How can you manage SEO clients with unrealistic expectations?

1 Educate your clients

One of the main reasons why clients have unrealistic expectations is because they lack knowledge and awareness of how SEO works. They may have misconceptions, myths, or outdated information that influence their expectations. Therefore, you need to educate your clients about the basics of SEO, such as the factors that affect rankings, the best practices and guidelines, the tools and methods you use, and the challenges and opportunities in their industry and niche. You can use simple language, visual aids, case studies, and examples to explain your SEO process and strategy, and how it aligns with their goals and needs.

2 Define the scope and deliverables

Another way to manage unrealistic expectations is to define the scope and deliverables of your SEO project clearly and explicitly. You need to specify what you will and will not do, how much time and resources you will need, what outcomes and metrics you will measure, and what risks and assumptions you will consider. You also need to document these details in a written contract or agreement that both you and your client can sign and refer to. This will help you avoid scope creep, misunderstandings, and disputes, and ensure that you and your client are on the same page.

3 Set realistic and achievable goals

One of the most common sources of unrealistic expectations is setting goals that are too vague, ambitious, or irrelevant. For example, your client may want to rank for highly competitive keywords, increase their traffic by 500%, or generate more sales than their competitors, without considering the feasibility, relevance, and value of these goals. To avoid this, you need to set realistic and achievable goals that are specific, measurable, attainable, relevant, and time-bound (SMART). You also need to align these goals with your client's business objectives, target audience, and market situation, and explain how your SEO efforts will contribute to them.

4 Communicate frequently and transparently

Another key factor in managing unrealistic expectations is communicating frequently and transparently with your client. You need to keep your client informed and updated about the progress, results, and challenges of your SEO project, and provide them with regular reports, feedback, and recommendations. You also need to listen to their concerns, questions, and feedback, and address them promptly and respectfully. By communicating frequently and transparently, you can build trust, rapport, and credibility with your client, and demonstrate your value and expertise.

5 Manage and adjust expectations

Finally, you need to manage and adjust expectations as your SEO project evolves and changes. You need to be honest and realistic about what you can and cannot achieve, and what factors may affect your performance and results. You also need to be flexible and adaptable to changing circumstances, such as algorithm updates, market trends, or client feedback. You need to communicate these changes and their implications to your client, and propose solutions and alternatives that can help you achieve your goals. By managing and adjusting expectations, you can avoid disappointment, frustration, and conflict, and maintain a positive and productive relationship with your client.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?