Web Design Development and SEO Campaign
Each web design and marketing project is unique and brings it's very own set of obstacles and challenges. Often when beginning work with a new client, a design professional and marketing active campaign (I use the terms together since one practically can't go without the other these days) will need to look at the scope of the project and the goals of the client to determine the best methods for building and marketing that business.
I have recently been approached by a few different companies and noticed that absolutely none of these companies have the same needs... not that I was trying to fit each of these companies into the same box. A potential client is always concerned with getting the best bang for their buck and since SEO is a long process they want to make sure that their investment is being utilized wisely. Totally understand!
In this article I will attempt to address some of the issues web design and development professionals, as well as search engine optimization (SEO) consultants, are faced with when beginning the execution of a campaign.
Get a Feel For Your Potential Client
- Determine if you are a good fit for each other. Having a functional work relationship will only make each of your lives easier. That company is coming to you for advice and even though you are not technically working for the same company you are definitely going to be in each others lives for some time to come. Evaluate each other and determine if your personalities and works styles mesh well together. It is okay to politely tell a client that you aren't the right fit for the project and refer them to somebody else who may be.
- Learn about their company. This is important on so many different levels. The niche a company falls under will initially determine the design of the site. Certain types of companies needs a certain look and feel. From a marketing standpoint, certain niches bring more or less competition so determining these factors will help map out a active campaign. Perform keyword research revolving around your clients main terms to help them understand what you are up against from an SEO standpoint.
- National or Local? Some clients may be running an national eCommerce campaign or blog while other may only want to target customers in a specific geographic location. Optimizing for each requires a different approach so determine immediately what the project will require so it can be executed properly.
- Who are their main competitors? As an SEO professional this will give you an idea about what kind of campaigns other companies are running and why they may or may not be successful. This way you can look at how those sites are set up and what kind of link building campaigns they may be running.
- Keep the lines of communication open!!! This business revolves around relationships! Even 12th State Creative gets contacted by active campaign companies pitching their services so maintaining a positive, professional business relationship is very important. Each SEO can be replaced and there are many of us. The client is paying for your services so always be very transparent with what you are doing. They have the right to know and absolutely deserve to know what they are paying for!