The Glass Guru SEO Proposal
Prepared By
RicketyRoo Inc.
July 01, 2024
Why We're Talking
Typically, companies like The Glass Guru 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 minuscule 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 The Glass Guru, 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:
- Thin Content
- Poor Internal Linking
- OnSite SEO Issues
- Poor Information Architecture
- Poor Local Content Quality
- Poor Backlink Profile
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
Thin Content
Your location pages are primarily the owner bio and reviews. It’s important to include basic information about the services provided at each location. Competitors like Glass Doctor provide significantly more content on their location pages. This helps them rank for significantly more keywords.
Competitors also have micro-sites for each location. Each location has its own navigation with its own service pages. This helps with local rankings and providing more internal linking opportunities for location pages.
Poor Internal Linking
Internal linking can be used to strengthen your rankings. This is extremely important for helping your location pages rank in search results and for your Google Maps listing. Many of the pages for the cities you’re actually located in only have one internal link.
OnSite SEO Issues
We reviewed the header tags, descriptions, and page titles used throughout the site. We found several opportunities for improvement. It’s important to include key terms you would like to rank for.
In the Header’s Example below, there is no mention of glass services or clear communication of the location because the state is not mentioned.
In the Title and Description Example:
“shower glass near you” has zero searches according to SEMrush
“shower glass near me” has 880 searches nationwide each month.
“glass shower doors” has 27k searches nationwide each month
Headers Example
Title and Description Example
Poor Information Architecture
The structure of your website impacts whether search engines can crawl, index, and rank your pages. It also impacts the user experience. Currently, your location pages for your physical locations are seen as some of the least important pages on your website in the eyes of search engines. There is also a significant amount of redundancy in the pages that exist and the URL structure.
These URLs only have one internal link despite being your physical locations. They also have a redundant URL structure. This URL structure encourages search engines to assume that the location page isn’t any more important than a blog post or service area page. These pages only have one internal link reiterates to search engines that you don’t consider these pages important.
Poor Local Content Quality
In a couple of the sections in this proposal we have pointed out the lack of internal links to your location pages. One of the reasons this issue exists is because there is not enough location-specific content that exists to provide internal linking to your location pages.
Creating local content will help improve our relevance, provide additional long-tail ranking opportunities, and provide internal linking opportunities which will strengthen the rankings of our location pages.
Poor Backlink Profile
Your smaller franchise competitors typically have fewer backlinks and referring domains. Your main competitor, Glass Doctor, has significantly more than anyone else. In addition to building backlinks to the homepage and main site, it’s important to build local backlinks as well. We can help you identify local link building opportunities in individual markets and build a strong backlink profile.
Solutions for Home Services Companies
Tracking
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)
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.
SEO Retainer
Retainer: $4800/mo
First roadmap will focus on 14 locations for 5 months.
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 The Glass Guru.
We live and breath 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 The Glass Guru,
TANKS!
