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| Selling Search Engine Optimization to Potential Clients
David Touri works for SEO Sydney, providing search engine placement services.
He is currently http://www.valentinoshoesvip.com/ working on The Love Club single matchmaking website and Gay Match Maker gay dating service
website.
David Touri
Is it fair to say that a large percent of website / business owners have
little or no knowledge of what search engine optimization is all about and what
it can do for them. We as SEO specialists know the benefits in terms of
increased website traffic and sales, and it is for this reason we are out there
to help website owners take advantage of this.
A new dawn has arisen, the dot com bubble has burst, competition on the
internet has become very fierce and simply having a website there is not going
to cut it! Websites and their businesses need to be found and offline marketing
is no longer the only option available. Knowing this all to well and what SEO
can do for one business, it is up to all SEO specialists to spread the word and
make businesses see the light.
Having said that, what is an SEO specialist to say to a potential client?
What words of wisdom can he use to sell SEO to the business leaders? Bear in
mind these same business leaders only remember too well the dot com bust and the
false hopes and promises that IT would present their company to the world. The
point that had been overlooked is that they needed SEO to help bring that
exposure. Be careful in your approach when preaching SEO, plan and think
carefully about what you might say.
Below are a few pointers on what to say and what not to when selling search
engine optimization services.
The Don 1. Don guarantee top ranks A big nono. Many SEO consultants guarantee
their clients top rankings in search engines only to later realise that the task
is not that simple and might not be achievable for competitive keywords. This
often leaves the client frustrated, disappointed and in demand of a refund for
their investment.
2. Don offer an exact timeframe for results Achieving top search engine
ranks, and search engine optimization in general, requires a lot of time and in
depth work. There is no exact time or way of predicting when a client website
might hit the free listing top ranks. One thing is for sure, SEO consultants
need to emphasise that time, together with quality SEO work, is needed to
achieve high rankings.
3. Don show any doubt and do your research beforehand Just like an interview
with a prospect employer, be prepared in your first meeting with a client. Do
your research, study the company and its website and note its good and bad
points. You will be expected to express your views on the client website and
make a brief analysis. Don be afraid to be critical and offer some constructive
criticism. Landing a contract is based primarily on building the client
confident in you and your services.
4. Don agree to unethical SEO practices Certain clients may be in a bit of a
hurry to get listed and may ask you to use SEO practices which are considered
unethical. Such practices include using link farms, IP cloaking, hidden text,
etc. Spam techniques can not only hinder your client performance in the search
engines but can also result in a possible ban. It is in yours and your client
best interest to keep away from these futile and harmful practices. Strongly
emphasise this point to your client.
5. Don overdo on your SEO knowledge Stick to what you know best, there is no
point selling spin on SEO. Be honest with your clients and try building an
honest and trustful business relationship. If you are not too sure about certain
practices, do not exaggerate or use them as you will be caught out sooner or
later if the final results do not eventuate. The Do 1. Emphasise that SEO will
increase website traffic and sales The first and foremost thing a client wants
to hear is that you are going to them the money in other words, show that the
website exposure is going to lead to a better ROI (Return On Investment).
increased traffic, visitors and contacts / sales.
2. SEO is a very effective and extremely targeted form of marketing Unlike
expensive TV, radio and press advertising, SEO marketing is relatively cheap and
cost effective. There is less money and effort spent on broadcasting and trying
to appeal to an audience that may or may not be interested. In search engine
marketing, the users are already present and know what they want and where to
get it.
3. It won happen overnight Patience can be a problem when optimizing a
website. You may be asked numerous times by your client it there yet? You should
point out that search engines take time to evaluate and show results. It is
recommended that you declare a period of at least 3 to 6 months to see any real
gains.
4. Offer a free short website analysis for your clients Freebies always go a
long way. Create a free assessment on your clients current website status, show
him / her what the site is lacking and how you would go about enhancing the site
optimization in order to achieve a higher ranking in the search engines. Selling
SEO to a company is never too easy. The clients may see it as a luxury they can
really afford or just another internet gimmick they can do without. It is up to
you to make them see the light and the vast benefits that SEO can bring them, as
a cost effective and extremely powerful marketing solution.
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