12 replies to this topic

[tomshark]

More and more businesses are ready to engage a pro to do SEO, but some fall off some where. From what I can gather it seems to be these types of issues:
* My SEO provider sucks and I'm stuck in a contract
* Marketing budget has run out
* Fear of trying something new
* Ignorance

What issues do you run into and how do you deal with them?

[Eschtruth Harrison]

I think the "ignorance" factor is a big one. People whose area of expertise is something other than SEO may think of it as being a bit mystical, a black art so to speak. They think they need SEO services, but don't really understand what it's about so a lot of up front education is needed to make sure the client and SEO professional are on the same page BEFORE any contract or services occur.

[Jill]

What stops them from getting results with SEO or what stops them from performing SEO in the first place?

These are two very different questions, but your examples seem to be asking both of them.

[tomshark]

Eschtruth, I agree with your assessment of the risk factor. My initial conversation with a prospect is always about expectations.

Jill, my intent is to learn about businesses who want SEO but do not go forward with it. Perhaps I can learn how to better address their issue upfront. Got an example?

[Randy]

Ignorance sounds so harsh. I prefer lack of prior experience.

In my mind the lack of prior experience is definitely a factor. But more in not having a clue what to expect than there being some sort of fear of something new.

At the end of the day some small and large businesses are ready for SEO/SEM, but the vast majority need to be educated before making that leap. To educate them you first need to figure out if they have an attainable goal. Most don't have a solid focus on any goal, sadly. Just something too vague to even be called a goal.

Once you have them set with a firm goal, then you can start to educate about what type of budget it'll take. And what kind of time frame will be required.

The sad part is that most SEOs don't take the time to walk prospective clients through this. So even those that are being served by decent SEOs still leave the client thinking they hired a sucky SEO provider. Sometimes because they do indeed suck. Many times because there was no meeting of the minds on a goal, or no real goal at all.

[Nueromancer]

More and more businesses are ready to engage a pro to do SEO, but some fall off some where. From what I can gather it seems to be these types of issues:
* My SEO provider sucks and I'm stuck in a contract
* Marketing budget has run out
* Fear of trying something new
* Ignorance

What issues do you run into and how do you deal with them?

the main issues are

they have a sucky website / internet presence. (nephew built it in his bedroom/elbonia)
have made some badly informed choices about technology. (big companies do this as well)
for certain niches lack of budget to build brand
in house marketing people are "In need of some improvement" :-)

[Jill]

Jill, my intent is to learn about businesses who want SEO but do not go forward with it. Perhaps I can learn how to better address their issue upfront.

In my experience, businesses who know they need SEO but don't move forward with it happens because of any or all of the following:

• They don't realize how much work it is and how much time it will take.
• They don't realize how much money it costs.
• They don't realize that they may very likely need to change the fundamental layout of their website.
• They don't realize what an amazing impact it can have on their bottom line if done correctly.

When they realize the first three, they just get paralyzed and do nothing, even if they may realize the last one as well. Most companies are simply too busy to devote the time and resources that are necessary for such a huge undertaking.

[Deverill]

I think another factor is related to ignorance but is the

" We tried it but you guys are just a waste of money "

after they get burned by a black-hat or one of the SEO companies that believe the myths like leaking PR and that use the PR Toolbar because they don't read these forums.

Sad but as is often the case, a few losers ruin it for everyone else.

[piskie]

Unsatisfactory SEO programmes can normally be tracked back to a bad (or missing) Clients Needs Analysis exercise that should lead to a set of agreed (and achievable) objectives with a fair and adequate budget.

[Novel Concept Studio]

I find the bigger problem to be getting businesses to understand the importance of SEO. I don't have too much of a problem when a company is ready, yet still hold out.

[BBCoach]

• They don't realize that they may very likely need to change the fundamental layout of their website.

I've had a billion dollar company balk because of this. They were just unwilling to make the necessary changes.

My experience is that the #1 issue is a lack of understanding the long-term return on investment for the short-term pains of SEO'ng
their sites.

[thetraveler]

Like many service oriented businesses, seo's usually struggle with the sales aspect. That is, convincing the decision maker to move forward. SEO's usually got into the business because they are good at seo, not because they are good at sales. My experience from being on the side of the business trying to hire an seo is:

1) Most seo's speak way, way over the clients head either as a way to convince the prospect that they are good at this complicated task or because they don't realize they are doing it. This usually only intimidates people into not wanting to waste money by getting involved in something they don't understand.
2) Most seo's don't speak to what prospects are primarily wondering. That is, "Will this be beneficial to our bottom line?" Prospects don't care about meta tags, keywords and html. You can talk until your blue in the face but the only thing they will be thinking is, "Will this boost revenue?" The longer you take to get to this point, the more you lose them.
3) To be honest, as a business owner, the more you delve into trying to hire an seo, the more shady, sleazy car salesman type people you come across. Don't be one of those people. That would be huge. Instead be courteous and listen alot, don't just talk.
4) Most seo sales pitches I have sat through are about a bunch of stupid statistics about their business and a bunch of technical jargon. I have yet to have one sit down and ask me what I was looking for and then address those issues specifically.
5) When you don't know anything about seo, you are looking for someone you feel you can trust. Developing rapport goes a long way toward building that trust. Rapport is the first step in good sales. Slamming a prospect with a bunch of technical jargon right off the bat is not developing rapport or trust.
6) When the technical jargon comes up you must speak to their level of understanding. Don't try to force them to your level.

So generally the reasons I and my other friends have said no is because:
1) We did not like or trust the person
2) We were intimidated because the seo made it sound way too complicated, therefore we would be getting in way over our head.
3) The cost was either not understood before the meeting or not justified by the seo.

That's all I can think of right now. I hope it helps.

[Jill]

My experience is that the #1 issue is a lack of understanding the long-term return on investment for the short-term pains of SEO'ng their sites.

Amen, Brother!