I talk about pricing and return on investment a lot on this blog, but it’s a very important concept. In this post we’re going to talk about SEO as a commodity, as I see a lot of companies selling it in this way and a lot of buyers looking to buy the cheapest price. This is a very dangerous concept. If you don’t yet know the ROI of SEO, check out that post as this won’t make a lot of sense without that knowledge first.
How much should you be charging for local SEO? Honestly the formula is very simple. The image on the right shows how we price based on a locational competition times by industry competition formula.
For example in the UK there are multiple cities under 300,000 in population. Generally speaking these cities can be very easy to rank in. Building a local business to 7 figures through smart digital marketing is not only possible it’s also likely and relatively easy. As a result this only gets a 1X multiple.
Cialdini’s Influence Principle:
Liking & Guilt by Association In Relation To SEO Clients.
Why I Turn Down 50% Of Clients Nowadays.
There’s an incredible marketing book called Influence by Robert Cialdini, by many it’s considered THE single best marketing book of all time. For me it’s definitely in the top 5.
Re-reading this week I spotted something that unconsciously I think I may have picked up in the past 6 months. The basic principle is guilt by association OR conditioned association.
I’ll give a quick explanation for anyone not familiar with this principle.
The basic principle is as follows and dates back even as far as when your parents would say: “Don’t play with the bad kids in the neighbourhood” – Why would they say this, even if you weren’t going to do anything wrong?
Guilt by association. Is the reasoning.
So WTF has this got to do with marketing and more specifically an SEO agency?
Well, about 6-9 months ago I stopped taking on what I term “bad” clients. To some this might seem like an arrogant statement and it’s tough to do at the start when the money is on the table, but most successful agencies in any industry will tell you the same thing – Bad clients are worse than no clients.
Recently I’ve launched an seo training course page geared around targeting businesses in Cardiff. Although the course is online, so not specific to a certain location, I get a lot of leads from Cardiff and the surrounding areas that simply can’t afford what we do. There are multiple comments of people looking for £200/month SEO and honestly if you are being quoted that, you need to be very careful who you do business with!
Being 1st in Google for your keywords is great.
You get a bunch of traffic, tons of leads and usually a lot of revenue as a result.
Another great advantage is organic traffic converts at an incredibly high rate if you’ve done your keyword research in the correct way and are ranking content or products that are actually relevant to the search query.
But there’s one topic that’s not talked about a lot in Google and that’s the psychological TRUST factor associated with ranking #1 in Google.