Convincing Old-School Clients that Things Have Changed

The author’s posts are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

There’s a reason we use the terms  “white hat” and “black hat” for SEO: it used to be the Wild West. Black hat tactics were so effective, they were almost necessary to market online. Paying a few thousand dollars to an SEO could get you to rank #1 for almost any term (before you let them go and your competitor paid them the same to outrank you). You only got a few thousand dollars in return for that ranking, though, since there weren’t many people shopping online yet.

Fast forward to today: Ranking well on Google is insanely profitable—much more so than it ever was in the early days—and Google’s algorithm has advanced dramatically. But former SEOs and people outside our industry still hold on to that idea that a few thousand dollars of “technical SEO” can make them magically rank #1.

So, how do you convince your old school clients things have changed?

Convincing Old-School Clients that Things Have Changed

CopyRanger

Rick Duris is CopyRanger.

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