So, what is SEO, After all?
SEO (Search Engine Optimization) is the process of increasing the footfall of a website with the aid of creating editorial listings on a search engine. Definitions aside, good SEO services target more visitors, but broadly focus on improving the quality of visitors that land up on a given web address by creating well optimized, quality content. But it all really can't be just that simple, can it?
The Hurdles
There is so much of information available online on how to do it but there is a lot more to running an SEO company.
Read on to know more on some of the primost challenges any SEO organization encounters on an internal and external level and tips on how to deal with them:
Internal Challenges
1. Putting Together a Reliable Team of Content Writers
Starting out in content writing can be tricky. Finding a reliable team of content creators who steer away from "keyword-stuffing" to give you some out-of-the-box content that is rightly optimized is rather a difficult task and may give you nightmares to start with. Most people get into content writing as a side job or are not too serious about it if they're pursuing it full time - they merely understand the meaning of SEO content!
Help Tip #1: Separate SEO from Generic Content Writing
Education and setting of expectations are one of the main steps one can take to prepare their workforce for a great show. Educate your team on how different SEO is from generic content writing and take them through rigorous training sessions to help them understand the key tools of SEO before they get onboard. Keep a quality check in place to avoid instances of “keyword stuffed†content. Reward the hard workers. A monthly performance review should take you to great heights in terms of putting together a great workforce. Place your bet on freelancers too - you never know when you stumble upon the right man for the job. Besides, freelancers entail zero operational investments which means you can pay them well in return of SEO content that is breakthrough.
External Challenges
2. Jabbering Numbers
A lot of SEO agencies only look to extract a crazy budget from the client on the account of the fact that the client is ignorant of the workings of this new age concept of online marketing. Do you even want to be in business?
Help Tip # 2: Listen Up!
Never start a conversation with "What is your budget?" The deliverables come first! At least, be patient enough to hear about them! First talk about work and then justify your budget. Build trust. Nobody wants to work with someone who burns a hole in their pockets. Clients expect you be providing valuable work for their money. Hey! Everybody wants to save up. It is not like the economic conditions are getting any better any day soon? Do your homework. Be excited about the work being offered! Try to remain excited throughout the sales pitch. Sky high budget demands and unawareness about the client's background are fire shot ways to putting off your new catch for an SEO agency! Explain exactly what you are here to do - there's no way you'll lose the deal!
3. Shoe String Budgets & Lack of Knowledge
The #3 external challenge is that with small companies, there is no overcoming of limited funding. You are bound to a budget! And a thin one that too! Additionally, most clients lack the knowledge of SEO. They've heard their entrepreneur friend go gaga about it and they want to hop on the band wagon too to make it big overnight! A standard presumption of SEO is that it is magic wand - twice waved, and the web address ranks atop Google! SEO firms constantly face the challenge of meeting the commitment of turning the client's website into one of the top browsed sites online.
Help Tip # 3: Set Expectations
Dealing with potential clients or newbie's is one thing, but when out of the blue, BAM! They are the professional calling the shots. Telling you wrong from right! The roles are reversed. Some clients just don't understand how ranking algorithms work! That is when some people just step on your last nerve. You are best advised to remain tight lipped and listen first.
As a consequent step, let the client know of what you do. Take time out and explain it all to the client - SEO, the workings, the results. Tell them that SEO must be an important part of their online marketing strategy but the most well thought strategies too, backfire! Let your client know that it doesn't work like magic and patient investment is the key to go forward. Setting the right expectations will help you retain clients in the long run, even in situations where you weren't able to deliver.
4. Watertight Timelines
Your client is already excited about this new do that can make him big in the online space. What do you do? With SEO, you’re always pressed for time to deliver results.
Help Tip # 4: Take to Division of Labour
In a line of work where time is what matters most, the fact is that it is here that it is most abused. Optimally optimized content generation is the need for almost every campaign. Agencies scramble to meet deadlines to keep their to-be-clients happy. The solution you ask? Set targets for your workforce coupled with catchy incentives for those who meet them. Passing the buck or outsourcing is another viable option in cases where you feel the workload is overpowering and your workforce is unable to deliver. Working round the clock will not only cause stress to your team, it may even eventually cause a burnout! Better division of work is sure to keep the in-house writers and your clients happy.
Again, let your client know that hitting the top spot isn't easy - tell him that you're trying hard and that the "magic" takes time to work!
To Sum Up!
To provide quality work on time without exhaustion is the key to survival and success in SEO business. To tap into potential client market, the deliverables should come first and the budget second. It is absolutely essential to do your homework and look genuinely interested about any sales pitch while dealing with could-be clients.
Sometimes, the client starts to tell you what to do, keep mum and lend an ear. Patience will take you miles. Eventually you will carve a niche for your agency and build credibility over time and rope in many customers.
Managing an SEO agency is a mammoth of a task but this is something that is mastered with experience and time. You will lose some, but you will win! As long as your team is well trained, the real deal lies in juggling time, money and the workforce in dealing with potential clients.
Creating great content is the primost step for SEO to work well.