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What Is The Best Strategy When Providing Clients With Keyword Research?

Discussion in 'Black Hat SEO' started by SolidTactics, Aug 22, 2012.

  1. SolidTactics

    SolidTactics Regular Member

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    So I met with my prospect client on a new SEO project. I spent a good 4 hours doing some hardcore keyword research. Analyzing his site for various angles:
    • Competitor Research
    • Sales Funnel Keywords
    • Money Keywords
    • Informational Keywords
    • User Intent Keywords
    • And Much More

    Here is some background of what I did when I met the client initially with my proposal.
    I include my keyword research in my initial proposal. I am competing against several other cheaper SEO companies so I want the client to really understand the value and the keywords that they will be ranked for along with an estimate on how long it will take to rank.

    Its over a week later since I met with the client and now I found out that the client is using my keyword list for google adwords can you believe that? On top of that he's not even paying for the top spot, he's paying for the 5th and 6th spot, and his ad copy is complete garbage. Basically he's taking my 3 hours worth of research and paying a low pay per click to rank the keywords in paid search. He thinks he will save money by doing this. I still feel he will use me for seo services, but i feel that he wants to "test the waters first" with my keyword list to see if they are going to produce customers.

    Here are my key thoughts and questions, I would love some feedback from you guys:
    • What data, statistics and reason why, is he wasting time ranking in paid search at the 4th - 7 spots. Some people say its a waste and you wont get good conversions by ranking at the bottom and its best to be in the first 3 spots.
    • From my understanding your adcopy and landing page can affect your google quality score (what you pay per click, your bid price), can anyone vouch for that? And does anyone have any details or ammunition I can use for that?
    • What is the best way to deal with clients that may have the intention of using your proposed keyword list to simply rank in paid search or even worse, if they just give your keyword list to a cheap competitor? What is the best way to combat against that while still demonstrating and showing value (the last part is important here)? I mean not providing a keyword list at all will be difficult to win the client. If I am a client I would want to know what keywords you plan to rank me for before I give you my money and I am sure you would also if you were the client. So my question here is what is the best way to have a win / win while still protecting yourself as the seo consultant? My thought was to show the client the list, but don't let them have the list unless they sign a contract. In addition to go a step further, maybe give them a list of 5 average ranking keywords so if they really wanted to, they could take those 5 keywords you give them and test them in google adwords. 5 free keywords is better then 500 right? And besides if they get some customers with those 5, they know you are the real deal and they'll want the rest of the list and to be ranked organically.
    I am very interested to hear how people deal with this problem and other related problems. Thank you so much for taking the effort to read this post, and I hope others can benefit also from the feedback. :)
     
    Last edited: Aug 22, 2012
  2. ScripterAlex

    ScripterAlex Registered Member

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    If its a good prospect I usually do about an hour's worth of keyword research, and create a snazzy looking report with that info, on-page analysis, and current rankings report. Basically I give them a taste of what they are going to get as a real customer. I wouldn't worry too much about the customer doing PPC campaigns as all that is going to do is drive home your message of the best ROI being organic ranking using your SEO service.
     
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  3. dotgirish

    dotgirish Registered Member

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    That is always a risk to provide the keyword research before contract. I just give a small set of 5 keyword or so and start with them, when they are comfortable doing business with me, I get into a contract and provide more keywords and track the unique hit and provide periodic reports for improvements.
     
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  4. SolidTactics

    SolidTactics Regular Member

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    Thanks for the feedback!
     
  5. AutoBlogger

    AutoBlogger Power Member

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    When it comes to prospective clients mostly for SEO or SMM you will see 2 kinds in general:
    1. The confused one (He wants to start with)
    2. The confident one (He wants to improve)
    Handling both of them is not going to be easy. Both of them either don't know why he should do it or why he is going to pay you. At this point you have to act like a consultant, not a sales person. You will not give the client any service, you will offer them their solution. Mostly in a verbal way. The purpose of this phase is making him believe that he needs help.
    The next phase is showing what makes you better than other service provider. In this phase either you will show some proof of work or do some demo work for him. I like to keep my sample work duration below 1 hour. Act professional. Always keep in mind that, professionals do not do lots of work in a short period. They focus on detailing as well as action and documentation.
    I always get a higher rate of conversion though my English is weaker than many. I focus on clients need, psychology and my work quality. I charge high yet I have many returning clients.
    Keyword Research Sample: Always throw the medium quality keywords and mention in your report that there is bright possibility of finding more gems if you get times to dig deep. Never give your 100% for free.
     
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  6. Trojan12

    Trojan12 Junior Member

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    Yes there is a landing page quality score. This is mostly determined by Quality of the landing page, Relevance (Very important), Loading time of the Landing page, Clear call to action buttons, Adcopy and Trustworthiness (Brand name, Logo, T &C, etc), Adcopy must be related to the landing page as if they have a bad adcopy and a irrelevant landing page they will get a lower quality score and then no matter how high they up the Max bids they will still get a lower adrank :p As people who has better Quality score can bid lower and still get a higher adrank.
     

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  7. SolidTactics

    SolidTactics Regular Member

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    Thank you for the effort made here. I really appreciate everyones feedback! Keep if coming if anything.