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Using SEO to improve online lead generation

Discussion in 'Digital Marketing' started by Barrett Landscaping, Jul 29, 2014.

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  1. BLC7

    BLC7 LawnSite Senior Member
    Messages: 442

    That's a good question. I don't know what they charge in this industry, however in other industries you'd be looking at $1k-$5k per month if the marketer is legit (this is not to say OP's friend isn't legit). However, I understand that for small time guys like us, we wouldn't be able to pay that much. That's why I say it's a steal.

    I'd think that if a Lawn Company is serious about expanding fast and has moderate pockets to hire a professional company, you'd be looking at $800-$1200 per month minimum. Personally, I wouldn't do it for less than 1,500-2000/mo.

    Most cases like this, you will own whatever the consultant builds. This is why I don't offer it in any industry anymore, because it's too easy to get fired once you've built their business.
  2. Kawizx62003

    Kawizx62003 LawnSite Silver Member
    Messages: 2,458

    I wouldnt say an SEO "builds" someone elses business. The business owner builds it. One way a business owner builds his business is outsourcing work such as SEO, using his money.
  3. BLC7

    BLC7 LawnSite Senior Member
    Messages: 442

    I stand corrected. Fired after helping build the business.

    No doubt, the LCO would have to be able to close and retain the customer. But that's the easy part once we're in front of them.

    I'll put it to you this way, I did "SEO" for a Dr. here locally. They weren't struggling, however, they wanted to grow.

    In 18 months, we maxed out their practice, and they told me to shut it off, they were only going to take referrals from then on, because they couldn't handle the volume.

    They had 2 forms of marketing:

    1) print ads in magazines and newspapers
    2) my company handling SEO and PPC

    We had seperate phone numbers set up to track where the calls were coming from. 1 for print ads, and 1 number for the web stuff.

    In that 18 month time frame, they received 36 calls from their print ads.

    In that same 18 month time frame, they received 273 calls from my online marketing efforts.

    Then they fired me. And I was charging dirt cheap $500/mo, because it was a quasi-small town and in the beginning I wasn't sure how much volume we could pull.

    No doubt if the Dr. was no good, they wouldn't have retained the patients, however, it would have likely taken them another 3 years or more to max out their practice.

    So, no, I didn't build their business all by myself, I just sent people to them, and they did the rest.

    And they did it well.
  4. tonygreek

    tonygreek LawnSite Gold Member
    Messages: 3,828

    A private blog network for local lawn care? This is the equivalent of your family doctor client telling you "I paid $15 for this scalpel blade." and you say "That's a great deal, because it costs $1.75m to buy a daVinci robot.". Basically, it doesn't need to be part of the conversation.

    If you think it's remotely necessary to use, let alone "name drop", a private blog network, you should really reassess the local lawn and landscape scene.

    And you really wouldn't have any problem turning down people that won't meet your $1,500 to $2,000 month fee because:

    A.) They're not paying it close to it. At least not the 99.99%ers.
    B.) If you think it takes that, you've drastically overestimating the workload it takes to rank.
    C.) 99.9999(9)% of Lawnsiters are not hiring a full-service firm. They're not even hiring Joe Homebased.
    Last edited: Aug 19, 2014
  5. BLC7

    BLC7 LawnSite Senior Member
    Messages: 442

    Actually, Tony, I was alluding to the fact that regardless of the industry, the costs, as you well know, to build, rank, and convert visitors to callers is the same in the Lawn Business as it is the Medical Field.

    The difference is the ticket price of 1 boob job is considerably more than an average lawn customer.

    So, obviously, LCO won't pay 1500-2000/mo for online marketing, but a Dr. will; because the ROI is much higher.

    I'm not trying to pick up clients here at lawnsite, hell I'm here to look at reviews on lawn mowers. I just think the web marketing section of the site is interesting, because it's my bread and butter.

    Most lawn care markets can rank with just onsite optimization, but if they want to dominate or they have a little competition in the search engines, 3-5 site PBN is pretty much all you need.

    I don't really need to re-evaluate the lawn care market, because I know first hand what it takes to go all out in an attempt to saturate the search engines for their area (multiple 1st page organic & map listings), it will take time and money.

    Like I said, I'm not here to gain clients, I'm just reading reviews on mowers, but here's a sample of my current rankings:


    Natchez Lawn Service

    #1 & #3 listings on the maps (bruinlawn.com & thelawnboy.net)

    #3 organic listing (thelawnboy.net)
    #8 organic listing (facebook)

    Natchez Lawn

    #1 organic (thelawnboy.net)
    #9 organic (facebook)

    The 90120 Images that you see ranking are mine, but I no longer use the SMS marketing services.

    Natchez Lawn Care

    #1 Maps (thelawnboy.net)
    #2 Maps (bruinlawn.com)
    #1 Organic (thelawnboy.net)
    #7 Organic (facebook)
    #10 Organic (twitter)

    Thelawnboy.net site contains approximately 3,000 pages, and ranks in the top 5 for a few hundred local lawn care keyword variations.

    Not beating my chest at all - but LCO's would be looking at paying a crap ton for a professional company to go all out and duplicate this for them.

    EDIT: I understand the sites are simple and arguably ugly, but to me it doesn't matter, all the person needs is my phone #
  6. tonygreek

    tonygreek LawnSite Gold Member
    Messages: 3,828

    BLC7, it boils down to this... If you want to venture into the green industry SEO world, you just need to figure out what effort it realistically takes to get your prospective clients where they want to go and price accordingly. It's not really a "Well, in this other industry..." situation.

    Taking your medical field example... It does tend to take significantly more resources (read: money) than, say, a lawn service. This is usually because you are also fighting against other people who know just as much, or more, than you do. Medical is high stakes, with high budgets more available than anything except, maybe, legal-related services. It's akin to an arms race, albeit between medical practices. By and large, that same environment does not exist in the local green industry.

    You don't want to get hung up comparing apples to oranges. I'veled web marketing strategies for a variety of Fortune companies. Except for basic, on-site work, there's almost nothing that I can even come close to doing that would allow me to try to compare it to ranking Bob's Mow 'n Blow. If anything, it's ridiculously fractional. Different scales. Different competitive landscape.

    So, figure out what it takes to get the results your clients want. Price it accordingly. Rinse and repeat.
  7. tonygreek

    tonygreek LawnSite Gold Member
    Messages: 3,828

    I definitely see some overlap in our simultaneous postings. That's good stuff.

    And, similar to the medical ROI, the high-end design/build guys will pay your rate. You just have to show them the realistic ROI and it's a no-brainer.
  8. BLC7

    BLC7 LawnSite Senior Member
    Messages: 442

    I don't want to get into Lawn SEO, I was simply asking what SEO companies charge for their services in the lawn industry, because obviously it's not going to be the same as a larger ticket industry.

    It was simple curiosity. So please stop trying to paypal me money to seo your site!!

  9. tonygreek

    tonygreek LawnSite Gold Member
    Messages: 3,828

    You used a nuke to blow up a service area the size of Natchez? I hope you outsourced that content. ;) You probably could have done the same with 5 good pages.
  10. BLC7

    BLC7 LawnSite Senior Member
    Messages: 442

    Indeed, good sir!! Thumbs Up

    The content, believe it or not, is 5 good articles duplicated and optimized for the "keyword city/town" a few thousand times using a script.


    run a google site:thelawnboy.net check, and you'll see what I mean. The articles are duplicate except the target keyword is replaced with each new blog post publish.
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