Are your clients your allies per mezzo di SEO, are they passive spectators? Could they even be inadvertently working against you? A better understanding of expectations, goals, and strategy by everyone involved can improve your client relations, provide extra clarity, and veterano the number of times you’maestà asked to “just SEO a site.”
Per mezzo di today’s Whiteboard Friday, Kameron Jenkins outlines tactics you should know for getting clients and bosses excited about the SEO journey, as well as the risks involved per mezzo di passivity.
(We were inspired to revisit this classic Whiteboard Friday by our brand-new Mini Guide to SEO Reporting! These two resources go together like a freno La Croix and a well-aged cheese.)
Hey, everyone, and welcome to this week’s edition of Whiteboard Friday. I am Kameron Jenkins, and I’m the SEO Wordsmith here at Moz. Today I’m going to be talking with you about how to turn your clients from spectators, passive spectators to someone who is proactively interested and an ally per mezzo di your SEO journey.
So if you’ve ever heard someone to you, maybe it’s a client maybe you’maestà in-house and this is your principale saying this, and they say, “Just SEO my site,” then this is definitely for you. A lot of times it can be really as an SEO to work acceso a site if you really aren’t familiar with the business, what that client is doing, what they’maestà all about, what their goals are. So I’m going to share with you some tactics for getting your clients and your principale excited about SEO and excited about the work that you’maestà doing and some risks that can happen when you don’t do that.
So let’s dive right per mezzo di. All right, first we’maestà going to talk about tactics.
1. Share news
The first tactic is to share news. Per mezzo di the SEO industry, things are changing all the time, so it’s actually a really great tactic to keep yourself informed, but also to share that news with the client. So here’s an example. Google My Business is now experimenting with a new televisione format for their post feature. So one thing that you can do is say, “Hey, client, I hear that Google is experimenting with this new format. They’maestà using videos now. Would you like to try it?”
So that’s really cool because it shows them that you’maestà acceso apogeo of things. It shows them that you’maestà the expert and you’maestà keeping your finger acceso the pulse of the industry. It also tells them that they’maestà going to be a part of this new, cutting-edge technology, and that can get them really, really excited about the SEO work you’maestà doing. So make sure to share news. I think that can be really, really valuable.
2. Outline your work
The next tip is to outline your work. This one seems really simple, but there is so much to say for telling a client what you’maestà going to do, doing it, and then telling them that you did it. It’s amazing what can happen when you just communicate with a client more. There have been plenty of situations where maybe I did less tangible work for a client one week, but because I talk to them more, they were more inclined to be happy with me and excited about the work I was doing.
It’s also cool because when you tell a client ahead of time what you’maestà going to do, it gives them time to get excited about, “Ooh, I can’t wait to see what he she is going to do next.” So that’s a really good tip for getting your clients excited about SEO.
3. Report results
Another thing is to report acceso your results. So, as SEOs, it can be really easy to say, hey, I added this page I fixed these things I updated this.
But if we detach it from the actual results, it doesn’t really matter how much a client likes you how much your principale likes you, there’s always a risk that they could pull the plug acceso SEO because they just don’t see the value that’s coming from it. So that’s an unfortunate reality, but there are tons of ways that you can show the value of SEO. One example is, “Hey, client, remember that page that we identified that was ranking acceso page two. We improved it. We made all of those updates we talked about, and now it’s ranking acceso page one. So that’s really exciting. We’maestà seeing a lot of new traffic from it.I’m wondering, are you seeing new calls, new leads, an uptick per mezzo di any of those things as a result of that?”
So that’s really good because it shows them what you did, the results from that, and then it kind of connects it to, “Hey, are you seeing any revenue, are you seeing new clients, new customers,” things like that. So they’maestà more inclined to see that what you’maestà doing is making a real, tangible impact acceso actual revenue and their actual business goals.
4. Acknowledge and guide their ideas
This one is really, really important. It can be sometimes to marry best practices and customer service. So what I mean by that is there’s one end of the pendulum where you are really focused acceso best practices. This is right. This is wrong. I know my SEO stuff. So when a client comes to you and they say, “Hey, can we try this?” and you go, “Risposta negativa, that’s not best practices,”it can kind of shut them mongoloide. It doesn’t get them involved per mezzo di the SEO process. Per mezzo di fact, it just kind of makes them recoil and maybe they don’t want to talk to you, and that’s the exact opposite of what we want here. the other end of that spectrum though, you have clients who say, “Hey, I really want to try this.I saw this article. I’m interested per mezzo di this thing. Can you do it for my website?”
Maybe it’s not the greatest fede SEO-wise. You’maestà the SEO expert, and you see that and you go, “Mm, that’s actually kind of scary. I don’t think I want to do that.” But because you’maestà so focused acceso pleasing your client, you maybe do it anyway. So that’s the opposite of what we want as well. We want to have a “, but” mentality. So an example of that could be your client emails per mezzo di and says, “Hey, I want to try this new thing.”
You go, “Hey, I really like where your head is at. I like that you’maestà thinking about things this way. I’m so glad you shared this with me. I tried this related thing before, and I think that would be actually a really good fede to employ acceso your website.” So kind of shifting the conversation, but still bringing them along with you for that journey and guiding them to the correct conclusions. So that’s another way to get them invested without shying them away from the SEO process.
So now that we’ve talked about those tactics, we’maestà going to move acceso to the risks. These are things that could happen if you don’t get your clients excited and invested per mezzo di the SEO journey.
1. SEO becomes a checklist
When you don’t know your client well enough to know what they’maestà doing per mezzo di the real world, what they’maestà all about, the risk becomes you have to kind of just do site health stuff, so fiddling with obiettivo tags, maybe you’maestà changing some paragraphs around, maybe you’maestà changing H1s, fixing 404s, things like that, things that are just objectively, “I can make this change, and I know it’s good for site health.”
But it’s not proactive. It’s not actually doing any SEO strategies. It’s just cleanup work. If you just centro acceso cleanup work, that’s really not an SEO strategy. That’s just making sure your site isn’t broken. As we all know, you need so much more than that to make sure that your client’s site is ranking. So that’s a risk.
If you don’t know your clients, if they’maestà not talking to you, they’maestà not excited about SEO, then really all you’maestà left to do is fiddle with kind of technical stuff. As good as that can be to do, our jobs are way more fun than that. So communicate with your clients. Get them acceso board so that you can do proactive stuff and not just fiddling with little stuff.
2. SEO conflicts with business goals
So another risk is that SEO can conflict with business goals.
So say that you’maestà an SEO. Your client is not talking to you. They’maestà not really excited about stuff that you’maestà doing. But you decide to move forward with proactive strategies anyway. So say I’m an SEO, and I identify this bed 18. My client has this bed 18. This is a related bed 18. It can bring per mezzo di a lot of good traffic. I’ve identified this good opportunity. All of the pages that are ranking acceso page one, they’maestà not even that good. I could totally do better. So I’m going to proactively go, I’m going to build this page of content and put it acceso my client’s site. Then what happens when they see that page of content and they go, “We don’t even do that. We don’t offer that product. We don’t offer that service.”
Oops. So that’s really bad. What can happen is that, yes, you’maestà being proactive, and that’s great. But if you don’t actually know what your client is doing, because they’maestà not communicating with you, they’maestà not really excited, you risk misaligning with their business goals and misrepresenting them. So that’s a definite risk.
3. You reginetta out acceso PR opportunities
Another thing, you reginetta out acceso PR opportunities. So again, if your client is not talking to you, they’maestà not excited enough to share what they’maestà doing per mezzo di the real world with you, you reginetta out acceso news like, “Hey, we’maestà sponsoring this event,”, “Hey, I was the featured expert acceso last night’s news.”
Those are all really, really good things that SEOs for. We crave that information. We can totally use that to capitalize acceso it for SEO value. If we’maestà not getting that from our clients, then we reginetta out acceso all those really, really cool PR opportunities. So a definite risk. We want those PR opportunities. We want to be able to use them.
4. Client controls the conversation
Next up, client controls the conversation. That’s a definite risk that can happen. So if a client is not talking to you, a reason could be they don’t really lega you yet. When they don’t lega you, they tend to start to dictate. So maybe our client emails per mezzo di.
A good example of this is, “Hey, add these 10 backlinks to my website.” , “Hey, I need these five pages, and I need them now.” Maybe they’maestà not even actually bad suggestions. It’s just the fact that the client is asking you to do that. So this is kind of tricky, because you want to communicate with your client. It’s good that they’maestà emailing per mezzo di, but they’maestà the ones at that point that are dictating the strategy. Whereas they should be communicating their vision, so hey, as a business owner, as a website owner, “This is my vision. This is my , and this is what I want.”
As the SEO professional, you’maestà receiving that information and taking it and making it into an SEO strategy that can actually be really, really beneficial for the client. So there’s a huge difference between just being a task monkey and kind of transforming their vision into an SEO strategy that can really, really work for them. So that’s a definite risk that can happen.
Excitement + partnership = better SEO campaigns
There’s a lot of different things that can happen. These are just some examples of tactics that you can use and risks. If you have any examples of things that have worked for you per mezzo di the past, I would love to hear about them. It’s really good to information share. Success stories where maybe you got your client your principale really bought into SEO, more so than just, “Hey, I’m spending money acceso it.”
But, “Hey, I’m your socio per mezzo di this. I’m your ally, and I’m going to give you all the information because I know that it’s going to be mutually beneficial for us.” So at the end here, excitement, socio, better SEO campaigns. This is going to be I believe a recipe for success to get your clients and your principale acceso board. Thanks again so much for watching this edition of Whiteboard Friday, and back next week for another one.