Marketers must inform clients of the “behind-the-scenes” factors that establish search engine optimisation (SEO) as a valuable tool.
This article states that educating clients about SEO should be a part of client management services during SEO sales presentations. While explaining the concept and relevance of SEO, marketers should use a language familiar to their clients.
The author lists three points to refer to when explaining the importance of SEO. These are, how organic search is the primary source of web traffic, how SEO builds brand trust, and how it improves the buying cycle.
They should also clarify their goals and expectations, and regularly share reports with custom KPIs to help clients recognise that SEO is a time-consuming process. In order to ensure that clients understand, marketers should choose analogies that could be meaningful to them.
[8 minute read]