The Frustrations of SEO: Managing Expectations with Clients
Just a week after launching a new service, I found myself at the center of a familiar storm. The boss’s anxiety echoed through the office: “Why aren’t we showing up on Google yet?!” As someone deeply involved in SEO and SEM for various companies, I frequently navigate the challenges of expectations versus reality.
About a week and a half ago, the company I primarily work with rolled out a new section on their website for an innovative service. Despite the leadership’s belief that this offering was highly competitive, it turned out that it lacked unique selling propositions (USPs) and wasn’t as saturated as they imagined.
As part of the SEO strategy for this launch, I was tasked with enhancing their online visibility and marketability. However, much of my advice went unheeded. Key suggestions regarding website structure, content, and copy were dismissed simply because “the project lead didn’t like them.” The site, as it stands, feels reminiscent of a relic from the early 2000s.
My only area of control was over the SEM efforts, where I had the freedom to manage keywords and campaigns as I deemed fit. The marketing team excelled in visual content, yet the budget allocated for advertising was dismally low compared to our competitors.
In recent days, I’ve received numerous emails defending our lack of visibility. Questions like “Why can’t the boss find us on Google?” and “Why are the ads not working?” have become all too common. It feels like I’m hitting a brick wall, responding to the same concerns repeatedly.
Fortunately, I’ve kept a detailed record of my suggested strategies, all time-stamped. This documentation is critical, especially since they opted not to let the URLs go live before the launch—a decision that means we need time to gain traction. While the pages have been indexed, they are still working their way up the rankings.
The reason for the ads’ perceived underperformance lies partly in my decision to block the company’s IP addresses from seeing them. I wanted to prevent any team members from inadvertently clicking on our paid ads, which skewed the performance metrics. Additionally, with a limited budget and a low Quality Score due to unincorporated keywords, achieving optimal results has been a challenge. Despite these setbacks, I was pleased to see 100 impressions, 30 clicks, and even a lead generated under these circumstances.
However, the reality remains: having everything documented doesn’t guarantee that my insights will be acknowledged. It’s disheartening when clients or bosses don’t take the time to truly listen or read through findings.
As I head into the weekend, I hope to retain this client. They compensate well, but managing this level of stress is something I could gladly do without.
Have any of you faced similar hurdles with clients or superiors who view seo and SEM as a magical solution? What challenges are you encountering in your efforts? I’d love to hear your thoughts!
2 responses to “Why are we not appearing in Google yet?”
It sounds like you’re in a difficult position, balancing the expectations of your boss with the realities of Digital Marketing. First and foremost, it’s important to remember that SEO and SEM are gradual processes that require time, commitment, and a multifaceted approach. Rapid results are, at best, an illusion, and managing expectations can often be as challenging as the technical aspects of these marketing strategies.
Understanding the Timeline for SEO
Indexing and Ranking: After launching a new part of a website, it can take time for Google to index and rank new pages. Even if your URLs are technically indexed, it can take several weeks (or longer) for them to begin ranking for relevant keywords. Encourage your team to be patient, and highlight the importance of consistent content updates and optimization during this period.
Search Engine Optimization (SEO) Basics: Since the new service isn’t competitive, it may have short-term potential. However, make sure that the on-page SEO elements (metadata, headers, alt tags, etc.) are in place to capture any traffic. It may be useful to conduct a quick audit to show them where improvements can still be made.
Quality Scores and Ad Performance: Your point about the ad budget being low is vital. If the budget is lean relative to industry competitors, emphasize that effective SEM often requires a trial-and-error approach, particularly with keyword targeting. Make sure they understand that a higher Quality Score—achieved through improved ad relevance and landing page quality—can significantly affect the success of the ads.
Practical Strategies for Managing Client Expectations
Educate and Inform: Create a straightforward guide or infographic summarizing how SEO and SEM work, emphasizing the importance of seo as a long-term strategy that nurtures customer relationships and brand visibility. Use this as a visual aid when discussing results with your boss, to help clarify why the organic search results may not yet be favorable.
Present Data Clearly: Regularly share data from Google Search Console and Google Ads. Visualize the impressions, clicks, and conversion rates to illustrate progress, even if it’s incremental. Showing growth can help manage expectations on both ends.
Champion Your Ideas: You mentioned making valid suggestions that weren’t adopted. Try framing your recommendations using evidence—give them specific examples of how similar strategies worked in comparable situations, and propose easy-to-implement changes that could improve their outcomes.
Facilitate Open Communication: If the boss continues to express frustration, arrange a brief meeting to discuss progress openly. Use this opportunity to reiterate the complexities of Digital Marketing and, more importantly, invite them to share their thoughts or insights—this might provide a path to fostering better collaboration.
Building Resilience
Ultimately, it’s common for seo and SEM practitioners to run into misunderstandings and unrealistic expectations. If your current client doesn’t appreciate the nuances of your work, it may be worth considering how you can best position yourself for future engagements. Clients who understand and value the time needed for effective strategies will lead to fewer headaches in the long run.
If things do not improve, don’t hesitate to evaluate whether this client is worth the stress they bring, despite the financial compensation. Maintaining your mental well-being is just as important as achieving marketing success.
Engaging in open discussions about seo and SEM can cultivate a productive environment, but if the refusal to adapt persists, it may be time to set firmer boundaries regarding the scope of what you can realistically achieve together. Good luck with your client, and remember, there are always opportunities for growth, both in terms of skills and relationships!
Thank you for sharing your experience—it’s a familiar scenario for many in the SEO and SEM space. Managing client expectations can indeed be one of the most challenging aspects of our work. One point I’d like to emphasize is the importance of educating stakeholders about the time and effort involved in building SEO traction. Many businesses expect instant results, overlooking the fact that it can take weeks or even months for search engines to index and rank new content effectively.
It might also be beneficial to establish a clear timeline for expected outcomes when launching a new service or website section. Consider creating a roadmap that outlines key milestones, such as initial indexing, organic traffic growth, and eventual ranking improvements. Visual representations can help bridge the gap between client expectations and SEO realities.
Additionally, while it’s encouraging to hear about the 100 impressions and the lead generated under challenging circumstances, it might be worthwhile to further analyze the incoming traffic, such as demographics and behaviors, to better tailor the advertising strategy. This way, you can make a case for increased budget allocation by showing the value generated from even limited resources.
Ultimately, consistent communication and education can foster a collaborative environment where your insights are more readily embraced. It’s tough, but keep advocating for best practices! Have you considered proposing monthly strategy sessions to keep everyone aligned and informed? This might help reinforce your positioning as a key player in the decision-making process moving forward. Good luck!