Creating analytic reports for clients is a lot like telling a story. Sure, it might not be a thriller like one of those Grisham novels, but there’s definitely a plot.

Ideally, the story–or fairytale–your trying to craft with each report is one of gradually improving traffic/revenue overtime.

But depending on how you structure the data, you might not be telling a clear story to your client.

Super Simple Site Segmentation

Fortunately, (as suggested in the headline) there are some easy ways to segment traffic for your clients that make understanding the analytics easier for clients (and yourself).

So lets get started by covering a couple uncomplicated ways to segment search-engine traffic from direct traffic and other referrals.

How To Segment Overall Traffic from Search-Engine Traffic

First, you’ll want to show the client what percentage of their total traffic actually comes from the search engines. This will help the client visualize how big that slice of the traffic pie is thanks to your SEO efforts.

It’s pretty easy to do too. Here’s the formula:

                                                                                   Search Traffic

Here’s a simple example to walk you through this formula:

In August, JimsCrabShack.com had 500 total visitors according to analytics.

Next you’ll want to see how much of that traffic actually entered through search engines. If you’re using Google Analytics this step is super easy. Just click Traffic Sources then click the Search Engines button to get the data you’re looking for. To keep things simple, lets say 100 visitors came in through SE’s in August.

That’s it. You’ve got all the info you need. Next, bust out the Windows Calculator for a little math.

Take your total search-engine traffic (100) and divide that by your overall traffic number (500): 100 / 500 = 0.2.

Now multiply your result by 100: .2 X 100 = 20% of Total Website Traffic Comes From Search Engines.

This formula makes it super easy for clients to understand why search-engine marketing is essential to their visibility online. This client would lose 20% of his/her total traffic without it.

Segmenting Search Traffic

You can use a similar formula to take site segmentation one step further. This little equation shows clients how much non-branded traffic VS branded traffic they get.

More branded traffic month-over-month can be used as a metric to help gauge the effectiveness of an offline or traditional marketing campaign. Non-branded traffic of course shows the results of your SEO campaign.

Again, here’s a ridiculously simple formula to segment branded VS non-branded search traffic:

                                                                                    Search Traffic

SEO Workflow Process Revealed!

If you don’t want a business that operates around chaos (you don’t), you’ll need to organize a very specific work flow for all of your clients’ SEO campaigns. This is how the big boys do it and it’s what you should be doing too.

You can tweak the organizational work flow of this business, but establishing some variation of this business work flow will serve you well.

This post is 100% meat, but it’s kind of dry. If you can find an edgy article about organizing business’ work flow, send me the link.

Here’s the link to a larger/more readable SEO cheat sheet. Feel free to share this link on your social network of choice: http://bit.ly/9cHiJI

New Client Account

After signing a new client for SEO or other internet marketing services the first person involved with looking at the new clients website will be the SEO strategist. The SEO strategist will do a complete analysis of the website and address any site wide issues with the website, set up the number of pages that will be optimized each month and estimate of the amount of link building that should be done.

SEO Strategist

The SEO strategist will create custom reporting for each new client. This will include:

1.) Keyword Research: Strategist will pick 10 – 100 keywords to track depending on client needs. The client may assist with initial keyword selection. An updated ranking report of each of these keywords will be provided to the client each month.

2.) Create Initial Report: This report will outline all site wide issues that need to be addressed in the SEO campaign. Things like robots.txt files, internal linking, 301 redirects, xml sitemaps and other big picture issues should be covered here. Later, you can pass this document onto your own programmer to address the listed bullet points.

3.) Create SEO Campaign Strategy: After the side wide issues have been fixed from the initial report, you’ll want to develop the on-going SEO strategy. Here the strategist will outline 1.) how many pages should be optimized per month and 2.) rough estimate of how many links the client will receive every month.

The SEO strategist will then pass the initial report and SEO strategy documents onto the SEO manager for implementation.

SEO Manager: It’s the managers job to assign work from the strategist to the rest of the SEO team. The manager will also be in charge of explaining and gaining support for the strategy from clients.

Content Writer: The content writer should be able to create content around keywords selected by the strategist. This content could be articles, blog posts, web page content or press releases. The content writer should also be able to write meta descriptions, title tags, and submit content to various article directories and press release sites.

SEO Analyst: The SEO analyst is the grunt of the team. The analyst does all the required SEO work. She creates title tags and meta descriptions, runs ranking reports, and does manual link building. The analyst also helps create monthly client reports and supports the SEO manager.

Programmer: The SEO programmer or technical person has a tough job description. He will be involved with optimized code with various websites with multiple operating systems. Often, this person will advise the client’s IT staff on implementation of SEO recommendations. Typically, the programmer is not involved with the day-to-day work of SEO campaigns.

If you really want to own an SEO/SEM business, a smart (and safe) way to begin your journey into SEO ownership is to work in someone else’s agency first.

Think about it. Not only will you learn a lot about the business of search, but you’ll be able to leverage your agency experience with future clients and earn a decent paycheck while you learn the game.

No experience. No problem.

Don’t think you’ve got the resume to get hired by an agency? Think again. In some cases, you might have a better chance getting hired without any formal experience.

Why?

When an SEO/SEM agency is looking to fill an entry level position, they aren’t looking for someone with 5+ years experience. They’re searching for someone that’s not set in their ways they can easily train to do SEO work within their system.

Yes, some experience working with websites is helpful. And you’ll get bonus points for having some SEO 101 knowledge as well. Simple stuff like: Title tags are important for search engines. Links help improve search engine placement.

Leave Your Tude at the Door

One of the biggest mistakes you can make during an SEO interview is to come in with an attitude about what a guru SEO you are—especially around other SEOs that probably know all the same stuff you do.

Your knowledge will not be that impressive—trust me. Be confident not cocky and that’s all I’m going to say about that topic.

Sample SEO Interview Questions

I’ve been involved with a number of SEO interviews (both as the interviewer and the interviewee) so I’m pretty familiar with the recurring questions that will be posed to someone seeking an SEO position.

If you’re looking for more SEO interview advice, there are a lot of good articles on the subject. Some of my personal favorites include: 55 SEO Interview Questions and How to Get an SEO Job.

Out of all the SEO interviews I’ve participated in, the questions below are some of the most frequently asked. Prepare smart, well-thought out answers to these questions and you’ll be on the fast track to landing your very first SEO gig.

What is Page Rank? Do you feel PR is it important?

Where do you see yourself in 5 years? What are your goals?

Have you ever had an SEO interview? Leave any SEO interview questions I missed in the comments.

Monthly SEO Campaign Strategy Example

This campaign example does not include any site-wide recommendations that are typically included in the initial report. This is an example of an on-going SEO campaign that can be used to help organize each client’s SEO work every month.

A simple client deliverable sheet such as this can be sent to content writers and SEO analysts to let them know how much optimization needs to be completed per client. Completed work should be copied and pasted into the monthly report template by SEO team members.

You can download a free monthly report template by signing up for the StartSEOCompany.com Fast Start Kit.

Here’s a simple example of a monthly SEO campaign:

On-Page Optimization Strategy

15 Pages of Existing On-page Optimization Per Month

(Produced by SEO analyst: This includes title, meta, h1, content, and link text optimization. This work should be inserted into the “on-page optimization” section of the monthly report.)

1 Blog Post Per Month

1 Keyword Focused Web Page Per Month

(This should be created by Content Writer. Insert this into the “New-page generation” section of the monthly report template.)

Link Building Strategy (These links should be included in the “Link Building” section of the monthly report.)

5 – 10 Directory Links Per Month (SEO Analyst)

5 – 10 Social Bookmark Links Per Month (SEO Analyst)

2 – 5 Blog Comment Links Per Month (SEO Analyst)

1 Press Release per Month (Content Writer)

1 Article Submission per Month (Content Writer)

Before jumping on a call with a potential client, it’s a good idea to make a list of some talking points to help you stay focused during the conversation. This can also help shake some of the pre-call jitters since you’ll know exactly what you’re going to talk about.

The keyword here is: conversation. If the client has concerns or questions about a certain aspect of your services, feel free to veer from the phone script.

The SEO phone script should be used as a general guide only. Stick to a scripted dialogue too closely and you’ll come off sounding robotic–out of touch and unaware of the unique issues that affect your possible client.

Don’t Expect to Close on the First Call

If this is the first interaction with a prospect, don’t expect them to sign long term contract. You’re just feeling each other out at this point.

I hate using the exhausted dating analogy–It should be retired–but that’s the best example I can think of right now: This conversation is just one of many before deciding if this client/agency relationship works for both of you. If the first call goes well, maybe you’ll get another date.

Using this mindset can take the pressure off these phone calls as well since you won’t be trying to seal the deal right away.

And with that precursor, let’s get into the real meat of this post and move to the SEO phone script/talking points.

The Introduction

It’s a good idea to get the typical formalities out of the way. Often there will be more than one person on the call so make sure everyone has a chance to introduce themselves and state their titles. Make a note of the names/titles because this will give you some clues as to who the actual decision maker might be.

Here’s a sample script to show you how this simple intro works:

Hi! This is James Vanderbeak from SEO Company X. How are you doing today? Is everyone on the call from potential client Y? (Yes.) Great. Then we’ll get started.

Set Expectations for the Call

Next you’re going to let your prospects know what to expect on the call. This will organize the structure of the call and keep everyone on the same page.

- Establish call length (15 – 30 minutes max)
- Propose short list of items for discussion on call
- Tell Your BackStory: Short Company Background and Maybe a Super Brief Personal Description
- Get to Know The Client’s Business
- Ask More Questions.
- Offer Website Analysis or Report – Book Next Meeting

Here’s how you can set up the expectations for the call:

Just so everyone’s on the same page, here’s what you can expect on the phone call today: 1.) The primary goal of this call is to give you a brief introduction about our company and what we do. 2.) We want to get a clear understanding of what the goals and expectations are for your business online. 3.) I know you’re busy. This conversation will be 20 – 30 minutes depending on how many questions you have.

That’s really all their is to it. No need to hype up anything. Just be respectful of your clients time and set the expectations of the call. Keep it simple and don’t over think this thing.

Tell Your Back Story

One great way to break the ice, develop a rapport, and build authority for yourself as an SEO is to tell the story of how you got involved wacky world of search engine optimization in the first place.

Telling your story will give you the opportunity to talk about your experience with search-engine marketing. This is where you name drop big time.

If you’ve ever done SEO or internet marketing work for a Fortune 500 company or an established search-marketing agency mention that here. If none of these apply to you, noting any impressive titles you’ve held in the past or notable business achievements will serve the purpose.

Telling a short story about your background can also give the prospect a snapshot of who you are and where you’ve been. Feel free to add some personal anecdote so people see the person beyond the corporate facade, but be brief about it. Mentioning that you have a wife and 2.5 kids that you adore is good, but describing the details of Timmy’s catch in the summer camp t-ball league is going overboard at this point.

Here’s a simple script you can plug into just about any SEO business back story:

First, I want to share a little about what we do, our past, and vision for the future.

But enough about (Your Company Name) and our background. I want to know more about your business so we can help you achieve your online business goals.

Get to Know the Client’s Business

Here’s where you’re going to get to know how your prospect makes money and what the ultimate goal is for their campaign.

Some clients will be determined to achieve position one rankings for a predetermined set of keywords, while other more sophisticated clients will be looking for more tangible results like an increase in traffic, revenue, or perhaps email opt ins depending on the business.

Here are a few questions to pose to clients that will help you understand their business:

Tell me about your business. What is your customer base like? What makes you different?

Where does your website traffic come from today? (i.e. paid search, organic, social media, direct traffic)

Ask More Questions – And Listen!

If time permits, engage the client with additional questions about their business and listen. This will help you identify areas to focus on. It will also let the client know you’re actually listening to them. Sounds simple, but this doesn’t always happen on sales calls.

Feel free to have a regular conversation here. Let the client talk and address their concerns.

If you’re struggling for conversation topics, here are few more dialogue igniters:

Have you ever hired an agency for SEO services in the past?

Are you interested in targeting local clients through search engines or are you more interested in national or global visibility?

How do you attract more customers right now? How do customers find out about you?

Offer Website Analysis or Report / Book Next Meeting

At the conclusion of this meeting you’ll have a better understanding of the client’s business. Armed with this intel, offer to create a free custom SEO strategy report for their website that proposes numerous action items for the clients website.

Offer to deliver the custom report via email within 3 – 4 work days and book a meeting to explain the report for the following week. Send out meeting invites immediately after the call to avoid any double booking of that time.

Here’s the sample script outlining how you can make this part might sound:

Thanks for taking time out of your busy day to meet with us. I feel like I’ve got a much better understanding about your business goals and I hope you’ve got to know our organization’s goals better as well.

When is a good time to review the document next week? Will Tuesday afternoon work?

Wrapping up the call.

So there you have it: A no pressure outline/phone script for your first call with a potential client.

To help you get more comfortable and confident before the real call, run through a few scenarios in your head before the real thing. If you’ve got a friend that’s willing to help, have them pretend to be the client as you take a practice run through the script.

Although this is a phone script, the most important part will be listening to the concerns and needs of the client. Just showing that you’re willing to listen and care will go a long way toward securing business in the future.

I hope this lengthy post helps to put you at ease and feel confident before making your next SEO sales call. Got questions? Leave your comment in the quotes.