Out of many values we try to inculcate in our children is the value of keeping a promise. Keeping a commitment is more important regardless of how and in which way it comes in the way of one’s aspirations and desires. To honor a commitment, one can produce a couple of viable (not necessarily easy) options that allow them to keep up with desires and fulfill commitments as well. Unfortunately, there are some individuals who won’t accept an option.
This situation is quite similar to that faced by webmasters with their clients. Once the clients pay for recommendations to enhance Web marketing and even got recommendations, they reject just because something ‘greater’ was promised by another more ‘experienced’ web master!
Most clients would get stuck on the phrase “You do the SEO, we’ll everything else”. By everything else, they mean essentials such as social media, usability, content, conversions etc.
They WANT but WON’T!
Surprisingly, most website owners try to explain that rankings are not what they want them to be. But their aspirations and actions tend to interrupt a webmaster’s way of crafting them a holistic Web marketing campaign. Interestingly, despite these actions, website owners are shocked when they observe significant drop in rankings. This situation is awful for webmasters so much so that they wish to knock their clients with kung-fu skills.
Obviously, every business wants to increase their online exposure. However, they simply don’t focus on what is genuinely required to get there. To be precise, they become their own web marketing’s worst enemy.
Here’s a note on how NOT to be the worst enemy of your web marketing:
Believe your SEO Expert – They Know Better
Why did you hire an SEO expert in the first place? This is because you believed in them. You believed they are intelligent and equipped with skills to help you achieve your goals. So there’s no point you doubt their abilities just because they do things ‘their’ way.
Most often, website owners tend to classify what they consider their SEO knows. This is because they think that the experience of SEO and knowledge only covers a miniature division of the entire web marketing. Perhaps they perceive their SEOs simply as ‘on-page optimizers’ who focus on getting rankings. They also believe everything else can be handled (usability, conversions, social media and content strategy).
Bur if your SEO is suggesting you something else, it is better to halt and pay some attention to their advice. You’ll surely be enlightened!
SEOs don’t really get a high by offending their clients. And they don’t mean ‘insult’ when they say your in-house team is NOT intelligent. But if they tell you this repeatedly and inform you about things that gave been impacting rankings, believe them.
And if you don’t, be prepared to create a hole in your web marketing. So listen to your SEO and save your money from getting into gutter.
Don’t Reject before you Review
Prior to rejecting a specific recommendation from SEO, try and understand why that recommendation was made in the first place. Unfortunately, most of the brilliant SEO recommendations are stifled to death on some ridiculous grounds such as they don’t fit with how the website owner wants the site to appear.
Appearance may be an official reason for assassination of an SEO recommendation. There are many other reasons for SEO recommendation rejection. And for a website owner, everything seems “right”.
However, it is certainly unwise to reject something unless you understand it fully. You may be giving preference to something minor by sacrificing on a significant improvement. You must really evaluate the performance impact of recommendation. Know in detail what you’re rejecting. Rejecting recommendations and then complaining about not getting the results is silly.
There’s no chance you like a recommendation until you try it. This is precisely how TV commercials work. You need to try them before reaching a decision. There is nothing wrong with implementing SEO’s recommendations. And even if at all, your apprehensions prove right, the SEO will fix the problem.
And you never know if you’re rejecting a big triumph for your website? After all, you hired an SEO because you wished your website to be successful. So listen, understand, and act to develop a successful relationship with your SEO and a successful website marketing campaign. Good Luck!