What do you do if your freelance search engine marketing clients have unrealistic expectations?

1 Educate Clients

When clients come to you with lofty ambitions that seem detached from the practical capabilities of search engine marketing, it's your responsibility to educate them. Begin by explaining the fundamentals of SEM, including how algorithms work and the importance of keywords, quality content, and backlinks. Clarify that while SEM can significantly improve visibility and traffic, it is not an overnight solution. Help them understand that achieving high rankings takes time, effort, and a strategic approach tailored to their specific market and competition.

2 Set Realistic Goals

After laying down the groundwork of how SEM operates, work with your clients to establish realistic goals. Discuss their business objectives and how SEM can support them. Guide them to set achievable targets based on their budget, industry competition, and current market trends. Emphasize the importance of setting SMART goals—specific, measurable, attainable, relevant, and time-bound—to ensure a clear path forward. This approach helps manage expectations and fosters a sense of shared commitment to the process.

3 Communicate Regularly

Consistent communication is key to managing expectations. Provide your clients with regular updates on the progress of their SEM campaigns. Use easy-to-understand language and visuals like graphs or charts to illustrate improvements in traffic, rankings, and conversions. Address any concerns promptly and be transparent about the challenges you may encounter. This ongoing dialogue helps build trust and ensures your clients feel involved and informed throughout their SEM journey.

4 Adjust Strategies

The digital landscape is constantly evolving, and so should your SEM strategies. If initial tactics don't yield the expected results, be ready to analyze the data and adjust your approach. Explain to your clients the importance of flexibility and the need to pivot when necessary. Show them how data-driven decisions can lead to better outcomes, and involve them in the process of refining their SEM strategy. This collaborative effort can help realign their expectations with what's achievable.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?