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05.28.08

How To Assess Your Client Through Their Web Site

By Lydia Mazorol

Every now and then my sales team will come to me to ask if I think a web site will make a good SEO project for us. To have a successful SEO project with a client's web site, I found that it is necessary to be able to not only assess the web site but your client as well.

What I have found are 5 steps, which take about 5 minutes, which will allow a quick glance at assessing a web site, but also, from these same steps, be able to see what it will take to deal with the client of this web site. Will it be "easy" to optimize the web site and will it be "easy" to deal with the client during an SEO project or not?

To clarify a bit more about this "easy" situation, let me suggest items that might make a client or their web site a little less "easy" to deal with and optimize!

• A web site that has absolutely no inbound (backward) links to any of their pages.

This may make it more difficult to deal with the client because there will be a lot of work to build the inbound link authority. And, to intelligently do this will require some additional time from your client along with their patience.

• A web site that has been around for a bit but doesn't rank anywhere for their company name nor any valuable (searchable) keywords.

This one depends more on the reasons why the web site pages don't rank. It may simply be because the client neglected to actually talk about themselves somewhere on the site and/or is so into his product or service that he forgot to describe what it was. If this client doesn't understand that or suggests that the industry doesn't need explaining then it may be difficult to help get these needed optimization elements into his web site.


• A site that is completely designed in Flash.

This one says re-design. Is the client willing to incur possible additional expense and time for a redesign? And will he understand that if he allows SEO to work in tandem with the redesign, he'll be better off too.

If this project is all about the expense for this client, then he may cut corners on SEO.

• Signs that black-hat efforts have taken place on a site.
If the client doesn't know or won't admit to black-hat practices then he may not understand that white-hat practices may take time and are for the long haul. He may be used to the quick wins if he wasn't caught in time!

Are you getting the picture? Need I go further? It's not that it isn't easily figured out what some of a web site's problems might be from an SEO perspective, but the above situations may make it more difficult when dealing with the client and the client's expectations. You know your client really wants you to simply wave your magic wand over their site and miraculously, and especially without any changes to their site, increase their rankings and conversions all over night! We can even predict exactly the volume of sales increases and when to expect them too. We, SEOs, are an amazing bunch, aren't we!!!

Continue reading this article.


About the Author:
In 2001 started up a small firm specialized in infrastructural solutions based on Open Source software. In 2004 launched the first Italian consortium of Lydia is head Chief Technical Officer and founder of Search Visible Websites. Her Internet background spans more years than she wants to admit to! She has watched the public access of the Internet grow and develop and learned the art and science of white-hat SEO from the ground up.

http://www.searchvisiblewebsites.com/blog/seoblog.html
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