Initially, clients come to me and expect that by putting in a couple of keywords that their page will be number one for very difficult terms the next day. I am not sure where they are getting this idea from, but whoever it is needs stop making these crazy claims. I don’t want to be a wet blanket – but as an industry being more realistic helps our clients succeed and to keeps us sane. This is a going to be a blog post about setting realistic expectations with your clients, and how this will help both you and the industry. Here are three ways to help set realistic expectations:
- Let them know that the internet is not magic – I am not sure where the concept came from that just because a business is on the internet that it will be successful. I am assuming it came from a cartoon or people who have never worked in the industry. Like any other business you need marketing, the ability to find the correct audience, and to have the right product! The internet is another form of store, yes the reach is huge, but business is business.
- Aim low and blow it out – When I worked with one of the best SEO’s in the business this was his model of doing SEO. When you think about the concept, it makes total sense. Let’s say you sent 1,000 unique visitors to a site in a month. If you and your client had agreed that you would try to send 3,000 than it is going to be a tough meeting with the client at the end of the month. However, if you had said that it would be great to get 750 and you receive 1,000 than you are a superstar. Either way you worked the same and got the same result, just one way you have happy clients
- Talk about how big the internet is – This is what I call the Lottery syndrome. People only hear about others who have won the Lottery or were just “one number off”. So naturally when they buy a ticket what they are thinking about is those who have won the lottery or their friends who were so close. In the same way when clients think about the internet all they think about are the Gangham style’s or the eBay’s. Those are great dreams for the site but they need to realize how many places have tried to be eBay or tried to put out a Gangham style video – focus on the sheer amount. Obviously, you don’t want to be crushing dreams here – but again focus on being realistic and what the next step is and you will have happy clients and a de-stressed life! (As de-stressed as the life as an SEO can be!)
Adam Lundquist is the CEO of Nerds Do It Better a Philadelphia based digital marketing company. He has been the number one rated radio host and published in a variety of online and offline publications. When he is not performing SEO he is either yelling at the TV or going for walks. Connect on Google Plus. Tweet at me on twitter. LinkIn with me.
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