We are all very well aware that the SEO landscape is one that is always changing. Keeping up with the Googles and Bings of the world is a job that requires constant management and upkeep.
For those of us who work in the industry, it’s easy to forget what are our roles are when servicing client needs. This is why over the years, and moving forward, the role of the SEO becomes more than just ranking web pages at the top of search engine results. Our roles need to factor in what our clients are really looking for, which usually involves more sales and more money in their pockets.
Understanding these client needs and how to properly service them is the key to any successful digital marketing agency. Let’s discuss some key factors that help you build a strong relationship with your clients. Tip number one.
Understand Their Business Goals
Perhaps the most misunderstood aspect of managing SEO clients is understanding how they perceive the value of the services you provide. Many SEOs, especially those who are just starting out, tend to focus on search engine rankings as the main metric to report progress to their clients.
However, as search engine marketing has evolved, rankings alone no longer impact the client’s bottom line like they did in the past. With the “Google dance” and the fluctuation of search engine rankings, most business owners really don’t understand how rankings are impacting their bottom line unless the SEO agency is heavily involved in understanding customer acquisition and return on investment.
If you want to provide actual value to your clients, you need to understand their business and how it operates. You should also understand how much leads and customers are worth and then correlate that information into the work you’re doing as an SEO. If you can show your clients how both organic and paid search marketing campaigns are leading to increased sales or leads and then also understand the value of those sales and leads, your clients will always see the value in the service that you’re providing.
In short, you need to understand what your client considers valuable.
If your client cares about leads, and you are sending ranking reports every month, your clients quite possibly will ask themselves, “What am I paying for?” or “How is this SEO service providing value to my company business and bottom line?”
In order to prevent this situation from arising, set the example from the get-go when you start working with managing a client. Talk to them about how their business operates, how they value the traffic and leads from their website, and other digital marketing channels. Discuss with them at length how important it is for you as an SEO to understand their business models.
Written by Albert Costill
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Fivenson Studios is based in Ann Arbor, Michigan, our graphic design team specializes in logo and webpage design, as well as marketing campaigns for social and print media. From flyers and brochures to targeted landing pages, we aim to bring your company into the spotlight and reach a greater range of potential customers.