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11.25.08 Handling SEO Objections As They Arise  By
Peter Da Vanzo When you're pitching for SEO business, what objections do you hear most often? Knowing what objections to expect, and how to handle them will help you win business. Here are nine common objections made by SEO clients, and a few ideas on how to deal with them. 1. Search Engines Will Find Us/We Already Rank Sure. Under what keyword terms? How much of the site are the spiders missing? There is a big difference between arbitrary ranking in search engine listings, and ranking for focused keyword terms. Demonstrate to the client the value of appearing under a wide variety of targeted keyword terms, as opposed to this being a random process. It is like the difference between advertising where few people are looking, as opposed to appearing on a string of billboards in prominent locations. You could do a side by side comparison between the client and a more established competitor using Compete.com graphs. If they already rank for valuable terms, try to get them to track the business derived from those rankings, and show them the upside potential of increasing rank. 
2. We'll Have To Redesign Our Site. That Costs Money Quite possibly. Try to demonstrate to the client that the potential benefits outweigh the costs. One way to price organic search traffic is to use the PPC prices as a guide. It could also be argued that organic listings have a higher trust level amongst users, making the traffic potentially even more valuable. So how much is that poor design costing them in terms of lost opportunity? 3. SEO is Expensive A common objection, usually made because the client can't determine the amount of work required, or the the value added. Break down the work into separate tasks, and outline how long each task is likely to take. If the client knows your rate per hour, then they will be more able to determine if the cost is fair. For example: Continue reading this article. About the Author: Peter Da Vanzo is the founder of Search Engine Blog.com, a news resource for the search engine marketing industry. He is also a regular contributer on SEO Book. |
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