When pitching SEO to a client, do you include a detailed strategy for backlinks? For example, map out a reverse silo for them with keywords/keyword-clusters associated with each page/post that will make up the silo?
What do you generally include in your pitch?
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Nope.. we tell them as little as I think they will understand.
I feel like this is akin to a doctor telling you how what you need is a sterile hemogoblin extraction and analysis testing for negative proteins and foreign molecular substances … Errr … A blood test. Clients shouldn't care or even be expected to understand the intricacies of the solution. That's why they hiring you.
Zavala » Terry
Noah Lopata 🎓
Nope and they don't ask or care one bit
When I had serious surgery I never thought about asking me doctor about how he was going about making me well again. I just wanted a good result. That's all clients want
I don't go into a lot of detail but we talk about backlinks in our proposal we send to them. I agree that a lot of customers don't care as long as you get results. I do think though educating your customers as much as they can retain in Lehman's terms builds more trust before they even become a client. Think of yourself as the trusted advisor and act as if you can help them and they will really appreciate that and trust you.
Yeah same here. But I had a prospect who has an SEO friend (who I really don't think it's an amateur, but sells SEO services) and he tore my proposal apart to him because I didn't provide enough information. He called it "vague" and "much to general" because all I provided was a recommended link building effort that didn't include any details about the silos I'd build. I thought it was a little unrealistic because 1. clients aren't going to understand, 2. It takes a lot of time to research the silos and perform keyword research and I refuse to do work for free.
Leff » Chris
Yeah bro, sometimes you will get those "SEO experts" who say things that sound great in theory but can't get their own results. Honestly this type of client may become a headache and it may not be worth having to explain every month to your client who will be bugged every month by his friend. His friend could potentially try to discredit your work or results every month. If he's already being a PIA now.
Chris » Leff
Yep! Exactly my thoughts.
Leff » Chris
Follow your instincts!
Leff » Chris
Our worst clients ever we had to fire and we had all the warning signs. Luckily it went pretty good but if we would've gotten even better results beyond the first three months it would have harder to fire them.
You explain enough to get them to sign off on what you need. Some places have internal content people and without a clear reason why you need the content they will flake out, fingerpoint and fail.
Only if they ask.
Otherwise, avoid unless you want 100 questions about why Neil Patel told them something different in a blog one time
I don't even show them what I do or even tell them. They get a report that shows and upward trend. They literally have no idea what I do for Search Engine Optimization (SEO). They know they get more traffic, rankings and engagement.
This is the EXACT reason why a lot of SEO users struggle to close new clients and charge a premium for their solutions.
When pitching SEO, most SEO users will want and feel like it's important to layout all the methods or all the features of what they do. This creates confusion (pain) in most prospect's mind and also just frames you as a commodity in the marketplace, with no real perceived value and urgency.
If the prospect's mind is confused or overwhelmed, it will never make a decision. The brain will always want to go with the easiest option to what makes sense to soothing, to the biggest current problem/pain
Keep your language to what's already familiar to the prospects and what they value the most. Yes, give them some context to what you do and why it works, but align it to their word, their business and their big problem you solve for them.
If you do this, you will be miles apart from most SEO users pitching and will be able to charge a higher fee for your solution
Nice feed 👍
Steven Kang 👑
I always ask what's their knowledge of SEO from 1 to 10 at the beginning of each encounter. The lower the score, I tell less on technical stuff. Regardless, you need to be able to paint the bigger picture of how SEO fits into their marketing efforts and what to reasonably expect by spending X.
Shawn » Steven Kang
100% so you know how simple or technical to get with them lol
Leff » Steven Kang
That's a great question to ask them. I think that's a great way to gauge your convo with them.
Lee » Steven Kang
Note, clients lie. Lol
Steven Kang 👑 » Nix Lee If you aren't sure, you can poke again with the right question just to make sure. 😀
Lee » Steven Kang
This is amazing, Steven Kang!
I'll start using this question.
I always go down this long route of starting with the basics to see how they react then go from there. Never considered just asking haha. Ahhh how simple things seem with hindsight! Great tip, thank you Steven. Definitely one for the arsenal.
Steven Kang 👑
In addition to my comment above, you need to find out why they are interested in your service in the first place. Get inside their head or lose your case.
These may satisfy you:
» A Client stopped SEO Services because he/she can’t know the SEO Recipe that made his/her Website Ranking
» Is There a Standard Template for SEO Reporting?
» A Breakdown of What SEO Work Has Been Done a Month by Month