This document provides an SEO report and proposal for ServiceMaster Corporation. It analyzes the client's current website rankings, keywords, backlinks, and opportunities for improvement. The report finds the client's SEO grade is currently poor. It then proposes SEO services to implement like link building, on-page optimization, and keyword research to improve the client's organic search visibility and rankings over time. The proposal includes a breakdown of tasks and monthly costs to perform the recommended SEO work.

1. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 1
July, 2011 Kevin D. James, MBA
Certified Google AdWords Individual
Yahoo Search Ambassador
Member, SEMPO
Contact: kevinjames@kjproweb.com
Telephone: (310) 425-6742
CLIENT NAME: ServiceMaster Clean, Corporation
ANALYSIS PERIOD: 19 June 2011 through 20 July 2011
SEARCH ENGINES: Google, Yahoo, MSN Bing, and AOL
WEBSITE URL: www.servicemaster.com // www.servicemasterclean.com // www.servicemastermnz.com //
www.servicemastercleanmnz.com // http://smbuildingsvcs.com
OBJECTIVE
Increase organic search engine visibility and rank prominence with the goal of attracting prospective residential and business
customers. The ultimate aim of an SEO strategy is to attract massive amounts of “targeted traffic” and convert site visitors into actual
customers or capture site visitor data for marketing purposes.

2. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 2
RESOURCE DATA & TOOLS
In conducting and compiling this SEO report several tools were used: Google Analytics, BING Webmaster Tools, SEOQuake.com,
Alexa.com, SEOmoz.org, SEMRush, Yahoo Web Analytics, SEO Book, WebsiteGrader, WebPosition Reporter, Mo Group (a multi-
lingual website promotion resource), SpyFu.com, iWebtool and the Microsoft SEO Tool-kit.
CURRENT STATUS
Overall SEO grade: Poor
Using several professional SEO tools, our team conducted a detailed analysis of the URLs referenced above. We evaluated sixteen
(16) On-Page and Off-Page components of the website, competitive intelligence data, analytics, pay-per-click (PPC) campaigns,
geographic and local search engine ranking data.
 We analyzed five (5) company owned URL domains, each of which are identified on page one of this proposal.
 Search engines analytics and ranking reports were acquired using multiple tools as described on page one of this proposal.
 Our report identifies the pages of your website currently indexed in the major search engines Google, MSN Bing and Yahoo.
 The report highlights your site rank in contrast to the top five most visible competitors in your industry.
 Analysis of your web server log files to determine where past and current traffic is coming from.
KJ Proweb employs white hat SEO strategies that will significantly boost organic local search traffic and overall ranking in
the search engines. By implementing the changes proposed by KJ Proweb your organization will see a significant boost in site
visitors and conversions.

3. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 3
Website: www.servicemaster.com
Positioning Results: Poor (can be fixed with moderate effort)
Current Ranking Position
(Google, MSN Bing, Yahoo) Keywords & Phrases
Search Engines
(Google, MSN Bing, Yahoo, Alexa)
www.servicemaster.com --- currently
ranks 3,293,145 among 3,685,719 websites in
the same keyword search categories.
A website grade of 11/100 means that of the
millions of websites evaluated, our algorithm
has calculated that this site scores higher than
11% of competitors in terms of its’ marketing
effectiveness. The algorithm uses a proprietary
blend of over 50 different variables.
Service Master, service clean, master cleaning service,
fire and water restoration, carpet upholstery cleaners.
Global monthly searches:
246,000
Local monthly searches: 135,000

4. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 4
Keyword market intelligence and keyword popularity analysis recommends integration of the following: Carpet cleaning, “carpet cleaning”,
Carpet cleaners, Water damage restoration, Water damage, “water damage”, Rug cleaning, Water restoration, water damage clean up, fire damage
restoration.
Link Popularity Analysis Competitive Site Analysis Overall SEO Assessment
3 Inbound Links
Recommendations:
1. Build a “101 List” for Digg, StumbleUpon
and Reddit.
2. Establish social media pages on Linkedin
and FaceBook.
3. Tag related sites using social bookmarking
Tools such as www.delicious.com and
www.digg.com
4. Launch a paid advertising campaign as a
dynamic link building strategy. (Free AdWords
coupons are available)
5. Establish a strong Google local search
present and Google+ page.
6. Post Twitter feeds with hyperlinks to a
capture page, a free quote, job openings or
special offers.
Primary Industry Competitors
The Brickman Group, Ecolab Inc., Orkin, LLC.
www.servpro.com
http://www.floodsupport.com
www.cahillscarpetcleaning.com
http://www.pdrestoration.com
www.a1qualityrestoration.com
www.totalrestorationcontracting.com
www.rammaintenancepa.com
http://www.waterremovallocal.com
Grade: Poor
www.servicemaster.com
No analytics code installed: very easy
to fix
Duplicate content found; easy to fix
Bounce Rate: 28%
Time On Page: N/A
New Site Visitors: N/A
Poor site construction.
Not cross-browser compliant.
No lead capture page.

5. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 5
www.servicemastermnz.com --- a second URL belonging to client was redesigned by Pro Web Solutions Inc. in June of 2011. This site is cross-
browser, mobile and SEO compliant. It was submitted to search engines for indexing less than two (2) ago. Accurate rank data is not yet available.
Keyword Density Analysis Site Description, Mega-tags, Anchor Tags Organic Search Optimization
Grade: Poor (very easy to fix)
5.3 / 3.97
www.servicemaster.com
Total Words: 23
2 Word Phrases: 11
3 Word Phrases: 6
www.servicemaster.com --- has recently been
submitted to search engines and is SEO
compliant.
Grade: Poor (moderately easy to fix)
www.servicemaster.com
No anchor tags found
No site map found
www.servicemaster.com --- has recently been
submitted to search engines and is SEO compliant.
Grade: Poor
www.servicemaster.com
No analytics code installed: very easy
to fix
Duplicate content found; easy to fix
Bounce Rate: 28%
Time On Page: N/A
New Site Visitors: N/A
Poor site construction.
Not cross-browser compliant.
No lead capture page.

6. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 6
Total Site Visits Metrics Traffic Sources Page Visits to Bounce Rate
Paid Sources:
Organic Search Results:
% of New Visits:
Average Time On Site:
Google: %
MSN Bing: %
Yahoo: %
Direct Source: _____%
Backlinks: ____ (total number)
Number of Page Visits:
Unique Page Title Visits:
Time On Page Average:
Bounce Rate:
% to Exit: ____
Trends:
Number of Site Visits:
Page Views:
Average Time on Site:
Bounce Rate:
% of New Visits:
Conversion Rate:
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________

7. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 7
No.# of Visits Revenue No.# Transactions Avg. Value Conversion Rate Per Visit Value
Pay-Per-Click Internal/External Links Meta-tags Custom 404 Page Blogs Press Releases Social Media
None with
Google; we will
include a PPC
campaign
inclusive with this
proposal.
Poor: 3 inbound
links; moderately
difficult to fix
Poor: Fix the
code.
Failure: None None on old site.
Excellent blog
capabilities on
new website.
None None
OVERVIEW OF PROPOSED SERVICES
1) Benchmark current status on the search engines
2) Competitive analysis for the main keywords
3) Keyword research and keyword density analysis
4) Backlinks and Anchor Text Analysis
5) Link Development Campaign
6) Search Term and Phrase Combination w/Integration
7) Manual submission of website to major search engines
6) Monitoring and maintaining search engine placement
7) Launch Google local search marketing campaign coupled with PPC.
8) Recommendations for ongoing content creation and updates
Monthly Investment - $2,300.00

8. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 8
BREAKDOWN OF PROPOSED TASKS
The following table is a breakdown of proposed tasks, to be completed in the order shown below:
Task Hours Description
Competitive Intelligence Analysis 4 Analyze your top five (5) competitors to identify what keywords are used to
rank high in the search engines. Work includes competitive link analysis to
identify valuable major sites that link to your competitors.
Keyword Research and Analysis 8 Generate targeted keyword phrases for every page of your website. Include a
report of estimated search volume per keyword phrase.
Keyword Density Analysis 8
Evaluate and analyze keyword density on company URL.
Purpose and Objective: Keyword density is the percentage of times a keyword
or phrases appears on a web page compared to the total number of words on
the page.
In the context of search engine optimization, keyword density is a factor used by
major search engines to determine whether a web page is relevant to a
specified keyword or keyword phrase.
It is important for your main keywords to have the correct keyword density to
rank well in Search Engines.

9. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 9
Backlink Anchor Text Analysis 4
Backlinks are external links that are directed towards your website. Also known
as “Inbound links” (IBL's). The number of backlinks pointing back to your site
is an indication of the popularity or importance of your website. Search engines
look for and give credit to websites that have a high number of quality
backlinks. Blogs, press releases, articles and forums are excellent link sources.
Initial Analysis to Create a Link
Development Campaign
3 Create a strategy to develop inbound links to www.servicemastermnz.com
Search Term and Phrase Combinations 4 Identification and assessment of search terms and phrases used to identify
services offer by your company. We generate up to 150 possible combinations
of search phrases relevant to services offered by your company. These
keywords and phrases offer new ways to promote your website online
Site Wide On-page Optimization of each
Page
16 Recommend modifications to all main pages of website, to ensure that
keywords are used properly in the content.
Manual Submission of Site to Major
Search Engines
24 Manual submission to all major search engines. Including recommendations
and instructions for paid submission to specific sites.
Monitor and Maintain SEO Campaign ongoing Utilize tracking software on your website to analyze traffic over a period of
time. Includes continuous tracking and recommended modifications in web
pages.

10. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 10
SEO REPORTS & DELIVERABLES
VALIDATION REPORT
By having a valid web site in terms being compliant to web standards, you can rest assured that your site will be more accessible, will
look very similar across different browsers and operating systems, and ultimately be easier for web spiders to crawl.
Link Validation
A full report of which dead links were found and where to find them is included.
Custom 404 Page
Custom 404 Pages are a must to maintain visitors on your site. We provide a method to create a custom 404 page if the customer does
not have it in place.
No-follow Candidates
In order to have granular control on what gets indexed and what does not, it is usually recommended to use the no-follow attribute.
We explain the procedure used to specify the web crawlers how to index or skip indexing on desired pages.
CSS Validation
We identify potential CSS problems. Invalid CSS may break the design of a web site. A detailed table is provided, it displays the
errors, the file where it can be found as well as the line on the code.

11. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 11
HTML Validation
Certain types of validation violations can affect a web site’s SEO rankings. We carefully examine your site and determine any HTML
validation error it may have. A detailed table with the errors, as well as a description of the errors and where in the code is located.
PAGE ANALYSIS
Meta Description Tag Analysis
Undefined Description tags will not lure customers into the website. We identify these issues and recommend on best practices to
follow.
Page Title Tag Analysis
The naming of documents from a website using the title tag is one of the most important aspects for ranking higher than others in the
results. We identify the correct use and make suggestions that will benefit visibility.
<H1> Tags
H1 tags should contain content that concisely summarizes the requested document and should also contain relevant keywords. We
look for <H1> tags on your code and make suggestions of the content that should be used. We also report if we cannot find any <H1>
tags.
Anchor Text
Descriptive text needs to be used when linking within the pages of a web site. A small report shows all of text used in anchors in all
elements, as well as suggested methods to take full advantage of this feature.

12. SEO REPORT & PROPOSAL
www.kjproweb.com
Email: sales@kjproweb.com Telephone: (310) 425-6742
SEO Report & Proposal – Prepared Especially for ServiceMaster Corporation --- CONFIDENTIAL DOCUMENT 12
Image Alt Text
Optimizing images for search engine increases your chances of ranking in Google Image Search and generates an alternate source of
traffic to your website. We analyze most of the images in order to determine the proper use of the Alt Text property.
URL Analysis
Web site hierarchy is examined, and if necessary, recommendations are given for best practices. This includes number of
subdirectories as well as complexity of URLs using dynamic parameters.