How do you tell a client it’s goodbye?
Don’t want to bring a tear to anyone’s eye, but on occasion it happens and for lots of reasons. No one really talks about it either but that doesn’t mean it’s not a topic we won’t approach!
We have always been proud that as a company we offer transparency and honesty with clients – trying always to convey the reality of Search Engine Marketing of websites.
Sometimes we see potential clients who have a new domain that they’ve got a site for and like a lot of other people in the world they want Google results quickly. But, in reality Search Engine Marketing success comes from hard slog and an ongoing level of maintenance and updates.
Often we will work hard on the Search Engine Marketing techniques for a company and after twelve months of slog, there can at times be tendency to think that now page one rankings have been gained across the board, there’s no need for the SEO anymore! This is completely wrong of course but it does happen. We have no power here at all but can say that when we go back to the sites we helped start, the rankings slip and our joyous results have been slightly greyed by lack of attention.
On New Domains
We always think of new domains like an apple tree in an orchard. The younger trees do bear fruit but it’s the older trees with a bit of background that yield the very best results! New domains are very similar in that they are by far the hardest to get ranked because there’s just no history. The apples are the size of cherries and while they look nice, we’re still attracted to the giant fruit on the older tree next door.
Google likes sites that have been around a while and gained some credibility and if you have a new site, then you need to be realistic about what’s achievable and most importantly understand that it’s not a five minute job.
The hard keywords are achievable but not in five minutes and sometimes the reality as a Search Engine Marketing company is dealing with that. If you can’t get them to number one in a month or two then it must be down to something not being done correctly.
All we do is prune at the right time, feed when required and if we can see a root needs some attention we do it because we know that months down the line the results will be so much better and here to stay!
An old domain has a lot more potential for Search Engine Marketing because very often it just needs a bit of TLC. If you have a website that’s five years old but not getting much traffic, something can usually be done to improve its chances online and if we go back to the analogy some simple or even extreme pruning and nurturing will usually have it coming back stronger than ever before. But, with clients, it’s not always easy to convey they just see a tree that’s not got any fruit on it!
Localised Keywords – SEO Finchley anyone?
The truth is very simple. Anyone can get relatively good rankings for ‘localised’ key words (in fact you can read our previous blog for some information on this) but getting ranked for the words that will bring in the best traffic and therefore the best leads is a whole different ball game and so much more effort!
Unfortunately Search Engine Marketing is misunderstood by many and because of this it’s very easy for some ruthless companies to take advantage of that fact. Whereas the honest approach is actually the better one – but it doesn’t have bells on it so it maybe doesn’t have the same appeal to the odd client here and there and that is one factor which can lead to ‘goodbye’ on occasion.
We love our clients – we really do and many of them have stayed with us for years because the SEO services we provide are high quality, transparent and above all very honest. However, sometimes there’s the odd client that in reality wants the ‘bells’ to be ringing and who doesn’t really care about quality, longevity and the how or why – they just want to be number one.
But if they have a brand new domain – how do you really tell them that what they want is just not achievable over night?
We did a test on a blog the other day and wrote about the riots that were happening all over the country. Within an hour or two we got a page one listing on Google for that particular blog. You may think this is marvellous – but on day two we had gone to page two and I daresay that by the end of the week we’d be further down the listings again.
Anyone could write that blog, but how do you get it stay at number one or on the first page? That’s the bit that an honest SEO company will be able to help you with. The less desirable will sell you a service and get you to number one (maybe) but you simply won’t stay there.
Goodbye my Love
So, as a Search Engine Marketing company that cares, on occasion we are asked to undertake SEO and we like to deliver results. But, here’s the thing, we don’t want business that is not founded on the very best principles and it’s times like those where we have to politely say ‘no’ or even ‘goodbye’ to the odd client.
It’s not because we don’t care – but because we do and for this reason we are always a little apprehensive about saying goodbye – even though we know it’s for the best!
So, how do you tell a client it’s ‘goodbye’? Answers on a post card please!