I recently got an email from a friend who attended several Meetups I ran a few years back. He had been doing SEO on the side until recently, when he started his own SEO consulting firm. He emailed me with a problem / question:
I’ve managed to get my clients ranking at #1 or #2 for their desired keywords, but they’re telling me that they aren’t getting many leads. Do you feel that we’re responsible for generating leads, or just ranking them for their target keywords?
I’m not going to tell you what I think you should be responsible for… you are only responsible for whatever you tell your clients that you will do for them. I will tell you how we approach it though…
At Ephricon, we do take responsibility for generating leads. In fact, we really emphasize that. To me, the number of leads a client gets is our #1 metric. Traffic is #2. Rankings are only #3. What good are rankings if they bring you no traffic? What good is traffic if it brings you no leads?
If you want to generate leads for your clients, then I think your biggest problem is that it sounds like you are asking clients what keywords they want to rank for and then targeting those. I’ve found that 95% of the time the client doesn’t really know what keywords they should be targeting. They either haven’t researched it, or they have but maybe didn’t take all the right info into consideration. As such, thorough keyword research is Step 1 in our program. You need to make sure the keywords you target have “significant” search volume, and are also relevant such that they’ll convert. You create this list initially and then ensure your tracking is set up. With simple Goal Tracking in Google Analytics you can then evaluate which keywords not only bring traffic but which convert to leads. Then refine and adjust your list accordingly.