Hale Trailer Proposal

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 Business Profiles, 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!”

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.

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

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.

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.

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.”
MIKE TYSON

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.

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.

• 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.

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.