I'm often asked what kind of clients we typically work with and, more rarely, the client we'd love to work with. Here's the criteria I see as best suited to a "dream job" in the SEO business:
- The project is in an industry that isn't overrun with competition - maybe they make a product or provide a service no one else can offer or they're a direct producer of a good that's far and away superior to everyone else's.
- The people running the business are invested in the success of their Internet venture - they're willing to commit time, energy, financial resources and personnel to the task.
- Long term ROI is seen as more important than quick, short-term solutions.
- The company/product appeals to a tech-savvy demographic. It should come as little surprise that even the best silver polishing chemical producer in the world won't attract much link love.
- The marketing and IT teams are ready to adopt search marketing and website quality as part of their daily mindset - even a few non-believers can bring down the success of a project.
- Offline advertising and promotion is prepared to support the online initiatives. I see companies running billboards, magazine ads and TV spots all the time that don't include their URL. With consumers so drawn to the Internet as the first point of research, it pains me to see any ad without a message that gets users to their websites.
- Executives are web-savvy or eager to learn. Decisions made by hardcore geeks (or at least fans of the web) are far more likely to engender online success than those made by unappreciative or inexperienced higher-ups.
- Direct ROI is trackable through the web statistics. It's infinitely more difficult to measure success when the website doesn't have direct actions that can be tracked, whether they be e-commerce transactions, newsletter signups or a membership join.
- Advertising is not the revenue model. As much as I respect the success of sites like MySpace, NewsVine and About.com, I'd much rather work with a firm that doesn't rely on distracted, un-savvy users and poor retention rates for income.
So, who are some clients I'd love to have?
- Skype - They're doing so much right, but I think there's a lot of room for building their brand and dominating their market.
- Del.icio.us - A site with phenomenal possibilities and the kind of community that makes Google jealous.
- Netflix - Another property who has yet to realize its potential. Everytime I search for a movie and don't see their pages, I shake my head.
- Epicurious/FoodTV - Both of these sites are vying for the industry lead, but neither one has found the sweet spot in my opinion (though Epicurious currently has a clear lead)
- National Geographic - I've loved the magazine ever since I was a kid, and I still read their news site almost daily, but I still feel a great deal of missed opportunity when I think about it without the starry-eyed wonder that usually envelops me while I read.
Who are your dream clients? What are the criteria you consider most important?
I agree with EGOL. I would like to do full SEO on my own site with full resources. Unfortunately, we get so wrapped up with clients work that we tend to neglect our own websites. Not great business practice to start off with but can be challenging to have the balance.
:) The only possible dream client for me is my own site. I want to do what I want - doesn't matter what other people think or expect or demand - or even it meets its revenue potential. The bottom line is what I want to write or build.
Hmm, other than the technical side of things - a company that hasn't any ethical drawbacks, and rewards results. Companies underestimate the difference SEO/SEM can do...
My dream client was a knobs and pulls (for doors, drawers, cabinetry, etc) retailer. They were a dream client because who does SEO for knobs and pulls, really? It was a wide open field and they had over 75,000 different products. Their monthly earnings went from $90K/mo to over $250K per month - over 200% increase! Of course once we got some large clients to buy once, they returned for more and larger purchases -- but they still had to find us the first time.
I dont know about dream client per se, but my dream would be that somebody take on those dang government sites...they're such painful user experiences, no to mention the SEO...