Many times a client will start with the PPC model, learn that it is too expensive over the long haul and then turn to SEO to cut down on costs. Having started with PPC, these clients have the expectation that SEO and ranking well in the organic results will also work as quickly as PPC.

I’ve had clients in mid-November tell me they need to rank well in the organic listings within the next two weeks to capitalize on the Christmas selling season. These clients are disappointed to learn that SEO does not have as quick of a turnaround time as PPC. Sometimes these clients go off in pursuit of another SEO who will promise quick results (and not deliver) telling the client what they want to hear.

It is important for clients to realize that they can do both PPC and SEO. Companies that offer SEO services, like this one, need to manage the expectations of the client so they know that PPC is a short-term situation and SEO is a long-term goal.

A PPC program may need to be continued for some time until the organic results start to pay off. At this time, some companies will scale back their PPC programs or eliminate them altogether. Over time, that 5-star restaurant (SEO) will achieve the costs of a fast food restaurant when compared to most PPC programs.

Managing client expectations in this area is crucial when dealing with new clients who have “grown up” on PPC and who are now willing to mature as a citizen into their place in the organic listings.

When I get such requests, I will quickly point the client towards the competition for this term. The top 10 listings are dominated by large corporations, government sites and sites that have been around for at least 6 years. Aside from the government sites that are considered to be trustworthy and authoritative, the corporate sites have most likely invested hundreds of thousands of dollars or more on their SEO efforts over several years time and may even employ a full time search engine optimization staff to make sure they stay in those top rankings.

What I then will offer my client, if they decide to select my company for SEO services, is to do in-depth keyword research to find alternatives to the heavily competitive keyword phrases. Many small businesses may benefit by optimizing for long tail keyword phrases that are specific in nature.

About half of the time the client will wish to do this. The other half of the time, they will search for a new SEO who will promise to get them into the top 10 rankings for “home loans” for very little money and effort. Once this client has been disappointed by the lack of results, they sometimes come back, burned by this former SEO, yet with more realistic expectations.

As any SEO will attest, managing client expectations and offering realistic services and results is the most difficult task at hand. If an SEO can to this well, then the client will be happy with the results and it will be a win-win for both parties.