As I walked back into the office today after several morning meetings (thankfully in the Seattle area), Gillian and I got to chatting about the issue of publicly mentioning the companies we work with. The following is a quote from Gillian on the subject:
"You're like a plastic surgeon, Rand. Thousands of beautiful women know you well, but none of them want to admit to it."
It's a perfect analogy, too. Despite having a portfolio of some fantastic firms that we're proud to work with, virtually every one has asked us to include in our contracts a privacy clause, indicating that we will never publicly say that we work with them. Of course, this is a self-perpetuating issue as every new client requests a list of past clients, which we can't disclose publicly but must seek individual permission to share. Once the new client realizes that everyone else is playing their cards close to the table, it's inevitable that they request the same clause in their contracts.
Currently, we're actively working with or have a history with more than 30 companies, yet only 3 can be mentioned publicly. Why do they want to be kept "under wraps"?
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Many companies fear search engines looking closely at their rankings/site/results/tactics (after the Newsweek mention of Avatar, one can hardly blame them)
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Competitive reasons - companies don't want their competitors knowing the tactics they're pursuing, and a link to SEOmoz or a mention would give them a big tip off as to the broad marketing moves they're making online.
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Legal issues - I'm unaware of any legal problems with SEO, but that doesn't preclude large firms from wanting to keep their dealings private.
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Stigma - The SEO industry still has something of a negative reputation that gives executives the feeling they're doing something "sneaky," even if the tactics are entirely white-hat.
Any ideas on how to incentivize companies to allow for more public mentions? In the advertising world, these relationships are shouted from the rooftops, yet we're relegated to being the "secret weapon."
This is one reason why I do not have a portfolio on my site. I want to be able to tell my clients I can guarantee their privacy and leave no chance for their competitors to follow in their footsteps.
If I were the company looking for SEO services I would not want to be listed as a customer and a discount would not change my mind. It's a private matter and I would go so far as to only let certain people int he company know what is going on and who is doing the work.
As a service provider I don't need to showcase a client. I can rely on my own networks to demonstrate results.
Let them follow your footsteps... I mean, if they're following you, they are FOLLOWING you!!! This means you never have to worry about what lies ahead, because all your competitors will be behind you looking at what you do... But by the time they realize it and start to understand how you work, you already moved to another level...
This is like the virus / anti-virus war: as long as search engines will change, it doesn't matter if you share ALL OF YOUR SECRETS with everyone since those tips won't be as accurate 3 months down the road. Oh well, I would say it matters: you will get more in return if you do than if you don't.
Hard to believe, but so great to live.
Let's say the SEO firm you just hired brought you up from #15 to #1 on google. You're happy, but the old #1 isn't happy at all now. If they look and see you in a company's portfolio, they are definately going to contact that company (or a similiar one) and say "we were better, what did you do to their site that you can do to ours?". It's as if you're telling your competitor's marketing team what to do next, when the big step is just getting that one idea out of the marketing team in the first place.
This is just my thought process, but if that's how other business owners are thinking, then SEO might always be a secret society...
I'd say businesses are never the same. They attack the same verticals, but they don't have the same niche... Every brand is unique, so there is room to work for multiple competing customers. They just have to understand that you are being transparent to all of them. Might be a little bit too philosophical, but that's how we sell it here: we share everything.
Great posts and a change of direction in my tactics because of it. Thanks all!
I see this issue almost daily as a contract manager. It is not about feeling that SEO is somehow tainted.
You have to understand that the No Publicity clause is a standard clause in contracts for businesses using proforma contracts and contracts with standard included clauses. Contract negotiators and company buyers don't have authority to waive No Publicity normally. It has to do with the bilateral privacy with which large companies generally treat their supplier base. Compaies do not want a stream of reference requests flowing in - it interferes with their own business.
If you want references for work, it is usually sufficient to request a specific reference for a specific potential client. This is best done when you make your proposal. Know the people that are using your service (or product), contact them and make your request.
I generally offer a discount for including them in my portfolio - nothing huge, maybe 5%. If that isn't acceptable and they want total privacy, I include a referal clause in the contract - after 80% of the contract (and they are happy with it) is done they will physically recommend me to 5 future contacts. I further sweeten it with a kickback for referals, in discounts on future invoices. Hmmm.... all seems to come down to offering the client money, doesn't it? :)
I'd rather pay full price for SEO than get it for free from a firm that wants to use me as an example of their work.
Some people like to sleep at night.
Are you suggesting that companies who reveal their SEO shouldn't sleep soundly at night? :)
I think "Competitive reasons" is the most relevant here... at least it is for the company I'm with. I don't think there is anything you could do to incentivize a company like mine... :P
The other day I was going through my competitor's sites, just keeping an eye on them for any progress, etc., and I found a link in their footer to the SEO firm's site. I knew that they were active with SEO lately because I saw some hidden text popup on their site and they did manage to gain a few spots on google... I click the link to see what kind of services they have, maybe they'd give me some insider info or something... Well they gave me EVERYTHING. I laughed so hard I had to show my boss. They have graphs and keyword tracking tools and everything for my competitor's domain that I assume they used to show how much "improvement" they've made to the site. The problem was that they made it available to the public! SEO firms like that one are probably why you have to sign contacts, etc. now.
Rand,
It comes down to education. Most people - even in related fields - don't understand SEO or the fact that there are more "good" guys than "bad".
There's been some attempts to create organizations but I haven't really been too impressed by these (yet). But pro organizations and publications are great inroads to show legitimacy.
The rest is... time. Or someone's really brilliant idea that blows the roof off. Whichever happens first.
Cygnus has said it all - just offer something valuable.
Also, you can tell them that showing others that the company uses services of such a respected company as SEOmoz will tell others that the company is serious about delivering high quality product/service to their customers.
That being said, you'll also need to remove any doubt whether they will be hurt by publicity. Say, you will only mention them in the client list and link to them with the keyphrase (of course). But you won't disclose any details about the arrangement.
Another moment companies worry about is you working for their competitors. If you have some great clients and you won't take their competitor (in the same industry) let them know it - I believe this will put them at ease..easily.
Hall of Fame at SEOmoz is another great idea, too ;)
From the company site: "Our site has recently been accepted in the Hall of Fame at SEOmoz, a respectful SEO company, meaning that we work hard to deliver our product to the people, who need it"
I say: believe in the future. First of all, you'll get your 4th "public" firm soon, so there's light at the end of the tunnel.
Personally, I think this is sad. I think it has to go beyond the "pre-formatted protocol". I mean, was Internet pre-formatted? NO!
My participation into the SEO-share-it-to-the-world is at an early stage, but it changed so much our way of conducting business + our vision of Internet + the kind of projects we get to work on that I couldn't think of going back to a classic web design firm.
SEO/SEM/WEB 2.0 is a bridge between technology and customers. And public, open-minded, open source technology / techniques / knowledge is the key to succeed. For us, it brought us so much. Never underestimate the kickback of sharing!
Well, the easiest way to 'incentivize' them is to incentivize them -- after drawing up the quotes and whatnot, you can do something at the very end such as saying "You know, a company like yourself would look great on a SEO hall of fame scroll; I understand your wish to remain private, but I'd love to be able to brag about working with you, and am willing to knock X% off of the investment cost in order to do so." It's straightforward and to the point; if the company is game, great, if not, they at least know that you consider them to be special.
Cygnus