SSL Dragon Proposal for SEO & PPC

Prepared By
RicketyRoo Inc.
July 06, 2022

Why We're Talking

Typically, companies like SSL Dragon 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 SSL Dragon, we need to set the right foundation.

We took a look at your current website and organic rankings. Here are our top findings:

  • Improper & lack of structured data use
  • Poor rankings for product keywords
  • Too few backlinks to be competitive
  • Failing Core Web Vital scores
  • Poor internal linking

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

ssl dragon

Improper & Lack of Structured Data

Schema is important for getting special features in search results. The screenshot shows competitors with FAQ schema and Aggregate Rating schema which helps improve engagement and clicks from search results. Product schema should be added to all pages that lists products.


Poor internal linking

Internal links are links from one page on your website to another on the same website. Building topic clusters and relationships between the pages will help us improve our rankings. We found that there are some blog posts that do not link to a relevant certificate.

Poor rankings for product keywords

We currently do not rank well for terms that have a clear commercial or transactional intent. For example, our rank for “wildcard ssl” is position 40.

Too few backlinks to be competitive

We are significantly behind competitors with backlinks. Backlinks will be key for improving our overall rankings for both blogs and product pages.

RicketyRoo has a proprietary tool to categorize your backlinks and those of your competitors. We can use this to help identify opportunities for us to grow our links.

Failing Core Web Vital scores

Core Web Vitals are a set of standardized metrics from Google that help developers understand how users experience a web page.

  • Largest Contentful Paint (LCP): measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.
  • Total Blocking Time (TBT): measures time it takes for interaction.
  • Cumulative Layout Shift (CLS): measures visual stability. To provide a good user experience, pages should maintain a CLS of 0.1. or less.

Solutions for eCommerce Companies


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

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.

What happened to month 4?
We work in 3-month sprints, it allows us to remain targeted in our approach and ensures that we stay engaged in your data.

Why Potential?
Covered in the next slide.

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

Retainer: $3500/mo
Tech Fee: $150/mo

Google Ads Management


This is one of our HVAC client’s results for last month (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.

We’re confident we can provide a better ROI than your current vendor.

Google Ads Rate

Management Rate:


One-Time Setup Fee:


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 SSL Dragon.

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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