Citations, SEO and a skeptical client
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What do you say to a client who recently purchased an online business and says 'I don't really care if the phone number or address on a directory is old or incorrect'?I've tried to explain the value from an SEO point of view, but he's not really buying it.Anyone encountered this skepticism before and if so, how did you handle it?
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Intriguing title to this question!
You hooked me.Important question: if your client has an online-only business, why does he have citations? Structured citations are normally restricted to local businesses that make in-person contact with consumers. Does your client interact face-to-face with his customers? If so, failure to correct citations is about the worst mistake he could be making in terms of reputation, rankings and revenue.
But, if your client's business model is virtual, he shouldn't really be creating local business listings and ought to get rid of them - especially any Google My Business listings as they would actually be a violation of Google's guidelines. However, if he has accrued non-structured mentions of his business (for example, social mentions, newspaper articles, blog posts, etc.) and they contain misinformation, the risk of neglecting this is that he is losing customers. If I'm correct in understanding that your client's business is virtual, I'd advise him to:
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Get rid of all local business listings on the major local business data platforms
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Make the effort to correct unstructured citations, unless he can afford to lose customers.
I'd give it the 'old college try' to make the client understand his profits are at being put at stake due to misinformation being published about his company and outline a sensible plan for addressing the issue (based on whether his business is truly local or virtual). Then, if the client wouldn't hear this, I'd let him go. In fact, I wouldn't serve a client who felt that bad data about his company could be neglected. I'd be foiled at every turn in trying to market his business and see progress. His attitude would be setting us both up for failure. Hope this helps, and good luck!
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David nails it here. Most business owners understand they need SEO, but don't know how it actually works. They are often told, you need thousands of back links, and then the company promises them these links. You need to emphasize quality and remind them it takes time.
As far as convincing the client they need to update their information, I would emphasize how the search engines draw connections between different sites and if the information is wrong it may look at the business as inactive. I'm sure you've mentioned that you don't want customers calling the wrong number, but they probably responded with "no one gets the phone number from this site". However, if they are searching for the branded name of the business a business directories information may pop up and show the wrong info. Don't miss out on easy conversions. I would try and provide some information or articles showing why they need to follow your advice.
Hope this helps.
Chris
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All clients are skeptical when it comes to SEO. Because they get bombarded daily with emails from India promising first place on Google. Basically you have to A show them a client you did SEO for and have them Google it for themselves or you have to do one keyword for them for free to convince them of the value.
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