Selling SEO January 2012


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Selling SEO can be a very difficult exercise if your client doesn't know the benefits.

The presentation gives a few ideas on how you could approach it.

Just remember, keep it real and don't try and pull the wool over their eyes.

Published in: Technology, Business
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Selling SEO January 2012

  1. 1. Header <ul><li>This is your text area </li></ul>Selling SEO January 2012
  2. 2. Introduction <ul><li>Selling SEO is like selling somebody a car without them seeing it or driving it and, in a lot of instances, without them even knowing what a car is used for. </li></ul><ul><li>Most people don’t understand what it is and how it can benefit them. The worst part is that it’s expensive because it’s: </li></ul><ul><li>Time consuming </li></ul><ul><li>Not enough people do it yet and </li></ul><ul><li>There’s only one #1 position on Google (and the others…) </li></ul><ul><li>So how do we get people to try it? </li></ul>
  3. 3. Header <ul><li>This is your text area </li></ul>Transparency <ul><ul><li>Because everybody has heard an SEO horror story in some shape or form, or they hear what you want to charge them for this service, people are immediately skeptical about companies that offer SEO. The way to disarm them would be to take the guesswork out of SEO: </li></ul></ul><ul><ul><li>Tell them about all of the activities that SEO is about and why they’re important. </li></ul></ul><ul><ul><li>Explain that each proposal will come with a complete breakdown of costs with hours allocated to each item. </li></ul></ul><ul><ul><li>Each month will be followed by a report explaining what was done and what has been planned for the next month. </li></ul></ul><ul><ul><li>There are certain things that we must stay well away from: </li></ul></ul><ul><ul><ul><li>Link suppliers – they don’t even want to know about this. </li></ul></ul></ul><ul><ul><ul><li>The list of links – we can supply it if they want, but try and avoid this. It gets tricky when clients start clicking on all the links that we’ve bought them in a month. </li></ul></ul></ul>
  4. 4. Header <ul><li>This is your text area </li></ul>Ethical best practice <ul><li>It must be stated from the beginning that Shake only use best practice methods when doing SEO for our clients. There are people who say they do, but actually don’t and there are people who think they do, but actually don’t and then there’s Shake. </li></ul><ul><li>There is a whiter shade of grey area that we need to discuss though: </li></ul><ul><li>Link building: Shake does in most cases, rent links from suppliers all over the world. This is a pale grey area because it’s anti-Google, but we have no choice. </li></ul><ul><li>Things to focus on: </li></ul><ul><li>We don’t hide text (cloaking), spam landing pages, scrape content, create doorway pages or do any of the other really obviously naughty things. </li></ul><ul><li>We don’t link to clients sites from other clients sites </li></ul><ul><li>We have a sustainable method of building links so we can guarantee TTL’s (time to live) </li></ul><ul><li>We have many ways of building links and one of those methods is renting them for a 6 month period. </li></ul><ul><li>Campaigns are run based on the requirements stated by the customer as well as what the online environment dictates. </li></ul>
  5. 5. Header <ul><li>This is your text area </li></ul>Compelling case studies Everyone likes a good success story so we’ve spent some time putting together a few case studies that showcase some of the successes that we’ve had with clients over the years. We’ve broken it down so that there are a number of different SEO scenarios that are depicted in the case studies. Some are a bit more technical than others, but none are above your target markets. There will be at least some that should appeal to your customers and the concerns they have about SEO. They’ve been created to try and reduce the amount of anxiety they feel towards spending money on SEO, but if not, let us know and we can source other scenarios that might make them feel more comfortable. Every day, we solve more situations that can be converted to a case-study so this list is by no means exhaustive.
  6. 6. Header <ul><li>This is your text area </li></ul>Results <ul><li>Most businesses will not stop spending money if the activity is working for them and generating a return. </li></ul><ul><li>Shake will be the company that does the work, but in order to get the results, you need to do the following: </li></ul><ul><li>Manage the clients expectations very carefully. One wrong move and they will start to become very edgy about SEO (for many years to come…) </li></ul><ul><li>Make sure that you don’t oversell – it’s much easier to show better results, than to discuss why you’re getting nowhere near the projected figures. </li></ul><ul><li>Keep the door wide open in terms of deliverables. Rather don’t promise traffic, revenue, leads etc figures until 6 months into the SEO campaign. There is no way of knowing how your SEO efforts are going to work. </li></ul><ul><li>There are no guarantees in SEO – we always say that if somebody offers a guarantee, then you should stop listening. </li></ul>
  7. 7. Header <ul><li>This is your text area </li></ul>Speed <ul><li>When a client is spending large amounts of money, they want to see results as soon as possible. How? </li></ul><ul><li>In any campaign, there are opportunities that will allow us to target less competitive search terms. </li></ul><ul><li>These are usually long-tail keywords that have smaller volumes, but a higher CTR and therefore a much higher ROI. </li></ul><ul><li>These will allow us to tailor our activities so that these phrases are targeted first and the more generics (more competitive and harder to get rankings for) can come later. </li></ul><ul><li>This allows us to go to the client with some kind of ROI much sooner in the campaign. </li></ul><ul><li>Clients are much happier spending money when they can see that they’re getting something in return. </li></ul>
  8. 8. Header <ul><li>This is your text area </li></ul>Communication and honesty <ul><ul><li>It’s very important to keep communication channels open with the client and guide them through this new process. A few things to remember: </li></ul></ul><ul><ul><li>It doesn’t always work the way we planned so let them know what’s planned and that it might not work. </li></ul></ul><ul><ul><li>Let them know how things are going regardless of whether it’s good or bad. </li></ul></ul><ul><ul><li>When it’s bad, tell them how we’re going to rectify it – we will let you know our plans when we tell you that it hasn’t worked as well as it should’ve. </li></ul></ul>