You have a client who is not familiar with SEO. What are the best ways to communicate with them?

Your question is a good one; I have found that even people who think they know what SEO or Digital Marketing is often do not understand the "What" and "How." A good first step is to learn what it is they expect SEO to accomplish for them. When you understand that, you can advise them if SEO alone can accomplish what is needed. Request access to their search analytics and set up a Dashthis dashboard for them. This takes some effort, but not a lot. Talk about the search terms bringing them impressions, whether they are all branded, etc. Then, get a list of their 4 - 6 most important competitors. Use tools like Semrush, Serpstat, Spyfu, and AHrefs to examine their competitors and show them how they compare. Best of success! Herb

Explain how SEO helps them achieve their goals, like attracting more customers or increasing brand awareness. Avoid jargon and technical terms.

Conduct a Google search with them and look at the top 3 ranked sites in the SERP. Point out what each one is doing to earn the top ranking. Point out the title and meta description. Show them the structure of the content, the use of keywords, customer reviews. You can do all of this without using the words, "HTML", "header tags", "internal links", "indexing" etc. Show them what a top ranked webpage looks like and tell them the stats of how the page in the #1 spot will get over 25% of the clicks. Go through the math about how a #1 ranked page can impact their business. Focus on the results SEO will give them (the destination), rather than all the things you're going to do to get them there (the journey.)

Emphasize gradual, long-term results over quick fixes. Communicate potential timeframe and potential challenges upfront. Acknowledge progress alongside them, even if it's not at the final destination yet.

Before you take them on as a client, make sure they understand (forgive the cliche) that SEO is a marathon, not a sprint. And it's not a one-and-done. It's both an art and a science. There will be peaks and valleys. And you're there to do more of what's creating the peaks, and less of what's causing the valleys. They need to commit to this for several months, and trust that you'll be monitoring progress and adjusting when needed. Data is key, and being able to provide them with performance metrics will go a long way.

Share articles, blog posts, or short videos explaining basic SEO concepts. Explain options without overwhelming them, and encourage them to ask questions and be involved in the process.

Actively listen to their concerns and questions. Acknowledge their perspectives and challenges. Show genuine interest in their business goals and vision.

Showcase website traffic trends, keyword rankings, or competitor analysis. Demonstrate proposed changes and their potential impact visually.

Seek regular feedback on your explanations and communication style. Encourage questions and open communication throughout the process.