A few years ago, I stopped selling SEO services to prospects who were interested in hiring me as an SEO Specialist. Jumping from initial outreach to an SEO engagement was moving too far, too fast. (I’m not that kind of girl).
Instead of writing up a proposal after a conversation or two, I switched to selling a low-cost, quick turnaround “SEO ROI Analysis.” (I know, I know, LAME. I must think of a much cooler name.)
This ROI Analysis, or Roadmap, for lack of a better name, is designed to uncover the best course of action, with firm deliverables and costs outlined, that will get the client to where they want to be in the time frame we both mutually are aligned with.
Essentially, the Roadmaps are designed to assess if the client will genuinely see ROI from working with me. And to make sure I have properly set expectations that are backed up with data I’ve pulled together and analyzed from their various website and digital marketing accounts.
Beyond what I see from the data, there are 5 key areas I need to decipher where clients fall on the spectrum of the top SEO pitfalls I have seen time and time again. These are the areas I see that make or break an SEO engagement.
By the time I go through the Roadmap and show these companies the battle we’re going to need to suit up for, 50% of them are already tiptoeing backward, hoping they can make a clean getaway.
I totally get it. And I always wish there was an easier way for organizations on their journey to finally hiring an SEO specialist to start seeing results.
What’s Better? Does the “Sara Blakely” SEO Approach Work?
Sometimes, I think some businesses may be better served by jumping in to SEO blindly and hiring a decent agency. Meaning they’re better off not knowing all the challenges, obstacles, details and nuances of what they face, lest they never get started. I call this “The Sara Blakely way of doing SEO.”
Sara Blakely, the mega bajillionaire founder of Spanx, always said that when she was starting out those first few years, navigating and failing her way to produce and market her shapewear, she was so glad she never knew how things were supposed to be done, otherwise she would’ve been too intimidated to ever stay committed.
Those who want it bad enough, will find a way. I truly believe that.
But with SEO, there is too much at stake. And my pet peeve is wasting time. I don’t want to waste my time, or the client’s time (or budget!) on failing to get traction because we didn’t have everyone on board and they were caught blindsided. Personally, I want to come in and make a contribution to growth. I can’t do that if clients aren’t adequately prepared in the above areas.
What do you think? Can businesses who slowly dabble in SEO be effective today? I’ve yet to be convinced.
Jenny Munn
Latest posts by Jenny Munn (see all)
- Why I Scare Off Most Potential SEO Clients Looking for an SEO Specialist – July 14, 2020
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Jenny Munn
Latest posts by Jenny Munn (see all)
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