Higdon Service SEO Proposal
Prepared By
RicketyRoo Inc.
November 20, 2024
Why We're Talking
Kyle reached out to us after reading some good feedback about our work in the Nexstar Networks forum. Based on our initial conversation, Higdon Service's current vendor isn't very transparent about initiatives, ineffective use of marketing budget (ice machines), a lack of local marketing initiatives, and slow response times.
Typically, companies like Higdon Service 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 Higdon Service, 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:
- Lack of organic traffic growth
- Lack of organic rankings
- Weak backlink profile
We will be measuring rankings and organic traffic monthly but we’ll ideally be looking at reporting on new leads and tie in revenue.
Let's Talk About Your Business
Lack of Organic Traffic Growth
The website had a decent growth curve up until May of this year, then dipped down, and has remained relatively flat the remainder of the year. With the growth goals for 2025 we’ll need to be aggressive in order to capitalize during the 2025 busy season.
Lack of Organic Rankings
There are some decent rankings for Decatur but excluding Decatur, there are 5 keywords on page 1, the highest ranking keyword being commercial ice machines huntsville.
With a fairly large service area, a lack of rankings in the service area, and an extreme lack of service area content, there is massive room for improvement.
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.
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 utilize third-party tools and 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 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. ~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: $5,000/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 website 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 Higdon Service.
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 KJ & KG.
THANKS!
