Unlike paid search, organic search lacks the tools to form trustworthy predictions about SEO outcomes. This is why potential clients sometimes get indecisive even when presented with an SEO proposal. In this presentation, Alen Todorov of SEOmonitor shares tips on how SEO agencies can write better proposals that prove value and eliminate client concerns. We’ll cover: – How the typical pitching process works and what usually goes wrong. – Tips to improve your agency’s SEO proposals. – The elements of an SEO proposal that you need to highlight.

1. How to create SEO proposals that prove
your value & eliminate client concerns
How to avoid Silent NOs
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2. We help SEO agencies acquire, manage and
retain more customers.
Hi there. I’m Alen.
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3. What do you struggle with, the most?
Acquiring, managing or retaining
customers.
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4. What goes into a
SEO proposal?
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5. Show a deep
understanding of the
industry.
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6. #SEJThinktank
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Keyword research
● Selection and grouping (eg. ranks,
topics, localized, seasonal)
● Segmentation based on device
● Include search volume
Top tip! Do not include keywords with very low
search volumes or branded/navigational ones.

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Competitor Overview
● Separating between perceived and
organic competitors
● Choose only business competitors
● Present visibility based on search
volumes and rankings

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Business Category Overview
● Select keywords the best describe the
category
● Highlight how each category has its
own competitors

9. True Organic Traffic
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10. #SEJThinktank
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11. A Realistic SEO Forecast That
Can Be Understood & Verified
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12. Estimate Impact in Terms of Clicks and
Conversions Instead of Rankings
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● Choose a target rank for each group of keywords
● Multiply the CTRs with search volume and year
over change
● Connect past conversion rates and goals with the
new additional traffic
Top tip! Highlight how their traffic would look like
with & without the SEO campaign.

13. Compare the SEO Budget to the
Equivalent in PPC
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● Based on estimated cost per click for each
keyword
● Bring an outside perspective of the value of
reaching better rankings

14. Reporting
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15. Investment
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16. An SEO proposal,
proposal
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17. EXAMPLE

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26. +
$7500
MONTHLY
25%
SUCCESS FEE
1
2
3
4
5
- Deliverables
EXAMPLE

27. EXAMPLE

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33. EXAMPLE

34. What do you think about automating client
reporting? Fully automated! / Manual is
better / Partially automated
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