How to Talk to Your Clients About Keywords and Rankings

"The single biggest problem in communication is the illusion that it has taken place.” -- George Bernard Shaw

Communication is one of the keystones for success in SEO and digital marketing. Whether you are an in-house SEO Specialist, or an SEO Specialist who works with multiple clients, clear lines of communication and consistent reporting are key factors in maintaining client buy-in and retaining clients.

Most clients do not understand the many technical factors that go into making an SEO campaign successful. They are looking for results and ROI. Most importantly, they are looking to you to deliver both results and a clear, concise explanation of those results.

If you have worked in the search marketing world long you have experienced that moment on a call with a client. You have demonstrated an increase in organic traffic for the month. Bounce rate is down, engagement by interested customers is way up, and you have shown growth in conversions from the month before. You expect to be lauded as a Hero only to have those expectations dashed when your client says something like, "All that is great. We’re pleased with the progress, but we are still Number 7 on the first page of Google for ‘Widgets and Gidgets Los Angeles’… We need to work harder on that key term.”
 
Work harder? But you have already demonstrated success and ROI. Sure, you would love to move that keyword from position 7 to position 1, but all things considered you know that your entire SEO strategy is more than just that one keyword.

Talking about keywords and rankings can be some of the most frustrating conversations you can have with a client. But there are strategies and tactics you can use to eliminate the frustration from those conversations.
 

Set Realistic Expectations

 

It is not uncommon to get clients who want to rank on the first page of Google for 10 keywords in 30 days. The refrain, "Well we did it before back in 2003!” often accompanies that expectation.
 
Everyone within the Internet marketing community knows that the landscape of search is far different now than it was in 2003. You need to imprint this knowledge on your client very early on in your relationship. A great SEO campaign takes time – content creation, content promotion, and editorial earned link acquisition require months of consistent effort before bearing fruit.
 
SEO is not a quick fix or a get rich overnight scheme. Your client needs to see SEO as a long-term investment that will widen his brand exposure across the Internet, and you are the one that has to implant that concept in his or her brain at the very start of your relationship.
 
You need to clearly layout a timeline and realistic roadmap to SEO success at the very start of your client relationships. Explain the process and give examples on how long it may take to see the kind of results your client expects. Be honest about the challenges you may face, especially if you are faced with a site that needs help recovering from a content or unnatural linking penalty.
 
Under-promising and over-delivering is far better than over-promising and never being able to deliver.

 

Establish Goals and KPIs Beyond Ranking

 

A SEO/Client relationship is like building a house. Build a house on a well-planned and well-thought out foundation it will stand forever. Build a house on a poorly constructed foundation it is doomed to collapse.
 
If you base you relationship with a client solely on keyword ranking then that relationship will forever be about keyword ranking. Every time keyword rankings slip because of a Google algorithm change your client will judge you poorly. Every time a keyword under-performs for a month you are at risk of losing a client to another SEO agency with a slicker sales pitch and a quick fix for imagined ranking whoas.
 
Make sure you build your SEO / Client relationship on a firm foundation, incorporating various goals and KPIs. Keyword ranking should be a part of these shared goals but it should never be the single goal. Focus instead on KPIs that are relevant to your client’s business objectives like overall organic traffic, telephone and email lead quality, and content engagement.
 
Having an open discussion about KPIs and goals also allows you to build a rapport and a relationship with your client. It shows that you are invested in getting results but also fully committed to understanding your client’s business so you can obtain those results.
 
 

Report Consistently and Honestly

 

Get in the habit of sending out comprehensive reports every month to your clients. These reports should include keyword ranking, traffic, and measurements of other KPIs important to your client. Then schedule a time to review the report, page by page.
 
Make sure that your reports are also honest and transparent. A client site got smacked by a Google Algorithm change and lost ranking on certain keywords?  Mention that in your report, then go on to outline a plan to address the situation. Honesty is the building block of a great relationship. Earn the trust of a client, even through rough times, and he or she will stay with you for years to come.