When the Honeymoon Is Over
"Are you on an SEO honeymoon?" asks Ben McKay in a recent Search Engine Journal post. You know you are, he says. when you can think of simple ways to increase your client's search-engine rankings and garner fast results. But what happens when you've picked all the low-hanging fruit? "You've made the site more accessible, you've tackled some duplicate content issues, the site is developing a clearer landing-page strategy, [and] the keyword research is paying off," McKay writes. In other words, you've used up your easiest SEO options! "[T]he honeymoon is over," he announces, and now, "the real work begins."
To continue developing your client relationship when the SEO going gets a little tougher, McKay recommends putting in place this plan to maintain growth:
Educate your client. Raise your client's awareness about the ways SEO, social media, link-building, and online PR work together for the most profitable long-term results.
Manage your budget and client expectations. Don't plough all your budget into front-end activity without planning for longer-term results. Plan a regular review of account metrics, and keep your client informed.
Be proactive. Remember that "visibility breeds visibility." Plan for how you're going to capitalize on the increased exposure you've gained for your client by boosting its search rankings.
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