Scott Hack’s Finish Line Realty is proof that even a solo broker can outrank big agencies if the SEO foundation is right.
Even though he’d stepped away from SEO for a few years to focus on his family, the foundation was still strong.
Scott Hack discovered me through a Facebook challenge shared by our mutual friend Casey O’Roark.
Finish Line Realty’s SEO Wins
- Domain Rating (DR) of 32: very solid for a one-person operation.
- Ranking #1 for multiple geo-targeted, low-difficulty keywords.
- Clean backlink profile, with links from Louisville blogs and DR 78 ValueWalk.
- Strong presence in neighborhoods like St. Matthews.
- Infographics on the Bourbon Trail and horse racing follow Google’s helpful content guidelines.
“Everything on the site I did myself years ago,” Scott told me. “Now I’m trying to get back into it.”
Where SEO Breaks Down for Finish Line Realty
Like we saw with Sean Dittmer at C&S Real Estate, foundational SEO issues, like inconsistent listings and poor link building, can quietly drag down even the most promising real estate brands.
“I haven’t gotten a single call from LSA in months,” he said.
1. Local Services Ads (LSA) Flatlining
- His Local service ads account is 2–3 years old.
- No recent calls or leads.
- Likely needs a new setup with better call handling and GMB sync.
- GMB profile has few reviews and incomplete details.
2. Review Count and Frequency
- Just 10 Google reviews.
- No new reviews in the last 3+ months.
- Needs 2–3 per month to stay competitive.
3. Citation & NAP Issues
- Inconsistencies in phone numbers and names.
- Some business listings are unclaimed.
- Use Yext or Whitespark to push correct data across directories.
4. Missing Internal Links
- Blog posts are isolated.
- No linking between posts means no SEO synergy.
- Adding internal links is a quick win.
5. Overused Stock Images
- Several blog posts reuse the same generic photos.
- Many of these are used by other sites, which dilutes trust.
“That’s a really easy fix,” Scott said. “I just didn’t realize it hurt SEO that much.”
6. Typos + Footer Link Leaks
- “Finish Line” is spelled as “Finnish Line” on some profiles.
- The footer links back to the website builder, Sierra Interactive, which is a no-no.
7. Lack of Video Content
- No videos on the site.
- No presence in search features like People Also Ask.
- One-minute video embeds could change everything.
The Path Forward for Finish Line Realty
The strategy we’re helping Scott execute shares many parallels with David Keyte’s situation at Bend Relo, another real estate business with strong potential but under-leveraged SEO.
In David’s case, we uncovered issues like low domain authority and a heavy reliance on autogenerated MLS pages. Fixes like internal linking, local keyword targeting, and repurposing video content made a measurable difference, just like they can here for Finish Line Realty.
Scott’s already ahead:
- DIY content that still holds authority.
- Legit local backlinks and infographic campaigns.
Now it’s about tightening up:
- Capture real photos and short videos around Louisville.
- Use Google Photos to tag and organize them.
- Embed videos on neighborhood and blog pages.
- Clean up NAP info and directory listings.
- Ask for reviews after every transaction.
- Boost top content with Dollar-a-Day ads.
“I’ve known Brian, who helped with the infographics for years,” Scott said. “It’s time to do more than just content, I want to grow.”
If you want clear, personalized steps to strengthen your local SEO, just like we gave Scott, start with a Quick Audit.
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.