12 Aug How To Prove SEO Value to Clients
Search engine optimization can be invaluable to businesses of all sizes and across industries. However, it may be difficult to convince those who could most benefit from it.
Although most companies have a vague idea that they should invest in SEO, they may be reluctant. After all, it’s a new, long-term expense. Clients who aren’t as tech savvy may also find the digital space intimidating. However, as an SEO reseller, it’s your job to show them how their businesses can benefit from your services.
Of course, this is easier said than done. Even if the advantages seem obvious to you, you need to explain them in detail to your clients. Good business owners require proof something works before they put their hard-earned money into it.
So how do you prove your services are worth it? There are several approaches you can take—you may even want to combine a few for maximum effect.
1. Ask for a Test Budget
Your clients may be willing to start off with a test budget to judge SEO value. This allows them to see impact without risking too much.
Since you’ll be working with limited resources, there are a few things to keep in mind:
- The results probably won’t be drastic, so don’t over-promise
- It may take time to see noticeable results
- Choose a test with the maximum opportunity for improvement to truly showcase the difference
You should discuss all of this with the clients to set reasonable expectations. When you have data, create a detailed explanation of what improved and (most importantly) how it benefits their business. Remember, if this is their first partnership with an SEO reseller, they may not understand how SERP rankings affect them.
2. Compare Your Rankings to Competitors’
Nothing gets businesses’ attention faster than pointing out how the competition is doing. You can build a case study illustrating the difference between their rankings and competitors’. There are a number of SEO tools, such as SEMrush, that can help you do this.
The most important thing about this approach is knowing what to compare. You need to find a competitor that uses key terms that align with your clients’ goals. Try to create a one-to-one comparison of your clients’ keyword performance to their competitors’. When they see their business outperformed, they may be more willing to try SEO reseller services.
3. Contrast SEO Costs With Paid Search
Some clients may resist SEO value because they already have paid search advertising. While this can be a helpful digital marketing component, it’s not as effective as SEO. Paid ads account for 5-10% of traffic to sites, while organic searches bring in up to 64%. Organic searches also yield a conversion rate of nearly five times that of paid advertisements.
As a SEO reseller, it’s also essential that you ensure your clients understand how SEO generates organic searches. Explain the basics of SERP rankings and why getting on the first page is a must. It can’t hurt to add that 80% of mobile searches result in purchases.
4. Use the ROI Model
Sometimes you have to break out the hard numbers. Clients may want a projection of how much money SEO will generate for them. The ROI model is ideal for this.
While you have to crunch a few numbers with this strategy, it can pay off by showing a literal SEO value. ROI models take conversions and click throughs associated with key terms, then applies them to clients’ current revenues. For example, a company may have a conversation rate of 3%, a close rate of 25% and an average sale of $5000. If you project an additional 750 clicks a month due to SEO, that’s a $28,125 increase to monthly revenue.
5. Organize Data With Reports
One advantage you have as an SEO reseller is access to analytics. You can use the Google Search Console to identify upward-trending key terms that relate to the client. Be sure to translate what those increases mean in terms of key metrics:
- Traffic increases
This is an excellent method to use with a test budget, as it efficiently organizes hard data. With the results laid out in black and white, your client can see exactly how they’re benefiting.
6. Outline How SEO Influences the “Real” World
Maybe your clients understand the online numbers but don’t believe they compare to “real-world” strategies such as print advertisement. Getting these companies on board requires you to shift their thinking. Businesses may be slow to change when something else has worked for decades. The problem is, they don’t realize that technology is radically changing commerce, and old standbys may no longer be effective. Case in point: When surveyed, around 88% of US shoppers said they do online research before buying. As a SEO reseller, you can show clients how integral the internet is to modern customers’ purchasing journeys.
White label SEO can help small businesses compete in the digital space, even against larger competitors. Boostability provides online marketing services to fulfill the unique needs of small enterprises. Learn more by going online or calling (800) 261-1537.