Approaches to SEO Prospecting
Posted 8 October 2012 by Anthony CoeMackenzie Fogelson’s insightful post entitled Competitive Domain Analyses: Educating & Qualifying Clients in One Fell Swoop fired up a few sparks in my noggin and inspired me to share my own thoughts on prospecting new business. I’ll briefly touch on the three approaches we use here at Mediatorr to initiate dialogue with potential clients.
| Type of analysis | What is included? | Pros | Cons |
| 1.) Site Audit | Basic analysis of key onsite factors and backlink profile as well as noting authority metrics. | Provides insight into causes of current SEO performance and your ability as an SEO to identify these. | May come across technical and less focused on the site’s current performance and opportunity. |
| 2.) Keyword Report & Rankings Analysis | An assessment of monthly search volume and current ranking performance of sample group of keywords. | Provides insight into the market size and demand as well as current ranking performance. | Focuses on the symptoms or results rather than the causes. |
| 3.) Competitive Domain Analysis | A comparative assessment of key link metrics between your site and your primary search competition. | Provides insight into client’s ranking potential in relation to competition and the work required getting on par. | May come across technical and focuses on symptoms or statistics rather than causes. |
I believe all three are necessary ingredients in defining the recommended solution and costs for the job, however, not all at once.
As standard, we supply each new prospect with a basic site audit to engage their attention and qualify their interest. If they want more, we then supply them with a proposal containing all three, clearly defining the opportunity (search volume), the competitive environment and priorities (audit) – the factors that determine the extent of the solution and the associated costs.
The audit takes us approximately 30 minutes to compile and offers a quick analysis of a series of high, medium and lower priority factors with a simple best practice statement for each – not giving away too much, but giving them a clear idea of which baskets we advise they throw their eggs into. Whereas, our proposals can be anywhere up from 90 minutes. This allows us to process new leads quickly and save the strategic analysis for prospects who want more.
I think each SEO company should adopt the approach that is most in line with their SEO methodology. I am very keen to hear your thoughts or alternative approaches. Drop us a comment.