{"id":143420,"date":"2021-07-22T09:54:00","date_gmt":"2021-07-22T09:54:00","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=143420"},"modified":"2021-07-22T09:54:00","modified_gmt":"2021-07-22T09:54:00","slug":"how-to-show-the-business-value-of-your-seo-proposal","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2021\/07\/22\/how-to-show-the-business-value-of-your-seo-proposal\/","title":{"rendered":"How to show the business value of your SEO proposal"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>Your SEO proposal plays an instrumental role not just for your agency but also for your client&#8217;s business<\/li>\n<li>Forecasting needs to be a star element of your customer acquisition process &#8211; but how do you navigate these tricky waters?<\/li>\n<li>SEOmonitor dissects the entire thought process and action plan for you<\/li>\n<li>Here&#8217;s how to ensure realistic, practical, achievable, and mutually agreed milestones and budgets are set with your clients<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">Clients often ask for a forecast to estimate their ROI with this type of marketing investment. Agencies are caught between building a realistic business case and explaining that they\u2019re all scenarios, not promises. <\/span><span style=\"font-weight: 400;\">Think about it like this \u2013 you both need to know where you\u2019re going, or you won\u2019t have a clue when you\u2019re there. But it\u2019s all about how you set expectations from the start. This is where your SEO proposal plays an instrumental role in customer acquisition and experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s imagine the following scenario: a Client Service Director argues about the benefits of presenting a business case to a new lead to make the sell.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yet, the agency\u2019s CEO wants to make sure the initial internal evaluation is on point. After all, it makes sense to calibrate your model first and then show the opportunity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the right forecasting methodology in place, you can do both and prove your SEO services\u2019 business value.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The big question is how to go about it.<\/span><\/p>\n<p><em>Content created in partnership with SEOmonitor.<\/em><\/p>\n<h2>What does SEO success mean for your client\u2019s business?<\/h2>\n<p><span style=\"font-weight: 400;\">To invest in SEO, a client needs to understand how that strategy translates into sessions, conversions, and ultimately revenue. So, as an agency, you need to connect the business metrics with the non-brand organic traffic and keyword ranks \u2013 the data that you directly impact.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keywords are influenced by many variables that you need to consider when designing a trustworthy methodology to create realistic SEO scenarios.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And even before that, the way you do your keyword research influences those scenarios:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is the client\u2019s <\/span><a href=\"https:\/\/seoai.net\/sew-24-_trends_-industry-trend-0\"><span style=\"font-weight: 400;\">industry trend<\/span><\/a><span style=\"font-weight: 400;\"> like?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is their business trend? Are they in a growth phase, or are they plateauing?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is their market share in terms of organic real-estate (their visibility compared to their competitors)?<\/span><\/li>\n<\/ul>\n<h2>Understanding the opportunity for growth<\/h2>\n<h3>The competitors\u2019 keywords gap analysis<\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s common sense, but it can sometimes escape the client\u2019s focus \u2013 showing them who their real online competitors are in terms of queries and search intent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A perfume shop, for example, will be in tight competition with big retailers such as Amazon more than competing perfume shops, deciding to offer online services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Exploring the client\u2019s domain in connection with the competitor landscape will give you an overview of the overlapping and non-overlapping keywords, together with their key attributes (search volumes, seasonality, etc.). This is one significant way to understand which keywords are worth introducing into your <\/span><a href=\"https:\/\/seoai.net\/sew-24-_lib_-seo-proposal-1\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SEO proposal<\/span><\/a><span style=\"font-weight: 400;\"> and ulterior strategy so as not to get sidetracked by misleading keywords.<\/span><\/p>\n<p><a href=\"https:\/\/seoai.net\/sew-24-_sm_-image-0\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143421\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/1-1024x581.png\" alt=\"SEO proposal - domain explorer\" width=\"640\" height=\"363\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/1-1024x581.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/1-300x170.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/1-768x436.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/1.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Continuing our perfume shop example, although the client might want to focus on a specific set of keywords, you\u2019ll be able to make a compelling, data-based argument on why it\u2019s important to improve non-overlapping keywords.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s say you found out that a competitor to our perfume shop had dedicated pages for aroma-based perfumes, with listings that target \u201cvetiver\u201d or \u201cwhite musk\u201d. Replicating this won\u2019t involve changing the client\u2019s product line and will add new valuable keywords to the mix.<\/span><\/p>\n<h3>The client\u2019s market share<\/h3>\n<p><span style=\"font-weight: 400;\">Another way to evaluate the client\u2019s business status quo is by using the <\/span><a href=\"https:\/\/seoai.net\/sew-24-_lib_-visibility-metric-2\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Visibility metric<\/span><\/a><span style=\"font-weight: 400;\"> as a market share indicator. Calculated as an impression share and weighted against search volumes, it shows you the growth potential compared to the client\u2019s competitors and the total shares.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As it\u2019s expressed as a percentage, you\u2019ll know where to focus your attention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if it\u2019s a competitive market, and the main competitor has a Visibility of 70 percent, then improving the rankings for high-volume keywords in the top-three group will be a game-changer. You\u2019ll also know which keywords to select for a winning SEO strategy.<\/span><\/p>\n<p><a href=\"https:\/\/seoai.net\/sew-24-_sm_-image-1\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143422\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/2-1024x581.png\" alt=\"SEO proposal - Strategy\" width=\"640\" height=\"363\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/2-1024x581.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/2-300x170.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/2-768x436.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/2-1536x871.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/2-2048x1161.png 2048w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/2.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<h2>Transparent calculations for a realistic timeframe<\/h2>\n<p><span style=\"font-weight: 400;\">After thoroughly researching and selecting the targeted keywords at hand, modeling how the non-brand organic traffic might look if a particular performance is achieved in a timeframe of six or 12 months will help your agency set the right expectations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do so, you need to look at all the variables impacting your keyword list:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search seasonality and the keywords\u2019 year-over-year trend<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How the inertial traffic influenced by seasonality only looks (as if the website\u2019s rankings would stand still)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The performance in time toward the SEO goal, calculated as linear or exponential<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The average CTR curve calculated for the top 10 positions for each mix of SERP features and device segmentation, showing you the actual clicks that manage to reach your client<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The long-tail keywords and their impact on forecasted traffic<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With this model in mind, you get to estimate sessions and conversions instead of ranks. For instance, in <\/span><a href=\"https:\/\/seoai.net\/sew-24-_sm_-seomonitor-s-forecasting-module-3\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SEOmonitor\u2019s forecasting module<\/span><\/a><span style=\"font-weight: 400;\">, the estimation of the additional conversions is based on the estimated additional visits multiplied by the corresponding conversion rate of each keyword included in the calculation. You can verify each input and output at an individual keyword level and see what makes a realistic or too far-fetched scenario.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thus, you transform the loaded notion of forecasting into a more tangible idea \u2013 various additional traffic scenarios which translate into possible business results, moving the conversation towards marketing added value.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make a case for a certain scenario, you can highlight what their traffic would look like with and without the proposed SEO campaign, being transparent about what went into your calculations and what assumptions you\u2019ve made.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Letting the client understand the overall opportunity and what\u2019s in it for their business will help you set a common ground for success.<\/span><\/p>\n<h2>Is it the right budget for the client\u2019s business now?<\/h2>\n<p><span style=\"font-weight: 400;\">When your agency builds a business case, another important thing is to evaluate the direct connection between SEO performance and results, correlated to an objective benchmark that both, you and the client can easily gauge.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Compare the SEO budget and forecasted results to its equivalent in Google Ads, and you\u2019ll have an external comparison showing the worth that SEO brings. For instance, if the estimated Google Ads Value for your realistic scenario is $55,000 for 12 months, then a $500 to $700 retainer seems more plausible than a $1,500 one.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In contrast, if the estimated Google Ads Value reaches $250,000+ for the same 12 months timeframe, it\u2019s clear that we\u2019re talking about international SEO on a highly competitive market and a $5,000 to $7,000 retainer at least.<\/span><\/p>\n<p><a href=\"https:\/\/seoai.net\/sew-24-_sm_-image-2\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143423\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/3-1024x581.png\" alt=\"Determining the pricing for your client SEO proposal\" width=\"640\" height=\"363\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/3-1024x581.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/3-300x170.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/3-768x436.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/3.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Instead of guesstimations and the painful back and forth of establishing a budget benchmark, you\u2019ll now have an overview of where the business is and how you can contribute in terms of revenue. So these calculations can help you <\/span><a href=\"https:\/\/seoai.net\/sew-24-_lib_-set-the-right-price-4\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">set the right price<\/span><\/a><span style=\"font-weight: 400;\"> for that client profile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even if you choose not to put that forecasting scenario in your proposal and instead negotiate KPIs after the SEO technical improvements are in place (the third or fourth month of collaboration), you\u2019ll have an important internal calibration tool at your disposal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The forecasting exercise helps assess if the new client\u2019s objective is worth it and keeps your agency accountable for the SEO strategy you propose.<\/span><\/p>\n<h2>Is the campaign going in the right direction?<\/h2>\n<p><span style=\"font-weight: 400;\">An initial business case with variable scenarios helps the agency define success for the new client. Then, it\u2019s just as important to track the SEO campaign\u2019s progress once it\u2019s in place. After all, forecasting is just a way to estimate a possible future and set \u201ca north star\u201d for both of you. The rest depends on how the <a href=\"https:\/\/searchenginewatch.com\/2021\/01\/19\/ways-to-get-the-most-out-of-your-google-adwords-ppc-strategy\/\" target=\"_blank\" rel=\"noopener\">strategy<\/a> evolves against the shifting context.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s where re-forecasting plays a significant part.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perhaps the agency decides to share KPIs for the first time in the third or fourth month of collaboration after implementing the audit requirements. Or it\u2019s time for the quarterly review, and the initial SEO strategy and subsequent forecasting are scrutinized. Either way, it\u2019s crucial to revise and adapt.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maybe there are new keyword lists to add and model into a traffic scenario or a <a href=\"https:\/\/searchenginewatch.com\/2021\/03\/12\/research-the-integration-of-seo-and-pr\/\" target=\"_blank\" rel=\"noopener\">digital PR<\/a> opportunity to add to the overall plan. Maybe the client has additional products or services that they want to optimize that weren\u2019t included in the starting plan.<\/span><\/p>\n<p><a href=\"https:\/\/seoai.net\/sew-24-_sm_-image-3\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143424\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/4-1024x402.png\" alt=\"\" width=\"640\" height=\"251\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/4-1024x402.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/4-300x118.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/4-768x301.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/4-1536x603.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/4-2048x804.png 2048w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/4.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">For instance, coming back to our perfume shop and its pandemic challenges, it\u2019s important to touch base regularly to see what new opportunities are in store. They might be looking to branch out in the home fragrance industry but don\u2019t know how much demand is in their target market. As their SEO agency, you can re-pitch an SEO campaign based on search data for \u201chome perfumes\u201d and design a <\/span><a href=\"https:\/\/seoai.net\/sew-24-_lib_-creative-digital-pr-campaign-5\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">creative digital PR campaign<\/span><\/a><span style=\"font-weight: 400;\"> with that hook.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This step of the client relationship-building process is an added advantage in proving how you\u2019ve created business value and what more you can do.<\/span><\/p>\n<h2>Summary<\/h2>\n<p><span style=\"font-weight: 400;\">Effectively communicating your proposed SEO campaign\u2019s value is crucial for potential clients to decide if &#8211;\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> the price is right, <\/span><\/li>\n<li><span style=\"font-weight: 400;\">the timeframe is right, <\/span><\/li>\n<li><span style=\"font-weight: 400;\">the ROI is worth it.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It\u2019s also a way to keep your agency honest and accountable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A trustworthy forecasting methodology helps with all of the above, as you get to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Establish a common definition of what success looks like \u2013 rankings achieved for relevant keywords, Visibility achieved against competitors, and other established factors which directly translates to additional traffic, conversions, revenue<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Establish a realistic budget based on the client profile and its Google Ads equivalent value<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep track of the SEO objective and re-forecast when it\u2019s the case to adjust the strategy<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">SEOmonitor\u2019s forecasting module supports SEO agencies to do all that with reliable data and all the necessary variables, taking into account seasonality, YoY trends, and more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, with the Google Slides integration, you get a <\/span><a href=\"https:\/\/seoai.net\/sew-24-_sm_-proposal-builder-6\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Proposal Builder<\/span><\/a><span style=\"font-weight: 400;\"> that automatically pulls the forecast data and transforms your business scenario into a pitch-ready presentation.<\/span><\/p>\n<p><a href=\"https:\/\/seoai.net\/sew-24-_sm_-image-4\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-143425 size-large\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/5-1024x581.png\" alt=\"SEOmonitor's SEO proposal builder model\" width=\"640\" height=\"363\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/5-1024x581.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/5-300x170.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/5-768x436.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/5.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The forecasting module is just one of the solutions SEOmonitor develops for agencies to acquire, manage, and retain more relevant customers.<\/span><\/p>\n<p><a href=\"https:\/\/seoai.net\/sew-24-_sm_-join-us-7\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"><strong>Join us<\/strong><\/span><\/a><strong> in our quest to bring more transparency to the SEO industry!<\/strong><\/p>\n<p><a href=\"https:\/\/seoai.net\/sew-24-_ext_-image-5\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143429\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/6-1.gif\" alt=\"SEOmonitor SEO proposal builder\" width=\"728\" height=\"410\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Because forecasting SEO performance is still a thorny subject in the industry<\/p>\n","protected":false},"author":1092,"featured_media":143428,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,5,27488],"tags":[27725,28115,27748,1012,6142,723,22,239,28114,1119],"content_type":[],"class_list":["post-143420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","category-seo","category-sponsored","tag-budgeting-strategy","tag-client-relationship-building","tag-client-servicing-tips","tag-customer-acquisition","tag-industry","tag-kpis","tag-seo","tag-seo-audit","tag-seo-forecasting","tag-strategy"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/07\/hero.png","category":"Industry","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143420","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=143420"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143420\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/143428"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=143420"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=143420"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=143420"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=143420"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}