Would Your Company Be A Good SEO Client?

Organic links – the ones that just happen are typically driven by things like public relations, brand awareness, unique content, existing exposure, and social networking. In competitive markets, some aspects of the evolving SEO field should be baked into the core of the company’s DNA. When you get interviewed, you have to know to ask for links. If you are in competitive markets and are operating at scale, it is unlikely that you will have your SEO be your contact point for all media relationships.

Profitable client projects

Some client projects are a slam dunk; where after a half hour of research, you see opportunities (including site structure, page titles, on page optimization, competitive research, and content ideas) that guarantee a multi-thousand percent ROI. SEO is the most explosive and has the highest returns when there is an already successful company that is in the game, but has not given a second thought to SEO.

All of the footprints (customers, customer interactions, customer lists, word of mouth marketing, organic links, a traffic stream outside of search, etc.) that comes along with having a successful company, works as a foundation which helps the SEO efforts boost the site even higher into the search results. As a bonus, those existing footprints on the web are also the hardest for competitors to clone. Once you have them, you have a lasting competitive advantage.

It is easier to take a website from page 2 or 3 of the search results to the top than it is to start building from scratch. In fact, many of the smartest SEO practitioners are willing to launch a site that is half done just so they can get it a few links and get it aging. Google likes old websites, so that is what we should give them.

Brutally ugly client projects

Conversely, the worst websites to work for (especially as client projects) are those which are not unique, those that are brand new, and those that tend to be thin on content. Why? These sites have no footprint on the web. And if they are to build one, it often requires aggressive push marketing, and is moving counter to the trend in search. Matt Cutts recently went so far as making a video recommending not trying to rank a thin ecommerce site.

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