Recently, you have a potential client who is interested in using your website design services. One of the services that you offer is search engine optimization (SEO). Unfortunately, your client is blind about SEO. Luckily there are many ways to explain SEO, and this article will help you do just that.
Step
Method 1 of 5: Cleaning the Basics
Step 1. See how far the client knows about the internet
Before explaining about SEO to a client, first consider how much knowledge the client has about the internet. This will determine your tactics in explaining about SEO. Do not let you confuse the client by using too much jargon, or otherwise offend the client because your explanation is too shallow. For example:
- If the client is not familiar with the internet, including websites, search engines, blogs, links, etc., then use more similes and comparisons. Terms like "search results" and "links" might confuse him.
- If the client is familiar with the internet, maybe he or she actually already has an idea of how to search on the internet. Terms like "search results" and "links" are understandable, and you don't need to use too many similes and comparisons.
- If the client is very familiar with the internet and how it works, then the definition of SEO alone may be enough for him to understand.
Step 2. Find out the client's learning style
Different people learn how to learn, so you may need to use some techniques to explain. There are three learning styles: audio, visual, and kinetic. Maybe you need to combine two or three styles to explain SEO to clients.
- There are people who understand new concepts more quickly through verbal conversations over the phone or face-to-face. Try making appointments with your clients to talk about SEO.
- There are people who understand new concepts faster through visual aids. This can be done in simple ways such as sending your client an email with a definition of SEO or even providing a chart or diagram.
- There are also people who learn through physical movement and need a demonstration. Try drawing a chart when talking about SEO to a client while pointing to the relevant sections. You can also show the practice directly on the computer.
Step 3. Describe SEO stands for
If your client has heard of the concept of SEO for the first time, then most likely he also does not know what it stands for. In this case you simply explain: "SEO stands for Search Engine Optimization".
Step 4. Explain how SEO works to clients in simple sentences
The client may not realize how important SEO is if he doesn't understand how it works. Maybe you can explain the results of SEO, for example:
- "The goal of SEO is to get your website to appear on the first few pages when people search the internet."
- "SEO helps so that your website appears first when someone searches…" (Here you can mention various terms that people might use to search for the client's business).
- "SEO makes it easy for people to find your business or website."
Step 5. Get to know your client's website
Knowing what your client area is and what's on the website is useful when you need to use similes, comparisons, or case examples. In the simile, comparison, or example case you present, you can use a name, website, or similar field to your client.
Method 2 of 5: Breaking SEO Into Two Parts
Step 1. Break down SEO into two parts
One of the easiest ways is to break down SEO into two parts: Optimization and Authority. This method requires multiple terms such as "website" and "search engine", so it is more effective for clients who are already familiar with the internet and how it works.
Step 2. Explain what "Optimization" has to do with SEO
Your client needs to understand that optimization allows reputable search engines to read the client's website and then evaluate it. You can pass it like this:
Optimization allows search engines to read the content of your website. After that the search engine will show your website in the results list when someone searches for a number of keywords that are also on your website
Step 3. Explain about "Authority" and how it relates to SEO
Your client also needs to understand that with authority there is evidence for search engines that the client's website is the best. You can pass it like this:
The higher the authority of your website, the higher it will rank in search results. Having your website appear on other sites will prove to search engines that your site is better than others on the same topic
Step 4. Put the two together
Once SEO is broken down into "Optimization" and "Authority" it can be repeated in a shorter form: "SEO is two things: allowing search engines to show your website when people search for it, and convincing search engines to place your website first before their website. others in search results."
Method 3 of 5: Using Library Imagery
Step 1. Use the library imagery
Similes are a great way to explain a certain concept. One of the well-known metaphors for explaining SEO is the library parable. Most people know how libraries work; children and youth often use the library to find materials and information for school assignments and reports.
Step 2. Consider your client and his website
Using your client or his website in your library imagery can help the client see the connection in this regard. This trick can also make him more interested.
Step 3. Think of the client's website as a book
Think of the client's website as a book on a favorite topic, even better if the topic is related to the client's site. The title of the book can be the name of the client's website that is a pun, and the author's name is also a pun on the client's name. For example:
- If your client's name is Lela Nurlela, and her website is "Lela Window Cleaning Services", then the book in your parable might be "Window Washing Lela" by Lela Jendelawati. Window cleaning is something the client is familiar with, so this may interest him.
- When giving illustrations, also compare your client's competitors to other books on the same topic in the library. So the company "Jendela Bersih Jojon" can be likened to the book "Jendela Jojon Jernih" by Jojon Jendelawan.
Step 4. Searching a website can be likened to searching for a book
People can find your client's website in two ways, namely by directly typing the site address in the address bar, or by entering keywords in the search bar of a leading search engine. This is similar to the way people find books in a library, by directly looking on a shelf, or entering key words on a library computer. Example:
- Lela Nurlela's specialty is cleaning the windows of high-rise buildings. To find her website, you can go through a leading search engine, by entering keywords such as "window cleaner" and "storey building" and the name of the city or area where Lela Nurlela works.
- The book "Lela Washing Windows" by Lela Jendelawati has a special chapter on cleaning windows in high-rise buildings. So the book can be found when people use the library's computer and browse through catalogs with the terms "window cleaner," "storey building," or "skyscraper."
Step 5. Think of the client's website as a lost book
If a book is not properly categorized in the library catalog, then no one can find it. Your client's website is also nowhere to be found unless it contains key words that are likely to be entered in search engines when people try to find them.
- If people search for "Lela Wash Window" by Lela Jendelawati but the book is not included in the library catalog, they will not find it.
- People looking for window cleaning services for high rise buildings will not find Lela Nurlela's website unless Lela uses keywords such as "window cleaner" and "rise building" on her website.
Step 6. Think of a link as a good book review
One of the reasons people choose one book over another is because the reviews are good. Books that receive good reviews may be displayed at the front of the library on a shelf labeled "Recommended Reading" or "Reader's Choice." Likewise with your client's website, the more other sites that contain links to your client's site, the search engines tend to see it as a trusted website, and will then place it at the beginning of search results. Your clients need to understand this. Example:
- Lela Jendelawati is an accomplished writer, so her book has received many good reviews. So good, the book is placed in the front of the library which is specifically for the best books. The book was placed on the bookshelf in the non-fiction section.
- To make her website more visible (meaning it appears on the first page of search results), Lela Nurlela has to convince search engines that her website is really good. Having a link will convince search engines to place their website at the top, just as a good review will convince a library to place a book in a visible place.
Method 4 of 5: Using Fishing Imagery
Step 1. SEO can also be explained by the parable of fishing
Not everyone has ever fished, but most people know what fishing is like, so this parable is quite effective. Compare the parts of SEO with the various elements of fishing.
Step 2. Think of your site's content as bait, and people are fish
If your client wants to attract a lot of people to his website, then he needs a lot of content. Likewise, if a fisherman wants to catch a lot of fish, he needs a lot of bait. If he doesn't have a lot of bait he can't catch a lot of fish. That content includes the following:
- Titles, paragraphs, product descriptions, summaries - you name it.
- Images, photos, videos and other media content.
- Links and various pages.
Step 3. Think of keywords as the quality of the feed
The better the content on the client's website, the more people will visit it. Likewise with the fisherman's bait, the better the quality, the more fish caught.
Step 4. Think of the client's target audience as a particular type of fish
When you go fishing, the place of fishing and the type of bait are determined by the type of fish you want to catch. For example, if the fisherman wants to catch tuna, he will not go to a river or lake, but he will go to the sea. Similarly, your clients need to know where to look for their target audience, and then advertise there. Example:
If your client specializes in antique cars, then he or she won't be able to get a lot of visitors through other sites that deal with women's makeup, hair and nails. It's a good idea to advertise in the local paper or a website that does sell antique cars
Step 5. Think of the client's advertising media as a fishing spot
Fishermen know where to throw the hook, and your clients need to know where to advertise their website. Fishermen cannot fish unless they actually come to the lake, river, or sea. And when he got there, he couldn't throw the rod to the other end of the river or the other side of the lake. The fishing line is limited in length, and trying to throw the hook too far will damage the line. Likewise your clients should target local clients. Example:
Many people specialize in painting houses. If your client is targeting people in general then his website will sink among so many other websites. So your clients should target clients in their own city, area, or neighborhood
Step 6. Think of your client's target audience as a target fish
Fishermen who want to fish for tuna are not interested in other fish. He just wanted tuna, so he bought a special fishing rod, a big boat, and special bait to catch lots of tuna. Similarly, your client must identify his audience and create a website that appeals to that segment of audience. Example:
If your client's website is targeting teenagers, it should be more colorful and have lots of graphics. Your client should also consider the language used; Writing that is short, cheerful, and easy to remember is more likely to attract a teenager's attention than one that is long, filled with complex sentences, and too many explanations
Method 5 of 5: Using Case Examples, Illustrations, and Other Examples
Step 1. Make similar comparisons
To convey new information effectively try comparing it to something the listener understands. Look at what the client's line of work or what he likes, then try to compare SEO with that. For example:
If the client is the manager of a luxury hotel by the lake, try to compare SEO with the hospitality business. In this case you can compare a good hotel review with a good link (authority), and whatever the hotel has to offer, such as sauna facilities or lakeside views, as the content of the website and key words
Step 2. Try using illustrations while explaining SEO
There are people whose learning style is visual and need to be given some kind of illustration in order to understand (eg with charts or diagrams). For example, when you describe the parts of SEO you might be able to draw a circle on paper and label it with the name of the part. Then, while you're talking about the part, point to the circle with your finger or a pen.
You can also try drawing a comic where character A asks character B about how SEO works, then character B answers it
Step 3. You can also use practical demonstrations
If you're meeting a client in person, just open a search engine and enter the terms people would use to find the client's website. For example, if your client is a home architect who specializes in interior design, type the words "interior design home architect" followed by the name of the city where the client is located. If the client's website name does not appear but instead appears the name of the competitor, then your client will understand why SEO is important.
Tips
- If your client starts to look confused or disoriented, stop and try a different approach. Use another technique, give the client time to ask questions, or suggest taking a 5-minute break first.
- Don't just talk, show it. Instead of just giving a dictionary definition of SEO, show your clients how it works through illustrations and illustrations.
- Try to use data and numbers in your explanation. Show your clients how many visits to a site without SEO, then compare with those using SEO.
- You don't need to give a complete lecture on SEO. Your client only knows enough about the use of SEO and how important it is to agree to use your services. Your client doesn't need to know how to optimize their website for search engines; it is your job.
- If you are looking for an SEO article service provider for website content, you can visit websites such as Contentesia.
Warning
- Successfully explaining SEO to clients does not mean that the client will definitely use your services.
- You may need to use several methods before getting one that fits your client. If one method fails, don't get frustrated and don't give up. Try another method or a completely different approach. If explaining orally doesn't work, try to explain in writing. If both methods don't work, illustrate SEO with various charts, diagrams, and/or comics.
