Comfort Zone Heating & Cooling SEO Proposal
Prepared By
RicketyRoo Inc.
November 1, 2024
Why We're Talking
Stacey reached out to us after getting a recommendation from Nick Rau at Nexstar Networks. Stacey & Travis are looking to grow by 50% next year and want a lot of that growth to come from SEO.
Typically, companies like Comfort Zone Heating & Cooling turn to us when they are:
Bummed
About the results, or lack thereof, provided from previous vendors.
Overwhelmed
By the sheer amount of noise going on in the industry with what works and what doesn’t.
Frustrated
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?
Pissed
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 Comfort Zone Heating & Cooling (h/t to Travis), we need to set the right foundation, not just on the website, but across the local search ecosystem.
During our research and building out a custom-tailored roadmap, here are the key points we discovered:
- Poor organic rankings
- Weak backlink profile
- Technical SEO issues
- Site speed issues
We will be measuring rankings and organic traffic monthly but we’ll ideally be looking at reporting on new leads and tie in revenue via ServiceTitan.
Let's Talk About Your Business
Lack of Organic Rankings
The website is mainly optimized to rank for keywords focused on Canton GA. The top ranking keyword is “Canton heating and air” at position 10. With a decently large service area and only 1 keyword on page 1, we’ll need to be aggressive in order to capitalize on the upcoming busy season in 2025.
Weak Backlink Profile
The current backlinks pointing to the website are mainly citations (local listings like yelp.com) or spam. Links still carry a lot of weight with improving rankings.
Our approach to link building is different than most. First, we build a benchmark against your competitors via Portal (our proprietary software). Portal classifies links by what they are. Topical, Local, Citations, Other, Spam/Garbage. Once we have the benchmark, we then produce a link building playbook that aligns with the benchmark and how you respond to our link building questionnaire.
Technical SEO Issues
The photo below shows internal 301 redirects. Internal 301s are not a massive issue but they create an extra step for a crawling bot (like Googlebot) to take before getting to the correct destination. There are 120 internal 301 redirects but the issue is exasperated by these links being in the navigation, footer, etc.
Furthermore, category pages and tags are currently indexable with no strategy to back it up. Category & tag pages reduce crawl rates to pages we’d rather crawlers to focus on.
Site Speed Issues
Site speed effects conversion rates and we believe it to effect organic rankings, too. Here’s a case study Amanda Jordan, our Director of Digital Strategy, published on Moz.
These two tests below show that total blocking time is the main culprit for slowing the website down.
Solutions for Home Service Companies
Tracking
Outside of ensuring that Google Analytics is tracking conversions, we created a Looker Studio dashboard that includes Google Business Profile 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 data.
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)
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 5-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 5?
During month 5, 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.
Why is this SoW ‘Potential’?
Local SEO has changed dramatically over the years. ~10 years ago, you could build 100 citations and rank fairly well for your keywords.
Those times 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.”
MIKE TYSON
Local SEO Rates
One-time setup fee: $750
SEO Retainer: $4,500/mo
Tech Fee: $150/mo
Accelerated Roadmap
One-time setup fee: $750
Months 1 – 3 SEO Retainer: $6,750/mo
Ongoing SEO Retainer: $4,500/mo
Tech Fee: $150/mo
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 Big B’s Plumbing.
We live and breathe local search and actively contribute to the local SEO and greater SEO community.
Client Proof
- 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.
A.BETTER.LOCAL.BRAND.
These numbers are reported directly from them, not some arbitrary metric we pulled to make us look good.
INTERNET ONLY FIRST-TIME CUSTOMERS:
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!
Approve Proposal
If you would like to move forward with this proposal, great, we’re stoked to get started!
Simply sign in the area below. Signing does NOT enter you into an agreement, it tells us that you’d like an agreement sent based on this proposal.
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Thank You For Your Time Stacey & Travis.
THANKS!
