SEO campaigns come in all forms and sizes. There are short term local SEO projects that run for three to four months at a stretch and cost the clients around £200 to £300 a month. There are ‘maintenance’ projects that are ongoing for several months – such projects for enterprise customers can cost anywhere between a few hundred to several thousands of pounds every month.
As an SEO consultant, it may be tempting to accept all sorts of incoming projects as long as it keeps your register ticking. However this can be a wrong strategy to pursue. The skills necessary to operate a local SEO project can be widely different from the skills needed to run a maintenance project.
Handling different SEO projects also makes it difficult to scale your business up. Here are a few tips to grow your business.
Focus on an industry: Off-page SEO involves building relationships with a lot of different publishers. When you focus on one industry for your projects, it is possible to extend your relationship with several of your clients. For instance, you could focus solely on law firms for your projects and build relationships with attorney forums and blogs to link to your clients.
Increase your prices: SEO consultants; especially those who operate as a one-person shop, tend to be wary of pissing off their high volume, big brand clients with price rises. The result is a low margin business that is difficult to scale. Big brand clients can afford paying more for your services and by increasing your prices, you also tend to free up your bandwidth to build more client relationships. Such clients value highly skilled contractors and should be open to paying more for your services, provided they get commensurate value from the partnership.
Create repeatable processes: Every SEO client comes with a different set of expectations. Some involve your expertise in technical SEO while others prefer to focus purely on link building. If you find that your skills are better utilized in a particular task, it is a good idea to specialize in those tasks alone. For instance, you could specialize in link building or in reputation management. Doing so allows you to create repeatable processes that you can execute for each of your clients.
Utilize the right tools: Once you have created repeatable processes, the next step is to make use of the right tools to maximize productivity. Make use of the right SERP monitoring tools that can track historical rank trends, across multiple search engines and handle the various elements of Google SEO (like Images, snippets, Maps, etc.). Use tools that can provide you with exhaustive competition analysis that can help you outrank the rest of the sites in search. This way, you can establish a holistic SEO automation plan for all your projects.
Automation does not have to be limited to your SEO processes. It can also extend to other areas of business including client acquisition. You may, for instance, invest in freelance data miners to build a steady pipeline of prospects and reach out to them with well-tested proposal templates. This makes your processes seamless and more effective – thus allowing you to scale up as you please.