Turning Around a Failing SEO Campaign
When taking on a new campaign that is struggling to make a return on their online marketing activity, particularly one that has just moved from another SEO company, it
is key that you create a solid strategy from day one and not rely on what has been built up already.
The client has come to you to make their online business strategy work and generate them money and this needs to be at the back of your mind at all times. The last thing you can do is fall into the trap of following in the footsteps of the previous company as it’s obvious that what they’ve done to date just wasn’t enough to make them a return.
Let Me Explain
Let me talk about a number of campaigns that I’ve taken on in the past that are struggling to make a return on their online investment and are too keen on gaining or maintaining ‘vanity’ positions to ensure they are above their competitors for phrases that they consider to be the big phrases with their industry. There is nothing wrong with this if it’s tied in with an ROI strategy, but I’ve seen cases where a client just wants to be number one because they’ve been there before and they felt the ‘buzz’ of being King of the hill.
I’ve dug a little deeper into this with a few of the clients I’ve looked after in the past and it seems to be pure vanity – it doesn’t actually drive any additional sales – even enquiries. Not touched!
Now this approach can be good for exposure – brand awareness and getting a message across or pulling in a high amount of traffic to gain a desired result eg. Email signups or survey results – but it doesn’t always result in additional revenue.
Although it may be the case that your client wants to make sure they are above their competitors and in the public eye it’s a large drain of an SEO Consultant’s resources to keep this momentum going whilst also focusing on phrases that actually offer a return on investment.
There needs to be a balance or the focus needs to be shifted into what is making them revenue and how this can be improved. In many cases this can be a series of ‘quick wins’ but the client needs to be on board with this strategy and their mindset needs to be aligned with ours if this is to work.
If you can use their analytics
to show them exactly what is working and where this can be improved in terms of traffic for the phrases that work as well as improve the conversion rates into sale or enquiry you are more likely to get your client on board with a strategy that generates more revenue and doesn’t simply maintain their outward image.