A Step-by-Step Plan To Grow Your Customer Base Over The Next 6 Months

Hi Jennifer and Bryan,

I’m Erwin and I’m the owner of Roofer Winner. 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 6 months
  2. Give you insight into the work being carried out and the thought process behind it all
  3. The estimated results you can expect and when they’ll happen
  4. Show you an accurate timeline of the work we will implement
  5. Inform you of the investment required for this project

Let’s get started…

Erwin Caniba
23 October 2019

More Visitors and Leads...

Our primary focus for this project is to increase the number of visitors and leads you get from your Website and Google My Business listing. To do this, the project will be split into 3 categories.

Google My Business Listing Optimization

Your Google My Business (GMB) listing is what ranks in Google Maps. Its primary purpose is to generate calls as there are now call buttons on Google’s Mobile Search.

Website Optimization

Your website is what ranks in Google Organic. This is for people who need to research first about your company so content here is crucial.

Links Acquisition

This is what pushes your GMB listing and Website to the top. It involves much of the work because links are the hardest to get. Without these, you will NOT get to the top.

Google blends these 3 to determine where you should rank, i.e. your GMB’s ranking affects your Website’s ranking and vice versa.

We have this method down to a science. You may have also noticed that 100% of our strategy involves search engine optimization, or ‘SEO’ as we will refer to it throughout this proposal.

Why Search Engine Optimization?

SEO is the art and science of improving and promoting a webpage to increase the number of visitors the site receives from search engines, particularly Google. So, why do SEO?

1. User intent

When someone searches in Google, he’s looking for something. He has intent and it is NOW. This is not true in social media where users want to send messages or be entertained. So when someone types in “roofing orlando fl“, you’re 100% sure he’s really looking for roofing services in Orlando FL.

And because of this, he is more likely to contact you.

2. Trust

With high rankings comes a perception of credibility on the part of searchers. It implies industry authority and leadership. This perception translates into more trust and a greater likelihood to convert.

Additionally, people don’t always trust paid ads and often avoid them. They place more trust in organic rankings.

3. Long term

In paid ads, you stop getting leads as soon as you stop paying for the ads. This is not true for SEO. Organic rankings stick for a long time.

4. Puts you ahead

SEO can put you ahead of the competition. If 2 businesses are selling the same thing, the search engine optimized one is more likely to get more customers and make more sales.

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 customers are likely to search for.

I searched for all the keywords I could find for all the different kinds of roofing services in Orlando and your other target areas. Below you’ll see a summary of the most highly searched ones. (Note: This can be changed and/or expanded before the campaign begins. The complete keyword list is here. The source of data is Ahrefs)

Google's Search Engine Results Page (SERPs)

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

Google Maps listings (also called “the 3-pack”) is where your Google My Business listing will appear.

Google Ads (“Pay per click” or “PPC”) is where your ads will appear if you run advertisements on Google’s paid advertising platform.

Note: Here at Roofer Winner, we focus on SEO (your organic and and Maps rankings). We don’t do Google Ads as SEO is cheaper but more profitable.

Moreover, according to AdvancedWebRanking.com, we can expect 22.31%-30.97% of searches when we rank #1 in the Organic listings. (We call this click-through rate or CTR.) So, the #1 organic listing, HomeAdvisor.com, in the image above gets 819-1,137 clicks per month for the “roofing Orlando FL” set of keywords, which is being searched 3670 times per month.

Local Ranking Factors

There are many different types of searches that Google recognizes, and one of these types is a local search. That means that the user isn’t just looking for the best roofing company in the world; they want the best one near them. They don’t have to include the terms “near me;” in most cases, especially when searching from a mobile device. Google will automatically include a selection of the top local results, and these results will link directly to their Google My Business profiles.

According to Google, there are 3 main factors which Google uses to determine which results are included in these local search results:

1. Relevance

Relevance refers to how well the business listing matches what Google thinks the user is looking for. It is the 1st step to overcome for a listing to be included in the returned local results. Relevance includes both geo-relevance and topical-relevance.

2. Distance

Proximity is obviously important in local search results. With the ubiquitous nature of mobile technology and GPS, users don’t even have to add a location in many instances. Google will list local search results in a range that is determined by what the search engine knows about the user’s location and show how far away each business is from them.

3. Prominence

Prominence is a complex factor. Essentially, it refers to how well-established or well-known the company is. A famous 4-star restaurant, a landmark hotel, and a world-renowned art gallery would all be places that rank extremely high in terms of prominence. But smaller local businesses like roofers can benefit from improving their prominence as well.

There are 2 different aspects of prominence that the local search engine algorithm considers when ranking your business in local results: offline, and online. Our previous examples, of course, have exceptional offline prominence. They are household names, famous landmarks, and big players in the area.

Online prominence is determined by the information Google can gather about the company online. This can include links to the company from 3rd party sites, inclusion in relevant directories, and articles about the company. Also, your Organic search engine rankings in relation to key terms are considered, which is why Google My Business best practices go hand-in-hand with solid website SEO.

One more factor in prominence is your business’s review ranking, and the number of reviews it has. A higher score and more reviews, naturally, means that you’re more likely to rise in the local rankings than not.

As with many different aspects of Google’s search engines, it isn’t possible to know precisely how prominence is calculated. However, we at Roofer Winner have studied trends and analyzed their results to develop the best methods for improving your business’s prominence in local search results.

The Lay of the Land

Following is a brief recap of the video that I sent you. Here is the link to the summary spreadsheet.

Generally, when we outdo our competitors in all these metrics, we’ll naturally outrank them too.

GMB Metrics

Competitors are ahead in number of reviews. Most of them have better Organic rankings. Their Knowledge Panels are more detailed especially the address (not shown in table above).

Website Metrics

2 competitors have more content pages. 2 competitors have better schema markups.

(Following not shown in table.)

Website has resources with 4xx status codes, duplicate titles, too long titles, empty meta description, duplicate meta descriptions. Homepage is not well optimized for keyword “roofing orlando fl”.

Link Metrics

Top 2 competitors are ahead in quality of links.

Backlinks-to-referring domains ratio is so over the top – a major sign of link-related penalties in the past. This may have been caused by sitewide links shown in the video (not shown in this table).

The Work Involved

Now here is how we’ll get you to the top.

The GMB Optimizations, Website Optimizations, and Links Acquisition will all be done simultaneously as they overlap many times. We’ll break them down month-by-month below.

Month 1

For Website & Links Acquisition

1. Set Up Keyword Tracking and Campaign Reporting

We track up to 8 main keywords and 22 Longtail and Buyer Intent Variations every month. You’ll get a private view key so you can log in anytime and see the site rankings.

We track the overall progress of our monthly campaign through Google Sheets. We use a dedicated Drive folder to store all of the monthly deliverables and reports and creatives. You will have shared access to all campaign files and reports. And as each month comes to an end we will send you a monthly summary of your campaign at a glance.

2. Site Health Check and Technical Audit

We check for 404 errors, proper robots.txt, and XML sitemaps. We look at any 301, 302, and canonicalization issues. And finally, we do a broken link check.

3. Anchor Text and Semantic Audits

In order to create the best link building strategy, we first need to analyze the existing anchor text of the website. We compare the existing anchor text against the top competitor’s anchor text.

Note: This step is very important in diluting your over-optimized anchor text shown in the video.

Next, we run a Competitor Analysis on your target pages and prepare an action plan on those pages.

4. Competitor Analysis

We look at the top ranking competitor for the keyword to get an insight into what Google Search is preferring to rank for that search term. We look at links, anchor text, semantic phrases, brand mentions and profiles, social media activity, and any paid promotion activities. Once we have a holistic view of what the number 1 competitor is doing we are equipped to begin our own optimization efforts.

5. Site-Level Optimization

This is the technical SEO and best practice site settings. Briefly, these tasks include Robots.txt File Update, Connect Google Search Console, Google Site Verification, Install SEOPress Pro, Create AMP Version, No Index Author Archives, Sub Archives, and Tags, Submit Updated XML Site Map, Fix Broken Links, Shortening URLs of Very Long URLs, Title Tag Fixes, Meta Description Fixes, etc.

6. Page-Level Optimization

We perform advanced on-page optimization based on the action plans developed. Tasks include Optimizing Title Tags, Metas, H1 and H2 Tags, Content, Image Alt Text, Inner Linking Structure and Anchor Text, Outbound Link Structure and Anchor Text, Create and Validate Organizational Schema Script and Implement our TF-IDF Action Plan on the main target pages (8 max).

7. Social Essential Optimization

We optimize the brand’s top 15 social and brand profiles and create any that are missing. Optimization includes ensuring correct business details, adding a website link, keyword optimized descriptions and tags, uploading logos, photos, and videos, and interlinking existing accounts.

8. Write and Syndicate a Premium Press Release

This is a quality news release distributed to over 450 news and media outlets like Google News, CBS, Fox, ABC, CW, NBC affiliated broadcasting websites and more, including Associated Press journalists and thru AP Datafeatures services. Your press releases are distributed to major media outlets including Wall Street Journal, New York Times, Washington Post, USA Today, Los Angeles Times, and Chicago Sun Times. This creates authority brand links and mentions and is a great way to launch any campaign.

9. Niche Link Placements (15)

Each month we will acquire 15 high-quality, niche-relevant backlinks. These links will be on real websites and blogs. Our writing team finds topically relevant blogs and sites and our outreach team goes to work securing you the best links available. (This is the most difficult part of the job.)

10. Index Links

Every link your site earns is hand submitted to Google Submit URL tool. This ensures that Google will crawl and evaluate your new links.

11. Entity Boost

Because of your GMB listing, your brand/entity is assigned a “Machine ID” by Google. We then tie this Machine ID with your website via schema markup. Then, we gather and utilize all the other Machine ID’s that Google associates with your brand and website. Our technology then strengthens the connective tissue between your entity’s Machine IDs and your rankings.

12. Disavow Toxic Links

We will go through your present links and decide which ones are toxic. These are spammy, artificial, or low-quality links pointing to your site which may have caused penalties in the past or will cause penalties in the future.

For GMB Listing & Links Acquisition

  1. Verify Consitency of Name, Address, and Phone Number (Supplied, GMB, & Website)
  2. Website Check (local elements, trust links, structured data)
  3. Perform Melissa Data Check on Address and Note Any Discrepancies
  4. Audit Name for Possible Issues
  5. Audit Address for Possible Issues
  6. Audit Phone Number for Possible Issues
  7. Check for Duplicates and Possum
  8. GMB Category Research
  9. Set Up Local Keyword Tracking Report
  10. Image Optimization and Geo-Tagging
  11. Social Essential Accounts
  12. Social Fortress Accounts
  13. Social Ultimate Accounts
  14. Social Power-Up Links
  15. USA Big 4 Data Aggregators
  16. Write 2500 Words GMB Content

Month 2


For Website & Links Acquisition

  1. New Optimized Pages (20 max) for Cities & Towns within 50-mile radius
  2. Social Fortress Optimization
  3. Social Ultimate Optimization
  4. Social Power-Ups
  5. Niche Link Placements (15)
  6. Index Links
  7. Entity Boost

For GMB Listing & Links Acquisition

  1. Essential Business Citations – High Visibility
  2. Citation Power Up Tiered Links
  3. Client Site On-Page Local Optimization
  4. GMB Listing Optimization
  5. GMB Photos
  6. GMB Services
  7. GMB Posts (8)
  8. GMB Site Optimization

Month 3

For Website & Links Acquisition

  1. New Optimized Pages (20 max) for Cities & Towns within 50-mile radius
  2. Optimized Blog Post (we need your approval before posting)
  3. Deep Link Building
  4. Branded Link Building
  5. Niche Link Placements (15)
  6. Index Links
  7. Entity Boost

For GMB Listing & Links Acquisition 

  1. Premium Local Press Release
  2. Private Network Links to Brand Docs (10)
  3. Secondary Citation Creation (120 Citations)
  4. Premier Brand Authority Links (40 Links)

Month 4

For Website & Links Acquisition

  1. New Optimized Pages (20 max) for Cities & Towns within 50-mile radius
  2. Optimized Blog Post (we need your approval before posting)
  3. Deep Link Building
  4. Write and Syndicate a Premium Press Release
  5. Niche Link Placements (15)
  6. Index Links
  7. Entity Boost

For GMB Listing & Links Acquisition

  1. Complete Geo-Network
  2. Niche Network
  3. YouTube Local Optimization
  4. YouTube Local Video
  5. YouTube Local Post and Shares

Month 5

For Website & Links Acquisition

  1. New Optimized Pages (20 max) for Cities & Towns within 50-mile radius
  2. Google Site Microsite
  3. Branded Link Building
  4. Google Network Link Building
  5. Tier 2 Google Network Links
  6. Niche Link Placements (15)
  7. Index Links
  8. Entity Boost

For GMB Listing & Links Acquisition

  1. Yelp Optimization
  2. Facebook Business page
  3. Twitter
  4. Apple Maps
  5. Alignable
  6. Bing Places
  7. Waze Submission
  8. 411 Business Submission

Month 6

For Website & Links Acquisition

  1. New Optimized Pages (20 max) for Cities & Towns within 50-mile radius
  2. Optimized Blog Post (we need your approval before posting)
  3. Deep Link Building
  4. Page-Level Optimization (of all pages built so far)
  5. Niche Link Placements (15)
  6. Index Links
  7. Entity Boost

For GMB Listing & Links Acquisition

  1. Ultimate Map Stack
  2. Stack Press Release
  3. Google Authority Stack
  4. Google Sites Network
  5. Private Network Links to Brand Docs (10)

Month 7 & Onwards

*This only applies if we continue after Month 6. Depending on the competition at that time, we may choose to continue the work as before or switch to maintenance-level work but with a lower pricing.

For Website & Links Acquisition

  1. Rotate between: New Optimized Pages (20 max) for Cities & Towns; Re-optimization of Existing Pages & Posts (20 max)
  2. Alternate Between: Premium Press Release and Brand Link Building
  3. Optimized Blog Post
  4. Deep Link Building
  5. Niche Link Placements (5, 10,or 15 depending on level of competition at the time)
  6. Index Links
  7. Entity Boost

For GMB Listing & Links Acquisition

  1. Monthly GMB Photos and Posts (10)
  2. Premier Brand Authority Links
  3. Private Network Links to Brand Docs (10)
  4. Rotate Among: YouTube Local Video, Posts & Shares; Niche Network; Premium Local Press Release; Complete Geo-Network; Google Authority Stack & Site; and Basic Branded Guest Post

Estimated Results To Expect

To get the estimated number of visitors, leads, calls, and customers to expect from your website and GMB listing, let’s apply the data from keyword research.

  • There are 5,320 total searches/month.
  • If 15% of that go to our website or GMB listing, that’s 798 visitors/month.
  • If 15% of that inquires or contacts us in any way (through GMB phone number or website contact form, online listings, etc.), that’s 119.7 leads/month.
  • If 20% of that become customers, that’s 18 sales/month.
  • If the Average Lifetime Value of each customer is $5,000, with 18 sales/month, that’s $90,000 total revenue/month.

Good news! SEO is a great investment for your company!

And as you may have noticed, we used conservative numbers in these estimates (especially the Average Lifetime Value)… which means it could still get better.

Plus, these leads are from SEO so they’re more likely to convert to sales than other lead sources.

Time To Results

It’s hard to pinpoint exactly when we’ll outrank our top competitors. But we can use the most important metric of all – links – to get a good estimate. So we’re bringing back that table.

Just to recap what was said in the video, the quality and quantity of the links are CRUCIAL to where we rank.

Of all these numbers, it’s Referring Domains which is easiest to quantify.

The table above shows that you already have 196 referring domains.

We also found out in the audit video that the majority of these are toxic links. Let me show them again…

The 175 websites that are linking to you with the anchor text “ac_unit website” are causing the issue. They cause the over-the-top number of backlinks (20,984) that you have because they are sitewide links.

So we MUST disavow all of them. When we do that, we’ll only be left with 21 referring domains (196 minus 175).

Right now, our top competitors – Universal Roof, RoofClaim.com, and Advantage Roofing – are so far ahead when it comes to Referring Domains: 131, 160, and 59, respectively.

Whereas Power Roofing really only has 21 Referring Domains.

By this, we could estimate that we need at least 139 Referring Domains to beat them all. That’s 160 (RoofClaim.com’s number) minus 21 (Power Roofing’s number).

In the monthly itemization of work above, the MOST powerful links there are the Niche Placement Links. These are the hardest ones to get. We’ll build 15 of these per month. So in 6 months, that would total 90 new Referring Domains. Combined with our present links and all the other links we’ve already built at that point, we should have already beaten Advantage Roofing at that point – that is, if they have not acquired additional powerful links at that point also.

Of course, we have already also built other types of links that time: Press Releases, Brand links, Social media links, Citation links, Directory links, etc. These links do add up to your brand’s power. Although they don’t have much quality as compared to Niche Placement Links, we still do need them for the sake of variety. They do help a bit in improving your listings’ rankings.

So we should have already matched Universal Roof’s and RoofClaim.com’s link profile at that point too.


Earlier, I said that we don’t do Google Ads here at Roofer Winner. That’s because in our experience, Maps rankings and Organic rankings are cheaper and more profitable. (“Google Ads” is Google’s paid advertising platform.) Let’s go back to the keyword research data.

  • There are 5,320 total monthly searches.
  • If 15% of that clicks to the website or GMB, that’s 798 clicks/month.
  • Since the average CPC (cost per click) for these keywords on Google Ads is $14.07, that could easily cost us $11,227.86/month.
  • But since SEO is supposed to be cheaper, I’m only charging even less than 25% of that amount.
  • 25% of that amount is $2,806.97 but I’m charging only $2,397/month + $200 setup fee.

This is what we feel we’re comfortable charging for our service and expertise while still achieving optimal results for you.

Note: There’s a $200 setup fee because there are so many things to accomplish in Month 1. But if you subscribe within the day (Oct 23, 11:59 PM Eastern), I’ll waive the $200 setup fee.

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 (like it’s almost IMPOSSIBLE for you to not be there at the top), our legal advisor wouldn’t let us make any guarantees on things we have no control of.

What will happen after 6 months?

We will evaluate the project to decide whether we will continue the high level of work we’re doing or switch to maintenance-level work. This all depends on the level of competition at that time.

What happens if I cancel my monthly subscription?

Nothing will happen to any existing optimization that was already completed. Your links, social accounts, citations, created content all belong to you after they are paid for. If you cancel, we simply complete any existing tasks that you may have outstanding and close your subscription.

Is there a monthly contract?

There’s no monthly contract. If you cancel, I will never hold you into a contract. Everything we do is month-to-month.

Why should I hire you instead of others?

  • Because we specialize in SEO for roofers. We know exactly what needs to be done to get you to the top.
  • With us, you don’t have think of SEO at all. Aside from the approval of articles for monthly blog posts, you won’t have to do anything else. Let us do all the heavy lifting for you. We take off that burden so you can focus on your expertise – which is roofing. You do what you do best and we do what we do best.
  • Ours is a complete and holistic strategy. Most other SEO’s will only do on-page SEO for you, which is actually just the easiest part of our job.
  • Compared to all other traffic sources and considering all the inclusions in our service and the ROI you’ll get, we are definitely cheaper.
  • Results matter to us. We won’t work with you if we think we can’t make you at least 10x your SEO investment.

What is the turnaround time?

There is no stated turn-around time. The Gantt progress chart shows the work that we will perform and the order that we will perform it in. We will progress through each task listed for the month – barring any delays due to account access issues or 3rd party platform issues that we cannot be responsible for – otherwise, the stated tasks will be delivered promptly.

What is your refund policy?

There is no refund after work is performed. Otherwise, you can contact me anytime for a full refund on any tasks not started.

Can I call or Skype for a consultation?

I can provide you with one complimentary 30-minute call each month. Calls must be scheduled by email first and it is only available for existing clients.

How do I contact you if I have questions?

Throughout working together, I will be your point of contact. You can email me at erwin@rooferwinner.com or call me at +1 (773) 800-2787.

Please email or book calls in advance. The best and most reliable contact method is via email. I do travel regularly, if I do not answer, please reach out via email.

About Me

I’m Erwin Caniba. I’ve been doing SEO and digital marketing since 2010.

I’ve had many achievements in the digital marketing space since I started. One of them is ranking #1 for the ultra-competitive keyword “indianapolis seo” (and its synonyms and variations) both in the Maps and in the Organic listings.

My website IndianapolisSEO.org ranked #1 for all those keywords for more than 2 years. Competition for that keyword is a tooth-and-nail fight because all SEO’s in Indianapolis would want to be there to prove that they’re the best SEO in their city. I beat all of them.

I already sold it as I had other priorities at that time. But even until now, it’s still ranking #1 in the Maps pack and still on the 1st page of the organic listings. It has stayed there for 4 years now.

More information about me can be found on my personal website: https://www.erwincaniba.digital