How to Evaluate the People Doing the Work in The Search Economy

In 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲, Search Engine Optimization (SEO) has become a critical component of any successful online strategy. However, as 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 continues to evolve, businesses are realizing that merely focusing on keywords and traffic numbers is no longer enough. To truly thrive in today's competitive online environment, companies must prioritize finding the right audience – individuals who are not only interested in their products or services but are also more likely to convert into loyal customers.

In this episode of 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 we share insights on how businesses can transcend the traditional keyword-centric approach and identify their ideal target audience. Through engaging analogies and real-world examples, they shed light on the importance of understanding the client's business goals, evaluating potential SEO vendors, and fostering a collaborative relationship that prioritizes client feedback and continuous improvement.

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Focusing on the "Why" Behind SEO Efforts

One of the most significant red flags that David highlights is when an SEO agency solely focuses on tactics like keywords, content, and links without truly understanding the client's overarching business objectives.

As he puts it, "Too many SEO agencies are asking their prospects to just grab a seat on the plane. I'm not gonna tell you any place where you're going. You just gotta trust me and, like, I'll give you some keywords on the way and, like, maybe that'll suffice for what you're looking for."

To avoid this pitfall, David emphasizes the importance of starting every engagement by diving deep into the client's business, their goals, and their vision. "The first conversation that we have with you, we focus on the business. We focus on the actual, thing that we're gonna be working on growing," he explains. This approach ensures that the SEO efforts are not just a series of disconnected tactics but rather a cohesive strategy designed to support and amplify the client's broader objectives.

By aligning SEO tactics with the client's overarching business objectives, Pneuma can develop a tailored approach that resonates with the target audience and drives meaningful results. As David aptly states, "If my target audience is x, how are you gonna find that target audience on Google for me? Is it gonna be through what strategies, what tactics, and what experience do you have?"

This mindset shift from simply increasing traffic to attracting the right kind of traffic – prospects who are more likely to convert – is a game-changer in the world of SEO. It's a testament to Pneuma's commitment to delivering value beyond mere vanity metrics, ensuring that their clients' SEO efforts contribute directly to their bottom line.

Evaluating SEO Vendors: Red Flags to Watch Out For

When it comes to evaluating potential SEO vendors, David offers valuable insights that can help businesses avoid common pitfalls and ensure they partner with the right team.

Lack of Attention to Your Business Context

One of the biggest red flags to watch out for is an SEO agency that fails to understand the unique context of your business. As David explains, "If something seems invaluable or messy or not worth it or annoying or difficult, maybe it is all of those things to the customer. We might not agree. We might be really smart and say, well, that's it it's not how it's supposed to be. But to a customer, they're giving us the exact feedback, and I'd say, as we continue to hone in the service delivery model and hone in how we serve customers, it's not gonna be me and Lance and the team, trying to devise new strategies behind closed doors and hope people like it."

Promising Results Without Understanding Your Target Audience

Another red flag is when an SEO vendor promises results without truly understanding your target audience. David emphasizes the importance of asking, "If my target audience is x, how are you gonna find that target audience on Google for me?" A reputable SEO agency should be able to articulate a clear strategy for attracting the right kind of traffic – prospects who are more likely to convert into loyal customers.

Failing to Articulate a Holistic SEO Strategy

Finally, David cautions against vendors who fail to present a holistic SEO strategy. "The biggest thing that I always wanna call out is we don't always focus on SEO," he says. "And I know that's weird because we're an SEO agency. But the first conversation that we have with you, we focus on the business." A comprehensive SEO strategy should be intricately woven into the fabric of the client's business goals, not just a collection of isolated tactics.

The Evolution of SEO Service Delivery

As Pneuma has grown and evolved, so too has its approach to service delivery. David uses a compelling analogy to illustrate this transformation.

From a "Restaurant" to a "Doctor's Office" Approach

Initially, Pneuma operated like a restaurant, where clients would come in, pick a few items off the menu, and the team would deliver those services. While the work was good, David recognized the need to evolve into something more akin to a doctor's office. "A doctor's office, it's a very different experience in a restaurant," he explains. "I walk in with knee pain. Say, hey, doc. I got knee pain. It happens when I do a, b, and c. I like, it's been going on for 6 months. I've tried this. I've tried that. I don't know what to do. What what's your thought?"

This shift towards a "doctor's office" approach has allowed Pneuma to build a closer, more thoughtful relationship with its clients. Rather than simply delivering a predefined set of services, the team now takes the time to diagnose the client's unique pain points and develop a tailored treatment plan. This level of personalization and attention to detail is what sets Pneuma apart from traditional SEO agencies.

Moreover, the "doctor's office" approach empowers Pneuma to be proactive in addressing client pain points. As David notes, "I don't want to solve the problem today and next week and next month. I wanna figure out what the problem or pothole that we're gonna hit in 30, 69, and a 180 days is. And let's solve it now and be prepped for that pothole so that we can even hit it softer or maybe move out of the way of it and not hit it at all."

By anticipating and addressing potential challenges before they arise, Pneuma ensures that its clients' SEO strategies remain agile and adaptable, capable of navigating the ever-changing landscape of the 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲.

Assembling the Right Team for Effective SEO

Building a team that can effectively deliver on the "doctor's office" approach is no small feat. David shares his insights on how Pneuma has been assembling the right team for the task.

Hiring for the Future, Not Just Today's Needs

"We're we're starting to have the right people in place that can take care of the day to day, can think into the 30, 60, 90 day window, and it gives our leadership team a possibility to think even farther out and solve the future problems that are gonna be coming down the pipeline," says David. This forward-thinking approach to hiring ensures that Pneuma is not just addressing the needs of today but is also well-equipped to tackle the challenges of tomorrow.

Fostering Collaboration and Alignment Across Teams

Recognizing the importance of cross-functional collaboration, Pneuma has implemented measures to bring teams together, both in-person and remotely. As David explains, "Having opportunity to bring everybody else together in different forms and environments, I'm really excited about as well. Think that'll continue to to bring the team together, but also make that, quote, unquote, bus feel more real and make it really clear about where we're headed in the future as well."

Prioritizing Client Feedback and Perspective

Perhaps most importantly, Pneuma places a strong emphasis on prioritizing client feedback and perspective. David firmly believes that "smart people are not always inherently correct" and that true wisdom lies in understanding the client's point of view. "If something seems invaluable or messy or not worth it or annoying or difficult, maybe it is all of those things to the customer," he says. By actively seeking and incorporating client feedback, Pneuma ensures that its strategies and services are tailored to meet the unique needs and expectations of each client.

Setting Clear Expectations from the Start

In the world of SEO, setting clear expectations from the very beginning is crucial for fostering a successful and transparent relationship with clients.

Carrying Over Insights from the Sales Conversation

At Pneuma, the onboarding process is not a fresh start but rather a seamless continuation of the insights and strategies discussed during the sales conversation. As David explains, "You're not gonna restart an onboarding with the CS team that has no information from sales. It's gonna be a carryover. It's gonna be a hand off, and we're gonna continue the work that sales talked about."

Focusing on Actionable Results, Not Internal Processes

Rather than overwhelming clients with the internal intricacies of the SEO process, Pneuma aims to present a polished and actionable end result. "I don't want clients to see, this sounds crazy, any of the hard internal work that we do," says David. "I want them to see the results and the value. I don't want them to necessarily see us, you know, not stressing, but doing work for them constantly."

Maintaining Transparency and Continuous Improvement

While presenting a polished final product is important, Pneuma also recognizes the value of transparency and continuous improvement. By actively seeking and incorporating client feedback, the team can identify areas for growth and refine their processes accordingly. As David puts it, "Understanding their feedback and the things that they see from their point of view will help us be a better agency and certainly serve them better as well."

In the ever-evolving landscape of SEO, businesses that prioritize finding the right audience and aligning their strategies with overarching business objectives are poised for long-term success. Pneuma's approach, which combines a deep understanding of the client's business goals, a rigorous evaluation of potential vendors, and a commitment to continuous improvement, sets a new standard for effective SEO service delivery.

By fostering a collaborative relationship with clients, assembling a forward-thinking team, and setting clear expectations from the start, Pneuma demonstrates that SEO is not merely about keywords and traffic numbers but rather a holistic endeavor that can drive meaningful results and position businesses for sustained growth in 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲.

As you embark on your own SEO journey, remember to keep an open mind, ask the right questions, and partner with an agency that truly understands the intricacies of your business. Because in the end, it's not just about ranking higher – it's about finding the right audience and delivering value that resonates with their needs and aspirations.

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