Managing Client Expectations

Managing your client’s expectations is critical to being a successful SEO consultant – or any kind of consultant for that matter. If the client has completely unrealistic expectations for you, any SEO efforts that you undertake will be seen as unsuccessful regardless of whether or not you actually are successful.

Making sure that you and the client are on the same page begins even before any contracts are signed. You should be evaluating how reasonable and realistic a client is from your first interaction. Do they seem to think SEO is going to be a really quick project or think they are doing you a favor by giving you business? If so, you probably want to move on and recommend someone else that might be able to “better” help them. Stay away from people who think they are helping you out by giving you business. These people typically think that since you are working on the internet and the internet is fast, SEO will be a fast and cheap process. Usually they think SEO is somehow magic too. Run away.

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Why SEO Never Changes

While search engines may change often, SEO does not. What really changes when algorithms are updated, either in tweaks or larger changes? The answer can vary but the advice rarely changes.

Create great content. Build quality links.

These two things will never change. Think you will ever hear the recommendation to an algorithm update be: scrape some content or your content isn’t important any more, just throw anything up. No. You will always want to have exceptional, unique content on your site. While on page factors might be decreasing in importance, it doesn’t mean that you would want to try and rank crap. Content is the foundation of your site; it will always be critical to your optimization, regardless of how important on page factors are.

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