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Successful SEO Consulting for @Hubspot #AgencyExpertSeries Webinar

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How to develop a successful SEO consulting business? Take a look at criteria & tips learned from +10 years in SEO consulting.

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Successful SEO Consulting for @Hubspot #AgencyExpertSeries Webinar

  1. 1. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Successful 
 SEO Consulting #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  2. 2. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries I’m Aleyda Solis
  3. 3. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries +10 Years of SEO experience in the agency side, in- house specialist and as an independent consultant
  4. 4. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries I own a boutique SEO consultancy called Orainti
  5. 5. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Helping brands that you likely know
  6. 6. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Achieving organic search visibility increase
  7. 7. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Driving scalable organic search growth
  8. 8. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries That ultimately achieves a positive ROI
  9. 9. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries As well as happy clients
  10. 10. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries How can you do the same and develop 
 a successful SEO consulting business? #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  11. 11. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Start by establish your USP in SEO: Why they should hire you specifically and not another agency or consultant? #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  12. 12. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Start by establish your USP in SEO: Why they should hire you specifically and not another agency or consultant? #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Trust: Ethical principles as a consultant, that will not put in risk your clients business and will keep complete transparency in the actions to be implemented. ๏ Convenience: Offering all digital marketing or SEO capabilities? ๏ Specialization: Offering specific SEO services and in-depth knowledge and experience?
  13. 13. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Verify that there’s a fit with the type of client and project before pitching, accepting or signing a new deal #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  14. 14. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Verify that there’s a fit with the type of client and project before pitching, accepting or signing a new deal #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Size of business: Do you target a high volume of small clients or low volume of big clients? ๏ Type of business: Do you target B2B or B2C clients? ๏ Type of industry: Do you specialise on businesses of certain industries? ๏ Type of projects: Do you specialise on projects that cover certain SEO activities or specific markets?
  15. 15. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Set the right expectations early on about the SEO process times, resources and flexibility required to make things happen #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  16. 16. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Set the right expectations early on about the SEO process times, resources and flexibility required to make things happen #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Access to internal data in order to have required information to advise ๏ Minimum expected time to see improvements *after* recommendations are executed ๏ Flexibility & resources required by the client to implement recommendations ๏ Involvement from the client teams to execute and align efforts
  17. 17. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Have someone from the client side to be the “SEO champion/ owner” who should be your main contact point and should help to coordinate and get things done #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  18. 18. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Have someone from the client side to be the “SEO champion/ owner” who should be your main contact point and should help to coordinate and get things done #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ An internal SEO project manager who should have necessary capacity “approve” actions and goals ๏ Someone who can internally communicate and coordinate to make things happen across different areas
  19. 19. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Ask (and validate yourself) about any previous SEO activities or changes that could influence the current site rankings and can also serve as an input for the process #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  20. 20. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Check what worked well and what didn’t in the past ๏ Verify if the site has suffered from penalisations ๏ Obtain information about former structural Web changes as migrations or redesigns ๏ See if the business has other Web properties in production or for test purposes Ask (and validate yourself) about any previous SEO activities or changes that could influence the current site rankings and can also serve as an input for the process
  21. 21. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Start with a complete audit & research to understand the business 
 & site status & context in the industry, as well as situation and USP vs competitors #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  22. 22. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Even if you’re focusing on a specific side of SEO is critical to have as much understanding as possible of the context to identify opportunities and establish an effective strategy ๏ A technical, content, link popularity analysis, audience search behaviour vs. competitors should be required to start Start with a complete audit & research to understand the business 
 & site status & context in the industry, as well as situation and USP vs competitors
  23. 23. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Always develop your own keyword research, to validate the audience behaviour yourself, even if the client already provide their own data, to identify opportunities #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  24. 24. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Take client “off-line” market knowledge into consideration ๏ Use former SEO process or PPC campaigns keyword and competition research as an input ๏ Always validate yourself by developing your own keyword and competition research as these can easily change over time ๏ Don’t use only a single data source, verify with as many sources as it is viable Always develop your own keyword research, to validate the audience behaviour yourself, even if the client already provide their own data, to identify opportunities
  25. 25. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Replicate the audit and research to be “mobile targeted” in order to validate for the upcoming mobile first Google index #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  26. 26. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Replicate the audit and research to be “mobile targeted” in order to validate for the upcoming mobile first Google index #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Use the “smartphone” crawler when doing the technical audit and “mobile” segmentation for keyword and content research ๏ Identify potential gaps between the desktop and mobile optimisation status that should be closed before the release of Google’s mobile first index
  27. 27. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Prioritize your topics/terms/ keywords targets not only based on volume, relevance, competition and seasonality but also their potential profitability towards the business #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  28. 28. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Prioritize your topics/terms/ keywords targets not only based on volume, relevance, competition and seasonality but also their potential profitability towards the business #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Check with client to align the keyword research outcome based on business criteria: if there are categories or types of services or products that they want to prioritise due to profitability, a new release or competition reasons ๏ The final selection should be balanced to cover both low-hanging fruit as well as highly beneficial but more competitive topics
  29. 29. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Establish relevant & reasonable kpis as well as goals along your client based on what’s feasible to implement and the desired ultimate business outcome #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  30. 30. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ For the KPIs: Which are the different aspects, areas and activities that you will be working on for which you can easily obtain reliable “success indicators”? ๏ For the Goals: What’s the final outcome that the client is looking to achieve from a business perspective? Establish relevant & reasonable kpis as well as goals along your client based on what’s feasible to implement and the desired ultimate business outcome
  31. 31. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Develop actionable SEO recommendations based on the audit findings, specifying the required technical, content or promotional resources to implement them #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  32. 32. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ For every identified issue in the SEO audit an actionable recommendation should be made to implement the solution ๏ Every recommendation should specified if it’s going to require technical, content or promotional support from the client, in order to coordinate well its execution Develop actionable SEO recommendations based on the audit findings, specifying the required technical, content or promotional resources to implement them
  33. 33. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Take screenshots to every SEO issue identified to document them, and provide examples of every relevant scenario, as well as all the identified instances to be fixed #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  34. 34. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Taking and including screenshots of the identified issues in the SEO recommendations is critical so is easier to fix them as well as to document them in case there are doubts in the future about their previous status ๏ Do the same every time you validate an implementation Take screenshots to every SEO issue identified to document them, and provide examples of every relevant scenario, as well as all the identified instances to be fixed
  35. 35. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Prioritize SEO recommendations based on the identified issues and opportunities taking into consideration their potential impact to achieve the desired goals #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  36. 36. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Assign a priority to each recommendation based on how critical it is to achieve the desired goals ๏ Priorities should be updated when recommendations are shared with the client based on the effort required to implement them ๏ Highest impact, easier to implement actions should then be first Prioritize SEO recommendations based on the identified issues and opportunities taking into consideration their potential impact to achieve the desired goals
  37. 37. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Agree on a clear and “agile” implementation roadmap, with specific deadlines to launch the established activities that you should follow-up 
 with the client #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  38. 38. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Development and launch times should be agreed along the client for each recommended action, following the agreed priority. ๏ Follow an “agile” approach to launch fast with an “iterative/ incremental” thinking. ๏ All the required stakeholders involved in the process should agree and approve the established roadmap. Agree on a clear and “agile” implementation roadmap, with specific deadlines to launch the established activities that you should follow-up 
 with the client
  39. 39. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Get early involvement from all the relevant stakeholders who should also include SEO goals as part of their own areas ones #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  40. 40. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Get early involvement from all the relevant stakeholders who should also include SEO goals as part of their own areas ones #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ The different areas involved in the SEO related implementations should also make them part of their goals, in order to obtain their actual attention and care ๏ Each stakeholder involved in each task should attend the calls & meetings around them, and understand the desired final outcome as well as the reason behind
  41. 41. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Keep an on-going & transparent communication with the client about your work status with frequent calls to “touch base” and clarify any doubts during the implementation process #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  42. 42. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ A fluid communication is critical to make sure that you clarified any doubts that the client might have and recommendations are implemented as expected instead of finding issues at the end. ๏ It’s also important that the client knows the status of the tasks that you are in charge of execute to effectively align each other and keep updated. Keep an on-going & transparent communication with the client about your work status with frequent calls to “touch base” and clarify any doubts during the implementation process
  43. 43. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Document all the the findings, deliverables and communication with the client in a project management system that will also facilitate the process coordination #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  44. 44. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Use a project management system for every interaction with the client so is easier to share after with other team members if necessary or follow-up. ๏ From Basecamp to Jira, use a system that better fit to the SEO process characteristic. Document all the the findings, deliverables and communication with the client in a project management system that will also facilitate the process coordination
  45. 45. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Always validate yourself the implementations before and after they are launched to make sure they have been executed as specified #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  46. 46. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Always validate yourself the implementations before and after they are launched to make sure they have been executed as specified #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Enable a “test” environment that replicates the one in production to validate and approve directly every implementation before it is released. ๏ Always check yourself again after each implementation is executed to check it has been effectively taken to production.
  47. 47. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Report about the KPIs, goals and activities status every month, suggesting improvements based on the current situation #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  48. 48. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Report about the KPIs, goals and activities status every month, suggesting improvements based on the current situation #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Share monthly reports during “formal” clients follow-ups showing the advancement from an implementation perspective and their impact in the KPIs and goals. ๏ Make the reports actionable, so you recommend on actions to take additionally or change based on the results achieved until then.
  49. 49. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries SEO is an iterative/ incremental process: if you identify that something is not working, be flexible to pivot or change and viceversa, if something works better, to focus or expand #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  50. 50. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Re-Prioritize the process recommendations & connected actions based on the identified results if you see that something is not working as expected or working better than what you planned. ๏ Re-align and agree with all the stakeholders so they are aware of the changes and the reasons behind. SEO is an iterative/ incremental process: if you identify that something is not working, be flexible to pivot or change and viceversa, if something works better, to focus or expand
  51. 51. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Parallel to your client work, keep updated by following up with Google updates, SEO related news and findings from industry publications and twitter
  52. 52. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Parallel to your client work, keep updated by following up with Google updates, SEO related news and findings from industry publications and twitter #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Due to the continuous changing nature of SEO is critical to keep updated. ๏ Follow main industry publications like SEL, SEJ, SERoundtable, as more reliable sources. ๏ Twitter offers a great way to keep updated as well as interact and promote your own content and findings. ๏ Take with a “grain of salt” what you read, double verify with more and reliable sources, your own tests and “common sense”.
  53. 53. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Drive tests with your own sites to validate hypothesis on what is working applied to the different scenarios you have with your clients #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  54. 54. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Drive tests with your own sites to validate hypothesis on what is working applied to the different scenarios you have with your clients #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ It’s critical that you double verify yourself what you “read” from others, even reliable sources. ๏ Remember that there are usually many ways to implement and achieve the same results and they might change based on each site context. ๏ Develop your own tests with a purpose, to validate the viability to achieve results in other ways that are feasible to implement.
  55. 55. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Share about your experiences in your own blog, as well as third-party platforms that can drive you more visibility as LinkedIn or industry blogs to develop your authority #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  56. 56. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Sharing about your own experiences is one of the best ways to receive feedback, additional ideas or confirm your findings. ๏ Publishing will also bring your business visibility and authority, as well as could be a potential client driver or get you invite to share in events. ๏ Use third-party platforms along your own blog in order to reach a wider audience, especially at the beginning. Share about your experiences in your own blog, as well as third-party platforms that can drive you more visibility as LinkedIn or industry blogs to develop your authority
  57. 57. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Go to digital marketing events to network with other SEOs, stay updated and if possible share by speaking about your experiences with the community #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  58. 58. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Go to digital marketing events to network with other SEOs, stay updated and if possible share by speaking about your experiences with the community #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Learn and ask directly to industry leaders that you might not have access to otherwise. ๏ Expand your network, exchange ideas, learn and even identify business opportunities or bring new leads in a more “personal” setting with people who you might not have known otherwise or only seen online… make friends. ๏ Meet clients or partners in a different and funner environment.
  59. 59. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries You can also go to other industries conferences to network, inspiration, share about your SEO knowledge and get potential leads #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  60. 60. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries You can also go to other industries conferences to network, inspiration, share about your SEO knowledge and get potential leads #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Great to get out of the “echo chamber” and bring new ideas to your SEO activities. ๏ They are better settings to get leads from, as you will be interacting with a non- SEO audience and community, that could become potential clients.
  61. 61. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries When you achieve the expected results, ask for clients testimonials or success stories that you can publish in your site, proposals and share with potential clients to establish trust #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  62. 62. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries When you achieve the expected results, ask for clients testimonials or success stories that you can publish in your site, proposals and share with potential clients to establish trust #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ “it's not bragging if it's true”, ask permission to your clients to share about the SEO results you have helped to achieve (anonymizing sensible data) and/or get a testimonial from them. ๏ Your happy clients will also likely become a main source of leads with spontaneous referrals, let them know they will be appreciated.
  63. 63. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Establish your USP Verify Client & Project Fit Set right client expectations Have a client-side SEO Champion Check for old SEO activities Start with an audit & research Develop your own KW research Make your SEO mobile first Use business criteria for KWs Use business for KPIs & Goals A recco for each found issue Take screenshots to document Prioritize SEO recommendations Set agile schedule to execute Share SEO goals & involvement Keep an ongoing communication Use PM system for coordination Always validate implementations Actionable results reports Be flexible to change strategy Keep updated with SEO news Develop your own tests Share & blog 
 your experiences Network by going to conferences Go out of the SEO echo chamber Ask for testimonials Let’s wrap-up!
  64. 64. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries It’s time to grow your SEO Consulting #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  65. 65. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Thanks!
 Questions? #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries

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