REPORTING SUMMARY

• Organic SEO
  • LOSSES:
    • 8 keywords fell of 1st page
    • Total vol 110 (6 of them Tucson-specific)
  • GAINS:
    • 2 keywords to 1st page
    • Total vol 380 (both Phoenix-specific)
  • OPPORTUNITY:
    • 11 keywords clustered on page 2/3
    • Total vol 11,430 (all Phoenix)

• Google Business Profile & Reviews
  • Tempe +74 reviews (18.5/week)
  • Tucson +56 review (14/week)
     
• Analytics
  • ​Direct: +0.3% Jul-Jul / +157% YTD-YTD
  • Organic: -29% Jul-Jul / +7% YTD-YTD
  • Referral: poisoned.
     
• Google Ads
  • LSA needs attention!
  • Turn off Display campaigns
  • Work toward P-Max campaign

Google Reviews

• Market Glimpse Comparison
  • ​TEMPE - 5th
    • 2,247 reviews (+15 since 6/5 = Velocity 18.5/week)
    • -10 compared to Parker & Sons. Need just net +13 to pass 'em!
    • 7/17 UPDATE: 2,266 (+19 since 7/3 = 9.5/week)
  • TUCSON - 3rd
    • 2,836 reviews (+56 since 6/5 = Velocity 14/week)
    • -4 compared to Wolfgangs. +296 to pass 'em.
    • -16 compared to Orangutan. 170 lead.
    • 7/17 UPDATE: 2,866 (+30 since 7/3 = 15/week)
  • SCOTTSDALE - 54th
    • Tempe Location showing in results, position #8
    • 12 reviews (+1 = Velocity 0.25/week)
    • 7/17 UPDATE: 13 (+1 = 0.5/week)

Google Business Profiles

• TEMPE
  • Interactions: 565 (+52%)
  • 75% mobile / 25% desktop
  • 74% web / 26% maps
  • Calls: 172 (+79%)
  • Website clicks: 285 (+43%)
  • Branded search: 362/611 (59%)
     
• TUCSON
  • Interactions: 966 (+24%)
  • 76% mobile / 24% desktop
  • 90% web / 10% maps
  • Calls: 436 (+57%)
  • Website clicks: 432 (+6%)
  • Branded search: 326/2094 (15.5%)

• SCOTTSDALE
  • Interactions: 66 (+94%)
  • 68% mobile / 33% desktop
  • 84% web / 17% maps
  • Calls: 15 
  • Website clicks: 10 
  • Branded search: (~100%)

Organic SEO

• Top 5: 22 keywords (290 total volume)
• Pos 6-10: 6 keywords (580 total volume)
   
• Lost ranking on 8 low-volume (total 110) unbranded search terms prev on 1st page:
  • ac repair tucson (10)
  • tucson az ac repair (20)
  • hvac in tucson (40)
  • heating and cooling tucson az (20)
  • tucson heating near me (0)
  • tucson ac (10)
  • free ac inspection home (10)
  • trane air conditioner fountain hills az (0)
• Gained 2 new first-page search terms with modest but decent volume (380 total)
  • "phoenix air conditioning" #7 - 210 vol
  • "air conditioner phoenix" #6 - 170 vol
• NET GAIN: 270 vol
• Big simmering opportunity for Phoenix repair keywords (11,430 total volume)
  • 11 search terms in position 25 - 13 

Analytics Summary

• Users
  • down over last month (-10%)
    • engaged sessions UP over last month (+10%)
  • UP over last year (+66%)
     
• Traffic Sources
  • Direct
    • -50% over last month
    • +87% over last year
  • Organic Search
    • +29% over last month
    • +35% over last year
  • Organic Social - low Engagement time
    • +815% over last month
    • -15% over last year

Google Ads: Display

• June
  • $479
  • 2,089 clicks
  • 1 conversion
    • Remarketing
      • $202.87
      • 898 clicks
    • Targeted Radio sites
      • $3.05
      • 11 clicks
    • Targeted TV sites
      • $272.95
      • 1,180 clicks
      • 1 conversion

• Jan: 4 conversions @ $126.77 ea

• Feb: 2 conversions @ $252.94 ea

• Mar: 4 conversions @ $124.33 ea

• Apr: 7 conversions @ $72.45 ea

• May: 1 conversion @ $499.09

• Jun: 1 conversion @ $478.86

• AVG: $157.70 CPC

TEMPE

FYI: Your card on file expires this month.

Google Ads: Display

• June
  • $507.99
  • 1,386 clicks
  • 1 conversion
    • Remarketing
      • $247.30
      • 700 clicks
      • 1 conversion
    • Targeted Radio sties
      • $0
    • Targeted TV Sites
      • $260.70
      • 686 clicks

• Jan: 0 conversion @ $507.47

• Feb: 4 conversions @ $82.50 ea

• Mar: 2 conversions @ $176.25 ea

• Apr: 2 conversions @ $157.18 ea

• May: 0 conversions @ 507.27

• Jun: 0 conversions @ $507.99

• AVG: $380.16 CPC

TUCSON

Google Ads: LSA

• TEMPE - June
  • 77 Leads @ $6,153.98
  • $79.92 per lead
  • Top Impression rate: 35.6%
  • Weekly Budget $520

• TUCSON - June

  • 98 Leads @ $9,474.48

  • $96.67 per lead

  • Top Impression rate: 8.7%

  • Weekly Budget: $1,000

  • Ductless turned OFF?

• MUST participate in Disposition:
  • Mark as Booked
  • Mark as Completed
  • Dispute bad leads
• Do it DAILY
• Only display ads when you have someone answering the phone

Strategic Summary

• Maximize LSA in Tempe & Tucson
  • Do disposition activity (YOU)
  • Results over several weeks
  • Improve profile (US)
    • ​More photos
    • Change hours ads run
    • Make addresses match EXACTLY

• Work toward Performance Max Campaign
  • Turn off Display campaigns
  • Create regular Search Campaign
  • Get 30 conversions in 30 days
  • Start P-Max Campaign
    • This will reach Google Maps better than going after it directly.

1.

2.

• New Website Pages (UI/UX)
  • Agnostic (true) Home Page
  • Phoenix & Tucson "home" Pages

3.

• SEO for Phoenix keywords
  • New site architecture
  • Leverage FAQ's
  •  

4.