# Duluth Counseling Center / Katie Erickson — AI, Organic, & Local SEO Proposal Outline

Working descriptor: `Duluth Counseling Center - AI, Organic, & Local SEO Proposal`

Scope discipline: Stay inside the standard Search Influence SEO proposal template. Do not create new products. Use `AI, Organic, & Local SEO` as the service name, with standard AI SEO scope slides and custom bullets added only where appropriate.

## Recommended deck flow

### 1. Cover
- Standard SI cover.
- Client: Duluth Counseling Center / Katie Erickson.
- Proposal type: `AI, Organic, & Local SEO Proposal`.

### 2. What’s Inside
Use standard template structure:
- The AI Search Opportunity
- Goal & Approach
- Scope of Work
- Budget
- About Search Influence

### 3. The AI Search Opportunity
Use standard template slide.
- Keep approved AI search positioning language.
- Do not over-customize; this is the category education slide.

### 4. Three Places SEO Makes You Visible
Custom early strategy slide requested by Paula.

Core message:
- AI Search: Help AI tools understand, cite, and recommend Katie Erickson / Duluth Counseling Center for the right therapy questions.
- Organic Search: Strengthen service, audience, and topic relevance so the site can earn qualified search visibility.
- Local Search: Improve visibility for Duluth-area counseling and therapy searches that can drive leads to the counseling staff.

Recommended client-facing framing:
- `AI, Organic, & Local SEO makes Duluth Counseling Center visible in the places clients now search for care: AI answers, traditional organic search, and local search results.`

### 5. Goal
Use standard template goal slide, customized to this opportunity.

Suggested goal language:
- Increase qualified visibility for Katie Erickson’s private-pay concierge therapy positioning while strengthening Duluth Counseling Center’s ability to attract local counseling leads for the broader clinical team.

Supporting bullets:
- Clarify the distinction between Katie’s concierge/private-pay work and Duluth Counseling Center’s broader counseling services.
- Improve organic, AI, and local search signals around therapy services, location, provider expertise, and next steps for prospective clients.
- Build reporting that shows search visibility, AI visibility, site traffic, and inquiry activity over time.

### 6. Approach
Use standard approach/SCALE structure. Customize only the strategy framing.

Two-pronged strategy:
1. Optimize Concierge Coach Katie
   - Position Katie’s high-responsibility / concierge therapy work clearly across priority profiles and site content.
   - Align public copy with her direct, strategy-focused approach and private-pay/no-insurance model.
   - Create search- and AI-readable content around the audiences and problems she serves.

2. Optimize the practice to drive leads to her counseling staff
   - Strengthen Duluth Counseling Center’s local SEO foundation.
   - Clarify service pages, FAQs, appointment paths, insurance/sliding-scale information, and location signals.
   - Improve the lead path for visitors who are not a fit for Katie’s concierge practice but may be a fit for the counseling center.

### 7. SCALE the Search Influence Way
Use standard template slide as-is.
- Strategic Planning
- Channel Selection & Integration
- Advanced Analytics
- Launch & Execute
- Expert Optimization & Insights

### 8. Scope of Work Divider
Standard `Scope of Work` divider.

### 9. Onboarding & Goal Setting
Use standard template slide.

Client-specific items to include where placeholders allow:
- Confirm priority audiences for Katie’s concierge therapy work.
- Confirm Duluth Counseling Center service priorities and local lead goals.
- Confirm conversion definitions: concierge inquiry, appointment request, phone call, staff/provider inquiry, insurance-based counseling inquiry.
- Confirm access to website, analytics, Search Console, Google Business Profile, and profile/listing platforms as applicable.

### 10. AI Search Engine Optimization — Initial Analysis & Strategy
Use the standard AI SEO scope slide and approved bullets. Add the custom bullets below as prospect-specific bullets, not as a new product.

Standard scope areas to preserve:
- Entity, keyword, and topic research & analysis
- Collaborative prioritization based on goals and potential ROI
- Content review & competitive analysis
- Technical website analysis: crawlability and structured data
- Link profile and citation analysis
- Local search visibility analysis across organic and AI-influenced results
- UX and conversion optimization analysis
- SEO baseline: organic rankings and AI visibility for targeted prompts
- Custom 3-month AI and organic SEO plan

Custom bullets to work in:
- Evaluate how AI, organic search, and local search interpret the relationship between Katie Erickson, Concierge Coach Katie, and Duluth Counseling Center.
- Review Katie’s Psychology Today profile, Duluth Counseling Center bio, and priority site content for alignment with the concierge/private-pay positioning.
- Identify content and metadata updates that clarify Katie’s audiences: physicians, executives, attorneys, business owners, pilots, first responders, and other high-responsibility adults.
- Review Duluth Counseling Center’s local visibility signals for counseling and therapy services in Duluth, MN.
- Establish baseline visibility for targeted prompts and searches tied to concierge therapy, high-responsibility professionals, and Duluth counseling services.

### 11. AI Search Engine Optimization — Execute Custom Optimization Strategy
Use standard AI SEO execution slide with the approved sections: Entity and Content Optimization, Link and Citation Strategy, Technical Optimization, Local Search.

Custom bullets to work in under the existing sections:

Entity and Content Optimization:
- Optimize Katie’s profile and on-site copy to reinforce her private-pay concierge therapy positioning.
- Develop or refine answer-ready content for high-responsibility adults, burnout, decision fatigue, relationship strain, mood/energy changes, and practical, strategy-focused therapy.
- Clarify the lead path between Katie’s concierge therapy offer and Duluth Counseling Center’s broader counseling services.

Technical Optimization:
- Implement or improve FAQ/schema opportunities for core therapy, appointment, insurance, virtual care, and local service questions.
- Improve crawlability, metadata, headings, image alt text, and internal links on priority pages.

Local Search:
- Strengthen Duluth, MN counseling and therapy relevance across site content and local signals.
- Audit and optimize local listings and citation consistency where applicable.
- Build local authority with location-specific content and links.

### 12. Dashboard, Analytics & Reporting
Use standard template slide.

Client-specific reporting emphasis:
- Organic traffic and rankings
- AI traffic and AI visibility
- Local search visibility
- Website inquiries and appointment requests
- Phone/form tracking if CallRail is included or recommended
- Completed deliverables and tactics
- Monthly insights and optimization discussion

### 13. Dashboard Highlight: AI Traffic Performance
Use standard dashboard highlight slide.
- Keep approved language around which AI tools drive traffic, pages clicked in AI citations, AI traffic growth, and engagement.

### 14. Dashboard Highlight: AI Visibility Tracking
Use standard Scrunch AI / AI visibility slide.
- Track prompts related to Katie’s concierge positioning and Duluth Counseling Center’s counseling services.

### 15. Recommended Lead Tracking Technology / CallRail
Include if phone/source attribution matters.
- Recommended but can be optional depending budget.
- Use standard CallRail language.
- Useful for separating concierge inquiries from broader practice inquiries where possible.

### 16. Recommended Next Phase: Paid Media Expansion
Optional strategy/recommendation slide, not part of the core SEO scope.

Keep it light:
- Google Paid Search and Meta Advertising may be appropriate down the line once positioning, landing pages, local visibility, and tracking are in place.
- These channels can be added after the SEO foundation and reporting clarify lead quality and conversion paths.

Do not include paid search or Meta SOW slides in the core recommendation unless Paula/Will decide to price them now.

### 17. Why Search Influence Divider
Use standard divider.

### 18. Search Influence: Proven Leader in AI-Driven Search Strategy
Use standard proof slide.
- Will Scott / AI SEO credibility
- Semantic SEO since 2012
- AI visibility and traffic reporting
- Proprietary AI SEO tools

### 19. About Search Influence
Use approved native About SI slide.

### 20. Relevant Proof / Case Study
Use one AI & Organic SEO case study if useful.
- For a non-higher-ed therapy practice, choose the most transferable AI/organic SEO proof and avoid overloading the deck with higher-ed logos.
- If the deck needs to stay short, move case studies to appendix or omit.

### 21. Investment
Use standard investment language, but lay out the setup fee clearly like the Tulane deck.

Investment slide structure:
- Use a distinct `One-time setup` card/line before the monthly packages, not buried in a note.
- Setup fee: `[confirm amount]` one-time — label clearly as `One-time setup`.
- Monthly options should be shown separately from setup.

Recommended packages discussed:
- Low: `$4,300/month` — AI, Organic, & Local SEO, plus `$600/month` Dashboard, Analytics & Reporting = `$4,900/month` total monthly
- Mid: `$6,000/month` — AI, Organic, & Local SEO, plus `$600/month` Dashboard, Analytics & Reporting = `$6,600/month` total monthly
- High: `$10,000/month` — AI, Organic, & Local SEO, including Dashboard, Analytics & Reporting = `$10,000/month` total monthly

Budget note:
- Do not combine the one-time setup fee with monthly SEO or monthly Dashboard, Analytics & Reporting.
- Keep CallRail / third-party software as additional if relevant and billed directly, per standard template language.

### 22. Payment Terms & Billing Practices
Use approved payment terms slide as-is.

### 23. Discussion Priorities / Launch Alignment
Use standard discussion/launch alignment pattern.

Suggested discussion prompts:
- Which audiences should Katie prioritize first?
- What language should separate Katie’s private-pay concierge therapy from Duluth Counseling Center’s insurance-based care options?
- Which services and providers are the highest priority for local lead growth?
- What should count as a qualified inquiry?
- Should CallRail be included at launch for phone/source attribution?
- When should paid search and Meta be evaluated as a next phase?

### 24. Next Steps
Use standard next steps slide.

Suggested steps:
- Confirm preferred budget level.
- Confirm package inclusions and tracking needs.
- Confirm access requirements and launch timeline.
- Finalize agreement and begin onboarding.

### 25. Thank You
Use standard standalone closing slide.

## Main recommendation
Use `AI, Organic, & Local SEO` as the core scope. Keep paid search and Meta as a down-the-line recommendation, not part of the proposed scope, unless leadership wants to price a multi-channel launch now.

## Notes for deck build
- Do not create a new product name for concierge therapy SEO.
- Do not add paid search, Meta, LinkedIn, or landing page SOW modules unless the actual recommendation changes.
- The custom work belongs inside the standard AI SEO scope slides and the custom strategy slides.
- Investment slide must clearly separate one-time setup from monthly SEO/ATR packages, following the Tulane-style setup layout.
- Keep Katie-specific copy careful: position her concierge/private-pay offering clearly, but do not overstate demand or performance claims.