Marble Proposal for SEO

Prepared By
RicketyRoo Inc.
August 14, 2023

Why We're Talking

Typically, companies like Marble 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 My Business, 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 Marble, 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:

  • City-specific content
  • GBP presence and reputation management
  • Link benchmarking and building
  • Site authority
  • Information architecture

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

City-specific content

Personalized content for the cities we want to rank is key for SEO success. We are competing with websites that are solely dedicated to family law or immigration law in cities like Houston or Denver. Quality local content helps us show search engines that we are focused on local customers and can help us differentiate ourselves from the competition in these cities.

GBP presence and reputation management

Lack of a presence in Google Maps limits the visibility of local businesses significantly. In addition to making it more difficult of clients to find your office, it causes a lack of trust and credibility since most of your competitors can easily be found.

  • Lack of Trust and Credibility: Many users view Google Maps listings as a sign of legitimacy. Without a listing, potential clients might question the authenticity of the law firm, leading to a lack of trust.
  • Missing Important Information: Google Maps listings provide essential information such as the law firm’s address, phone number, website link, and hours of operation. Without a listing, this information might not be readily available, making it difficult for potential clients to contact or visit the firm.
  • Competitor Advantage: If competing law firms have Google Maps listings and yours does not, they will likely have a clear advantage in terms of visibility and perceived credibility.
  • Impact on SEO Ranking: Local SEO is heavily influenced by a business’s presence on Google Maps. Without a listing, it can negatively affect the law firm’s overall search engine ranking, making it harder to appear in relevant search results.

Link benchmarking and building

Backlinks are one of the most important ranking factors for organic and map rankings. We have a unique strategy for finding, analyzing, and acquiring backlinks for our clients that helps them build superior link profiles.

Site authority

Google is extra diligent in preventing misinformation when it comes to the health, wealth, or well-being of searchers. This means businesses that impact YMYL (Your Money or Your Life) need to take extra steps to get the best performance from SEO efforts.  Elements of your website that impact EEAT include:

  • Content quality
  • Authorship
  • Structured data
  • Use of credible sources in citations
  • Brand reputation
  • Authoritative backlinks

These key areas of your website impact your ability to rank locally as well as nationally.

Information architecture & internal linking

Your website navigation, URL structure, and internal linking can impact your crawlability, indexability, rankings, and user experience. Currently, it’s difficult for users to find key pages on your website. Users currently struggle to find:

  • key practice area pages
  • where your attorneys are located
  • what services are provided at each location

These key areas of your website impact your ability to rank locally as well as nationally.


Solutions for the Legal Industry


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)

Monthly Tech Fee: $150 per state

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

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.

Why Potential?
We’re shifting things into turbo mode which means we may uncover some issues along the way that we want to address quickly. When that happens, we will let you know and will update the roadmap with as little disruption to our highest-priority tasks as possible.


View Roadmap

Why is this Sow ‘Potential’?

SEO has changed dramatically over the years. ~6 years ago, you could build irrelevant backlinks 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.”

SEO Rates

Site retainer: $2000/no

Fee per state: $3850/mo per state
Tech fee per state: $150/mo per state

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 Marble.

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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Thank You For Your Time Marble,


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