Understanding SEO Services.
Introduction.Employing search engine optimization services is not a fire-and-forget proposition. The services being provided are dependent on the expectations of the client. The firm, providng the services, has expectations, also.These are thoughts on SEO from the perspective of the firm providing the services. Perception and Pricing.Determining the value of a link is less about pricing, and more about marketing. It is not so much about value as the PERCEPTION of value. There is an incredible amount of confusion regarding the value of off-site optimization. This is both an opportunity and a threat.Different types of clients.There are three categories of people who are interested in search engine optimization services.Those in the know.There are those who know what they want. They know how to get it. They understand the value of outsourcing certain tasks.This type spends money on SEO. They have specific requirements for outsourced services, so there is less chance of misunderstanding. The unrealistic.They do not know what they want, but know others have been successful with SEO. They want to be instructed by those providing services to them. Since there are no clear expectations, the client is often dissatisfied, because there is no way to measure success.As they attempt the do-it-yourself approach, it is only a matter of time before they do something to get their site dropped. They never accept it was their fault. The unsure.The client knows what they want, as far as sales. However, they have no idea what it takes to generate search engine traffic. Plus, they are mystified by the mysterious arts, known as SEO. They are happy with relying on someone, with verifiable experience, to handle online promotion.This segment of the market is basically the backbone of SEO. Of course, there is the problem of ignorance breeding mistrust. Also, there is time spent educating the client. However, it is still a high profit, stable, service. With this segment, it doesn't matter whether you guarantee something or not. The bottom line is you either generate profit, for the client, or they cancel. Period. With rare exceptions, this is a very up-front and honest business relationship. Clients are often mistaken about how the internet works. But, they are usually open about what they expect. As long as the performance is there, expect a long-term relationship. These clients are very familiar with risk/reward. Spend the time, upfront, to fully explain their options. Include possible rewards, weighed against possible risks. When you do this, the client comes to trust you and your service. Here, everyone wins. Determining Pricing.When talking about pricing, it is really the perception of value. What will the market bear? What does not rely on percpetion is your cost. Often, value is little more than perception. BUT -- COST IS REALITY. Profit, too, is reality. It is highly dependent on cost. Remember, it is not about how much you make. It is about how much you keep.As with all things in business, the price you set (not the client), is based on two simple things, objectives and strategies. What are you trying to make? How are you going to make it. Choosing your client.If you know the type of client you are going to target, start defining the service you will offer. This allows you to do a cash flow study. This provides some idea of man-hours and labor costs, to perform that service. From there, you subtract your projected costs from your proposed price list. Now, determine if your objectives and strategies are realistic or not.Once you decide there is an acceptable profit, you at least have boundaries. More than likely, whatever you estimate your expenses to be, it will always be the market itself determining the price. At least, with some projections, you know your limits. As costs change, it allows you to consider altering your strategies. The SEO industry today.The off-site optimization industry is now facing the "gold rush" mentality. There are far too many people claiming to provide quality services, at fair prices. Yet, they DO NOT have any objectives and strategies, cash flow projections, cost analysis, or anything coming close to a business model and/or plan.They are simply changing their prices in response to competitors. This clouds the judgement of the person offering the service. It clouds the judgement of the client. It creates an atmosphere of distorted perception. The future.This is not necessarily a bad thing. Off-site optimization is the SEO of the foreseeable future. The high-priced services and the low-end services are both perpetuating the perception of value, to the entire online marketing community. This breathes new life into the SEO/SEM industry and is good.The market.There are those with no clue as to the value of the services they are offering. They make a few bucks and quickly alter their service, or cease to exist. Others, who are over-charging, soon see their client base decline. Thus, their lower-priced competitior's customer list grows. They, too, either alter their pricing strucure, or services. Otherwise, they fade away. This is as it should be. This is business.By-the-rules and breaking the rules SEO.All SEO services are not far apart. There was a time when selling PR was considered spam, by some. Now those same people talk about selling and buying links based on PR.They are coming to realizate it is OK to buy or sell anything. It is not against the law. Also, they now realize their misunderstanding of what they objected against in the first place. In some cases, they are starting to realize the revenue lost because of so-called, "playing by the rules". Success in SEO services.The key to success is finding what the client REALLY wants. Do they want a boost in PR? Do they want increased traffic, from relevant sites? Do they want someone to just make them some money?Each service requires different approaches, different risks, and different returns. Each requires different pricing, to make the same amount of profit. The real challenge is finding how to get the client to tell you what they really want. Conclusion.When providing SEO services, you want to know the expectations of the client. It allows a better understanding of what you are trying to accomplish and how to do it.Xanga Myspace LiveJournal | free pics images | free My space Backrounds |