For SEO agencies and independent consultants looking for new business, a two-step strategy might be all you need to demonstrate your effectiveness and separate yourself from your competitors. First, identify potential customers that are well suited to your offering. Second, send them a pitch that unequivocally communicates the potential results they can get from your services. The key to both is data, and in a practical way, the same data that you use to recognize large leads in the first step can also be used to clearly demonstrate what your services can do for them.
Identify your ideal SEO clients
The companies you probably want to approach are those who know how SEO works and already have have invested, but still havea real need for your services in order to realize their full SEO potential. Naturally, a brand that has already climbed to the top of the results pages (SERPs) of the most relevant search engines isn't a great candidate because they just don't need to 'help. . A business with no SEO experience and no real SERP presence isn't either; they may take a particularly large effort to upgrade, and may not be as likely to invest - and commit to - in an ongoing SEO engagement.
While looking for potential business opportunities in this desired Goldilocks Zone of SEO current success, you might also be looking to target companies in industries where your agency already has successful - both to build on those past successes and to demonstrate its relevance to potential clients with an audience adjacent. This makes it easy for prospects to see themselves in the shoes of clients you've already served, and for you to apply and repeat your proven techniques.
By putting these tips together, you can start the customer research process by researching important keywords for the industries you know. You'll probably want to explore companies in the mid-range SERPs (ranks 10-30) that could qualify for the top spots if they had better professional support. You can then perform an analysis of these sites to determine their potential for improving SEO. For example, a potential customer who derives a large portion of their traffic from a keyword in which they still have room to grow and progress in the SERPs is ideal.Use data to make your presentations irrefutable
While a clever email pitch can go a long way in winning new customers, it's hard to beat the power of data-driven evidence (of course, your pitch can be successful on both style and the bottom). Be sure to use specific insights about the client 's SEO performance in your pitch. Adding visuals will help make your case clearer and more understandable. Also consider using an SEO case study focused on your success in an overlapping space to offer an example of the results they might expect. Your pitch should end with a call to action for the potential customer to make contact to dig deeper into the data and discuss what to do next.
There are several approaches to framing your presentation. Here are four examples different calls you can use:
- Show how you can increase customer share of voice for a high value keyword
- Tell the company about the missing words
- Show where the customer could (and should) create backs
- Explain technical SEO problems the client has and how to correct them.
Show how you can increase customer share of voice for a high-value keyword
In SERPs, getting a top rank is often exponentially higher. For example, it is not unusual for the first result to capture 30% of all traffic (or "share of voice") for a given keyword, while the tenth result receives only 1%. .
Create a pitch that combines a result like this with some traffic data that the keyword actually deliverst to the company 's site, and the vast potential for multiplying that traffic by improving their share of votes for that keyword becomes clear.
Let the business know what keywords are missing
Where a customer has gaps in their keyword strategy, demonstrate your ability to fill them and Generating traffic that the prospect didn't realize he could gain goes a long way in proving your agency's expertise and value. These keywords can be found by looking at sites that share an audience overlap with the potential customer and then studying the keywords where they rank highly. This survey can give unexpected results, reinforcing the fact that your agency can generate results in areas that the client would never have thought of without your expertise.
Resources
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Development Improved SEO & Developer relationship
Analytics How to do an Online Competitor Analysis
Show where the client could (and should) create backs
Find out the shortcomings where a potential customer's competitors outperform and outperform them when it comes to building links from other sites - and thens reporting them as part of a strategy that will close these gaps at all levels. If a customer is clearly not pursuing this strategy (i.e., the average competitor has their backs multiple times), be sure to communicate the value of the competition on that front.
Explain the client 's technical SEO issues and how to solve them
To use this approach, audit the potential client ' s site to identify opportunities to improve their SEO practices. especially important if your business specializes in these services.
Providing specific advice and guidance is a substantial initial gesture and demonstrates clearly the value of an ongoing relationship.
Conclusions
Communicating the specific remedies and additions youSearch and Site Strategy serves as a strong introduction and major first step in becoming indispensable to the client as the one hired to execute a winning SEO game plan. Make sure to personalize your arguments as much as possible to set yourself apart from your competition, while also making sure that compelling data is the heart of your appeal and proof that you are the business to help this business reach its full potential. SEO.
Kim Kosaka is Director of Marketing at Alexa.com , which provides information agencies can use to help clients gain audience and accelerate growth .
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