In the SEO Know? Share the Wealth. Reap Rewards!

September 29, 2009 // Author: Jacob Stoops // 89 views // View Comments
If you know SEO, there's no sense in trying to keep the best practices a secret.

I’ve learned a very valuable lesson over the past week. If you’re a practitioner of Search Engine Optimization, share your knowledge! Why, you say? It WILL help you not only win business, but keep current business, build trust, and enhance credibility in the eyes of current and potential business partners (and your peers).

Giving Away Competitive Advantage

A lot of SEO’s are guarded when it comes to giving away tidbits of their “super-secret” SEO knowledge. I say this is bullshit, and they might be hiding something.

First off, anybody can learn Search Engine Optimization and the information is right an our fingertips. Hell, I learned SEO almost by accident (through a lot of reading combined with real-world experience).

Second, a good SEO should be able to provide you with education and insight before and during a campaign. If they don’t, then they just may be hiding a lack of knowledge or experience.

As with anything else, the first priority should be the client. If this means not just telling them the “What’s”, but the “Why’s” too, then so be it!The

Proof Is In the Pudding

Being a forward-thinking chap, I had previously suspected that being very transparent before, during, and after the SEO campaign would yield positive results. Luckily, through my experience at PTMS I’ve been able to prove this theory true many times.

Here are just a few cases:

#1. The SEO Webinar.

Last week, September 23rd to be exact, I did a 30-minute SEO Webinar for 105 members of the American International Automobile Dealers Association (AIADA). The purpose of the webinar was to educate the attendees on high-level SEO principles without wasting their time giving an elevator pitch about our company.

This session was strictly educational, and actually ran over the 30-minute time limit with lots of Q & A from the dealers. At the end of the session, after probably 10 SEO-related questions, we gave the dealers an opportunity to sign up for a quick SEO audit of their sites.

The proof: Of the 105 dealers who attended, 80+ stayed for the entire duration of the webinar, and 104 (99%) requested audits! That’s more leads in 45 minutes of work than many companies generate in a month. And all because we spent a little bit of time giving out a bit of our knowledge (and our “competitive edge”).

What does this mean? The dealers were highly engaged, excited to learn, and actually GOT something out of the webinar (without having to give anything in return)…

#2. Scotts Miracle-Gro

Over the past year, I’ve had the distinct pleasure of working (via PTMS) with the fine folks over at Marysville, Ohio-based Scotts Miracle-Gro. It has been an amazing experience that has taught me a lot. In my opinion, one of the hallmarks of the relationship has been a foundation of openness, honesty, and trust.

How was this trust created? Honestly, it was created by not sugar-coating issues, answering any-and-all questions candidly, placing heavy attention on educating them on SEO best practices, and identifying potential SEO pitfalls as they come.

The proof: Without naming names and talking details, because of the equity and trust we’ve built up with the people at Scotts, we’ve been afforded an opportunity to continue and maybe increase our business with them in 2010.

Why is this important? For a small-to-medium sized business competiting against larger-national vendors, even being in the running is no small feat. However, by being open, honest, and having the mentality of an SEO educator you will give yourself a lot of chances you may not have had otherwise.

Why This Theory Works

By now you must be saying, “Okay. Now you’ve given your clients the keys to the car, and they probably won’t need you anymore!” That may be absolutely true. And you know what I say? The more power to them.

If they can take the SEO keys and run with it, then good for them. However, if I know most biz owners, they’d rather spend time running their business and not doing SEO.

Many client’s are naturally skeptical of SEO’s, and I understand why. The SEO industry as a whole has been one that does whatever it takes to get ahead. Which means you don’t often get a lot of transparency.

In SEO, clients aren’t used to being told the truth, and many have been burned before. By educating them on the “How’s” and the “Why’s” of SEO, you create trust and credibility that truly can and will stand the test of time.

When before they might have panicked and pulled the plug, now you’ll get leeway. You know why? Because they know not just what you’re doing, but why you’re doing it…leaving all BS at the door!

In Short

Not only will teaching SEO win you trust, but it could be a valuable sales tool without actually being a sales tool.

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  • Is that your thinking cap? May I borrow it? :)
  • This is a Great article. I couldn’t agree more!
  • Hi Jake,

    Great examples. Building relationships with clients and potential clients by sharing knowledge and developing trust is a worth the time and effort. It's nice to be known by your clients as the go-to guy whenever they have a question about search engines and when they are considering making changes to their site.

    It must have felt great to see so many remain through the webinar, and so many request audits. Nice going.
  • Thanks Bill. I must admit, it did feel good to see the hard work pay off. Before, I had thought this would be the case, but now I've got some results to prove without a doubt that keeping your clients educated is a very good thing!
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