How to create an SEO-promotion brief
What is a brief
With a well-formed brief, the speed and quality of advancement grow exponentially. It creates an understanding of what exactly the client needs and helps develop a clear plan of action.
To understand the client, you need to make a brief on the website promotion. This is a large and detailed document in which he prescribes what can and cannot be done on the site, how he sees the project. A good brief also explains in detail the motivation of the customer.
What are the briefs
To create a survey, Google Forms, Spreadsheets, Docs, or any other service, in which you can prescribe all the questions in advance, are perfect.
If you have the opportunity to personally communicate with the client and ask questions, then do it. Many people find it difficult to express in writing their thoughts and desires, but in a personal conversation, they are liberated. Set up a meeting with the customer, and if you can't meet, establish communication via Skype, Hangouts or another similar resource.
Important point: during the interview, write down all the answers of the client. After the end of the dialogue and proofreading, send a summary of the brief for approval. So you will avoid misunderstandings and other controversial issues.
How to create an SEO brief
Not all of your clients are well-versed in SEO-optimization and especially in professional slang. Simplify and explain complex issues and terms. Make the brief more detailed, but easy to understand.
Ask the customer what goal he wants to achieve, how in his vision the ideal result looks like, what positions in search results he claims, what conversion does he expect. It is quite normal if the client refers to one of the competitors as an example. The main goal of these questions is to set guidelines for advancement.
Agree on the processing time of the brief.
What you need to know in the SEO-brief
- All information about the site and its age.
- What kind of SEO promotion does the client want to get?
- In which regions the client wants to promote?
- What information can and cannot be used?
- Customer budget.
- What is he willing to do to get the result?
- Is the customer ready to completely change his site?
- Does he have a connection with a programmer who is able to quickly make changes to the site code? Ideally, this should be the site developer.
- What are the competitive advantages of the client company?
- What product or service needs to be promoted?
- How it differs from competitors?
- Which of the goods or services is most in demand among buyers?
- How promoted personal brand is?
- How does the customer see the perfect result of the work?
- Contact details.
This is not an exhaustive checklist. Add other questions that interest you based on your practice. Change and edit the brief for different categories of customers, personalize it.
The brief is a great way to move to the essence of the task, bypassing excess body movements and "crutches" in communication. You will be able to understand whether it is worth taking the project or it is uninteresting and hopeless.
Make a brief yourself, personalize it for each client or make templates for different niches. If you find it difficult to navigate the new subject, download an example of the competitor brief and make it unique.
Write in the comments the most interesting questions from your briefs! Tell us what was unusual in your practice. :)
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