27 Must Ask Questions for New SEO Clients

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There is nothing extra thrilling than bringing on a brand new SEO shopper. However, to get your new relationship off to the suitable begin, you have to ask the suitable questions and get important info.

The following 27 questions are my favourite to ask any new shopper to verify I’ve a easy onboarding course of and am set as much as enhance ROI and meet their enterprise goals.

Each query has been damaged down into the next classes:

  • Implementation.
  • Access.
  • Strategy.
  • Goals and Objectives.
  • Challenges.
  • Team.
  • History.


One of the most important points dealing with the SEO business is the implementation of SEO suggestions, particularly when a shopper expects to see outcomes and has solely applied a fraction of your suggestions.

Questions to ask:

1. Do you have got the assets to implement adjustments into the CMS and make any technical adjustments to the positioning?

Also ask what the CMS is able to (i.e., altering web page titles, including canonicals, and so forth.)


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If your shopper doesn’t have the assets in-house or via a 3rd social gathering to make these adjustments, your company or in-house staff can do it for them when you have related expertise and expertise. Most companies don’t wish to contact something code-related on account of legal responsibility causes.

2. What are the roles and obligations for this engagement?

Always state and doc who’s doing what and the way tickets are being tracked, like via a venture administration system comparable to Jira.

three. Where do you favor we retailer paperwork?

Managing a shopper relationship via e-mail will be robust and trigger issues to fall via the cracks.

Having a central location to retailer paperwork can maintain every thing organized and assist everybody discover info rapidly and simply.


Getting entry to your shopper’s knowledge is essential to establishing your SEO technique, together with establishing reporting, conducting a website assessment, and analyzing efficiency over time.

The inquiries to ask listed here are:

four. Can we get entry to your Google Analytics, Search Console, and Google Ads accounts to share learnings and efficiencies between paid and natural search?

5. Can we get entry to the content material calendar?

You’ll wish to assessment upcoming duties, log recordsdata, and any venture administration system the shopper makes use of to trace tasks.


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6. Do you have got an SEO platform?

Find out – in the event that they do, get entry to that as nicely.

7. Can we get entry to another paperwork?

If the shopper has any previous quarterly enterprise evaluations (QBRs), technique paperwork, open and closed technical tickets, and a log of any technical adjustments to the positioning over the previous couple of years, it could be a good suggestion to ask for entry to that, too.

Goals & Objectives

This is fairly simple. Simply ask the shopper:

eight. What are your targets and goals?

Always ask for specifics like:

  • Traffic numbers.
  • Conversions.
  • Revenue.
  • Rankings.
  • How the shopper will decide the success of this engagement.

This is without doubt one of the most important questions it’s essential to ask to be sure to and your staff perceive what the shopper hopes to perform.

Knowing what the shopper needs will assist your company or model put collectively a technique for success.

If the aim is to drive extra visitors and leads by 25%, for instance, then you have to do your due diligence to get your shopper to achieve that aim, or else you would possibly end up on the chopping block.


Setting up an SEO technique helps the shopper perceive what the plan of assault is to satisfy their key efficiency indicators.

That’s why probably the most necessary questions I at all times ask is round key phrases:

9. What key phrases are necessary for your model to rank on and drive enterprise worth?

Sometimes what the shopper thinks are necessary key phrases prove to not be that necessary – or they don’t have any search quantity.

Once you conduct your key phrase analysis or take a look at historic knowledge, you will discover out what has labored and what doesn’t work.

Some different nice inquiries to ask:

10. What processes do you have got in place together with your former company that you just want to proceed and what would you want to vary?

This provides the shopper an opportunity to open up about what works for them and what they have been pleased with, in addition to what they didn’t like, which may help you keep away from the identical errors your predecessor made.


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11. Who are your prime opponents?

It’s necessary to get clarification in your shopper’s prime opponents. This means that you can assessment their websites, visibility, hyperlinks, social presence, web page velocity, and so forth., to see why opponents could also be beating your shopper.

It additionally provides perception into another techniques that may have been profitable for them that your shopper might additionally profit from.

Here are some further inquiries to ask about technique:

  1. What are a very powerful services and products and what’s your worth proposition?
  2. Are there any code freezes that happen at one level within the 12 months?
  3. What sections of the positioning are a very powerful?
  4. What are your prime enterprise initiatives within the subsequent 90 days?
  5. What is your course of for including new content material and the way lengthy does it sometimes take?
  6. Brand versus non-brand protection – which is extra necessary?
  7. Do you have got another domains? This is an oldie however goodie. Sometimes chances are you’ll discover purchasers have duplicate domains with the identical content material or different domains, which make nice linking companions.
  8. Who is your goal market and perfect viewers? Having the shopper clarify their goal market and perfect viewers may help you together with your SEO technique, too. For instance, let’s say you have got a small financial institution that solely operates in Texas. Getting this info is essential as a result of it may well enable you to give attention to the suitable methods, comparable to native search, and so forth.
  9. What are your key efficiency indicators? Is it to drive incremental visitors month over month and 12 months over 12 months? What are the principle conversion factors (e.g., brochure downloads, free trials, e-newsletter sign-ups, type submits, or one thing else)?


Always ask:

21. What are your greatest challenges?

Asking about what challenges the shopper faces will give them an opportunity to open up about identified points.

For instance, let’s say the shopper has a problem getting 5 pages of content material authorised in below two months.

If content material is what will transfer the needle, you then and the shopper have to see what the bottlenecks are and give you options to streamline the method to get authorised faster.


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Always ask the shopper:

22. What are the roles and obligations for your staff?

Getting to know everybody’s roles and obligations is essential to understanding who the principle staff members are and what their roles and obligations are.

This can be necessary so it’s clear who to escalate points to if there are any issues.

Putting collectively a roles and obligations matrix is significant.

Also ask the shopper:

23. How do you wish to talk?

Is it by way of Slack, Teams, telephone calls, or in-person conferences? And how usually do you wish to have conferences?


Knowing the historical past of what was accomplished to the positioning is extraordinarily necessary. Some of a very powerful inquiries to ask:

  1. Has your website ever been penalized by an algorithm replace? If the reply is sure, discover out which one(s) and when.
  2. Are you planning on doing a redesign, migration, or re-platforming within the subsequent 12 months? Getting solutions to this query will assist with planning and preserving some hours to work with the staff.
  3. Have you ever bought any paid hyperlinks or been a part of any hyperlink schemes?
  4. How do you get keyword-level knowledge on the conversion and visitors degree? This is essential to discovering out how they’re conversions from natural search and seeing what key phrases convert. If you have got your individual answer round this, nice. But you can too depend on estimations from third-party instruments.

Wrapping Up

Asking the suitable questions is essential to getting a agency understanding of your purchasers’ targets, in addition to what has been accomplished up to now, how they wish to talk, and signing off in your SEO technique.


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In flip, it would assist your staff or model put collectively a rewarding expertise and construct a relationship that may final for years.

More Resources:

Source hyperlink SEO

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