Let’s be real for a second—when a new client signs on, they expect magic. They want to see their business ranking at the top of Google yesterday. But before you can make that happen, there’s one crucial step: education. Clients who understand the "why" behind what you're doing will value your services more, ask fewer questions, and feel more in control. So, how do you get them there without overwhelming them with jargon? Let’s break it down.
1. Explain Why Local SEO Even Matters
Here’s the deal: 93% of online experiences start with a search engine—and for local businesses, that's Google. Your clients need to understand that local SEO isn’t just about "being online"; it’s about being seen by the right people at the right time. When done right, local SEO connects businesses with nearby customers actively looking for their services.
"Local SEO is the modern-day phone book," says Marcus Miller from Bowler Hat. “If you’re not optimized, you’re invisible.” Trust us, no one wants to be invisible.
2. Assess Their Knowledge Level
Not all clients are created equal when it comes to understanding local SEO. Some might think it's all about stuffing keywords into content. Others might not even know what “SEO” stands for. Start by asking simple questions:
Do they know what Google My Business is?
Have they heard of “local search”?
Are they familiar with any SEO strategies?
You can even send them a short, no-pressure survey to gauge their knowledge. Just remember: some clients don’t know what they don’t know. And that’s where you come in.
3. Tailor the Education to Their Learning Style
People learn differently. Some need visuals; some prefer a quick bullet-point list. Find out how your client processes information and adjust your approach. Got a time-poor client? Shoot them a quick video explaining the basics. Is your client a hands-on learner? Walk them through their own local rankings in real time.
Pro Tip: Leverage Video
Video is your best friend when explaining complex topics. Greg Gifford’s video series on local SEO is a perfect example. It’s snappy, clear, and most importantly—it’s digestible. If you don’t have your own video content, don’t sweat it. There are tons of resources you can share to get the point across.
4. Use Metaphors (They Work!)
Analogies are golden when you need to explain something complex. For example, when discussing citations in local SEO, compare them to poker. Citations used to be the "ace up your sleeve," but now they’re just “table stakes”—necessary to even sit at the table. The clearer the comparison, the better the chance your client will actually get it.
5. Show and Tell—Literally
When explaining rankings, don’t just rely on numbers. Take it a step further. If you can, hop in a car with your client and show them how their ranking changes based on location. Can’t do that? Use tools like Local Search Results Checker to mimic the process. Seeing is believing, and in SEO, visuals often speak louder than numbers.
6. Don’t Just Educate—Involve
Clients appreciate transparency. Keep them in the loop with what’s happening, whether it’s sharing articles, case studies, or even inviting them to webinars. The more they feel involved in the process, the less they’ll question the value of your work. Trust is built over time, and regular communication is key.
"Education saves time and builds trust," as any savvy agency will tell you. Plus, it makes your work feel like a partnership rather than a one-sided service.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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