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Browsing "internet strategy"

Sales Techniques for the SEO Consultant

Apr 16, 2007   //   by FreshTraffic   //   internet strategy, search engine marketing, website optimization  //  9 Comments

The motivation to write this post came after reading Todd’s post regarding Negotiations and Client Sales for SEO Consultants. Todd’s post is about how to handle selling a prospect when they call you for SEO Consulting. My post is about the opposite scenario. It’s how an SEO Consultant can sell a prospect when the SEO Consultant initiates the call (cold calling). Sales is a necessary part of every business ( as uncomfortable as it may be ).

When I worked at Did-it, they invested in training all employees on Sandler Sales Training (no relation). In my opinion, that’s was a very smart corporate strategy/edge. Pattern Interrupt, Mirroring, and Reverse Selling were a big part of it.

One of the sales trainers called my voice mail, pretending to be making a sales call. He didn’t do half-bad with only getting a 10 second prep on what is SEM. Below is my transcription:

SALES SCRIPT:

Hi Jay, this is Your Name calling. This is kinda an ackward call…we haven’t actually spoken before…maybe if I took a brief second to explain why I called, you could decide whether we should continue or not?

[Prospect says, “Sure”.]

Okay. Great. First, I’m calling from a company called Did-it. We specialize in managing Search Engine Marketing campaigns. What we do…uhh…it might not make any sense for you. But, typically, the companies or people I speak with like yourself that are interested in having a conversation…they may complain to me about things like…CPC prices are going up, and their ROI is going down, they know there is a lot of business is out there on the web, and each deal is worth a lot of money for us, but we’re just having a challenge pulling it in. They’re really not sure what to do. Paid Search is getting more & more challenging.

Now here’s the thing. At this point, I’ll leave it up to you. I don’t know if you’re having any issues like that. Are you experiencing any challenges with Paid Search?

LISTEN CAREFULLY.

Then ask PAIN QUESTIONS:
1. Tell me more about that.
2. Is that a big deal?
3. How long has it been going on?
4. How does that affect you?
5. That stinks.

If he says, “Not interested”. Say….

Really? Sounds like we’re done. Can I just ask you a research question? If there is one aspect that you could improve in your Search campaign…What would it be? What keeps you up at night?” [Listen to him]

I know we said it’s over. But, you should know you’re not alone. That’s exactly the kind of thing we work on. However, I need to learn more about your business & campaign before I can be absolutely sure we can help you. If you don’t have time now, would you like to schedule another time to speak about that specific issue?

For a PPC Consultant, work into the conversation some operational questions like:
1. What are your Campaign objecties ( Share of Traffic, ROI, CPA, Position, CPC, etc.)
2. Monthly spend?
3. What engines are you on?
4. How many keywords?
5. Are you using any technology for Bid Mgmt and Conversion tracking?
6. How are you optimizing the campaigns now?
7. Do you have a creative strategy?
8. Are you doing any testing? (What are you testing?) (ad copy, positions, keywords, landing pages)?
9. Are you doing any Local Search vs. Global reach?
10. Are you doing any Demographic Targeting?
11. Are you managing your Search campaign or is it outsourced?
12. Have you tested high-cost phrases vs. low-cost phrases to see which delivers a better ROI?
13. Are you using Keyword Matching Options like Broad Match, “Phrase Match”, Negatives, and [Exact Match]?

For an SEO Consultant, here are some conversation starter questions:
1. Are you equipped to handle an increase in business?
2. How are you driving traffic to your site now?
3. Is the landing page that appears in the SERP’s the one you want to appear?
4. Do you know what percentage of your Share of Traffic is for your Keywords?
5. Have you conducted a Keyword Analysis?
6. How much traffic are you getting now? Organic vs. Paid?
7. What are your highest traffic keywords?
8. Do you use Web Analytics?
9. Have you previously done any SEO on your site?

Posted by Shimon Sandler

Your Entire Article Content Is Under Scrutiny From Google

Apr 14, 2007   //   by FreshTraffic   //   Google, internet strategy, website principles  //  6 Comments

If you are writing articles for the purpose of off page SEO it is time to consider just how swiftly Googles algorithm is changing over a short period off time. We don’t need to concern ourselves too much with the other search engines at this time. You will have heard many times that unique content is King, and it still is, but you must also consider that contextual relevance is now Queen.

The whole way of thinking behind article content is being changed. Semantics, overall page theme, phrase matching, (comparisons with millions of other similar pages in their index to see if phrases are relevant to the topic / theme), and even the use of buzz or niche words – eg woodworkers, surfers, stamp collectors or whatever all have their own specialised words and phrases which would mean nothing to the rest of us. This is just a part of what Google will use to determine how important and relevant your article actually is to them.

This ongoing war between the guys who find a chink in Googles armour and then write software to exploit it will never stop. This is human nature. The thing is that these guys pushing their “latest, most powerful” scripts and PC applications have a good job for life. There are always millions of people who are quick enough to snap up their $97 products if there is a hint they can get to #1 without doing any work.

They have customers for life. As soon as Google addresses an issue then another script is on the market and so the loop continues. The sad thing is that the buyers of these scripts are spending so much time trying to be “smart” they probably never actually build a business.

A similar problem exists with the use of Private Label Rights articles. There is little wrong in principal with using PLR properly, they can give you some great ideas to get started, but the vast majority of users who have downloaded 1000 articles either free or for next to no cost simply load them up and fire them out onto the Net without even looking at them! This, together with spinning software is the cause for the incredible amount of useless and senseless junk on the Internet that Google is determined to deal with. And rightly so.

There is no doubt that the duplicate content issue is presently a huge cause for concern for Google. We all know that there was never any penalty imposed by Google for Duplicates. They simply ignored them. Weight being given to the oldest most relevant content.

It is unlikely that we shall see any penalty against duplicate content as it is quite reasonable to expect more than one version of an article on different websites. What we may see is penalties against what Google determines to be spun, low quality content with no relevance. I will not speculate on these penalties but we may have an issue on exactly what is determined to be sub standard content.

It would seem that the days of us “leading” Google into what our content is all about through the use of titles, keyword density, file names and so on is coming to end. Once the programming is in place it may well be that all we have to do is to write naturally with a certain amount of passion about a theme we have an interest in or have researched well. MMmmmm! Didn’t we use to do this before search engines and algorithms and programmers came on the scene?

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