Dear SEO Client. You SUCK at Knowing What You Want

29 May
2013

Dear SEO Client. You SUCK at Knowing What You Want

It’s not entirely your fault. Google started it by telling you that rankings were important. Then then they HOSED the algorithm and realized that people would reverse engineer their algorithm, they had to change their stance.

Today, it’s all about focusing on “high quality content” and “keywords that convert”.

I agree 100% on that statement, but the continual shift on what’s important only confuses the customer who doesn’t care about the latest Penguin update, but instead, “where am I ranked in Google for my keyword?!”

Yes, having a term ranked high in Google should send you traffic. But here’s the question I always pose:

Imagine you sell a service for 1K per month. You profit $500 every month that person remains a customer. The average length of a customer of 5 years.

Would you rather have 10,000 people visit your site for a high traffic term, but only have 500 of those people finding what they were looking for?

Or

Would you rather have 4 keywords that each drove in 250 highly targeted visitors to your site for the SAME PRICE as your ONE WORD TERM?

Do the math, and you’ll quickly realize what should be done.

But, many clients are hung up on a “trophy phrase” that they can show off to their friends. Don’t know about you, but I’d rather have money in my bank account instead of a high ranking term that doesn’t convert.

So, the struggle continues as the client stays fixated on that trophy phrase that they *think* delivers them the most business. And while they are looking at that one term, their competition is outgrowing them because they realized that converting keywords are more important than high traffic ones.

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Paul
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Get his thoughts at his blog (www.ranksurge.com) or follow him on Twitter (@semconsulting) G+ (https://plus.google.com/+PaulBliss3)

3 Comments

  1. Craig Kiessling | May 29, 2013 at 12:56 pm

    I completely agree. Most often the clients have zero clue what SEO really is or they have an idea of what it is – which is very incomplete. Many times they want “their site” to rank for some ungodly number of terms…It can really be difficult educating clients in this industry in these times where there are tens of thousands of “experts” selling cheap link packages, social media followers, content farms and a whole slew of other unscrupulous practices; it gives the good ones a bad name, totally screws up the clients’ understanding and the industry suffers as a whole.

  2. Reg Charie | May 30, 2013 at 11:49 am

    It is not even which or how many keywords the client wants, it is the whole process of building a page that follows how Google judges it’s relevance.

    I just had to fire a new client as he was insisting on his own page layout which, frankly speaking, would just not work.

    I have been doing SEO for about 17 years, and if you are going to hire me, you MUST listen to what I am telling you.

  3. Walter | August 1, 2013 at 2:21 am

    Would you rather have 10,000 people visit your site for a high traffic term, but only have 500 of those people finding what they were looking for?
    Or
    Would you rather have 4 keywords that each drove in 250 highly targeted visitors to your site for the SAME PRICE as your ONE WORD TERM?

    As my site is based on content ( editorial ) and not e-commerce and the cash coming from CPM adds, I’ll take the first one please…

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