Moving of America Local SEO & PPC Proposal
Prepared By
RicketyRoo Inc.
August 28, 2024
Why We're Talking
Gal reached out to us again after receiving a referral for our agency. Moving of America is in a position to take action to improve their PPC and SEO strategies.
Typically, companies like Moving of America 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
- Improper Canonicalization for Key Pages
- Structured Data
- Key Elements Below the Fold
- Poor Traffic & Rankings
- Site Speed Issues
- Technical & On-Site Issues
- Internal Linking Issues
- Information Architecture Issues
- 3-Star Reviews on the Site
- Solutions
- Proposed Roadmap
- Rates
- Why Us
- Case Studies
Table Of Contents
- Executive Overview
- Improper Canonicalization for Key Pages
- Structured Data
- Key Elements Below the Fold
- Poor Traffic & Rankings
- Site Speed Issues
- Technical & On-Site Issues
- Internal Linking Issues
- Information Architecture Issues
- 3-Star Reviews on the Site
- Solutions
- Proposed Roadmap
- Rates
- Why Us
- Case Studies
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 Moving of America, 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:
- Improper Canonicalization for Key Pages
- Structured Data
- Key Elements Below the Fold
- Poor Organic Traffic & Rankings
- Site Speed Issues
- Technical & On-Site Issues
- Internal Linking Issues
- Information Architecture Issues
- 3-Star Reviews on the Site
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
Improper Canonicalization for Key Pages
Canonical tags suggest to search engines the preferred page version without enforcing it. We are currently suggesting URLs that are redirected to Google instead of the actual URL of the page.
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.
Your site is currently using the same schema type on every page but there should be page-specific schema.
Key Elements Below the Fold
Users are forced to scroll down to see all the conversion options on the page. The chat button is on top of the other conversion buttons so it makes it even more difficult to contact you.
Poor Organic Traffic & Rankings
There are only 13 keywords that we rank in the top 10 for. This is caused by multiple technical and content issues described throughout the proposal. Addressing these issues will be key to improving our rankings and traffic.
Site Speed Issues
Poor site speed and user experience impacts both rankings and conversions. The most common site speed and experience issues are related to large images and javascript files slowing down the page.
Fixing these issues can have direct impact on improving revenue. We have helped clients improve their revenue by 55% just by addressing similar issues.
Technical & On-Site Issues
We uncovered several on-site and technical issues.
-40 of your location pages are currently not showing up in search results even though they are indexable.
-Several broken/404 pages on the website.
-Missing meta descriptions.
-City pages headings and titles are not optimized.
There are also many page indexing errors showing in Google Search Console that need to be reviewed.
Internal Linking Issues
There are several internal linking issues that are impacting search engines’ ability to crawl and index your website. Internal links can help distribute page authority throughout your site, allowing you to pass the value of high-quality backlinks from one page to another. You can use this to give more link value to important pages and posts, and less to less valuable pages.
Internal Linking Issues Found:
-Location pages with only one internal link.
-24% of the website is internal redirects.
-Location pages that only receive no-follow links which are less valuable.
Information Architecture Issues
Information architecture significantly impacts SEO by shaping how both users and search engines navigate and understand your website. A well-structured IA ensures that search engines can efficiently crawl and index your pages, improving your site’s visibility in search results. Additionally, a clear IA supports effective internal linking, which helps distribute link equity and boosts the ranking potential of all pages. By enhancing user experience through intuitive navigation, IA also reduces bounce rates and increases engagement, which are positive signals for search engine rankings.
3-Star Reviews on the Site
Your website shows 3-star reviews and incomplete reviews. The review widget only shows partial reviews and is missing lots of key details about the reviewers’s experience.
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
Moving of America Initial Roadmap – Google Docs – 28 August 2024 – 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
One-time setup fee: $750
SEO Retainer: $8000/mo*
*Tech fee included in retainer price
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 Moving of America.
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!
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Thank You For Your Time Moving of America.
THANKS!
