With Halloween right around the corner with all of its goblins and scarecrows, it seems appropriate to ponder the frightening — accountability.
As a practicing SEO, my clients expect me to provide advise they can trust and to offer recommendations that are effective. It is my belief that the search marketer must work as a collaborator with the site owners to accomplish their marketing goals.
This does not mean always doling out easy-to-accomplish, short-term strategies that have all of the staying power of Halloween candy. The quick-fix treat will fast turn into a trick if it is not grounded in long-term strategic thinking. Accountability must be shared for results to continue past the turn of the calendar page. The SEO/client relationship does not work if both parties are not willing and able to commit the time and resources to accomplish the strategic and tactical recommendations.
Was It Bad Advice or Bad Consent?
Most SEOs, myself included, will admit that not every project undertaken, every client engagement, every campaign launched was a total, unqualified success.
Not every client becomes a raving fan — much though we would sure love it and work hard to make it happen. I am no longer taking new clients and have the pleasure of taking time to reflect on what has made some engagements a wonderful journey, an exploration into the heights and depths of search marketing success, and others a tough slog in a trackless wasteland.
What separates one from the other? It has not been how difficult the tasks were to accomplish, for all SEO is just technology and marketing. I have worked with as many struggling and stumbling teams as brilliant marketers and terrific technologists. This does not seem to be the deciding line.
What I have come to realize is that projects that didn’t work were not necessarily the product of bad advice, but rather a mismatch of advice and consent. All too often, I have encountered ambitious eager marketers who underestimated the technical challenges that their site presented. They were gung-ho to conquer their marketplace, and didn’t realize the limitations of their technology or team. Sometimes they have encountered a technology roadmap so long that the marketing team’s requirements are an outpost on the map that won’t be reached in this century.
This is a hard realization for those whose results hinge on site changes that no one else considers significant. Sometimes, the mismatch was due to no one realizing just how much real work must go into SEO in a content-driven search environment. Little magic elves don’t create quality content in just a few moments.
The most successful and rewarding client engagements have required a shared set of goals (SEO, marketing and technology) coupled with a real understanding of the task at hand and mutual accountability on all sides for accomplishing the milestones needed to meet the goals. This requires a level of honesty and openness that is refreshing as it is infrequently encountered.
When it all works together, the results can be truly gratifying. It has been my pleasure to enjoy more than my share of these sweet successes.