The Fundamentals of SEO Client Prospecting
SEO client prospecting is an essential step in client acquisition, as it creates a pipeline of potential customers, provides a narrow focus on the right accounts, and helps to position an agency as a trusted advisor. However, before learning how to prospect, it’s important to know the who, what, and why.
Technical SEO Site Audit
Your website’s accessibility and the way it functions are important for users and crawlers alike. Learn how to conduct an accessibility audit and ensure that your site is compliant with current guidelines, and then discover the various tools you can use to test for and improve accessibility and site performance.
SEO Fundamentals
This class is great for beginners or refreshing your skills. You will learn how modern SEO fits into your digital strategy and the foundational concepts you’ll need to organize your research.
By the time you complete this class, you will understand the core terminology and processes used by leading SEOs. You’ll also never look at a Search Engine Results Page the same way again! You’ll learn how to identify search intent based on the results of any search query and what that means in terms of competition or opportunity. Understand what content works best for various phases of the sales funnel and how to identify those phases quickly based on what shows up in the results.
Selling the Value of SEO
This course is designed to help you, the agency, convey the value of your services to new and prospective clients. You’ll learn how to communicate the benefits of SEO, potential for ROI, and the advantages of hiring an agency as opposed to taking marketing in-house. You’ll see a breakdown of the three most popular engagement types (hourly, package-based, and project-based SEO). You’ll even get a set of short videos aimed at the agency sales team, with plenty of talking points they can add to their toolkit.
Reporting on SEO
Being able to measure and report on your SEO efforts is important. Learn how to maximize your time with best practices that can help make reporting on SEO easier and more efficient.
In this class you will learn how to ensure that you are working with clean, quality data and that all tracking is set up appropriately for your site. From there you will learn how to determine a process and an order of operations for measuring and reporting. Using a worksheet provided, you will identify which metrics to focus on when it comes to awareness, on-site activities, and conversions. Measuring and reporting on SEO can be quick and easy with a solid process in place. Get tips on additional metrics, reports, and considerations that can provide added value to your reports.
Prepare for the SEO Client Pitch
Prospective clients often see proposals that are generic, boring, and possibly even irrelevant to their site. To set themselves apart, agencies need to uncover insights and opportunities using the client’s specific data, in order to demonstrate what the strategy will be. In this course, the student will learn how to research a prospect’s strengths, weaknesses, opportunities, and threats, and create an impressive and customized report for the pitch.
Page Optimization
This class is great for beginners or refreshing your skills. You will learn how modern SEO fits into your digital strategy and the foundational concepts you’ll need to organize your research.
By the time you complete this class, you will understand the core terminology and processes used by leading SEOs. You’ll also never look at a Search Engine Results Page the same way again! You’ll learn how to identify search intent based on the results of any search query and what that means in terms of competition or opportunity. Understand what content works best for various phases of the sales funnel and how to identify those phases quickly based on what shows up in the results.
Local SEO Fundamentals
Want to show up in map results? If you are managing SEO for a local business, this course will help you know the right questions to ask and how to troubleshoot common issues. This is a practical course focused on building essential skills and processes.
You’ll learn how to quickly audit webpages and business listings for SEO. You’ll be able to quickly assess local search results and identify common challenges facing most businesses. You even get a Local SEO checklist you can tailor for your clients.
Keyword Research
Keyword Research is a critical skill required by every digital marketer. Once you have a strong foundation for researching and assessing keywords, you’ll discover how impactful this capability is, whether for developing content or building new businesses.
In this class you will discover how to organize keyword research around semantic topic groups using a variety of tools. Understanding semantic topic groups is essential for creating content that aligns with how search engines “see” content your on your site. It is also essential when developing your competitive strategy.
Finding Potential SEO Clients
Efficient prospecting is the best way to find potential customers who need SEO, have a budget, and have potential to rank. But how do you find those clients, what tools should you use, and how do you determine if they’re “the one”? The lessons in this course present various methods of attracting and finding clients to pitch.
Client Onboarding
Client onboarding is the process of acquainting new clients with your agency and your services while gathering all the information you need to serve the client’s needs. Despite the fact that a lack of proper onboarding is one of the top causes of client churn, most agencies don’t spend the time they should on a thorough, well-defined onboarding process.
This course is designed to help you, the agency, develop your client onboarding process into a well-oiled machine that earns valuable buy-in and produces a confident, highly invested client base. You’ll learn how to enter a new client relationship with the right perspective, why internal onboarding among agency employees is so important, how to get to know clients in obscure industries, how to create an airtight communication plan, and how to schedule and organize kickoff meetings. You’ll also get access to a new client questionnaire, developed by Moz’s SEO experts, that will help you uncover your clients’ backgrounds and goals.
Backlink Basics
External inbound links continue to be an important ranking factor. Learn how to identify relevant and authoritative links, and how to prioritize outreach. Discover how to use link building research tools and how to evaluate your competition.
In this class you will learn why links matter for SEO and how to evaluate the health and importance of links. You will learn what types of link relationships will be most relevant, and how to connect your keyword strategy with your link strategy. Link building isn’t easy — but this class will help you to prioritize your link building efforts, understand which links are worth going after, and identify a plan of action for manual outreach efforts. You will also find tips on easy wins and link opportunities to go after first.
Backlink Audit and Removal
If you’re interested in conducting a link-building campaign for your website or your clients, learning how to analyze existing backlinks is a vital first step. This self-paced course guides you through the use of comprehensive tools to interpret lists of external links, so you can determine their usefulness in achieving your SEO goals.
About Moz Academy:
At Moz, we believe there is a better way to do marketing. A more valuable way where customers are earned rather than bought. We’re obsessively passionate about it, and our mission is to help people achieve it. We focus on search engine optimization. It’s one of the least understood and least transparent aspects of great marketing, and we see that as an opportunity. We’re excited to simplify SEO for everyone through our software, education, and community.
🔓 Ready to take your experience to the next level? Unlock the full potential of our platform by registering for FREE.
If you are already a member, please login to access the download links:
