» SEO Works, Just Not to the Client’s Expectations

While I normally try to avoid work that is strictly SEO, it sure does seem like it is on client’s minds a lot lately. We have received a number of calls requesting proposals for SEO work, and the behavior seems to be consistent with a neighboring agency. Normally proposals like this would come our way every once now and again, but it seems like they have been pretty steady lately. After talking with these clients, what I have realized is that in all of the cases I could achieve what the client wanted however the results would never meet the expectations.

Playing the Expectation Balancing Game

As designers we manage expectations all the time. We do this in order to stay on budget, set requirements, and maintain good working relationship. However the main problem with SEO focused clients I have seen is that they are normally seeking a quick fix. The solution to their business objective is rarely search engine optimization, yet they are actively seeking it, and dead set on doing it. I refuse to take on jobs like these, because the expectations are way too high, and the results will almost never match them.

These potential clients are looking for the “hidden tricks” that once completed, bring in a 25% increase in sales. Unfortunately it doesn’t work that way, at least not long term. Try explaining that though, most times it is in one ear and out the other. While we have been able to successfully consult clients into a proper plan of action in the past, the recession has stretched a lot of companies thin. When discussions start about blogging, earning incoming links, and content development strategy, suddenly everyone is too busy to take on the extra responsibility.

The Question of Ethics

Now that I have framed the situation I have been witnessing, what would you do? My response in the past has always been to try and consult these clients on appropriate strategies based on business goals. However, lately I have been passing on these potential clients because they seem unwilling to accept the fact that there is no quick fix to search engine optimization, and I just don’t feel comfortable doing work where the result is nowhere near what the client is hoping for.

Is there a solution, or are the clients just doomed to engage a bunch of firms until they find someone looking for some quick cash or who doesn’t care about developing long-term relationships? If you have any tips that could be of help to me or other designers who find themselves in a similar situation, please share them in the comments.

05/13

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6 Responses to “SEO Works, Just Not to the Client’s Expectations”

Richard
May 14th, 2009 at 2:21 am

Passing is probably the best option for that type of work - it’s what we do, simply because it’s our reputation at stake.

We try and explain that the ‘quick fix’ they seek is likely to do their business damage in the long term. Even so, they’ll still be those wanting a return quickly, and I think it is best just to ignore them.
Jonathan Patterson
May 14th, 2009 at 9:05 am

Once you explain that the problem is not a quick fix and that SEO requires steady attention you should get them on a plan that is realistic. Sure you can tell them it can’t be done but wouldn’t it be better to say it can be done, but it’s not an overnight fix? Have hem sign a 6 month deal where you can work out the problem.
tambre
May 14th, 2009 at 9:53 am

I’m an internet marketer, it’s my job, but I was a designer and I like to keep on top of what is going on. Since I don’t design or code as heavily as I used to I make friends with designers so if I hear someone saying, “I could really use a website…” I can send them to my contact.

SEO does work, and no there is no real quick fix - well, except for Pay per Click, but that can get expensive - so there isn’t a quick and nearly free fix.

Internet marketing requires attention over the lifespan of your time with that client or until the site closes. I know a lot of SEO’s balk at monthly service, but I have found that a site will need a monthly review, or a title tag change, link building, internal content and keyword density update, a new marketing tactic, etc…

If you’re planning on passing by clients that want SEO work my best recommendation is to find some reputable internet marketers and align yourself with them so you can do the design for the client and you can partner your client with your marketing contact

-tambre
Michelle Chance-Sangthong
May 14th, 2009 at 1:26 pm

I agree completely. There has to be an over-arching strategy. SEO and Search Engine placement is not a do it once a year thing like a phone book ad. Search Marketing results continually shift, and your clients and or providers have to be in position to shift and flow with it. When we work with clients we do ask for a minimum 6 month commitment, for both the results and to reinforce that it is a process - not a product.

We will pass on clients where we are certain the reasonable results cannot be achieved.

Many “seo agencies” have seem to have tons of outsourced workforce behind the scenes to prop up results fast, but may “undo” all the work to date should the project end.

It is important to educate the client, give them realistic expectations and help them understand that it is no different that traditional networking in some ways. You go to events, you shake hands, you exchange cards, they send you referrals. You help the referral, they send you referrals. And the cycle repeats itself online.

Thanks for the reminder that SEO is not an INSTANT fix to any marketing problem.
Claire
May 20th, 2009 at 2:32 am

Yes there is that problem out there, most businesses do think thier site will appear at the top overnight. In this case you need to give them a little SEO education, and actually show them the work you are putting into thier website. They think they pay their money to be optimised for us to do nothing but actually they need to understand that a lot of research and work is put in, and to put that work in they do need to pay for it! The benefits always follow. If they want something that immediate that can happen at the click of your fingers, then maybe sending them down a pay per click route together with SEO is better - i personally do not agree with this as most budgets are eaten up very quick.