Here at Freshtraffic, when we take on a new client we have not only taken on a new goal in search, we have also taken on the challenge of their website. We do get asked from time to time just what it is that we do as a company, and while I won’t get into the specifics of it, I’ll go over just a little of what has to happen in order for us to begin the process of improving your position on the results pages.
We have 3 basic needs when it comes to taking on a new client, and based on the answers we receive when we pose the request for them, can greatly impact our effectiveness. The primary need we have is to be in contact with the person or persons who are making the decisions for the company. Not just the lackey who sold the company on the idea of using search engine optimization to boost their web position, but the person who actually makes the final yes or no call. The reason we need this contact is often times we need to make recommendations for changes to a website, and it saves everyone precious time, and resources, to be able to directly contact the right person. There are times of course, when a company is large enough it is easiest for us to deal directly with a marketing manager for example, but that again is the person who makes the call for us to completely do our work.
We sometimes run into an issue with our second request, simply because our new clients run into the problem of trying to be smarter than their customers. We ask everyone for their wish list of key terms that they would like to rank for. It is at that point that we begin to break down the website, it’s content, and it’s structure to decide if it is even a possibility to use the terms that have been chosen. It is not unusual for us to have to go back to a client and tell them that they either need to supply us with better content, updated content, or a revision in order to fit their desired terms, or to change their terms. The biggest fault with clients trying to be smarter than their customers, is you can end up alienating your target demographic. Keep it simple absolutely applies when trying to work out your key terms, keep in mind your target, and adjust accordingly.
The final major request we make of all of our clients, is really just one of access. Either access to their website, ftp access so we can make sure we can make adjustments on the fly, or management software access, as the majority of new websites coming online are often built with WordPress, Joomla, or a variation there of. The reason we ask for this level of access is simple, often we’ll be discussing a project and make a decision about a new, or refined target. Having the login credentials necessary allows us to make the adjustments needed, whether it is to address a new goal, or to anticipate a market change. Of the team here at Fresh we tend to spend the majority of our time online just reading trends and gathering information about everything that interests us. It isn’t unusual to find us working over a weekend or through the evenings to ensure that you have the greatest possible chance of attaining that number 1, 2, or 3 position in search. It is in both our best interest, and yours, for you to rank as high as possible as relevant as possible, and we don’t call ourselves the best in town because it sounds good, we have the numbers, and the history to back it up.