How To Start An SEO Business In 8 Steps

Be ready for stiff competition when entering the SEO field.

There are over 191,000 SEO and online marketing consulting firms in the United States, with their number increasing by an average of 17.2% since 2018.

This gives us two pieces of information.

First, there is a growing demand for SEO services, giving you a chance to capture a portion of the market. In addition, you must exert effort and plan ways to stand out from the competition.

In this article, we’ll guide you through the process of starting an SEO business, covering the essential first steps. We’ll begin with the basics and walk you through each critical element in our 8-step guide.

1. Choose a niche

To establish an SEO company, you must select a specific niche that sets you apart from other competitors.

This holds significance for several reasons, primarily due to the large number of SEO agencies in existence— a minimum of 30,000 as indicated by Clutch, with countless others operating under the radar or as small family businesses. What would make a company select you instead of these other rivals, who have spent years or even decades establishing their reputation and digital footprint?

Selecting a specialized area may seem overwhelming, but it benefits you in two significant ways. Initially, you will quickly reduce the number of competitors. If 33 percent of SEO agencies target small businesses, another 33 percent target mid-sized businesses, and the remaining 33 percent target large companies, selecting a specific market segment would eliminate the majority of your competitors.

Clearly, the situation is not as straightforward, and multiple agencies focus on a diverse group of clients. However, this is when the second advantage becomes apparent: numerous companies prefer to engage with an expert instead of a jack of all trades. If you focus on SEO for law firms, most law firms would choose you over a colleague who doesn’t have a specialized area. Your extensive SEO expertise immediately increases your relevance and attractiveness.

Keep in mind that these benefits work effectively when combined with your grassroots marketing strategies; for instance, achieving the top position for specific, niche keyword phrases will be simpler.

So How can you select a niche? When making a decision, it’s important to think about three key factors, which you can either look up or discuss with others:

• Individual experience and passion: If you previously worked in a certain field and later moved into the SEO industry, you could utilize your past experience in your SEO business. For instance, if you had a background in healthcare, you could specialize in SEO for the healthcare sector. You can also be drawn towards personal interests.

• Ongoing competition: How many search agencies are currently focusing on this area? In general, the fewer competitors you have, the more advantageous it is, assuming all other things are equal.

• Requirement: Certain sectors require the services of an effective SEO company more than others, so be sure to consider the level of need. Legacy client bases may make traditional manufacturers less interested in an SEO business compared to new SaaS companies.

You must strike a balance among these factors and select one or multiple niches within these categories.

Industry

Choosing a niche often revolves around the industry. You have the option to concentrate on a wide topic such as “finance,” or a more precise one like “local credit unions.” There is a vast array of sectors available to choose from, so do not feel constrained to pick just one. There are SEO firms in various industries that have achieved sales in the multi-millions by concentrating on specific areas.

• SEO for roofing contractors
• SEO for dentists
• SEO for plumbing
• SEO for law firms
• SEO for pest control companies

Some prefer to be a jack-of-all-trades instead of focusing on one specific area. Here’s some unconventional healthy advice that goes against traditional wisdom:

            Focus creates wealth, diversification preserves it.

Understanding and determining the Total Addressable Market (TAM) will assist in gauging if the chosen segment is big enough to focus on.

Size

You can also focus on customers depending on their size. Big companies typically have larger budgets, but they might also be more difficult to secure and more demanding. Small businesses frequently desire closer connections and are able to adapt more easily, yet they may be constrained by limited budgets and more regulations. Smaller businesses may require additional local SEO services rather than concentrating on a national strategy.

Location

Many new SEO agencies begin by seeking clients in their local area; there is likely less competition in your city compared to a national scale. You have the option to broaden your focus to a larger area as you progress in your development. Although our focus has expanded beyond Seattle SEO, we began here and continue to serve many local clients.

Needs

Some SEO companies focus on acquiring new customers by catering to specific needs; for instance, focusing on assisting novice business owners unfamiliar with SEO. On the other hand, you could approach different SEO firms, showcasing your expertise and extensive resources to assist them in expanding their businesses.

There is a significant amount of flexibility evident in this situation. Avoid dwelling too much on it; if you’re not happy with your chosen niche, you can always switch to a different one later on.

2. Decide which services you want to offer

After that, you will have to consider the types of services that you plan to provide.

Of course, you will certainly need to offer SEO services. However, you are aware that an SEO company consists of various components and services, and you may provide some or all of them. You can also provide additional services that are related to SEO in some way, or that can help improve your clients’ SEO results.

Choosing a specific niche is crucial; specializing in one SEO service can shape your agency’s identity. For instance, you could focus on creating onsite content exclusively, temporarily avoiding other services in order to reduce competition and build a solid reputation.

The service divisions present at a digital marketing firm extend far beyond just “SEO & link building.” It is recommended to select the services with the highest potential for profit when launching your business.

Nevertheless, the majority of SEO companies find value in providing a variety of services, particularly when bundled into a comprehensive SEO package.

The following are typically the ones that are frequently taken into account:

• SEO audits and analyses: Analyzing and auditing are the initial stages in many SEO strategies. Based on your target audience, you may need to examine the technical layout of the website, suggest enhancements, evaluate their backlink profile, and assess the effectiveness of their previous content. Sometimes, customers may purchase this service and then attempt to implement your suggestions themselves. More frequently, the caliber of your analysis will persuade them to seek your assistance in different areas. As a result, certain SEO firms provide a complimentary first audit.

• Keyword and competitive research: Selecting keywords is a crucial part of any SEO plan; opting for high-traffic, less competitive terms related to your clients’ fields increases the likelihood of achieving success. Having mentioned that, conducting keyword research (through Google Analytics, Google Search Console, Moz, and Ahrefs) can be time-consuming and challenging, especially when starting from scratch and working diligently. You might want to present it as a distinct line item.

• Technical onsite SEO: Technical SEO involves optimizing a website’s structure to ensure proper crawling and indexing, while also adhering to Google’s guidelines for site organization. Typically, it involves a single set of improvements such as optimizing for mobile devices, tidying up messy code, and enhancing navigation. Think about making it a requirement for a current campaign, or providing it as an extra service that is not mandatory.

• Ongoing onsite content: Creating top-notch content on your website allows you to enhance the site for targeted keywords, elevate the site’s credibility, and develop resources that can be linked to in the future. Each website requires consistent, quality onsite content for SEO purposes. The key decision is whether you wish to create this content yourself and whether you prefer to charge for it on a per-item basis or include it as part of a weekly/monthly package.

• Offsite content and link building: Strategies for building links should be taken into consideration as well. The only trustworthy method to boost your domain authority and page authority, thus improving your search engine rankings, is through links. The most effective way to create links is by using offsite content on external sources with high authority. Many SEO agencies find it challenging because a successful link building campaign depends on strong connections with outside publishers, which require time to develop. Luckily, there are other choices available, such as hiring a link building agency, which we will discuss soon.

• Ongoing analysis and support: All SEO agencies offer continuous analysis and assistance to their clients, without exception. Nevertheless, you have the option to provide varying levels of assistance; for instance, will you generate thorough reports weekly or monthly? What frequency will you schedule client meetings? What actions will you implement if the client is not achieving the desired outcomes?

• Social media marketing and other services: To become a full-service marketing agency, you could also provide services such as social media marketing, PPC advertising, and web design. However, have faith in your skills to provide these services effectively; don’t add them casually just because you are able to. When beginning an SEO business, it’s important not to overextend yourself; instead, start by focusing on a specific area and gradually broaden your services.

You will also have to determine how to put these together in understandable bundles and establish fair SEO pricing, while remembering that offering low-cost SEO services is not recommended.

Many SEO agencies aim to retain clients as SEO takes time to show results, making it easier to demonstrate value over several months. Furthermore, the steady income simplifies the task of running your business. Think about providing a range of options like a “bronze,” “silver,” and “gold” package, or a comparable selection of more powerful/costly packages.

An illustration of this is the bronze package which may consist of 1 new onsite post weekly, 1 new high-quality link weekly, and a few additional supportive services. In contrast, the gold package offers 3 new onsite posts weekly, 3 new links weekly, and additional peripheral services.

On the other hand, you could provide your SEO services individually instead.

Make sure to explain to your clients the significance of consistency and long-term SEO effort when setting a fixed rate per link, per post, or per hour of work.

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3. Develop your own online presence

By now, you possess substantial expertise in SEO for your specific niche and have determined the off-page SEO services you will provide. The question is, how will potential clients discover your offerings? How can you prove your understanding of online marketing right away?

In 2020, some businesses may be able to get by without a strong online presence. One of them is not an SEO agency.

When beginning an SEO firm, a well-crafted, contemporary website filled with content and simple to use is necessary. You require a significant amount of SEO content across individual pages, blog posts, videos, and other content formats. Having more content is advantageous; if your only published blog post is from last week, potential visitors may hesitate to reach out, choosing more seasoned competitors instead.

Similarly, your website needs to be tailored for SEO. If potential customers come across missing page titles, a poor URL structure, or subpar content on your website, they will likely exit without giving you a chance to convert them.

Being ranked first is not necessary for important keywords such as “SEO agency.” It is extremely difficult to break into that industry now due to its competitiveness and the presence of top SEO agencies worldwide. Nonetheless, it is important to have a presence in search results within your specific industry; just a few appearances on the first page should suffice to show your audience that you are knowledgeable.

If you’re inexperienced in the SEO industry and unsure about ranking, it’s important to conduct research and experimentation before launching an SEO venture. We won’t delve into specifics here, as the focus is on starting an SEO business rather than practicing SEO. Be sure to visit our SEO blog for additional information.

It’s a wise decision to expand on your social media profiles, even if you’re not intending to provide social media services. Utilize this tool to promote your content and increase visibility by being present on various communication channels.

How you choose to gain clients will determine whether you need to dedicate more time and energy to your online presence. Inbound marketing, which involves attracting leads to your site naturally, demands significant investment in content, links, and various traffic sources.

4. Perfecting Your SEO Agency Offerings

Your next aim should be to refine your service offerings. If you can locate and attract clients to your agency, they will only remain if you are able to provide them with positive outcomes. If your work is not up to standard, or if you can’t handle the workload they require, they will seek out SEO companies they see as more reliable.

You must choose SEO pricing and package options for your upcoming SEO Business.

Three things need to be taken into account here:

• Quality: How well is the content that you write? What is the worth of the links you create? Can you produce work that is superior to that of others in an objective way?

• Consistency: Does your work follow a set pattern and can be trusted, or do clients need to always confirm and review your work? Do you believe that all your clients will be equally happy with the outcomes, or do you think that there will be some clients who are favored by luck?

• Scalability: Ability of a system to handle increasing amounts of work or its potential to accommodate growth. Is it possible to provide a growing amount of resources (such as content, links, etc.) to your customers, while also attracting new customers without sacrificing the quality of your services or overwhelming your employees? Customers should be confident in your reliability over an extended period.

There are several methods to increase the quality, consistency, and scalability of your services:

Experience

If you are employed as an independent SEO consultant or freelancer, it’s possible that you can handle the majority of the tasks by yourself. Experience is key in this scenario; the more involved you are in SEO, the more proficient you will become in all aspects.

However, working independently is not scalable in any way. While you may maintain a steady output of quality work, there is a maximum capacity to your capabilities. Eventually, you will require an alternate choice.

Hiring

Many digital marketing firms aim to employ skilled and capable individuals to assist their customers. The three main choices are: full-time workers, part-time workers, and contractors.

Full-time and part-time employees who work in-house have the benefit of being directly under your supervision, allowing you to provide training, coaching, and supervision as they develop their SEO skills. Nonetheless, they can also come with a high price tag, and if you’re a beginner, you might not have the funds to hire a full team. This method is also not easily expandable; though you can recruit workers, the process is not fast, and as your staff grows, your reliability could be affected.

In contrast, contractors are more adaptable and can adjust in size, also usually offering lower costs. Nevertheless, there is a decreased assurance of excellence, and with the employment of numerous contractors, your project will likely experience a lack of uniformity.

Partnerships

For most new SEO agencies, the optimal choice is to collaborate with other companies to outsource their SEO services. Certain SEO firms focus on specific tasks, such as creating content or creating links, and provide white label SEO services to other firms.

The agency you choose to hire will determine the level of quality and consistency in the work. If you thoroughly research, you should be able to locate a trustworthy and respected partner. If you team up with a medium-sized agency, you will have access to unlimited scalability, allowing you to buy only the services you require.

5. Build a Portfolio 

Having a strategy for delivering high quality services will prepare you to attract clients, but how will you demonstrate your ability to deliver results? How can you demonstrate your value after just starting?

Having no reputation, case studies, or testimonials will make it difficult to convince potential clients that you are knowledgeable about the subject matter. No one desires to be a test subject when the visibility and reputation of their company online are at risk.

Therefore, it is important to have a portfolio or gain some client experience before approaching potential clients. Ideally, you would collect objective evidence of your work’s results by comparing a website’s monthly organic traffic before and after you started working on it. You might also want to compile this information into a formal case study or collect feedback from happy customers.

Suggesting to find clients before you actually find clients may sound absurd, but there are several options you can consider:

• Do some work for free: Although not the best option, you could consider providing your services for free to one or two new clients. Business owners are not likely to refuse free content, free links, and free support, and if you deliver quality work, they might be willing to pay for your services later on. Instead, you can provide a substantial discount.

• Create and maintain your own website: Seeing positive outcomes for your website can serve as sufficient proof of your expertise. The main issue is the high level of competition that SEO agencies encounter; it could be several months before results are noticeable, especially in a competitive market.

• Develop a niche site for yourself: If you are unable to locate or choose not to search for trial, unpaid customers, and you are not interested in relying on achieving outcomes for your own website, you may want to think about launching fresh, specialized websites from the beginning and backing them up with your new SEO venture. This option is highly beneficial as it allows you to select a very specific niche, leading to minimal competition and a quick path to achieving top ranking. You will also have complete control over the strategy. Additionally, if the website operates as an eCommerce platform or a standalone business, it can also generate a second stream of income.

Showcase the findings on your primary website (if authorized) and have them ready to share with potential customers.

6. Attract Your First SEO Clients

By showcasing a couple of achievements, you can begin seeking potential clients for your SEO company.

As is the case for many B2B businesses, the most effective strategy is to first acquire a high volume of pertinent (i.e., potentially engaged) leads, and then finalize the agreements once dialogue has begun.

In the next section, we’ll learn about closing deals, while in this section, we’ll focus on the most effective strategies for generating initial prospects.

Inbound Marketing

The majority of internet marketing and advertising methods can be classified as either inbound or outbound. By implementing inbound marketing, you focus on enhancing your website or landing page to naturally attract more visitors.

Developing inbound marketing strategies may require a significant amount of time, but once it reaches its peak, it should generate leads consistently and autonomously.

There are numerous individual tactics available for your inbound strategy, such as SEO, content marketing, social media marketing, etc., which you are likely already acquainted with. The goal is to attract a large number of visitors who either need a solution to their problem or are interested in the services you offer.

There are 3 keys to success here:

1. Filtering based on relevance:  The number of prospects you create is not important if they are not truly interested in your services or if they are not related to your brand. That is the reason why your inbound strategy needs to be responsible for sorting out prospects by relevance for you. Select keywords that your potential customers are likely to search for and select topics that are relevant to your specific industry. For instance, individuals who read an article such as “Tips for Improving Search Engine Ranking as a [specific type of business]” are probably interested in collaborating with a company.

2. Reaching successful conversion: If you receive a sufficient amount of visitors on your website who fit your target demographics, you will need a method to convince them to make a conversion. Having CTAs placed strategically on your website and in your content can be very beneficial, especially when you experiment with different designs and wording to determine what is most effective. You may also want to think about creating dedicated landing pages that target specific audiences and encourage them to take action. Ensure that the offer is valuable to them; for instance, you could offer complimentary, high-quality content in return for their contact details.

3. Scaling over a long period of time: Maintaining high prospect quality is beneficial when scaling your strategy to increase total visitor numbers. This plan is intended for the long run and won’t assist you in gaining your initial clients.

Outbound Marketing

Outbound marketing involves actively reaching out to attract new clients, whereas inbound marketing focuses on attracting customers to come to you. Once more, there are multiple strategies to consider, such as pay-per-click (PPC) ads, cold emails, cold calling, and email campaigns.

Over time, the return on investment for SEO and inbound marketing is typically greater than that of outbound marketing techniques.

However, SEO doesn’t provide instant results.

Therefore, a combination of paid, outbound, and inbound strategies is most effective when used together.

Ensure that you follow to these guidelines:

• Give importance to the quality of prospects: You may feel inclined to purchase an email list or gather a large amount of prospect data, but it’s more beneficial to concentrate on individuals who closely match your target audience.

• Conduct experiments, take measurements, and make necessary adjustments: Using methods such as PPC advertising can be quite uncertain, which is why it’s crucial to try out various tactics, analyze your outcomes, and make changes as you gain insight into your target audience.

• Watch your expenses: Make sure to closely monitor your budget as outbound marketing can be more expensive in the initial stages of a campaign. Do not hesitate to stop investing if you are not seeing significant returns for the amount you are spending.

Referrals

Referrals are one of the most effective sources of long-term clients for your search engine optimization business.

If you deliver exceptional outcomes and personal attention to your clients, they might recommend you to others, leading to effortless introductions to potential new clients. You have the option to establish a referral program, where clients receive a discount on their monthly fee for every new client they assist in adding to your portfolio.

7. Close Deals

No matter how you acquire potential customers, the responsibility falls on you and your sales team to finalize agreements and turn those potential customers into clients. In this case, the usual sales strategies, such as promptly following up on leads, will be effective.

Once you become more familiar with a potential client, you will then forward a proposal. Here are some strategies and best practices that can enhance your success rate:

• Make the Proposal Personal: While it’s fine to use a template for your SEO proposals, it’s crucial to personalize each one. Take the time to understand your prospect’s values and unique position, and adjust your offer to match their specific needs.
• Design and Proofread Carefully: Your proposal should have a polished and professional look. Once you’ve finished, be sure to proofread it thoroughly. A noticeable spelling error could undermine your credibility, so double-check every detail.
• Be Concise: A detailed proposal is fine, as long as every piece of information is valuable. Aim for clarity and brevity; your proposal should be thorough but to the point.
• Provide Evidence: Don’t just promise increased organic traffic—show how you’ve achieved it before. Include relevant statistics and examples from past work to back up your claims.
• Outline Objectives and Process: Clearly explain how you work and what your objectives are. Detail the steps of your process, such as discovery, keyword research, and technical optimization, so your prospect knows what to expect.
• Set Realistic Expectations: Make it clear that SEO is a long-term strategy, not a quick fix. If you plan to have regular meetings, mention that. Transparency will help manage expectations and build trust.
• Introduce the Account Manager: Prospects often appreciate knowing who they’ll be working with. Introduce their dedicated account manager in the proposal, along with a brief overview of their SEO experience.
• Include a Guarantee: While it’s challenging to promise specific rankings or visitor numbers, offering a money-back guarantee can help address potential concerns. Mention this at the end of your proposal.
• Create a Sense of Urgency: To encourage prompt decision-making, include a note that the quoted price is valid for a limited time, such as two weeks.

Following Up

Whether you’re at the beginning of a discussion with a potential client or nearing the end of securing the agreement, it is crucial to maintain regular follow-ups. Many salespeople give up on potential deals too soon; up to 80 percent of prospects will reject or not respond to a message multiple times before agreeing to the deal.

8. Retain Your Clients

The previous sections have concentrated on acquiring new SEO customers, but it is crucial to also keep your existing clients. Retaining clients is cheaper and more beneficial than acquiring new ones because it results in continuous revenue and higher likelihood of receiving referrals.

Based on my experience, the optimal approach to retaining clients for SEO agencies involves focusing on three key areas: communication, reporting, and results.

Communication

Effective communication is crucial for any client retention plan, as it has the potential to address and prevent various issues when done correctly.

There is nothing particularly complex to think about in this situation. It is important to pay attention to your clients; comprehend their objectives and viewpoints. Provide answers to any questions they may have. If there are any worries, make sure to deal with them.

It is also important to initiate discussions with your clients regarding your performance; schedule regular meetings to review your progress with them. Clarify the actions you are taking and the reasons behind them. If you come across any problems, make sure to deal with them actively and truthfully.

Effective communication, being open and truthful, are crucial in all client relationships to succeed. Additionally, ensure easy access to an account representative; nobody likes being placed on hold or waiting three days for a reply.

Reporting

Reporting can be seen as a type of communication, although it should also be recognized as a distinct entity. Sharing information is essential for demonstrating your value to clients, and it has the power to strengthen or damage a relationship regardless of your overall success.

If you achieve great outcomes without explaining to the client why they are great, the client may not see the campaign’s worth. On the other hand, if you are witnessing mediocre outcomes without offering an explanation or taking steps to improve, even faithful customers may think about leaving.

Ensure that your reports are thorough yet user-friendly; utilizing visuals and concise explanations can simplify the comprehension of intricate SEO information. Ensure that your clients truly comprehend the significance of the data for the campaign.

Results

Ultimately, the effectiveness of your SEO work is what counts. If the links you build are getting removed, you’re not boosting domain authority, and organic traffic growth is minimal, your client might not be happy with the results.

Addressing the Challenges:

1. Long-Term Growth: SEO isn’t an overnight fix. Even with the best strategies, noticeable results might take several months to appear. It’s important to set this expectation with your client from the start.
2. Unpredictable Factors: Even well-executed campaigns can face setbacks. When results fall short, it’s crucial to analyze what went wrong, explain the situation to your client, and discuss ways to improve moving forward.

If your results aren’t meeting expectations, it’s time to experiment with different strategies. This might mean working with a new service provider, exploring different keywords, or reaching out to new publishers. To see improvement, you’ll need to adapt and make changes.

Types of SEO Businesses:

Here are some popular types of SEO businesses you might consider starting:

SEO Agency:

An SEO agency can be highly scalable because it allows you to offer a variety of services, such as keyword research, content marketing, and on-page optimization. However, setting up an agency involves more groundwork—like creating a solid framework, hiring staff, and establishing streamlined operations. If you’re ready to invest time and resources, the potential rewards can be substantial.

SEO Consultancy:

As an SEO consultant, you can enter the market with minimal investment. You can offer your expertise on a project basis or engage in ongoing work with clients. This role provides a lot of flexibility, but you’ll be handling all the work yourself. If you build a strong reputation, you might find it beneficial to transition to a larger business model as you grow.

SEO Product:

If direct client work isn’t appealing, consider developing an SEO product, such as a SaaS (Software as a Service) solution. With numerous SEO tools available, you’ll need to find a unique angle for your product. Building a successful SEO platform takes time, so be prepared for a delayed payoff. If you prefer a more passive role, creating a product might be a better fit than offering services.

SEO White Label Provider:

If you’re not ready to create your own brand, you can provide SEO services under someone else’s brand as a white label provider. This setup involves working with an SEO company that outsources specific services to you. It’s a cost-effective way for agencies to offer a broader range of services while you gain clients more indirectly. However, this means you won’t be building your own brand.

SEO Training:

Another avenue is to teach SEO to others. You can offer courses, coaching sessions, webinars, or workshops. This approach can become a significant income stream once you’ve established yourself as a credible expert in the field.

SEO Content Agency:

Given the importance of quality content in SEO, you could build a business focused solely on content creation. This could include blog posts, web copy, product descriptions, and more. Make sure you also have a strong grasp of on-page SEO to ensure your content ranks well.

Local SEO Company:

Many small businesses could benefit greatly from local SEO services. You can help them optimize their Google Business Profile, manage reviews, and increase local search traffic. Educating local clients about the value of SEO might take some time, especially if they are used to traditional business practices, so patience will be key.

Conclusion

Building a successful SEO business can be challenging, but the rewards are definitely worth the effort.

Carefully select your services, business model, and target clients. Getting these choices right from the start can help you avoid expensive adjustments down the line.

SEO is a thriving field with plenty of opportunities for new businesses. Stay patient, keep pushing forward, and you’ll start seeing the results you’re aiming for.