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How to Move Rankings Up On Older, Existing Content – Whiteboard Friday

May 16, 2013 by randfish

Posted by randfish Many owners of established, older pages are facing a similar issue: they’ve been ranking decently for a keyword for some time, but they want to move into the coveted number one spot. However, older pages don’t drive a ton of new press, new social signals, or awareness. If you want to boost your rankings for the same keyword you’ve been targeting for awhile, how can you move up to move the needle on your business? Adjusting your existing, quality content can be used to help bump your site up in the SERPs. In today’s Whiteboard Friday, Rand lays out the tactics you can use to boost your older page to the next level! How to Move Rankings Up On Older, Existing Content – Whiteboard Friday Here is a screenshot of the whiteboard used in today’s video: Video Transcription “Howdy Moz fans, and welcome to another edition of Whiteboard Friday. This week I want to get a little down in the gritty details. Sometimes you’ve got a situation like this. Someone’s performed a search for air conditioners. You’re ranking number four. From an SEO perspective your real need is not, “Let me expand things and look at bunch of different channels.” It’s, “If I could move this ranking up, I could really move the needle on our business because this is a highly performing, a highly converting term, and I really want to move it just on this particular piece.” Hyper-tactical, but it’s good to know all the ways that you can move the needle on this. So if you want to go from number four to number three to number two and you’ve got essentially an older page, not a new page – so you’re not getting lots of new press, attention, or awareness, driving all these social signals, etc. – and you’re not targeting a new keyword, you have this kind of stale, older page and you want to get it ranking, there’s a bunch of tactics that you can pursue, and I want to talk about each of them in a bit of detail. So number one, point more external links to the URL. This is probably the most classic thing that folks in the SEO field have done over the last decade, 12 years. It does work, and it still does work, although it’s less powerful than it used to be because search engines, Google in particular, are looking at such a broader set of figures and data sources for their ranking signals. However, a few things about this. This is going to be pretty darn hard to do with commercial content. It’s much easier if you got educational or non-promotional stuff, because reaching out and getting links from other types of folks, from other websites is much easier when it’s authentic and not directly promotional or not directly revenue generating, that kind of thing. Now this is much easier for folks who are in like a non-profit space or in an educational or content space because they can reach out and say, “Hey, I have this great resource. I think your people might like it. Do you want to shoot over a link to it? Can I contribute something to your site and point to it?” Yes. It’s much harder to do that when you have a page that’s ranking for air conditioners and you’re just trying to beat out three other e-commerce retailers for air conditioners. This is the way it goes. I do have some specific recommendations. I’m not going to dive into every one of these, but these are the tactics that, in my experience, work the best. So that’s guest content, basically when you’re writing on other people’s sites. Of course, just like everything, it’s got to be authentic, got to be high quality. You can’t just be spamming other people’s sites or submitting to really low quality ones. Promotions do tend to work pretty well. If you’re doing a promotion on your air conditioners, other people may pick that up. You can get press and attention, social attention. Partnerships can work well. Testimonials and reviews. So other people who are writing reviews about maybe an air conditioner line that you’ve just launched, or someone’s writing a review about a new air conditioner that’s come out, and you happen to be the retailer featuring that, you can be included in those types of places. List inclusion, if you know about a list that already exists where people are covering places to get air conditioners online, you can get included in those. Again, be really careful. You don’t want to go to those spammy, generic directories. You want to be going to high-quality lists. CNET Reviews is very different from Articles-about-electronics-online.info. Apologies if that’s your site. If not, we should register it. I’m kidding. Press and blogs, of course. Social media pushes you can do, especially if you’ve got something to announce around air conditioners. Summer’s coming up, right? A Facebook page, a push on Pinterest, a push on Twitter, or on Google+. Link reclamation, meaning you go back and find places that used to link to you that don’t anymore, places that used to link to your competition but those links are now broken. You can go talk to those kinds of folks. Those are the kinds of link building techniques that have worked best, in my experience. Please be so super careful not to build the wrong links. If you haven’t watched it already, Matt Cutts has been tweeting and talking in video – Matt Cuts being the head of the Web Spam Team at Google – talking about how they’re going to be taking even more aggressive action than what they took with Penguin in a Penguin 2.0 algorithm that’s coming out in the next few weeks. So just please be super cautious about where you’re getting these external link sources from. Especially since links are a little less powerful than they used to be and because a lot of the linking sources are more dangerous than they once were, there are some other ways I want to mention. Those include increasing your click-through rate. Now, I’m not trying to say here that correlation equals causation, or that it even implies that, but what we do know is more people clicking through on your listing means fewer people clicking through to your competitors and a higher chance that some of those people are going to take actions that we know does increase ranking, so things like linking to you and sharing you and those kinds of things. Your page is clearly providing a more compelling experience. That tends to be exactly what Google’s algorithm is trying to accomplish, and so increasing your click-through rate can help with this. One of the ways that this can be done, and this is not to say that Google is sort of biased to people who do it, but if you supplement with PPC, with paid search ads, it tend to be the case, and lots of people have tried different tests around this and gotten different performance, but, on average, it tends to be the case that one plus one equals a little more than two. I put 2.25 for that. Your mileage may vary. But basically, if I take a look over here and I’ve got my air conditioner page and I also have an ad on the sidebar or on the top up here, it tends to be the case that the click-through rate here, plus the click-through rate here, is a little more than if I just had a paid ad or if I just had the organic listing. So two listings on the page slightly better than one and one. So that’s certainly an angle you can try again. Again, I urge you to test this, not to just take it on blind faith. Included in that test methodology should be testing modifications to the title and the description. So if your air conditioner page here has got a description and a title and a URL – the URL matters too, and you can do things like 301 redirect the old one to a new one – this can move the needle. I have found a lot of the time that what I’d call keyword-stuffed, kind of SEO 1.0, back in the late ’90s, early 2000s type of things where it says, “Air conditioners, your air conditioners, get the best air conditioners here,” followed by a brand name that’s kind of off, after what people can see in the title in the search results, doesn’t perform nearly as well as a brand people recognize, a compelling title that has a little bit of authenticity, a little bit of your brand and your culture and your unique value proposition embedded right in the title and the description. The same story with the URL. Lots of hyphens separating something, a longer URL, a dynamic URL versus one that has readable keywords in it and readable text in there. Again, you’re going for authenticity. You’re going for, “Boy, what would I click on? What do I tend to click on? What do people like?” Think of this just like you’d think of a paid search ad. You want to optimize all the areas of this and try and test it and get better performance out of that click-through rate. Another thing you can obviously do is add rich snippets. These are things like we could add a video to the page and add the video XML sitemap so that we get the video markup next to that result. We could add rel=author and get our profile picture next to it, assuming we connected with Google+. For some types of rich snippet results, recipes in particular, news items, you can add images and get those in there. For other types of results, air conditioners, any ecommerce result, you can have star reviews and number of reviews. All of those things can help move the needle on click-through rate. Number three, improve and revitalize the page’s content itself. Again, this isn’t always a direct needle mover. It can be indirect. But Google is pretty sophisticated with analyzing content. Better content, I don’t mean better content in terms of it has more keywords stuffed into it, or better content in terms of it just happens to be longer or more in-depth. I mean more compelling, more uniquely valuable, more interesting, more worthy of being shared, more special. That kind of stuff tends to perform better in Google. They’ve got a wide variety of text-based content analysis algorithms that tell them all sorts of stuff about a page, not just keywords and TFIDF and stuff like that. So things like rich media, video, images, graphics, the layout design, the user experience, the visual aesthetics, how the page looks, these actually can move the needle, not just on how it performs in the search results, but how it performs in terms of conversion rate. Conversion rate actually tends to be tied pretty nicely to how it performs in search results, because again, Google is looking at all those pieces of the algorithm, trying to piece together what provides the best experience for our users. Text content too. I’m not just talking about keywords. I’m talking about that unique value. If you haven’t seen the Whiteboard Friday on unique value versus unique content, you should check that out. I know I didn’t have enough room, so I switched sides. Number four, internal links and redirects. So there are a few things that can happen here. Sometimes you have an orphaned page. It’s only linked to from one section. You’ve got to drill way deep down into a subcategory or sub-subcategory to find this page on your site. E-commerce sites are particularly messy with this kind of stuff a lot of the time. Make sure that the page is getting link love, internal link love, relevant link love. I’m not talking about stuffing an anchor text-rich link in the footer of every page or the category section or something like that. I’m talking about when you have pages that are relevant to air conditioning, you have a page on summer appliances, you have a page on electronics, you have a page on what should homeowners be thinking about to upgrade their homes, great. Make sure that you’re linking to your air conditioner page. Those are relevant pages where people would want to see that. If you’re confused, do an “air conditioners”site:yourdomain. See all the pages where you mentioned it, and yet have somehow failed to link over to your air conditioner’s page that you actually got. Consolidation. This is a really powerful one. So this is essentially saying, “I’m going to take all the pages that are targeting that same term or phrase and 301 them all together.” We’ve done this a number of times on Moz, because we’ll have a bunch of old blog posts or old content pages that are all talking about exactly the same thing. Then we go, “Man, why do we have seven of these? And, by the way, six of them are more than three years old.” Let’s just take those and 301 them back to the most relevant, most high-quality content. If we have some content that was on those other pages that we want to put on the existing one, let’s do that. Let’s consolidate so people don’t get lost in terms off which is the most relevant page about air conditioners on your site. Google shouldn’t be confused about that either, and that can actually really move the needle. I’ve seen that a number of times pop us from page two to page one, or pop us from the bottom of page one to the top five results, that kind of stuff. Number five, newer signal, but something that I’m pretty sure in this year’s ranking factors is going to prove to be very interesting, and that is branding, co-occurrence, and mentions. What I mean by this is if your brand name, that’s usually your domain name and usually your company name as well, is often connected with the words “air conditioners” – by connected I mean connected when the press talks about you, when third party sites talk about you, when people blog about you, when social media users talk about you – if those words tend to appear frequently together, your brand plus thing you want to rank for, you tend to do quite well. We’ve seen some early signals that mentions, that co-occurrence of terms, phrases plus brand can really move the needle. So don’t ignore that either. All right. Hope these five techniques are things that you can try out. Share your experiences with the rest of the Whiteboard Friday readers in the comments, and I’ll look forward to seeing you again next week for another edition of Whiteboard Friday. Take care.” Video transcription by Speechpad.com Sign up for The Moz Top 10 , a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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How to Move Rankings Up On Older, Existing Content – Whiteboard Friday

Filed Under: Advertising, affiliate marketing, articles, Beginner, blogging, conversion, Ecommerce, email marketing, facebook, Featured, Google, Google: Analytics, How To, Interviews, keywords, Link Building, linkedin, location, Marketing, mitt, online marketing, Paid Search, phil internet marketing and social media and seo, PPC, research, sea, Search Marketing, seo, social media, success, Testimonials, Top News, traffic, twitter, Video, websites Tagged With: alternative, business, facebook, friends, linkedin, management, marketing, web-design

Site Audits: Deliverables, Follow Up, and Implementation

May 16, 2013 by JonQ

Posted by JonQ This post was originally in YouMoz , and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of SEOmoz, Inc. You could be the best SEO in the world, with the best recommendations your clients ever seen; but if this information isn’t presented and communicated in the right way, the sad fact is that your hard work probably won’t change a thing. A couple of weeks back, Dan and I ran a very enjoyable Mozinar on this very topic. (A huge thank you to everyone who listened in!) If you did miss it, feel free to check out the recording and download the slides here . Rather than talking through the ins and outs of technical SEO, we really wanted to dive into what, in our experience, makes the difference between a site audit being left on the shelf, compared to a document that can potentially turn a business around. On the back end of the Mozinar, we had a ton of great questions. Many focused specifically on the delivery and follow-up process, and how we approach this particular part of the job. There was quite a bit of interest in this area, so we thought a dedicated post on the latter part of our auditing process (see below) would give us a chance to dive in a little deeper. Although the follow-up and implementation clearly comes once your document has been delivered, a lot of the very early conversations have a big influence on how successful the project will ultimately end up being. I’ve found that getting a client in the mind-set of working together and buying into implementing your recommendations right from the start always makes getting work done so much easier! Although this post is about the follow-up process, I also want to spend some time touching on other areas that have a direct influence on that part of the project. Let’s go! Sales kick-off and briefing The sales process is such a critical part of any project; and not just for the obvious reasons. A well thought out sales conversation is the ideal opportunity to discuss goals, understand the clients business, and really find out what they need to achieve. Ron Garrett summed it up brilliantly in this post , and covered some great points with regards to the important details that every initial conversation with a potential client should cover. In terms of how the conversations held at the beginning of a project can impact on the effectiveness of your follow-up, it’s so important to make sure you’re starting the project with the right goals in mind. After all, how can you measure success if you don’t understand what KPIs make a true difference to your clients business? Q: How much should I give away during the sales process? On a very similar point, we had a couple of questions crop up in the Mozinar Q&A from people asking how much to give away during the sales process. Some people like to run a sample audit, whilst others won’t give anything away until they have ink on paper. Really, this is down to you. From my perspective, you have to be sensible with your time and learn to consider each situation by its own circumstances. I’ve been in the situation many times before where you sense the company in question is just inviting agencies to pitch in order to gain some free expert knowledge. It takes time to put a proposal together, so you have to make a judgement on the best use of that time. Feel each situation out and you should be just fine. This is not just about selling projects; it’s about understanding the situation well enough to sell the right project to solve the right problem. Kick-off and briefing If you take a step back and think about all the projects you’ve worked on that haven’t worked out well, it’s crazy to think how much probably went wrong before you’d even started. If everyone was in an honest mood, I think we’d all admit to being involved in projects before where it all felt just a little too rushed. As a result, a good solid brief can be skipped meaning the team get dropped in with no idea at all of delivery dates, or what the client actually wants or needs from the project. Clearly, things don’t tend to go well from here. At best, the project just ends up being another report on another desk – at worst reputations get damaged. So with implementation and a smooth follow-up in mind, what should a good brief cover? As a bare minimum, I suggest the following should always be included: Deliverables Key dates Goals/objectives KPIs Key personnel Why is this so important? One of the biggest and most common reasons for a project failing is that for a variety of reasons they simply miss the mark. Usually when a project doesn’t tick the right boxes, the issue can nearly always be traced back to the brief or a miscommunication at the start. The other point here is that if the project is simply being dumped on the team, they’re not likely to be too happy about it. Get your team excited and they in turn will get the client excited. If the client is excited about getting things done, suddenly getting work implemented is a far more enjoyable and productive process. Deliverables A major part of any project is the format in which you present your documentation. Sometimes a “highlights” presentation deck detailing the biggest issues is the way to go, whereas some situations require a detailed document and a large set of data to refer to. The best way to do this is really going to depend on who you’re delivering to, and what the initial outline of the project was. We had some really good questions on this during the webinar, so it felt right to pick out some of the best and answer them directly: Q: What exactly should be delivered? A large document, a set of data, or just the top ten action points? At SEOgadget, we’ve found that the best approach is to do a combination of all three, with the exact delivery style adjusted to whomever you’re meeting or presenting to. A typical situation for us would be to create a master document containing detailed explanations of our findings alongside all the necessary change requests. Of course, if we’re running crawls and conducting log-file analysis then there’s also going to be a pretty substantial amount of data on hand too. I like delivering the data for two reasons: first, data always backs up what you’re recommending. It’s always so much more valuable to show and not tell. Having the ability to clearly walk the client through exactly what you’ve found can work wonders for adding credibility to what you’re saying. Second, providing the data makes it much easier for a developer to work out what’s going on and gives a reference point for future questions should anything crop up. What’s more, in 90% of situations clients always ask for the data anyway! Task lists also have a very valuable place. The first question that always comes back is, “OK, so where do we start?” If a question keeps cropping up, then answer it before it gets asked! At the top of all our documents we provide a prioritized list of all change requests (as seen above). This forms a great base for follow-up calls and meetings as everyone can refer back to the same task list. With development resource often being high in demand, it also enables you to start scheduling the biggest fixes first. Q: Some clients are not “techy,” and talking them website audit is not that easy. How many details we should give those clients? Should we spent a lot time and train them about SEO? This is where being able to give a high-level view first is extremely important. Not everyone understands the details of SEO. You might not always be working directly with an SEO department; you could be working with a traditional marketing team or leading into an Ecommerce manager where their role touches on SEO, but it’s not something they do all day every day. In this case, the best approach is to deliver a “highlights” type of presentation. Break the problems down and focus on the benefits of resolving the issues. Show the client what you’ve found, but think more about explaining the benefits of fixing each issue will have on their business. It’s less about canonical tags and more about ROI. Again, get the client excited about the impact of fixing things and you’ll buy yourself a heap of influence. Even though you’re only presenting on a few key areas, you’ll still have the full document to refer back to in more detail later down the line. Follow-up support I’m a big believer in the idea that a technical project shouldn’t be about completing a review and then thinking it’s “job done.” It’s so much more important to have the ability to really influence change and action. In fact, the most important part (and often hardest part!) of any technical audit is the follow-up process and getting your work implemented. A good SEO can diagnose issues – a great SEO follows up and makes sure these problems get fixed. Going right back to what we touched on earlier when talking about the sales process, having a good grasp of development resource can really help here. Do you have an understanding of what processes are in place for booking requests? Did you check when development resource is available and allocated for SEO? Getting ahead of the game in these areas is one of the biggest keys to winning! The follow-up process can be greatly helped by having a central resource to track changes and keep on top of progress or indeed challenges with implementing your recommendations. Using tools such as Basecamp or Asana can be a great way of keeping communication clear, and for making sure you have the right tasks in front of the right people. If you’re not keen on using these tools, a simple Google Docs sheet to display tasks and provide a place to leave comments is sometimes all that’s needed. Combining this with regular calls or checking in via email gives you the ability to keep the project moving in the right direction, and the retain focus when you come to catching up in a meeting or on a call. If you’ve got any further questions on the process side of technical SEO audits, feel free to drop them in the comments, or tweet myself or Dan and we’ll do our best to answer them. Sign up for The Moz Top 10 , a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Continued here:
Site Audits: Deliverables, Follow Up, and Implementation

Filed Under: Advertising, affiliate marketing, articles, Beginner, blogging, boxing, conversion, Ecommerce, email marketing, facebook, Featured, Google, Google: Analytics, How To, In House, Interviews, Link Building, linkedin, location, Marketing, online marketing, Paid Search, phil internet marketing and social media and seo, research, Sales, sales process, sea, Search Marketing, seo, social media, success, Top News, traffic, twitter, Video Tagged With: alternative, business, development, ecommerce, facebook, friends, legal, management, online marketing, search-engine, social media, web-design

The Clients I Can’t Afford To Take

May 10, 2013 by Bill Sebald

Posted by Bill Sebald This post was originally in YouMoz , and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of SEOmoz, Inc. Creating demand where none currently exists is the expertise of a bullshit artist. Some in sales would take offense to that statement; some would agree. Where I believe this talent fails is with a particular kind of recurring revenue service – consulting and agency work. Inevitably you run out of steam and alibis. If you can’t produce what you promise, you either have to pack up your wagon and flee to another dusty town (which, let’s face it, is how some SEOs and digital marketers practice), or suffer sleepless nights worrying about facing your clients in the morning. Personally, I don’t like traveling. I also really like my sleep. This is a post about how I choose better clients. It starts with introspection, and ends with a connection. For each of these tips, I’m thinking specifically of a client I let walk away. If a strong partnership is what you seek, then you have to be able to decline potential clients. The customer is not always right. Sometimes they’re downright dangerous. Now, I know this isn’t possible in every company. An agency I worked with rarely says no to work. Bad clients pile on and contribute to driving away employees in routine mass departures. When I was worked there relationships got contentious, and frankly, I didn’t see a lot of flawless consulting happening. The phrase we used around the office to convince ourselves this was normal was, “that’s agency life.” I came to learn that wasn’t agency life. To remind ourselves of some of the marketing ideologies we learned in college; most retailers employ the marketing department philosophy, whereas search fits the marketing concept. In SEO marketing we want to answer the searches being made more often than any other task, which may not fit nicely into a clients’ ROI demands. Luckily, this is something we can get ahead of with early, open communication with the prospect. Sometimes you’re able to reset expectations, sometimes not (where I kindly refer them to someone more of their mindset). It’s important to ask goal-oriented questions here, and give a real thought to what you’re positioned to achieve. What do they consider success? Does it match your beliefs? Have they had SEO before, and what were their frustrations? Are you better for them? Can you help them help you help them? If you can truly embrace what you are as a service provider, and nurture deals accordingly, you’re in a very fortunate position. If you can perform SEO under the auspice of what is required for the client, instead of what the client thinks needs to be done, you’re well on your way to a successful partnership. Clients I Avoid Sometimes you need to cut the line before you reel in the catch. Once the catch breaks the water line, do you see a snagged horseshoe crab? Cut it. Did you pull in flounder? Invite me over for dinner. I’m a student of psychology and naturally think I size people up pretty well. There are basically three traits (or character flaws) that I am on high-alert for. As soon as I hit one, not only do I feel compelled to be reserved, but I close up – sometimes prematurely. Here are some of the personality types I avoid, and some tips on uncovering their true identities. (Caveat: First impressions aren’t always accurate. First impressions should not the last chance to make a good impression. It’s very easy to misread people. I do keep that in the back of my head, just to balance me out.) The Egomaniac Some prospects may want to impress you. Sometimes they routinely impress themselves. Personally, I find them awfully hard to communicate with. You know the traits – they ask you questions only to cut you off and answer themselves. They are micro-managers. They brag incessantly about their past experiences. They believe they’re the only one that can truly defeat Superman . They’re the type of person to say, “I didn’t get to where I am by not speaking up.” While on paper that sounds like a good trait, these can also be the people who have trouble accepting someone else’s expertise. They may not see the value of your otherwise salient recommendations. They tend to only respect other egomaniacs But sometimes this is a front. Sometimes the egomaniac is socially awkward. A good skill in business is recognizing emotions, character flaws, and humanity when it really exists. Sometimes the egomaniac thinks he needs to be a killer. I have seen this disguise many, many times in my career. I remember a client who managed to take down an entire marketing department with a previous agency. He was a product of a big name business advisor firm (name left out to prevent lawsuits) and drove some of my co-workers into therapy – honestly. There may have been no pleasing him, but the powers that be refused to cut ties. We weren’t able to do what we knew was best; we ultimately became an order taker for someone who wasn’t an expert in our field, but thought he was. This guy may truly be a serial killer at large. Alternatively, I recall meeting with a prospect that ran an unimpressive ecommerce business. During the initial meeting I found myself listening to an hour long diatribe about him and how he shaped the company into what they are today. Interesting and something worth knowing in detail down the line, but I was there to talk about how I could help with their SEO. After finally asking two questions, in which I maybe got three words out, it was pretty clear this wasn’t going to be a productive meeting. Still, I stayed with the pitch process. Fortunately I made the right move, as this marketing director turned out to be more bark than bite. We’ve had a pretty successful three year run together, once the pretences went away. I need a point person I want to spend time with. If the real soul of the point person and company can’t be lured out quickly, it may be a dead deal for me. What to Do Embrace the company culture and team’s personality . Try to be yourself, not who you think they want you to be. Ultimately you want a partner and a friend, not just a client and paycheck. If you don’t have an egomaniac account manager, this relationship could go down in flames. Make it personal, but don’t take it personally. I always try finding something in common with the prospects. It’s a sales tactic for sure, and an ice breaker, but I find it useful to quickly peel back the personality layers. I try to see who they really are. I remember a client pitch where I learned the CMO was in a Philly band. Knowing the band, and playing music myself, we were able to connect on a non-business level. I know this is a crazy concept for some agencies that prefer to be more formal, but It really helps you understand the personality and temperament of the people you’re going to be working with. Maybe it’s not your call to accept or deny the egomaniac, micro-managing client. In some cases you can still make it work. Communication (and some good habits) can go a long way in getting the client to bond with you, without you throwing away any integrity. We’ve all had a micro-managing boss at one time in our lives. Take some learnings from that experience. There are plenty of great tips online for that problem that can be leveraged with a micromanaging client: http://blogs.hbr.org/hmu/2011/09/stop-being-micromanaged.html http://www.thedailymuse.com/career/how-to-manage-a-micromanaging-boss http://michaelhyatt.com/micromanager.html http://nahidc.blogspot.com/2008/07/how-to-deal-with-micromanaging-boss.html The Dictator Some clients (think they) know exactly what they want. That can be a good thing. Sometimes though, they don’t want it the way you deliver it. It’s vital to know when you simply can’t deliver. How can you under-promise and over-deliver if you aren’t structured to meet their simplest expectations? Have you ever gotten a hamburger right at McDonald’s when you told them to make it special? No – it’s impossible. The employees have panic attacks behind the grill. It’s not how McDonald’s is built. I had one prospect reach out to me about six months ago. We had worked together in a small capacity before. He told me precisely what he was looking for – he required someone to manage a department that needed to communicate with the Sydney office at 6 am, and required I hit a certain goal each month. This was a goal I not only didn’t believe was reasonable, but probably impossible (not to mention the only time I’m up at 6 am is when I haven’t fallen asleep yet). My services aren’t excessively flexible by design – I simply can’t answer all the demands of most dictators. My services have a specific design with defined specialties. I know my team’s strengths and weaknesses. I know my plan in and out, and would have struck out with his needs. I had to face the facts and let that prospect go, even though it was a nice payday. What to Do Try to break the “we’ll take anything” model. That’s how people get hurt – including your employees. A client’s SEO and digital marketing need has become ubiquitous. Maybe they’ll be open to your specialized take on their business? Never over-promise. Never wear a hat you don’t own. Stay calm. SEOs are in a great position already, with a great inherent value. Sometimes there are other providers who can do a better job than you in a certain area, so why not let them? Build some relationships between other service providers and create “friendly-competition”. When a client says “I want this,” say “we do this.” Keep it professional and offer to help them find someone who fits their model. This may create serendipity and good karma. I’ve actually gotten referrals from prospects I’ve turned down. Not often, but it’s the magic of networking, relationships, and good deeds. Never underestimate the power of serendipity: http://moz.com/rand/manufacturing-serendipity/ http://www.openforum.com/articles/8-ways-to-cultivate-serendipity-in-business-and-life/ http://www.greenlaneseo.com/blog/2012/09/creating-your-own-seo-serendipity/ The Negotiator It’s great to be on the payer side of negotiation. I find negotiating deals quite fun. But when the tables are turned, and I’m the service provider, I flex very little in price. It’s less because I’m a jerk and more because of my respect for my work and values. Wharton grads are taught to believe in what they’re worth; anything less and you’re potentially softening the product. When a client tells me his budget is X, and I need it to by upwards around Y, the negotiation needs to stop. This was a huge lesson I learned after years of thinking about cash flow, and not quality of life. I recently had a prospect that came to me and asked if I was available for consulting. As I always do, I brought up the budget question early on. He said, “I can spend about $300 a month.” Now I know some SEOs can stretch that and get rankings. I’m always impressed by these guys, but at that rate, I would fall on my face (and my sword). I’d fail at providing the only values I know how to create. I’d be scrambling to get good work done, and in the end, it would probably not be worth the aggravation after taxes. Still, I tried to help him find someone who was better suited, while advising that his monthly fee was more likely to attract amateurs that might cost him more in the end . He was able to come up a little and I was able to refer him to another local SEO who fit his needs much better. Again, investing in serendipity. I can’t say this enough – Take a bad deal financially and you will pay for it. I’ve never seen a need to pad the price for negotiation in our industry. We’re not selling used cars here. What to Do Don’t budge unless you’ve priced yourself out of the market. Also, don’t risk putting yourself in a bad relationship because you settled. It doesn’t tend to work out in marriage, government, or business. Clearly display all the items a client could be getting in an engagement with you and encourage the prospect to see the value if they “pay up” instead of going with an amateur. If you have a price you’re proud of, then you should also have results and confidence to stand behind. Some agencies find it very difficult to talk about money, as it gets slipped in as a line item at the back of a proposal. These proposals are often written after hours of conversations. I propose you bring the money conversation early to qualify your prospects. I go so far as put my rates and packages right on my website and always encourage my prospects to review those pages in an introductory email. I don’t like wasting hours on a deal that was never meant to be. I’ve found this to be a very positive technique to getting deals signed quickly, as some clients prefer the openness and honesty. Not everyone likes haggling, and will happily pay a price when they know it’s fair. Conclusion Sometimes a bad client can teach you how to be a better consultant, but I don’t wish a bad client upon anyone. In my 10+ years of consulting, I’d like to think the lessons I learned (some of which I’m sharing here) can really be learned through some tough and common sense. Agencies are busy places, but you need to take time (off-sites work nicely) to really figure out what your service model is. Whether it’s from the top down, or just your specific department, having a thought out manifesto on the clients you’re not going to take could be transformational to the success of your consulting business. Oh, and if by chance you encounter a hybrid of all these client-types above, the only tip I have is… flee . I’ve yet to find any way to tame this three-headed egotistical, dictating, negotiating creature . That’s schizophrenia on a level I can’t even comprehend. 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The Clients I Can’t Afford To Take

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