Win That Pitch: How SEO Agencies Can Land New Business

Win That Pitch: How SEO Agencies Can Land New Business

Arm yourself with intel before you pitch The best way to win over a potential client is to walk into a pitch already aware of the challenges and opportunities in their online space. To get a lay of their search landscape, research which keywords are applicable to your prospect, load those puppies into STAT, and let them run for a few days (you can turn tracking on and off for however many keywords you like, whenever you like). This is why segmentation is a must. By slicing and dicing your keywords into different segments, called “tags” in STAT, you produce manageable data views with deep, targeted insight. Still running with our earlier example, by comparing a tag that tracks jeans keywords in Montreal against jeans keywords in Vancouver, you can inform your prospect of which city is bringing up the rear on the SERPs, and how they can better target that location. And once you’ve been hired to do the job, you’ll be able to prove your local pack success. For more tag ideas, we created a post with some of the keyword segments that we recommend our clients set up in STAT. And because you’ve already segmented the bejesus out of those keywords, you can tell exactly how they stack up in each segment. When you know the ins and outs of everyone in the industry — like who consistently ranks in the top 10 of your SERPs — you can give clients a more comprehensive understanding of where they fit into the big picture and uncover new market opportunities for them to break into. So, if you only need a few days’ worth of data, whether for a pitch or a project, you can jump into STAT and toggle tracking on or off for any number of keywords, and your billing will follow suit.

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If you’re a digital agency, chances are you have your sights set on a huge variety of clients — from entertainment and automotive, to travel and finance — all with their own unique SEO needs.

So how do you attract these companies and provide them with next-level SEO? By using a flexible tracking solution that delivers a veritable smorgasbord of SERP data every single day. Here are just four ways you can leverage STAT to lock down new business.

1. Arm yourself with intel before you pitch

The best way to win over a potential client is to walk into a pitch already aware of the challenges and opportunities in their online space. In other words: come armed with intel.

To get a lay of their search landscape, research which keywords are applicable to your prospect, load those puppies into STAT, and let them run for a few days (you can turn tracking on and off for however many keywords you like, whenever you like).

This way, when it comes time to make your case, you can hit them with hard data on their search visibility and tailored strategies to help them improve.

Walking into a pitch with deep insights in just a few days will make you look like an SEO wizard — and soon-to-be-new clients will know that you can handle any dark magic unleashed on the SERPs by a Google update or new competitors jumping into the mix.

2. Look at your data from every possible angle

As an SEO for an agency, you’re vying to manage the visibility of several clients at any given time, and all of them have multiple websites, operate in different industries and verticals worldwide, and target an ever-growing list of topics and products.

So, when prospective clients expect individualized SEO recommendations, how can you possibly deliver without developing a permanent eye twitch? The answer lies in the ability to track and segment tons of keywords.

Get your mittens on more SERPs

To start, you’ll need to research and compile a complete list of keywords for every prospective client. When one keyword only returns one SERP, and people’s searches are as unique as they are, the longer the list, the greater the scope of insight. It’s the difference between a peek and peruse — getting a snapshot or the whole picture.

For example, let’s say your would-be client is a clothing chain with an online store and a brick-and-mortar in every major Canadian city. You’ll want to know how each of their products appears to the majority of searchers — does [men’s jeans] (and every iteration thereof) return a different SERP than [jeans for men]?

Next, it’s time to play international SEO spy and factor in the languages, locations, and devices of target audiences. By tracking pin-point locations in influential global markets, you can keep apprised of how businesses in your industry are performing…

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