Selling SEO is Easy, Getting SEO Truth Across? Not So Much.

by Dave Curtis on September 11, 2015

Real SEO vs Promise You The Moon for a Song and a Dance

In real SEO when dealing with clients who are technological neophytes, the Truth will kill a sale faster than a herd of rampaging rhinos squashing a gnat. They want to hear all kinds of mythological easy, instant, one click, make me a millionaire fixes. They love being fed “just imagine” slick, generic, internet usabilty buzz words montage Stock Video Footage videos.

Where do these videos come from? From places like this, and this, and this, and this, and lots, lots more. Choose your video, pay for it, download it to your computer and upload it to your YouTube channel as your own. Anyone can do it and look like a super nifty expert SEO whiz-bang pro without doing or knowing a thing. There’s even a plugin for WordPress sites called SEO by Yoast with a set of traffic light signals Green, Yellow & Red that’s out of date that non SEOs use as a bible to guide them. But that’s neither here nor there. What’s important to remember is that real SEOs know thousands of detailed things about technical SEO rankings – what helps them, what hurts them, what’s superfluous in today’s world of SEO and what most recent changes have been made that effect all of the previously Ok things on your business site that, if you don’t change them now, will hurt your rankings and returns now or very soon. The false SEOs rely on a lot of technobabble to BS management and it’s been that way for a very, very long time (in computer lingo that means for at least the past 25 years). If you can’t dazzle them with brilliance, baffle them with bullshit is the old mantra. And the fact is that so many people even today are technologically illiterate (meaning not fluent in advanced technology) that BSing them works better than trying to dazzle them… and here’s how.

Here’s how Technobabble works to confuse laymen.

Choose any word from Column 1, any word from Column 2, and any word from Column 3 and then make something up about them. Here’s a non SEO related list to give you a feel for one of the oldest tricks in the technology field:

Column 1 Column 2 Column 3
quantum flux inhibitor
positronic reaction equalizer
gauss field dampener
osmotic particle chamber
neutrino gradient catalyst
molecular induction coil
resonating conversion unit
thermal polarizing translator
photon displacement grid
ionic feed regulator
multiphase imaging sustainer

The truth is simple: SEO is complex.

This is the story of the life of many an SEO (legitimate and otherwise) getting calls from people who want their websites to rank first in Google… But gaining information from them isn’t usually easy. Sometimes the callers themselves haven’t a clue as to what they really want their own businesses to target in the search engines. Sometimes they ask for the impossible on small to non existent budgets. The real SEO’s promises ARE true in a perfect world where the business owner knows what he or she actually is looking for, has a realistic budget, and is ready to expand, but for the ones who believe in the mythological easy, instant, one click, make me a millionaire fixes, sadly, expectations are more like this…

Explaining to a business owner that they’ll actually need to dedicate some company time participating in the SEO process absolutely requires that the lead person (or persons) in charge pay attention and take the SEO process seriously right from the very start. To many prospective clients telling this to them is an absolute deal breaker. They want a one button and its fixed for good deal. A real SEO should know everything already, just like an accountant, as if an accountant would never need to gather facts, look at your books, and get right down into the nitty gritty of every financial detail about your company. Why should an SEO need to know less about every other aspect of your business? Will it take a day to deliver or a week? Are products refundable or not? I had a client change the return policy month by month. During months when no returns were requested there was a money back guarantee. As soon as someone wanted to make a return, the page came down.

The fact is that today’s search engine optimization is focused on the user experience. Giving users what they want means providing them with as much diverse killer content as possible on the site to match all of the combinations of searches.

In more than one instance I’ve been contracted to take a website that started out with five pages and build it into a thousand, only to have to remove several hundred pages later on because the left hand of company management was saying one thing and the right hand spoke up much later saying “we don’t deal with that, that’s not what our company does” when in fact it was a core area of discussion when the contract was being agreed upon, only the principal didn’t take a real look at what was agreed upon until a year later.

I don’t mind removing 400 pages from a site I was paid good money to build. What I do mind is missing the great opportunity to rank the site for what would really have helped it out by focusing those 400 pages worth of work on what the company actually deals with.

The problem’s solutions as I see them in situations such as the one above are either hire an in-house SEO who’s right there 40 hours a week while working on your site (best option in an ideal economy), or take the time to thoughtfully answer email and phone call questions as fully as possible – and be proactive in helping the SEO by providing ideas and topics to work with from industry journals etc. If you have access to online industry subscriptions forward them to your SEO so he or she can gain insights and find areas to write about that might attract prospective clients to your site.

In theory, if your business is run right, you’re tracking daily, weekly, monthly and annual trends. So two or three months before you know sales of products or services X, Y, and/or Z are due to peak it’s time to let your SEO know that those products or services need fresh focus.

In other cases where management has been loose, the results of the SEO have been that the business was getting too many service calls, service calls in wished for extended markets outside of the actual service area (and sometimes for services they no longer provide), or there are product manufacturing orders management and production aren’t capable of keeping up with and fulfilling due to manpower shortages etc. These are another type of problem, and the reason why the big-box service and product distribution brands almost always rank tops in the SERPS (Search Engine Return Pages) is because their management and distribution systems are so much more polished and efficient.

In order to avoid the problems above, part of my advice to any company, especially service companies, is to Google your own type of service and see what comes up. Take a look at the top 3 results. Go to the sites and don’t just look at the front page of each, but look at the keyword rich text links in the paragraphs on the front page. Click those links, one at a time, and drill down to the next page and see that content. Do the same thing with the keyword rich text links embedded within those pages. Soon you’ll see that there’s a definite and well thought out pattern to the internal link building cross referencing dozens and even hundreds of pages within the site. You’ll also see that most if not all of those pages are written to convert if initiate a transaction.

Once you’ve seen the amount of solid precision information work done on each page, and company oversight and input it requires to be crystal clear as to specifics, you’ll be better prepared to give the SEO what he or she needs to beat all but the biggest big-box brand competition. To beat the big-box competition you’ll have to come  up with a regional or national SEO budget and the staffing to cover it as quickly if not more so.

If you’ve got a problem with figuring out what you’re doing wrong, contact a S.C.O.R.E. group of professionals. That may help if you follow their advice to the letter. That said, I know of one rather famous Florida company which went bankrupt after failing to build an online store as I had instructed them to do two years earlier, and even set up their online store and provided instructions on how to upload products, pictures, descriptions and prices. A year or so later they called in S.C.O.R.E. and didn’t follow their advice either, went out of business, had to auction everything off, and got in trouble with the IRS.

So you see, when it comes to SEO telling the truth means letting you know early and in no nonsense terms that if you want to rank it’s not like turning the key in the ignition of a brand new car and it goes VROOM, problem free, simply because you threw some money at the car dealership. Instead it means working with me, the SEO,  in much the same way you would work with an architect or an accountant.

The other SEOs you’ll hire before you hire me won’t tell you that. They’ll give you some line of bull and show you a flashy generic stock video they bought online for a dozen or a hundred bucks, uploaded to Youtube in their account, and then pasted into their own site as though it were their own skilled production. Only it’s not their own. Two years ago they knew nothing of SEO, and are now suddenly slick salesman letting the stock generic bla, bla, bla, bla, bla, bla video sell you on their vast skill and wisdom with a bunch of vague phrases. “Imagine what your site could do ….” Yeah. So just keep imagining – that’s what’s called a pipe dream – an opium dream. It’s a waste of time and money. Trust me. I know. I get calls from people telling me they’ve spent $8,000 for SEO and gotten absolutely nothing, and that they don’t have any money left in their budget, and what can I do for them for $500 or $600 dollars. Answer: Nothing.

Before You Call an SEO Ask Yourself: Do You Really Want to Rank – Are You Truly Ready For The Consequences?

My advice to those who really want to rank is to stop dreaming and imagining and wake up. Take my advice, do the work required and switch your online business on or turn it around. Making it mediocre isn’t good enough any more. Making it great is the only way to do it. Greatness doesn’t happen passively. And that’s ….

Why the truth doesn’t sell SEO

If you’ve got a business with a top sales team and a marketing director and a top salesman worth their salt, and you want to get to work on some real online ranking and long term ROI call me, Dave Curtis, at Brooksville Computer cell phone 1-813-308-8614 or my office line 1-917-521-4798 so we can work together.

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