Creating an SEO proposal and then sharing it with prospective clients is one of the most important parts of running a business. If you don’t know what to include in your SEO proposal, and if you don’t have the experience to determine what to include, then you could be missing the opportunity to create business value for your clients.
SEO is a digital marketing strategy for getting your website or blog ranked at the top of the search engines. SEO is a relatively simple concept, but the actual implementation is complex. Getting started on SEO can be overwhelming for a beginner, so we’ve put together this guide on how to show the business value of your SEO proposal.
In this post I’ll show you how to show the business value of your SEO proposal. Not everyone knows this, but there is a simple 3-step process you can use to quickly and clearly communicate the value of your work to your client.
Brief overview in 30 seconds:
- Not just for your firm, but also for your client’s company, your SEO proposal is crucial.
- Forecasting should be a key component of any client acquisition strategy, but how do you get started?
- SEOmonitor breaks out your whole thinking process and action strategy.
- Here’s how to make sure your customers have realistic, doable, and mutually agreed-upon goals and budgets.
Clients often want a projection to evaluate their return on investment with this kind of marketing. Agencies are stuck between the need to provide a credible business case and the need to convey that these are merely possibilities, not guarantees. Consider it this way: if you don’t know where you’re going, you won’t know where you’re going when you get there. But it all comes down to how you establish expectations from the beginning. This is where your SEO proposal comes into play in terms of client acquisition and satisfaction.
Consider this scenario: a Client Service Director debates the merits of delivering a business case to a fresh lead in order to close the deal.
The agency’s CEO, on the other hand, wants to make sure the first internal assessment is accurate. After all, it’s only natural to calibrate your model before presenting the chance.
You can accomplish both and show the commercial benefit of your SEO services if you have the appropriate forecasting technique in place.
The main issue is figuring out how to go about it.
Content produced in collaboration with SEOmonitor.
What does SEO success entail for your client’s company?
To invest in SEO, a customer must first comprehend how that approach converts into sessions, conversions, and, eventually, money. As a result, as an agency, you must link business KPIs to non-brand organic traffic and keyword rankings — data that you directly influence.
Many factors affect keywords, which you must consider while developing a reliable technique for creating realistic SEO situations.
Even before that, how you do keyword research has an impact on those scenarios:
- What is the current state of the client’s industry?
- What is the current state of their business? Are they still growing or have they reached a halt?
- What is their organic real-estate market share (visibility in comparison to their competitors)?
Recognizing the potential for growth
Gap analysis of rivals’ keywords
It’s basic logic, but telling clients who their actual online rivals are in terms of inquiries and search intent may often slip between the cracks.
When a perfume store, for example, decides to provide online services, it will be up against large merchants like Amazon, rather than competing perfume businesses.
Exploring the client’s domain with the competition landscape will provide you with a list of overlapping and non-overlapping keywords, as well as their essential characteristics (search volumes, seasonality, etc.). This is a good method to figure out which keywords to include in your SEO proposal and subsequent plan so you don’t get distracted by false keywords.
Continuing with our perfume store example, you’ll be able to provide a convincing, data-based case for why it’s essential to enhance non-overlapping keywords, even if the client wants to concentrate on a particular set of keywords.
Let’s suppose you discovered that a rival to our perfume store has specific pages for aroma-based fragrances, complete with listings for “vetiver” and “white musk.” It will not be necessary to change the client’s product line in order to replicate this, but it will be necessary to add new value keywords to the mix.
The market share of the customer
The Visibility measure may also be used as a market share indicator to assess the client’s current business situation. It gives you the growth potential relative to the client’s rivals and overall shares since it is calculated as an impression share and weighted against search volumes.
You’ll know where to concentrate your attention since it’s presented as a percentage.
Improved ranks for high-volume keywords in the top-three group, for example, will be a game-changer in a competitive market where the primary rival has a Visibility of 70%. You’ll also know which keywords to use for a successful SEO campaign.
Calculations that are transparent for a reasonable period
Modeling how non-brand organic traffic could appear if a certain performance is reached in a period of six or twelve months can help your agency establish the appropriate expectations after carefully studying and choosing the targeted keywords at hand.
To do so, you must consider all of the factors that influence your keyword list:
- Seasonality in search and the year-over-year trend in keywords
- How inertial traffic is affected by seasonality only appears (as if the website’s rankings are frozen)
- The rate of progress toward the SEO objective over time, expressed as a linear or exponential curve.
- The average CTR curve for the top ten places for each combination of SERP characteristics and device segmentation, displaying the real clicks that make it to your client.
- The effect of long-tail keywords on expected traffic
Instead of rankings, you may estimate sessions and conversions using this approach. For example, the estimation of extra conversions in SEOmonitor’s forecasting module is based on the anticipated additional visitors multiplied by the appropriate conversion rate of each term included in the calculation. You may check each input and output at the keyword level to determine what constitutes a realistic or unrealistic situation.
As a consequence, the abstract concept of forecasting is transformed into a more concrete concept – different extra traffic possibilities that may be translated into potential business outcomes, shifting the discussion to marketing added value.
To build a case for a particular scenario, show how their traffic would change with and without the suggested SEO strategy, while being open about the calculations and assumptions you used.
Allowing the customer to comprehend the entire potential as well as the benefits to their company will help you establish a common ground for success.
Is this the best budget for the client’s company right now?
When your firm creates a business case, it’s also critical to assess the direct link between SEO performance and outcomes, as measured by an objective benchmark that both you and the customer can readily assess.
When you compare the SEO budget and expected outcomes to the equivalent in Google Ads, you’ll have an external comparison that demonstrates the value of SEO. For example, if your realistic scenario’s projected Google Ads Value is $55,000 for 12 months, a $500 to $700 retainer sounds more reasonable than a $1,500 one.
If the projected Google Ads Value is $250,000 or more for the same 12-month period, it’s obvious that we’re talking about international SEO on a highly competitive market with a $5,000 to $7,000 retainer at the very least.
Instead of guesstimates and the agonizing process of creating a budget baseline, you’ll now have a clear picture of where the company stands and how you may help financially. As a result, these calculations may assist you in determining the appropriate pricing for that particular customer profile.
Even if you decide not to include that forecasting scenario in your proposal and instead negotiate KPIs once the SEO technical changes are in place (the third or fourth month of cooperation), you’ll still have a useful internal calibration tool.
The forecasting exercise helps in determining if the new client’s goal is worthwhile, as well as holding your firm responsible for the SEO plan you suggest.
Is the campaign progressing as planned?
An first business case with several scenarios aids the agency in determining the new client’s success. Then, once the SEO strategy is in place, it’s just as essential to keep track on its success. After all, forecasting is just a method of estimating the future and establishing a “north star” for both of you. The remainder is up to how the approach adapts to the changing environment.
Re-forecasting plays an important role in this situation.
After implementing the audit criteria, the agency may opt to disclose KPIs for the first time in the third or fourth month of cooperation. Alternatively, it may be time for a quarterly review, during which the original SEO strategy and future forecasts are examined. It’s critical to modify and adjust in every case.
Perhaps there are fresh keyword lists to include into a traffic scenario or a digital PR opportunity to incorporate into the entire strategy. Perhaps the customer wants to optimize new goods or services that weren’t included in the first plan.
Returning to our perfume shop and its pandemic problems, it’s critical to check in on a frequent basis to see what fresh possibilities are there. They may want to go into the home fragrance business, but they don’t sure how much demand there is in their target market. You may re-pitch an SEO campaign based on search data for “home fragrances” and build a creative digital PR campaign around that hook as their SEO agency.
This stage in the client relationship-building process may help you demonstrate how you’ve provided value to the company and what more you can accomplish.
It’s critical to effectively communicate the value of your planned SEO strategy to prospective customers so they can determine whether –
- The pricing is reasonable.
- The period is appropriate.
- It’s a good investment.
It’s also a good method to keep your agency on the straight and narrow.
As you’ll see, having a reliable forecasting technique may assist with all of the above.
- Establish a consistent definition of success, such as ranks for relevant keywords, visibility versus rivals, and other well-established criteria that lead to increased traffic, conversions, and income.
- Create a budget that is reasonable based on the client’s profile and the Google Ads comparable value.
- Keep track of the SEO goal and re-project when it’s time to change the approach.
The forecasting feature in SEOmonitor helps SEO firms accomplish all of this with accurate data and all of the essential factors, including seasonality, YoY trends, and more.
You also receive a Proposal Builder with the Google Slides connection, which gathers forecast data and converts your business situation into a pitch-ready presentation.
SEOmonitor offers solutions for agencies to recruit, manage, and keep more relevant clients, and the forecasting module is only one of them.
Join us in our mission to make the SEO business more transparent!
SEOs (Search Engine Optimizers) like to brag that we can improve the search results for any given keyword phrase by making it more relevant to the user, and then we can show the business value of our SEO proposals by showing the increase in rank after these changes have been made. The reality, however, is that SEO efforts do not have a one-to-one relationship with a website’s rank in the search results. It is a lot more difficult than just putting a higher level of keywords on every page and hoping to get the highest rank possible. SEOs need to be part of the conversation about what is going on in their clients’ sites, not just waiting for search engines to do the work for them.. Read more about seomonitor proposal builder and let us know what you think.
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