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What Are Clients Expecting From SEO?

In an SEO report, SEO experts were asked what clients think about the term SEO and what they expect from it. When you anticipate client’s expectations it enables you to have a better connection as well as understanding your clients better. This way you can win more business and serve your existing clients better.

And you can look out for new areas for direction and opportunities for potentially expanding your business. 

What Are The Results Expected From SEO By Clients?

A few freelancers and agencies were asked what they think the most common thing clients expect from SEO is. It turned out that on the list of client expectations ‘Increased traffic’ made it to the very top with the highest percentage of 21.6% More answers include:

  • New customers
  • Brand awareness
  • All of the metrics delivered

What’s interesting is that B2B clients want also want all metrics delivered, and is more unlike B2C clients, who have more focused metrics for measuring success. Taking these answers into consideration, the thing we really want is more qualified traffic.

Around 19% of clients positively want new customers, because this indicates that the strategy that’s being used is effective and shows visible results. A high fraction of clients is focusing on conversion instead of just driving traffic.

What Are The Metrics That SEO Agencies Use To Measure The Success Of Their Client?

As mentioned above, clients are focusing on driving traffic, getting new clients, and also conversion. With the increase in traffic, it’s shown as a measurement of successful SEO. 

If we were to look at agencies and freelancers, we can see a clear difference in how they measure results compared to their client’s assumptions.

We found that the top metrics used by agencies are:

  • Keyword rankings
  • Sessions/page views
  • Branded vs non-branded traffic
  • Bounce rate
  • Goal events and conversion

The most popular metric of all is by far keyword ranking, and also the most used by agencies. Agencies find this more effective than using traffic to measure success. Keyword research is also where most SEO experts spend the biggest part of their time.

What Services Are Expected From SEO?

When we track services that are expected from SEO by clients, we can see where there’s a high demand for certain services and where there are gaps that need to be filled. 

The following services are required by clients and are put in order starting with the most demanded:

  • Content Strategy
  • Keyword Strategy
  • Web Design
  • User Experience
  • Local SEO
  • Technical SEO
  • Production of content
  • Social media marketing
  • Paid searches
  • Mobile SEO
  • Email marketing

Content strategy is at the very top of the list as the most demanded service that clients require from SEO services. Content marketing and strategy are also among the most demanded services. 

Something that’s always been a natural thing was web design, it’s also an add-on service to SEO and many digital agencies offer both services. This is the third most in-demand service required.

There are under a quarter of clients requesting local SEO as a service.

What Do Clients Think About SEO?

This is probably the heart of this article. What do clients think about SEO? Most experts say their clients perceive SEO as a valuable asset in marketing. A few say that their clients don’t see it as necessary.

SEO is being seen as the most important part of a marketing strategy by many. Other clients know that they need and want it, but don’t really know why it benefits them. 

During the pandemic, there was a lot of importance given to the term ‘digital marketing’ and because of this, it couldn’t be a better time to be in SEO. Many businesses had to quickly turn to digital in order to survive.

This increased the need to be visible for many, and so local SEO keeps growing as a service in demand.