Communicating with Clients About Search
It's not the sexiest topic, but it's got to be addressed. Search marketing is the rising star of this century, but it's also one of the most poorly misunderstood online marketing tactics. Without naming names, or should I say taking names, clients sometimes just don't get what it is, what they want to do with it, and what they can (reasonably) expect from a search marketing campaign.
Along comes Josh at Search Engine Watch, to unravel the mystery of how to discuss search with clients.
Some of the highlights:
- Develop a unified search strategy. Don't compartmentalize your approach
because you have a paid search team and an SEO team. Many clients and
agencies still try to keep these strategies separate…Begin with meetings, status calls, and sharing keyword lists. This gets
the conversation going and forces the groups to work together
cohesively. - Local search is important for everyone. Locations, phone numbers, services offered, hours of operations, and reviews add relevancy to your listing for brand searches and
service-related searches. - Social media strategies definitely can be used for SEO benefit, so don't be afraid to
poke around your client's social media plans and ask to be included…As long as you're thinking about it from the context of search and not
as a way to steal business, this is a valuable conversation to have,
and your client will welcome it.
