How To Create A Winning SEO Proposal With Serpstat: AdverMedia Experience

My introduction to online marketing happened back in 2012 when I worked as an SEO Sales Manager. My job responsibilities were clearly defined: processing customer inquiries, preparing proposals, closing deals, and accompanying clients.

However, soon after, digital marketing captivated me with its novelty and technology; therefore, my work in the industry expanded.

Based on my experience, I'm convinced that one of the main points to refer to when communicating with a customer is the analysis of the website's current state and history. After all, a preliminary examination can give you a clear insight into the problems and prospects of a client's website.

Our company discovered Serpstat 4 years ago. Initially, we planned to use the service to optimize the work of our SEO specialists. But soon after, our sales managers also noticed significant advantages, which helped them improve their performance. After all, any competent sales manager always strives to pitch a service based on data and facts.

Now, let's go over four main stages of our company's SEO proposal process:

All the reports mentioned in the article can be found in the Serpstat Domain Analysis tool.

The purpose of the second stage is to assess the state of the client's business and tailor the proposal to their specific needs. That's where Serpstat also comes in handy, as it forms a series of leading questions:

It's about time to prepare a winning SEO service proposal. The central focus should be on a personalized strategy: work plan, cost, deadlines, and results.

It's crucial to demonstrate the website's current state from a technical and analytical point of view. The service can show:

Besides, there's the keyword position distribution in the top-100 search results:

With the service, you can check each competitor's website from the table and gather the keywords they rank for:

Working with data and numbers is one of the critical skills of a sales manager. At this stage, the client wants to see quantitative data. One of the most useful Serpstat's features is Competitor Analysis. It allows you to assess the website's SEO performance compared to its competitive landscape.

Client concerns or objections are the client's questions and doubts at the stage of negotiation. One of the most common customer objections is the fear that as soon as they stop their online promotion, all of their search result rankings will immediately drop.

That's why at the beginning of the optimization many clients can't quickly decide on the number of keywords they want to rank for at the top of search results. It is worth noting that the larger the keyword list is, the more likely it is to increase the website's visibility in the search results for low-volume queries.

On the Keywords Trend from the Domain Analysis → Overview report, we can see fluctuations in the dynamics of keywords in search results. However, despite some downward spikes, the general indicators tend to rise.

When the client has come to terms with objections and concerns, it is worth focusing on the main triggers:

1.1. Export the list of keywords the competitor ranks for and sum up the search volume of keywords that rank in the top 100 search results.

As a result, they will see the total demand that currently generates sales to the most prominent market players. For instance, let's take a gym apparel website. Here's the data on it:

And the data on one of the direct competitors:

We usually export the list of all competitors' keywords, analyze different keyword metrics (e.g., monthly search volume) and find growth prospects for the client's website. By summing up the search volume, we can asses the total demand for the goods/services.

1.2. Export keywords of the client's website and determine those for which it doesn't rank on the first page (top 10 positions) of Google search results.

We exported the keyword the client ranks for outside the first page of Google's search results (top 10 positions) and summarized their search volume. It gave us an idea of the potential traffic the client can drive if they create high-quality content and rank at the top for those keywords.

We strongly believe that using the basic features of Serpstat can significantly help the company optimize the work of SEO and PPC specialists, digital marketers, and managers. And sales managers will be able to close many successful deals with ease and even more enthusiasm at all stages:

1. Initial contact
2. Identifying customer needs
3. SEO service proposal
4. Dealing with client concerns and success factors