Cadence #50 - Stop saying "It depends"

Hello and welcome to another weekly Cadence!

This week, we're looking at "It depends", and how as experienced SEOs we can apply our experience to answer questions (curveballs) posed by clients more efficiently and effectively.

At first glance, "It depends" seems like a safe, all-encompassing answer to the multifaceted questions that SEO professionals face.

It acknowledges the complexity of SEO, where algorithms change, and what works for one website may not work for another.

However, this response is often more frustrating than helpful for clients seeking guidance.

This is why it depends is often bad for relationships:

1. Lack of Specificity: Clients come to SEO experts for their insights and actionable advice. A generic "It depends" provides neither, leaving clients without a clear direction to proceed.
2. Missed Educational Opportunity: Every question from a client is an opportunity to educate them about SEO best practices, nuances, and strategies. By not elaborating, SEO professionals miss the chance to build a knowledgeable and informed client base.
3. Perceived Indifference: While not the intention, "It depends" can come across as dismissive, suggesting a lack of interest in tackling the client's specific challenges. This perception can erode trust and confidence in the professional relationship.

The alternative to "It depends" is not to oversimplify the complexities of SEO but to approach each question with a mindset geared toward providing clarity and value.

Drawing from Experience

SEO professionals accumulate a wealth of knowledge from their work across different projects. Leveraging this experience means providing examples, case studies, and analogies that relate to the client's question.

By sharing what has worked (or not) in similar situations, professionals can offer insights that are both informative and directly applicable.

Segmenting the Question

Complex questions often contain multiple layers. Breaking down these questions into more manageable segments allows for a detailed and structured response.

This approach not only makes it easier to address specific concerns but also helps in identifying the most relevant SEO strategies and practices for the client's situation.

Aligning with Business Objectives

Ultimately, the goal of SEO is to support a business's overall objectives, whether that's increasing online visibility, driving sales, or enhancing user engagement. SEO professionals should strive to tie their advice back to these overarching goals.

Understanding the "why" behind a client's question is crucial.

It’s not just about improving search rankings; it’s about understanding the client's business drivers, target audience, and competitive landscape.

In doing so, SEO advice becomes more than just tactical recommendations—it becomes strategic guidance that aligns with the client's vision and goals.

Shifting away from "It depends" to providing detailed, experience-based insights requires a deeper engagement with each client's unique challenges and objectives.

This approach fosters a more productive and trusting relationship between SEO experts and their clients, ultimately leading to more successful outcomes.