You’ve landed your first, fifth, or tenth SEO client now.
That’s amazing, and well done!
But here’s where your journey starts. Getting your contract sorted is the first step towards daily collaboration and client management.
How do you manage SEO clients so that you can scale, collaborate smoothly, and deliver SEO services on time?
Managing SEO customers may appear overwhelming, but we know a few good practices for SEO client management.
What you will learn
- 9 ways to manage SEO clients
- How to build your own SOP for SEO client management
- Which tools to use to improve collaboration
9 tips to manage SEO clients
Managing SEO customers is a difficult job that requires a deep understanding of their individual needs, industry trends, and the needs of SEO itself. Effective client management can increase your retention rates and even improve your average revenue per client.
We'll discuss practical advice, strategic insights, and proven methods to improve client relationships.
With these best practices for SEO management, you'll be able to improve communication and offer unmatched SEO services.
Here are 9 best practices on how to manage SEO clients.
1. Set realistic expectations
At the beginning of your partnership, it's important to set clear expectations for your clients about how often and how they can reach you.
This could range from weekly emails to monthly reports or even quarterly meetings.
By establishing these expectations early on, you can avoid misunderstandings and ensure a smooth working relationship.
Your initial discussions should be focused on defining terms and establishing rules that will guide the partnership going forward.
To cultivate a great partnership, set clearly defined and realistic expectations.
These should be in sync with the client's business goals and digital marketing objectives, but you might need to work on aligning the client's goals with what is possible.
This strategic roadmap will serve as the direction for all future SEO efforts.
Honesty is your best ally in these discussions.
Be upfront about what's possible and what's not. It's always better to underpromise and overdeliver than the other way around.
This approach not only builds trust but also leaves room for pleasant surprises when you exceed the SEO clients’ expectations.
2. Use a structured reporting system
Trust is key in any partnership, and in SEO, a clear reporting system helps build that trust.
It tells your client exactly what's going on, so they can keep track of their progress and act when they need to.
The secret to good reporting is to focus on the details that matter to your client's business.
And how you report something is just as important as what you report.
The information should be easy to understand, regardless of how much your client knows about SEO.
Numbers can be hard to understand on their own.
So, rather than simply providing data in your SEO reports, explain what it means.
Show why the numbers matter and what they mean for your client's company.
Draw conclusions from it, so both you and your clients know what to do next. Your reports will be not only informative but also useful, adding value beyond data and figures.
You don't have to write lengthy reports on the SEO process, especially if your clients are too busy to take the time to read them. Sending short, actionable insights is often way better.
You can use tools like Surfer Audit to show the client potential improvements.
Sometimes a quick screenshot or one pager can produce more results than a spreadsheet packed with tabs.
3. Evaluate performance frequently
Regular check-ins help identify areas for improvement and ensure that your strategies keep up with the ever-changing world of SEO.
Take the time to sit down with your client's marketing manager and discuss the SEO project.
Talk about what's working, what's not, and where there's room for improvement. Discuss any issues that are slowing things down.
Taking a few minutes every few weeks to have these discussions can lead to big changes and improvements you would have missed otherwise.
Here are a few ideas for regular client check-ins:
- Set up a master report in a Google Spreadsheet that is automatically updated as new activity occurs.
- Encourage your client to provide regular feedback so you can improve your SEO efforts, communication, and SEO project management.
- Incorporate screen sharing into quarterly SEO consultant video calls for in-depth performance reviews.
- Asynchronous daily standups with your internal team is a great example of in-house communciation.
4. Come up with initiatives
As an SEO professional, it is your responsibility to come up with several ideas, if your original plan doesn't work.
If you can show your clients how extra SEO services can boost their organic traffic or fix problems, you can bring in more revenue for your agency.
This isn't about hard selling.
It's about showing how small changes to the budget can lead to big improvements in digital marketing.
It's about showing them the value they'll get first, not just a bigger bill for you.
You can, for instance, demonstrate how a few external links a month can boost their rankings and persuade them to start link building activities with your company.
Put data behind it, and you're on your way.
However, it's not just about your great ideas but also about managing any potential hiccups.
Stay one step ahead by implementing preemptive solutions that anticipate potential SEO issues.
Regular site audits, tracking changes in rankings, and keeping up with industry news can help you prevent problems before they occur.
Putting in place preemptive measures is not a one-and-done deal. It requires ongoing effort and vigilance. The payoff could be big: happy clients who avoided problems because of your help.
5. Prioritize communication
Effective communication is essential for managing SEO customers and ensuring you're both on the same page.
One of the most important aspects of prioritizing communication is providing regular updates.
Keeping your clients up to date on the status of their SEO campaigns demonstrates your dedication to their project.
It also allows you to demonstrate the impact of your work, which can reinforce the value of your services.
Transparency is another key part of communicating with clients.
It's important to be open about the strategies you're implementing and the reasons behind them.
This not only helps clients understand the value of your work but also builds trust in the SEO team.
Communicate challenges and setbacks honestly and promptly, along with your plan to resolve them.
By explaining concepts and strategies in a way they can understand, you can help them appreciate SEO and make better decisions.
Remember that communication is a two-way street.
Encourage clients to share their thoughts, concerns, and ideas, as well as updates. Their feedback can inform your strategy and help you meet their needs.
6. Cultivate client relationships
Managing SEO clients is about delivering top-notch SEO services.
But also about the human connection.
Imagine you're working with a client who's very new to the world of SEO.
Or, a client who has dealt with low-quality SEO agencies before.
Ongoing communication can help them feel involved and informed.
You might set up weekly catch-ups to discuss progress, answer questions, and discuss next steps.
This not only keeps them in the loop but also shows that you value their input and partnership.
Making them feel cared for, on top of delivering great services, is often all you need to manage a mutually beneficial partnership.
Success in the SEO industry is a cause for celebration, and it's even better when you can share these wins with your clients.
Did their website traffic spike after implementing your keyword strategy?
Did they climb to the first page of search results?
Did your SEO campaign finally reach their goals?
Pop that virtual champagne!
In a competitive market, celebrating your victories can be fun and rewarding.
Naturally, it's not always hunky dory.
If a Google algorithm update causes a dip in their rankings, be there to provide reassurance and a plan of action.
This can strengthen your client relationship by showing them that you're committed to helping them succeed, no matter the obstacles.
7. Deliver exceptional value
In every single interaction with your client, aim to deliver value.
Whether it's providing actionable insights, going the extra mile to meet their needs, or simply being responsive to their queries, each action should strengthen your client's trust in your agency.
Delivering value also involves implementing effective and up-to-date SEO strategies.
SEO is always changing, and search engine algorithms change all the time.
Staying on top of these changes and adapting your strategies accordingly is critical to delivering value.
Providing value also means showing the results of your work.
This involves tracking and analyzing key SEO metrics, as well as presenting this data in a clear and understandable manner.
Regular reports that show improvements in rankings, increases in organic traffic, or growth in conversions can help clients see the real value of your SEO project.
Lastly, delivering value means being responsive to your clients' needs and feedback.
This means listening to their concerns, answering their questions quickly, and being open to changing your plans based on what they say.
You can strengthen your client relationships by demonstrating that you value their input and are committed to their satisfaction.
8. Stay updated with tools and technology
Invest time in keeping your toolbox up to date.
Explore new SEO software, improve your skills with advanced training, and stay on top of emerging SEO techniques.
A robust, up-to-date toolbox can significantly enhance the effectiveness of your SEO management.
But interestingly enough, it’s also a clear signal to your clients that you're committed to growth and always striving for excellence.
This shows that you aren't just using the best tools for the sake of your agency but also for your clients and their results.
Adopt new SEO tools that can automate your workflow and provide better SERP insights.
Similarly, if there's an advanced training course that can enhance your SEO skills, go for it. The more you learn, the more value you can bring to your clients.
9. Streamline processes using SOPs
Standard Operating Procedures (SOPs) can play a crucial role in managing SEO customers.
They provide a structured approach to various tasks, ensuring consistency, efficiency, and quality in your services.
When managing SEO clients, SOPs can be used to standardize the onboarding process for new clients.
This might include steps for initial client meetings, setting up project management tools, conducting an SEO audit, and creating an initial SEO strategy.
Here's an example of an SOP for onboarding new SEO clients:
- Initial client meeting to get to know the client and their needs.
- Analyze the client's current SEO situation.
- Propose SEO approach based on initial findings and planned SEO strategy.
- Define the specifics of the service agreement, including deliverables and payment terms.
- Setup and access to the client's SEO tools, website, analytics, etc.
- An in-depth SEO audit to uncover areas for improvement.
- Develop a detailed SEO strategy aligned with audit results.
- Approval and implementation of the suggested SEO approach.
- Set up a consistent reporting system for progress and result updates.
- Regular communication schedules for updates, feedback, and strategic adjustments.
By following a standard onboarding procedure, you can ensure that all necessary steps are taken and that every client receives a consistent level of service from the start.
SOPs can also be used to help keep SEO projects running smoothly.
For example, you might have steps for keyword research, on-page optimization, building links, and making content.
These SOPs would detail the steps to be taken, the tools to be used, and the metrics to be tracked for each task.
By standardizing these processes, you can ensure that all work is done to a high standard, regardless of who is doing it.
In addition, SOPs can be used for regular reporting and communication with clients.
They can outline how often reports should be sent, what metrics should be included, and how to explain these metrics to clients.
This ensures that clients are kept informed about the progress of their SEO in a consistent and understandable way.
SOPs can help manage the continuous improvement of your SEO services.
They can provide a framework for regularly reviewing and updating your SEO strategies based on the most recent best practices and algorithmic changes.
This ensures that your services remain effective and deliver value to your clients.
Tools for SEO client management
Here are some examples of popular tools that you can use to manage clients for your SEO agency.
Surfer
A comprehensive SEO tool that provides data-driven insights for on-page optimization, keyword research, and content development.
Monday.com
A versatile project management platform to manage SEO clients and support planning, tracking, and delivering SEO projects efficiently.
Google Analytics
A free analytics suite from Google to deliver insights on audience, demographics, or acquisition in real time.
Google Search Console
Google's free tool can help you determine the website performance of your clients in Google's search engine.
Slack
A team collaboration tool for real-time communication.
Asana
A project management tool that helps in organizing and structuring SEO work in a way that's best for your team and clients.
Airtable
A flexible database tool that combines the functionality of a spreadsheet with the power of a database and workflows.
Vidyard
A video hosting and sharing platform that can be used for client communication, training, and presentations.
Scribe How
A tool that allows you to create and share step-by-step guides, making it easier to explain complex SEO processes to clients.
Notion
An all-in-one workspace where you can write, plan, collaborate, and organize tasks creating mini knowledge bases.
Key Takeaways
- It's important to establish clear expectations with your clients at the beginning of your partnership. This includes how often and how they can reach you, and aligning their business goals with what is realistically achievable through SEO.
- As an SEO professional, it's your responsibility to come up with new ideas if the original plan doesn't work. This could involve demonstrating how additional SEO services can boost their organic traffic or fix problems, and showing how small changes to the budget can lead to significant improvements in digital marketing.
- Regular updates, transparency about the strategies being implemented, and encouraging clients to share their thoughts and ideas are all crucial aspects of effective communication. This not only helps clients understand the value of your work but also builds trust.
- Managing SEO clients is not just about delivering top-notch SEO services, but also about the human connection. Regular communication, celebrating successes, and providing reassurance and a plan of action during challenges can all help to strengthen your client relationships.
Conclusion
Getting great SEO clients is one thing; managing SEO clients and their expectations is another. To do so, you need to deliver more than SEO services. You need to hone your SEO client management skills and build client relationships on a daily basis.
Effectively managing a client can retain them for many years, helping your agency grow. Do you have any insider tips for managing SEO clients? Share them with us below!
