20 Days Onboarding
Day 17
Sell SEO with Confidence Using Our 4 Pillar Approach
Overview
Month-to-Month Campaigns Include:
- Custom Strategy
- Technical SEO
- Onpage SEO
- Google My Business
- Conversion Optimization
- Fresh Monthly Content
- National Options Available
- Monthly Reporting
How To Price
Our pricing matrix was made so you can quickly reference two areas of SEO to look at for a quick way to quote each client. Here is the process of choosing based on our unique pricing matrix by niche. The logic is that based on the size of the city, you’ll have a higher competitive landscape. These fall hand in hand with how much effort then needs to be done to dominate.
Step 1: Determine the niche of the client.
This can be fairly general as well. For example, a roofing company likely falls under ‘home services’ as their vertical for pricing.
Step 2: Google the area they’re trying to target OR you’re trying to pitch them on.
City Targeting: choose the direct population related to the city (for example Chicago).
Area Targeting: choose the population size of the radius (for example 10 miles outside of Chicago + Chicago’s population).
- Low (Rural Areas of 50k-200k pop.)
- Medium (Urban Areas of 200k-500k pop.)
- High (Metropolitan Areas of 500k-1.5M pop.)
Step 3: Match the niche & location to our matrix to find what we think an ideal healthy budget is.
Step 4: Create your markup
We recommend you go with 2x in order to show the fastest ROI for your client.
Example Breakdown:
Your cost: $325.00
Your client’s cost: $650 (2x)
Your profit: $325 (without even managing people or clients!)
High Level Strategy
You’re going to have a whole range of clients who have experience with SEO (or not). Because every strategy here will be tailored to your client’s goals, you don’t need to feel pressure to have every answer up front. Most want to know your systems & processes along with hearing some of your reasoning as to why a particular budget suits their needs. Here are the 4 cornerstones we tackle with every single strategy (regardless of price point) so you can confidently explain your pricing strategy.
Content
Content is KEY when it comes to a good SEO strategy that will outperform their competitors. Travel to their website and view their service pages, location pages, and blog to see what kind of content they have.
Quick Check: Do they have content that is 1000+ words?
If YES, then speak to the content optimization process which focuses on expanding existing content and ensuring all of the technical SEO components on page are in the right place.
If NO, speak to the E-A-T principles and how Google prefers education over service content. Each page should carry a page structure that:
- Answers common questions about the service or product
- Talks about the location (mainly on location pages)
- Talks about the business’s competitive advantages
- Uniquely positions the business to showcase benefits, features, or other messaging that will help with conversion
Quick Check: Does every service have a unique landing page and do they have at least 5-10 city pages on their website where they want to rank?
The goal with any local SEO campaign is to have all surrounding cities and services rank well with a dedicated page. Blog content is primarily to support these pages. A website that has good foundational SEO will have these pages built out on site (if they don’t you have something to speak to since they will be getting content as a monthly deliverable. This can include new landing pages or blog posts depending on the need.
You can reference a great example of an authoritative landing page HERE.
Website
Our SEO strategy will cover an important part of analyzing the user behavior onsite to increase conversions once we have established a good base of quality traffic. This is called Conversion Rate Optimization. It consists of analyzing behavior flow in order to test CTAs (call-to-action), conversion placement (buttons, click-to-call, hyperlinks) in order to increase more leads. By identifying early on if the website is already primed for conversion you can reference a few quick areas.
- CTA above the fold on the homepage (e.g. a button in the banner)
- CTA in the sticky navigation (e.g. contact us button or phone number that is clickable)
- Digestible portions of content on the homepage
- All of the primary landing pages are only one click from the homes (generally in the navigation)
- There are areas of hyperlinked text to help lead people deeper into the conversion funnel
You can point out any one of these areas to someone if they are lacking as examples of what we’ll be helping to improve. If they do have these already in place or you plan to give them a new website, these will be elements that will help their SEO efforts.
You can reference a great example of an optimized website HERE.
GMB
Google My Business is an important part of ranking your client in Google Maps. We’ll be working on their listing to bring it into the “map pack” (the top 3). It’s pretty easy to see if they’ve had the ideal GMB management taking place.
They should have:
- The correct address, phone number, website, and business info listed (name, hours, etc)
- The services/products should be built out
- The FAQ should be built out
- They should have weekly GMB posts (minimum of 1)
- They should have the correct category and subcategories
- They should have at least 5 reviews (hopefully all 5 stars)
If they are missing any of these you have something you can tell them we’ll be improving along with citation building to move them up in maps. While the website is always helpful, it’s not actually what ranks them. There are GMB profiles ranking in top spots with NO website, so be sure to put an emphasis on the fact that this is like another area of organic real estate we can work on for additional phone calls or pulling traffic to the website.
The goal is to get them in the map pack and increase overall non-branded searches (a common statement will bet that the only calls they’re getting from GMB are from current clients of theirs but we can see on the backend who is actually finding their way to the profile with a keyword or direct name search).
Technical SEO
Technical SEO is a little harder to see, but there is one tool you can use to quickly identify a few main areas of optimization that must be done in order to see great results. One of the biggest things we look at in the sales process are the title tags & meta descriptions. This is like the virtual sign in a strip mall (aka the search results). These are the easiest to spot and point out for areas to improve the technical aspects of a website. This includes site architecture, schema markup, and other areas we optimize from the backend of their website which is primarily meant for the Google bots that crawl the website.
Step 1: Download the Screaming Frog Spider application for free
Step 2: Run the client’s url to spider the site and analyze the titles & metas
Step 3: Reference the handy chart in the lower right corner which shows you exactly what’s too long, too short, or missing
Reasoning to explain why these issues should be addressed: “These are your real estate in search and the only chance you’re going to have to get an organic user to click on your link.”
If they’re too short — you’re missing an opportunity to say more to someone browsing
If they’re too long — you’re going to get cut off and miss the opportunity capture someone’s attention (you’ll get the dreaded …)
If they’re missing — you’re not telling Google the primary search terms to rank your website for and match to user’s search queries
For meta descriptions you want to ensure the primary keyword is there, the messaging is related to the page, and you have a strong CTA.
Expectations
- Campaigns should carry a 6-9 month commitment to see 20-40% more leads YOY.
- Current GMB suspensions or poor quality backlink building may result in a clean-up process prior to the set course in the roadmap taking place.
- Rankings shift daily. Ranking growth should be looked at in a monthly timeline, rather than weekly or daily.
- Multiple GMB listings require a rotation for optimization or additional GMB Lite add-on per additional location.
- Agencies under 5 clients are required to follow the set course of our plans without customization.
- All access points (GMB, GA, GSC, & website) will need to be shared by the onboarding call or you may experience delays with implementation.
Set Up Timeline
- Day 1 – Onboarding call (Please note that your billing date & onboarding date are usually 2-3 days different)
- Day 5 – Setup tasks complete & campaign tasks begin
- Day 15 – about ½ of our task work is done by this time for the month
- Day 30 – Our work is just about complete for this monthly cycle
- Day 35 – Monthly report is sent over & call to review is offered
Access Instructions
Share all client access points with your allocated white label email!
How to add users to Google Analytics
Commonly Asked Questions
Do I need to have your suggested healthy budget or can I go lower?
You can have a budget that suits your margins & the client’s budget, but keep in mind we may reset expectations if it’s lower than the suggested spend.
Do you build backlinks?
We don’t build backlinks (guest posting or buying links) as part of our strategy because we approach SEO from a holistic perspective and want the work we do to last for the long-term. Link Building is a traditional strategy, but links can also go away as quickly as you acquire them and they offer little tangible value for the effort it takes. We believe that every client needs a quality backlink profile so if your client is lacking in domain authority, you can try a service like Fat Joe to purchase solid links. Our work is focused on citation building from quality directories along with authoritative content development.
What if my client doesn’t have a Google My Business profile?
That’s ok! We can help set one up, but you need to set their expectations that this can take steps to verify (up to a few weeks) and some tasks may be delayed because of this.
What if my client doesn’t want us to write for them?
We’ll support clients with the content calendar and SEO focused writing links from our tools to aid in ongoing content development from their end. Client’s need to understand that without content, their SEO efforts will not see nearly as great of a return on their investment. It’s worth educating them on why it’s so important for their marketing goals.
What guarantee can I make to my client with the ideal budget you suggest?
Based on our suggested spends, you can expect to see a 20-40% increase in leads year over year (organic + GMB) from our efforts in 6-9 months. Some clients will see this faster and some might take a little longer if they are brand new to the internet (new domain, no link profile, new website). Our goal is to position the client with Google as a quality website to show in search and a website that gives a great user experience for conversion.
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