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The One Thing More Important Than Your SEO Clients…
You might think there is nothing more important than your clients as an SEO. But you’d be wrong. Dead wrong.
For those who know what we mean by that, you don’t need to read on (but do it anyway!), for those who don’t, this is important, keep reading.
Your client is important, make no mistake, but even more important than them are their clients and customers.
Far too many SEOs focus on the client when it comes to keyword research in particular and this can be a big mistake.
It’s easy enough to optimise and link build for a B2C company. Generally they will provide Service A or Product B in Location C and those are the terms you go after. As a certain meerkat would say, “Simples!”
With a B2B company, however, it’s not so simples. To give you an example, one of our clients is a developer of very specific 3D CAD software. The term that immediately springs to mind is “3D CAD software”, of course. But that would be wrong(ish).
We HAVE to consider what their potential clients would be searching for. Is it really going to be “3D CAD software”? Isn’t that a little vague for an industry professional who needs a specific type of CAD software for his or her business to be searching for?
At the very least they’ll probably search for “3D CAD software developer” – a small but significant difference. In all likelihood, they’ll search for something even more specific than that, including the TYPE of 3D CAD software they require.
Now I’m not saying that targeting “3D CAD software” is a bad thing – but it’s not the ONLY thing.
For B2B clients the long tail becomes more important and a lot of research has to go into it to get it just right. That’s why at Fluid Creativity we always talk to you about your business and ask a lot of detailed questions about who your customers are and what they do.
Without that knowledge, we wouldn’t know where to start and we’d fall into the trap of optimising for the wrong keywords and phrases and driving the wrong traffic to your site. A trap too many SEOs (and PPC managers for that matter!) fall into.
So businesses…ask yourselves if your SEO provider has ever spoken to you about your clients and customers. If the answer is no, it might be time for a change. And SEOs…ask yourselves if you’ve ever even thought about your clients’ customers. No? Might be time to take another look at the terms you’ve been targeting…
Of course our clients are important to us at Fluid…but, in order to do a better job for them, we care about their clients even more.