The document outlines the challenges faced by an SEO consultant named Dave in delivering value to his client, Roger, after a costly audit without generating revenue. It suggests that Dave should focus on solving key issues quickly, understanding client needs, and prioritizing commercial outcomes over detailed SEO tasks. Key takeaways emphasize the importance of client satisfaction, measuring impact, and iterative implementation.

1. @justhipper #BrightonSEO
Why you might need to do
less SEO for better results
Mindy Gofton - @justhipper
Why you might need to
do less SEO for better
results
Mindy Gofton | I-COM
i-com.net/blog
@justhipper

2. @justhipper #BrightonSEO
Meet Dave.
Dave works in
SEO.

3. @justhipper #BrightonSEO
Dave has a new
client

4. @justhipper #BrightonSEO
Who is Dave’s
client?

5. @justhipper #BrightonSEO
Meet Roger

6. @justhipper #BrightonSEO
Meet Steph

7. @justhipper #BrightonSEO
Dave gets to
work.

8. @justhipper #BrightonSEO
Dave’s recommendations
include:

9. @justhipper #BrightonSEO
→ Rewriting 3,000
product descriptions

10. @justhipper #BrightonSEO
→ Reformatting all the
imagery into next gen
formats

11. @justhipper #BrightonSEO
Steph is less than
thrilled with Dave’s
audit.

12. @justhipper #BrightonSEO
Roger doesn’t think
he’s getting value
for money.

13. @justhipper #BrightonSEO
Sound familiar?

14. @justhipper #BrightonSEO
This is why
Roger’s annoyed

15. @justhipper #BrightonSEO
Dave’s agency charges
£100/hr

16. @justhipper #BrightonSEO
Roger needs an ROI of £7
on that fee

17. @justhipper #BrightonSEO
Dave’s audit cost £2000
and hasn’t earned him any
revenue

18. @justhipper #BrightonSEO
Dave’s keyword research
cost £1,500 and nothing
has been implemented.

19. @justhipper #BrightonSEO
Roger is £3,500 in the hole
and in his mind, Dave
hasn’t done anything yet.

20. @justhipper #BrightonSEO
£24,500

21. @justhipper #BrightonSEO
It’s not Roger’s
fault that Dave
doesn’t think
commercially.

22. @justhipper #BrightonSEO
Why is this a
problem for
Dave?

23. @justhipper #BrightonSEO
Dave sees the
investigation and
research as the most
valuable part of his
process.

24. @justhipper #BrightonSEO
Too much focus on small
details has led Dave to
lose site of the objective.

25. @justhipper #BrightonSEO
Dave needs to recognise
that his job isn’t to do SEO,
it’s to satisfy his clients.

26. @justhipper #BrightonSEO
What are Dave’s
client’s pain points?

27. @justhipper #BrightonSEO
What would I do
differently to Dave?

28. @justhipper #BrightonSEO
Fix the big things
and finish the
audit later.

29. @justhipper #BrightonSEO
Find out what
you can do to
make Steph’s life
easier.

30. @justhipper #BrightonSEO
Aim to give
Roger something
that he can be
proud of.

31. @justhipper #BrightonSEO
Month 1 - 2:
→ 30 min to identify the
key issues (£50)
Solve

32. @justhipper #BrightonSEO
→ Technical SEO fixes
(£500)
Solve

33. @justhipper #BrightonSEO
→ Keyword research
(£700)
Solve

34. @justhipper #BrightonSEO
→ Key content revisions
(£2100)
Solve

35. @justhipper #BrightonSEO
→ Abandoned basket
email sequence (£250)
Solve

36. @justhipper #BrightonSEO
→ Social media strategy
(£250)Solve

37. @justhipper #BrightonSEO
→ 1 PR & distribution
(£450)
Solve

38. @justhipper #BrightonSEO
Total cost: £4,300
Solve

39. @justhipper #BrightonSEO
111
Avg. Daily
Transactions
(£45 AOV)
£5000
Avg. Daily
Sales

40. @justhipper #BrightonSEO
130
Transactions
Conversion
Rate
1.5% → 1.75%
£5,850/day

41. @justhipper #BrightonSEO
£150,000 £175,500
30 day average
revenue

42. @justhipper #BrightonSEO
ROI = £4.93
Solve

43. @justhipper #BrightonSEO
Additional Results

44. @justhipper #BrightonSEO
Steph feels that Dave’s
agency is a real partner.

45. @justhipper #BrightonSEO
Roger has 2 PR
placements he can brag
about on the golf course.
Solve

46. @justhipper #BrightonSEO
Dave and his co-workers
have bought themselves
time to get to that ROI of
7.
Solve

47. @justhipper #BrightonSEO
What to do when you get home.

48. @justhipper #BrightonSEO
Get clarity on
your client’s
overall
marketing goals.

49. @justhipper #BrightonSEO
Understand your
client

50. @justhipper #BrightonSEO
Work
cross-team.

51. @justhipper #BrightonSEO
Focus on the
objectives.

52. @justhipper #BrightonSEO
Set internal
soft goals.

53. @justhipper #BrightonSEO
Prioritise tasks
based on impact.

54. @justhipper #BrightonSEO
How much time
do you need for
“good enough”?

55. @justhipper #BrightonSEO
Agree KPIs -
measure &
report.

56. @justhipper #BrightonSEO
Provide proof of
concept.

57. @justhipper #BrightonSEO
Hold regular
internal
activity
reviews.

58. @justhipper #BrightonSEO
Key Takeaways

59. @justhipper #BrightonSEO
Think
commercially
.

60. @justhipper #BrightonSEO
Prioritise
activities based
on objectives.

61. @justhipper #BrightonSEO
Implement as
you go.

62. @justhipper #BrightonSEO
Understand
your client’s
needs and
expectations.

63. @justhipper #BrightonSEO
How your client
feels about the
work you do is as
important as doing
great work.
Solve

64. @justhipper #BrightonSEO
Find the slides:
https://www.i-com.net/blog
Questions for me: @justhipper