Binsky Home Local SEO & PPC Proposal

Prepared By
RicketyRoo Inc.
August 30, 2023

Why We're Talking

Colleen reached out to us again after having initial discussions late 2022. Binsky is in a position to take action to improve their PPC and SEO strategies.

Typically, companies like Binsky Home turn to us when they are:


About the results, or lack thereof, provided from previous vendors.


By the sheer amount of noise going on in the industry with what works and what doesn’t.


With their current status quo. Should we prioritize citations, link building, content development, a new website, reviews, structured data, ML/AI, Google My Business, or all of the above?


Because they’ve been promised everything under the sun from sales reps of other agencies but have only ever received blog posts that get miniscule traffic, no ranking improvement on keywords that matter, excuses, and no real strategy besides “Look at this shiny report!”

Executive Overview

Traffic/rankings don’t pay the bills and keep you profitable – leads and new customers do. In order to drive new leads to Binsky Home, we need to set the right foundation, not just on the website, but across the local search ecosystem.

We took a look at your current website and organic rankings. Here are our top findings:

  • Robots.txt & Sitemap issues
  • Site-speed improvements
  • Poor organic traffic and rankings
  • Poor structured data implementation
  • Potentially toxic backlink profile
  • Missed content opportunities
  • Duplicate content
  • Poor website architecture

This proposal is designed to go into detail about these high-level findings and how we can help increase organic visibility, at the local level for your target market

We will be measuring rankings and organic traffic monthly but we’ll ideally be looking at reporting on new leads for each location.

Let's Talk About Your Business


Robots: *
Disallow: /wp-admin/
Allow: /wp-admin/admin-ajax.php

Not having the 2 lines above can cause crawling issues. Robots.txt files instruct crawling bots what they can and can’t crawl. Disallowing /wp-admin/ tells the crawler to not crawl any files in that folder. /admin-ajax.php is used by Themes and Plugins for front-end rendering (not always)

The link to the sitemap also does not exist.

Site-Speed Improvements

The images below represent lab data from for the AC Repair page and the Sump Pump Repairs page. There is a lot of room for improvement on site-speed. We’re very bullish on site-speed, we published a case study on Moz last summer showing how impactful site-speed has been for both organic traffic and leads.

AC repair page CWV

Sump pump repair page CWV

Backlink Profile Might Be Toxic

Backlinks are links to your website from third-party sites. They help build trust and authority with Google. We found a significant amount of low-quality backlinks using the same exact match phrases which could cause us to get penalized by Google.

Duplicate Content

 I grabbed this line from the Drain clearing page: “Our technicians have the skills, knowledge, and tools to fix most Drain Clearing problems on the spot.” – Google search result. There are over 255 pages indexed on Google that have nearly the exact same content. Duplicate content could potentially get you penalized (rare) but almost guarantees that the content will not rank well and has a higher likelihood of not getting indexed. The quality of the content on these Copyrighted pages aren’t that good to begin with.

Dupe content examples (the website templates for most of these may also look very familiar):

Missed Content Opportunities

You have a large service area but you don’t have content to rank in these cities listed on the website. Creating content for your service area can help you rank in the nearby cities.

Organic Traffic & Rankings

Rankings have been in a steady decline over the past 2 years. This happened as referring domains increased. This is a sign that there may be low-quality backlinks that are likely harming your site.

Structured Data

Structured data/Schema is a great way to give search engine crawling bots structured sets of information about specific elements on a page or website. The current Schema being used isn’t ideal. LocalBusiness Schema is deployed across the entire website. Since Binsky only has 1 location currently, this Schema should be deployed on the Homepage only. There are also errors found in your schema that should be addressed.



Solutions for Home Service Companies


Outside of ensuring that Google Analytics is tracking conversions, we created a Google Data Studio Dashboard that includes Google My Business Insights.

It’s Recommended that call tracking is implemented on the website and each Google My Business listing has a unique call tracking number to track leads

For call tracking, we recommend CallRail.

Keyword Research

Ensuring that we’re targeting the right keywords for each location is extremely important.

We will be relying on your Google Ads search term reports along with Google Search Console Date

During this process we’ll identify:

  • New keywords to consider
  • Content gap opportunities
  • SERP features including, People Also ask, Knowledge Panels, Answer Box Results, etc.

Competitive Analysis

If you want to rank location pages in their local market, first you
need to understand the local competition.

We look at 3-5 competitors that are ranking well for competitive
keywords to understand not just HOW but WHY.

Here’s what we look at:

  • Site architecture: Internal linking, URL structure, observations on website copy, structured data, readability, and word count.
  • Backlink analysis: We use Ahrefs to identify backlink opportunities and to see how the competitor is building their links.
  • Reviews: Average rating, quantity of reviews, and review velocity

Proprietary Tools (seriously)

Monthly Tech Fee: $250

Proprietary tools:

  • Competitive link benchmarking and ongoing link building CRM, saves a lot of time.
  • Google Data Studio SQR: The SQR downloads the previous 16 months worth of Search Console records & puts them into a BigQuery database. A bot downloads the newest records daily.
  • GBP Tracker – We built a GBP tracker that can track any Google Business Profile, no access needed. If there are any new changes to a listing we’re tracking, we’ll know within 1 day. The tool also tracks review velocity over a 12-week period.

Our toolset also includes:

  • Rank tracking for your top 10 keywords and top 10 locations.
  • Jepto GBP pipeline setup to feed GBP insights into our GDS report.
  • ahrefs, Majestic, Google Data Studio, Postamatic, BrightLocal, Whitespark, and more.

Proposed Potential Roadmap

We are a deliverables-focused company
This 3-month SoW (we call it a roadmap) was hand-built based on our conversation, your goals, and where we can bring value. There are no checkbox solutions here.

What happens after month 3?
During month 3, one of our deliverables is your next roadmap. We look at where you are at, look at your goals (locations & trades), and build out the roadmap to keep moving us in the right direction.

Why Potential?
Covered in the next slide.

View Roadmap

Why is this Sow ‘Potential’?

Local SEO has changed dramatically over the years. ~7 years ago, you could build 100 citations and rank fairly well for your keywords.

Those time are no more, Given the constant-changing nature of local search, we like to be adaptive vs. reactive, e,g, We may see something that we feel should be prioritized now.

Instead of adding that to work to be done in the future, we would likely drop everything we were focusing on and whatever we could to get it done.

Everyone has a plan until they get punched in the mouth.”

Website Redesign Rates

Redesign: $14,500 – $15,500

Content for website: 40-50 pages total: $7,500

Local SEO Rates

Retainer: $4500/mo
Tech Fee: $250/mo

PPC Rates

PPC one-time setup fee: $1500
PPC monthly management: $2500

Why Us?

We probably don’t fit the typical agency mold that you’re used to working with. There aren’t 4-layers of communication to get to the people doing the actual work on your account.

As our homepage states; “We are passionate about supporting local business. We understand what it takes to drive eyeballs, clicks, and ultimately customers for your business leveraging Google.” And we’re pretty great at it.

Our team is small but knowledgeable, experienced, and mighty! We are confident we’ll be able to drive the right kind of results to Binsky Home.

We live and breath local search and actively contribute to the local SEO and greater SEO community.


Client Proof

Case Study: JUNK Relief

- Client since December 2020

RicketyRoo has been a huge return on investment, way more than we ever anticipated. It’s wonderful to not even think about our SEO because we have the true experts.”

Joe Weidman Owner, JUNK Relief

Further Client Proof

Work completed:

  • Technical audit
  • On-site SEO
  • Review building strategy
  • Citation work
  • Local Competitive analysis
  • Local link building

Instead of creating content that may not truly add value, we focused on building.


These numbers are reported directly from them, not some arbitrary metric we pulled to make us look good.


46.99% 2016 VS 2017
79.05% 2017 VS 2018
163.19% 2016 VS 2018

Where do I begin? It’s all so incredibly perfect! I have worked with quite a few people in this industry, one of them supposedly one of the biggest names in the SEO game, but no one has even come close to matching the knowledge and professionalism of Blake and his team at RicketyRoo.

Having a bunch of different service locations in varying markets accross the US and Canada makes it difficult work of developing plans they have put into motion is genius and working SO WELL! Beyond the abvojus knowledge of SEO and implementation strategies, the communication is as good as I’ve ever had with anyone. They are also EAGER to see results in your business and genuinely give a shit. I cannot recommend Rickety Roo enough! Really, you can’t go wrong here!

Scott Schrader CMO, CottageCare

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Thank You For Your Time Binsky Home,


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