Answer for: What are the most effective, legit SEO tactics?
#5 Expectation Management
Usually my first order of business related to SEO.
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Usually my first order of business related to SEO.
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Does "expectation management" mean making sure your customers SEO desires are aligned with reality?
Yes, I outline the realities and the nature of the game before agreeing to anything SEO related.
Clients tell me about a guy named Frank from Sri Lanka that called out of the blue and guaranteed them #1 in google for only $5000.
I make sure the client understands that they're probably not the wealthiest business that wants number one for "widgets" in google. Maybe they should aim for top 3 in "great falls widgets" or "wicker widgets". And I talk about timeframe. Most clients don't realize the time required to see a change.
I don't promise anything but effort. My offer is that I'm confident that I can make improvements and show the results. I can show them where they currently are, then follow up later. If they like what I did, we can continue to work together.
I see, that makes ALOT of sense. Regarding your last line, "If they like what I did, we can continue to work together," does that imply that SEO is something that requires ongoing maintenance (as opposed to a one time consultation and adjustment)?
I assume that for all clients. I don't prefer to work with clients that want me to build or tune up a site and that's the end of our business relationship. That's a red flag for "I'm going to get rich on the internet" - and I don't want anyone bad-mouthing my business because the money didn't start rolling in. I'd rather work with clients that measure success over time. Specifically for SEO, I believe that there is continuous content work to be done. I'll need their help with that. A one time tune-up might only be effective for a while.
I have given an internet marketing talk at the local adult education center a few times, and this is also one of the first things I would cover.
I tell a story about how at a previous company we had multiple Montana real estate agents and companies who all wanted to be NUMBER ONE ON THE SEARCH ENGINES for "montana real estate".
Also, back then anyway, a lot of people didn't think through the fact that the search engines are private companies, not a public service. You can't successfully sue google for your site's irrelevance. ;)
I agree. Don't expect them to make any difference, and only pay them a cut of the difference they make.