Leadplan marketing

Local Authority Marketing

Our Approach:
In today’s consumer marketplace, customers are making complicated buying decisions. Companies and brands are influencing those decisions through many channels both online and off. Understanding the journey your customer takes and meeting them every step of the way is what delivers an experience that not only sells your products but also creates raving fans who help spread brand awareness. We believe in establishing a plan to engage your customer and working that plan through to completion. Together our efforts can create an amazing impact on your bottom line. 

 A goal without a plan is just a wish.” ~ Antoine de Saint-Exupéry


Makings of a great local authority  strategy

  • Keywords
  • Pay per click advertising
  • Strategic messaging
  • Compelling calls to action
  • Strong search rankings
  • Strong reviews
  • Google my business listing
  • Google Map Pack in the top 3
  • Retargeting ad strategy 
  • Call/Lead Tracking

Program Objectives

Improving local authority involves a cross-marketing strategy that spans many areas both on and off your website. Our programs are designed to improve your presence and authority by working directly with our team to execute a process that has been proven to work time and time again. 

  • Improve Search Ranking
  • Grow Reviews
  • Establish a strong local online presence
  • Increase lead flow

Understanding Google’s Page One:

Factors Influencing Google’s Algorithm

Authority Score

This is the overall metric Google uses to measure the quality of the online experience you provide. There are  three primary components of the Quality Score: 

  • Click-through rate (CTR), 
  • Ad Relevance and 
  • Landing Page Experience. 

Each one can be rated: below average, average, or above average. Average means the average score compared to your competitors who bid on the same keyword.


Links on websites other than your own that go back to a page on your website. Backlinks are also called inbound links because they represent another website’s traffic coming to your own site. Being connected to websites that Search engines already consider high quality sends a signal to the algorithm that your website is high quality too. 

Listings and citations

As a business, you can’t afford to have wrong information on even one of the 3 major data providers. This incorrect information will be distributed to literally hundreds of online sources including review sites, directories, social sites, search engines, GPS services, and more.

Website load times

Page load speed is important for SEO because it is one of the key determining factors for Google’s algorithm. Slow sites turn visitors away. Fast sites provide good user experiences for your visitors, and Google will rank those sites higher than slow-loading ones

Titles, and tags

  • Title Tag: ensures searchers that they have found a relevant page that will meet their needs
  • H1 Tag: Introduces page content and reassures them that it will meet their needs.


Website indexation is the process by which a search engine adds web content to its index. This is done by “crawling” webpages for keywords, metadata, and related signals that tell search engines if and where to rank content


Reviews not only have the power to influence consumer decisions and strengthen a company’s credibility. The quality and quantity of reviews on Google is one of the most important ranking factors for local SEO.

Google May Business activity

A Google Business Profile improves your local SEO. In particular, a listing for a local business is more likely to appear when people search for a nearby business using Google Maps.

Google Map Packs rankings

Local maps SEO drives highly-qualified local traffic to all types of businesses. As a result, Google maps optimization has become one of the most powerful investments in local SEO marketing.


How often does someone see a link to your site on Google? Depending on the result type, the link might need to be scrolled or expanded into view. 


How often has someone clicked a link from Google to your site.



What We’re About

Our passion is driven by the results we achieve for our customers, helping them to reach a larger audience so they can be more successful with their business. Our goal is to put our client’s best interests first and make each and every one a fan for life.

Win Together

We believe in establishing a “win together” relationship that’s built around transparency with each and every client we work with. We are focused on developing strategies with you that will contribute to your success, within your budget, while delivering on expectations that we set together. Our goal is to work and win together as a team.


We believe in diving deep into what makes each of our clients’ businesses unique, the specific problems their products or services solve, and most importantly, the metrics from which we will measure success, in order to develop the most impactful and efficient results possible. With strategies rooted in thorough research, you will feel confident that you’re making informed decisions with your budget.

Branding + Marketing

We believe that branding and marketing have a symbiotic relationship when it comes to strategies that effectively move the needle. We specialize in formulating strategies that not only get in front of key audiences but also connect with them by clearly defining why they should care and what problems we can help them solve—greatly increasing the chances that they will purchase with you.

Who we are

John Smiddy – Owner/Marketing Consultant

John has helped market and scale over 200 companies in various industries over the past 10 years. He is the Founder and Managing Partner of LeadPlan Marketing, the host of “The Marketing Fundamentals Podcast” and the creator of the “5 Pillars of Sales Conversions” formula used at LeadPlan.

Mike Hardy – Brand Strategist & Creative Director

An award-winning brand strategist with more than 25 years of experience in roles ranging from print production to high-end creative direction, Mike prides himself on understanding how to motivate an audience to take the desired action. Over the years, Mike has amassed numerous accolades, including more than 50 Addy Awards, while working with global brands such as Starbucks, Duracell, Harley-Davidson, Procter & Gamble, Coors, Kroger, Ace Hardware, and Polaris.

Lori Hardy – Account Manager

With over 10 years of experience in sales and consulting, Lori is passionate about helping clients reach their goals. As a “people person,” Lori knows how to work with companies large and small to communicate ideas and strategies, and see their vision come to light. With a background in design, as well as project management, Lori ensures that you’re always in the loop on your projects with us and that your expectations are being met.

Heidi Jones – Project Manager

Heidi brings extensive project management in multiple industries to the table and is experienced in bringing teams together to achieve client goals. Organization is her game, and workflows are her bag. She’s a master at follow-through, believes in a strong work ethic, and that no day is complete without a hearty laugh!

AJ Anderson – SEO & Technical Manager

AJ is our search engine optimization management guru. With a love for technical data analysis, AJ keeps a close eye on how your website, SEO, and online ad strategies are performing, while examining new opportunities to elevate your online presence. With a flair for ITAJ is also a great resource to answer questions when things get a bit technical.

Sheri Kowalski – Art Director & Copywriter

A creative talent with 18 years in the business, Sheri specializes in creative strategy and execution. Her unique ability to clearly visualize the desired outcome, bolstered by her abilities to bring it life through design, photography, and writing make her an amazing all-around talent for creative executions. 11 years working with motion graphics for CBS Television Studios, where she was nominated for multiple Emmys for design and animation, rounds out Sheri’s broad and experienced skill set.

Chuck Vroom – Art Director

Chuck has spent his career honing his skills working on global brands including Ford, Jeep, UnitedHealth Group, OnStar & Rocket Mortgage. Over the years, Chuck has worked on everything from online advertising campaigns to full rebrands. Chuck loves working hands-on, so diving deep into design files is a comfort zone for him. In his own words, Chuck is ‘driven to make amazing stuff that people love.’ 

Rich Connolly – Graphic Designer

As a lifelong creative, Rich boasts a diverse skillset that he loves to get his hands dirty with. From layout design, illustration, and writing—there’s nothing he won’t happily dive into as his true strengths lay in his adaptability and enthusiasm. He takes pride in being someone who can figure it out and rises to any creative challenge. Rich’s attention to detail enables him to complete projects quickly and his clever wit and humor are always welcome, especially when the deadline looms. 


  • Hermes Creative Award Gold Winner – Wilbanks Energy Logistics Logo Design
  • Hermes Creative Award Gold Winner – Wilbanks Energy Logistics Website Design
  • ADCD Silver – Duracell Museum of the Obvious; for Duracell/Proctor & Gamble
  • Reggie Award – Green Caps for Green Energy; for Silk/Whitewave Foods
  • NDAC Denver 50 – Green Caps for Green Energy; for Silk/Whitewave Foods
  • NDAC Denver 50 – Museum of the Obvious; website for Duracell/Proctor & Gamble
  • National Addy Awards – National Silver Award for Direct Mail Marketing
  • District 15 Addy Awards – Gold Award for Direct Mail Marketing
  • Central Coast Addy Awards – 33 Awards including Gold Awards for Direct Mail Marketing, Corporate Identity, and Self Promotion
  • Central Coast Addy Awards – 23 awards including 2 Gold Addy Awards for poster design and Best of Advertising Award 
  • PIA Awards of Southern California – 4 awards including the People’s Choice Award for Advertising Excellence


 Brian Taggart

Principal & CEO, Larkin Group


Drina Aldana

Owner, LeadingEdge Plumbing

(888) 525-3234

Pete Kirkwood

Owner, Workshop Brewing

(570) 872-4957


Local Authority Programs

Below is a breakdown of our available programs

Local Authority Elite Program:

  • SEO
  • In-depth keyword optimation
  • Google map 3 pack optimization
  • Google My Business posting
  • Ongoing content creation 
  • Reputation and reviews
  • Social media posting 4 posts per week
  • Social media and Google remarketing advertising 
  • Monthly reporting 

(12 Month commitment)

Local Authority Program:

  • SEO
  • In-depth keyword optimation
  • Google map 3 pack optimization
  • Google My Business posting
  • Ongoing content creation 
  • Reputation and reviews
  • Social media posting 4 posts per week
  • Social media and Google remarketing advertising 
  • Monthly reporting 

(12 Month commitment)

Digital Ad Spend

Recommended monthly budget



We appreciate you

Thank you for taking the time to visit us, sharing your story with us, and allowing us to share our story with you. We look forward to the opportunity of working together with you.