As SEOs, we’re faced with new challenges every day. One of the top challenges is taking on a new client, as each and every client is different. They have different keywords, different types of sites, vastly different content, and different target audiences. Your strategies have to be tailored to fit the company and its industry and values. However, what happens when a company comes to you for help, and you know absolutely nothing about their industry? How can you strategize when you feel clueless?
For many of us, this alien industry tends to be something technical. Perhaps it’s a software solutions company, or a software quality assurance company, or a computer part company. No matter what they do, it can feel overwhelming if you’re not prepared with a plan for learning their trade. Creating their custom SEO strategy may not be as difficult as you think. Find somewhere quiet where you won’t be interrupted, and follow this guide.
Find Your Focus
While the company you’re taking on probably does a lot of different things, decide what the primary focus is. If the name is Johnson QA, then it’ll be quality assurance. The easiest way to find out is to ask! Especially if they don’t have an existing website, sit down with a company representative and talk about what they do. Ask the person to explain it in plain terms, without jargon. From that, you’ll be able to determine their niche.
Do Your Research
You’ll naturally begin learning about the company during the keyword research phase. Collaborate with them to determine their top targeted keywords, and go from there. Begin using your keyword research tools to come up with related keywords. When you don’t know what something means, look it up! Discovering these new words will give you some more insight into the industry – what typical companies offer, what the competitive terms are, etc.
Every company has competition. Even if that competition doesn’t have a website, looking them up will still help you determine your strategy, and learn a thing or two about the industry in the process. What words do they use in their ads? What sorts of offers do they have? If they do have a website, think about how you can outdo them. What keywords do they rank for, and which important ones do they not? Do they have any videos? Is their content engaging? Do they have enough explanation of products? Tailor your strategy to outdo (or at least match) the competition in these areas.
The people that you’re working with are probably used to answering questions. They’re experts at what they do, and the best way to gather your necessary information is to ask a lot of questions. After your initial keyword research, hand them what you think are their top keywords and have them add any they don’t see on your list. Make sure they give you an overview of their offerings, so that you can market them in the right places. They’d probably be nervous if you didn’t ask questions! If you keep the lines of communication open and do your homework, you’ll be an expert in no time.