As a web designer, SEO and all-round Google Geek, I live in a world of jargon. To me, it’s just my native language, but to clients and non-geeks it’s a completely foreign language. It’s the same in many other industries too, such as insurance, medicine and marketing. So why is this a problem?
I think the problem starts when a client needs to find a reliable contractor to supply SEO or web design services – they realise that it is something they know little about and it’s probably best to call in the experts. They may receive a cold call from an agency, or they may seek out companies themselves. As soon as the salesman starts talking, they’re no doubt going to be using terms such as ‘keywords’, ‘rankings’, ‘backlinks’ and ‘blogging’ - all SEO jargon.
This is fine if the client is familiar with SEO and the internet in general, but if the client isn’t (and why should they be?), it’s just going to lead to confusion. The client is in danger of just accepting what is being said, not questioning whether the information being given is right, and put their faith and money into the SEO company.
Sadly I’ve seen this done too many times and the client is often left out of pocket with little understanding of what they have paid for. It’s not that they’ve been ripped off, it’s just that they haven’t had the necessary communication from their SEO provider to reassure them and give them guidance.
At Skittish we believe knowledge = power. All our SEO clients are offered training on a one-to-one or small group workshop basis should they wish to understand more about the SEO process. They’ll even receive a ‘jargon buster’ to refer to in the future.
We also offer a ‘clinic’ as a follow up to any SEO report we conduct and before we start any work. This gives the client the opportunity to ask questions and clarify anything which they don’t fully understand in their report. Depending on our clients’ location, we can do this in-person, using Skype or good ol’ fashioned telephones!
So if you’re looking for someone to provide SEO services or just want someone to take a look at your website and give you some feedback, we recommend you ask for ‘jargon-free’ service!