SEO, or search engine optimization, is the process of making a website more visible on search engines like Google. SEO’s main goal is to make a website rank higher in search engine result pages (SERPs) in order to drive organic, or non-paid, traffic to it.
A study conducted by BrightEdge revealed that organic search drives 53% of all site traffic, emphasizing the importance of SEO in digital marketing. Businesses can reach a larger audience, boost website traffic, and increase the likelihood that website visitors will become customers by optimizing their websites for search engines.
It is no longer possible to remain competitive in the modern digital era using only traditional marketing strategies. With the rise of the internet and online shopping, businesses must adapt and leverage modern marketing strategies like SEO. Businesses can increase their online visibility and reach by customizing their websites and content to match these criteria by learning how search engines operate and the factors they take into account when ranking websites.
Becoming an SEO Specialist
The demand for SEO specialists is growing as more businesses recognize the value of a strong online presence. According to a forecast by Research & Markets, the SEO industry is set to reach a staggering $129.6 billion by 2030, demonstrating the increasing demand for SEO skills.
To become an SEO specialist, one must possess a deep understanding of how search engines work, as well as skills in keyword research, SEO auditing, link building, content creation, and analytics. It can also be helpful to have knowledge of coding, web design, and user experience (UX).
However, having the technical skills is just one part of the equation. To effectively sell your SEO services, you need to know how to pitch them convincingly.
Pitching SEO Services
Selling SEO services to local businesses is a nuanced process that requires a well-planned strategy. Here’s an explanation of the steps involved:
Analyze Customer Situation
First, make sure you have a thorough understanding of the client’s company. This means knowing their industry, competitors, target audience, and current online presence inside out. For instance, if the client is a local bookstore, look at how they’re currently positioned in search engine results, what keywords they rank for, who their main competitors are, and what demographic they cater to. Use tools like Google Analytics, SEMRush, or Ahrefs to gather data.
Propose a Solution
Based on your research, propose an SEO strategy tailored to the client’s needs. For the bookstore example, you might suggest optimizing their site for local search terms, improving their website’s speed and mobile responsiveness, and creating a blog to share book reviews and author interviews. Ensure that the strategy aligns with the client’s business goals, such as increasing online sales or attracting more foot traffic to their physical location.
Keep it Simple
While explaining your strategy, avoid industry jargon. Instead of saying, “We’ll increase your domain authority through high-quality backlinks,” say, “We’ll help your website become a trusted source of information, which can make it more likely to appear in search results when people look for books in [city name].”
Provide Impressive Marketing Material
Showcase your expertise and professionalism with high-quality marketing materials. This could be a detailed SEO audit of the client’s website, showing areas for improvement. Or, create a visually appealing presentation that outlines your proposed strategy and the expected results. For example, “By implementing these changes, we aim to increase your website traffic by 50% within six months.”
Tell a Story
Engage the client with a compelling story. Share a case study of a similar business you’ve helped in the past. For instance, “We worked with a bookstore in [another city], and after implementing our SEO strategy, their online sales doubled within a year.”
Send a follow-up email outlining the key points following the pitch. This might look like, “Thank you for considering our services. We’re excited about the potential to help [bookstore name] reach more book lovers in [city name]. As discussed, our proposed strategy involves [briefly outline strategy]. We look forward to potentially working with you.”
By thoroughly understanding your client’s needs, proposing a relevant and effective SEO strategy, and communicating in a clear and engaging manner, you can successfully pitch your SEO services to businesses. Remember, SEO is a long-term investment, so be patient and persistent.
Delivering Effective SEO Results
Securing a client through a successful SEO pitch is just the beginning of your journey. The real work starts after you’ve won the job, as it’s now your responsibility to deliver the results you promised. The following list provides ideas on how to effectively execute your proposed strategy and achieve tangible SEO results.
Set Clear Expectations
From the onset, manage your client’s expectations about what SEO can achieve and how long it will take. SEO is a long-term strategy – results aren’t immediate. Make sure they understand this to avoid disappointment down the line.
Create a Detailed Plan
Develop a comprehensive SEO strategy based on your initial analysis. This ought to cover link development, content optimization, technical SEO upgrades, keyword research, and more.
Implement the Plan
As soon as you have a thorough plan in place, get to work carrying it out. This could entail altering the structure of the website, producing fresh content, optimizing already-existing content, constructing backlinks, etc.
Use SEO tools to track your progress. Keep an eye on key performance indicators such as bounce rate, organic traffic, and keyword rankings. You can use this data to determine what is effective and what requires improvement.
Send your client regular updates on the SEO campaign’s development. Include key metrics like changes in rankings, traffic increases, and conversion rates.
Iterate and Improve
It takes time to do SEO well. It requires continuous effort and optimization based on the results you’re seeing. You should modify your strategy if specific keywords are not yielding the desired results. Produce more of the content that is drawing in the most traffic, if that is the case.
Maintain open channels of communication with your client. Regularly update them on what you’re doing, why you’re doing it, and how it’s benefiting their business.
Deliver on Promises
Finally, make sure you deliver on your promises. If you’ve promised a certain increase in traffic or improvement in rankings, work hard to achieve those goals. While SEO is unpredictable and results can’t be guaranteed, doing your best to fulfill your promises will build trust and foster a long-lasting relationship with your client.
Achieving SEO Success
In conclusion, delivering effective SEO results goes beyond a successful pitch. It calls for careful planning, conscientious execution, ongoing optimization, and a thorough understanding of the client’s needs. The best way to achieve this is by leveraging your skills, knowledge, and expertise in SEO.
Combine these with a compelling sales pitch, and you’ll not only win clients but also deliver on your promises, fostering long-term relationships built on trust and mutual success. Remember, in the world of SEO, your work speaks louder than words. So, let your results do the talking.