SEO Proposal — 6-Month Organic Growth Program for FernField

Prepared for: Priya Desai, Founder, FernField (online plant nursery) Prepared by: Tom Bramley, RankForge SEO Date: 4 June 2026 Proposal valid until: 4 July 2026

---

1. Executive summary

FernField has a great catalogue but is nearly invisible in search: most category and care-guide pages aren't indexed, the site is slow on mobile, and competitors dominate buying queries like "indoor plants delivered". RankForge proposes a 6-month program — fixing the technical foundation, building category and care-guide content, and earning relevant links — for $2,800/month. The realistic aim is to roughly double qualified organic sessions and grow organic-sourced orders over the term, with most of the gain landing in months four to six.

2. Current state & audit findings

From our crawl and Search Console review:

• Technical: 140+ product and category URLs are blocked by a misconfigured robots.txt and aren't indexed. Mobile pages load in ~6 seconds; Core Web Vitals fail on LCP for the homepage and category templates.
• On-page: 60% of category pages share a near-identical title tag; the "Care Guides" section has thin, 100-word pages with no internal links from product pages.
• Content: No coverage for high-intent care queries ("how often to water a fern", "low-light indoor plants") that competitors rank for and that map directly to your range.
• Off-page: 34 referring domains vs. ~210 for your closest competitor; most of yours are low-quality directory links.

3. Goals & target queries

Theme	Intent	Example queries	Why it matters
Buy houseplants	Commercial	indoor plants delivered, buy ferns online	Direct revenue from ready-to-buy shoppers
Plant care	Informational	how often to water a fern, low-light plants	Top-of-funnel reach that feeds remarketing + email
Local / gifting	Commercial	plant gift delivery, office plants supplier	High-margin, lower-competition demand

Success metrics: qualified organic sessions, organic-sourced orders, and indexed product/category pages — reported monthly. We will not report on raw keyword counts in isolation.

4. Scope of work by workstream

Technical SEO — fix robots.txt and re-submit the catalogue for indexing, improve LCP on the homepage and category templates, add Product and FAQ structured data, and clean up redirect chains.

On-page SEO — rewrite unique titles and meta descriptions for all category pages, restructure heading hierarchy, and build internal links from products to relevant care guides and back.

Content — publish 4 new care guides and 2 expanded category pages per month, mapped to the themes above and linked into the commercial pages they support.

Off-page / link building — digital PR around seasonal planting and a "plant care" resource hub, plus partnership links with gardening and interiors blogs. No bought links or directories.

5. 6-month roadmap

Month	Focus	Key deliverables
1	Foundations	Indexation fix, tracking + Search Console audit, keyword map, LCP improvements
2	On-page + first content	Category titles/meta rewritten, first 4 care guides published
3	Content + links	4 more guides, internal-link build-out, first PR outreach
4	Scale content	2 expanded category pages, 4 guides, partnership links
5	Authority	Resource hub launch, link earning, refresh thin pages
6	Review & plan	Performance review vs. baseline, month 7-12 plan

6. Pricing & retainer

Item	Detail	Monthly
SEO retainer	Technical, on-page, content (6 units/mo), outreach	$2,800
Total		$2,800/month

Term: 6-month minimum, then month-to-month with 30 days' notice. Payment terms: invoiced monthly in advance, due within 14 days. Not included: paid advertising spend, third-party tool licences, product photography.

7. Reporting & expectations

• Cadence: monthly performance report plus a 45-minute strategy call each quarter.
• Metrics reported: organic sessions, indexed pages, Core Web Vitals, keyword movement, and organic-sourced orders.
• Time to results: expect early wins from indexation and technical fixes within weeks, but meaningful traffic and revenue growth typically build from month three onward and compound thereafter. We can't and won't guarantee specific ranking positions.

8. Next steps

To get started, sign below or reply to this email and we'll send your first invoice and book a 60-minute onboarding session to gain access to your CMS, analytics, and Search Console.

Accepted by: ______________________ Date: ____________