A couple of weeks ago I wrote a post about SEOing a site on a limited budget and one of the points I made was that the moment a price is mentioned prospective clients seem to get scared away.
It would be interesting to explore what businesses expect SEO is vs. the work that actually goes into it
So… What do clients expect?
I read a post by Samuel from Wake Up Later and he sums this up beautifully with his statement:
you know, the lady who has been thinking about selling dog sweaters online and has a $100 budget for an e-commerce site, 1000 brochures, and a guaranteed #1 Google search result for the words “dog”, “sweater”, and “love”
Some clients have unrealistic expectations simply because they don’t understand two simple things:
- There are over 11.5 billion web pages currently indexed on the net… and the more generic the search term you’d like to rank for, the more competition you’ll have.
- There are over 200 factors that help to determine how a website ranks in each of the various search engines.
Once the points above have been explained, some clients are happy to listen and learn about what needs to be done to achieve their desired results. The ones that get scared away have the following reactions:
- The client begins to understand that making a million dollars online isn’t something that just magically happens without investing a considerable amount of time, effort and money.
- The client goes into denial believing that our views about online marketing are completely incorrect and they go looking for a company that will tell them exactly what they want to hear.
Patrick Burt added a very relevant comment on the original post saying:
Pete, if what the clients are doing is running for the hills at the mention of the price, you need to really sell them the concept before money’s ever discussed.
Whilst I fully agree with Patrick, I think that mentioning price (and potentially scaring some people off) isn’t necessarily a bad thing. It helps weed-out the clients who have unrealistic expectations and allows us to spend more time developing relationships with the clients that do appreciate the amount of work required.
So… What work is actually required?
An overview of some of the most common techniques are listed in the post SEO On A Limited Budget. So you’re probably thinking – Why would I pay someone when I can do a lot of that myself?
If you were to develop an illness – you could look online and find a hundred different articles listing your symptoms suggesting what the illness could possibly be. All this information could be correct under the right circumstances, but without years of study and experience you’d have no way of being able to accurately diagnose the problem. So you’d go to a doctor.
Exactly the same applies to search optimisation and online marketing – every website and every industry is completely different, meaning that different techniques will be more/less effective.
If you’re serious about promoting your website online and achieving your goals, it really does require a professional’s experience and expertise to gain the best and quickest results.