There is nothing extra thrilling than bringing on a brand new SEO consumer. However, to get your new relationship off to the precise begin, it’s essential to ask the precise questions and get important info.

The following 27 questions are my favourite to ask any new consumer to ensure I’ve a easy onboarding course of and am set as much as enhance ROI and meet their enterprise aims.

Each query has been damaged down into the next classes:

  • Implementation.
  • Access.
  • Strategy.
  • Goals and Objectives.
  • Challenges.
  • Team.
  • History.


One of the largest points going through the SEO business is the implementation of SEO suggestions, particularly when a consumer expects to see outcomes and has solely applied a fraction of your suggestions.

Questions to ask:

1. Do you may have the sources to implement adjustments into the CMS and make any technical adjustments to the positioning?

Also ask what the CMS is able to (i.e., altering web page titles, including canonicals, and many others.)


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If your consumer doesn’t have the sources in-house or by way of a 3rd celebration to make these adjustments, your company or in-house crew can do it for them if in case you have relevant skills and expertise. Most companies don’t wish to contact something code-related because of legal responsibility causes.

2. What are the roles and duties for this engagement?

Always state and doc who’s doing what and the way tickets are being tracked, like by way of a project management system resembling Jira.

3. Where do you like we retailer paperwork?

Managing a consumer relationship by way of electronic mail will be powerful and trigger issues to fall by way of the cracks.

Having a central location to retailer paperwork can preserve the whole lot organized and assist everybody discover info shortly and simply.


Getting entry to your consumer’s knowledge is vital to organising your SEO technique, together with establishing reporting, conducting a website assessment, and analyzing efficiency over time.

The inquiries to ask listed below are:

4. Can we get entry to your Google Analytics, Search Console, and Google Ads accounts to share learnings and efficiencies between paid and natural search?

5. Can we get entry to the content calendar?

You’ll wish to assessment upcoming duties, log recordsdata, and any challenge administration system the consumer makes use of to trace tasks.


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6. Do you may have an SEO platform?

Find out – in the event that they do, get entry to that as properly.

7. Can we get entry to every other paperwork?

If the consumer has any previous quarterly enterprise opinions (QBRs), technique paperwork, open and closed technical tickets, and a log of any technical adjustments to the positioning over the previous few years, it might be a good suggestion to ask for entry to that, too.

Goals & Objectives

This is fairly simple. Simply ask the consumer:

8. What are your targets and aims?

Always ask for specifics like:

  • Traffic numbers.
  • Conversions.
  • Revenue.
  • Rankings.
  • How the consumer will decide the success of this engagement.

This is likely one of the most important questions you should ask to be sure you and your crew perceive what the client hopes to accomplish.

Knowing what the consumer desires will assist your company or model put collectively a technique for success.

If the aim is to drive extra site visitors and leads by 25%, for instance, then it’s essential to do your due diligence to get your consumer to achieve that aim, or else you would possibly end up on the chopping block.


Setting up an SEO technique helps the consumer perceive what the plan of assault is to satisfy their key efficiency indicators.

That’s why probably the most essential questions I all the time ask is round key phrases:

9. What key phrases are essential for your model to rank on and drive enterprise worth?

Sometimes what the consumer thinks are essential key phrases end up to not be that essential – or they don’t have any search quantity.

Once you conduct your key phrase analysis or have a look at historic knowledge, yow will discover out what has labored and what doesn’t work.

Some different nice inquiries to ask:

10. What processes do you may have in place along with your former company that you just wish to proceed and what would you like to change?

This offers the consumer an opportunity to open up about what works for them and what they have been pleased with, in addition to what they didn’t like, which might help you keep away from the identical errors your predecessor made.


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11. Who are your high opponents?

It’s essential to get clarification in your consumer’s high opponents. This permits you to assessment their websites, visibility, hyperlinks, social presence, web page velocity, and many others., to see why opponents could also be beating your consumer.

It additionally offers perception into every other techniques which may have been profitable for them that your consumer might additionally profit from.

Here are some further inquiries to ask about technique:

  1. What are an important services and products and what’s your worth proposition?
  2. Are there any code freezes that happen at one level within the 12 months?
  3. What sections of the positioning are an important?
  4. What are your high enterprise initiatives within the subsequent 90 days?
  5. What is your course of for including new content and the way lengthy does it sometimes take?
  6. Brand versus non-brand protection – which is extra essential?
  7. Do you may have every other domains? This is an oldie however goodie. Sometimes it’s possible you’ll discover shoppers have duplicate domains with the identical content or different domains, which make nice linking companions.
  8. Who is your goal market and very best viewers? Having the consumer clarify their goal market and very best viewers might help you along with your SEO technique, too. For instance, let’s say you may have a small financial institution that solely operates in Texas. Getting this info is essential as a result of it could possibly assist you concentrate on the precise methods, resembling native search, and many others.
  9. What are your key efficiency indicators? Is it to drive incremental site visitors month over month and 12 months over 12 months? What are the principle conversion factors (e.g., brochure downloads, free trials, e-newsletter sign-ups, kind submits, or one thing else)?


Always ask:

21. What are your largest challenges?

Asking about what challenges the consumer faces will give them an opportunity to open up about identified points.

For instance, let’s say the consumer has a difficulty getting 5 pages of content accepted in below two months.

If content is what will transfer the needle, then you definitely and the consumer must see what the bottlenecks are and provide you with options to streamline the method to get accepted faster.


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Always ask the consumer:

22. What are the roles and duties for your crew?

Getting to know everybody’s roles and duties is essential to understanding who the principle crew members are and what their roles and duties are.

This can also be essential so it’s clear who to escalate points to if there are any issues.

Putting collectively a roles and duties matrix is significant.

Also ask the consumer:

23. How do you wish to talk?

Is it through Slack, Teams, cellphone calls, or in-person conferences? And how typically do you wish to have conferences?


Knowing the historical past of what was finished to the positioning is extraordinarily essential. Some of an important inquiries to ask:

  1. Has your website ever been penalized by an algorithm update? If the reply is sure, discover out which one(s) and when.
  2. Are you planning on doing a redesign, migration, or re-platforming within the subsequent 12 months? Getting solutions to this query will assist with planning and preserving some hours to work with the crew.
  3. Have you ever bought any paid hyperlinks or been a part of any hyperlink schemes?
  4. How do you get keyword-level knowledge on the conversion and site visitors degree? This is essential to discovering out how they’re taking a look at conversions from natural search and seeing what key phrases convert. If you may have your personal answer round this, nice. But it’s also possible to depend on estimations from third-party instruments.

Wrapping Up

Asking the precise questions is essential to getting a agency understanding of your shoppers’ targets, in addition to what has been finished previously, how they wish to talk, and signing off in your SEO technique.


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In flip, it can assist your crew or model put collectively a rewarding expertise and construct a relationship that may final for years.

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