How to Improve Your Services as an SEO Provider.
Think like one of your customers.
Honestly, that could sum up the entire article. If you want to improve any type of product or service, you have to think like one of your customers.
Know What Customers Expect.
If somebody is going to give you their dollars, it’s up to you to make sure they get what they want. Better yet, go above and beyond what a customer expects because that’s what they deserve. It’s the best way to say “Thanks for giving me your hard-earned money!”
There are a number of ways to find out what customers expect. Research, statistics, social media. More importantly, don’t bundle customers up into generalized categories. Treating a customer as “business” or “organization” or “clueless entrepreneur”… that’s not right. Instead, treat them like a person. Each individual who hires you will have their own set of unique expectations. So… ask.
Be an SEO Expert.
That’s not the same thing as being an expert who offers SEO services. A web developer can have SEO skills, but they are still an expert in building websites. A copywriter can offer SEO services, but they are still an expert in writing copy.
As an SEO expert, it is your responsibility to continue learning. That’s because search engine optimization strategies continue changing. The time and effort comes out of your own pocket, but it also keeps you ahead of the curve.
You’re not the only SEO provider.
How are you different from others? The strategies are pretty basic. Build links, use keywords, publish fresh content, rinse & repeat.
The methods in which you help clients optimize for search engine traffic should be yours. More importantly, they should be unique. There is no one-size-fits-all, cookie cutter approach. Experiment, but don’t gamble. Measure and analyze, but don’t assume that what works for one client will work for another.
I can’t stress this enough. You’d be surprised to know how many clients leave their SEO providers—and jump around—just because they weren’t getting any proof. Remember that most clients have no idea what you’re doing, all they know is that is costs $XX/month.
You can’t guarantee front page placement, so how can you prove that (a) you’re doing something and (b) it’s worth the cost.
If you answered “I can’t” then quit now. Go do something else with your life. For everyone else, a deliverable report showing Analytics has to include narrative.
Don’t assume clients understand what a ‘bounce rate’ means or why they should care that it’s decreased over the quarter. Consider how comfortable each client is with the information in a report. Even if they are fairly knowledgeable you should still take the time to include notes that break down how certain tasks have affected certain data and how you can continue to provide—and prove—results.