One of the problems with a crowded industry, like search marketing, is that generic, descriptive names won’t stand out. “Search Marketing Agency” may describe what you do, but such a name makes it difficult to differentiate yourself. A quirky name, like “RedFrog”, make be memorable, but may do little to convey what you’re about.
When you’re in meetings with clients, it’s essential that you really hammer home the benefits of SEO and why they NEED the service you are offering. Here are some statements and facts that you should learn off by heart and all of them should be used in your meetings with clients;
P.S. The eHow article was published last summer, but I got a handy pointer to it from someone in my Twitter feed this week. (I can’t remember who shared it, and can’t find it due to Twitter’s cruddy search capabilities.) Whoever it was, thank you for changing my life!
I’m sure fellow marketers will agree, developing and executing a solid strategy that consistently provides you with new clients and guarantees timely payments will save you quite a few grey hairs, and probably your sanity… but above all, let you keep your boat afloat.
And for those willing to commit the time, energy and resources into building a profitable SEO company, a time will come when you get swamped with too much work. For these two situations, outsourcing is the perfect solution.
Google continues to perpetuate a world where they encourage the exact type of behavior they are trying (supposedly) to stop. Why is there so much spamming, deceptive advertising, affiliate desperation and gray/black hat SEO? Simply because they have ceased to foster any sort of fair or open environment where legitimate businesses can compete- so people get desperate. It’s harder than ever to get your business seen in Google- even if you’re willing to pay for it.
Once NAP has been established, search engines will look to local directories to see if they confirm the accuracy of the NAP. If errors are found (e.g. different addresses or names) then the search engines will lose confidence in which information to display to users. A classic example of this would be a business moving locations and leaving up old information about itself across business directories.
Still, I can’t imagine working for someone else, I guess it’s my nature. I’m not a “trade time for money” kind of guy. I prefer to be in control of my destiny no matter what…but it certainly isn’t getting any easier.
The first thing you need to prepare is a plan of action report. This is what you will present to the business owner(s) at the meeting as you talk them through what the process will be and how it will increase their website traffic and ultimately get them more leads/customers. I lay mine out like this:
Thank you for your post, it made for a very interesting and well worthy read. I am from the UK and going for a second job interview with a local SEO company very soon. One of the tasks in my interview is to present to them how I will drive new business for their company. They currently only work from referrals but want to rapidly expand their client base. I have been studying my socks off learn all I can about SEO and how to drive business. The main way, I can think of personally, would be to cold call local businesses. Now I understand that if we ‘were that good an SEO company then we shouldn’t have to cold call’, but my argument is that we would just be using any advantage we can in order to develop our business. They already use Twitter and Facebook and go to shows and seminars etc. Do you think cold calling would be a useful way to drive business into an already reasonably well established SEO organisation? If not, do you have any more advice on how I could do this. I am determined to get this job and any constructive advice from anyone would be greatly appreciative…
If you have location or sell through the channel, get your locations or agents up on mobile geo-optimized landing pages and put inbound links from all the major social profile pages pointing to their profile page.
The more creative you can be with the article the better. If you can think out of the box and get your article published even just in your local paper, you can expect a large response from business owners who read the article.
2. These techniques indeed are must for optimization, yet what we are trying here is splitting anking algo and feeding each component of the formula by a set of techniques. Isn’t it? Wouldn’t search engines algos outdo our techniques?
Web analytics are the key to understanding what’s working, what isn’t and where the biggest opportunities are. Reporting and presentation skills are integral to communicating data driven insights and recommendations to clients and company decision makers.
People love to brag about new companies they are working with. It’s a good and exciting feeling about their future. Take advantage of this. Give each new client a referral letter that offers a cash reward for sending and referring any new clients that your agency signs. This is similar to the partnership program, except I don’t believe you have to pay 10%. A simple fixed amount or small percentage of the first contract is good enough.
By ranking your website for keywords like ‘SEO [INSERT YOUR CITY NAME]’, ‘[INSERT YOUR CITY NAME] SEO’, ‘Buy SEO [INSERT YOUR CITY NAME]’ etcetera etcetera, assuming these keywords have good search volume (which of course you will have researched beforehand using Market Samurai), then you will have these local business owners actually contacting you! If you find yourself in this powerful position then that’s when you can really scale your business up and start earning large amounts of money.
Other methods you can adopt for promoting your business include printing business cards, adding your business ad to classified sites like Yellow Pages and Craigslist, networking with website designers and web content writers, advertising in local newspapers, and using forums and online communities. LinkedIn is another platform through which you can attract clients.
In return, perhaps you’ve had a confused or overwhelmed look on your face, wondering ‘what exactly is local SEO?, ‘how’s it different from your existing SEO efforts?’, and ‘how exactly do you get started?’
Google is one of the biggest (by market capitalization) most profitable companies in history, largely due to the fact that its search engine has become a fundamental component of the modern purchase process. It doesn’t matter where or how people hear about a product or service (via social media, television, word of mouth, etc), almost all consumers will “google it” before making a final purchase decision.
You see, some folks (white hats) want to be successful over the long haul, protect the of their brands and websites, and do the hard work to earn long-term success with legitimate page rankings. The black hat folks want to maliciously exploit weaknesses in the search engine ranking algorithms to fraudulently attain higher page rank than what is otherwise deserved. To be honest, sometimes these efforts do work – for a while. However, once the methods and techniques are discovered by the search engines (and they invest enormous resources to discover and combat this), the sites using black hat techniques can be penalized. Search penalties can range from having their placement in the organic search results artificially lowered far down the list to, in some cases, having the website domain permanently purged from search indexes. Beware of taking advice from the black hats, especially if you want a career as an in-house SEO.
So, I would advise you to choose it as the platform for your website. For the design, you can hire a professional website designer for a few hundred bucks. But if you are on a tight budget, consider buying a fully customizable professional theme.
Google My Business (GMB) is considered a directory, but it’s a biggie, so it deserves its own section. It’s very important for local businesses to claim their Google My Business (and Bing Places for Business) page. It’s free and can get you incredible exposure if you’re optimized enough to show up in Google’s local three-pack:
There are also a ton of emerging metadata schemas out there – Open Graph, Twitter Card, Google-specific (Authorship, etc.), Schema.org, and others. Best practice is to build this front-end metadata into your templates where appropriate and have them pull the right attributes from the database or have your writers enter the values into the CMS at the point of content creation.
Organic Links – These are links you don’t have to ask for, and they are the best kind. Especially if you can get them on sites with high authority such as major news outlets and other well-recognized name websites.
NOTE: When I first started in this business, I had absolutely no experience of face to face selling. However, after landing only my second meeting using the techniques I’ve already explained in the guide so far, I managed to secure my first client in only my second meeting with a business owner… And it was a deal worth £2,000 (~US$3,200) per month!
You can add extra revenue sources by partnering with professionals and offering your clients more value added services such as SEO copywriting, article writing, web design, graphic / banner design, e-commerce setup, WordPress installation, etc.
Sure I can advertise other places…but I can’t reach Google’s customers there. As an individual I can choose to use another search engine, but as a business I cannot magically make potential customers do the same. I HAVE to use Google or give up a huge market share.
SEO businesses have exploded onto the scene within the last few years. They have never been SO popular because websites are such an important part of business nowadays. As of today, it remains as one of the most reliable business sectors in the internet marketing industry.
What creating any SEO business, it’s vital that you start with developing your personal brand. The first thing I would recommend is to decide who you want to be in this industry and how you want to differentiate yourself.
Outline your pricing strategy. Here are a few ideas on how to price without engaging in a race to the bottom. Outline how you’re going to sell. What sort of advertising and marketing will you do? Outline your core values. What do you believe? What are your principles? Outline the factors most critical to your success. What are the things you must do in order to succeed?
Page 2: Explain very briefly what methods you are going to use for offsite SEO (link building). Try not to dwell on this part with the client as most will not be tech savvy and this part can really confuse them.
There is a huge community of search professionals. They need software tools, data, advice and other services. Obviously, SEOBook follows a hybrid of this model. We provide premium tools, while also engaging in consulting through our community forums. Those who don’t value their time are not a good fit. But those who do value their time can get a lot out of the community in short order, without the noise that dominates so many other forums. The barrier to entry is a feature which guarantees that the members are either a) already successful, or b) deeply understand the value of SEO, which in turn increases the level of discourse.