Business is all about planning. Be strategic by collecting valuable numbers that mean something to a client. The problem is developing a package that can be sold to EVERY client for EVERY product or service.

I’ve been asked to show the value of SEO to our clients by delivering a sales tool that can be used for all client offerings. True clients like to see what they are going to get, what they can expect and what value in dollars it will help them make with their investment. I get this, it’s just in terms of SEO and SEM it’s harder to detail and even harder to make sense of why this is not so easy.

The first question that comes to mind is: ‘What is value to them?’

What will the website deliver in terms of value? Do you want to sell more T-Shirts, and if the answer is YES then how do you allow people to do this? Do you want to increase numbers of people to your newsletter because 40% of those readers buy T-Shirts, or do you want to just offer the education on how you make your T’s so you can build a following of people who insist on your brand?

Since the ’sell’ today is all about relationships. SEO and SEM help drive that idea and increase the popularity of a brand by being relevant to what people want and are looking for. It’s important to define what is this success to a client and their brand.

What am I doing?

1. Tracking EVERYTHING – Not just analytics in terms of traffic, but enhancements and details that have changed. Where did it go right, where did it go wrong.

2. Details Details Details – Less is not more here, more is more. Look at everything; thin it out for the client review and make sense of it in terms of how we can then go through our standard set of motions and services with the client.

3. Reviewing ‘client’ website and stats – A full diagnosis of the website, looking at how the HTML is written, where CSS is used, organic search and a keyword review. Most of all CONTENT. How well is it written and how does it play in terms of what people are searching for.

4. Case Studies – Finally after doing the above for sometime, and you have seen not just success but some failure in terms of traffic etc, then you can determine a good case studies that can be beneficial for the client and new clients to come.

This is just some of what I do, more to come as the case studies come along.