Hale Trailer Proposal

Prepared By
RicketyRoo Inc.
November 6, 2023

Why We're Talking

Typically, companies like Hale Trailer 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 Business Profiles, 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 Hale Trailer, we need to set the right foundation.

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

  • Thin content
  • Duplicate content
  • Poor on-page optimization
  • Poor schema implementation
  • Information architecture issues
  • Missed internal linking opportunities

This proposal is designed to go into detail about these high-level findings and how we can help increase organic visibility.

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

Let's Talk About Your Business

Dominate Middle and Bottom Funnel Rankings with Content Strategy

We found thin and duplicate content issues across the website. This limits the ability for your content to rank. This is also likely contributing to your poor national rankings. To fix these issues our team would complete a duplicate content audit and create a content strategy. Our strategy would focus on improving content quality across your pages that have the ability to rank nationally for middle and bottom funnel keywords.

This would improve your rankings for terms like “commercial trailer rental.”

For this specific keyword we rank on the second page despite the #1 result from Penske and #2 result from Ryder both having clear SEO issues on their pages. Improving our content quality should significantly close the gap between us and national competitors.

Internally Duplicate Content

Example of Thin Content Page

Improve First-Page Rankings for Bottom Funnel Keywords with Research-Based On-Page Optimization

There are missed opportunities to improve your rankings for keywords where we are at the bottom of the first page. Getting to the top of the first page significantly increases your clicks. We found several pages that only need small tweaks to improve their performance.

Updating our page titles and headers to include our most relevant keywords could be what is needed to move from the bottom half of the first page to the top half of the first page for national terms like:

• lowboy trailers for sale

• flatbed trailers for sale

• flatbed trailer rental

This is likely a significant low-hanging opportunity across several of your pages.

Increase Site Usability with Website Structure and Internal Linking

For each trailer type there is currently a model, used, and rental page. While this is a common solution across your competitors, it’s not the only way to differentiate the different options available to customers and could cause cannibalization issues.

We would review the entire information architecture, including:

• How our pages link to the model, used, and rental pages

• Anchor text used to link to the model, used, and rental pages

• Which keywords rank for model, used, and rental pages

This will help us determine if there is a better way to help users and search engines find this content without causing potential confusion and cannibalization for relevant keywords.

Use Structured Data to Improve Topical Relevance

Schema Markup helps search engines understand our content and some features can make our pages more visible or interesting in search results. Currently your website only uses the basic elements of webpage and breadcrumbs schema. These schema types are currently providing very little context to search engines.

Our team will audit your current schema and identify the correct types of schema to use for each page type. For example, there is product schema that could be used on a product page like this: https://haletrailer.com/rental/a006042/

Each location pages should have the localbusiness schema type while the homepage would benefit for the organization schema type. Using these schema types would benefit in helping search engines understand our national and local intent.

Improve Conversion Rate, User Experience, and Encourage User Behavior with Site Speed Improvements

Site speed and Core Web Vitals can have major impact on our website performance. Our Director of Digital Strategy wrote about this for Moz. A client with multiple locations saw a 49% increase in leads from improving site speed metrics.

Our biggest concerns for your web performance are related to your Largest Contentful Paint (LCP) and Total Block Time (TBT) scores.

• LCP represents how quickly the main content of a web page is loaded.

• TBT measures for how long the main thread is blocked from responding to user interaction during the page loading process

For LCP, one of our focuses would be to optimize the video on the homepage to reduce the amount of time it takes for the video to load or consider changing the video to an image instead.

For TBT, we will review the blocking scripts. Many of them like Google Analytics, Google Ads, Crazy Egg, and possibly others could go through Google Tag Manager. We can also improve TBT by removing, reducing or minifying unused JS.

Flatbed Rentals Page

Home Page

Solutions for Trailer Rental and Sales


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

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

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.

Our toolset also includes:

  • ahrefs, Majestic, Google Data Studio, Postamatic, BrightLocal, Whitespark, and more.

Proposed Potential Roadmap

Month One

In the first month we will be focusing on understanding your website, business, competitors, and customers. We will be completing several audits and analyses to guide our next steps. This will include:

  • National and local content roadmaps
  • National and local keyword research
  • Technical audit and implementation
  • On-page audit and implementation
  • Site speed audit and implementation
  • Structured data audit and implementation
  • Internal linking audit and implementation

Month Two

In the second month we will dive deeper into competitor analysis for each location to ensure we identify all of your needs to perform locally. We will also be improving the existing content on your website to improve our local and national rankings. One of our biggest initiatives in this month is an analysis of your product pages and implementing recommendations to improve their ability to rank. Currently, your product pages are not being indexed by Google at all.

Month Three

In the third month, we will continue with our content updates to improve our visibility and rankings. Our team will also dedicate time to build backlinks to your website which should also improve your rankings. We will also be reviewing the results of these first 3 months and providing a new roadmap based on your goals and the results achieved.


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.

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.”

Local SEO Rates

SEO Retainer: $32,000/mo

Tech Fee: $2,000/mo

One-Time Setup Fee: $750

Google Ads Management


This is one of our HVAC client’s results for the month of May 2022 (comparing to April). The campaigns launched on January 1st, 2022, from a brand new Google Ads account (the previous vendor would not release the account). our PPC is ran and managed by Amalia Fowler, voted the #2 PPC expert in the world.

Our Google Ads Approach

In the first month, Amalia will review your account, research the best terms to use, and set up your campaigns.

Here’s what we look at:

  • Keyword Research
  • Location Targeting (if necessary)
  • Competitive Analysis
  • Optimized Campaign Structure
  • Relevant Ad Copy
  • Tracking Through Analytics
  • Landing Page Optimization

Your PPC data will be included in your monthly report. We adjust your campaigns on a regular basis to get a better ROI.

Initial Findings from Amalia

  • They appear to be double counting leads based on what I can see. I’m not sure what the difference is between “Invoca Calls (web page calls)” and “InvocaPhoneCall” (imported from GA4) is, however they represent the bulk of October leads and are both being counted. Refining conversion tracking is a first step.
  • There is out-of-country spend. I can’t tell which geographic areas they want to be targeting based on existing settings, but there has been spend in other countries over the past three months (see screenshot)
  • They have both search and RLSA campaigns, I’m not sure the RMK ones are the best use of funds at a glance – the audiences serving include existing clients. This is going to depend on client preference, but I’d probably restructure.
  • The majority of conversions they’re getting are from the competition or brand terms, but some of these are converting at over 100% (which as we know isn’t how conversions work). This is likely leading Google / the client to assume competitor terms are generating more leads than they actually are.
  • Because broad match is being used as extensively as it is, you have mismatches happening with terms / ads / landing page. For example the term trailer sales near me is coming through the Competitor – S&S adgroup. That should be in its own campaign
  • There’s a lot of searches for ‘trailer parts’ (5,829 between Aug 1 and Oct 31) but they’re coming through “sell” and “rent” groups – these would be better served by an alternate structure.
Essentially, conversion tracking needs re-working and I would re-configure the account so it isn’t so deep (16 adgroups for the Search | PRP | NonBrand campaign at $150 a day is less than $10 a day per adgroup and that’s if it is allocated equally. You’ve got adgroups in there with $6,800 in spend and adgroups with $43 in spend).
They’ve also got 9 auto-applied recommendations running – none of them are bad ones, they’re all ones I’d usually implement myself but the changelog doesn’t indicate anybody is actively assessing the results from them (doesn’t mean it isn’t happening, changelog doesn’t show everything).
I would need to do a deeper dive to get strategic with this one, and also assess if PMax is worth it (discovery is going away, but demand gen is a possibility).


Google Ads Rates

PPC retainer: $5,000/mo

One-time set-up fee: $2,500

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 businesses. 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 Hale Trailer.

We live and breath search and actively contribute to the 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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