Search engine optimisation is undoubtedly very important for every business.
Unfortunately, SEO is useless to anyone unless it gets done and has showed results. For inexperienced SEO service clients, the market is similar to a jungle, where they can get lost anytime. Many SEO services can be hard when pitching to new clients that may not understand either by the confusing language or the value behind organic SERP. In today’s post, we will provide you with the preparation phase of selling SEO services to new clients. We exclude the implications that may arise from communication issues with clients.
Without further ado, here are seven steps you need to keep in mind before pitching to a new account:
1. Review the website and perform a quick audit
Look for common mistakes such as incorrect use of robots.txt, on-page optimization factors, information architecture, non static URLs, sitemap issues, link profile analysis and many more. There are many free tools to help you perform a quick audit. You can use a combination of Moz toolbar, SenSEO for Firefox and Open Site Explorer for quick audits. Having access to the clients webmaster tools and analytics can give a more detailed image of the website status in terms of search-friendliness.
2. Analysing the competition
See who ranks at the top positions for the head keywords and examine their SEO effortsl by checking the factors mentioned in step 1. A key factor to understand the level of competition is to perform a comparative link analysis of your selected competitor sites in one of the link analysis tools. For quick audits, you can use the “Compare Sites” option of Open Site Explorer. If you discover that your client’s website is far behind competition, then you need first need to focus on developing content using low competition keywords that are as specific as possible to the website’s content.
3. Negotiate the budget and set up goals for the campaign
First of all you need to communicate the SEO process steps, including keyword research, onsite optimization, link building, reporting & insights and content development planning, by clearly stating why each step is important and how many hours are required for optimisation. Is it a website with less than 100 pages or with a few thousands? Having explained the process steps, you are ready to tell your pricing. Don’t be afraid to ask for the required budget to get things done as scheduled. Remember that you can always come down in price later, but in any case don’t ask for less. In some cases, if you are really busy on other projects, you can raise your rates and stay awake working.
4. Check the ROI for both you and your client
Elaborate what services you will provide for the budget and what will be the length of the agreement. Will they be fixed price services such as keyword research, SEO Audit, Onsite optimization drafts or they will be more complex (link building, ongoing optimization, content development and reporting) and will require a project based approach? In this case, usually one year with option to renew is the preferable length for the project, given that most SEO campaigns take at least 6 months to start yielding their effectiveness.
5. Answer the clients’ expectations and debunk common myths
After completing your initial website audit, ask yourself if you can provide value for the client. If you are certain that you can provide value, quantify your objectives. Objectives can include carefully selected metrics that tie back to the business goals. Objectives can include increasing brand awareness through metrics such as organic search visits, impressions in search results, traffic from branded or non branded search queries and performance goals through increased conversions or customer retention. If possible, you need to debunk some myths regarding SEO such as keyword stuffing or that will bring quick result
6. Sign the contract
Secure the deal and set up a project management plan with all time frames and deadlines for the desired result that will clarify how you will proceed after the contract.
7. Report and evaluation
Monthly reporting that showcases the process of the campaign is an effective way to keep track of the project, give valuable insights and educate your client on the issues and challenges that might obstruct the current project. When reporting, try to deliver your best possible piece of work in the best possible format. Always aiming to improve the communication with the client. Many projects fail because of bad communication with the client, therefore effective communication is required to be on top priority when dealing with the client. Most of the times, presenting an annual campaign overview to your client at the end of your contract period and combining it with a workshop to educate your client and communicate next steps can lead to contract renewal, an outcome of mutual trust developed between you and your client throughout the project.
Here is a good material that can help you convincing your client to get an SEO services for their company website: