Arsh Dhiman
Strategy Proposal
SEO / GEO / AIO / AEO — Full Strategy Proposal
Make Prana Risk the first answer — on Google, ChatGPT, Perplexity, and everywhere clients are looking.
One specialist. Full ownership. No handoffs. Strategy I build, defend, and execute from technical foundation through AI-era visibility — for the long term.
01 — Strategic Context
Insurance SEO is not a plug-and-play niche. Here's what that means.
YMYL verticals — insurance, finance, legal — operate under Google's maximum scrutiny. AI engines won't cite sources they can't verify. Thin content and weak E-E-A-T don't just underperform — they get buried. Most SEO freelancers don't understand this. I do, because I've built real results in it.
YMYL = Higher Stakes Architecture
Every content decision, schema choice, and internal link carries more weight on an insurance site. Google's raters and AI systems evaluate credential depth, citation credibility, and experience signals — not just keyword density. The entire build must reflect this.
AI Engines Are Now the Front Door
A high-net-worth prospect asking "best independent insurance broker NYC" may never see a SERP. ChatGPT, Perplexity, and Google's AI Overviews answer that question directly. If Prana Risk is not the source those engines pull from, the lead is gone before a single click.
The Prana Risk Advantage
Harvard Business School. Global insurance CEO. Actuarial science, reinsurance capital markets, claims advisory. This credential stack is not a bio — it's a verifiable authority moat most NYC brokers simply cannot replicate. The strategy makes it fully legible to Google, AI engines, and clients.
02 — Audit Findings
What prana-risk.com currently communicates to search engines
The WordPress rebuild is the best moment to fix these at the root — not migrate them. Here is what must be addressed from day one.
Critical
No Topical Authority
No content clusters across personal lines, commercial, or life/disability. Google sees a shallow site. AI engines have nothing to cite.
Critical
Zero Structured Data
No Organization, Person, Service, or FAQ schema. No machine-readable signals for the knowledge graph. Entity recognition is absent entirely.
Critical
Not LLM-Readable
No FAQ blocks, no structured Q&A, no definition-first content. ChatGPT and Perplexity cannot extract clean answers to surface. Invisible to generative engines.
High Priority
E-E-A-T Not Operationalized
The principal's credentials exist in the real world but are not structured, crawlable, or machine-readable on-site. The advantage is invisible to search.
High Priority
No Geo Page Architecture
No dedicated pages for NYC Financial District, Manhattan, Brooklyn, Connecticut, or New Jersey. Competitors are capturing all high-intent local searches Prana Risk is absent from.
High Priority
Internal Linking Broken
Service pages are isolated. No hub-and-spoke architecture. PageRank is not flowing toward important pages. Topical clustering signals are absent from crawl paths.
Moderate
Core Web Vitals Risk
WordPress default setups routinely fail CWV benchmarks. LCP, CLS, and INP must be measured and fixed before launch — not treated as an afterthought.
Opportunity
Clean Backlink Profile
No penalty signals. No toxic links to disavow. The rebuild starts from a clean domain — the right foundation for systematic authority building.
Bottom line: Prana Risk has the credentials and market position to dominate this niche in New York. The gap is entirely architectural — and that is exactly what this engagement closes, systematically, starting Month 1.
03 — SEvO Strategy (Search Everywhere Optimization)
Not just Google. Every channel where Prana Risk's clients are searching.
Traditional SEO is one layer. The clients Prana Risk wants are also asking ChatGPT, searching Perplexity, checking LinkedIn, and reading Google's AI Overviews before they call a broker. This strategy covers all of it as a single integrated system.
Traditional SEO
250 keywords, intent-mapped. Content clusters. Service + geo pages for NY/tri-state. 35+ guaranteed rankings.
GEO / AIO
ChatGPT, Gemini, Perplexity optimization. Entity building. Knowledge graph signals. Get cited as a source.
AEO
Featured snippets. FAQ architecture. Position Zero and AI Overview inclusion. Structured answer blocks.
Local SEvO
GMB optimization. Local pack rankings. 30+ citation consistency. NY/tri-state coverage.
Social & Video
Starts Month 4. Instagram, LinkedIn, YouTube Shorts. Brand presence everywhere clients look before booking.
Keyword Strategy — Intent-First, Not Volume-First
250 keywords mapped across three intent layers: informational (what is D&O insurance NYC), commercial-investigative (best independent broker high-net-worth New York), and transactional (insurance broker Manhattan quote). Each tier gets a different content format, schema type, and internal link weight. Search volume is one signal — not the strategy.
GEO / AIO — Getting Named by AI Engines
AI Overviews and generative engines source answers from semantically structured, entity-rich, third-party-corroborated pages. The approach: build Prana Risk's entity in Google's Knowledge Graph using JSON-LD schema, citation-rich content, and structured answer formatting LLMs can parse. Goal: when someone asks ChatGPT "who are the best independent insurance brokers in New York" — Prana Risk gets named.
AEO — Answer Engine Optimization
100+ question-intent keywords across all insurance verticals. Dedicated answer blocks — 40–60 word direct answers followed by structured depth — on every service page and cluster article. FAQ schema site-wide. This captures traditional featured snippets and AI Overview inclusion simultaneously. Every post is written for both a human reader and an AI extraction engine.
04 — E-E-A-T Strategy
The principal's credentials are the moat — if they're architecturally visible
Most independent brokers have generic about pages. Prana Risk has a genuine unicorn credential profile. The strategy is to make every credential machine-readable, crawlable, and third-party corroborated — so Google and AI engines can verify what's already true.
- Principal Entity Page: A full credential architecture — not a bio. HBS, actuarial background, career timeline, press mentions. This becomes the citation hub Google and AI engines reference when evaluating the entire domain.
- Person Schema (JSON-LD): Structured data linking the principal's identity to the domain via sameAs references — LinkedIn, HBS alumni profiles, industry directories. This is how the Knowledge Graph connects credentials to the business entity.
- Third-Party Citation Trail: Bylined articles in insurance publications, business press, and financial media. 2 PR/press releases per month. Each placement creates a crawlable link between the principal's verified identity and prana-risk.com.
- Thought Leadership Content: 3 SERP-driven posts per week in the principal's voice, covering topics where their actuarial and reinsurance depth gives a perspective no other NYC broker has. This earns Experience and Expertise signals that generic broker content cannot fake.
- Trust Signal Architecture: Author blocks with credentials on every post. Review schema on testimonials. Service pages linked to credentials. Any rater or AI engine reading any page on the site immediately understands who is behind it and why they qualify.
05 — Phased Execution Plan
Month 1 is the complete foundation. Everything after that compounds on it.
The rebuild window is the single best opportunity to build this correctly from day one. Month 1 is dedicated entirely to technical and strategic foundation — no content starts until the architecture is solid. Only then does the authority engine run.
Phase 1
Month 1 — Full Technical + On-Page + Setup Foundation
Foundation First
This entire month is technical and strategic. No blog posts. No link building. No content publishing. The architecture must be correct first — every shortcut here creates rework later, and in YMYL SEO, rework is expensive.
- Full Technical SEO Audit — Crawl/index pipeline, render issues, redirect chains, duplicate content, sitemap, robots.txt. Complete audit of the WordPress rebuild environment.
- GSC + GA4 Configuration — Custom segments per insurance vertical. Conversion tracking for forms and calls. Baseline data captured from day one for clean before/after comparison.
- Core Web Vitals Audit & Fix — LCP, CLS, INP measured and addressed. Image optimization, JS deferral, render-blocking resources resolved before launch.
- Full Keyword Research (250 Keywords) — Intent-mapped across personal lines, commercial, life/disability, and all geo targets. Long-tail, question-based, and transactional segments fully covered.
- Written Strategy Document Delivered — Complete content architecture: pillar pages, cluster articles, FAQ pages, service pages, geo pages. Delivered and reviewed before any content is written.
- On-Page Optimization (50 Pages) — Meta titles, descriptions, H1–H3 hierarchy, URL structure, image alt text, breadcrumb navigation. All mapped to keyword intent.
- Schema Implementation (JSON-LD) — Organization, Person (with sameAs), Service, FAQ, BreadcrumbList, LocalBusiness. All hand-validated — no plugin-generated schema.
- Internal Linking Architecture — Hub-and-spoke system designed and implemented. Up to 60 URLs in the linking structure. Anchor text keyword-mapped throughout.
- Principal Entity Page Built — Credential architecture live. E-E-A-T foundation in place from day one.
- Keyword Cannibalization Audit — All overlap resolved before content scales.
- GMB Setup (2 Locations) — Google Business Profile fully configured and optimized for local pack targeting.
- Bing & Apple Maps Listings — Complete local presence foundation.
- Implementation Log Started — Before/after documentation for every change. Full audit trail from the first day.
Technical AuditKeyword ResearchSchema Setup
On-Page (50 pages)GSC + GA4Strategy DocE-E-A-T Foundation
Phase 2
Month 2–3 — Content Engine + Authority Building
Scale Authority
With the foundation solid, the content and authority layer begins. Blog content, landing pages, FAQ clusters, citations, and PR outreach all run in parallel. This is where topical depth compounds into rankings and AI visibility.
- 3 SERP-Driven Blog Posts / Week — Written for human readers and AI extraction. Each post targets a keyword cluster and feeds into the pillar architecture.
- 4 Landing Pages / Month — Personal lines, commercial, life/disability, and geo-specific pages. Each built to rank and convert.
- 3 FAQ Pages / Week — Structured answer blocks targeting question-intent keywords and AI Overview inclusion.
- 30 Geo-Tagged Citations — NAP consistency across directories. Local authority signals for NY/tri-state.
- Guest Posts (DA 30+) — Site selection reviewed with you before outreach. Pricing discussed per site — not a fixed template. Each placement builds a citation trail for the principal entity. (See Section 07.)
- 2 PR / Press Releases / Month — Distributed to insurance and business press. Third-party validation of the principal's authority.
- 150 3rd Party Blog Submissions / Month — Authority and citation signals across relevant platforms.
- Community Engagement (Reddit, Quora, Forums) — Expert answers in insurance-related threads. LLM-visible E-E-A-T signals that AI engines read.
- GMB Weekly Posts, Q&A, Photo Management — Active local profile. Review generation strategy initiated.
- Monthly Strategy Report + 2 Calls — Rankings baseline, technical health, KPI progress, next-month plan.
Expected by Month 3: 35+ keywords ranked, 10–20 qualified inbound leads/calls per month, initial AI engine citations appearing.
Content EngineLanding PagesLink Building
Local SEOPR OutreachAI Visibility
Phase 3
Month 4–6 — Social, Video + Full SEvO Scale
Everywhere Visible
By Month 4, organic is producing results. This phase adds the social media and video layer — completing the Search Everywhere coverage. A high-net-worth insurance client may see Prana Risk on LinkedIn, Google, and ChatGPT before ever booking a call. This ensures all three surfaces are active and consistent.
- Instagram, Facebook, LinkedIn, Pinterest — 8 branded posts/month per platform. Credibility content, expert tips, insurance insights.
- Instagram Reels, Facebook Reels, YouTube Shorts — 8/month per platform. Short-form educational content, AI-captioned, keyword-targeted.
- AI Carousel Posts & Quote Graphics — Thought leadership visuals. LinkedIn authority content for HNW and commercial lines prospects.
- AI Brand Monitoring — Track Prana Risk mentions in Gemini, ChatGPT, Perplexity. Correct any AI errors or hallucinations proactively.
- Multimodal Search Optimization — Image and video content optimized for AI-assisted visual search.
- All Phase 2 deliverables continue — Blog, landing pages, FAQ, PR, community engagement, and link building all continue at full pace.
Social ContentVideo SEOAI Monitoring
LinkedIn AuthorityFull SEvO Scale
06 — Full Deliverables by Phase
Complete transparency — everything I deliver, by phase
| Deliverable / Feature | Month 1 (Foundation) | Month 2–3 (Authority) | Month 4–6 (SEvO Scale) |
|---|---|---|---|
| 🔬 Technical Setup & Audit | |||
| GSC + GA4 Full Configuration | ✓ | Maintained | Maintained |
| Google Penalty Check | ✓ | — | — |
| Full Technical SEO Audit | ✓ | — | — |
| Core Web Vitals Audit & Remediation | Advanced | Monitoring | Maintained |
| Crawl Budget Optimization | ✓ | — | — |
| Broken Link & Redirect Fixes | ✓ | ✓ | ✓ |
| Sitemap, Robots.txt & Canonical Tags | ✓ | Maintained | Maintained |
| Implementation Log (Before/After) | ✓ | ✓ | ✓ |
| 🔑 Keyword Research & Architecture | |||
| Full Keyword Research | 250 keywords | +150 expanded | Ongoing |
| Intent Mapping (Info / Commercial / Transactional) | ✓ | ✓ | ✓ |
| Long-Tail & Question Keywords (AI/Voice/FAQ) | ✓ | ✓ | ✓ |
| Written Strategy Document | ✓ Delivered | Updated | Updated |
| Keyword Cannibalization Audit | ✓ | Quarterly | Quarterly |
| Content Gap Analysis | Basic | Advanced | Advanced |
| Guaranteed Keyword Rankings | — | 35+ by Month 3 | 60+ by Month 6 |
| 📄 On-Page SEvO | |||
| Meta & Header Optimization | 50 pages | +30 pages | Ongoing |
| Content Optimization | 50 pages | +30 pages | Ongoing |
| Schema Markup (JSON-LD) — Full Suite | ✓ Full setup | New pages | New pages |
| E-E-A-T Implementation | ✓ | ✓ | ✓ |
| Principal Entity / Author Page | ✓ Built | Expanded | Maintained |
| Internal Linking Architecture | Up to 60 URLs | Full site | Full site |
| Breadcrumb Navigation Optimization | ✓ | Maintained | Maintained |
| Image Optimization | ✓ | ✓ | ✓ |
| SEO-Friendly URL Audit & Fix | ✓ | New pages | New pages |
| 🤖 AI SEO (GEO / AIO / AEO) | |||
| Optimize for Voice & AI Search | ✓ | ✓ | ✓ |
| Google AI Overview Inclusion | ✓ | ✓ | ✓ |
| Semantic Content Structuring (LLM-Friendly) | ✓ | ✓ | ✓ |
| Advanced Schema for AI Understanding | ✓ | ✓ | ✓ |
| Get Cited as Source by AI Engines | ✓ | ✓ | ✓ |
| Build AI Trust Signals (E-E-A-T) | ✓ | ✓ | ✓ |
| AI Brand Monitoring (ChatGPT, Gemini, Perplexity) | — | Started | ✓ Full |
| Proactive AI Error / Hallucination Correction | — | — | ✓ |
| Multimodal Search Optimization | — | ✓ | ✓ |
| ✍️ Content Engine | |||
| SERP-Driven Blog Posts | — | 3/week | 3/week |
| Landing Pages | — | 4/month | 4/month |
| FAQ Pages | — | 3/week | 3/week |
| PR / Press Releases | — | 2/month | 2/month |
| 📍 Local SEvO | |||
| Google Business Profile Setup | ✓ | Maintained | Maintained |
| GMB Local Pack Optimization (2 locations) | ✓ | ✓ | ✓ |
| GMB Weekly Posts, Q&A, Photos | Setup | Active | Active |
| Local Citation Building (NAP Consistency) | 10 citations | 30 total | 50 total |
| Bing & Apple Maps Listing | ✓ | Maintained | Maintained |
| Review Generation Strategy | ✓ | ✓ | ✓ |
| 🔗 Authority & Link Building | |||
| Guest Posts (DA 30+) — site-based pricing, reviewed with you first | — | 4/month | 4/month |
| 3rd Party Blog Submissions | — | 150/month | 150/month |
| Competitor Backlink Analysis | ✓ | ✓ | ✓ |
| Community Engagement (Reddit, Quora, Forums) | — | Basic | Advanced |
| Digital PR & Infographic Distribution | — | ✓ | ✓ |
| 📸 Social & Video (Month 4+ Only) | |||
| Instagram Image Posts | — | — | 8/month |
| Facebook Image Posts | — | — | 8/month |
| LinkedIn Visual Posts | — | — | 8/month |
| Pinterest Visuals / Pins | — | — | 8/month |
| AI Carousel Posts & Quote Graphics | — | — | ✓ |
| Instagram Reels | — | — | 8/month |
| Facebook Reels | — | — | 8/month |
| YouTube Shorts | — | — | 8/month |
| Seasonal / Festival Posts | — | — | ✓ |
| 📊 Reporting & Strategy | |||
| Weekly SERP Position Report | ✓ | ✓ | ✓ |
| Monthly Multi-Platform Report | ✓ | ✓ | ✓ |
| Monthly Strategy Calls | 2/month | 2/month | 2/month |
| Quarterly SEvO Roadmap Update | — | ✓ | ✓ |
| Final Report (Rankings + Technical + Next Steps) | — | — | ✓ |
| Quarterly Payment Discount | 10% off | ||
07 — Guest Post Strategy
Guest posts are a budget decision — not a package line item
I don't pre-commit to fixed guest post packages because quality placements vary significantly in cost depending on the site. A DA 30 niche insurance blog and a DA 60 finance publication are not the same investment — and packaging them identically is how agencies justify low-value placements.
How It Actually Works
Before any outreach, I identify target sites that make strategic sense for Prana Risk — insurance, finance, legal, HNW lifestyle, NY business press. I share the list with you: site name, DA/traffic metrics, niche relevance, and estimated cost per placement. You decide which ones to proceed with. No surprise invoices.
What I Look For
DA 30+ minimum. Real organic traffic — not inflated DA with zero visitors. Editorial niche relevance — an insurance or finance context is worth more than a generic business directory. Sites that AI engines actually crawl and index. The goal is authority signals, not backlink volume.
Why Guest Posts Matter for AI in 2025
LLMs learn from crawled content. When Prana Risk is mentioned as an expert source in a published article on a credible finance or insurance site, that citation signal carries directly into generative engine retrieval. Guest posts aren't just for Google rankings anymore — they're how AI engines identify who the authorities are.
My commitment: I recommend sites based on merit, not margin. If a placement doesn't make strategic sense for Prana Risk's niche or budget, I'll say so — and we'll find a better use of those resources.
08 — ROI & KPI Tracking
Metrics that connect to revenue — not vanity numbers
In high-net-worth insurance, one converted client can represent $5,000–$50,000+ in annual premium revenue. The KPIs I track are built around lead generation and conversion quality. Traffic without qualified leads is noise. I don't report on it like it matters.
4×
Target ROI by Month 6
35+
Guaranteed Rankings by Month 3
10–20
Qualified Leads/Month After Month 3
60%
Projected Organic Traffic Growth (6 mo)
↑ AI
Citations in ChatGPT, Perplexity, Gemini
↓ Paid
Reduced Paid Ad Dependency
| KPI | Baseline (Month 0) | Month 3 Target | Month 6 Target |
|---|---|---|---|
| Organic Sessions | Captured at audit | +30–40% | +60–80% |
| Keyword Rankings (Top 10) | Minimal | 35+ guaranteed | 60+ |
| Inbound Qualified Leads | Baseline measured | 10–20/month | 20–40/month |
| AI Engine Citations | None | Initial appearances | Consistent citations |
| Local Pack Appearances (GMB) | None | 2 locations active | Local rankings live |
| Featured Snippet / PAA Appearances | None | 5–10 queries | 20+ queries |
| Domain Authority / Trust Signals | Baseline | +10–15 pts | +20–30 pts |
| Paid Ad Dependency | High | ↓ Reduced | ↓↓ Significantly reduced |
09 — Why Me (Not an Agency)
My results are public. Check them before you read another word.
SEO is a space full of people who overpromise and underdeliver. Agencies sell you a team, then assign a junior to your account. Freelancers promise rankings they've never achieved. I operate differently — my results are documented, public, and verifiable before you commit a single dollar. I'm not asking you to trust my pitch. I'm asking you to look at the proof and decide from there.
Most relevant to this engagement: a large-scale SEO project with ACKO Insurance — one of India's largest digital insurance platforms. Full rankings data, traffic growth, technical audit outcomes, and strategy documents are documented and available. This is what YMYL SEO at scale actually looks like.
→ Review ACKO Insurance Case StudyMy broader results portfolio — rankings screenshots, traffic growth data, technical outcomes across multiple projects — is publicly documented at the link below. This is just a part of what I have delivered. Very few freelancers can show this level of actual, verifiable results. That is exactly why I'm confident in what I deliver.
→ View Verified Proof of ResultsOne Person. Full Accountability.
You get me — not a rotating team where no one is accountable for anything. I build the strategy, I implement it, I defend it, and I'm responsible for the results. No handoffs. No briefing a junior who's never seen a YMYL site. I've run full-scale projects start to finish.
Long-Term Commitment
I'm not here for a 3-month contract. SEO compounds over time — the value of this engagement grows every month the architecture is in place and the content engine runs. I want to be the person who built Prana Risk's search presence from the ground up. That's the kind of work I'm here for.
AI Search — Actually Implemented
Not conceptual knowledge. I've built AI Overview-targeted content structures, FAQ schema for featured snippet capture, and entity markup for generative engine retrieval — with measurable before/after outcomes. The AI search landscape is moving fast. I'm already building for where it's going.
On my Upwork profile: I am relatively new to Upwork because I have been working directly with agency-level clients outside the platform. My profile badges do not reflect my experience. My results do. Full background: arshdhiman.com
Prana Risk has every ingredient. Let's build the architecture around it.
The principal's credentials. A clear niche. A defensible market position in one of the most competitive insurance markets in the US. The only thing missing is a search architecture that makes all of that visible — to Google, to AI engines, and to the clients already looking.
Check my proof. Then let's talk.
View My Results First Full Background