Occasionally, I receive what is called a “push back”. A push back is when a client has a concern or objection to the proposed SEO strategy. The client has received the strategy, read over it, and has made some assumptions about the strategy based on his/her knowledge of the internet, SEO, marketing, etc.
The push back process is a normal component of developing an SEO strategy. I’m surprised whenever I get the automatic green light from a client. Why? If I’m given the green light, the client most likely didn’t read what I sent and it will come back to haunt me down the road because they will finally get around to looking at the content I’ve created and start asking questions. If it’s decided the strategy should have been done a little differently, I’ve now wasted precious time and energy.
The most common form of “the push back” comes after performing keyword research. When dealing with industries such as real estate or automobile, there are some clear cut examples of what looks good on the map verses what is reality.
For example, when I’m dealing with the location of a dealership that is located outside of a major market area, I naturally want to target any major markets within an acceptable driving distance to the dealership. The client will often question why I’m targeting the markets around their location and not their location directly. The reason for this is directly due to the amount of search volume.
Also, sometimes client’s ego will get in the way of logic when they insist on being number one for their town, even when there isn’t any search volume to justify targeting the area. On that note, it’s not difficult to work into the strategy an area that hasn’t any search volume because if their competitors are smart, they aren’t targeting that area either.
The “push back” is a good thing. Really it is. As mentioned before, it let’s me know the client has read and at least acted like they understand what is being said. It also gives the client the opportunity to provide feedback, additional insight, and the feeling they have contributed. Sometimes this insight is critical because (again, using a client’s location) if I am targeting a market that has heavy search volume and is only 20 miles away, I’m thinking everything is hunky dory. What I might not be able to see are geographical limitations making those 20 miles as close as 200 miles. It’s not going to matter that there are only 20 miles separating the location of the client and the target market because, no matter what, not one person will make the drive to their location.
So, note to self, even when I cringe because I see a push back pop up in my Inbox, it is a good thing.
