If you work in search optimisation then there is no getting away from the fact that things change quickly. It is critically important to be on the ball with new information in order to keep up with the pack. Now that we are into 2011 we are starting to see a few changes to the way people are operating in terms of their Seo, and to be honest there are few surprises.
A fairly unsurprising change is that page rank is even less important when it comes to showing the quality of a website. As you would imagine this is something that people in the sector were aware of last year, but it is becoming more of an issue now. Understanding this fact is the easy part. You may find it difficult though to explain to your client why you are directing them towards sites which do not necessarily have great page rank. We can forget about page rank being a defining factor in whether a site is good, but can you influence your client to feel the same way?
It is likely that the largest change to your work this year is going to be outlining the changes in Search engine optimisation to your clients. You have to find out what they want, and ensure that they can see how you are going to get benefits for them. If your client is unsure why you are doing something, they are going to have a hard time believing that your actions are going to results in success for their business. It is important to take time out of your work to make sure that your client understands about page rank, and why will be giving it scant regard when it comes to judging websites. It's not necessarily an easy thing to do, but you will find that once you have a client on board who understands a little about what you are trying to achieve, they will be easier to work for.
You will find that once your client understands your work a bit more they will be in control of the forward motion of their business which will put them at ease. 2011 is a year for transparency. this is just as important in relation to the search engines as it is for your customers. This year you have three things to remember. Firstly you have to work hard for your client, secondly, there is a need to liaise with your client so that they understand better what you do, and thirdly you need to take advantage of your clients new found knowledge by selling your modern ideas to them.