Forum Moderators: LifeinAsia
No one can dispute that a number one listing on a prominent engine will see results if it is a popular phrase. Look to the web site statistics, and there is ample evidence to make a strong case in favor of that. But moving beyond simple numerical rankings, a client needs to understand that there is much more work involved over time if they will remain interested in SEO efforts.
Many optimization companies are concerned with maintaining their clients over a length of time, seeing as their payment structure (i.e.: monthly fees) and even legal contracts require that to take place. I do not mean to bring up a topic of retaining clients but I do mean to bring up a topic of retaining a clients interest and happiness - because that seems to be what the industry can live and depend on.
Rankings will improve over time when an SEO begins work, and while a few phrases may dip a bit now and then traffic from the original point where optimization was implemented is going to rise. After a half year or so, when most rankings are stable and much higher traffic will start to level out. After all, there is only so large of an audience that can be targeted.
What happens when the traffic starts to level off? Clients can often become unsettled, wondering why it is that they are paying you to optimize a web site while no more (noticeable) traffic is being delivered.
It seems evident then, that in order to show continuous value for the price of optimization much more detailed reporting must be used. That reporting, should also read much further into the web site than its rankings.
If a client understands that you are much more concerned about their site than search engine rankings, then they will see much more value to keep you around.
In general, some key points that I have found to make a difference are reporting on:
Changes in Site Conversion Rates
Ongoing Competition Analysis
Reporting Changes in the SE Industry (Ex: when Google began providing for AOL)
Further Suggestions to Enhance Online Marketing / Branding Efforts (Ex: Where to Advertise, Site Content Updates, etc.)
What have you found helps keep the client enthusiastic?
Just show them the little traffic line that climbs to about 10x the traffic level and sits there as they pay their monthly fee. Boldly seperate the before and after sections of the graph, of course.
It would make me think the money was worth it. ;)
yea yea, I know
Now, that is exactly what we do. It means more to the client than any ranking report.
Now, that is exactly what we do. It means more to the client than any ranking report.
I absolutely agree, and in every case try to provide the same. After a while though, you can saturate the searching market to a degree that increases in traffic volume appear to be tailing off. It is when that begins to happen that I find it imperative to start looking elsewhere for the "WOW" factor.
In some cases, that may be conversion rates increasing, overall sales, and so on. I suppose I should have clarified that a bit more in my original post, and apologize for not having done that previously.
I find competitve analysis always works well. It shows your client you're interested in their company and their sucess. It's also a great way to keep your client a jump ahead of their competition.
Link building is another great strategy. Whether it be reciprocal links or submissions to niche directories it can be a nice traffic driver.
I like your idea of reporting changes in the SEO industry and will use this for some clients in the future.
