SEARCH ENGINE OPTIMIZATION PROPOSAL
Prepared for: [Prospect’s name, designation, company name]
[Prospect’s email address, phone and fax]
[Prospect’s address]
Prepared By: [Your name, designation, company]
[Your email address, phone and fax]
[Your business address]
I.
EXECUTIVE SUMMARY
[Your prospect’s business name] has a good website that is currently not properly optimized for
maximum search engine visibility. It currently receives very limited amounts of organic search traffic,
resulting in a small number of qualified leads generated each month. [Your company name] has
performed a preliminary SEO analysis of the site’s current state and has identified several factors that
contribute to [Prospect site’s name]’s commercial underperformance.
a. Business Challenges




[Prospect site’s name] is not being found by potential customers in the first page of search
engines
These potential customers are instead finding the websites of competitors
[Prospect’s business name] does not have in-house personnel and resources that can address its
current SEO and business needs
[Prospect site’s name] is not generating enough revenue to cover the initial and on-going resource
investments that went into it
b. SEO Challenges





[Prospect site’s name] is currently not found on the first page of Google search results for nonbranded keywords that refer to its products
The limited visibility is resulting in low amounts of targeted visitors from search engines
[Prospect site’s name] does not have a rich backlink profile that can boost search engine rankings
and drive referral traffic to its pages
The site does not have a robust content library that’s optimized for search
Technical issues are hampering the crawl of search engine spiders from one page to page
c. Baseline Metrics
At the time of this proposal’s creation, [Your company name] has determined the following baseline
metrics for [Prospect site’s name]:
Avg. Visits per Month:
Avg. Organic Search Visits per Month: XX
Alexa Traffic Rank: XX
Google PageRank: XX
Domain Authority: XX
Avg. Conversions per Month: XX
Avg. Conversions from Organic Search Visits per Month: XX
Avg. Site Revenue per Month: XX
Avg. Revenue from Organic Search per Month:
Current Keyword Rankings
Keywords
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
Keyword 7
Google Rank
32
53
13
74
58
96
77
d. Goals
[Prospect site’s name]’s SEO campaign with [Your company name] has [number] primary objectives:



Drive targeted search engine traffic through better positioning in Google’s SERPs
Overtake competing business websites in SERPs to gain a larger share of the market
Increase conversions from search engine traffic
II.
WHY [YOUR COMPANY]?
[Your company name] is a full-service search engine optimization agency that offers responsive, ethical
and enterprise-quality SEO services tailored to your website’s unique needs. We have a team composed
of passionate professionals who come from diverse backgrounds to offer simplified solutions to complex
online marketing challenges.
Founded in [year], [Your company name] has a rich portfolio built on SEO success stories. We have
worked with a diverse set of clients from startups to Fortune 500s, giving us the kind of experience
necessary to tackle your SEO problems effectively.
Here’s why entrepreneurs, marketing leaders and other digital marketing agencies constantly seek [Your
company’s name] services:





Proven track record: We’ve helped companies such as [client], [client], and [client] accomplish
their SEO goals
Ethical practices: We use 100% white hat SEO to make sure your site succeeds without putting
it at risk from Google penalties
Value for money: We offer premium services at reasonable rates
Credible management: Our senior management team is composed of respected authorities in the
field of SEO, analytics, PPC and usability.
Complete Transparency: We offer full campaign visibility and comprehensive reporting to give
clients the peace of mind that they deserve.
III.
WHAT’S AT STAKE?
[Your company name] has performed an analysis of the potential rewards that a successful SEO campaign
can bring to [Prospect business’s name]. Using keyword data, click-through rate estimates based on first
page positions, current conversion rates and [Prospect site’s name]’s average conversion value, we have
calculated the range of potential revenue per month for your main keyword.
Important: Please keep in mind that these are ballpark estimates and not guarantees. Revenue may vary
depending on market trends, product seasonality, competitor activity, and other factors beyond [Your
company name]’s control.
Examining the keyword “iphone accessories,” we found out through Google Keyword planner that it’s
searched approximately 33,100 times in the US alone. This will be the basis for our computation since
[Prospect site’s name] only targets the United States.
We used Google click-through rate data reported by Search Engine Watch. These figures are widely
accepted in the search marketing industry as the best click share estimates.
The conversion rate and the conversion values were provided by [Prospect’s name].
The table below shows the estimated ROI from ranking on the first page for just one of several
keywords that this campaign will target:
Keywor
d
Search
volume
Est.
Search
Traffic
Googl
e rank
Avg.
CTR
Convers
ion rate
10757.5
2%
Est.
Conversions
from SEO
Avg.
Conversion
value
Est.
Reven
ue
215.15
$40
$8,606
iphone
accessori
es
33100
1
32.5
%
iphone
accessori
es
33100
2
17.6
%
5825.6
2%
116.512
$40
$4,660
iphone
accessori
es
33100
3
11.4
%
3773.4
2%
75.468
$40
$3,019
iphone
accessori
es
33100
4
8.1%
2681.1
2%
53.622
$40
$2,145
iphone
accessori
es
33100
5
6.1%
2019.1
2%
40.382
$40
$1,615
iphone
accessori
es
33100
6
4.4%
1456.4
2%
29.128
$40
$1,165
iphone
accessori
es
33100
7
3.5%
1158.5
2%
23.17
$40
$927
iphone
accessori
es
33100
8
3.1%
1026.1
2%
20.522
$40
$821
iphone
accessori
es
33100
9
2.6%
860.6
2%
17.212
$40
$688
iphone
accessori
es
33100
10
2.4%
794.4
2%
15.888
$40
$636
Analyses for other target keywords may be conducted at your request.
IV.
PROPOSED SOLUTION
In response to the SEO challenges identified, [Your company name] proposes a comprehensive SEO
campaign that utilizes technical improvement, content development, content promotion and link
acquisition techniques. These activities are intended to enhance organic search visibility, which in turn
drives the inbound marketing efforts of the business.
a. The Inbound Marketing Model
Rankings
Visits
Conversion
Retention
[Your company name] will follow the inbound marketing model illustrated above. This paradigm shows
how rankings translate into visits, conversions and finally into returning customers.




Rankings – With an optimized website, [Prospect site’s name]’s rankings are intended to
improve. The goal is to get all of the site’s target keywords in Google’s first page to capture
targeted traffic that can be converted into customers.
Visits – The main benefit of having strong search engine rankings is that it sends quality, targeted
traffic to your site’s pages. When your website is found on Google by a user looking for its line of
products, there’s a great chance that this visitor is highly interested in what the site has to offer.
Conversions – A conversion happens when a visitor to a website performs an action that helps
you achieve a goal. Obviously, the more visitors a site has, the more opportunities it has to
convert. Traffic from organic search is proven to be the easiest to convert compared to other
traffic referral channels.
Retention – Inbound marketing doesn’t end with the completion of a transaction. [Your
company’s name]’s SEO campaign encourages customer retention and repeated transactions with
its content marketing elements and follow-up system.
b. Recommended Actions
[Your company name] recommends the following actions to enhance the good rankings of [Prospect site’s
name]:
1. Fix Technical Issues – making sure that the site’s current technical state allows search engine
bots to crawl public-facing pages freely is an integral aspect of SEO. [Your company name] will
address areas such as crawl errors, internal linking, sitemap creation, etc. to make sure crawls run
smoothly and internal link equity is properly distributed.
2. Start a Blog – A blog allows [Prospect’s site name] to target more keywords, constantly create
fresh content and attract off-page ranking signals. Blogging will be an integral part of the site’s
content marketing strategy.
3. Build Up the Link Profile – Inbound links from relevant, high quality websites will help
maximize the website’s ranking potential. [Your company name] will use a variety of tactics to
encourage authority sites to link to [prospect site’s name]’s pages.
4. Capitalize on Video, Audio and Slideshows – Text content and link building are not enough to
guarantee success in today’s search engine optimization landscape. Google’s algorithms tend to
reward websites that look like legitimate brands and rich media is a good way to capitalize on
this. Posting YouTube videos and SlideShare presentations is a great way to expand brand
awareness and attract more visitors to the website.
5. Build Up AuthorRank – Search engines are leaning towards recognizing the work of credible
authors and rewarding the pages with their markups. [Prospect site’s name]’s blogging persona
needs to create a Google+ account, link it with the website and trigger the Google Authorship
Markup feature so the search engine can track the writer’s body of work.
c. SEO Process
[Your company name]’s SEO process follows the five-phase, cycle in the diagram below. Each circle
represents a different stage in the optimization process that will put the site in a position of strength when
competing in Google’s SERPs.
Technical
Audit
Analytics and
Improvement
Content
Promotion
d. Technical SEO Audit
Foundational
Branding
Content
Development
The first optimization element in any SEO campaign is the technical audit of the website. We will make
sure that the site’s pages, its information architecture and its content taxonomy are conducive for search
engine bot crawls.
The following tasks will be performed to attain a high level of on-site optimization:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
Title tag audit
Meta description audit
Anchor text audit
Internal linking audit
Duplicate content audit
Weak/thin content page audit
Crawl error audit
Sitemap check
Robots.txt validation
Authoring markup and schema implementation
Link profile analysis
e. Online Branding Enhancement
Branding is an integral part in the current age of Google’s algorithms. A strong brand is a hefty trust
signal for search engines, making websites that invest in this aspect of online marketing stronger in search
results.
Branding can be reinforced for [Prospect’s site name] using the following methods:
1.
2.
3.
4.
Local directory listings and citations
Creation of social media brand pages
Graphical assets
Advertorials (full disclosure)
f.
Content Development
Whitepapers
Blog posts
Content
Idea
Videos and
podcasts
SlideShare
decks
The idea is to create a diverse set of content assets that will be used in strategic Internet locations for
more reach.
Content creation is now more important than ever in SEO and online marketing. Google’s search
algorithms are now advanced enough to identify and reward original, fresh and high-quality content. The
websites that are able to understand and apply this principle are the ones that end up succeeding in the
rankings. The more content [Prospect’s site name] produces and the higher its quality, the more traffic it
will attract from Google as a result.
[Your company name] will help [Prospect’s business name] develop content with the following tasks:
1. Keyword mapping – Identification of keywords that the site is campaigning for and other terms
that bear a strong degree of relevance to those keywords.
2. Content Brainstorming Sessions – Taking the mapped keywords and creating topics out of
keywords that will serve as the basis for the content. We will focus efforts on creating timeless or
“evergreen” content which will receive traffic for years.
3. Editorial Calendar Creation – Identification, prioritization and plotting of content to be
published.
4. Content Expansion– Taking the essence of the content and using it to produce more than just
articles. For instance, an article’s outline can be used to create a PowerPoint presentation that can
be uploaded to SlideShare. The same presentation can be voiced over and converted to video for
uploading in YouTube.
g. Content Promotion
Content will serve no traffic and SEO benefits if it only sits in the website and goes unnoticed. To gain
valuable, natural backlinks, incremental click-through traffic and brand recognition, the content has to go
through a promotion process.
Below are the ways in which we can distribute and popularize our content online:
1.
2.
3.
4.
5.
6.
Guest posting in relevant blogs
Press release distribution via newswires
Posting of decks in SlideShare
Posting of videos in YouTube
Posting content snippets and images on Facebook and Twitter to promote blog posts.
Collaborations – working with industry peers in thought leadership efforts
Guest blogs
Collaborations
with
influencers
Content
Asset
Press releases
Social media
Surrounding our conversion or money pages with content drives valuable leads
V.
ANALYTICS AND IMPEIVEMENT
At the end of each monthly campaign cycle, we will use Google Analytics, SEOmoz and SalesForce to
measure and improve the following key performance indicators:






Search engine rankings
Search engine traffic
Domain authority growth
Top traffic-driving keywords
Top traffic-receiving pages
Conversion funnel drop-off points
VI. TIMELINE
The following are the manpower resources that [Your company name] will provide to [Prospect’s
business name]:
Manpower
Resource
SEO Manager
Content Writer
SEO Specialist
Task Timeline
Responsibilities
Set overall campaign strategy
Analyze on-site SEO status of client site
Develop content strategy and communicate to client and in-house writer
Research influencer and blogs for guest posting
Guide client on content creation process
Provide site usability recommendations
Prepare monthly analytics reports
Write articles for blog and guest post opportunities
Prepare on-site optimization data sheets to be sent to client for execution
Post content on social media channels
Interact with community in blog and social media channels
Gather contact information on influencers and partner sites
Contact and negotiate guest posting campaigns with partner blogs and influencers
For the first seven and a half workdays, [Your company name] will perform a full SEO audit and on-page
optimization for [Prospect’s site name]:
Task
Full SEO Audit
Keyword Research
Title tag optimization
Meta description optimization
URL structure optimization
Copy Optimization
Link Structure Optimization
XML Sitemap creation
Robots.txt validation
Image Alt Tag optimization
Spider-related meta tag
validation
Broken Link Repair
Content Duplication check
301 Redirect Check
TOTAL
Hours
16
3
4
4
2
8
4
2
1
4
2
3
3
4
60
For succeeding workweeks, [Your company name] will focus on off-page optimization. The weekly
task/hours breakdown will be as follows:
Task
Link Prospect
research
Link Prospect
correspondence
Image editing
Video editing
Social media
posting
Article Writing
TOTAL
VII.
Description
Finding relevant sites, understanding their content strategy, gathering link
strength information, collection of contact information.
Contacting and negotiating guest posting and other linking opportunities
with partner sites
Augmenting of siphoning service images for social media posting
Augmenting of videos for YouTube posting
Posting in our own social media accounts as well as in Facebook groups
relevant to siphoning services
12 top-quality articles written per month. Inclusive of blog and guest posts
Hour
s
15
5
5
7.5
7.5
10
50
DEPENDENCIES
In order to perform its role successfully, [your company name] will rely on [prospect’s business name] to
provide the following:
1.
2.
3.
4.
5.
6.
A monthly retainer fee of $XXXX
Support from your web development team
Access to Google Analytics data
Access to Google Webmaster Tools account
Access to requested revenue figures
Consultation time with subject matter experts in your organization