In the Everchanging World of SEO, the Client Remains Consistent
October 4, 2013
There’s no doubt about it, the world of SEO has been thrown some curveballs this year. Between dodging updates and beloved tools changing or being taken away altogether, Google has definitely kept us on our toes. And while it’s easy to get caught up in the “what do we do now” panic as what we once knew becomes a thing of the past, I can’t help but think a few things need to be kept in mind:
- Google isn’t going away any time soon. While Google may limit the information they are providing us, the fact of the matter is Google is here to stay so the race to get a piece of search engine pie will always remain the same.
- Google is also a business. Google is trying to make money just like the rest of us, so it makes sense they are trying to capitalize on their well-established power. We would all kill to know what the exact formula for a Page 1 ranking, but that’s kind of the point isn’t it? If it were easy, it probably wouldn’t be worth and as SEO’s our jobs would be no existent.
- This is our job. This is why clients come to us. They come to us for help because they want more than what they have now and need help getting it.
- What they want it is ROI. Every client is different. Some have yet to break 10 visitors a day, while others are looking to hit the 100,000 uniques for the month, but it all breaks down to the same basic need.
With all of these things in mind, one fact seems to be clear. The relationship between an SEO and their client is more important than ever. From that first conversation, you need to be aware of the business they run and the goals they intend to set for their campaign. While the keyword tool was great, it was also one of the many gauges we used to determine how competitive a term was and if it would bring our client the results they were interested in. It was not an end all be all. And while similar tools out there may have different numbers than we are used to seeing, the general concept remains the same. At the end of the day, a successful SEO should have the expertise to know what’s going to work for your client and with the right communication, come up with a strategy that suits their needs and . Will it take some time and effort? Yes, but remember point #3?
And this brings us to the point on what happens after keyword selection, aka reporting, aka knowing the campaign is working for your client. With a 100% not-provided a reality of the not so distance future, it seems to some that reporting results to clients may be next to impossible. While there are ways to determine what keywords are working, ultimately the results your clients are seeing are the ones that count. If your client says they are not getting the ROI, the response should be more than showing them what keywords are getting traffic. While this definitely should be discussed, it should be part of a much larger conversation to see where adjustments can be made. Rankings, traffic, bounce rate and conversion tracking are going to be vital points to look at and communication with your client will again be key.
Elisa Houghtelin is one of the Account Managers at SEOhaus. If you would like to stay up-to-date on all of the latest SEO industry news and tips, you can subscribe to our blog here. Thanks for reading the SEOhaus blog!