How Ad Astra Can Take Their Digital Marketing To The Stars

Toby Surber runs Ad Astra Softwash, a softwash company based in Overland Park, KS who does exterior cleaning for residential properties around the Kansas City area.

A week ago, Toby reached out to us to see how we can help improve his digital marketing so Ad Astra can get more qualified calls and grow their business online through ads and SEO.

In this article, we’ll be conducting an audit of their current website and SEO so we can quickly move to diagnose any problems and get Toby more qualified calls ASAP.

What’s Ad Astra’s SEO Look Like?

Ad Astra’s website has a DR score of 0, meaning its current SEO is almost none-existant. There’s also only 28 backlinks, none of which are driving much link juice and power.

You can see that reflected by the amount of 301s here, which means that the site isn’t generating any power from these existing links.

The reason for this is because the sites linking to Ad Astra themselves aren’t very powerful (or at the very least, aren’t relevant enough to be noticed by Google).

Take for example, a website like ours at Blitzmetrics that has a DR score of 63. By writing this article, and because it’s so relevant to Ad Astra, we’ll do more here for their website’s SEO power than all of the other links combined.

Fortunately, we’re already ranking on keywords which are relevant to soft washing in our local service area.

While this is a good sign that it’s not 0 keywords, we also want to see branded search here (which is people searching directly for “Ad Astra Softwash” instead of terms such as “pressure washing overland park”. 

By getting our SEO in check, we’ll not only be able to rank higher on the first page for keywords we already own, but we’ll be able to generate new keywords relevant to what potential customers are searching for in Overland Park.

What About Our GMB?

For our Google Business Profile (sometimes referred to as GMB) we have loads of social proof with almost 300 five star reviews.

It’s also great that we have so many images and videos already published on our GMB. This is real content which shows the term in action in Overland Park and helps us rank by giving Google a signal that we do what we claim to do, where we claim to do it.

Unfortunately, our last positive review was from over a month ago. The last review before that was from over 2 months ago.

Ideally, we want to be generating at-least 1 – 3 new reviews per week for our GMB so we can leverage this social proof and rank higher.

The example we use for this is to imagine your favorite restaurant goes under new management. Even though the restaurant has many positive reviews, the new food is awful. Wouldn’t you like to see that reflected in the new reviews?

That’s why new reviews are almost, if not more important, than the total number of positive reviews for GMB listings.

What About Ad Astra’s Website?

Every adjustment we recommend for new and existing websites follows the same standards: appeal to Google’s EEAT content policies as much as possible.

Starting with our home page – is it clear what we do and where we do it for Google?

Yes, it’s good that we have our logo at the top of the website which mentions in small letters “Overland Park”, but we want to make it clear as H1 text on our home page what we do and where we operate out of.

For example, we should replace this with “Expert Softwash & Cleaning in Overland Park”. This way, we’re giving yet another sign to Google and potential customers what we do and where we do it.

For our services pages, I like how we include them but we’re missing some critical EEAT content which would help them rank.

Take our house washing service page as an example of this.

Are there any images or videos on this page showing the team at Ad Astra in action? Is there anything specific in the text which shows where we operate out of?

Could a random guy in India re-create this page with ChatGPT in 1 minute?

If so, there’s a problem and we need to solve it by adding images of house washing, stories of house washing, and answering PAA questions on house washing for Overland Park.

For example, if you type “house washing” into Google, what appears?

All of these people-also-ask questions are already being answered by other local service businesses. If we can do the same, there’s a good chance we can be one of these businesses who demonstrates authority, which will further help us rank.

For our LSPs (local service pages), we don’t yet have these. Instead, we have a list of areas in which we operate out of.

By adding these local service pages including in our existing local service business checklist, we can rank more locally, so long as we also include more EEAT content.

Lastly, we need to include an “About us” page.

While it’s good to highlight all the work we’ve done for our service area, Google (and potential customers) want to know the story of Toby Surber and how he started/runs the company.

Take for example, the “about us” page for Litsey Heating and Cooling, an HVAC company based in Louisville.

By showing who the founder and team are – we show Google the Trust (T in EEAT) and that we deserve to rank higher in our local service area.

It’s important to remember that for these website changes, it’s not us “doing” SEO. Instead, we’re simply passing the lie-detector test on search engines and giving our business the chance to be seen by more people.

What Can Ad Astra Do To Get More Qualified Calls ASAP?

Since Ad Astra qualifies for local service ads, that alongside Google PPC ads should be the main driver of ads for now.

The reason is because Google ads can give us new customers already searching for our services, while FB and other organic ads strategies are more mid-funnel usually for local service businesses.

By iterating, we can watch our number of qualified calls (+1 minute and quality) rise week-after-week while Google finds what works.

In conclusion, Ad Astra already has most of the ingredients here in terms of images and social proof. Since digital marketing is the amplification of what’s already working, our job now is to share it so we can generate WAY more qualified calls.