Hey Blue Collar Boss,
You’re paying your SEO Agency every month.
So here’s a simple question:
What are they actually publishing on your website?
Not what the monthly report says. Not how many “keywords they’re targeting.”
Open the pages. Read them.
Because Google’s latest spam update gives home service owners another reason to pay attention to what they’re paying for.
Reports following Google’s August spam update indicate that some affected sites were heavily using mass-generated AI content for SEO.
Google hasn’t said, “AI content is bad.”
The bigger issue is something Google calls scaled content abuse.
In contractor language:
Pumping out a ton of pages just because somebody thinks they can rank for another keyword.
And home service SEO makes this incredibly easy to do.
You May Already Be Paying for It
Your plumbing company serves 20 cities.
Suddenly your agency builds 20 “water heater repair” pages.
Then 20 drain cleaning pages.
Then 20 emergency plumbing pages.
Sounds like a lot of SEO work.
But open them.
If every page says basically the same thing with a different city name, what exactly are you paying for?
Same with HVAC.
Do you really need separate articles for:
“AC not cooling”
“AC running but not cooling”
“AC blowing warm air”
“Why won’t my AC cool my house?”
Maybe.
But if all four articles give basically the same answer, you didn’t get four useful pieces of content.
You got one article stretched into four URLs.
That’s not more marketing.
That’s more pages.
Page Count Doesn’t Pay Your Technicians
This is where owners need to change the conversation with their SEO company.
Stop asking:
“How many blogs did you publish?”
Start asking:
“What did this content actually do?”
Did it improve rankings for an important service?
Did it bring qualified homeowners into the site?
Did organic calls increase?
Are people finding you for water heater replacement, AC installation, sewer repair, roof replacement, or the jobs you actually want?
Because you can’t deposit “12 new blog posts” into your bank account.
The point of SEO for a home service company is not content production.
It’s generating profitable opportunities from search.
AI Isn’t the Problem
Your agency using AI shouldn’t automatically worry you.
Your agency using AI instead of knowing your business should.
AI can help turn your technician’s knowledge into a strong article.
It can help organize a page about heat pump replacement. It can help structure content about sewer line problems.
But somebody still needs to know:
What jobs do you actually want?
Which systems do your technicians work on?
What questions do customers ask before booking?
What problems are common in your market?
What makes your process different?
What service areas genuinely matter to your business?
If your SEO company can’t answer those questions, giving them AI just lets them produce generic content faster.
Here’s Your 10-Minute SEO Check
Go to your website and open five pages your agency created recently.
Don’t look at them like an SEO expert.
Look at them like the person paying the invoice.
Ask:
Does this sound like our company?
Would my service manager agree with what’s written here?
Does this answer something a homeowner would actually ask us?
Is this page genuinely different from the other pages on our site?
Can my agency explain what search opportunity this page is supposed to capture?
If you’re struggling to answer those questions, that’s worth a conversation.
Because Google does not need another generic article about “5 Signs You Need AC Repair.”
And your business doesn’t need another 50 pages nobody reads.
You need search visibility for the services that make your trucks move.
You need homeowners finding your company when they need help.
And you need SEO that contributes to the phone ringing.
If you’re paying for SEO but aren’t sure what you’re actually getting for the money, Book a Free Strategy Call with True Blue Collar Marketing.
Marketing that gets your phone ringing.
Avi | Founder True Blue Collar Marketing
Talk to you next week,