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How To Sell SEO | Beginners Guide To Selling SEO

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in this video i'm going to talk about

how to sell

seo for absolute beginners it's going to

be my complete beginner's guide

to selling seo services to your

customers

or if you're already selling seo and you

want to learn how to improve your sales

process

for your current products then you

should continue watching as well

if you are an absolute beginner and

maybe you're wanting to start an agency

that's what we're going to talk about is

how to sell seo services that i learned

the hard way

seo is very competitive and the goal of

this video is to really help you

stand out in an extremely competitive

market

i know that customers have a habit of

trying to beat you down on pricing so i

want to try and avoid that

by talking about how we can find

customers that

not only value what you do but also

value

search engine optimization to an extent

and i also want to make sure that you

stand out enough in the crowd

so that you don't have to deal with like

competitors undercutting you

seo i think is a weird blend of

people think they know what it is and

customers think they know what they're

buying

we'll probably go over a little bit

about this triangle behind me but

if you want to stand out from the crowd

even if you're starting from scratch or

if you've been doing this a while you

want to stand out from the crowd and

start attracting new leads

and customers to your seo business

that's what we're going to be talking

about

especially focusing on rising above the

sheer number of new competitors entering

the marketplace and typically

the more people who enter a marketplace

the the lower the prices go and i want

to make sure that we stand out enough

so that we can keep our prices nice and

high and profitable so let's cover off a

few

seo sales myths the first thing is that

your customers don't

need traffic it's a really common

misconception that the only benefit that

seo

brings is traffic to a website and

while the main result does tend to be

larger volumes of traffic i can assure

you

that if you just focused on traffic and

gave your customers

just tons more traffic to a particular

page or to their blog or whatever

and it doesn't increase the number of

leads they generate the number of

conversions they get number of sales

they get or whatever

they're not going to be happy with just

higher amounts of traffic

so we need to dig a little deeper into

your customers

ecosystems and frameworks and understand

well

why do they think traffic is a problem a

lot of businesses think that traffic is

this fix-all solution

and that's not the case which leads me

on to my second point

you need to stop selling seo

seo is so broad as we're going to talk

about in a bit

it's so varied there's so much included

in the practice of seo

that it's not enough for you to just say

we sell seo or we are seo specialists

that's not a specialist saying you're an

seo specialist

you need to niche down and discover what

it is

that you are selling to the market and

to your customers that no one else can

offer or at least

do in a way that is very difficult for

people to displace

we'll talk about like how we can come up

with those examples

but if you call yourself a search engine

optimization specialist

you're not really much of a specialist

of anything that's still incredibly

broad

you also need to stop working with

customers who say i just want to buy

seo because those types of customers

treat

search engine optimization like a

commodity and they're like yeah i just

want

three hours of seo i just want i just

want a week's worth of seo i want six

months of seo and it doesn't work like

that

it's not a six month process it's not a

sprint process there's a lot of

different things that you could do

um in order to package up or

systemize the different kind of seo

outcomes that you're going to be

providing to your customers

and finally number three you need to

move away from selling to local

businesses

i don't know why seo seems to have this

obsession with only working with local

businesses

there are so many different markets and

industries and business types

that benefit from search engine

optimization local

seo is a really really

uh small tiny almost insignificant part

of the overall seo pie

that you could have we're going to talk

a little bit about the types of niches

that you can go after

but working just with local businesses

frankly i think it's dangerous because

all it takes is for someone else to come

in disrupt that market and take away all

your customers

a quick side note when i first started a

digital marketing agency

there was one company servicing pretty

much the

the local area and they were furious

that i started up an agency i didn't

start

up to piss them off i didn't even know

they existed that's the weird thing

i looked for around for competitors and

couldn't find anyone and thought well

i'm gonna do this as well

it got to the point where they were like

sending threats and they would turn up

to like networking events and like try

to like have a go at me and disrupt me

all because i was just doing a good job

this is the funny thing i didn't even

undercharge them in fact i was way more

expensive than them

in some cases i was 10 times more

expensive than them

and i wasn't even trying to take their

customers i just really understood the

market that i was going after i really

understood the problems

and i knew that i cared enough about the

solution to deliver it with me and my

team

so going after a local market and say we

just do seo for local markets in my

opinion is

massively restrictive and it's very

dangerous and it can be easily taken

away if you're

watching this now thinking well i've

sold you know seo to

local businesses for years and it seems

fine great that's

if it's working out then fine but this

video is to help with beginners

who want to understand how to start

selling

seo to a wider market and local business

is not your niche it's uh it's an

industry and it's not a very well

defined industry as well

cool so let's move over to the uh to the

whiteboard

this here is this kind of core triangle

like the beginning of your sales process

and the more i've used this the more

important i found it especially when

you're like i want to sell

seo or i want to make money selling

search engine optimization

this is where you really need to think

about starting so we've got the core

niche

the core question and the core function

these are three areas that you need to

focus in on if you want to be successful

and to make money especially during the

sales process i'm going to make the

assumption that you're not starting out

with like

a 400 person team or a 200 person team

or even a 10 person team

i'm going to presume you're either

starting out by yourself or in a very

small micro team

and even if you are starting with like

30 members of staff

you still need to have these three

specific areas

my book five figure funnels will help

you kind of with the follow-on process

but

this is the absolute beginners model

for selling seo services these are the

three things you need to focus

on so first of all we need a niche this

is essentially the

market that you're going to attract now

your market

is like that your niche kind of sits

down here

it's like a subsection of the market

another way of showing this that i've

used is

if we have this big long top bar here we

have the market up here

let's say that you want to work

specifically with

authors and we'll talk a bit more about

this you want to work with authors the

next thing that you'll need to

look at is the specific characteristics

and problems they've got

or actually just the characteristics

and then we look at problems and goals

and then we have you so these are

problems

and then this is you that's your niche

can you see this is all

authors and then we're only going to

work with authors of a certain

characteristic

and then we're going to only work with

people who've got a certain problem or

want a certain result

and then this is you your method down

the bottom here what this is going to do

is provide you

a statement something along the lines of

we motivate authors to

rank their best-selling books within 24

hours

or we motivate new authors to rank their

blog articles

to help sell more books something along

those lines we're going to figure out

that

you need a niche to start with if you

want to sell anything you need a niche

if you want me or someone like me to

tell you where to find more clients

you categorically need to have a niche

the next thing you need to be able to

answer is

what is their core question what's the

number one thing

that they are asking day in day out no

one wakes up thinking

oh my god i need a search engine

specialist what they're doing is waking

up thinking

i really hope that my next book launch

isn't a failure

i really hope that i'm able to outsell

the number of books that i generate

i'd love to move away from amazon and

start selling books

from my own website how do i do that how

do i cash in on merchandising

how do i and this is like this is all

stuff that seo can answer

how do i get my other media out there

there's a lot of authors who have also

got

a podcast or a youtube channel or a blog

and they don't know how to

get that other content out there how do

they do that

so they have a core question that

they're repeatedly asking

all the time it might change and evolve

over time that's

fine by that point you'll have developed

enough of a relationship with that

customer to be able to help them out

further

or you will simply just work with new

customers who have got this core

question

you can't be everything to everyone you

can do anything

but you can't do everything and you've

got to really make sure that you're

focused on what that core question is

because there might even be people

within this niche who

have got this question and there might

be some who have a different question

at the moment our number one question at

sell your service is

how do we acquire as much audience as

possible how do we acquire as big an

audience as possible that's the number

one question we're asking

some people might not know that they

have a call question but they do have a

call question

it's the thing they're constantly asking

your core question presumably

if you're um watching this is something

like how do i sell more services how do

i find more

clients how do i find more leads

something along those lines so we need

to be able to answer this customer's

call question or at least

know what it is and the last part here

this is a bit trickier

this is the core function so this is

what you do

this is what you're going to do day in

day out repeatedly

ultimately this core function is how

you're going to serve

the niche and answer the question you

might say

well it's seo services i want you to get

more specific than that

if for example we decide that our

broadest possible market is construction

companies

all right and i'd say a good one

actually

uh architects right

architects i think suit seo really well

because they don't have a lot of repeat

business

uh and you could really change an

architect's business if you

like help them rank and search there's a

ton of different ways and we're going to

talk about that in a bit

let's say you want to work with

architects the characteristics are

that they have to be regularly producing

video content

okay they have to be producing video

content with their

uh on their blog or for their proposals

or whatever it is like you need them to

produce

video content for your particular

process if you don't have a process in

mind

i want you to think about well what

would that customer need to have already

in order to make my job easier

do they need to have a website maybe

they don't maybe think well actually the

easiest way for me to do this is that

they don't have a website

maybe they already have at least 100

pages of content or 50 pages of content

maybe you're thinking they need to have

at least a budget of 10 grand or 25

grand or a thousand pounds a month or

something like that

you need to think about the

characteristics that that particular

market has

in order for you to work with them then

i want you to think about what are their

biggest problems

or what is the result that they want and

ultimately

architects want to win more bids

basically that's what they want to do

the biggest problem is they don't have

any recurring revenue

so they want to find more customers

consistently

and then your particular like solution

and problem is actually kind of a

mixture of these other areas so don't

worry too much about that so

a niche is a problem solved or a

result gotten for a particular group of

people with certain characteristics that

no one else wants to serve

sounds like a mouthful it's very simple

it's a problem solved

or a result gotten for a group of people

with certain characteristics that no one

else wants to serve and that's where you

come in

so you need to have that to start with

and i'll talk a little bit about this

later but i want you to understand the

highest level

overview of how to sell seo this is

going to be very different

from a lot of other seo videos that say

have your website do your pricing call

it a nice name

all of that don't worry about any

of that right you need to have a niche

you need to go after a specific niche

another area might be you want to work

specifically with people who sell

digital products maybe they don't sell

their own digital products

like affiliate marketing is a big one

and they need to have at least

one successful website already and what

you do is you help replicate a

successful website

via search engine algorithms to

duplicate the results that they would

see with a second product so

if they're currently selling x widget

and they generate this number of traffic

this number of leads this number of

sales this number of repeat sales

what you're going to do is repeat that

with a second product you say look we'll

take that off your hands we'll actually

take

the process off your hands if you're

currently doing this with trainers

and you want to do a fishing gear we'll

help you repeat that process

by looking at what works and replicating

it so you don't have to do that

it might be that you think well i want

to work with people who are already

generating a lot of content

but they're just not ranking or finding

the right number of leads

and so you think well the market

therefore is

uh and i hate the term service-based

businesses and we're going to get more

specific about that

maybe your background is financial

services and you think i want to work

with people who help generate wealth

so wealth-based consultants wealth-based

training and education consultants

the characteristics is they've already

got a lot of content

their biggest problem is they can't

generate leads on autopilot

and the result they want is more leads

so what you do is you help wealth-based

consultants who have already got

content but it's not ranking generate

more leads that's the niche that's what

you do

and their core question is going to be

how do i get more leads through my

business how do i get more leads

and your core function whatever that

might be

in this particular case for this

particular example is probably going to

to optimize that content as in to go

into current content

and make it the best that it could be so

it's actually

current content

is your core func function

and then you know that you're going to

do that

and you think in terms of generating new

content it's not our core function it's

not our speciality we're not going to

worry about that for the time being all

we're going to worry about

is looking at current content and we're

going to create a process

for like making this content as good as

it can be

so we work with keyword research and we

go back over stuff we look at what's

ranking et cetera et cetera

that's kind of how this framework works

and you might need to kind of

go away and do this a few times but i

want you to think about your core niche

the core question and the core function

the next part of the process is figuring

out well your process frankly

over here you've got your customer where

they're starting and over here

you've got your customer after working

with you they're happy

life's a rainbow there's butterflies you

know

everything is better but over here it's

misery it's doom and gloom

there we go your job is to help them get

from here to here now if we pick the

example we had earlier

which was wealth-based consultants

who already have content

they're not able to generate any leads

maybe their biggest problem right now is

they have to go to like networking

events and they're spending a lot of

money on like

adverts and stuff and it's just not

converting their core

question is how do i generate more leads

for the business without me having to

increase my workload specifically

you need to then think about well how am

i going to get them from a to b

so you're literally going to pick out

between five

and seven steps that they need to go on

in order to reach this these are not

necessarily things that you're going to

these are actually things that the

customer needs to do

your job is then well if you want this

and you don't have the time to do this

we can do this for you

this is this is a big flip to the

standard sales process which is

selling the future over here

rather than the features of the process

to get up to it

so the first mistake they make is

something like

uh oh we have to do an in-depth um seo

frog

like run through and then we're going to

look at your h1 and h2

tags then we're going to do a keyword

um like golden ratio review and you're

like whoa that's like

i don't understand that as the customer

i don't understand that

so what you need to do is you need to

write it out in a process

or a step-by-step kind of methodology

that

they could do and now you might be

thinking well they could just go away

and do that themselves

yet they could a certain portion of your

market will do

your job is not to say well actually

i'm not going to tell you how to do this

unless you buy from me

your job is to say here's the journey by

the way it's a up work and if you

want someone else to do it we can do it

for you

they already understand the process

they've already been sold on the process

your job is to sell them faster and

easier

so we sell the future not the features

and in that case it might be like well

the first thing you need to do

is to just see what's working you know

uh like what is ranking

where are your current leads coming from

how does that work

the next thing we're going to do is

we're going to do a little bit of

keyword research

so we're going to find out like what are

your customers searching for what could

you rank really really well for

we're then going to say um well what

have we got already

so we're going to do a little bit of

like a stock take

and the reason we have five to seven is

because it's just an easier number for

us to get through so if you come up with

six or five that's absolutely fine

try to keep it at five or seven anything

over that start stripping stuff out

these you can see these are very broad

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