Last Stop Moving Local SEO & PPC Proposal
Prepared By
RicketyRoo Inc.
August 15, 2024
Why We're Talking
Harry reached out to us again after seeing content from Amanda and other team members online. Last Stop Moving is in a position to take action to improve their PPC and SEO strategies.
Typically, companies like Last Stop Moving 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 Last Stop Moving, 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:
- No Robots.txt
- No structured data implementation
- Technical site issues
- Poor organic traffic and rankings
- Missed content opportunities
- Lorem Ipsum content
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
Robots.txt
Your website does not appear to have a robots.txt file. This means that search engines currently have the ability to crawl and rank every page on the website, including any admin pages that may be hosted on the domain. This is also a waste of crawl budget.
If there are pages that we don’t want to show up in search results or bots that we don’t want crawling our site, we need a robots.txt file.
Structured Data
Schema is a type of structured data added to websites to provide search engines with more context on what the site is about. It also allows businesses to have special features in search results like images and your review rating.
Schema is capable of impacting both your visibility and traffic from Google. We found that there is no schema on your website.
Technical & On-Site Issues
We found multiple opportunities to improve the user experience and performance of your site. The website is currently difficult to read due to using title case everywhere on the site and the font size.
Issues Discovered:
- H1 tags are not descriptive
- Very few internal linking opportunities
- Site is difficult to read due to title case and font size
Poor Organic Traffic & Rankings
Traffic spiked around Dec 25th-29th 2023 and then dropped. It has not recovered since then. We looked at which keywords and pages dropped since the traffic peak. We found that your commercial moving page dropped from the first-page of search results. This drop is responsible for the majority of the traffic dip.
This finding further iterates the need for new content on the website. Improving the existing content, adding new content, and adding internal links should help improve our rankings.
Missed Content Opportunities
When comparing us to other Edmonton moving companies, we have fewer keywords we rank for. We also have several highly relevant missed or weak keywords. This is another sign that there is a content issue on our site.
Lorem Ipsum Text
When checking your site for duplicate content, we found that we have lorem ipsum text on the website. This text is on the backend of the website and appears to be within the FAQ and review widgets. These widgets should be updated so that search engines are not finding placeholder text.
Solutions for Moving 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 will be relying on your Google Ads search term 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 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
Last Stop Moving Initial Roadmap – Watch Video
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 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
Moderate Retainer: $3500 USD/mo
Agressive Retainer: $6000 USD/mo
One-Time Setup Fee: $750 USD
Tech Fee: $150 USD/mo
PPC Rates
PPC one-time setup fee: $750 USD
PPC monthly management: $1000 USD/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 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 Last Stop Moving.
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.
Mobile & Tablets: Use your finger to sign | Desktop computer: Mouse or trackpad
Thank You For Your Time Last Stop Moving,
TANKS!
