How Do You Convince Them On SEO?

37 replies
Ok guys heres the problem:

The area I live in is a tri-city area with approximately 300k population and about 4k businesses. Being as such its not really that hard for a local business to get 1st page rankings for just about any local keyword and in most cases without any effort on their own.

Example: I tried to talk to a local chiropractor into doing some SEO for his website, but he showed me right there in his office that he is already ranking #3 for "(mytown) chiropractor" and he says he did nothing but put up the website and hasn't touched it since.

Maybe my area is just too small for these types of services. Any suggestions on how I could make SEO services look more appealing in my area?
#convince #seo
  • Profile picture of the author Rus Sells
    I'd ask that chiropractor why he's not actually dominating most of the first page of Google then? Is he satisfied with just one mention of his site on the first page?
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  • Profile picture of the author ButterflyGarden
    I would ask how he ranks for "back problems" or "back pain" etc...

    Does he have more business than he can handle? Then he has more work to do.
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    • Profile picture of the author vndnbrgj
      Originally Posted by ButterflyGarden View Post

      I would ask how he ranks for "back problems" or "back pain" etc...

      Does he have more business than he can handle? Then he has more work to do.
      Exactly. Maybe he is happy with how his website and business is performing online. But, if he isn't swamped with business, he could always use more.
      Take his marketing ventures offline and online at the same time.

      Do JV's with other businesses in an effort to build his business. Capitalize on the success of others. There is more to being a well rounded marketing consultant than just doing a couple of things.
      Have Sports Rehab facilities offer their patients discount coupons for the chiropractor. Put one of the clients services on a site like Groupon, or Living Social. Sure, they might not make as much upfront on the customers, but if they do a good job..... they could have a few lifetime customers.

      Start thinking outside the box.
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      • Profile picture of the author RedHat39
        Those are good ideas and actually something I've been thinking about already for those local businesses that are already ranking well for this area.

        I mean I could badger them to get SEO done for keyword phrases like mycity back pain or mycity back problems, but with search volumes of less than 10 a month it makes hard to justify a ROI in SEO.

        Offering to setup JV's and Groupon presence seems like a much better avenue to pursue.



        Originally Posted by vndnbrgj View Post

        Exactly. Maybe he is happy with how his website and business is performing online. But, if he isn't swamped with business, he could always use more.
        Take his marketing ventures offline and online at the same time.

        Do JV's with other businesses in an effort to build his business. Capitalize on the success of others. There is more to being a well rounded marketing consultant than just doing a couple of things.
        Have Sports Rehab facilities offer their patients discount coupons for the chiropractor. Put one of the clients services on a site like Groupon, or Living Social. Sure, they might not make as much upfront on the customers, but if they do a good job..... they could have a few lifetime customers.

        Start thinking outside the box.
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  • Profile picture of the author FMLLC
    Easiest thing to do is show them the benefit. Convincing non tech business owners of SEO or SEM is tough because they cant relate to anything and alot think that you are trying to rip them off etc... if it is a good target and you think the business would be profitable to you take the time to showcase your skills for free. Then move into the deal. I have done this with about 80% success in offline business development targeting.
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  • Profile picture of the author rafterman
    target the businesses not on page 1.

    duh
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    • Profile picture of the author Rob Richards
      I agree with Rafterman.

      In a city of 300,000 there are plenty who are NOT found on the 1st page. That's where I'd focus my attention.

      In my suburb of San Diego, with a population of just 50,000, there are 42 chiropractors. Most of them need seo.

      Rob

      Originally Posted by rafterman View Post

      target the businesses not on page 1.
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      • Profile picture of the author Morgan Westerman
        Originally Posted by Rob Richards View Post

        I agree with Rafterman.

        In a city of 300,000 there are plenty who are NOT found on the 1st page. That's where I'd focus my attention.

        In my suburb of San Diego, with a population of just 50,000, there are 42 chiropractors. Most of them need seo.

        Rob
        yea me too. even the part when Rafterman said "duh."

        Do you sell a new car to someone who just bought one? Of course not.
        At least not usually. Instead of trying to figure out what ELSE to sell this
        one client, why didn't you do your homework first?? If the client has to show
        YOU they're on page 1 of Google, then shame on you!

        So, instead make a spreadsheet of every chiropractor in your tri-state area
        of 300,000 who is deeper in the search results than page 2 and go after them!
        There are probably at least 50 more that aren't on the first 2 pages. Any of
        them is your client. In fact, contact them and tell them you're only taking one
        client in that city and create a sense of urgency and fear of loss with them.

        Or, you can shoot me an IM and tell me the city and I'll go get the client.
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  • Profile picture of the author Rus Sells
    Also note, if you have to convince them they are not the right prospect to be pitching.
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  • Profile picture of the author Mike Grant
    What good is the best amusement park in the middle of the woods that no one can find?
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  • Profile picture of the author mattlaclear
    I never work with anyone in which I have to convince them the value of seo. There are enough folks in the latter group to focus your attention on. At least that works for me.
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  • Profile picture of the author Vincenzo Oliva
    Make them a cam video walking them through how crummy their web presence is compared to their competitors. Tutor them on how to translate the value using a nifty little free seo rank calculator tool like this:

    Code:
    http://www.reactorr.com/tools/seoroi.php
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  • Profile picture of the author PaulMark
    You're marketing in about the same size area I am. First I list all the businesses on that are on the first page. Secondly, I go through to the second, third, and fourth page. List them all. Eliminate those who are are duplicates. Focus on only those who are NOT on the first page. Then do keyword research on the individual business. When I approach them, I ask them if they want to dominate and control their market online for their niche/business.

    But for those who are on the first page are not really on the first page for every keyword. THEY can really dominate and control with just a little help. That's the approach for those businesses. After getting to meet with them, the question I ask is how many search phrases that are market specific to their business do they want to control and rank for? I let them know they've got a good start. But so much more can be done.

    And finally, when meeting with them, I never just settle on one area - like SEO. While I've got their attention, I always ask them how many customers they have (in general). They'll usually tell me. Then I ask them, "What if you could contact all of those customers all at once in less than 5 minutes with a note stating that there are 4 open spots on Tuesday and the first people to call and make the appointment will get __________________?"

    They usually don't know about email marketing. Viola! Insta-biz!

    So, if you're asking advice, I'd just say don't limit to one thing. Offer a range.

    Hope that helps.

    Mark
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  • Profile picture of the author SirThomas
    Originally Posted by RedHat39 View Post

    he is already ranking #3 for "(mytown) chiropractor" and he says he did nothing but put up the website and hasn't touched it since.
    That's actually a great news. You know you can take over his spot for some other chiro who is not on page one.


    Thomas
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    • Profile picture of the author jrod014
      Originally Posted by SirThomas View Post

      That's actually a great news. You know you can take over his spot for some other chiro who is not on page one.


      Thomas
      LOl!! NICE!!
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  • Profile picture of the author FBM
    Banned
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    • Profile picture of the author jaegirl75
      I've been wondering these things myself. I live in an area where there are a boatload of businesses right in my block, but I wasn't sure what to do if some of them were already ranking well for their desired kw - mainly, the town and their business name. But this thread has helped. I think I'll re-think some strategies and approach this again.
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  • Profile picture of the author alanborcic
    He is ranking #3 for town chiropractor keyword phrase. How many monthly local searches that phrase has? What about other related keyword?
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  • Profile picture of the author jrod014
    I would sell the on "Internet marketing" than just SEO. SEO is just one avenue of approach to internet marketing.
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  • Profile picture of the author WillDL
    1) Make a website for chiropractors in your town.
    2) Get it the number one spot.
    3) Put your sales pitch and contact information on it.
    4) Write a quick letter, on your business letter head (create it in MS Word if you don't have any and print it on resume or letterhead paper), explaining what you do, and asking they take a look at the site.
    5) Tell them you'll be calling them a week from the date of the letter IF your services are still available. You only work for 1 chiropractor in X radius to assure value for your customers.
    6) Mail it to 25 chiropractors in town. Neatly hand write the Chiropractor's (not the business') name and address.
    7) Follow up a week later with a phone call to your 25 chiropractors if you haven't already made a sale.

    Write a clean, professional letter, and have decent copy on the page and I can almost guarantee a sale.

    Keep in mind, the letter is your cold call and the website is your pitch. Don't sell in the letter, its only point is to get them to the website.
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    • WillDL's method is spot on.

      It literally sells itself, and if you like you can keep it as a "content site", control it, put banner ads and/or a lead generation opt-in on the site and sell the leads to several of the chiros or whatever for the next two millennium. Nice and passive, little maintenance here and there.



      Garage Mike
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    • Profile picture of the author Amir Luis
      Originally Posted by WillDL View Post

      1) Make a website for chiropractors in your town.
      2) Get it the number one spot.
      3) Put your sales pitch and contact information on it.
      4) Write a quick letter, on your business letter head (create is in MS Word if you don't have any and print it on resume or letterhead paper), explaining what you do and asking the take a look at the site.
      5) Tell them you'll be calling them a week from the date of the letter IF your services are still available. You only work for 1 chiropractor in X radius to assure value for your customers.
      6) Mail it to 25 chiropractors in town. Neatly hand write the Chiropractor's (not the business') name and address.
      7) Follow up a week later with a phone call to your 25 chiropractors if you haven't already made a sale.

      Write a clean, professional letter, and have decent copy on the page and I can almost guarantee a sale.

      Keep in mind, the letter is your cold call and the website is your pitch. Don't sell in the letter its only point is to get them to the website.
      Nice....

      I have to agree with what has been previously said....

      Don't sell SEO. Sell Internet Marketing. If you offer a complete suite of services, you can't go wrong.

      Using the words.... "online presence" instead of SEO or website. REALLY make a HUGE difference.

      Think about it.... all the yellowpage reps are selling seo, all the people on this forum are selling SEO, not including everyone else and their dog.

      So... what is YOUR unique selling proposition?

      Define your USP then attack it from a different angle.

      Really weird how you can use different words to say the exact same thing. Yet some words get immediately blocked, and others are receptive.

      Just a thought.

      I actually have YellowBook reps that sell my services. They get a commission for flipping services to me. Why? Because I offer complimentary services as to what they offer. I let them have the traditional SEO and PPC Management.

      But I do the Google Places Optimization and Video Ranking for them.

      With the solid promise that I will not sell the client services that they offer.

      I even get web designs from yellowbook reps... why? Because my USP is "Direct Response" web design. The guys in India that yellowpages contracts their site designs to know nothing of marketing principles that really really work.

      Just a thought man....
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      • Hey Amir, do you outsource the PPC Management? I have an Adwords account that I don't really use much, I suppose I could get an MCC, but I wouldn't have time to set up and manage the campaigns with all the work I'm doing right now

        Do you outsource this?

        GM
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    • Profile picture of the author Warren Tibbotts
      Originally Posted by WillDL View Post

      1) Make a website for chiropractors in your town.
      2) Get it the number one spot.
      3) Put your sales pitch and contact information on it.
      4) Write a quick letter, on your business letter head (create it in MS Word if you don't have any and print it on resume or letterhead paper), explaining what you do, and asking they take a look at the site.
      5) Tell them you'll be calling them a week from the date of the letter IF your services are still available. You only work for 1 chiropractor in X radius to assure value for your customers.
      6) Mail it to 25 chiropractors in town. Neatly hand write the Chiropractor's (not the business') name and address.
      7) Follow up a week later with a phone call to your 25 chiropractors if you haven't already made a sale.

      Write a clean, professional letter, and have decent copy on the page and I can almost guarantee a sale.

      Keep in mind, the letter is your cold call and the website is your pitch. Don't sell in the letter, its only point is to get them to the website.

      So do you prefer to sell the site to the first respondent that wants it, or do you sell the leads from it, or do you rent the site to the first respondent?

      Curious to know what sorts of dollars, you are talking about here, for the ROI.
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  • Profile picture of the author Fernando Veloso
    Well...

    Perhaps the only way they'll hear you, is to outrank them, cut their share of web business...

    And I mean, clear the whole TOP 10 and replace their sites with YOUR sites. Big problem is the time and money you need to invest to outrank them all (depending on the market).

    Personally, doing SEO for local business has to have a clear and basic rule: they have to come to me - not the other way around.

    As stated here almost everyday: I sell services, not education.
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    • Originally Posted by Fernando Veloso View Post

      Well...

      Perhaps the only way they'll hear you, is to outrank them, cut their share of web business...

      And I mean, clear the whole TOP 10 and replace their sites with YOUR sites. Big problem is the time and money you need to invest to outrank them all (depending on the market).
      I like that thought. Unfortunately, with Google Places taking up most of the page on majority of local listings, that's not possible anymore.

      However, it's still possible to rank higher that GP and get most of the traffic to that site. Which would make it a lot more appealing to clients.
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      • Profile picture of the author Classic Car
        I am somewhat new to this industry.

        I had that same thought about building a website for a niche market, getting it to the first page, and then contact related businesses to see if someone wanted it. I have been looking for an answer to this very question here. This is the first mention of this same idea.

        But I could not get past the idea of how to build then optimize for a website that does not have a real business tyde to it? My guess would be Fake name, No physical address just city and state, working email, no phone. Would you do something like this, or am I off track.


        I do understand the GP`s effect of taking up most of the first page though.

        Thanks, Brian
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  • Profile picture of the author WillDL
    I don't do either. I work in house controlling a law firm's advertising/pr/media/seo. I am the decision maker when it come to purchasing services (granted I purchase specific services like article writing or backlinking, not packages or consultants). I listen to the two or three pitches a month that get past the front desk.

    This is simply a good sales tactic to get you past the gate keeper, and make the decision maker take you seriously.

    Worst case scenario: You have a foot in the door and an excuse to tell the gate keeper Decision Maker is expecting your call in regards to the letter you sent last week.

    Best Case scenario: Decision Maker calls you. That makes it in-bound marketing and gives the seller the position of power. Client's bidding for you, not the other way around.
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  • Profile picture of the author sconlinemarketing
    Selling on the fact that they don't rank for x keywords is key. Explain that you never know what someone is going to type in the search box to find them, that's a fact. Because you don't rank for these keywords, you are missing a lot of potential business.
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  • Profile picture of the author AdBankPro
    I'd consider expanding your services to larger cities...it is the internet!
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    Phil Benham

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    • Profile picture of the author WPMaker
      If you already have some success show it to your clients. Nothing works better than showing that other company uses your seo service and they are getting many visitors each they which converts to consumer.

      Basicly they don't give a sh** until it earns them money
      Doing seo is just putting money into the company owner pocket
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  • Profile picture of the author sarose
    you just tell them about the benefit of seo like how could it boost their business and help them to generate more revenue and if you do this then they will definitely come to you.....
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  • Originally Posted by RedHat39 View Post

    Ok guys heres the problem:

    The area I live in is a tri-city area with approximately 300k population and about 4k businesses. Being as such its not really that hard for a local business to get 1st page rankings for just about any local keyword and in most cases without any effort on their own.

    Example: I tried to talk to a local chiropractor into doing some SEO for his website, but he showed me right there in his office that he is already ranking #3 for "(mytown) chiropractor" and he says he did nothing but put up the website and hasn't touched it since.

    Maybe my area is just too small for these types of services. Any suggestions on how I could make SEO services look more appealing in my area?
    If I was in that situation, I would have mentioned that he needs to be #1 if he wants more business. The person who is #1 always receives more business than the person who is in position #3

    Now also ask him a simple question. When you do a Google search and you look for the best chiropractor for example, don't you usually always click on the #1 guy?
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  • Profile picture of the author AdBankPro
    You could always mention the exponential increase in clicks for a number 1 listing vs. a number 3 listing. #3 will get 9% of the clicks while a #1 listing gets almost 70% of the clicks...
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    • AdBankPro, that is indeed a great strategy.

      I always turn the tables on them..."when you do a search which listing do you usually click on?" You have to get them to related to things.

      If they say the first...you've got them. If they say the one that sticks out the most...descriptions, etc...then you say your CTR is always high because you write in XXX... blah, blah, blah.

      Get all your ducks in a row...

      GM
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  • Profile picture of the author cbest
    Many people check rankings for city+ chiropractor, especially for larger cities rank for the suburb I don't want to drive across town for a visit. Also ck for buyer keywords ie Myofascial, cheap chiropractic services, weekend appointments, walk-in appointments, back pain + city + chiropractor.
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    • Profile picture of the author AnthonyR
      Make a video showing how many searches the keyword gets per month and explain to them that if they were on the first page they would receive a good percentage of the traffic and if they convert just a small percentage they would make xx amount of dollars
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