the Google listing that puts you on the map.
Google Business Profile optimization, field by fieldA field-by-field Google Business Profile optimization guide for service businesses: categories, services, photos, posts, reviews and what to track.Learn more How to respond to Google reviews, with examples you can adaptHow to respond to Google reviews, with example replies for five-star praise, fair complaints, mixed reviews and reviews you can’t match to a job.Learn more How to add a manager to Google Business Profile and pick the right roleAdd a manager to your Google Business Profile: the exact steps, which role to choose, how to give an agency access and how to fix a stuck invite.Learn more How to claim and edit your Google Business ProfileClaim your Google Business Profile, request access when someone else controls it, verify it and make edits that stick. Steps for service businesses.Learn more How to get more Google reviews from the customers you already haveGet more Google reviews by asking every customer at the right moment, with a direct link and a short script. Plus the rules that get businesses in trouble.Learn more Local citations for service businesses: which ones matter and how to fix themWhat local citations are, which ones a service business needs, how to fix inconsistent listings and when a citation service is worth paying for.Learn more Google Business Profile setup, step by step, from search to verifiedSet up a Google Business Profile step by step: check for an existing listing, fill every field within Google’s limits, verify and launch without a suspension.Learn more Business Profile video verification: a script and a checklistA shot-by-shot script and checklist for Google Business Profile video verification, for storefronts and service-area businesses, plus what to do if it fails.Learn more Service-area business verification without a storefrontGet a service-area business verified on Google without a storefront: who qualifies, hiding your address, the proof to prepare and what to avoid.Learn more Business Profile service areas vs a physical address: how to set them upShould your Google Business Profile show an address or service areas? How to choose, set up to 20 areas, hide your address and get seen in the towns you serve.Learn more Business Profile stuck in processing? How to move a pending verificationGoogle Business Profile stuck in processing or pending verification? What each status means, what to check and when to contact Google support.Learn more Google Business Profile suspended? Why it happens and how to get it backWhy Google suspends Business Profiles, from keyword-stuffed names to virtual offices and duplicate listings, how to prevent it and how to appeal a suspension.Learn more
Guides
Websites and planning
Real examples, costs and checklists for a website that turns visitors into calls.
5 website trust signals every service business needsFive website trust signals every service business needs: real contact details, real photos, sourced reviews, license numbers and clear terms. With examples.Learn more How much should a contractor website cost?A contractor website typically costs $5,000 with Lithium, plus optional $99/month hosting. What moves the price, ongoing costs and red flags in website quotes.Learn more How to choose a web design agency for Gresham, OregonHow Gresham, OR business owners should choose a web design agency: local market facts, a hiring checklist, questions to ask, red flags and real prices.Learn more A website redesign checklist for service businessesA website redesign checklist for service businesses: audit, redirects, content, testing and launch steps that keep your rankings, calls and form leads intact.Learn more Contractor website design: what to includeContractor website design that wins jobs: service pages, project photos, an estimate form on every page, trust signals and fast mobile pages. Full checklist.Learn more Construction company website examples worth copyingFour construction website examples built by Lithium, from commercial steel to paving and glass, and the choices on each that bring in estimate requests.Learn more Plumbing website design with real examplesPlumbing website design that books jobs: three plumber sites we built, what each does well, and the pages, phone setup and after-hours plan every plumber needs.Learn more Home service website examples from real buildsSix home service website examples we built for junk removal, garage door, restoration, electrical and septic companies, and what each does to book jobs.Learn more Manufacturing website examples and featuresManufacturing website examples we built, led by an industrial coatings shop, plus the capability pages, RFQ forms and proof B2B buyers check before they call.Learn more Landscaping website examples and design ideasLandscaping website examples we built for a garden center and a landscaping contractor, plus design ideas for project photos, seasonal services and estimates.Learn more
Guides
Google Ads and budgets
What ads cost, how to set them up and how to tell which clicks turn into jobs.
How to create your first Google Ads campaign: a beginner’s guideA step-by-step guide to your first Google Ads campaign for a service business: account setup, tracking, keywords, ads, budget and the first 30 days.Learn more Google Ads for landscape companies: how to drive leads and grow revenueHow landscape companies should run Google Ads: split maintenance from design-build, time the spring ramp, build pages that sell and track booked jobs.Learn more Seasonal ad spend: how to adjust for peak and off-peak monthsHow to adjust ad spend for peak and off-peak months: read your own demand curve, ramp before the rush and keep campaigns working through the slow season.Learn more How much do Google Ads cost for a service business?Google Ads costs two things: ad spend paid to Google and a management fee. See what drives cost per click, how to set a budget and what Lithium charges.Learn more Local Services Ads: how they work and whether they’re worth itHow Google Local Services Ads work: who qualifies, how screening and pay-per-lead billing work, what affects ranking and when to pair them with Search ads.Learn more A service business landing page should keep the promise in the adHow to build a landing page for a service business: match the ad, prove you can do the job, and make the call or quote request the obvious next step on a phone.Learn more Google Ads for plumbers: how to turn clicks into booked callsHow to run Google Ads for a plumbing company: campaign structure, keywords and negatives, landing pages, call handling, budget and the numbers to watch.Learn more Facebook ads for contractors: how to get leads from people who weren’t searching yetHow contractors should run Facebook and Instagram ads: when they beat Google, offers that work, lead forms vs landing pages, targeting, creative and follow-up.Learn more Google Ads for HVAC companies: what works and what wastes moneyHow HVAC companies should run Google Ads: separate repair, replacement and maintenance campaigns, ride the weather, answer every call and track booked jobs.Learn more Roofing PPC: how to run Google Ads that fill the estimate calendarRoofing PPC explained: split repair and replacement campaigns, prepare for storms, block bad searches, build estimate pages and track signed contracts.Learn more
Guides
AI receptionist and automation
Answer every call, follow up every lead and take busywork off your team’s plate.
AI receptionist vs after-hours answering service: what contractors need to knowAI vs traditional after-hours answering services for contractors: how each handles night and emergency calls, what each costs and how to choose.Learn more Stop losing jobs to missed callsWhy missed calls cost service businesses jobs, and how an AI phone system or a missed-call text-back wins them back, with costs, setup and texting rules.Learn more AI appointment scheduling for plumbers, electricians and HVACHow AI appointment scheduling works for plumbers, electricians and HVAC companies: booking rules, calendar setup, emergencies, handoffs and what it costs.Learn more Automated lead follow-up that closes more service jobsHow automated lead follow-up closes more service jobs: instant replies to new leads, estimate check-ins, past-customer reminders and stop rules.Learn more Turn voice notes into AI estimates and invoicesHow to turn a tech’s voice notes into draft estimates and invoices with AI: how the workflow runs, what you need, what it costs and how to keep it accurate.Learn more Turn equipment manuals into custom AI search for field techsHow to turn equipment manuals into custom AI search your field techs can ask from a phone: how it works, what to load, accuracy and cost.Learn more Five AI automations every home service business should adoptFive AI automations worth adopting in a home service business: call answering, voice-note estimates, follow-up, scheduling and review requests, with costs.Learn more The AI trap: why automating everything is bad advice for small businessesWhy “automate everything” is bad advice for small businesses: how over-automation backfires, which tasks to automate, which to keep human and how to start.Learn more AI receptionist cost vs answering service pricingWhat an AI receptionist costs compared with a live answering service or a human receptionist, how each one bills, and the hidden fees to check for.Learn more An AI receptionist buyer’s guide for service businessesHow to choose an AI answering service: what it should do, how to test it with real calls, what pricing to expect and the questions to ask before you sign.Learn more What is AI automation for a small business?AI automation explained for small businesses: how it differs from rule-based automation, a step-by-step example, common uses and what it costs.Learn more AI for small business: where it helps firstWhere AI helps a small service business first: phones, estimates, follow-up, marketing drafts and internal answers, plus what to skip and how to start.Learn more AI workflow automation examples for service businessesEleven AI workflow automation examples for service businesses, including three real Lithium projects, each with its trigger, the AI step and the human check.Learn more
Free action plan
Want a second opinion on what to fix first?
Let’s have a real conversation about your business. No fluff, no high-pressure sales pitch. In a 1:1 strategy call, we’ll review your goals, your website, and your current marketing efforts. You’ll leave with a prioritized plan outlining quick wins and a clear path toward long-term, sustainable growth.
What we’ll cover
- What’s working (and what isn’t) in your current marketing
- Site and funnel gaps that are costing you leads
- Local SEO and paid traffic opportunities
- Simple tracking and KPIs to measure success
(503) 766-5964
[email protected]
2000 NE 42nd Ave Ste D Unit 2370, Portland, OR 97213
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