Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Increase SEO Sales by Teaching Clients about SEO Truths > NetSparsh - Viral Content you Love & Share

Increase SEO Sales by Teaching Clients about SEO Truths

In private consultations with some Search Engine Optimizers I am always amazed at how many people feel it's necessary to hype things up in order to sell their search engine placement services.

Selling hype or setting unrealistic expectations is one of the LEAST intelligent things you can do to build long term client relationships. Instead of scrambling to outdo the next self proclaimed SEO guy's claims, why not try something more in the nature of a soft sell.

By teaching your prospective clients the truth about the SEO process actually will:

  • Enhance your reputation as a professional

  • Diffuse those competitors who ONLY sell hype

  • Increase new sales

  • Generate increased referral business

  • Establish long term client relationships

  • Establish tremendous client loyalty

  • Firmly establish YOUR CREDIBILITY in both the community as well as the industry as a professional who knows how to get results.

In other words, teach people the TRUTH about the process and you'll already gain some immediate advantages because you are educating the prospect by offering them some facts but even more important, something that is EASY to believe. Something that blows away old misconceptions.

Most people are tired of hearing a lot of sales hype.

Try de-mystifying the SEO process and help your prospects to understand what search engine optimization (SEO) can do for their business. It's really just a simple, old-fashioned principle.

More SE visibility = more success for the client More client

success = more referral business for you

Most of the time, your clients will sell your services better than you can ever sell yourself.

Every time you help someone achieve success, it is literally impossible for your business not to benefit as well. Okay, here are some real simple tips:

A. Educate your prospect by telling them the truth.

Try using some of the following points when speaking to your prospects:

  • Explain to your prospect, that your job is not just building a web site. Designing a web site is relatively easy, but this is only 50% of the job. Explain that your effort continues long after the launch of the site.

  • Teach them about a few of the ways your service differs from the traditional Web developer. Your true objective entails more than just concept or design.

  • Your skill is positioning their web site squarely in front of their ideal target audience. Once you get them positioned for maximum exposure, it's your aim to keep them there, right in the limelight.

  • If you're presenting to a group of 2 or more, ask them the name of their favorite search engine. Don't be surprised by their reply but 98% of the time, they'll name one of the MAJOR search engines. This is a great way to begin teaching them something they may have never heard before.

  • Since there are only a "handful" of search engines that everyone uses (the major ones), this is where we place our best promotional efforts. You can demonstrate where their traffic will come from if other clients give you permission to use a couple of their reports as samples.

Ask your prospect, "Did you know that "HITS" are irrelevant?

"That's right, hits do not matter because a HIT is NOT a visitor." You can then explain that each HIT is really an action from the server. In other words, a hit occurs for each and every element downloaded. The number of HITS to a site, are nearly always larger numbers, but this does NOT mean you had any great number of visitors. Teach them about the importance of unique visitor sessions.

Why is this important?

In explaining this difference between a HIT and a VISITOR, you have taught your prospect a truth that could work against the next competitor who comes along behind you and only talks about HITS (which is what many do).

Why do so many competitors talk all about HITS?

Simply because they are BIG numbers which sound impressive particularly if you have no intention of providing the customer with detailed reporting. Teach your prospect the truth, that the important numbers to watch are the actual visitor session counts, not just hits.

Help your client to understand what it is you do.

Does your prospect see your "behind the scenes" service as VITAL? If not, they need some understanding! Explain, "the reason" that business owners hire you, is to ensure their web site is built and launched properly the very first time".

Explain that "Business owners are usually too busy running their business, to worry about all of the requirements of publishing and positioning a web site for targeted traffic and monitoring the results." Help them to understand that you ARE their watchdog for online success. You have come to realize that the more success you bring to them, the more your business grows. You are in this for the long term!

B. Talk to them about the components of success:

Let them know that when you work with their web content, you need some freedom to work with them and provide input. Explain that the best success formula is often a cross between re-writing their content especially for high search engine placement COMBINED with copywriting that is written for the human brain.

It's a combination of having a highly visible web site that also employs techniques that compel their visitors to respond. Explain why this second aspect is so important by saying something like, "Your business does not really begin, until we get your visitor to take action and respond to what they see.

Talk to them about your ability to research their keyword phrases from real time results. Explain to them that you must determine which search phrases will genuinely pull the most targeted traffic into their pages. Tell them you will be asking them for a list of suggested keywords to start. Explain that ultimately you will be analyzing those words and through research, you'll actually find the highest performing phrases with the lowest competition.

You can let them know that the reason your pages score well with major search engines is because you build honest, content-rich pages without the use of any types of tricks, gimmicks or spam.

The strategies you employ are based on using phrases that are first researched and then proven to be currently in usage by consumers within their specific market.

C. Stop trying so hard to sell SEO and learn to dialogue.

Learn to "dialogue" with your prospects in a two-way communication. This is most often successful if you are the one asking the questions. Remember that whoever is asking the questions, is really the one who is controlling and directing the conversation.

Ask questions about from where the prospect would like to take business. Try asking questions like, "Would you be willing to take business from a specific location?" Ask lots of specific questions. If they are only interested in a regional presence, then begin painting a picture in their mind of where they could be getting new business from.

Remember to ask questions about your prospect's distribution of product and services. Demonstrate that you are not just interested in building, positioning and monitoring the site.you are also interested in all aspects of the business such as how they intend to handle distribution. Such conversations not only lead to enhancing client rapport, but will end up triggering new optimization strategies in your mind.

D. Make the most of your newest successes.

Your prospects become your customers and in a short time, they begin telling stories about their success on the web. Don't forget to make the most of these opportunities, after all you've made the effort and promoted your client well, you deserve the credit.

You have demonstrated that your SEO strategies not only work, but in many cases, your efforts will have delivered a dramatic increase in business. Always ask your client's permission first, but they're usually more than happy to distribute your brochure or business cards. This is usually the start to a wonderful trend in ongoing referral business. Always remember to thank your clients for every new referral they send your way.

Ask your clients if they would mind taking the occasional reference call. All you really need are just a few of your client's names and numbers. A list of these satisfied names and numbers can be offered to new prospects. You can be sure this is just one more thing that not a lot of your competitors will be doing.

Search Engine Optimization is one of the biggest missing links in this whole web development industry. It's safe to say that building a web site without a plan for search engine optimization, is the single most expensive lesson that any dot com business has ever had to learn in the last few years. It's only good wisdom that you teach both your prospects and your clients these things up front and early. The results will be a long lasting client relationship where your client wins, your client's customer wins and YOU win too!

E. Enjoy the tremendous lift of knowing that you really are making a difference for your clients.

For thousands of business owners, the investment in solid SEO strategies, are the single missing link to their success. Take action today by employing SEO strategies for your clients and give them the outstanding results they deserve. Remember that success breeds success and when you do an extraordinary job for your client, it was YOUR SEO skills that made the difference. There is tremendous satisfaction in that too!

Best regards,

About The Author

John Alexander is the Co-Director of Training of Search Engine Workshops with Robin Nobles. Together, they teach 2-day beginner, 3-day advanced, and 5-day all-inclusive "hands on" search engine marketing workshops (http://www.searchengineworkshops.com) in locations across the globe. John also teaches online search engine marketing courses through http://www.onlinewebtraining.com, and he's a member of Wordtracker's official question support team. John is author of the e-book Wordtracker Magic (http://www.wordtracker-magic.com)

[email protected]

In The News:


Business.com

3 Ways to Maximize ROI on Your PPC Ads
Business.com
The downside is that PPC campaigns are not the cheapest advertising effort. Done wrong, they can cost a business a small fortune. Research by WordStream found that the average small business spends $1,200 a month on PPC and wastes more than 25 ...


Search Engine Land

The PPC challenge of selling manufacturing capability vs. stock products
Search Engine Land
Google AdWords is a powerful advertising platform, but it can be tricky for companies whose products and services aren't so clearly defined. Columnist Dianna Huff shares how she overcame this problem and got results for a small manufacturing client.


Search Engine Journal

How Your Small Company Can Compete Against Big Brands in PPC
Search Engine Journal
While you may not be in a position to buy full page print ads in national newspapers or produce commercials for TV, pay-per-click (PPC) marketing is a channel that still allows small advertisers to play on the same field – if they know how. In this ...


Search Engine Journal

Top 8 Ideas to Optimize Your PPC Performance
Search Engine Journal
PPC optimizations are essential to sustain or improve your paid search advertising campaigns' performance and reach organizational goals. Sometimes it can be overwhelming – where should you start? There are several components of a PPC account that ...

and more »

Small Business Trends

10 Facebook PPC Tips to Make Your Life Easier
Small Business Trends
Facebook PPC has become one of the most effective advertising strategies in the history of advertising. With over two billion users, virtually any type of business can make an extraordinary use of utilizing Facebook for advertising. Throw in Facebook's ...

and more »

Search Engine Land

The big problem with PPC attribution modeling no one is talking about
Search Engine Land
Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn't really have one — and the more I thought about it, the more I realized that all attribution models are fundamentally flawed in a ...


Self-Storage Marketing: When to Outsource, When to Do It Yourself
Inside Self-Storage
Pay-per-click (PPC) advertising allows businesses to push their website in front of users when they search for related keywords in a search engine like Google. As the owner of the ad, you're only charged when a user clicks on it, hence the name ...


Search, The Keystone Of PPC
MediaPost Communications
According to the “State of PPC,” Hanapin Marketing's annual survey of the pay per click (PPC) advertising industry, channels like programmatic, native, social, and mobile continue to grow and will not stop trying for a better share in the PPC industry ...


Great Day for PPC Automation
Ecommerce News
... but it's filled with keynotes, talks and plenty of networking opportunities. The Great Day will educate on transforming the PPC industry as well as global markets. They will touch upon specific trends and innovations in areas such as search engine ...


Search Engine Journal

13 Reasons Why PPC Brand Bidding Is a No-Brainer
Search Engine Journal
If you're like my clients, you prefer to sell directly to customers (and potentially retain a better margin). You still want to bid on brand so that your ad will appear along with ads placed by your partners and affiliates. And if competitors are ...

Google News

Adlink Success - A New Advertising Style From Google Adsense

There is a new advertising style from Google Adsense that... Read More

Effective Keyword Bidding Strategies

When doing Pay Per Click Advertising you'll often see "Bid... Read More

10 Ways To Indirectly Get To The Top Of Search Engines

There are millions of web sites trying to get listed... Read More

How To Win The War of Pay per Click Advertising.

Do you know what is the most important question among... Read More

Successful Pay Per Click Ad Copy

Writing outstanding ad copy for pay-per-click advertising campaigns is critical... Read More

Dynamic Resource for Adsense: 3 Practical Models Quickly Earn & Maximize Google Adsense Revenue

Looking back in time, I could still remember standing in... Read More

Independent Search Engine & Directory Network (ISEDN) - Breaking News!

Watch out for a shift in the pay-per-click (PPC) industry,... Read More

Pay Per Click Advertising Can Be Very Risky Business

Click fraud is an unfortunate byproduct of the pay per... Read More

Google Adwords ? Manipulating Keywords For Success

As you probably know, Google Adwords is a pay-per-click solution... Read More

Google Adsense, The Smart Way To Earn

Do you want to get paid for posting ads on... Read More

MSN PPC Advertising Network Finally Debuts

MSN PPC Advertising Long-Awaited Debut Announced You probably already know... Read More

Improved PPC Marketing Performance from Time-Tested 80/20 Principle

As marketers and business owners, we're always looking for "the... Read More

Adsense-ble, Or The Art Of Promoting, Without Promoting

Hey, wait a minute. You can't have popups on the... Read More

4 Steps To A Successful AdWords Campaign

Not getting the satisfaction you want from your AdWords account?... Read More

Can I Make Money Online with the Adsense Program?

Sure you can. If you will learn how many other... Read More

When Adsense Makes No Sense: Knowing When Not To Use The Google Adsense Pay-Per-Click Program

Google's AdSense program is a proven money-maker that has enriched... Read More

Easy Clickbank Management with the Right Tools

Clickbank has been around for years and has earned an... Read More

ClickBank Affiliate Woes: When Tracking Breaks Down

Hardly a day goes by without a forum posting in... Read More

Local Business Advertising & Google Adwords

"I don't need the Internet to advertise - I'm a... Read More

Is Pay Per Click your Best Marketing Bet?

You may already have heard of this method to get... Read More

The One Simple Trick That Can Double Your Adsense Revenue

I've been working with Google's Adsense program for a while... Read More

Paying for Website Visitors: The Allure of PPC for Small Biz Owners

There are good reasons why many webmasters and website owners... Read More

Plan Your Way to Pay-Per-Click Campaign Success!

Have you heard the saying, "planning is everything?" Perhaps there... Read More

How to Increase Your AdSense Revenue Stream

Google's AdSense program is one of the best, if not... Read More

What is Google AdSense?

In the mid 1990's websites used to earn income by... Read More