A Step-by-Step Plan To Grow Your Business
Over The Next 6 Months
30th May 2019
Hi Tom and Carolyne,
Thanks for taking the time to read this proposal.
If we have already been introduced, my name is Alexander, and I'm an SEO consultant at ASL Marketing.
This proposal document was designed to...
1. Explain our main objective from working together over the next 6 months
2. Give you insight into the work being carried out and the thought process behind it all
3. Show you an accurate timeline of the work we will implement
4. Inform you of the investment required to begin this project
Let's get started...
Our primary focus for this project is to increase the number of sales from your website. To do this, the project will be split into 3 categories.
This involves letting search engines know exactly what your website is about.
8% of project
The most important part of the process and vital for ranking higher in search engines. This involves building links to your website.
75% of project
If you successfully have on-site optimisation and backlinks, you will have visitors on your website. Conversion is about making it easy for those visitors to become leads e.g. calls or online appointments.
17% of project
We have this method down to a science. You may have also noticed that 83% of our strategy involves search engine optimisation, or 'SEO' as we will refer to it throughout this proposal.
What is Search Engine Optimisation?
SEO is the practice of improving and promoting a website to increase the number of visitors the site receives from search engines.
To do this, you must first learn the "algorithm" of search engines. Search engines create algorithms to determine which factors influence your position or ranking.
We primarily focus on the most popular search engine, Google. With almost 90% market share in the UK (source: BBC) it is most peoples go-to website for finding businesses. Bing and Yahoo are not left out though.
The Top 5 Local Ranking Factors
To "rank a website" it's as simple as understanding the algorithm, then providing it what it wants.
In total there are over 200 signals the algorithm looks for, split across 8 categories.
The chart on the left shows how these 8 types of signals are divided by importance.
The categories of the top 5 ranking factors (on the left) account for over 50% of the local ranking algorithm.
Google Search Engine Results Page (SERP)
Organic results is the position your website will appear in with SEO. Google My Business listings are part of local SEO, also included in this proposal. Pay per click (PPC) adverts are where you pay Google directly every time someone clicks through to your website.
Click-through rate is the number of people that click through to your website out of the total amount of searches. Using the averages, we can guesstimate that 36.4% of people that search this keyword, click through to redcowmedia.co.uk
Before we can begin any of the 3 project categories explained above, we need to determine the keywords that will generate the highest ROI when ranked top. A keyword refers to the phrases that your potential clients are likely to search for.
Below you will see some keywords we have selected out for you. This can be changed and/or expanded before the campaign begins.
criminal lawyer Vancouver
criminal lawyers Vancouver
vancouver criminal lawyer
criminal law firms vancouver
criminal lawyer in Vancouver
criminal lawyer vancouver bc
vancouver criminal law
criminal law vancouver
dui lawyer vancouver
criminal defence lawyer vancouver
best criminal lawyer vancouver
Applying Keywords to Your Website
Now that you have chosen the best keywords to target, you need "onsite optimisation". This involves tweaking your website to be more related to your chosen keywords and making it easier for search engine bots to get what they need.
The first thing we will do is create a plan for which keywords will be targeted with which page of your website. After this plan has been created, we will set the title of each page to include the chosen keyword. This requires creating a new page for different keywords, if one does not already exist.
Here is an example of how the title appears within Google:
You may also notice the page name/directory includes the area we are targeting. It is important to include at least part of the keyword in the page name.
The other vital part of the content optimisation is the description. The description tells potential clients and search engines what the page is about. It should be written in a compelling way to encourage people to visit your website. Take a look at the example below:
Other tweaks in the content will include setting text descriptions of images (search engines cannot understand images), including the keywords in headlines, and organising code.
How a Website Appears to You
How a Website Appears to a Search Engine
Building links to your website
Before the onsite optimisation and silo structures we just covered can be truly effective, your website requires backlinks. Backlinks are simply links to your website from other websites. This is an example link to Google UK.
We define a good link by 3 main components...
The (anchor) text of your backlinks influences what keywords you rank for.
We follow a tested and proven formula for choosing anchor texts.
The more relevant the webpage, the better the link.
When choosing or creating pages to link to your website, this should be kept in mind.
Contextual, footer and sidebar are the 3 types of links.
We primarily focus on contextual, which is links from within articles and content. But it is important to have a variety.
The text of the link is named the anchor text. If this were my link for example (visit Google.com) - the anchor text is "visit Google.com".
We have a tested anchor text usage formula for best performance in rankings and to avoid penalties (that can be received from using the same anchor text too much.)
Take a look at the formula below and the types of anchor texts:
URL: This is just the website address as the anchor text e.g. [yourwebsite.com]
Exact: The keyword you are targeting e.g. main keyword]
Branded Keyword: Your brand name and keyword mixed e.g. YourWebsite Keyword]
Phrase: This is the keyword mixed into a longer phrase e.g. best Keyword in area]
Brand: The brand / business name on its own is a natural anchor text to use
Related: Industry related keywords e.g. [keyword1, keyword 2, keyword3]
Generic: Click here, go to website, etc.
Topic of Webpage
For a backlink to be most effective, it should be on a page or within an article that is relevant to your website.There are two ways to do this...
1. Create a website directly related to your business
2. Write an article for another website that is related to your website and theirs
The first method is the more simple to understand. If a dentist comes to us for SEO, we build blogs about dentistry and link to your website from it within an article.
For the second method, we already own and will create more websites related to general topics. Next we will create a table like the one below.
This gives you links from blogs within highly relevant articles to your business and allows us to use our anchor text formula (mentioned above) to have the best possible impact on your search engine rankings.
The other important part of this is that they are from "authority websites", explained below...
Types of Links
Contextual: A link such as this (go to google.com) within an article or content.
Sidebar: A link on the side of a webpage outside of the content area.
Footer: A link at the bottom of a webpage.
Gaining Links from Trusted Authority Websites
While following the link building guide we just covered, there is another important factor that comes first...
The links need to be from authority websites. We use the word authority because websites that have authority are regarded as trustworthy and valuable link sources to search engines.
"A vote from the Queen is much more valuable than 100 votes from unemployed people"
Google track authority through their algorithm called PageRank. Using the scale on the right, you will be able to get an idea of what PageRank well-known brands have.
In theory, the higher the PageRank of a website linking to you, the better. But there are many more factors that come into play in the real world.
Unfortunately we cannot call up Currys, John Lewis, or The Telegraph and ask them to link to your website. So we buy and build websites that have these PageRank levels.
Every month we invest in thousands of pounds worth of domains and hosting to maintain and grow a large network of websites with high authority. Most domains we purchase are in the range of PageRank 3-5, but we also have PR (PageRank) 6-8's and 0-2's in our mix to keep it natural.
These websites are built around several different topics and often built specifically for each client we take on. Next it is a matter of writing unique articles for different blogs in our network, spread out over time for a natural effect.
Converting Your New Visitors Into Enquiries
If less than 10% of people that visit your website from search engines are contacting you, you are losing a lot of customers.
Do you know your conversion rate? This is the percentage of visitors that contacting you after visiting your website.
The process of tweaking this is called Conversion Rate Optimisation.
Without doing this, spending money on SEO is a waste of your money. You'll get an increase of visitors, but most of them will end up going to your competitors that have better converting websites.
Here are a few ways we'll tweak your website to improve your conversion rate
Make Your Content "Customer Focused"
Content is what really matters on a website. Great design and images are powerful. But if your content is bad, it'll all fall apart.
All of our content is measured against 3 platitudes to judge the effectiveness, and how customer focused it is, these are:
Platitude #1: What is in it for me
Platitude #2: Well, I would hope so
Platitude #3: Who else can say that?
Make it simple to navigate and use
If it takes a visitor more than 3 seconds to find your phone number, it's not in the right place. If they struggle to find what they are looking for, struggle to navigate, or have any difficulties using your website - it is setup wrong.
You need to know who your audience is, so you can make your website easy for them to use. If you primarily target an older audience as an example, they won't be as technical as younger people. In which case, you create your website very easy to use for this audience.
We studied and tested repeatedly to see exactly how to structure a website to make it easy for different demographics to use.
Encourage and make it easy for people to contact you
Most business websites have one focus, to get more enquiries. More phone calls, or online contact messages.
If this is the case, then it doesn't make sense to not have a contact form on your website. Or to bury your phone number in the middle of your content.
Have a short call back form on your homepage (the most visited page on most websites), and have your phone number / contact button at the top right of every page.
How You Are Losing 80% Of Your Potential Customers & How To Bring Them Back
Even if your website is setup with the right conversion elements in place, the best you're likely to get is 20% of visitors instantly contacting you.
That means 80% of the visitors you are spending money on advertising to send to your website, are not contacting you.
Here is how you can turn that around and convert "research now, buy later" prospects into your customers.
Method #1: Retargeting
Have you ever looked at a product on Amazon, then repeatedly seen this product advertised everywhere afterwards? This is retargeting
.After visiting your website, people will be browsing other websites, and seeing your adverts. It's a great way of bringing prospects back and establishing strong brand presence.
Method #2: Lead Magnet Creation
Another way of turning this 80% into enquiries is through building an email list.
A lead magnet is something you give away for free, in exchange for their details. This can be as simple as a free report / white paper.
You then create a page on your website to promote this, offer it at the bottom of your other webpages, and advertise it through other mediums.
Method #2.1 Sequence of Autoresponders
The problem with lots of people downloading the free report you offer, is that you then have to follow up with them. This can take a lot of time when a lot of people are downloading that.
It's not easy to think of a new email to send all the time. Never mind trying to send it to hundreds of people.
Instead, you can use an autoresponder to fully automate this. You can pre-create the emails in a sequence, then have them automatically email out X days after someone subscribes.
Now you are building a relationship with these people. Building trust with them. And leading them closer to buying from you. All automatically.
Based on a 6 month agreement of services.
What You'll Get
Frequently Asked Questions
Are my results guaranteed?
We are not in control of future changes by search engines, and possibly even your website. For this reason, even though we are 100% confident in the results we can get you, our legal advisors wouldn't let us make any guarantees.
Why is it a 6 month agreement?
6 months is sufficient time to show you great results. It also gives both of our businesses a trial to evaluate whether we are a good fit to continue working together.
What will happen after 6 months?
We will evaluate the project to decide whether we are a good fit to continue working together. If we are a good fit, the campaign will revert to a month-to-month agreement.
I have questions about your service...
No problem. Email Alex directly on firstname.lastname@example.org.
Who is Alexander Laskavnev?
Alexander and his team are an internationally recognized team of specialists in ranking websites within the Google search engine. Our head office is based on Belarus - however our team are often found at international locations, providing coaching to business owners all over the world.
How Do I Get Started?
Along with this proposal, we are also going to send you a contract to fulfil this campaign for you.
You can sign the contract online, no need to print or fax, and once that is done, we will have your first invoice sent to you, and begin working on your campaign.
Thank you for your time.
Alexander Laskavnev and the ASL Marketing Team