Elias Halvorson Local SEO Proposal

Prepared By
RicketyRoo Inc.
November 22, 2022

Why We're Talking

Typically, companies like yours 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 your business, 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:

  • Site-speed improvements (TBT)
  • Potentially toxic backlink profile
  • Duplicate content
  • Lack of Rankings/No clear strategy

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

Site-Speed Improvements

Total Blocking Time (TBT) is high on both sampled pages. This is lab data and not field data, we would want to confirm field data in Google Search Console to look for areas of improvement. We’re very bullish on site-speed, we published a case study on Moz this summer showing how impactful site-speed has been for both organic traffic and leads.

Backlink Profile Might Be Toxic

Looking through the backlinks that have been built previously, the topical relevance and anchor text used is not natural and could potentially be causing ranking suppression.

Duplicate Content

Duplicate content won’t get you penalized by Google but it almost guarantees that the content won’t be indexed in search.

Your site has a fair bit of duplicate content, especially on the top 3 pages. Our internal benchmark for duplicate content is no more than 50%.

Lack of Rankings/No Clear Strategy

If rankings and traffic were great, we wouldn’t be talking. All of the recommendations above will help your business increase organic visibility in your target locations & services.

Custom Built Solutions


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 is extremely important.

We will be relying on your Google Analytics 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 in your local market, first you
have 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 industry standard tools 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 4-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 off-the-shelf solutions here.

What happens after month 4?
During month 4, one of our deliverables is your next roadmap. We analyze the current shape of things, consider your goals (locations & services), and build out the next 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. 7 or 8 years ago, you could build 100 citations and rank fairly well for your keywords.

Those days are long gone. 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 deploy whatever we could to get it done.

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

Local SEO Rates

Retainer: $2250/mo
Tech Fee: $250/mo
One-time setup Fee: $750

Why Us?

We probably don’t fit the typical agency mold you’ve seen, heard, or 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 your business.

We live and breathe 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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