How to Get Customer Buy-in for Keyword Recommendations

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One of the first big deliverables of an SEO campaign is keyword research. At Seer, we leverage a wide variety of data to identify target keywords. We leverage audience insights, paid search data, and third-party search data to identify three primary attributes: What demand does each keyword represent? In other words, if we can rank for that keyword, how many sessions can we drive?What is the intent of these keywords? What problem is the user trying to solve with this search, and how should that inform the content of the page?What is the value of these keywords? Based on analytics and paid search data, how likely is the user to find us and take an action on the site that results in business impact or a step towards business impact?It is a rigorous and collaborative process. It's great fun to start with, and then you'll find yourself buried in what seems like an insurmountable amount of data. But then you organize it, analyze it, and submit it for review. You look at it ten different ways and prepare to defend it and sell it. When you've prepared and checked your final recommendations, it's a great feeling.This feeling sometimes disappears when your customer disagrees with the keywords you have selected. Every SEO has been through a difficult conversation with a client or their internal team: you recommend something that seems so obvious, only to be met with blank stares and nods.Here are some tips that I've gathered over the years that can help

SEOs improve their ability to gain approval from their clients.Example 1: Customer is data-driven but doesn't buy our keyword recommendationsThis is one of the best problems to have. If your client and their culture are data-driven but they don't give you a stamp of approval on your recommendations, you're probably not bringing the right data to the table. To consider: Have you told them what you are going to tell them? Often we are in a rush to “get it right” and gloss over measurements and abbreviations. Take a moment to think about your client's digital maturity and what training they may need to set the stage. Take a few minutes to define your assumptions, metrics, and goal.Have you clearly communicated the value? Maybe you're not connecting the dots clearly. Do they understand the data you are mining and how we can leverage those assumptions to define the  Egypt Phone Numbers List potential value of those keywords?Have you shared your methodology? If the relationship is new, consider that you have not yet made many or no deposits in the fiduciary bank. If you're showing up to people who didn't choose you or your agency for this job, why do they have to believe everything you tell them? To remedy this, start with your methodology. Go through the different sets of data that served as inputs, where you got them, how you organized the data, how you analyzed them, and how you arrived at your final selections. What keywords have you considered but not included? What was included in your first draft but removed during internal review?