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

Connect with Kyle:

Key Resource: What's Your Story? - Front Burner Marketing

Related Article: Matt Brooks of SEOteric on nexus-based link building

Example Businesses:

Related Service: AI SEO at Front Burner Marketing

Explore Services: Local SEO Services at Front Burner Marketing

"If you're a home service business owner, I can almost guarantee you you're driving past free money every day. Just think—every red light you come to, there's a barrel of $100 bills over there and you just drive right by it."

"Your website's now a vetting device rather than a discovery device because of the changes Google had already made."

"You're out of time. You're in that movie scene where the ferry's pulling away, but the ramp's still down and the car's trying to jump over. That's where you are right now."

"If you could only say one thing to your homeowner, what would it be? That takes some time, some effort, and some meditation."

"When you connect on core values with your ideal customer, they feel something. Even if they never buy from you, they feel it."

✅ Home service businesses need to prioritize storytelling over keyword optimization. The most effective marketing starts with identifying and communicating core values that differentiate you from competitors in commoditized markets.

✅ Co-marketing with complementary businesses is massively underutilized. Simple actions like taking selfie videos with painters, plumbers, or other trades on job sites creates authentic content, builds local authority, and generates natural brand mentions across multiple websites.

✅ AI search is fundamentally changing the discovery process. Business owners can no longer afford to wait—80% of effort should focus on clear storytelling while 20% should go toward strategic positioning in ChatGPT, Perplexity, and other LLM platforms.

✅ Neighborhood-level content is free money. Taking 30 seconds to photograph neighborhood signage and create location-specific content for every job creates micro-location pages that dominate local search without significant investment.

✅ Franchise models severely limit local SEO effectiveness. Out of 100 franchise conversations, only about 3 can make the necessary changes to compete effectively in local search due to corporate restrictions on messaging and website customization.

✅ Community involvement must be documented and linked strategically. Sponsoring cleanups, attending galas, and supporting local organizations only generates SEO value when properly documented with photos, links, and cross-promotional content across multiple platforms.

✅ The days of H-tag and keyword optimization are over. If your SEO isn't part of telling your authentic story, you're building on sand. Modern algorithms and AI platforms reward authority, authenticity, and relevance.