The document outlines a comprehensive SEO proposal aimed at enhancing online conversions for local businesses across various sectors. It details the processes involved in initial audits, keyword identification, competitor benchmarking, technical audits, backlink assessments, content reviews, and social media evaluations. The proposal culminates in a strategic direction aligned with client goals, along with methods for performance forecasting and reporting.

1. PEPIRAS SEO PROPOSAL FOR WEBSITE

2. Using SEO to drive online conversions
for 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

3. 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.

4. INITIAL AUDIT AND REVIEW

5. 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.

6. KEYWORD IDENTIFICATION AND
PRIORITIZATION

7. KEYWORD IDENTIFICATION AND
PRIORITIZATION

8. 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.

9. COMPETITOR BENCHMARKING

10. COMPETITOR BENCHMARKING

11. 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.

12. TECHNICAL SEO AUDIT
• Google search consol
• Structured Data Errors
• International Targeting
• Mobile Usability Issues
• Index Status
• Content Keywords
• Crawl Errors
• Crawl Stats
• Sitemaps

13. • Meta Issues & H1s
• HTTPS / HTTP Duplication
• Response Codes
• Image ALTs
• Content Duplication
• Canonical Tags
TECHNICAL SEO AUDIT

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

15. • Ranks For Own Name
• Index Status
• Duplicate Pages
• Identifying Site Speed
• Identify Slow Elements
TECHNICAL SEO AUDIT

16. 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.

17. BACK LINK AUDIT
What Makes a Back link High Quality?

18. 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.

19. 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.

20. TOTAL BACK LINKS REPORTS

21. BACK LINKS REPORTS

22. CONTENT QUALITY REVIEW
• ON PAGE AND OFF PAGE
• This stage also involves two parts
ON 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

23. ON PAGE

24. OFF PAGE

25. SOCIAL MEDIA REVIEW

26. 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.

27. 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).

28. 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.

29. 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