Canaan English Language Center

Partner Proposal

A Step-by-Step Proposal To Grow Your Client Base Over The Next 12 Months


 TO: Mr. Derek Jackson

Canaan English Language Center

 FROM: Eric D. Pangilinan
13th October 2016

Thanks for taking the time to read this proposal.

This proposal document was designed to:

  1. Explain our main objective from working together over the next 12 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 I will implement
  4. Inform you of the investment required to begin this project

Let’s get started…

Your Investment: Complete SEO

Based on a 12-month agreement of services


5 Keywords
  • Website made Local SEO-friendly
  • Conversion Rate Optimisation
  • Links from trusted authority websites
  • Quality Link Building & Management
  • Exclusive area rights for your industry
  • GoogleMyBusiness setup & optimisation
  • Speed up Website
  • And much more!
Get Traffic


15 Keywords
  • Website made Local SEO-friendly
  • Conversion Rate Optimisation
  • Links from trusted authority websites
  • Quality Link Building & Management
  • Exclusive area rights for your industry
  • GoogleMyBusiness setup & optimisation
  • Speed up Website
  • And much more!
Get Traffic


Our primary focus for this project is to increase the number of enquiries from your website. To do this, the project will be split into 3 categories.


OnSite Optimisation

This involves letting search engines know exactly what your website is about.



The most important part of the process and vital for ranking higher in search engines. This involves building links to your website.



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 inquiries e.g. calls or online appointments.

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 I 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

  1. Location of the landing page title
  2. Quality and authority of links to your website
  3. Quality and authority of links to the webpage
  4. Location keywords in anchor text of links
  5. Product/service keywords in anchor text of links

The Algorithm

algorithm-pieTo “rank a website” is 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.

Why SEO?

Search is the still the number #1 most targeted source of traffic. Users love organic results. According to Imforza, “70% of the links search users click on are organic – not paid.”



Yes, email is good, paid search provides guaranteed traffic (but, 70-80% of users ignore the paid ads, focusing on the organic results)

Search Engine Results Pages (SERP)

Organic results is the position your website will appear in with SEO. GoogleMyBusiness 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.


(Please use Google Chrome in Incognito Mode, Cmd+Shift+N to see objective search results. If you’re logged into your Google account, the results you see are most likely based on your location, the device you’re using, your browser, your email calendar, Google+ activity, your browser history, what your email contacts are sharing on Google+, and even the bookmarks in your browser. So let’s say you’re a calligrapher, and you search for calligraphers in your area—you’ll most likely show up in the search results because Google knows who is searching.)


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

Keyword: IELTS Review Center*


*As of October 11, 2016


Step #1: Keyword Research

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 I have selected out for you. This can be changed and/or expanded before the campaign begins.


Monthly Searches

1 IELTS review 1K – 10K
2 IELTS review center  1K – 10K
3 IELTS speaking 1K – 10K
4 IELTS writing 100 – 1K
5 IELTS review center in baguio city Philippines 10 – 100
6 IELTS exam baguio 10 – 100
7 IELTS test dates baguio city  10 – 100
8 IELTS baguio schedule  10 – 100
9 IELTS in baguio city 10 – 100
10 IELTS in baguio 10 – 100
11 review center for IELTS in baguio 10 – 100
12 IELTS review center baguio city 10 – 100
13 IELTS review center baguio  10 – 100
14 IELTS baguio city 10 – 100
15 IELTS review center in baguio city  10 – 100

Step #2: 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.

Making your content more search engine friendly

The first thing I will do is create a plan for which keywords will be targeted with which page of your website. After this plan has been created, I 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 organizing code.

How a Website Appears to You

How a Website Appears to a Search Engine

Step #3: 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. The more links you have, the better. (However, quality is more important than quantity.)

We define a good link by 3 main components…


Anchor Text

The (anchor) text of your backlinks influences what keywords you rank for.

We follow a tested and proven formula for choosing anchor texts.


Topic of Webpage

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.


Type of Link

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.

Anchor Text

The text of the link is named the anchor text. If this were my link for example (visit – the anchor text is “visit”.

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.

  • URL

Exact: The keyword you are targeting e.g. main keyword “IELTS review center

  • Exact

Branded Keyword: Your brand name and keyword mixed e.g. Your Website + Keyword = “Canaan English Language Center – IELTS Review Center

  • Branded

Phrase: This is the keyword mixed into a longer phrase e.g. “IELTS review center in Baguio City Philippines”

  • Phrase

Brand: The brand / business name on its own is a natural anchor text to use, e.g. “Canaan English Language Center

  • Brand

Related: Industry related keywords e.g. [“IELTS Baguio“, “IELTS test in Baguio“, “review center for IELTS in Baguio“]

  • Related

Generic: Click here, go to website, etc.

  • Generic

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 more simple to understand. If a dentist comes to us for SEO, we build blogs about studying the English language 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:

Blog Category

Article Topic

Home Design 7 Tips For Designing Your Own Garden
Finance How To Save Money When Designing Your Garden
Web Design Example Of A Great Design For An Online Garden Centre
Personal Blog Look At My New Plants

Gaining Links from Trusted Authority Websites

pagerank-scaleWhile 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 pesos 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.

Step #4: 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

heatmapIf 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

callbackMost 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.

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 my legal advisor wouldn’t let me make any guarantees.

How long does it take to see results in an SEO campaign?

A well-run SEO campaign should be able to show results within 2-4 months. I am defining results as “new, targeted, organic traffic that produces leads.” Of course, there are campaigns that show results in 1 month and there are others that show results in 6 months. The timing of results depends on how competitive your niche is and how talented your SEO folks are.

Why do Search Engine Rankings Change Frequently?

The Web is a dynamic place and the search engine results pages (SERPs) can change on a frequent basis. This can be frustrating to website owners as one day they may rank number 2 for an important keyword phrase and two days later they may rank number 5.

There are a number of factors that affect the rankings for a given web page and a given keyword on any given day. These can include:

  • The search engines (via their annual algorithm updates) can change how they evaluate websites, web pages, content and links, which can result in the rank of a given page for a given keyword falling or rising without any changes by the website owner.
  • New sites, web pages and content are discovered by the search engines on a daily basis and may jump ahead of existing pages in the rankings.
  • Older sites, web pages and content can be taken offline (removed from the web), or decrease in relevancy due to content that is unchanged or seldom visited over a long period.
  • Older sites and web pages are upgraded or enhanced (SEO) to make their content more attractive to visitors and to the search engines.

While these changes can be disconcerting to a website owner or business, they should be taken in context. By having a broader web presence that is not solely dependent on the rank of a given keyword in the search engines results pages a business lessens its dependency on any single source of web traffic. Diversity is important.

How do you keep up with Google’s algorithm when they’re always making changes?

The truth is that very little about Google’s algorithm has changed for those who are doing SEO the right way. At least since Google came onto the scene, the best way to do SEO has always been to create content of genuine value and then seek links pointing back to it.

Why do I need SEO for my business?

Search engine optimization is an essential component of a business’s marketing and sales strategy. With the rise and rapid growth of the Internet and the demise of many traditional (offline) channels to reach customers and prospects such as the Yellow Pages, having a web presence has become increasingly important if not vital.

Reasons for developing and implementing a clear SEO and web presence strategy include:

  • To optimize your web presence and visibility.
  • To build better branding and positioning for your business, products and services.
  • To increase the online credibility and trust for your business.
  • To identify a business’ most effective keywords.
  • To rank higher in the search engines.
  • To increase traffic from potential customers.
  • To increase the number of repeat visitors and customers.
  • To Grow Your Business – $$$

The goals, project scope and budget for SEO and growing a web presence can vary significantly for different businesses. However, the need and importance for having an optimized web presence will only grow over time. At the end of the day, if your customers and potential customers are not finding you on the Internet they are finding your competitors.

Is SEO a good investment?

When SEO is viewed as a medium to long term investment, it can be the single best use of a company’s marketing budget. Like any investment, if you go about doing SEO in an intelligent way, it is likely to serve you well. On the other hand, if you don’t pay much attention to it, asking an intern to handle it in their spare time or hiring the cheapest SEO company you can find, it can easily fail. If you can find a team to produce top-quality thought leadership content consistently and share it regularly, you have the formula for an investment that will blow away other forms of marketing.

How Do I Get Started?

Along with this proposal, I am 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, I will have your first invoice sent to you, and begin working on your campaign.

Thank you for your time.

Eric D. Pangilinan

Internet Marketing Consultant