Building Better Customer Experiences - Whiteboard Friday

Building Better Customer Experiences - Whiteboard Friday
Building Better Customer Experiences - Whiteboard Friday
Building Better Customer Experiences - Whiteboard Friday
Building Better Customer Experiences - Whiteboard Friday
Building Better Customer Experiences - Whiteboard Friday

Posted by DiTomaso

Are you mindful of your customer's experience after they become a lead? It's easy to fall in the same old rut of newsletters, invoices, and sales emails, but for a truly exceptional customer experience that improves their retention and love for your brand, you need to go above and beyond. In this week's episode of Whiteboard Friday, the ever-insightful Dana DiTomaso shares three big things you can start doing today that will immensely better your customer experience and make earning those leads worthwhile.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hi, Moz fans. My name is Dana DiTomaso. I'm the President and partner of Kick Point, and today I'm going to talk to you about building better customer experiences. I know that in marketing a lot of our jobs revolve around getting leads and more leads and why can't we have all of the leads.

The typical customer experience:

But in reality, the other half of our job should be making sure that those leads are taken care of when they become customers. This is especially important if you don't have, say, a customer care department. If you do have a customer care department, really you should be interlocking with what they do, because typically what happens, when you're working with a customer, is that after the sale, they usually get surveys.

- Surveys

"How did we do? Please rate us on a scale of 1 to 10," which is an enormous scale and kind of useless. You're a 4, or you're an 8, or you're a 6. Like what actually differentiates that, and how are people choosing that?

- Invoices

Then invoices, like obviously important because you have to bill people, particularly if you have a big, expensive product or you're a SaaS business. But those invoices are sometimes kind of impersonal, weird, and maybe not great.

- Newsletters

Maybe you have a newsletter. That's awesome. But is the newsletter focused on sales? One of the things that we see a lot is, for example, if somebody clicks a link in the newsletter to get to your website, maybe you've written a blog post, and then they see a great big popup to sign up for our product. Well, you're already a customer, so you shouldn't be seeing that popup anymore.

What we've seen on other sites, like Help Scout actually does a great job of this, is that they have a parameter of newsletter at the end of any URLs they put in their newsletter, and then the popups are suppressed because you're already in the newsletter so you shouldn't see a popup encouraging you to sign up or join the newsletter, which is kind of a crappy experience.

- Sales emails

Then the last thing are sales emails. This is my personal favorite, and this can really be avoided if you go into account-based marketing automation instead of personal-based marketing automation.

We had a situation where I was a customer of the hosting company. It was in my name that we've signed up for all of our clients, and then one of our developers created a new account because she needed to access something. Then immediately the sales emails started, not realizing we're at the same domain. We're already a customer. They probably shouldn't have been doing the hard sale on her. We've had this happen again and again.

So just really make sure that you're not sending your customers or people who work at the same company as your customers sales emails. That's a really cruddy customer experience. It makes it look like you don't know what's going on. It really can destroy trust.

Tips for an improved customer experience

So instead, here are some extra things that you can do. I mean fix some of these things if maybe they're not working well. But here are some other things you can do to really make sure your customers know that you love them and you would like them to keep paying you money forever.

1. Follow them on social media

So the first thing is following them on social. So what I really like to do is use a tool such as FullContact. You can take everyone's email addresses, run them through FullContact, and it will come back to you and say, "Here are the social accounts that this person has." Then you go on Twitter and you follow all of these people for example. Or if you don't want to follow them, you can make a list, a hidden list with all of their social accounts in there.

Then you can see what they share. A tool like Nuzzel, N-U-Z-Z for Americans, zed zed for Canadians, N-U-Z-Z-E-L is a great tool where you can say, "Tell me all the things that the people I follow on social or the things that this particular list of people on social what they share and what they're engaged in." Then you can see what your customers are really interested in, which can give you a good sense of what kinds things should we be talking about.

A company that does this really well is InVision, which is the app that allows you to share prototypes with clients, particularly design prototypes. So they have a blog, and a lot of that blog content is incredibly useful. They're clearly paying attention to their customers and the kinds of things they're sharing based on how they build their blog content. So then find out if you can help and really think about how I can help these customers through the things that they share, through the questions that they're asking.

Then make sure to watch unbranded mentions too. It's not particularly hard to monitor a specific list of people and see if they tweet things like, "I really hate my (insert what you are)right now," for example. Then you can head that off at the pass maybe because you know that this was this customer. "Oh, they just had a bad experience. Let's see what we can do to fix it,"without being like, "Hey, we were watching your every move on Twitter.Here's something we can do to fix it."

Maybe not quite that creepy, but the idea is trying to follow these people and watch for those unbranded mentions so you can head off a potential angry customer or a customer who is about to leave off at the pass. Way cheaper to keep an existing customer than get a new one.

2. Post-sale monitoring

So the next thing is post-sale monitoring. So what I would like you to do is create a fake customer. If you have lots of sales personas, create a fake customer that is each of those personas, and then that customer should get all the emails, invoices, everything else that a regular customer that fits that persona group should get.

Then take a look at those accounts. Are you awesome, or are you super annoying? Do you hear nothing for a year, except for invoices, and then, "Hey, do you want to renew?" How is that conversation going between you and that customer? So really try to pay attention to that. It depends on your organization if you want to tell people that this is what's happening, but you really want to make sure that that customer isn't receiving preferential treatment.

So you want to make sure that it's kind of not obvious to people that this is the fake customer so they're like, "Oh, well, we're going to be extra nice to the fake customer." They should be getting exactly the same stuff that any of your other customers get. This is extremely useful for you.

3. Better content

Then the third thing is better content. I think, in general, any organization should reward content differently than we do currently.

Right now, we have a huge focus on new content, new content, new content all the time, when in reality, some of your best-performing posts might be old content and maybe you should go back and update them. So what we like to tell people about is the Microsoft model of rewarding. They've used this to reward their employees, and part of it isn't just new stuff. It's old stuff too. So the way that it works is 33% is what they personally have produced.

So this would be new content, for example. Then 33% is what they've shared. So think about for example on Slack if somebody shares something really useful, that's great. They would be rewarded for that. But think about, for example, what you can share with your customers and how that can be rewarding, even if you didn't write it, or you can create a roundup, or you can put it in your newsletter.

Like what can you do to bring value to those customers? Then the last 33% is what they shared that others produced. So is there a way that you can amplify other voices in your organization and make sure that that content is getting out there? Certainly in marketing, and especially if you're in a large organization, maybe you're really siloed, maybe you're an SEO and you don't even talk to the paid people, there's cool stuff happening across the entire organization.

A lot of what you can bring is taking that stuff that others have produced, maybe you need to turn it into something that is easy to share on social media, or you need to turn it into a blog post or a video, like Whiteboard Friday, whatever is going to work for you, and think about how you can amplify that and get it out to your customers, because it isn't just marketing messages that customers should be seeing.

They should be seeing all kinds of messages across your organization, because when a customer gives you money, it isn't just because your marketing message was great. It's because they believe in the thing that you are giving them. So by reinforcing that belief through the types of content that you create, that you share, that you find that other people share, that you shared out to your customers, a lot of sharing, you can certainly improve that relationship with your customers and really turn just your average, run-of-the-mill customer into an actual raving fan, because not only will they stay longer, it's so much cheaper to keep an existing customer than get a new one, but they'll refer people to you, which is also a lot easier than buying a lot of ads or spending a ton of money and effort on SEO.

Thanks!

Video transcription by Speechpad.com

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Better Than Basics: Custom-Tailoring Your SEO Approach

Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
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Better Than Basics: Custom-Tailoring Your SEO Approach
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Better Than Basics: Custom-Tailoring Your SEO Approach
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Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
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Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
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Better Than Basics: Custom-Tailoring Your SEO Approach
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Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
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Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach
Better Than Basics: Custom-Tailoring Your SEO Approach

Posted by Laura.Lippay

Just like people, websites come in all shapes and sizes. They’re different ages, with different backgrounds, histories, motivations, and resources at hand. So when it comes to approaching SEO for a site, one-size-fits-all best practices are typically not the most effective way to go about it (also, you’re better than that).

An analogy might be if you were a fitness coach. You have three clients. One is a 105lb high school kid who wants to beef up a little. One is a 65-year-old librarian who wants better heart health. One is a heavyweight lumberjack who’s working to be the world’s top springboard chopper. Would you consider giving each of them the same diet and workout routine? Probably not. You’re probably going to:

1. Learn all you can about their current diet, health, and fitness situations.
2. Come up with the best approach and the best tactics for each situation.
3. Test your way into it and optimize, as you learn what works and what doesn’t.

In SEO, consider how your priorities might be different if you saw similar symptoms — let’s say problems ranking anything on the first page — for:

1. New sites vs existing sites
2. New content vs older content
3. Enterprise vs small biz
4. Local vs global
5. Type of market — for example, a news site, e-commerce site, photo pinning, or a parenting community

A new site might need more sweat equity or have previous domain spam issues, while an older site might have years of technical mess to clean up. New content may need the right promotional touch while old content might just simply be stale. The approach for enterprise is often, at its core, about getting different parts of the organization to work together on things they don’t normally do, while the approach for small biz is usually more scrappy and entrepreneurial.

With the lack of trust in SEO today, people want to know if you can actually help them and how. Getting to know the client or project intimately and proposing custom solutions shows that you took the time to get to know the details and can suggest an effective way forward. And let’s not forget that your SEO game plan isn’t just important for the success of the client — it’s important for building your own successes, trust, and reputation in this niche industry.

How to customize an approach for a proposal

Do: Listen first

Begin by asking questions. Learn as much as you can about the situation at hand, the history, the competition, resources, budget, timeline, etc. Maybe even sleep on it and ask more questions before you provide a proposal for your approach.

Consider the fitness trainer analogy again. Now that you’ve asked questions, you know that the high school kid is already at the gym on a regular basis and is overeating junk food in his attempt to beef up. The librarian has been on a low-salt paleo diet since her heart attack a few years ago, and knows she knows she needs to exercise but refuses to set foot in a gym. The lumberjack is simply a couch potato.

Now that you know more, you can really tailor a proposed approach that might appeal to your potential client and allow you and the client to see how you might reach some initial successes.

Do: Understand business priorities.

What will fly? What won’t fly? What can we push for and what’s off the table? Even if you feel strongly about particular tactics, if you can’t shape your work within a client’s business priorities you may have no client at all.

Real-world example:

Site A wanted to see how well they could rank against their biggest content-heavy SERP competitors like Wikipedia but wanted to keep a sleek, content-light experience. Big-brand SEO vendors working for Site A pushed general, content-heavy SEO best practices. Because Site A wanted solutions that fit into their current workload along with a sleek, content-light experience, they pushed back.

The vendors couldn’t keep the client because they weren’t willing to get into the clients workload groove and go beyond general best practices. They didn’t listen to and work within the client’s specific business objectives.

Site A hired internal SEO resources and tested into an amount of content that they were comfortable with, in sync with technical optimization and promotional SEO tactics, and saw rankings slowly improve. Wikipedia and the other content-heavy sites are still sometimes outranking Site A, but Site A is now a stronger page one competitor, driving more traffic and leads, and can make the decision from here whether it’s worth it to continue to stay content-light or ramp up even more to get top 3 rankings more often.

The vendors weren’t necessarily incorrect in suggesting going content-heavy for the purpose of competitive ranking, but they weren’t willing to find the middle ground to test into light content first, and they lost a big brand client. At its current state, Site A could ramp up content even more, but gobs of text doesn’t fit the sleek brand image and it’s not proven that it would be worth the engineering maintenance costs for that particular site — a very practical, “not everything in SEO is most important all the time” approach.

Do: Find the momentum

It’s easiest to inject SEO where there’s already momentum into a business running full-speed ahead. Are there any opportunities to latch onto an effort that’s just getting underway? This may be more important than your typical best practice priorities.

Real-world example:

Brand X had 12–20 properties (websites) at any given time, but their small SEO team could only manage about 3 at a time. Therefore the SEO team had to occasionally assess which properties they would be working with. Properties were chosen based on:

1. Which ones have the biggest need or opportunities?
2. Which ones have resources that they’re willing to dedicate?
3. Which ones are company priorities?

#2 was important. Without it, the idea that one of the properties might have the biggest search traffic opportunity didn’t matter if they had no resources to dedicate to implement the SEO team’s recommendations.

Similarly, in the first example above, the vendors weren’t able to go with the client’s workflow and lost the client. Make sure you’re able to identify which wheels are moving that you can take advantage of now, in order to get things done. There may be some tactics that will have higher impact, but if the client isn’t ready or willing to do them right now, you’re pushing a boulder uphill.

Do: Understand the competitive landscape

What is this site up against? What is the realistic chance they can compete? Knowing what the competitive landscape looks like, how will that influence your approach?

Real-world example:

Site B has a section of pages competing against old, strong, well-known, content-heavy, link-rich sites. Since it’s a new site section, almost everything needs to be done for Site B — technical optimization, building content, promotion, and generating links. However, the nature of this competitive landscape shows us that being first to publish might be important here. Site B’s competitors oftentimes have content out weeks if not months before the actual content brand owner (Site B). How? By staying on top of Site B’s press releases. The competitors created landing pages immediately after Site B put out a press release, while Site B didn’t have a landing page until the product actually launched. Once this was realized, being first to publish became an important factor. And because Site B is an enterprise site, and changing that process takes time internally, other technical and content optimization for the page templates happened concurrently, so that there was at least the minimal technical optimization and content on these pages by the time the process for first-publishing was shaped.

Site B is now generating product landing pages at the time of press release, with links to the landing pages in those press releases that are picked up by news outlets, giving Site B the first page and the first links, and this is generating more links than their top competitor in the first 7 days 80% of the time.

Site B didn’t audit the site and suggest tactics by simply checking off a list of technical optimizations prioritized by an SEO tool or ranking factors, but instead took a more calculated approach based on what’s happening in the competitive landscape, combined with the top prioritized technical and content optimizations. Optimizing the site itself without understanding the competitive landscape in this case would be leaving the competitors, who also have optimized sites with a lot of content, a leg up because they were cited (linked to) and picked up by Google first.

Do: Ask what has worked and hasn’t worked before

Asking this question can be very informative and help to drill down on areas that might be a more effective use of time. If the site has been around for a while, and especially if they already have an SEO working with them, try to find out what they’ve already done that has worked and that hasn’t worked to give you clues on what approaches might be successful or not..

General example:

Site C has hundreds, sometimes thousands of internal cross-links on their pages, very little unique text content, and doesn’t see as much movement for cross-linking projects as they do when adding unique text.

Site D knows from previous testing that generating more keyword-rich content on their landing pages hasn’t been as effective as implementing better cross-linking, especially since there is very little cross-linking now.

Therefore each of these sites should be prioritizing text and cross-linking tactics differently. Be sure to ask the client or potential client about previous tests or ranking successes and failures in order to learn what tactics may be more relevant for this site before you suggest and prioritize your own.

Do: Make sure you have data

Ask the client what they’re using to monitor performance. If they do not have the basics, suggest setting it up or fold that into your proposal as a first step. Define what data essentials you need to analyze the site by asking the client about their goals, walking through how to measure those goals with them, and then determining the tools and analytics setup you need. Those essentials might be something like:

• Webmaster tools set up. I like to have at least Google and Bing, so I can compare across search engines to help determine if a spike or a drop is happening in both search engines, which might indicate that the cause is from something happening with the site, or in just one search engine, which might indicate that the cause is algo-related.
• Organic search engine traffic. At the very least, you should be able to see organic search traffic by page type (ex: service pages versus product pages). At best, you can also filter by things like URL structure, country, date, referrers/source and be able to run regex queries for granularity.
• User testing & focus groups. Optional, but useful if it’s available & can help prioritization. Has the site gathered any insights from users that could be helpful in deciding on and prioritizing SEO tactics? For example, focus groups on one site showed us that people were more likely to convert if they could see a certain type of content that wouldn’t have necessarily been a priority for SEO otherwise. If they’re more likely to convert, they’re less likely to bounce back to search results, so adding that previously lower-priority content could have double advantages for the site: higher conversions and lower bounce rate back to SERPs.

Don’t: Make empty promises.

Put simply, please, SEOs, do not blanket promise anything. Hopeful promises leads to SEOs being called snake oil salesmen. This is a real problem for all of us, and you can help turn it around.

Clients and managers will try to squeeze you until you break and give them a number or a promised rank. Don’t do it. This is like a new judoka asking the coach to promise they’ll make it to the Olympics if they sign up for the program. The level of success depends on what the judoka puts into it, what her competition looks like, what is her tenacity for courage, endurance, competition, resistance… You promise, she signs up, says “Oh, this takes work so I’m only going to come to practice on Saturdays,” and everybody loses.

Goals are great. Promises are trouble. Good contracts are imperative.

Here are some examples:

• We will get you to page 1. No matter how successful you may have been in the past, every site, competitive landscape, and team behind the site is a different challenge. A promise of #1 rankings may be a selling point to get clients, but can you live up to it? What will happen to your reputation of not? This industry is small enough that word gets around when people are not doing right by their clients.
• Rehashing vague stats. I recently watched a well-known agency tell a room full of SEOs: “The search result will provide in-line answers for 47% of your customer queries”. Obviously this isn’t going to be true for every SEO in the room, since different types of queries have different SERPS, and the SERP UI constantly changes, but how many of the people in that room went back to their companies and their clients and told them that? What happens to those SEOs if that doesn’t prove true?
• We will increase traffic by n%. Remember, hopeful promises can lead to being called snake oil salesmen. If you can avoid performance promises, especially in the proposal process, by all means please do. Set well-informed goals rather than high-risk promises, and be conservative when you can. It always looks better to over-perform than to not reach a goal.
• You will definitely see improvement. Honestly, I wouldn’t even promise this unless you would *for real* bet your life on it. You may see plenty of opportunities for optimization but you can’t be sure they’ll implement anything, they’ll implement things correctly, implementations will not get overwritten, competitors won’t step it up or new ones rise, or that the optimization opportunities you see will even work on this site.

Don’t: Use the same proposal for every situation at hand.

If your proposal is so vague that it might actually seem to apply to any site, then you really should consider taking a deeper look at each situation at hand before you propose.

Would you want your doctor to prescribe the same thing for your (not yet known) pregnancy as the next person’s (not yet known) fungal blood infection, when you both just came in complaining of fatigue?

Do: Cover yourself in your contract

As a side note for consultants, this is a clause I include in my contract with clients for protection against being sued if clients aren’t happy with their results. It’s especially helpful for stubborn clients who don’t want to do the work and expect you to perform magic. Feel free to use it:

“Consultant makes no warranty, express, implied or statutory, with respect to the services provided hereunder, including without limitation any implied warranty of reliability, usefulness, merchantability, fitness for a particular purpose, noninfringement, or those arising from the course of performance, dealing, usage or trade. By signing this agreement, you acknowledge that Consultant neither owns nor governs the actions of any search engine or the Customer’s full implementations of recommendations provided by Consultant. You also acknowledge that due to non-responsibility over full implementations, fluctuations in the relative competitiveness of some search terms, recurring changes in search engine algorithms and other competitive factors, it is impossible to guarantee number one rankings or consistent top ten rankings, or any other specific search engines rankings, traffic or performance.”

Go get 'em!

The way you approach a new SEO client or project is critical to setting yourself up for success. And I believe we can all learn from each other’s experiences. Have you thought outside the SEO standards box to find success with any of your clients or projects? Please share in the comments!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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September 01, 2018 at 12:14AM

Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented

Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented

Posted by HeatherPhysioc

Tell me if this rings a bell. Are your search recommendations overlooked and misunderstood? Do you feel like you hit roadblocks at every turn? Are you worried that people don't understand the value of your work?

I had an eye-opening moment when my colleague David Mitchell, Chief Technology Officer at VML, said to me, “You know the best creatives here aren’t the ones who are the best artists — they’re the ones who are best at talking about the work.”

I have found that the same holds true in search. As an industry, we are great at talking about the work — we’re fabulous about sharing technical knowledge and new developments in search. But we’re not so great at talking about how we talk about the work. And that can make all the difference between our work getting implementing and achieving great results, or languishing in a backlog.

It’s so important to learn how to navigate corporate bureaucracy and cut through red tape to help your clients and colleagues understand your search work — and actually get it implemented. From diagnosing client maturity to communicating where search fits into the big picture, the tools I share in this article can help equip you to overcome obstacles to doing your best work.

Buying Your Services ≠ Buying In

Just because a client signed a contract with you does not mean they are bought-in to implement every change you recommend. It seemingly defies all logic that someone would agree that they need organic search help enough to sign a contract and pay you to make recommendations, only for the recommendations to never go live.

When I was an independent contractor serving small businesses, they were often overwhelmed by their marketing and willing to hand over the keys to the website so my developers could implement SEO recommendations.

Then, as I got into agency life and worked on larger and larger businesses, I quickly realized it was a lot harder to get SEO work implemented. I started hitting roadblocks with a number of clients, and it was a slow, arduous process to get even small projects pushed through. It was easy to get impatient and fed up.

Worse, it was hard for some of my team members to see their colleagues getting great search work implemented and earning awesome results for their clients, while their own clients couldn’t seem to get anything implemented. It left them frustrated, jaded, feeling inadequate, and burned out — all the while the client was asking where the results were for the projects they didn’t implement.

What Stands in the Way of Getting Your Work Implemented

I surveyed colleagues in our industry about the common challenges they experience when trying to get their recommendations implemented. (Thank you to the 141 people who submitted!) The results were roughly one-third in-house marketers and two-thirds external marketers providing services to clients.

The most common obstacles we asked about fell into a few main categories:

• Low Understanding of Search
  • Client Understanding
  • Peer/Colleague Understanding
  • Boss Understanding
• Prioritization & Buy-In
  • Low Prioritization of Search Work
  • External Buy-In from Clients
  • Internal Buy-In from Peers
  • Internal Buy-In from Bosses
  • Past Unsuccessful Projects or Mistakes
• Corporate Bureaucracy
  • Red Tape and Slow Approvals
  • No Advocate or Champion for Search
  • Turnover or Personnel Changes (Client-Side)
  • Difficult or Hostile Client
• Resource Limitations
  • Technical Resources for Developers / Full Backlog
  • Budget / Scope Too Low to Make Impact
  • Technical Limitations of Digital Platform

The chart below shows how the obstacles in the survey stacked up. Higher scores mean people reported it as a more frequent or common problem they experience:

Some participants also wrote in additional blocks they’ve encountered - everything from bottlenecks in the workflow to over-complicated processes, lack of ownership to internal politics, shifting budgets to shifting priorities.

Too real? Are you completely bummed out yet? There is clearly no shortage of things that can stand in the way of SEO progress, and likely our work as marketers will never be without challenges.

Playing the Blame Game

When things don’t go our way and our work gets intercepted or lost before it ever goes live, we tend to be quick to blame clients. It’s the client’s fault things are hung up, or if the client had only listened to us, and the client’s business is the problem.

But I don’t buy it.

Don’t get me wrong — this could possibly be true in part in some cases, but rarely is it the whole story and rarely are we completely hopeless to affect change. Sometimes the problem is the system, sometimes the problem is the people, and my friends, sometimes the problem is you.

But fortunately, we are all optimizers — we all inherently believe that things could be just a little bit better.

These are the tools you need in your belt to face many of the common obstacles to implementing your best search work.

7 Techniques to Get Your Search Work Approved & Implemented

When we enter the world of search, we are instantly trained on how to execute the work – not the soft skills needed to sustain and grow the work, break down barriers, get buy-in and get stuff implemented. These soft skills are critical to maximize your search success for clients, and can lead to more fruitful, long-lasting relationships.

Below are seven of the most highly recommended skills and techniques, from the SEO professionals surveyed and my own experience, to learn in order to increase the likelihood your work will get implemented by your clients.

1. How Mature Is Your Client?

Challenges to implementation tend to be organizational, people, integration, and process problems. Conducting a search maturity assessment with your client can be eye-opening to what needs to be solved internally before great search work can be implemented. Pairing a search capabilities model with an organizational maturity model gives you a wealth of knowledge and tools to help your client.

I recently wrote an in-depth article for the Moz blog about how to diagnose your client’s search maturity in both technical SEO capabilities and their organizational maturity as it pertains to a search program.

For search, we can think about a maturity model two ways. One may be the actual technical implementation of search best practices — is the client implementing exceptional, advanced SEO, just the basics, nothing at all, or even operating counterproductively? This helps identify what kinds of project make sense to start with for your client. Here is a sample maturity model across several aspects of search that you can use or modify for your purposes:

This SEO capabilities maturity model only starts to solve for what you should implement, but doesn’t get to the heart of why it’s so hard to get your work implemented. The real problems are a lot more nuanced, and aren’t as easy as checking the boxes of “best practices SEO.”

We also need to diagnose the organizational maturity of the client as it pertains to building, using and evolving an organic search practice. We have to understand the assets and obstacles of our client’s organization that either aid or block the implementation of our recommendations in order to move the ball forward.

If, after conducting these maturity model exercises, we find that a client has extremely limited personnel, budget and capacity to complete the work, that’s the first problem we should focus on solving for — helping them allocate proper resources and prioritization to the work.

If we find that they have plenty of personnel, budget, and capacity, but have no discernible, repeatable process for integrating search into their marketing mix, we focus our efforts there. How can we help them define, implement, and continually evolve processes that work for them and with the agency?

Perhaps the maturity assessment finds that they are adequate in most categories, but struggle with being reactive and implementing retrofitted SEO only as an afterthought, we may help them investigate their actionable workflows and connect dots across departments. How can we insert organic search expertise in the right ways at the right moments to have the greatest impact?

2. Speak to CEOs and CMOs, Not SEOs

Because we are subject matter experts in search, we are responsible for educating clients and colleagues on the power of SEO and the impact it can have on brands. If the executives are skeptical or don’t care about search, it won’t happen. If you want to educate and inspire people, you can’t waste time losing them in the details.

Speak Their Language

Tailor your educational content to busy CEOs and CMOs, not SEOs. Make the effort to listen to, read, write, and speak their corporate language. Their jargon is return on investment, earnings per share, operational costs. Yours is canonicalization, HTTPS and SSL encryption, 302 redirects, and 301 redirect chains.

Be mindful that you are coming from different places and meet them in the middle. Use layperson’s terms that anyone can understand, not technical jargon, when explaining search.

Don’t be afraid to use analogies (i.e. instead of “implement permanent 301 redirect rewrite rules in the .htaccess file to correct 404 not found errors,” perhaps “it’s like forwarding your mail when you change addresses.”)

Get Out of the Weeds

Perhaps because we are so passionate about the inner workings of search, we often get deep into the weeds of explaining how every SEO signal works. Even things that seem not-so-technical to us (title tags and meta description tags, for example) can lose your audience’s attention in a heartbeat. Unless you know that the client is a technical mind who loves to get in the weeds or that they have search experience, stay at 30,000 feet.

Another powerful tool here is to show, not tell. Often you can tell a much more effective and hard-hitting story using images or smart data visualization. Your audience being able to see instead of trying to listen and decipher what you’re proposing can allow you to communicate complex information much more succinctly.

Focus on Outcomes

The goal of educating is not teaching peers and clients how to do search. They pay you to know that. Focus on the things that actually matter to your audience. (Come on, we’re inbound marketers — we should know this!) For many brands, that may include benefits like how it will build their brand visibility, how they can conquest competitors, and how they can make more money. Focus on the outcomes and benefits, not the granular, technical steps of how to get there.

What’s In It for Them?

Similarly, if you are doing a roadshow to educate your peers in other disciplines and get their buy-in, don’t focus on teaching them everything you know. Focus on how your work can benefit them (make their work smarter, more visible, make them more money) rather than demanding what other departments need to do for you. Aim to align on when, where, and how your two teams intersect to get greater results together.

3. SEO is Not the Center of the Universe

It was a tough pill for me to swallow when I realized that my clients simply didn’t care as much about organic search as my team and I did. (I mean, honestly, who isn’t passionate about dedicating their careers to understanding human thinking and behavior when we search, then optimizing technical stuff and website content for those humans to find it?!)

Bigger Fish to Fry

While clients may honestly love the sound of things we can do for them with search, rarely is SEO the only thing — or even a sizable thing — on a client’s mind. Rarely is our primary client contact someone who is exclusively dedicated to search, and typically, not even exclusively to digital marketing. We frequently report to digital directors and CMOs who have many more and much bigger fish to fry.

They have to look at the big picture and understand how the entire marketing mix works, and in reality, SEO is only one small part of that. While organic search is typically a client’s biggest source of traffic to their website, we often forget that the website isn’t even at the top of the priorities list for many clients. Our clients are thinking about the whole brand and the entirety of its marketing performance, or the organizational challenges they need to overcome to grow their business. SEO is just one small piece of that.

Acknowledge the Opportunity Cost

The benefits of search are no-brainers for us and it seems so obvious, but we fail to acknowledge that every decision a CMO makes has a risk, time commitment, risks and costs associated with it. Every time they invest in something for search, it is an opportunity cost for another marketing initiative. We fail to take the time to understand all the competing priorities and things that a client has to choose between with a limited budget.

To persuade them to choose an organic search project over something else — like a paid search, creative, paid media, email, or other play — we had better make a damn good case to justify not just the hard cost in dollars, but the opportunity cost to other marketing initiatives. (More on that later.)

Integrated Marketing Efforts

More and more, brands are moving to integrated agency models in hopes of getting more bang for their buck by maximizing the impact of every single campaign across channels working together, side-by-side. Until we start to think more about how SEO ladders up to the big picture and works alongside or supports larger marketing initiatives and brand goals, we will continue to hamstring ourselves when we propose ideas to clients.

It’s our responsibility to seek big-picture perspective and figure out where we fit. We have to understand the realities of a client’s internal and external processes, their larger marketing mix and SEO’s role in that. SEO experts tend to obsess over rankings and website traffic. But we should be making organic search recommendations within the context of their goals and priorities — not what we think their goals and priorities should be.

For example, we have worked on a large CPG food brand for several years. In year one, my colleagues did great discovery works and put together an awesome SEO playbook, and we spent most of the year trying to get integrated and trying to check all these SEO best practices boxes for the client. But no one cared and nothing was getting implemented. It turned out that our “SEO best practices” didn’t seem relevant to the bigger picture initiatives and brand campaigns they had planned for the year, so they were being deprioritized or ignored entirely. In year two, our contract was restructured to focus search efforts primarily on the planned campaigns for the year. Were we doing the search work we thought we would be doing for the client? No. Are we being included more and getting great search work implemented finally? Yes. Because we stopped trying to veer off in our own direction and started pulling the weight alongside everyone else toward a common vision.

4. Don’t Stay in Your Lane, Get Buy-In Across Lanes

Few brands hire only SEO experts and no other marketing services to drive their business. They have to coordinate a lot of moving pieces to drive all of them forward in the same direction as best they can. In order to do that, everyone has to be aligned on where we’re headed and the problems we’re solving for.

Ultimately, for most SEOs, this is about having the wisdom and humility to realize that you’re not in this alone - you can’t be. And even if you don’t get your way 100% of the time, you’re a lot more likely to get your way more of the time when you collaborate with others and ladder your efforts up to the big picture.

One of my survey respondents phrased it beautifully: “Treat all search projects as products that require a complete product team including engineering, project manager, and business-side folks.”

Horizontal Buy-In

You need buy-in across practices in your own agency (or combination of agencies serving the client and internal client team members helping execute the work). We have to stop swimming in entirely separate lanes where SEO is setting goals by themselves and not aligning to the larger business initiatives and marketing channels. We are all in this together to help the client solve for something. We have to learn to better communicate the value of search as it aligns to larger business initiatives, not in a separate swim lane.

Organic Search is uniquely dependent in that we often rely on others to get our work implemented. You can’t operate entirely separately from the analytics experts, developers, user experience designers, social media, paid search, and so on — especially when they’re all working together toward a common goal on behalf of the client.

Vertical Buy-In

To get buy-in for implementing your work, you need buy-in beyond your immediate client contact. You need buy-in top-to-bottom in the client’s organization — it has to support what the C-level executive cares about as much as your day-to-day contacts or their direct reports.

This can be especially helpful when you started within the agency — selling the value of the idea and getting the buy-in of your colleagues first. It forces you to vet and strengthen your idea, helps find blind spots, and craft the pitch for the client. Then, bring those important people to the table with the client — it gives you strength in numbers and expertise to have the developer, user experience designer, client engagement lead, and data analyst on the project in your corner validating the recommendation.

When you get to the client, it is so important to help them understand the benefits and outcomes of doing the project, the cost (and opportunity cost) of doing it, and how this can get them results toward their big picture goals. Understand their role in it and give them a voice, and make them the hero for approving it. If you have to pitch the idea at multiple levels, custom tailor your approach to speak to the client-side team members who will be helping you implement the work differently from how you would speak to the CMO who decides whether your project lives or dies.

5. Build a Bulletproof Plan

Here’s how a typical SEO project is proposed to a client: “You should do this SEO project because SEO.”

This explanation is not good enough, and they don’t care. You need to know what they do care about and are trying to accomplish, and formulate a bullet-proof business plan to sell the idea.

Case Studies as Proof-of-Concept

Case studies serve a few important purposes: they help explain the outcomes and benefits of SEO projects, they prove that you have the chops to get results, and they prove the concept using someone else’s money first, which reduces the perceived risk for your client.

In my experience and in the survey results, case studies come up time and again as the leading way to get client buy-in. Ideally you would use case studies that are your own, very clearly relevant to the project at hand, and created for a client that is similar in nature (like B2B vs. B2C, in a similar vertical, or facing a similar problem).

Even if you don’t have your own case studies to show, do your due diligence and find real examples other companies and practitioners have published. As an added bonus, the results of these case studies can help you forecast the potential high/medium/low impact of your work.

Image source

Simplify the Process for Everyone

It is important to bake the process into your business plan to clearly outline the requirements for the project, identify next steps and assign ownership, and take ownership of moving the ball forward. Do your due diligence up front to understand the role that everyone plays and boil it down into a clear step-by-step plan makes it feel easy for others to buy-in and help. Reducing the unknown reduces friction. When you assume that nothing you are capable of doing falls in the “not my job” description, and make it a breeze for everyone to know what they’re responsible for and where they fit in, you lower barriers and resistance.

Forecast the Potential ROI

SEOs are often incredibly hesitant to forecast potential outcomes, ROI, traffic or revenue impact because of the sheer volumes of unknowns. (“But what if the client actually expects us to achieve the forecast?!”) We naturally want to be accurate and right, so it’s understandable we wouldn’t want to commit to something we can’t say for certain we can accomplish.

But to say that forecasting is impossible is patently false. There is a wealth of information out there to help you come up with even conservative estimates of impact with lots of caveats. You need to know why you’re recommending this over other projects. Your clients need some sort of information to weigh one project against the next. A combination of forecasting and your marketer’s experience and intuition can help you define that.

For every project your client invests in, there is an opportunity cost for something else they could be working on. If you can’t articulate the potential benefit to doing the project, how can you expect your client to choose it above dozens of potential other things they could spend their time on?

Show the Impact of Inaction

Sometimes opportunity for growth isn’t enough to light the fire — also demonstrate the negative impact from inaction or incorrect action. The greatest risk I see with most clients is not making a wrong move, but rather making no move at all.

We developed a visual tool that helps us quickly explain to clients that active optimization and expansion can lead to growth (we forecast an estimate of impact based on their budget, their industry, their business goals, the initiatives we plan to prioritize, etc.), small maintenance could at least uphold what we’ve done but the site will likely stagnate, and to do nothing at all could lead to atrophy and decline as their competitors keep optimizing and surpass them.

Remind clients that search success is not only about what they do, it’s about what everyone else in their space is doing, too. If they are not actively monitoring, maintaining and expanding, they are essentially conceding territory to competitors who will fill the space in their absence.

You saw this in my deck at MozCon 2017. We have used it to help clients understand what’s next when we do annual planning with them.

Success Story: Selling AMP

One of my teammates believed that AMP was a key initiative that could have a big impact on one of his B2B automotive clients by making access to their location pages easier, faster, and more streamlined, especially in rural areas where mobile connections are slower and the client’s clients are often found.

He did a brilliant job of due diligence research, finding and dissecting case studies, and using the results of those case studies to forecast conservative, average and ambitious outcomes and calculated the estimated revenue impact for the client. He calculated that even at the most conservative estimate of ROI, it would far outweigh the cost of the project within weeks, and generate significant returns thereafter.

He got the buy-in of our internal developers and experience designers on how they would implement the work, simplified the AMP idea for the client to understand in a non-technical way, and framedin a way that made it clear how low the level of effort was. He was able to confidently propose the idea and get buy-in fast, and the work is now on track for implementation.

6. Headlines, Taglines, and Sound Bytes

You can increase the likelihood that your recommendations will get implemented if you can help the client focus on what’s really important. There are two key ways to accomplish this.

Ask for the Moon, Not the Galaxy

If you’re anything like me, you get a little excited when the to-do of SEO action items for a client is long and actionable. But we do ourselves a disservice when we try to push every recommendation at once - they get overwhelmed and tune out. They have nothing to grab onto, so nothing gets done. It seems counterintuitive that you will get more done by proposing less, but it works.

Prioritize what’s important for your client to care about right now. Don’t push every recommendation — push specific, high-impact recommendations that executives can latch on to, understand and rationalize.

They’re busy and making hard choices. Be their trusted advisor. Give them permission to focus on one thing at a time by communicating what they should care about while other projects stay on the backburner or happen in the background, because this high-impact project is what they should really care about right now.

Give Them Soundbites They Can Sell

It’s easy to forget that our immediate client contact is not always able to make the call to pull the trigger on a project by themselves. They often have to sell it internally to get it prioritized. To help them do this, give them catchy headlines, taglines and sound bites they can sell to their bosses and colleagues. Make them so memorable and repeatable, the clients will shop the ideas around their office clearly and confidently, and may even start to think they came up with the idea themselves.

Success Story: Prioritizing Content

As an example of both of these principles in practice, we have a global client we have worked with for a few years whose greatest chance of gaining ground in search is to improve and increase their website content. Before presenting the annual strategy to the client, we asked ourselves what we really wanted to accomplish with the client if they cut the meeting short or cut their budget for the year, and the answer was unequivocally content.

In our proposal deck, we built up to the big opportunity by reminding the client of the mission we all agreed on, highlighted some of the wins we got in 2017 (including a very sexy voice search win that made our client look like a hero at their office), set the stage with headlines like, “How We’re Going to Break Records in 2018,” then navigated to the section called, “The Big Opportunities.”

Then, we used the headline, “Web Content is the Single Most Important Priority” to kick off the first initiative. There was no mistaking in that room what our point was. We proposed two other initiatives for the year, but we put this one at the very top of the deck and all others fell after. Because this was our number one priority to get approved and implemented, we spent the lion’s share of the meeting focusing on this single point. We backed this slide up verbally and added emphasis by saying things like, “If we did nothing else recommended in this deck, this is the one thing to prioritize, hands down.”

This is the real slide from the real client deck we presented.

The client left that meeting crystal clear, fully understanding our recommendation, and bought in. The best part, though? When we heard different clients who were in the meeting starting to repeat things like, “Content is our number one priority this year.” unprompted on strategy and status calls.

7. Patience, Persistence, & Parallel Paths

Keep Several Irons in the Fire

Where possible, build parallel paths. What time-consuming but high-impact projects can you initiate with the client now that may take time to get approved, while you can concurrently work on lower obstacle tasks alongside? Having multiple irons in the fire increases the likelihood that you will be able to implement SEO recommendations and get measurable results that get people bought in to more work in the future.

Stay Strong

Finally, getting your work implemented is a balance of patience, persistence, communication and follow-up. There are always many things at play, and your empathy and understanding for the situation while bringing a confident point-of-view can ultimately get projects across the finish line.

Special thanks to my VML colleagues Chris, Jeff, Kasey, and Britt, whose real client examples were used in this article.

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