The Sinful Secret of SEO

I have had a consulting website since they could be built. My first was constructed using an approach called “Frames.” It was arduous to work with but it was what was available. There was talk about meta data and key words but just getting something up and running was the real accomplishment.

Professional and Consulting businesses need SEO like a giraffe needs a ladder.

That is the sinful secret.

All the pitches on-line for SEO (I get at least one a day!) tell you that for just a small fee they will bring hundreds of visitors to your site on a continuing basis. Today a friend passed along an offering for a WordPress Plugin that would take minutes to set up and is claimed to be capable of sending thousands of visitors to a site from social media.

Neither I or my clients need to generate lots of visitors. What we need are quality visitors. SEO doesn't discriminate.

I’ve spent over 25 years working with Attorneys, CPAs, Financial Planners, Tax Advisers, Bookkeepers, Headhunters, Human Relations Consultants, Management Consultants, Mindfulness Coaches, Money Coaches, Elderly Care Providers, Merger and Acquisition firms Advertising Agencies, Direct marketing Firms, Digital Marketing Companies PR Operations and a host of others that provide professional services.

At the same time I’ve worked with the kinds of companies that generate real sales from their internet presence. Software Services, Subscription services (across a swath of industries), Contractors, Manufacturers, and over 207 new products. These kinds of companies need to be as optimized as possible but the higher the price the more content-driven the SEO needs to be.

Successful Professional and Consulting firms are all  built on referrals.

Research we’ve conducted for the last 20 years continues to reflect the pattern shown here:

· Start-up Consultants rely on networking to get their initial engagements. Most frequently they take on tasks their former corporate employers still need done but can’t afford full time staff to accomplish. Professionals just out of school are best off joining an established firm. Professionals with experience can’t count on their former employers for any help. That is why they have a tendency to take one or more clients with them when they leave or they form a new firm with a successful partner that can sell.

· Growth practices are usually in the three to five-year age group. Their networking and reliance on direct sales continues. Their prior experience in this firm increases in importance. Depending on size of firm there will be one to three members that are actively networking. But at this point, referrals become the principal source of new business. They need to continue Networking but shift their on-line emphasis to testimonials and content that generates in-person meetings. It’s not about links but rather understanding why they are interested in you and learning what problem they are trying to solve. Showcase your expertise.

· Established operations should still be networking but often find themselves doing more presentations on request than actively seeking out potential clients. As their client base has enlarged they have also built a referral database. Even if the consultant or professional’s length of engagement is short (a quarter to a year) positive results and well-conceived contact maintenance programs continue to increase the referral base. SEO? Because the first stop any potential client makes is your web site, the content offered needs to be superb and provide answers to their questions. Show them why you are worth the higher fees.

Will that change?

It hasn’t for the last 25 years and appears to have been the same prior to that based on anecdotal evidence. In the coming year our research will look at the relative ages of principals in firms at all three levels to determine how that factor impacts their approach to business development. Conversations with younger professionals suggest that:

1. They are more cognizant of the digital world including SEO.

2. Confusion continues to reign over the amount of attention and budget to put into SEO to include the content required.

3. All of them quickly come to the conclusion that on-line activity alone cannot build their business so they continue to seek out networking and speaking opportunities.

Currently I have three clients that will be putting more emphasis on speaking in the coming year. You’ll find the tips and techniques that I use to assist them in future Different Slant Articles.

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His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com