1.
Free SEO / PPC Audit for
Moving Permits
BY: GREG KRISTAN

2.
About Greg
• 8+ years of SEO / PPC Experience
• The Owner of TM Blast since April 2017
• Frequent Speaker at Events in Boston around SEO
• Outside of Work, I live with my fiancé and our
two-year-old Shiba Inu in Boston, MA.

3.
TM Blast’s
SEO Plan for
Clients
Technical Audits → Making sure Google and Bing can
understand and crawl your website efficiently
Technical Fixes → Fixing any technical issues that restrict
Google / Bing from crawling and understanding your site
Keyword Competitor Research → Expand the net of keyword
optimizations for a client
Content + Links + Implementation → Updating the content on
the page / looking for backlink opportunities
Review Results → Each month, you (client) will receive a
monthly report going over every optimization and the results

4.
SEO Summary for the Site
• 1.8k organic keywords rank for your website that drives in about 751
organic monthly visits
• 64 unique domains have 8.8k backlinks to your website

5.
Top Ranking Keywords Driving Traffic to Your Site Each Month

6.
Technical SEO Audit + Fixes

7.
Technical
Opportunities
• Robots.txt file is a 404 error.
Google / Bing come here first
to crawl a website,
• www.movingpermits.com/
robots.txt
• Site takes 6.5 seconds to load.
Some issues include
• Leverage browser caching
• Optimize images
• Minify JavaScript / CSS
• Meta Name Keywords are
excessive and serve no ranking
purpose. H1 Tag, Title Tag, and
Description are weak on the
homepage too
https://gtmetrix.com/reports/www.movingpermits.com/ve71oJBy

8.
Technical Opportunities:
JavaScript vs HTML
• Google / Bing have a delay
on crawling and rendering
JavaScript for websites
• From an SEO perspective,
JavaScript can cause issues
with how Google and Bing
crawl and understand a
page, so be careful

9.
Technical Opportunities: Don’t Use Text in an Image since Google / Bing Can’t
Understand It. Notice how Searching for this Phrase Yields no Exact Results

10.
Technical
Opportunities: Google
Analytics
• Currently not tracking any goals
in Google Analytics. Consider
setting up a thank you page
after someone purchases a
permit and use that as a goal to
measure conversions

11.
Competitor Research

12.
Competitor SEO
Keyword
Overlap + Gap
• Bostonmovingpermits.com
owns more keyword market
share when you compare it
to your website
• Moving Permits should
review the overlaps to look
for common keywords and
ranking improvement
opportunities

13.
Example Competitor
SEO Keyword Gap
Analysis
• The keyword Boston Parking
Permit is a common phrase
for both sites with over 1.6k
searches each month
• This keyword for your site is
currently on page 5 of
Google, so let’s see what we
can do to improve its SEO

14.
Content + Links + Implementation

15.
Homepage Ranks on
Page 5 of Google for this
Keyword:
1.6k Monthly Searches
• Getting to an A score can
move you to page 1 of
Google
• Consider adding these
terms to the homepage if
they make sense
• Residential parking permit,
Massachusetts, parking clerk,
visitor parking, sticker, Boston
parking, and more

16.
Links
• Missing local information on
places like Google Search,
Google Maps, Facebook, Yelp,
Bing and more
• Centralizing your locations,
phone numbers, hours, and
website URL’s can increase
referral traffic and organic
ranks

17.
SEO
Recommendations
at a High Level
Install Google Search Console, Bing Webmaster Tools, and
create a profile in SEMRush for daily SEO Tracking if not done
already
Early fixes include fixing the 404 error on the robots.txt file /
add Goals to Google Analytics
Optimize for key themes like Boston Parking Permit
Perform competitor research for keyword gap analysis and
backlink building opportunities. Also update social listings to
give Google / Bing more signals to rank your content higher
Work together on a cohesive SEO keyword strategy each
month to optimize for the right keywords for the business.

18.
TM Blast PPC Workflow Timeline
New AdWords
Structure
Gathered Data /
New Negative
Keywords
Ad Copy Testing
A/B Tests
Day of Week
Bid
Adjustments
In-Market
Audiences
Build Brand and
Non-Brand
Campaigns
Then Split the
Campaigns by
Exact, Broad
Match Modifier,
and or Phrase
Match
Run Daily SQR
(Search Query
Reports) to see
what keywords
show up for the
BMM
Campaigns.
Any irrelevant
terms would be
added to the
negative KW list
Test Expanded
Text Ads along
with Different
Headline
Messaging for
CTR% and
Conversions
Measuring
After Weeks of
Gathering PPC
Data, opt out of
low performing
days Due to
Cost, High CPA’s,
and Low
Conversions
opt into in-
market
Audiences
Based on
Google’s AI Data
Continue to
Make Bid
Adjustments to
Increase
Conversions

19.
New AdWords
Structure
AdWords
Account
Ad Group 1 Ad Group 2 Ad Group 1 Ad Group 2
Brand Non-Brand
Exact Match
Broad Match
Modifier
The AdWords structure is broken out by
brand and non-brand queries. Breaking out
brand and non-brand allows more control
on spend.
After the breakout, you have Exact and
Broad Match Modifier campaigns
campaigns.

20.
Gather Data / New Negative Keywords
• Running Broad Match Modifier can open your ads to
irrelevant searches and or unnecessary spend. To
combat this issue, you must run daily SQR’s (Search
Query Reports) to find irrelevant search terms and block
them from triggering your ads in the future.
• Overtime, your ads will receive a higher CTR% due to the
keywords being close to 100% of what your audience is
looking for in Google. Having a higher CTR% can improve
your quality score which lowers overall cost-per-click.

21.
Ad Copy Testing (Top Result Has a Higher CTR, More Conversions, Higher
Conversion Rate, and Lower CPA)
REDACTED

22.
Day of Week Optimization Example
(Exclude these Days via No Conversions)
REDACTED

23.
In-Market Audiences
Once You See What Audiences Convert, You Can Bid More Aggressive for their Click in the Future
REDACTED

24.
Your Current PPC
Account Structure
One Goal Tracking (Active – SB to MB) recording 2 conversions.
Need to understand what this Goal is and if a new goal is
necessary
No Negative Keywords Added which Means Wasted Ad Spend
Different Match Types Under 1 Campaign and No Ad
Extensions Running leaves opportunity on the table
No In-Market Audiences set up. In-Market Audiences are
interested in your service, so set this up!
Work together on a cohesive PPC keyword strategy via goals,
goal tracking, target CPA, ROAS, and More.

25.
Examples of My Work and Results

26.
SEO Case Studies for
TM Blast
TM Blast Organic Traffic up
116% and Conversions up
287% YoY
Conversions are anyone filling
out the contact form on my
website

27.
SEO Case Studies for
Client
Grew my Client’s Organic
Ranking Keywords and Organic
Traffic since November 2018
This is my longest active client
with over a year now working
together
I also manage their Google /
Bing Ads

28.
SEO Case Studies for
Client
Helped grow a specefic part of
a website from zero organic
traffic in September to now
38k in monthly organic traffic

29.
SEO Case Studies for
The Stadium Reviews
Personal project, The Stadium
Reviews, continues to grow in
ranking keywords and traffic
since being established in
March 2019
This website is about baseball
stadiums and parking for the
MLB, NHL, NBA, and NFL

30.
PPC MoM Case Study
for Client
Create a new account
structure, negative keywords,
day of week bid adjustments,
A/B ad copy testing, and in-
marketing audience profiling
to deliver their best month in
paid search marketing