After 12+ years in SEO, selling to hundreds of clients – from small businesses to global brands – I’ve learned what works when it comes to landing and retaining SEO clients.
While every client is unique, there are clear strategies that consistently lead to success.
This article tackles my best advice for winning new SEO clients, along with insights from top industry professionals.
Whether you’re just starting out or looking to scale, these proven tactics will help you build a strong client pipeline.
1. Start small
When building your SEO business, you can go after big clients (“whales”) or smaller ones (“rabbits”).
While whales bring higher revenue, they’re harder to land without a proven track record. Rabbits, on the other hand, are easier to sign and provide quick cash flow.
Some of the best places to find small-business clients include:
- Freelance platforms: Upwork, Fiverr, Craigslist, Bark.com, GetCredo.com.
- Local business groups: Chamber of Commerce, marketing meetups.
- Social media and forums: Reddit, X, LinkedIn.
- Personal network: Business owners you know, friends, family.
Starting small builds experience, testimonials, and case studies – helping you land bigger clients over time.
Dig deeper: Ensuring quality in your SEO services: A checklist
2. Do great work
Delivering outstanding results is one of the most effective ways to grow your SEO business.
Clients are seeking strategic partners who inspire confidence, as Luca Tagliaferro explains:
- “Clients want a strategic partner but also a doer. With SEO, there is much uncertainty about what works, so you have to come out very confident in your recommendations.”
This emphasis on strategy is reinforced by Carrie Rose, who built a successful agency quickly:
- “Focus on strategy, not execution. Clients want strategic partners right now, especially with SEO – start by selling an SEO strategy project and you’re already positioning yourself as their long-term agency partner.”
To truly establish a partnership, prioritize client education. Mike Ginley provides valuable guidance:
- “Teach them like they will no longer need you one day. Helps build trust, helps build knowledge. Both will help overall success of the website and partnership.”
This approach builds trust without losing clients.
In practice, when you teach clients thoroughly, they rarely conclude they can handle SEO independently – they continue to value your expertise.
When you deliver work that clients can’t help but mention to peers, referrals follow naturally.
If you lack confidence in achieving results, invest in training through conferences, meetups, podcasts, and other resources to immerse yourself in SEO.
Beyond passive referrals, implement the simple yet powerful strategy of asking.
Many clients don’t think to refer you – not because they’re unwilling, but because they assume you’re busy or have other priorities.
Make it a practice to directly request introductions at least annually.
As Erin Jones notes:
- “Do great work for your existing clients, and they’ll not only stick around, but they’ll sell you to other business owners. There’s no greater sales tool than taking great care of your existing clients and helping them increase their visibility online and revenue as a result.”
Building an agency partner network can transform your business.
The standard arrangement pays referrers 10% on the first year of services, creating bidirectional revenue opportunities.
However, choose these partners carefully, as you’re attaching your reputation to work outside your control.
Some potential partners for SEO agencies include:
- Web design agencies.
- Fractional CMOs.
- Paid media agencies.
- Creative agencies.
- Smaller or larger SEO agencies that don’t serve your ideal clients.
- Technology/tool companies.
Build a target list and reach out to discuss your capabilities.
3. Get listed in SEO agency directory websites
Listing your agency on one of the many agency directory sites can be an easy way to passively generate some lead flow.
While some of these sites are honestly not worth the time, others can be a powerful tool. When listing your agency on these sites, fill out as much detail as possible.
If you can get some of your clients to leave you reviews on these platforms, it can go a very long way toward helping you land new SEO clients.
Some of the sites I have used are:
- Clutch.
- Agency Spotter.
- Digital Agency Network.
- The Manifest.
- UpCity.
- Credo.
- Semrush’s Partner Directory.
- Breef.
4. Conduct Linkedin outreach
Although I haven’t had great success with it myself, LinkedIn outreach can be an effective way to connect with potential SEO clients and is often recommended by others in my position.
Since many of us have experienced spammy outreach, the key is to be authentic, useful, and non-intrusive.
5. Do email outreach
Some of my most meaningful client relationships started with a cold email.
While this approach can be effective, it can also lead to many unproductive meetings.
To make the most of it, have a strong process for quickly qualifying or disqualifying leads to avoid wasting time.
6. Develop unique capabilities and differentiators
In 2024, there were 54,216 digital advertising agencies in the U.S., growing at a 14.5% CAGR since 2019, according to IBIS World.
Globally, 5.22 million people on LinkedIn have SEO in their title or work experience.
Clearly communicating “why you” is key to landing clients.
For instance, my agency leverages technology in client accounts and focuses on organizational and marketing OKRs rather than just SEO metrics.
Build your “Why us” case with business impact in mind.
Tip: Create “industries we serve” pages on your website to highlight how you help specific businesses. Our beauty SEO page has led to valuable clients and conversations.
Dig deeper: How to keep your SEO clients engaged: 8 communication touchpoints
7. Participate in the community and build thought leadership
Being seen as a thought leader can be a valuable source of new leads.
However, you don’t need to be at the forefront of the industry to establish credibility. I’m not, yet I still generate leads this way.
You should do it, too. There’s always room for more voices.
Engaging on Reddit and other forums can also help build credibility and a reputation for being helpful – qualities potential clients look for.
Many top SEO experts, like Marie Haynes, started by simply answering questions in forums.
Places to engage in thought leadership and community participation include:
- X.
- Reddit.
- Conferences.
- Medium.
- LinkedIn.
- Your agency blog.
- Guest posting on industry blogs.
8. Perfect the pitch
A strong pitch process is essential for winning clients, yet many agencies and contractors miss the mark.
A strong pitch should:
- Establish authority by introducing yourself or your agency.
- Present a clear SEO approach with a roadmap of activities.
- Define your capabilities and the specific work you’ll be doing.
- Set expectations for results, including a timeline for impact (without overpromising exact metrics).
- Outline your SEO implementation plan. Unimplemented optimizations will not drive results. For clients with difficult CMS setups or limited dev resources, use edge SEO tools or JavaScript implementation.
- Showcase your work with case studies that speak to your target audience.
Your pitch process should typically include two or three calls. The first should be a discovery call, focused on gathering information rather than selling.
Caroline Posma offers great advice for this stage:
- “Be genuinely interested in their business and genuinely motivated to help them grow organically. A sales call is about them, not you. Don’t just pitch. Do your best to understand their business, their problems. Already provide value, for example by doing a quick site audit.”
During this call, ask about their broader marketing efforts.
- Do they have dev resources?
- Use a PR agency?
- Invest in paid media?
Understanding these areas can help you make a bigger impact.
The second call is where you present your capabilities and findings, especially if you’ve provided a free audit.
Dig deeper: Mastering SEO account management: The recipe for success
9. Offer a free initial SEO audit
Some SEOs and agency leaders refuse to offer free work, but this can be a missed opportunity – especially for those just starting out.
Clients need to see the value before committing, which is why free audits are so effective.
A mentor once told me, “Make them sick, then make them better.”
Show clients what’s wrong, then clearly explain how you’ll fix it.
SEO expert Tammy Wood supports offering quick wins upfront:
- “Quick wins – immediate gratification prior to charging. Why? Because I’ve obviously looked through the site, and the knowledge may help them – whether hired or not.”
A free audit also demonstrates your expertise in ways a generic capabilities deck cannot.
A well-executed audit in just two hours can highlight your depth of knowledge.
If you can explain findings in a way clients understand, you build trust and set the stage for a strong partnership.
After all, if they don’t buy into necessary changes, showing SEO impact becomes difficult.
Chris Green suggests using audits to teach prospects something new about their market:
- “Teach them something about their market they’re not aware of. Be generous with your time and speak with confidence.”
Even if you don’t offer full audits, you can still be generous with insights. Ryan Huser recommends transparency:
- “Show them how you work. If they have a question about a SERP, query data, or backlinks, I’ll frequently just pull up Ahrefs or another tool on screen share and let them see the process. Don’t worry about giving away the ‘secret sauce.’ They’re trying to hire help for a reason.”
Christina LeVasseur uses an interactive approach by showing clients a SERP and asking them to pick the listing they would click.
It’s no surprise here that most of the time, clients do not pick their own page!
This highlights the importance of the work we do which clients often misunderstand.
Grant Simmons emphasizes leveraging competitive insights:
- “Closing: Highlight where competition is eating their lunch aligned with low-hanging fruit. Give reasonable expectation of expected outcomes.”
- “Retaining: Demonstrate effort and that you met or exceeded outcomes you predicted. Strategically rinse and repeat where opportunities exist.”
Oliver Sissons offers three key tips for presenting audits effectively:
- “Don’t step on toes. They’ve haven’t come to an agency to be put down. Likely they’ve done a lot right, and just need new ideas.”
- “Avoid jargon. No need to know every title/canonical tag you’ll check.”
- “Tie previous results to real business growth (sales, revenue and leads).”
Lastly, tap into the psychological principle of fear of loss, which is often a stronger motivator than the promise of gains.
If a client is engaging in risky SEO practices, highlight the dangers.
As JP Sherman puts it:
- “Fear will keep them in line!”
In a good way, of course!
10. Demonstrate your plan for implementation
Audits and optimizations can transform a business, but without a solid implementation plan, nothing happens.
That’s why we always discuss how we support implementation. It’s a key factor in delivering faster SEO results.
Some clients may grant direct access to their CMS, but others may have custom-built or complex proprietary systems that make even basic changes difficult.
Often, implementation is dependent on a development team or technical marketer with a long backlog, delaying progress for months.
This is where edge SEO tools like SearchPilot, RankSense, and Sloth.cloud can be game-changers.
Not only do they help you win business by offering a practical implementation solution, but they also improve client retention by enabling you to execute changes yourself.
Other tools, such as SEOScout, Ahrefs, and seoClarity, offer similar solutions.
11. Build a business case with forecasting
SEO forecasting is a powerful way to justify investment in SEO.
Martin McGarry emphasizes the importance of setting realistic expectations:
- “Give them an estimate of growth, where you think you can take them if they partner with you and follow your plan and suggestions. You don’t have to make bold claims of number 1 rankings, but at least target some kind of tangible growth in the areas you’re focusing on.”
Dig deeper: How to build lasting relationships with SEO clients
12. Leverage competitive benchmarking
Different stakeholders within a company have different motivators.
C-suite executives and directors are often driven by competitive insights, making competitive benchmarking a valuable tool.
In some audits, we create competitive scorecards that assess competing websites across key SEO factors like technical health, on-page optimization, off-site authority, and performance.
Ways to not get SEO clients
While researching this article, I came across some of the worst advice on landing SEO clients.
Here are two major mistakes to avoid:
Making guarantees
Never make promises you can’t keep.
SEO is unpredictable. Algorithm updates, client implementation delays, and competitor strategies all impact results.
Making bold guarantees damages trust and sets unrealistic expectations, leading to unhappy clients and a damaged reputation.
Getting ‘accredited’
Some sources suggest getting a Google Partners badge to attract SEO clients, but this is misleading.
Google Partners is for PPC, not SEO.
Trying to pass it off as an SEO credential may deceive uninformed clients, but those who understand the industry will see right through it.
If you want to build lasting relationships, avoid misleading tactics.
Time to go get some clients
Winning SEO clients isn’t easy, but the right approach can significantly improve your close rate.
From doing great work and starting small to developing differentiation and partnering with other agencies, these strategies set you up for success.
Now, go land some clients!
Dig deeper: 12 tips for better SEO client meetings
Meta wants its advertisers to connect to Google Analytics
Meta is encouraging advertisers to integrate Google Analytics with its ad platform, offering early access to ad system updates that have shown a boost in conversions.
Details. Meta says setting up the connection takes just 5-10 minutes. Advertisers with a high-quality integration saw an additional 5% increase in conversions, according to internal Meta data.
How it works:
Why we care. Advertisers who establish a strong connection between Meta and Google Analytics could see improved campaign performance, gaining an edge in a competitive ad landscape.
The big picture. As privacy changes continue reshaping digital advertising, deeper integrations between analytics and ad platforms are becoming critical for performance tracking and optimization.
First seen. We saw this update when paid search and social consultant Samantha Noble mentioned seeing the message on LinkedIn.
What’s next. Advertisers who act early may benefit from future updates before the broader rollout. Expect Meta to further incentivize integrations across its ad ecosystem.
Google Shopping now shows ‘Price at Checkout’
Google has begun showing the ‘Price at Checkout’ within Google Shopping listings, both for paid ads and organic results.
Merchants who alter prices at checkout risk suspension from Google Shopping, but this new feature provides an added layer of clarity for users.
The big picture: Google has strict policies against misleading pricing, and this enhancement aligns with its broader efforts to improve trust in Shopping listings.
Transparency in pricing could also pressure retailers to maintain consistency between advertised and final prices.
Why we care. Online shoppers often encounter price discrepancies between initial listings and final checkout prices, leading to frustration and abandoned carts. This new feature could help searchers make more informed decisions without unexpected price changes.
First seen. This update was first seen by industry expert, Arpan Banerjee, when Adriaan Dekker called it out on LinkedIn:
What’s next. It remains unclear whether this is a full rollout or a limited test. Merchants should monitor their listings to ensure accurate pricing is displayed to avoid potential policy violations.
Google Marketing Live set for May 21
Google is gearing up for its annual Google Marketing Live event, set to stream on Wednesday, May 21, at 12 p.m. ET / 9 a.m. PT.
What’s new:
Why we care. Google Marketing Live is a key event for advertisers, offering insights into the company’s latest ad innovations and AI-driven strategies. As a reminder, here’s everything that was announced at Google Marketing Live 2024.
What to watch. Expect updates on AI-powered ad solutions, measurement tools, and cross-platform marketing strategies as Google continues to evolve its ad ecosystem.
Google is exploring ads in new AI Mode
Google confirmed to Adweek it will “explore bringing ads” to its new AI Mode search experience. The company will use lessons from ads already running in AI Overviews to inform its approach.
Ad buyers warn that user behavior in AI Mode’s conversational interface could reduce ad effectiveness.
Big picture. Google is looking to monetize its newest AI search experience, telling AdWeek it plans to “explore bringing ads” into AI Mode — the conversational search feature launched in beta this week. It executes multiple searches simultaneously to answer complex queries.
While ads aren’t yet appearing in AI Mode, Google’s approach will be informed by what it learns from ads already running in AI Overviews, the simpler AI-generated answers that sometimes appear at the top of search results.
How ads work in AI Overviews. According to Google, Ads within AI Overviews typically:
These ads are limited to U.S. mobile users. A Google spokesperson told Adweek that consumer response to these ads has been positive since their October debut.
Advertiser concerns about AI Mode. Industry experts express mixed feelings about ads in Google’s conversational AI environments:
Melissa Mackey, Head of Paid Search at Compound Growth Marketing, finds AI Overview ads “compelling” because they can effectively answer user questions. However, she’s more skeptical about AI Mode advertising, suggesting they “could feel more intrusive to users.”
Navah Hopkins from PPC platform Optmyzr predicts potential challenges with AI Mode advertising:
Why we care. Google’s introduction of ads into AI Mode could significantly impact how users interact with paid search. Unlike traditional search ads, AI Mode’s conversational format may reduce click-through rates as users receive comprehensive answers within the chat.
This shift may require advertisers to rethink their strategies, focusing on more engaging and creative ad formats to capture user attention. Additionally, premium pricing and higher costs per click could affect return on ad spend, making it crucial for marketers to monitor performance closely as Google refines its AI-driven ad experiences.
Timing remains unclear. With limited information about auction dynamics or creative formats for AI Mode ads, Hopkins said it’s difficult to predict performance or adoption rates.
Meanwhile, some industry watchers, such as Glenn Gabe of G-Squared Interactive, said they haven’t seen ads in AI Overviews despite Google’s announcement, suggesting the rollout may be gradual or highly targeted.
Go deeper: Google continues to balance monetization strategies for its AI-enhanced search experiences as it evolves beyond traditional search results pages.
Google to change how Tag Manager works with Google Ads in April
Google announced plans to update how Google Tag Manager (GTM) interacts with Google Ads to streamline data collection and improve tracking reliability. This change is scheduled for April 10.
Key changes:
Why we care. This update aims to enhance tracking accuracy and ensure a more reliable flow of measurement data, which could lead to better campaign insights and optimization opportunities. With easier access to key features like Enhanced Conversions and Cross-domain tracking, you can improve attribution and customer journey analysis.
Additionally, the update helps streamline data collection and compliance by automatically applying user-provided data settings. Ultimately, this change would make maximizing ad performance and ROI easier with more precise, real-time data.
What you need to do:
4 SEO tips to boost click-through rate
A Position 1 ranking only matters if your result resonates with users and earns clicks.
That’s why optimizing your click-through rate (CTR) is just as crucial as climbing the search results.
By analyzing your current performance and making strategic improvements, you can turn rankings into real traffic.
This article provides actionable tips to boost CTR, attract more clicks, and maximize your SEO efforts.
Understanding the role of CTR in SEO
CTR is a crucial SEO metric that’s often overlooked.
For years, it was considered an indirect factor, but the antitrust trial against Google revealed that CTR is used as a ranking signal.
Regardless of its impact on rankings, CTR determines how many users actually reach your site.
As Eli Schwartz explains:
As an SEO professional, what could be more important?
All our hard work is fruitless if we fail at the first hurdle, and no one wants a below-par CTR.
With this in mind, I’ve outlined key tactics to help improve this critical metric.
1. Identify pages that need CTR optimization
The best benchmark for click-through rate performance is your own dataset.
Every industry is different, and so is every individual website.
While comparing against industry averages can be valuable in some cases, it’s usually more beneficial to determine your own CTR range and “run your own race.”
Start with Google Search Console data to check and download search performance metrics, including CTR.
I recommend using at least 90 days of data and filtering out pages with very low impressions that might skew your results.
From there, find your average CTR and focus on pages that fall below it.
You might also revisit your keyword research and review search volume metrics to prioritize pages with the most potential – ensuring you get the maximum impact for the time invested.
Pages with an above-average CTR can also be valuable.
If they generate traffic despite lower rankings, they could perform even better in higher positions. A little optimization on these could go a long way.
2. Create high-performing title tags and meta descriptions
The key to better click-through rates is compelling title tags and meta descriptions.
This limited space is your chance to grab attention on a crowded search engine results page.
Think of it as the organic equivalent of a search ad – adopting this mindset can help you optimize for CTR effectively.
So, how do you write metadata that truly performs? Here are some tips.
Use paid search data to improve SEO CTR
If you’re running Google Ads, you already have a treasure trove of CTR data at your fingertips.
Talk to your PPC team, review your Google Ads account, and analyze which ad copy performs best.
Use this CTR data to inform your strategy for writing effective title tags and meta descriptions.
Testing and learning are much easier with ad campaigns.
Headline and ad copy testing are standard practices, and your colleagues are likely already working on ways to improve Google Ads CTR.
Yet, sharing this data with SEO professionals is far less common.
Don’t miss out on this goldmine of insights into what your target audience actually responds to.
Dig deeper: Top 7 Google Ads and SEO synergies you should act upon
Review email and social media campaigns
Email marketing is another directly measurable channel, and subject lines are quick and simple to test.
Assessing CTR data from email campaigns can provide valuable insight into your target market – what type of language they respond to and what drives them to click.
The same applies to social media. Analyzing popular posts can help you better understand your audience and craft more effective title tags and meta descriptions.
Get the newsletter search marketers rely on.
See terms.
Match search intent
A mismatch between search intent and your key messaging can lead to a low CTR.
After all, if users don’t expect your landing page to deliver what they’re looking for, why would they choose to click?
Your average CTR could improve significantly by aligning your copy with user intent.
Consider whether you’re using transactional or commercial wording appropriately, or if certain areas require a more informative tone.
The right approach may vary across different sections of your website, so take the time to understand the intent behind key queries and adjust your language accordingly.
Incorporate E-E-A-T in your metadata
E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) factors may also shape user perception.
Since title tags and meta descriptions have limited space, adding language that builds trust in your brand could be the difference between earning a click and losing one.
For example, some retailers differentiate their Apple Watch listings by mentioning warranty details to provide trust signals within search results.
Others highlight affordability by showcasing deals and payment plans.
Can you mention awards, accolades, guarantees, or promises specific to your industry?
Even a small trust signal could be a game-changer in capturing more clicks.
Harness AI to address CTR gaps
If you’re optimizing click-through rate at scale, AI tools can help analyze data to identify behavioral patterns and preferences.
This data can be used to create more compelling headlines or even generate different elements automatically.
For example, Buddler offers an SEO CTR benchmark report that identifies CTR drops, below-average pages, and high-performing pages that may be worth improving.
This can save valuable analysis time, allowing you to focus on tactics that drive better results.
Taking a generative approach, the Danish news outlet TV 2 Fyn used AI-generated headlines to increase CTR by 59%.
Tap into FOMO and psychological triggers to drive action
Improving CTR isn’t just about SEO or using relevant keywords.
Psychological triggers can have a powerful effect by tapping into user behaviors and emotions.
Fear of missing out (FOMO) is a particularly strong motivator.
While it’s more difficult to apply in long-term SEO strategies, limited-time or exclusive offers can be highlighted to boost clicks.
For example, pages dedicated to Black Friday or time-sensitive deals should make this urgency clear.
Power words can also trigger emotions, encouraging users to take action. However, use them carefully.
Empty promises or unsubstantiated claims can backfire, reducing clicks and damaging customer trust.
3. Leverage rich snippets and schema markup
Beyond title tags and meta descriptions, structured data provides more opportunities to increase engagement.
Certain types of markup can trigger SERP features, making your listing stand out.
For example, proper review markup can display star ratings in search results, helping your page attract more clicks.
Pricing, return policies, and delivery details can also be shown, increasing visibility and credibility.
Implementing these at scale can lead to incremental gains.
4. Optimize URLs for click-worthiness
Often overlooked, URLs can send strong signals to potential visitors.
Unnecessary parameters or overly complex URLs may deter users who are unfamiliar with your brand.
Keeping URLs short, clear, and relevant reinforces trust and transparency.
A well-structured URL can be the deciding factor for a user unsure about clicking.
With these four SEO tactics in place, you can boost CTR and drive more traffic.
But how does CTR interact with rankings? Let’s explore the connection.
The interplay between ranking and CTR
It’s well-recognized that higher-ranking pages generally attract more clicks.
A recent FirstPage study found that on average:
Since higher-ranked pages typically have better CTRs, looking beyond title tags and meta descriptions to improve page content, user experience, and page speed can help boost rankings – and, in turn, click-through rates.
A better page ranks higher, leading to a higher CTR, which then further improves performance.
One gain feeds into the other, creating a positive feedback loop.
Testing and measuring CTR improvements
Once you’ve implemented changes, tracking performance is key to success.
Google Search Console allows you to monitor progress and adjust your approach if results aren’t meeting expectations.
A/B testing can also be set up using tools like Bigmetrics, allowing you to measure the impact of different changes over time and determine what works best.
Key takeaways for CTR success
Remember to review your CTR metrics and make improvements alongside other SEO work.
Prioritizing CTR optimization will help maximize your impact.
Leverage data from other digital marketing channels, psychological triggers, and search intent matching for the best results.
Test, learn, refine – and grow your traffic with smarter CTR strategies.
8 common SEO mistakes to avoid
We’re all looking to improve our organic performance.
We want the latest news, tips, and thought leadership to help push our website past the competition. That’s why we’re here!
However, the less glamorous side of staying current in SEO is learning from others’ mistakes.
This article looks at eight common mistakes you can easily avoid.
1. Treating organic traffic as the end goal
It makes sense to use organic traffic as a key metric to measure SEO success. It’s one of the easiest to define.
However, it’s not the reason your company employs you.
Traffic doesn’t pay the bills. In reality, it costs money when you factor in hosting and tools.
Growing organic traffic isn’t necessarily a bad goal, but it needs to be more defined.
You could be ranking for keywords that will never convert or attracting visitors who leave immediately. That’s not helping your business grow.
Instead of viewing increased organic traffic as proof your SEO efforts are working, treat it as an indicator – one that matters only if the traffic is well-qualified.
Ask key stakeholders what they report on each month.
If you’re speaking to the board of directors, they care about the company’s financial health.
Consider SEO’s impact on revenue as a better measure of success than simply saying, “Organic traffic is increasing.”
Dig deeper: Why SEO often fails before it even begins
2. Forgetting about the user
Focusing more on traffic volume than the users behind it is a mistake.
If you create content only to generate traffic without a plan to meet visitors’ needs once they arrive, you’re wasting your energy.
It’s easy to see traffic as the end of an SEO’s responsibility, but that’s not the case.
A high-ranking page is only valuable if it attracts and engages the right audience.
Whether targeting users at the top or bottom of the funnel, have a clear plan for their next step and craft your copy to guide them there.
Too often, I’ve seen SEO strategies that begin and end with “get more users to the site” – with little thought about what happens next.
3. Implementing short-term strategies
When developing an SEO strategy, it’s important to consider how far ahead you should plan.
A common mistake – one I’ve made myself – is limiting an SEO strategy to just a few months due to uncertainty about the future of SEO.
While it’s wise to stay adaptable as new SERP features emerge or a new search engine gains popularity, planning less than a year ahead is likely neither ambitious nor realistic for long-term growth.
Algorithm updates can affect progress and require adjustments to your approach.
However, if your strategy spans 12 months, your overarching goals will likely remain the same, even if specific tactics need to change.
For example, if your SEO strategy is designed to increase revenue through organic search for a new product launch, a Google algorithm update won’t make that goal obsolete.
You may need to adjust certain activities, but the strategy itself will remain intact.
The risk of short-term planning is that you’re constantly shifting from one project to another, requiring frequent buy-in.
This approach can prevent genuine growth, making SEO more reactive than strategic.
You’ll also be more susceptible to chasing trends instead of implementing sustainable tactics that drive long-term success.
Dig deeper: 5 SEO mistakes sacrificing quantity and quality (and how to fix them)
4. Blaming the algorithms without reason
It’s all too easy to blame traffic drops on algorithm updates.
We’ve all been in meetings where an SEO confidently tells a stakeholder:
While true, this can also become a scapegoat.
Instead of investigating the actual cause, it’s convenient to attribute the drop to a Google update – especially when stakeholders have no way to prove otherwise.
Before jumping to “algorithm update” as the reason for a traffic drop, rule out other possibilities.
And remember: If you blame algorithms for traffic drops without proper investigation, you should also credit them when traffic goes up.
That probably won’t sit well with your boss when they ask what impact your SEO efforts have had lately.
Get the newsletter search marketers rely on.
See terms.
5. Basing decisions on flawed data
Another major mistake is making other SEO decisions without solid data.
Most SEOs understand that data is key to a successful strategy, yet errors in data handling are all too common.
For example, poorly designed tests can lead to misleading conclusions.
Running a test on meta descriptions to measure their impact on click-through rates is pointless if you don’t verify which descriptions were actually displayed in the SERPs.
Similarly, evaluating sitewide performance metrics instead of analyzing specific pages, topics, or templates can obscure important insights.
These issues often stem from:
A common error is pulling a Google Search Console report without accounting for variations in traffic by country or device.
Averages can smooth out meaningful peaks and troughs, leading to flawed conclusions.
Dig deeper: SEO shortcuts gone wrong: How one site tanked – and what you can learn
6. Assuming Google lies
This mistake is surprisingly common in the SEO industry – the assumption that “Google lies.”
But when you really think about it, that idea doesn’t make much sense.
It would require a coordinated effort from every Google representative we hear from to deliberately mislead SEOs.
For what purpose, exactly?
I don’t believe Google lies about SEO.
What would Google employees gain from misleading us about things like whether Googlebot respects robots.txt or if there’s a way to encourage Googlebot to crawl a site?
More often than not, what people perceive as “Google lying” is actually a misunderstanding of extremely complex topics.
Google Search is powered by intricate algorithms involving machine learning, information retrieval, and technical systems that most of us will never fully grasp.
Naturally, some details get lost in communication.
Google’s representatives try to simplify, explain, and troubleshoot an incredibly advanced system, which can sometimes lead to confusion.
That’s why we should test everything Google tells us – not because they’re trying to deceive us, but because testing helps us better understand how to optimize our sites so Googlebot can find and serve our content effectively.
7. Using the robots.txt to control indexing
Since we’re on the topic of helping Googlebot find and serve content, let’s talk about a common mistake – misusing robots.txt.
Robots.txt is meant to guide bots on what they can and cannot crawl, not what they can index.
A common misconception is that blocking a page in robots.txt prevents it from appearing in search results. That’s not how it works.
If a search engine bot has never crawled a page, it won’t see its content and likely won’t rank it well.
But that doesn’t mean it won’t index the page at all.
If a search engine finds links to the page and the context of those links provides enough information, the page can still appear in relevant search results.
If a page was previously crawled and indexed, and then a disallow rule was added to robots.txt, it can still rank based on the last version Google saw.
Essentially, you’ve given search engines a snapshot of the page before blocking it, and that’s what they will continue to rank.
A related mistake is adding a noindex tag to a page while also blocking it in robots.txt.
If the page is blocked, Googlebot can’t crawl it to see the noindex tag – so the page may stay in search results despite your efforts to remove it.
Dig deeper: 5 SEO content pitfalls that could be hurting your traffic
8. Using conflicting signals
Sending search engines mixed signals can lead to indexing and ranking issues. This happens in several ways:
Learn from others’ mistakes
These are just a few common SEO pitfalls, but there are many more.
Experienced SEOs have often learned these lessons the hard way – by making mistakes. You don’t have to.
By recognizing these issues early, you can avoid them and refine your SEO strategy for better results.
Dig deeper: The top 5 strategic SEO mistakes enterprises make (and how to avoid them)
TikTok’s $30B ad boom faces US uncertainty
TikTok’s global advertising revenue is projected to reach $32.4bn this year, representing 24.5% year-over-year growth, even as the platform faces potential shutdown in its largest market according research done by WARC media.
By the numbers (according to WARC Media):
Why we care. A potential TikTok ban in the US threatens to shake up the digital ad market, with Instagram, YouTube, and Snapchat poised to absorb displaced spending.
Nearly $12bn in US advertising spend hangs in the balance as the April 5th deadline for ByteDance to divest TikTok approaches, creating significant uncertainty for brands that have made the platform central to their marketing strategies.
The big picture:
What’s next:
The bottom line. TikTok’s rapid ad growth is undeniable, but looming regulatory challenges in the US create an unpredictable future for brands and advertisers.
Microsoft adds “Why This Ad?” feature to Bing search results
Microsoft is bringing more transparency to its search advertising with a new feature that explains ad placement decisions directly in Bing results.
Details:
How it works. When users click the dropdown arrow next to a search ad’s URL, they can access a dialog box that explains why that particular advertisement was selected for display.
Barry Schwartz reports seeing only a generic “Learn how your ads are chosen” message on Search Engine Roundtable. Others, like Digital Marketer, Khushal Bherwani, report seeing detailed information including:
Why we care. As digital ad platforms face growing scrutiny over transparency and user privacy, Microsoft is following Google’s lead by giving users more visibility into how and why they’re seeing specific ads.
Between the lines. The inconsistent rollout suggests Microsoft is testing the feature before a wider release, possibly in response to similar transparency features Google has implemented in its search results.
What they’re saying. While Microsoft hasn’t made an official announcement about the feature, social media discussions indicate users are noticing the change and comparing it to Google’s existing ad transparency tools.
12 tips to win more SEO clients
After 12+ years in SEO, selling to hundreds of clients – from small businesses to global brands – I’ve learned what works when it comes to landing and retaining SEO clients.
While every client is unique, there are clear strategies that consistently lead to success.
This article tackles my best advice for winning new SEO clients, along with insights from top industry professionals.
Whether you’re just starting out or looking to scale, these proven tactics will help you build a strong client pipeline.
1. Start small
When building your SEO business, you can go after big clients (“whales”) or smaller ones (“rabbits”).
While whales bring higher revenue, they’re harder to land without a proven track record. Rabbits, on the other hand, are easier to sign and provide quick cash flow.
Some of the best places to find small-business clients include:
Starting small builds experience, testimonials, and case studies – helping you land bigger clients over time.
Dig deeper: Ensuring quality in your SEO services: A checklist
2. Do great work
Delivering outstanding results is one of the most effective ways to grow your SEO business.
Clients are seeking strategic partners who inspire confidence, as Luca Tagliaferro explains:
This emphasis on strategy is reinforced by Carrie Rose, who built a successful agency quickly:
To truly establish a partnership, prioritize client education. Mike Ginley provides valuable guidance:
This approach builds trust without losing clients.
In practice, when you teach clients thoroughly, they rarely conclude they can handle SEO independently – they continue to value your expertise.
When you deliver work that clients can’t help but mention to peers, referrals follow naturally.
If you lack confidence in achieving results, invest in training through conferences, meetups, podcasts, and other resources to immerse yourself in SEO.
Beyond passive referrals, implement the simple yet powerful strategy of asking.
Many clients don’t think to refer you – not because they’re unwilling, but because they assume you’re busy or have other priorities.
Make it a practice to directly request introductions at least annually.
As Erin Jones notes:
Building an agency partner network can transform your business.
The standard arrangement pays referrers 10% on the first year of services, creating bidirectional revenue opportunities.
However, choose these partners carefully, as you’re attaching your reputation to work outside your control.
Some potential partners for SEO agencies include:
Build a target list and reach out to discuss your capabilities.
3. Get listed in SEO agency directory websites
Listing your agency on one of the many agency directory sites can be an easy way to passively generate some lead flow.
While some of these sites are honestly not worth the time, others can be a powerful tool. When listing your agency on these sites, fill out as much detail as possible.
If you can get some of your clients to leave you reviews on these platforms, it can go a very long way toward helping you land new SEO clients.
Some of the sites I have used are:
4. Conduct Linkedin outreach
Although I haven’t had great success with it myself, LinkedIn outreach can be an effective way to connect with potential SEO clients and is often recommended by others in my position.
Since many of us have experienced spammy outreach, the key is to be authentic, useful, and non-intrusive.
5. Do email outreach
Some of my most meaningful client relationships started with a cold email.
While this approach can be effective, it can also lead to many unproductive meetings.
To make the most of it, have a strong process for quickly qualifying or disqualifying leads to avoid wasting time.
6. Develop unique capabilities and differentiators
In 2024, there were 54,216 digital advertising agencies in the U.S., growing at a 14.5% CAGR since 2019, according to IBIS World.
Globally, 5.22 million people on LinkedIn have SEO in their title or work experience.
Clearly communicating “why you” is key to landing clients.
For instance, my agency leverages technology in client accounts and focuses on organizational and marketing OKRs rather than just SEO metrics.
Build your “Why us” case with business impact in mind.
Tip: Create “industries we serve” pages on your website to highlight how you help specific businesses. Our beauty SEO page has led to valuable clients and conversations.
Dig deeper: How to keep your SEO clients engaged: 8 communication touchpoints
Get the newsletter search marketers rely on.
See terms.
7. Participate in the community and build thought leadership
Being seen as a thought leader can be a valuable source of new leads.
However, you don’t need to be at the forefront of the industry to establish credibility. I’m not, yet I still generate leads this way.
You should do it, too. There’s always room for more voices.
Engaging on Reddit and other forums can also help build credibility and a reputation for being helpful – qualities potential clients look for.
Many top SEO experts, like Marie Haynes, started by simply answering questions in forums.
Places to engage in thought leadership and community participation include:
8. Perfect the pitch
A strong pitch process is essential for winning clients, yet many agencies and contractors miss the mark.
A strong pitch should:
Your pitch process should typically include two or three calls. The first should be a discovery call, focused on gathering information rather than selling.
Caroline Posma offers great advice for this stage:
During this call, ask about their broader marketing efforts.
Understanding these areas can help you make a bigger impact.
The second call is where you present your capabilities and findings, especially if you’ve provided a free audit.
Dig deeper: Mastering SEO account management: The recipe for success
9. Offer a free initial SEO audit
Some SEOs and agency leaders refuse to offer free work, but this can be a missed opportunity – especially for those just starting out.
Clients need to see the value before committing, which is why free audits are so effective.
A mentor once told me, “Make them sick, then make them better.”
Show clients what’s wrong, then clearly explain how you’ll fix it.
SEO expert Tammy Wood supports offering quick wins upfront:
A free audit also demonstrates your expertise in ways a generic capabilities deck cannot.
A well-executed audit in just two hours can highlight your depth of knowledge.
If you can explain findings in a way clients understand, you build trust and set the stage for a strong partnership.
After all, if they don’t buy into necessary changes, showing SEO impact becomes difficult.
Chris Green suggests using audits to teach prospects something new about their market:
Even if you don’t offer full audits, you can still be generous with insights. Ryan Huser recommends transparency:
Christina LeVasseur uses an interactive approach by showing clients a SERP and asking them to pick the listing they would click.
It’s no surprise here that most of the time, clients do not pick their own page!
This highlights the importance of the work we do which clients often misunderstand.
Grant Simmons emphasizes leveraging competitive insights:
Oliver Sissons offers three key tips for presenting audits effectively:
Lastly, tap into the psychological principle of fear of loss, which is often a stronger motivator than the promise of gains.
If a client is engaging in risky SEO practices, highlight the dangers.
As JP Sherman puts it:
In a good way, of course!
10. Demonstrate your plan for implementation
Audits and optimizations can transform a business, but without a solid implementation plan, nothing happens.
That’s why we always discuss how we support implementation. It’s a key factor in delivering faster SEO results.
Some clients may grant direct access to their CMS, but others may have custom-built or complex proprietary systems that make even basic changes difficult.
Often, implementation is dependent on a development team or technical marketer with a long backlog, delaying progress for months.
This is where edge SEO tools like SearchPilot, RankSense, and Sloth.cloud can be game-changers.
Not only do they help you win business by offering a practical implementation solution, but they also improve client retention by enabling you to execute changes yourself.
Other tools, such as SEOScout, Ahrefs, and seoClarity, offer similar solutions.
11. Build a business case with forecasting
SEO forecasting is a powerful way to justify investment in SEO.
Martin McGarry emphasizes the importance of setting realistic expectations:
Dig deeper: How to build lasting relationships with SEO clients
12. Leverage competitive benchmarking
Different stakeholders within a company have different motivators.
C-suite executives and directors are often driven by competitive insights, making competitive benchmarking a valuable tool.
In some audits, we create competitive scorecards that assess competing websites across key SEO factors like technical health, on-page optimization, off-site authority, and performance.
Ways to not get SEO clients
While researching this article, I came across some of the worst advice on landing SEO clients.
Here are two major mistakes to avoid:
Making guarantees
Never make promises you can’t keep.
SEO is unpredictable. Algorithm updates, client implementation delays, and competitor strategies all impact results.
Making bold guarantees damages trust and sets unrealistic expectations, leading to unhappy clients and a damaged reputation.
Getting ‘accredited’
Some sources suggest getting a Google Partners badge to attract SEO clients, but this is misleading.
Google Partners is for PPC, not SEO.
Trying to pass it off as an SEO credential may deceive uninformed clients, but those who understand the industry will see right through it.
If you want to build lasting relationships, avoid misleading tactics.
Time to go get some clients
Winning SEO clients isn’t easy, but the right approach can significantly improve your close rate.
From doing great work and starting small to developing differentiation and partnering with other agencies, these strategies set you up for success.
Now, go land some clients!
Dig deeper: 12 tips for better SEO client meetings