The first and perhaps most important thing about achieving SEO success is making the client understand why it is necessary and how Google navigates around it. If a client hires a specialist, you can bet that expectations will be high. However, if the customer knows and appreciates the process of SEO building and keyword targeting, he or she will be more realistic with outcomes and will know that it does not happen overnight.
Landing the first page on Google searches is not just about using the right keywords. There is a careful analytic process that precedes keyword assignment and placement to make a website stand out from the Internet “crowd.”
As digital marketers, it is our job, no DUTY, to make clients understand why our expertise and services matter. We’ve seen too many so-called agency hoppers who go from one professional to another because they don’t really understand why things are done a certain way. With a bit of explaining, clients’ expectations will be more aligned with what you can actually deliver — and that’s when they stop “hunting” and stay.
Remember that most clients are not tech-savvy. All they really know is when they type something into the Google search box, results come out. They also know that what they want is to land the first page. They don’t really bother with the hows and whys, don’t know anything about Google keywords, search engine optimization and similar concepts. This why some form of client education is in order.
Expect Problems When Results Are Not Aligned With Expectations
A client who wants his auto dealership on the front page, for instance, will not care if his company lands page one via SEO or PPC. He probably won’t even bother to find out the difference between the two. SEO is a result of organic effort, while PPC is simply a paid ad. However, all your client will see is whether his company is there or not.
By explaining to your client what SEO does from the very beginning, you can manage expectations. If he or she just wants to be visible right here-right now, then suggest PPC (which might not be in your menu of services). But if you can explain the long-term benefits of a solid SEO program, such as a steady increase in organic traffic by using the right keywords, then your client will not have a fit when he sees a sponsored post by his competitor.
A Little Knowledge Moves Mountains
Do not be that haughty company that scoffs at clients for not knowing what SEO can do. If they don’t know how Google works, explain in the simplest terms so they can better appreciate what you are doing and how they can benefit over the long-term. Remember, the average person is not as obsessive over Google keywords as we are — and that’s because this is what we do for a living.
It takes time, effort and patience to educate your client about SEO keywords, but it’s an investment that’s worth getting into, especially if you want clients that stay for the long haul. By engaging your client into your process, you establish a more connected relationship and, in the end, both you and the customer is happy.