Forge Search Marketing

Client Education is Essential to Conducting Good Business

While myths are apparent in any industry, SEO is inundated with bad information and as a result a lot of our clients are initially skeptical or have had bad experiences with previous consultants or agencies. So, in the early stages of meeting with a new or potential client we have a very definitive approach to earning their trust that revolves around client education and transparency.

Initially, we establish how much knowledge the client has about the work they are asking us to perform and then immediately clear up any misconceptions they have with sound documentation. A wonderful recent example of this is how a client did not understand how Quality Score for Google Adwords worked and was skeptical when we suggested adding a few pages of valuable content to his website.

We explained that one of the factors Google looks at for Quality Score is where the pay-per-click advertisement links to and what content that page has. Thus, by adding a few pages to his site that detailed individual services, not only would the Quality Score of specific advertisements go up, yielding lower cost-per-click values, but the pages could also be used for organic rankings. To help prove our claims, we provided the client with some Quality Score documentation straight from Google. The result? A client that was not only better educated about the service he was getting, but visibly excited for newfound possibilities.

With myths debunked and trust established, we maintain an open line of communication with our clients and explain in detail the process that we are going to take to garner results. Within the conversations about our work, we often find that our educated clients ask more informed questions and are able to assist us in making the best decisions for their business, yielding a very healthy working relationship.

Our goal as a company is not simply to provide a service, but to provide knowledge. Not only do our clients get the results they deserve with a substantial ROI, but they learn how to be – excuse our French – bullshit detectors for SEO and out web related services. Thus, we are fervent believers that client education is essential to conducting good business.