As a search engine optimisation expert you will be well aware that things in the industry can change rapidly indeed. It is crucially important to be on the ball with new facts in order to keep up with the pack. With 2011 almost halfway through, you can see a few differences in the way that SEO is effected, but none of the shifts are creating much of a surprise, if we are truthful. It would seem at this stage in the year that page rank is now less relevant to the quality of web sites. With the Panda update affecting many sites, there are wide and far reaching changes happening as we speak. Of course many people working in search engine optimisation already knew, last year, that big things were afoot, but it is more of a concern now that are striding through 2011. Understanding this fact is the easy part. The challenge will be finding a way to explain to your customers that your new approach to this type of work, which will give scant regard to page rank, is the right way to go. We can forget all about page rank being a defining factor to whether a site is good, but can you encourage your client to feel the same way?
This year the challenge is going to be to talk your consumers a little bit more than perhaps you would have done in the past. You need to hammer down, through various meetings and exercises, exactly what they want in terms of benefits from the work that you are doing for them, and ensure that they can see how you are going to get these benefits for them. If your client is unsure as to why you are doing something, then they are going to have a hard time believing that your actions are going to result in success for their business. It will be worth your while, as an search engine optimisation professional, to take time out to help your clients by fully explaining the notion of page rank and why it is not so important any more. This might be a tough conversation to have, but it will be the best thing for both you and your client when you come to show them sites which don’t have good page rank which you think are relevant and useful in the ongoing work that you are carrying out on their behalf.
Once your client feels that they have a bit of a grip on the work you are doing, they will feel like they are being included in the process and this will engender an atmosphere of professional respect; 2011 is a year for transparency. This of course goes for both your client and the search engines. Remember three things in 2011. Firstly, as always, you have to work hard for your client, secondly, there is a need to liaise with your client so that they understand better what you do, and thirdly you need to take advantage of your clients new found knowledge by selling your modern ideas to them. SEO has moved away from a hidden dark art and is starting to inhabit a place where the more mainstream companies know, vaguely, what it is you do and more importantly, what effect this work has on their bottom line.
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