PEPIRAS SEO PROPOSAL FOR WEBSITE

Using SEO to drive online conversionsfor business such as high-street stores, furniture's, home kitchens and other local services, shops and entertainment venues, tailoring your content and online marketing campaign so that you appear to relevant audience is a must

INITIAL AUDIT AND REVIEW

• For any new incumbent SEO agency, this stage gives them the opportunity to review existing performance, identify problems that need to be fixed and establish a baseline in which to measure future SEO efforts.

• Identifying 'quick wins' is popular both with the agency and client, so techniques used to do this should be detailed.

INITIAL AUDIT AND REVIEW

KEYWORD IDENTIFICATION AND PRIORITIZATION

• This is when the real SEO work starts. The keyword identification process allows the SEO agency to work with existing keyword target lists to priorities keywords and keyword themes that are most relevant to the business.

• Clients are looking for more quantitative techniques which show the opportunity and returns from SEO. To help make the proposal more specific ask for how the agency will review a specific product category, then this example category can be reviewed throughout the proposal.

KEYWORD IDENTIFICATION AND PRIORITIZATION

KEYWORD IDENTIFICATION AND PRIORITIZATION

COMPETITOR BENCHMARKING

• In a similar way to the keyword identification stage, the competitor benchmarking process involves picking out the different types of competitor in the search results that the client should benchmark performance against.

COMPETITOR BENCHMARKING

COMPETITOR BENCHMARKING

TECHNICAL SEO AUDIT

• The technical audit will check that Googlebot and other search engine robots can successfully crawl and index different pages this involves analysis of re-directs, duplicate content, sitemaps, crawler access and source code.

• It's difficult based on a proposal for a client to understand how one agency process is better than another, so to make it more specific you can specify a particularly challenging area of the site.

TECHNICAL SEO AUDIT

• Google search consol• Structured Data Errors• International Targeting• Mobile Usability Issues• Index Status• Content Keywords• Crawl Errors• Crawl Stats• Sitemaps

• Meta Issues & H1s• HTTPS / HTTP Duplication• Response Codes• Image ALTs• Content Duplication• Canonical Tags

TECHNICAL SEO AUDIT

• On-site checks• Robots.txt• Page Source• Internal Linking• URL Structure• Breadcrumb Navigation• Check Site Is Indexed

TECHNICAL SEO AUDIT

• Ranks For Own Name• Index Status• Duplicate Pages• Identifying Site Speed• Identify Slow Elements

TECHNICAL SEO AUDIT

BACK LINK AUDIT

• Owing to Google’s various Google Penguin algorithm updates, it’s never been more important to have a natural link profile.

• Identifying poor quality links as part of link detoxification is important here, so look for the process and tools that the agency uses.

BACK LINK AUDITWhat Makes a Back link High Quality?

BACK LINK AUDIT

• It should be relevant to the page it points to. For example, if your business offers financial services, relevant links will come from other finance-related sites, blogs, organizations, etc. On the other hand, links from home décor sites would be irrelevant. It should be acquired naturally. In other words, it shouldn’t be a link that you paid for or gained in any other way that benefitted the linking website.

BACK LINK AUDIT

• It should offer value to the user. Anyone who finds your site through organic search should be satisfied with the information they find.

• Here’s one example of a link that clearly offers value to the user. It points to research that’s clearly relevant to this particular section of the post.

TOTAL BACK LINKS REPORTS

BACK LINKS REPORTS

CONTENT QUALITY REVIEW

• ON PAGE AND OFF PAGE• This stage also involves two partsON PAGE• A review of the effectiveness of all on-site

content, including products pages, blog/articles, content marketing assets like info graphics, landing pages, support and on-site search

ON PAGE

OFF PAGE

SOCIAL MEDIA REVIEW

SOCIAL MEDIA REVIEW

• This will involve an audit of how social media is currently being used and should show any gaps or opportunities that are not being utilized.

• With many social media channels being key platforms in which to distribute and share content (both paid for and organically), an SEO agency should be able to advise on where a client should be investing in the social space.

STRATEGY AND DIRECTION

• Following the keyword identification, competitor benchmarking and review of existing technical SEO and content, the agency will be in a position to provide a detailed recommendation of the SEO strategy and direction the client should follow.

• The strategy and direction the agency proposes should align with the client’s high-level goals and objectives as well as the business philosophy (e.g. rank well at all costs vs. white hat approach to SEO).

STRATEGY AND DIRECTION

Knowing why you’re doing

what you’re doing (your mission)

where you’re trying to go (your vision)

how you’re going to go about it (your values) are the glue that holds an organization together.

It is an essential part to building your strategic foundation and developing a strategy.

Planning, reporting and forecasting

• Once the strategy and direction have been agreed, the SEO agency should provide a view on how they will forecast performance based on the plans they will put in place and how they will report on performance on a weekly and monthly basis.

There should be an overview of:• Alignment to business goal and objectives• Main SEO KPIs and metrics• Analytics tools and processes