In this episode of the Service MVP Podcast, Joe Crisara sits down with Maggie Swift from Unframed Digital to break down one of the most misunderstood growth drivers in the trades: SEO.

They dive deep into the balance between authentic brand messaging and keyword strategy, why SEO is never “done,” and how contractors lose market share when they treat it as a one-time project instead of a long-term investment.

Maggie explains how Google’s constant algorithm updates impact your rankings, why technical jargon can actually hurt your search visibility, and how high-intent keywords drive warmer leads that make salespeople happier and more profitable.

You’ll Learn:
✅ Why SEO must be tied to real keyword research
✅ The difference between website copy and SEO content
✅ Why competitors can copy keywords  and why consistency wins
✅ How often SEO should be updated (and why it’s ongoing)
✅ How SEO shortens sales cycles and improves close rates
✅ The data infrastructure every contractor must have (Google Analytics & conversion tracking)
✅ How to evaluate your SEO partner and avoid getting scammed
✅ What a real SEO assessment should include

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