Important for SEO Ethics

“Content is only relevant for search engines…”

Creating content requires balancing additional value for users and optimization for search engines. Good SEO consultants have long since taken this to heart and roll their eyes when they hear: “Content is King!” For some clients, however, content is secondary and they don’t realize the importance of captivating text. Some even want to hide the text near the footer, to avoid decreasing conversion rates. It can be a real challenge to convince clients that content offers unexpected opportunities. Instead of hiding content, clients need to understand how essential it is to give the user a reason to share, like, tweet and – above all – to return to the site. Creating content should no longer be regarded as a duty but as an opportunity to stand out from the crowd.

“I’ll make you an offer you can’t resist.”

Sometimes customers compare the offers of several companies and decide on the SEO firm with the cheapest prices. Of course, some SEO consultants offer an unrivaled price, but potential customers should be aware that the gap between good and bad SEO consulting is enormous. In fact, the gap is much larger in performance than in price.

Very good SEO consulting isn’t cheap – and there is a reason for this. Strikingly cheap offers go hand in hand with a low-quality service that falls short on sustainability and maintenance. Worst case, it even inflicts damage. The old adage applies: If something sounds too good to be true, it usually is.

In case the customer argues for the “cheapest competitor”, you can defuse this point easily. Simply ask your customer for the competitor’s service package, and compare not just costs but also benefit. A detailed evaluation of the two packages will give you the leverage you need to demonstrate why you charge more and show the value of your service.

SEO Consulting after the Launch of the Website

Some customers consider SEO as the cherry-on-the-top of website design and don’t consider hiring an SEO until after the website is launched. While this can be more cost-effective, there is a great deal of value in SEO advice in the early stages of web development.

In order to convince a client of this, be ready to give examples of optimization methods that should be applied before the launch of a website. For example, a well thought out URL structure. Although it is possible to change the URL structure after the launch, it causes redirects and may even diminish the value of backlinks. Failing to perform an SEO check before the launch of a website can lead to disadvantages in costs and performance.

SEO for Innovative Product Ideas

Unfortunately, some ideas or products are so innovative that using SEO is not profitable. If the primary keyword set has no search volume (yet), it is pointless to try and optimize a website for it. Users will not search for products or services that don’t know about. In these situations, it is vital to make the audience aware of the product through other marketing channels first.

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