Digital Insights

How to Deal With Challenging SEO Accounts


Published: February 26, 2013

Some search engine marketing accounts are very successful, while others can be quite difficult. Every once in a while, a marketer will come across an SEO campaign that present challenges from every angle and has to constantly readjust tactics and strategies. For these campaigns, one cannot be discouraged easily or simply walk away. Instead marketers need to develop a comprehensive and reliable plan, no matter how difficult it may be.

When dealing with challenging search engine optimization accounts it’s important to first identify the challenges that is making account the campaign so challenging. The three most common reasons are high competition, low search volume, and simply dealing with challenging or difficult clients.

High volume and competition is when the keywords you are attempting to gain visibility for a client contains high search volumes and there are competitors who own most of the real estate on the front page. You’re also dealing with a topic that has already been optimized and marketed to death and there are already people who have spent years trying to get to the top. Low search volume occurs when an SEO account is simply too obscure and there are not enough people searching for the keywords the client identified as most important. It can be for a product or a service that is so highly specific that it’s not likely anyone is looking for it.

Another type of SEO account entirely, is the type that isn’t challenging for any technical reason, but simply because the client themselves are difficult or do not understand search engine optimization. SEO is a long-term tatic that is part of a marketing plan it should not be your entire marketing plan.

For high volume and competitive SEO accounts marketers need to find and define some aspect of the account that is unique and push it towards that direction, example long tail or vanity keywords. Therefore it is up to the marketer or their agency to come up with different tactics to get the client the results they are paying for. The SEO company also needs to collaborate with the client to figure out what makes their product different from everyone else. No matter how small this difference is, it will make an impact when buyers, customers or clients look for that specific trait.

Low search volume campaigns require a bit more attention, since there are not enough people searching for services or products ranking or dominating the SERPs, may not generate revenue. The marketer or agency needs to identify keywords that are more relevant and have high search volume to increase the client’s bottom line. In this fashion, the client doesn’t lose what makes them unique, but still gains a wider audience.

Finally, there is the challenge of dealing with difficult clients. Most clients are difficult simply through misunderstandings or a lack of communication. A marketer can make a lot of headway by explaining the principles of search engine optimization and the long-term benefits patiently and in detail. Sometimes things will need to be explained more than a few times to ensure the client understands, but if the client understands that SEO is a long-term process not Miracle Grow as well as the marketer the client will see the benefits and not expect to see instant results.

While some clients can be difficult because they simply have unrealistic expectations. In these cases the marketer needs to be firm about what can and can’t be done, and let them know that any other search engine optimization agency or company will tell them the same thing. Most clients will eventually understand the way search engine optimization works and what is and isn’t possible.