Get The Most Out Of Your SEO Professional

Get The Most Out Of Your SEO Professional



Many businesses go through all kinds of​ steps before hiring a​ search engine optimization professional. Unfortunately,​ they often then sabotage that person from the​ outset.

Get the​ Most Out of​ Your SEO Professional

As a​ person providing SEO services,​ I can tell you​ there is​ one area that is​ almost always a​ point of​ conflict with clients. This area has to​ do with communication,​ particularly from the​ client to​ the​ person or​ business handling the​ SEO campaign.

Many businesses sabotage their SEO professional right from the​ start of​ the​ game. it​ all has to​ do with knowledge. a​ SEO professional is​ very knowledgeable about the​ search engine ranking process. He or​ she can tell you​ oodles of​ information about algorithms,​ back links,​ inbound links,​ keyword density and other issues you​ probably are not particularly interested in. on​ the​ other hand,​ it​ is​ a​ mistake to​ assume your SEO wizard is​ knowledgeable about your product or​ service area.

Any business has a​ secret bit of​ crucial knowledge locked away in​ the​ minds of​ a​ few individuals high up in​ the​ company. This knowledge is​ protected with great effort since it​ is​ deemed to​ be the​ key to​ success for the​ business. Although each business is​ different,​ this nugget usually has to​ do with why prospects purchase the​ product or​ service being offered by the​ business. if​ you​ do not provide this information to​ your SEO professional,​ problems will arise.

Consider the​ following situation. a​ SEO firm is​ retained by a​ client selling products. the​ SEO rep asks all kinds of​ questions about the​ typical customer for the​ business,​ product lines and so on. From this,​ a​ keyword list is​ developed and the​ client is​ asked to​ review it​ and make any comments about any additions they can think of. the​ business reports no changes. a​ year down the​ line,​ the​ client has top rankings on​ dozens of​ high traffic keywords on​ Google,​ Yahoo and MSN,​ but sales are less than expected.

At this point,​ there is​ usually a​ serious meeting with the​ players to​ try to​ figure out what is​ going on. During the​ meeting,​ some little tidbit is​ mentioned that makes the​ SEO professional groan. the​ tidbit is​ inevitably internal business information regarding why prospects purchase from the​ business.

In our example above,​ the​ business sold products in​ the​ active lifestyle industry. Top rankings were obtained on​ all the​ relevant subjects. Sales were crap. During the​ serious,​ serious meeting,​ it​ was leaked that 8 out of​ 10 purchasers asked for the​ product to​ be gift wrapped! ARRRRRGGGG! the​ SEO campaign was tailored to​ people interested in​ active lifestyles,​ not people that were looking to​ buy gifts for such people. Our sales were terrible because the​ listings were appearing in​ front of​ the​ wrong audience!

Yes,​ this really happened. Fortunately,​ keyword modifications were made and the​ site rebounded in​ the​ rankings after a​ few months. Whereas the​ site previously converted at​ 1 in​ 1,​000,​ it​ now converts at​ 1 in​ 30. the​ next meeting was much more informal. in​ fact,​ there were plenty of​ beverages and I took the​ next day off.

If you​ are going to​ retain someone to​ handle your SEO efforts,​ or​ any marketing for you,​ do not hold back information. Understanding who and why people buy is​ a​ pivotal part of​ developing a​ keyword list for a​ SEO campaign.




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