Improve client retention and get better SEO results by asking the right questions from the start.
There are many questions you could ask, but here’s a list of key ones we typically use when pitching to new clients:
1. How does your business make money?
Even though this might not seem directly related to SEO, understanding how the business generates revenue is crucial. Every effort a company makes usually ties back to this goal. Misunderstanding this can lead to misguided strategies down the road. You might be surprised by what you learn about where the business truly makes its money, and this knowledge can significantly influence where you focus your SEO efforts.
2. What are your organization’s mission, vision, and values? What do you want to be known for?
SEO should align with a company’s mission and values. For example, if safety is a key brand value, that should be a major consideration in your SEO strategy, from search intent to content creation. Larger companies often have well-defined missions and values, while smaller businesses may not. If the latter is the case, asking, “What do you want to be known for?” can be a more practical approach. It’s important to get clarity here early on to avoid later disagreements on tone or direction.
3. Who is your ideal target audience?
“Everyone” is not a target audience. The answer to this question shapes the search queries you target and your overall content strategy. For instance, if your audience is professional financial advisors, content like “What is an ISA?” may have high search volume but won’t be relevant.
4. Who are your main competitors?
Understanding who your client views as their competitors is essential, as it may differ from who appears in search results. Knowing this helps shape your SEO strategy and allows you to educate your client on search competitors and their impact on reporting.
5. Why would someone choose you over your competitors?
This question ties together the other information you’ve gathered. The reason someone should choose your client should align with what they want to be known for and appeal to their target audience. If your client can’t answer this, it’s a potential red flag.
6. What are your targets?
Agreeing on realistic targets is crucial. Whether the goal is revenue, leads, or something else, you need to ensure it’s achievable within the given timeframe and budget. If the targets are unrealistic, this is the time to set expectations or reconsider the project.
7. How do you see SEO contributing to this target?
This question helps clarify the role SEO will play in achieving the overall business goals. It’s important to distinguish between SEO’s contribution and other marketing efforts like PPC or email campaigns.
8. What is your budget for SEO?
Discussing budget after setting targets helps ensure the goals are feasible. If the client’s expectations are not aligned with their budget, now is the time to address it. It’s better to walk away if they can’t provide a clear target or budget.
9. What do you want to get out of this SEO engagement?
This question reveals a lot about the client’s current team, strengths, weaknesses, and expectations. Some clients want a fully outsourced strategy and execution, while others may only need consultancy. Knowing this helps you determine if the engagement is a good fit.
10. How would you define success?
This might seem like a repeat of the targets discussion, but it often leads to deeper insights. Success could be anything from improving internal perceptions of SEO to solving a specific technical challenge.
11. What does your internal team look like in terms of resources and expertise?
Your strategy needs to match the client’s available resources. There’s no point in planning for 20 new content pieces a month if the client only has one part-time writer.
12. Are there any constraints, like dev queues or sign-offs?
Understanding potential constraints allows you to build realistic timelines. For example, if the client’s site has a large dev team with a long backlog, proposing a site rebuild may not be practical.
13. What SEO work has been done so far?
This question is invaluable. It can reveal past issues, the client’s level of sophistication with SEO, and where potential problems might lie.
14. Who are your stakeholders?
Knowing who the key stakeholders are will guide your communication strategy. If the CFO or CEO is involved, you’ll need to clearly communicate the business impact of your efforts.
15. How do you currently report, and how would you prefer us to report?
Understanding the client’s existing reporting methods helps you align your efforts with theirs, ensuring a smoother relationship.
Bonus Question: What’s the most important thing to you about an agency?
Always ask this last. The answer will give you insight into what the client values most, whether it’s results, communication, or trust, and will help you tailor your approach accordingly.