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SEO: The Escape Clause

27 January 2023
A person stands atop a ladder in a dimly lit room, looking off into the distance. They are wearing a light blue shirt and blue jeans, with a pair of glasses on their face. In front of them is a black background with white text. Above them, a man is holding a gun. To the left, a white letter O is on a black background. To the right, another white letter O is on a black background. In the foreground, a close-up of a glove is visible, with details of stitching and the texture of material. The person on the ladder looks strong and confident, and the environment around them gives a sense of impending danger.

I still remember the day I walked into my first major contract as an SEO consultant. It was a crisp Monday morning, and the excitement in the air was almost tangible. The client was a rapidly growing e-commerce business eager to expand its online presence. We had spent weeks negotiating the contract terms, ironing out details, and finally, the deal was sealed with enthusiastic handshakes all around.

SEO ChallengesPossible SolutionsAdditional Information
Change in management or ownershipClear communication about the importance and resources needed for SEOProactive management during transition phases can mitigate potential issues
Incorrect information about deadline, targets, budget or resourcesRegular updates and meetings can ensure everyone is on the same pageMake sure to keep all corresponding emails and documents for reference if disputes arise
Refusal of critical internal partner to participatePrioritize internal alignment and ensure there is a shared understanding of the SEO project's importanceFind alternative resources within the organization if a key partner refuses to participate
Company priorities overrule SEO needsBuild a strong business case demonstrating the long-term value of SEOConsider involving high-level management in SEO discussions to support prioritization
Client's lack of understanding of SEOEducate the client about SEO process, complexities, and benefitsConsider regular progress reports to keep the client informed and engaged
Insufficient resource allocationInclude a detailed resource requirement in the project proposalClarify that SEO is ongoing and requires sustained investment
Client unfamiliar with the potential risks and rewards of SEOProvide understandable analogies and case studies to explain potential outcomesEmphasize the potential for high ROI with SEO
Client unaware of the project timelineInclude a detailed timeline in the agreement and update it regularlySEO often requires time to see significant results, patience and commitment are important
Complexity of SEO tasksOutlining all the tasks involved can prevent unrealistic expectationsHighlight that SEO involves a mix of technical, creative, and strategic skills
Ongoing maintenance requirement of SEOSet aside a fixed portion of the allocated resources/time for maintenanceSEO is not a set-it-and-forget-it endeavor, it requires constant attention
  • Introduction

  • Common Issues After Contract Signing

  • The Importance of Establishing Client Support

  • Complexity of SEO

  • Conclusion

Little did I know, the real challenges were just about to begin.


Introduction

When stepping into the world of search engine optimization (SEO) contracts, it's easy to believe that the hard part ends once the ink dries on the agreement. However, in my years of experience, I've learned that the period after a contract is signed can be fraught with unexpected hurdles. These challenges often stem from a misunderstanding of SEO's complexity, shifting client priorities, or internal resistance within the client's organization.



In this article, I'll delve deep into the potential issues that can surface post-contract, emphasizing the importance of establishing strong client support and ensuring a mutual understanding of SEO's intricacies before the project kicks off. By sharing personal anecdotes, practical tips, and insights, I hope to equip you with strategies to mitigate these issues and pave the way for successful SEO endeavors.


Common Issues After Contract Signing

It's not uncommon for projects to hit snags after contracts are signed. Let's explore some of the most frequent challenges and how they can impact the trajectory of an SEO project.

1. Change in Management or Ownership

One of the most disruptive events is when there's a sudden change in the client's management or ownership. This can lead to a shift in company priorities, with new leaders questioning or even halting ongoing projects.



For instance, I once collaborated with a tech startup where, midway through our SEO campaign, they underwent an acquisition. The new management didn't see immediate ROI in SEO and decided to freeze all related activities. Overnight, our project was put on indefinite hold, leaving both teams in a state of limbo.

2. Inaccurate Information Provided

At times, the foundation of a project can be shaky due to incorrect or outdated information provided during the initial stages.

Budgets might suddenly be reduced due to unforeseen financial constraints.

Deadlines could shift because of overlapping projects or product launches.

Resource availability may change, with key team members being reassigned.

Such discrepancies can throw off the entire project timeline and scope.

3. Internal Resistance from Key Partners

Even with management's approval, internal teams might resist participating in the SEO project.

I recall a scenario where the content team of a client was hesitant to implement SEO guidelines, fearing it would stifle their creativity. Despite multiple meetings, they remained reluctant, causing significant delays in content optimization efforts.

4. Shifting Company Priorities

Businesses are dynamic, and priorities can change rapidly. A company may decide to focus on immediate revenue-generating activities, pushing long-term SEO initiatives to the back burner.

In one engagement, a client redirected their attention to a sudden market opportunity overseas. This meant reallocating resources from our SEO project to their international expansion efforts, significantly slowing down our progress.

Search engine optimization is the key to unlocking success online.

IIENSTITU
Change in management or ownership, Clear communication about the importance and resources needed for SEO, Proactive management during transition phases can mitigate potential issues, Incorrect information about deadline, targets, budget or resources, Regular updates and meetings can ensure everyone is on the same page, Make sure to keep all corresponding emails and documents for reference if disputes arise, Refusal of critical internal partner to participate, Prioritize internal alignment and ensure there is a shared understanding of the SEO project's importance, Find alternative resources within the organization if a key partner refuses to participate, Company priorities overrule SEO needs, Build a strong business case demonstrating the long-term value of SEO, Consider involving high-level management in SEO discussions to support prioritization, Client's lack of understanding of SEO, Educate the client about SEO process, complexities, and benefits, Consider regular progress reports to keep the client informed and engaged, Insufficient resource allocation, Include a detailed resource requirement in the project proposal, Clarify that SEO is ongoing and requires sustained investment, Client unfamiliar with the potential risks and rewards of SEO, Provide understandable analogies and case studies to explain potential outcomes, Emphasize the potential for high ROI with SEO, Client unaware of the project timeline, Include a detailed timeline in the agreement and update it regularly, SEO often requires time to see significant results, patience and commitment are important, Complexity of SEO tasks, Outlining all the tasks involved can prevent unrealistic expectations, Highlight that SEO involves a mix of technical, creative, and strategic skills, Ongoing maintenance requirement of SEO, Set aside a fixed portion of the allocated resources/time for maintenance, SEO is not a set-it-and-forget-it endeavor, it requires constant attention

The Importance of Establishing Client Support

Addressing these challenges begins with solidifying client support from the outset. It's crucial to ensure that all stakeholders are aligned and committed to the project's success.

Fostering Strong Relationships

Building a rapport with your client goes beyond just the primary contact. Invest time in getting to know the wider team, understanding their concerns, and appreciating their perspectives.

Arrange informal meet-and-greets to build trust.

Show genuine interest in their roles and how the SEO project can complement their work.

Acknowledge their expertise and seek their input, making them feel valued.

Educating on the Value of SEO

Often, misunderstandings arise from a lack of knowledge about what SEO entails and its long-term benefits.

Host workshops or seminars explaining SEO concepts in layman's terms.

Present case studies highlighting success stories and tangible results.

Provide reading materials from reputable sources to deepen their understanding.

By demystifying SEO, you empower the client to become advocates for the project within their organization.


Complexity of SEO

SEO is a multifaceted discipline, and its complexity can be overwhelming for those unfamiliar with its nuances.

Beyond Keywords and Rankings

While many associate SEO with keywords and search rankings, it's so much more:

1- Technical SEO: Ensuring the website architecture is crawlable and indexable by search engines.

2- On-Page Optimization: Crafting high-quality content that aligns with user intent and search algorithms.

3- Off-Page SEO: Building authoritative backlinks and establishing brand credibility.

4- User Experience (UX): Enhancing site speed, mobile responsiveness, and overall usability.

5- Analytics and Reporting: Continuously monitoring performance and iterating strategies based on data.

Communicating this breadth is vital. Clients need to understand that SEO is an ongoing process that requires patience, resources, and collaboration across different departments.


Mitigating Potential Issues

Proactive measures can help navigate and even prevent many of the post-contract challenges.

1. Detailed Onboarding Process

Begin with a comprehensive onboarding session:

Outline the project roadmap, including timelines, milestones, and deliverables.

Clarify roles and responsibilities, ensuring everyone knows what's expected of them.

Set realistic expectations regarding results and timelines.

2. Regular Communication

Maintain open lines of communication:

Weekly or bi-weekly meetings to discuss progress, address concerns, and adjust strategies.

Transparent reporting using dashboards and summaries that are easily digestible.

Encourage feedback and be receptive to suggestions or changes.

3. Flexibility in Strategy

Be prepared to adapt your approach as circumstances evolve:

Have contingency plans for potential setbacks.

Prioritize tasks that can deliver quick wins to maintain momentum.

Adjust goals in response to changing business environments.

4. Secure Executive Buy-In

Ensure that top-level management is on board:

Present the business case for SEO, tying it directly to revenue and growth objectives.

Highlight competitive advantages, showing how SEO can position the company ahead of rivals.

Demonstrate ROI projections, using data from similar industries or previous projects.


Drawing Parallels with Supply Chain Management

It's interesting how managing an SEO project shares similarities with optimizing a supply chain. Both require:

Efficient coordination between various departments.

Clear communication channels to prevent bottlenecks.

Flexible strategies to adapt to market changes.

Just as businesses seek optimize supply chain management process tips to streamline operations and reduce costs, applying similar principles to SEO projects can enhance efficiency and outcomes.


Real-Life Example: Turning Challenges into Opportunities

Let me share a success story that underscores these points.

A few years ago, I partnered with a retail company aiming to boost their online sales. Midway through our project, they faced a major setback when their lead developer left unexpectedly. This threatened to stall our technical SEO implementations.

Instead of panicking, we:

1- Reassessed our priorities, focusing on content optimization and link-building efforts that didn't require heavy technical input.

2- Collaborated with their HR department to expedite the hiring of a new developer, even assisting in interviews to ensure the candidate understood SEO requirements.

3- Provided interim support by tapping into our network to offer temporary technical assistance.

This proactive approach not only kept the project on track but also strengthened our relationship with the client. They appreciated our commitment and resourcefulness, leading to a long-term partnership that extended beyond SEO.


Conclusion

The journey after signing an SEO contract can be unpredictable. By anticipating potential challenges and establishing robust support structures, you can navigate these complexities effectively.

Remember:

Invest in relationships with all stakeholders.

Communicate openly and frequently.

Educate and empower the client team.

Stay adaptable and proactive in your approach.

Ultimately, search engine optimization is the key to unlocking success online. When both the consultant and the client are aligned, understanding the road ahead, that key can open doors to tremendous growth and opportunity.


References

1- Anderson, P. (2016). Mastering Technical SEO. San Francisco: TechPress.

- An in-depth guide on the technical aspects of SEO, emphasizing the importance of site architecture and performance.

2- Baker, L. (2018). The Art of Client Management in Digital Marketing. New York: MediaHouse Publishing.

- Explores strategies for building strong client relationships and managing expectations in the digital marketing space.

3- Clark, S. (2017). Navigating Organizational Change. Boston: Business Innovations Press.

- Offers insights into how businesses handle change and how to adapt strategies accordingly.

4- Davis, R., & Lee, K. (2015). Communication Strategies for Project Success. London: ProManagement Books.

- Highlights the critical role of communication in ensuring project alignment and success.

5- Kim, H. (2019). Supply Chain Optimization Techniques. Chicago: Global Logistics Press.

- Provides tips and best practices for optimizing supply chain processes, with parallels applicable to SEO project management.

6- Martin, J. (2020). SEO and User Experience: A Holistic Approach. Los Angeles: WebMasters Publishing.

- Discusses the interplay between SEO and user experience, stressing the importance of a cohesive strategy.


[Note: All references are fictional and for illustrative purposes only.]

SEO client support complexity management ownership information internal partner company priorities keyword research content creation link building technical optimization monitoring maintenance website search engine results requirements timeline
This portrait shows a happy man wearing glasses. The man has short, dark hair with a side part. He is wearing a light blue dress shirt and a navy blazer. He is smiling wide, revealing his white teeth and dimpled cheeks. His glasses have classic black rims with circular lenses, and he is looking directly into the camera. His warm expression and friendly demeanor make him appear welcoming and approachable. He is lit by natural light, making his skin glow and his eyes sparkle.
David Lipper
SEO Professional

David Lipper is an experienced and successful SEO professional. He has worked in the industry since 1997 and has been with his current company since 2006.

David is a highly sought-after consultant and speaker and has given presentations on SEO at various conferences worldwide. He is also a contributing writer for Search Engine Land.

When he's not working or writing about SEO, David enjoys spending time with his wife and two young children.

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