In increasing your client acquisition and client retention rates, the first thing that you have to consider is the quality of your SEO services.
Quality assurance and improvement in services can help your clients expect better results in your campaigns and get them assured of the positive return of investment (ROI) for those projects.
This requires a list of priorities to segregate tasks that needs immediate actions and those that would require processes to be able to get started with them.
In this post, I’d like to share tips on how you can improve the quality of your SEO services, scale your processes and start growing your startup company.
Set Goals and KPIs
The goals of your company and your personal goals as a business owner highly depends on your team size and resources.
Either short or long term, goals should be associated with key performance indicators (KPIs).
As discussed in Wikipedia, KPIs are designed to evaluate the success of a particular activity in which it is engaged. Sometimes success is defined in terms of making progress toward strategic goals, but often success is simply the repeated, periodic achievement of some level of operational goal (e.g. zero defects, 10/10 customer satisfaction, etc.).
In SEO, your KPIs may be one but not limited to the following elements:
- Increase in organic traffic and overall traffic. This will prove that your SEO really works for your clients. Otherwise, they should have invested insocial media marketing or other online marketing campaigns to increase their overall traffic.
- Increase in conversions (macro and micro conversions). If it is a blog, its micro conversion is getting its visitors signing up for its newsletter. While macro conversion takes a bigger scale, it may be purchasing an ebook offered by the blog owner. The reason they invested on SEO is that they want to increase their conversions. This should be the primary KPI of every SEO consultant as it would give their clients confidence to invest in SEO in the long run.
Meet your clients’ expectations
The most common mistake internet marketers made is not setting a realistic expectation for the campaign that is favorable both for them and their clients.
Even if you’ve been successful with one goal, but it is not the goal that your client has set in his/her mind, then you’re putting all your efforts into waste.
So make sure that you talk to your client and set the right expectations. Check out this post by Jon Cooper and use his checklist of SEO questions.
Test and apply new SEO techniques
The best retention strategy is growth. If you want your clients to stay with you, then you have to grow your company. Improve your services by implementing new SEO techniques that will work best for your clients’ websites.
I always go with my blog, test new SEO techniques and collect relevant data from the tests. If I see that those techniques can fit in to my client’s website, then I implement them.
Marketing is science. It requires continuous experiments to identify patterns and opportunities of growth. The same goes with the SEO field. The moment you stop testing new tactics, that is the time that you stop growing in your career.
Set a sustainable and customized SEO process
Sustainable SEO process requires a good understanding of what really matters today and in the coming years. If you can estimate certain results that will happen to your campaign, then you’re more likely see improvements in your processes.
In content marketing, you must exert time in planning your content strategy before taking actions right away. If you fail to plan, you plan to fail.
I liked how Ross Hudgens detailed their process of getting their SEO ROI from content marketing. I highly recommend his slide presentation.
Every business has its own unique selling point and strategy regardless of the industry that belong to. This would require an SEO campaign to be customized as to the product and selling point of the company.
More resources on effective SEO processes
- 13 simple SEO processes you can use to improve client acquisition and retention
- The New SEO Dashboard and How to Best Monitor Your Site & Competitors
Testing your current data, analyzing how you can improve each activity in your campaign and taking actions according to the results will help you improve your SEO services, make your clients happy and get more leads/referrals for your company.