The Do’s and Don’ts of Selling SEO
June 25, 2020
As a digital marketing agency owner, SEO should be one of your top services. It brings your clients more and better results and brings you more sustainable and profitable business. But how do you sell it to a client?
Here are things you should be doing when selling SEO — and what you absolutely should never do.
Don’t: promise things you can’t deliver on.
Getting into SEO means playing the long game. This means that you may not get results for several months. Your client absolutely needs to understand this and be okay with it. Do not promise them huge results in one month, and do not promise they’ll be ranking #1 on Google. Their expectations should be set by you according to a variety of factors, but they should expect to wait 3-6 months to see results.
Do: try this 3-minute trick.
A great way to convince your client that they need SEO is the following: get on Google with them and search their services in their city. Look at the search results and show your client that they are not among the first organic search results. This is a very visual and visceral way to make them see that they need SEO.
The best part is, they will lead the conversation. Want to see how? Our CEO JC explains this trick in detail in this video.
Don’t: agree to do any black hat SEO strategies
Black hat SEO strategies are practices that don’t abide by search engine guidelines, and are considered unethical. This includes keyword stuffing, using bots to create content, and buying links. If your client wants to do any of these strategies, do not agree, and explain to them firmly but clearly why and how they can actually hurt their site more.
Do: audit their website
Before you sell SEO to your client, you should do a technical audit of their site. This can be done in less than two hours, and at the end, you have concrete data and observations that you can bring to your client. You can clearly explain what’s missing from their site and how you will improve it with SEO.
SEO is a robust service that involves the work of many people, even more people than a service like PPC or Facebook Ads. The content writing, optimizations, constantly updated strategies, and other tasks take time and effort, and you deserve to be paid for that work. Also, SEO is an investment, and clients should see it as such.
Do: bundle SEO with other services
A great way to offset costs for your client and get them to pay what SEO is worth is to bundle it with other services, like PPC.
SEO and PPC work well together, and if you bundle them for a slight discount, you can sell two services, and the client feels like they got a great deal (which they did). They’ll get even better results, and also feel more calm waiting for SEO results as they see PPC leads coming in.
You can also bundle with Facebook Ads, which has a high churn rate. This way, if your client cancels Facebook in a few months, they may keep SEO, especially if it’s getting good results.
Daniela Chamorro Mantica
Professional and creative writer with a passion for digital storytelling. I hold a BA in English from Amherst College, and have over 4 years of experience writing for a variety of industries, including non-profits, higher education, custody law, and marketing.