CASE STUDY

Papaya Search

How an SEO agency owner uses GoWP to offer website maintenance as a source of hands-off, passive income.

With the help of GoWP, Bobby Kircher can focus on delivering exceptional SEO services while his white label team takes care of the site maintenance.

Papaya Search logo

Meet Bobby

Bobby Kircher, founder Papaya Search

Bobby started Papaya Search, then known as Papaya Internet, in 2004. He specializes in helping small businesses and individuals sell their products and services through search marketing including via search engine optimization (SEO), paid-per-click advertising (PPC), and analytics.

Papaya focuses on measurable ROI for its clients, ensuring the best return for their marketing dollar. And he’s been very successful. 

Originally from South Florida, the name of his agency comes from the fact that he grew up on one of the many fruit farms that make that part of the country famous. And just how papayas made a name for themselves in South Florida, Papaya Search has made a name for itself in Atlanta, where Bobby bases his agency.

It doesn’t hurt that Bobby is incredibly friendly and always willing to help out someone in need. And when you work in the digital marketing sector, friends in need come by the dozen.

Whether it’s a friend, or someone from the gym, or a referral from a colleague, people are always asking me for help with their site and a lot of times it’s run of the mill maintenance and support that I don’t like to do. Partnering with GoWP allows me to help them out and we’re all happy!

Bobby Kircher, founder Papaya Search

Why GoWP?

So why did Bobby decide to partner with GoWP for white label maintenance and support? Well, lots of reasons! But these were his big three motivators:

  1. To do the dirty work

    A lot of times, people will hire Bobby for SEO and shortly thereafter he’ll discover the site has issues that need fixed in order for his SEO magic to do it’s trick. So he’ll get them on a maintenance and content edits plan with GoWP to get the site in working order so that he can do what he does best.

  2. Hands-off revenue stream

    When friends and acquaintances ask Bobby for help with website issues that are not a part of his core service, i.e. maintenance and content edits and updates, he can still help them out. He puts them on a GoWP plan and after that, he doesn’t have to lift a finger.

  3. To offer a more complete service and compete with larger agencies

    Because Papaya Search specializes in SEO, sometimes he has prospects that are looking for more. By partnering with GoWP, Bobby is able to offer a more complete package to his prospects — top-notch SEO and SEM services as well as website care and maintenance. 

Bobby’s Struggle

TLDR:

Prospective clients wanted to work with Papaya Search, but some were reluctant to hire a specialized agency over a one-stop-shop offering more.

The whole story:

As an SEO specialist, Bobby was competing against some very big agencies that offer it all to their customers: SEO, maintenance, content edits, and more — he needed to make his offer more compelling.

“I’ve had prospects that were on retainers with a million dollar agency but they wanted to use me for SEO,” Bobby explains. “Their retainer was giving them ongoing maintenance and web support so I needed to compete with that in order to get the contract signed.”

But that wasn’t his only conundrum. Friends, acquaintances, and friends of acquaintances were always approaching Bobby and asking him for help with their websites. A lot of times it was run of the mill maintenance stuff, something Bobby doesn’t offer and doesn’t prefer to do.

Bobby is one of the friendliest people you’re likely to meet so he wasn’t comfortable just turning them away. So he agreed to help them out. But he needed to find a way to do this without eating into the time he uses to grow his SEO agency.  

Cue GoWP!

GoWP’s Solution

TLDR:

Bobby partnered with GoWP and was able to compete for clients looking for a one-stop-shop by offering them a complete solution.

The whole story:

With GoWP, Bobby can deliver his incredible SEO results for clients while also providing ongoing maintenance and support.

“I can’t think of any client who has not been happy with the service,” Bobby explains. “I love being able to tell clients that ‘my team’ will take care of things for them. It’s so simple and such an awesome value for them.”

Using GoWP allows Bobby to focus on growing his agency and stay on top of the ever-changing SEO game. Without having to worry about keeping his ongoing clients happy, he can ensure that he is delivering the best SEO service out there.

And it’s made all the difference.

“I am so grateful that GoWP exists. Individually, the whole team is so friendly and awesome and that reflects in the business,” Bobby said. “That is very much in line with the way that I operate by keeping the customer happy but also enforcing boundaries when needed. Of course that’s important too.”

 

Recap

By reselling the GoWP maintenance and content edits plans Bobby is able to keep his clients, and his friends, happy while also increasing his monthly recurring revenue — win-win!

Bobby can tell his friends that he’d be happy to help update their sites or take care of ongoing maintenance because he knows he has the team at GoWP on his side. 

He can also rest assured knowing he can compete with the bigger agencies offering clients all-in-one packages. Bobby can keep his focus on being the best SEO-niched agency out there while also providing the best maintenance and support around. Without GoWP, this wouldn’t have been possible.

My maintenance and support clients are truly passive income for me. I don’t even have to think about it. Of course, I love that I can go into the GoWP customer portal and see what’s going on when needed. But I’m able to focus on the things I’m good at and the things that I want to do. And let GoWP take care of the rest.

Bobby Kircher, founder Papaya Search

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