Business
In this episode, Gab and Gelo uncover the secrets to mastering client discovery calls and crafting compelling SEO proposals.
Join us as we dig deep into the art of building client relationships, identifying potential pitfalls, and crafting standout proposals.
Packed with practical tips, personal stories, and a touch of humor, this episode is your guide to turning client meetings into successful partnerships.
Transcript Summary
00:00 - 00:48
- Gab welcomes listeners to the podcast episode, introducing himself and Gelo as the hosts.
- Gelo acknowledges their role as the co-host.
- They mention the topic of the episode, which was requested by a student from a local SEO master class.
- A shoutout is given to Nico Pereira, the student who requested the topic.
- The topic discussed is about Client Discovery Calls and presenting SEO Proposals.
00:48 - 02:48
- Gab begins by explaining the significance of client discovery calls for individuals at different levels of expertise in SEO.
- They share personal insights into the importance of client-facing interactions, especially for freelancers.
- Emphasis is placed on building rapport with clients, understanding their problems and business, and strategizing accordingly.
- Gelo expands on the concept of a discovery call, highlighting its purpose in determining compatibility between the client and the service provider.
- Discussion ensues on identifying red flags during the discovery call and the importance of effective communication skills, particularly in English, for freelance SEO professionals.
02:48 - 04:20
- Gab and Gelo share personal experiences and strategies for handling discovery calls.
- Gelo emphasizes the importance of confidence and preparation during interviews or discovery calls.
- Importance of trial and error in improving communication skills, especially for individuals who may struggle with introversion or language barriers.
- Gab relates personal experiences of continuous improvement in English communication skills, despite initial challenges.
04:20 - 06:37
- Gab discusses preparing SEO proposals based on information gathered during the discovery call.
- Gelo shares experiences from platforms like Upwork and the significance of understanding the client's business before the call.
- Importance of leveraging background knowledge about the client's business to stand out among other applicants on freelance platforms.
- Discussion on tailoring proposals to reflect understanding of the client's business and needs.
06:37 - 08:59
- Gab and Gelo conclude the discussion on discovery calls and SEO proposals.
- Gelo encourages listeners not to be intimidated by imperfect English communication skills, emphasizing continuous improvement.
- Further advice is given on preparing for interviews and improving confidence in communication, especially for freelance SEO professionals.
09:58 - 10:29
- Gab discusses the status of his website and how he prepares before engaging in a negotiation or pitch.
- Gelo shares his experience in client acquisition, particularly through LinkedIn, where CEOs or co-founders often reach out to him.
10:30 - 11:14
- Gelo explains his process after the discovery call, which involves asking specific questions to gather information for the proposal.
- He mentions using Canva for presentation slides but has started using another tool called "Notch" for proposal preparation.
11:14 - 11:47
- Gelo elaborates on using tools for proposal preparation and show notes, mentioning "Notch"
11:47 - 12:14
- Gab emphasizes aligning proposal content with the audience's goals and personality, ensuring clarity from the beginning.
- They discuss the importance of reflecting the personality of the service provider in the proposal.
12:17 - 12:36
- Gelo talks about including metrics and performance data in proposals, particularly focusing on traffic growth forecasts.
- Gab shares insights into using metrics to provide clients with an idea of potential outcomes.
12:36 - 13:07
- Gab provides a detailed guide on crafting comprehensive proposals, including utilizing discovery surveys to gather essential information.
- He emphasizes the importance of aligning proposal content with client goals and metrics.
13:32 - 14:11
- Gab discusses customizing proposals based on client goals, ensuring alignment with unique selling propositions and service offerings.
- He highlights the significance of clear goal alignment and strategy outlines in proposals.
14:11 - 14:49
- Gab explains the process of traffic forecasting and providing clients with realistic expectations.
- They discuss justifying traffic projections and the importance of aligning them with business objectives.
16:01 - 16:57
- Gelo shares insights into his proposal structure, including executive summaries and technical insights.
- They discuss including technical details like website speed and keyword analysis in proposals.
19:22 - 19:36
- Gab emphasizes the importance of quick audits and providing actionable recommendations in proposals.
- They discuss how these recommendations demonstrate care and understanding of the client's business.
19:38 - 19:58
- Gelo discusses recommended approaches in proposals, focusing on actionable strategies like technical audits.
- Gab emphasizes simplifying technical jargon in proposals while ensuring the proposed actions are clear to the client.
20:05 - 22:54
- Gab mentions "Core Web Vitals," which seems to be a topic of discussion.
- Gelo talks about conducting research on keywords and explaining their significance, emphasizing the need for a recommended approach and critical success factors.
- They discuss the importance of access to marketing assets from the client and the cooperation of stakeholders, including subject matter experts, in content creation.
- Gab reflects on the implementation process and client interaction, stressing the importance of continuous improvement and client involvement.
- Gelo mentions the importance of understanding the client's team structure and involving key stakeholders in the process.
- They discuss the inclusion of case studies and testimonials in proposals to showcase expertise and build credibility.
- Gelo emphasizes the importance of personalizing proposals based on client needs and providing clear deliverables and pricing.
22:54 - 24:26
- Gab asks about the format of proposals and the inclusion of slides or pages, to which Gelo explains the use of a template with personalization.
- They discuss the importance of limiting the number of slides/pages in a proposal to avoid overwhelming the client.
- Gab suggests live proposals on websites for clarity but acknowledges potential data security concerns.
- They move on to discussing the use of data from previous projects to enhance proposals, focusing on case studies and tailored strategies.
24:27 - 29:25
- Gab asks about specific metrics included in SEO proposals, leading to a discussion on organic traffic, referring domains, organic keywords, and their significance.
- Gelo explains the importance of benchmarking organic traffic and tracking changes over time, as well as the value of organic keywords and their cost estimation.
- They discuss the use of screenshots and backup data from discovery calls to illustrate improvements and support proposals effectively.
29:49 - 30:12
- Gab reflects on clients' skepticism towards SEO effectiveness.
- Discusses SEO's long-term nature and the challenge of proving its effectiveness.
- Mentions the difficulty of demonstrating success without historical data.
30:12 - 30:27
- Gab talks about the importance of case studies in backing up proposals. Emphasizes the need for historical data to support SEO strategies.
30:27 - 31:42
- Gab discusses the significance of health scores in site audits and keeping records organized. Advises adding additional metrics to proposals and implementing changes based on top-performing pages. Suggests including successful case studies in future proposals.
31:43 - 34:42
- Gab asks Gelo to share strategies for customizing proposals.
- Gelo discusses tailoring proposals to specific industries and addressing client needs.
- Talks about adjusting pricing based on industry complexity and justifying costs using competitor data.
34:42 - 39:03
- Gelo explains his pricing strategies based on industry and competitor spending.
- Gelo discusses handling objections during proposal presentations related to pricing, timeline, and SEO complexity.
- Mentions the importance of demonstrating ROI and explaining SEO's role in the overall marketing strategy.
39:03 - 39:46
- Gelo suggests tracking ROI to show the impact of SEO on marketing efforts.
- Mentions using case studies and past successes to justify costs.
- Gab agrees and adds insights about addressing objections based on initial client outreach.
39:50 - 40:41
- Gab discusses recent client interactions and their perspectives on SEO investment.
-Mentions the importance of positive approaches and managing client expectations.
-Talks about clients preferring immediate returns and the challenge of competing with paid ads. Explains the need to adapt SEO strategies based on Google's updates.
- Gelo adds insights about the increasing complexity of search engine results and the rise of local SEO.
40:41 - 41:13
- Gelo emphasizes the importance of analyzing Google's updates to adjust SEO strategies accordingly. Discusses the challenge of ranking high organically when competing with paid ads.
- Gab agrees and mentions the need to monitor keyword trends and Google's algorithm changes.
41:13 - 42:15
- Gab shares insights on the challenges of maintaining organic rankings against paid ads.
-Discusses the potential impact of Google's updates on search results.
- Gelo talks about the challenges of convincing prospects about the value of SEO investments.
- Gab acknowledges the difficulty but emphasizes the long-term benefits of SEO.
42:16 - 43:44
- Gelo discusses the importance of optimizing for local search and leveraging Google Business profiles. Talks about the misconception that SEO is dead and the need to adapt to changes.
- Gab emphasizes the importance of long-term thinking and managing client expectations.
- They discuss the significance of educating clients about SEO trends and strategies for long-term success.
44:07 - 44:21
- Gab acknowledges that the person they're discussing with seems knowledgeable about recent updates in SEO, particularly Google's core updates.
44:21 - 44:56
- Gab talks about the shift towards Generative Experience Optimization (GEO) instead of traditional Search Engine Optimization (SEO), emphasizing the importance of focusing on branded terms over non-branded informational keywords.
44:56 - 45:30
- Gab suggests a strategy for clients to focus more on branded terms and products rather than general informational content, especially in light of the rise of Generative AI.
45:30 - 45:49
- Gab advises targeting keywords with low search volumes but high relevance, ensuring better visibility even with fewer searches, ultimately leading to better optimization.
45:49 - 46:10
- Gelo mentions that while many ideas have been discussed, there are still potential challenges or unanswered questions that they might encounter, inviting listeners to reach out for further assistance.
46:10 - 47:17
- Gab transitions the discussion to the next steps after a Discovery Call, suggesting moving towards onboarding or sending proposals, emphasizing the need for clear communication and value proposition.
47:17 - 47:43
- Gelo suggests having a follow-up template ready after sending proposals, especially considering the busy schedules of clients, to ensure timely communication and confirmation of receipt.
47:43 - 48:47
- Gelo shares his follow-up strategy, involving multiple follow-ups at different intervals (1 day, 7 days, 15 days, and 30 days), along with a ready case study to emphasize potential benefits. He stresses the importance of being polite and persistent in follow-up communications.
48:47 - 49:43
- Gelo advises having a contract template ready to send after the Discovery Call, along with the invoice, and stresses the importance of a pay-first policy before starting work, ensuring a smooth transition from proposal to project commencement.
49:43 - 49:52
- Gab expresses agreement, emphasizing the importance of a complete process and follow-up for better client management.
- Gelo asks if there are any gaps in knowledge.
- Gab responds negatively, expressing contentment with the discussion.
49:58 - 50:07
- Gelo concludes the episode, thanking listeners for their participation and encouraging them to subscribe to the newsletter and like the Facebook page for future updates.
- Gab adds a final note about upcoming merchandise and thanks those who liked the page. - - They sign off with a "see you soon" and "bye-bye."