SEO Negotiation: How to Ace the Business Side of SEO – Whiteboard Friday

Posted by BritneyMuller

SEO isn’t all meta labels and material. A gargantuan the members of the success you’ll is i tied up in the inevitable business discussions. In this week’s Whiteboard Friday, our inhabitant professional Britney Muller went us through a bevy of smart tips and kindness that will strengthen your SEO negotiation knowledge, whether you’re a seasoned pro or a newbie to the practice.

Click on the whiteboard portrait above to open a high-resolution edition in a brand-new tab!

Video Transcription

Hey, Moz love. Welcome to another edition of Whiteboard Friday. So today we are going over all things SEO negotiation, so had begun to get into some of the business slope of SEO. As most of you are familiar, talk is all about leveraging.

It’s what you have to offer and what the other side is looking to gain and leveraging that throughout the process. So something that you can go in and confidently talk about as SEOs is the fact that SEO has around 20% more opportunity than both portable and desktop PPC compounded.

This is a really, really big deal. It’s something that you can showcase. These are the stats to back it up. We will too link to the research to this down below. Good to kind of have that in your back pocket. Aside from this, you will obviously have your review. So possible patron, you’re would be interested to come this deal.

Get the most out of the SEO audit

Highlight job opportunities , not the screw-ups

You’re going to do an examination, and something that I have always suggested is that instead of spotlight the things that its full potential buyer is doing wrong, or screwed up, is to really highlight those opportunities. Start to get them energized about what it is that their locate am able to and that you could help them with. I think that sheds a really positive illumination and moves you in the right direction.

Explain their competitive advantage

I think this is really interesting in numerous spaces where it is possible sort of say, “Okay, your opponents are here, and you’re currently now and this is why, “and to show them proof. That becomes them feel as though you have a strong understood it the landscape and can sort of help them got to get.

Emphasize quick wins

I nearly didn’t give this in here because I reckon quick triumphs is sort of a sketchy word. Virtually, “youve been” do want to showcase what it is you can do abruptly, but you want to …

Under-promise, over-deliver

You don’t want to lose rely or credibility with a potential patient by overpromising something that you can’t hand. Get off to the right start. Under-promise, over-deliver.

Smart arbitration tactics

Do your research

Know everything you can about this clientPerhaps what copes they’ve had in the past, what enterprises they’ve is cooperating with. You can get all sorts of information regarding that before going into negotiation that will really help you.

Prioritize your terms

So all too often, beings go into trade negotiations anticipating me, me, me, me, when actually you likewise need to be thinking about, “Well, what am I willing to lose? What can I give up to reach a notes that we can both agree on? ” Really important to be considered as you go in.


This is a very old, funny arbitration tactic where when the other side bars, you flinch. You do this like flinch, and you go, “Oh, is that the best you can do? ” It’s super silly. It might be used against you, in which instance you can just say, “Nice flinch.” But it does tend to help you get better batches.

So make that with a grain of salt. But I look forward to your feedback down below. It’s so odd.

Use the words “fair” and “comfortable”

The commands “fair” and “comfortable” do really well in negotiations. These names are inarguable. You can’t argue with fair. “I want to do what is pleasant for us both. I want us both to reaching periods that are fair.”

You want to use these expressions to settle the other side at ease and to too cure connect that gap where you can come out with a win-win situation.

Never be the key decision maker

I see this all too often where individuals come off on their own, and instantaneously on their business cards and in their intelligence and email they’re the CEO.

They are this. You don’t have to be that, and you sort of lose leverage whenever you. When I owned my organization for six years old, I enjoyed not being CEO. I liked having a board of directors that I could reach out to during trade negotiations and not being the sole policy makers. Even if you feel that you are the sole policy makers, I know that there are parties that care about you and that are looking out for your business that it is able to contact as sort of a business instructor, and you could use that in arbitration. You can use that to help you. Something to think about.

Tips for dialogue newbies

So for the newbies, a lot of you are probably like, “I can never go on my own. I can never do these things.” I’m from northern Minnesota. I have been super awkward about discussing money my whole life for any sort of business deal. If I could do it, I predict any one of you watching this can do it.

Power pose!

I’m not kidding, predict. Some tips that I learned, when I had my authority, was to supremacy pose before talks. So there’s a great TED talk on this that we are going to be able link to down below. I do this before the majority of members of my big-hearted speaking gigs, thanks to my gramsy who told me to do this at SMX Advanced like three years ago.

Go onward and strength pose. Feel good. Feel self-confident. Amp yourself up.

Tread the walk

You’ve got to when it comes to some of these circumstances and to time feel comfy in that room.

Good> perfect

Know that good is better than excellent. A bunch of us are perfectionists, and we are only have to execute good. Trying to be excellent will kill us all.

Screw imposter syndrome

Many of the speakers that I go on different consultation routes with all struggle with this. It’s totally normal, but it’s good to acknowledge that it’s so silly. So is striving to take that silly voice out of your manager and start to feel good about the things that you are able to offer.

Take revelation where you can find it

I most advocate you check out Brian Tracy’s old-school negotiation podcasts. He has some old videos. They’re so good. But he talks about leverage all the time and has two really great patterns that I affection so much. One being jade merchants. So these jade sellers that would take out pieces of jade and they are able to watch people’s reactions piece by piece that they brought out.

So they knew what part interested such person or persons the most, and that would be the highest cost. It was gorgeous. Then the time constraints is he has an example of beings doing business deals in China. When they property, the Chinese would accost them and say, “Oh, can I see your return flight ticket? I simply want to know when you’re leaving.”

They would not make a treat until that last second. The more you are familiar with some of these leverage tactics, the more you can be aware of them if they were to be used against you or if you were to leveraging something like that. Super interesting substance.

Take the time to get to know their business

Tie in ROI

Lastly, just really take the time to to know someone’s business. It only shows that you help, and you’re able to prioritize what it is that you can deliver based on where they stimulate the most coin off of such products or services that they give. That helps you tie in the ROI of the things that you can achieve.

Know the order of produces/ assistances that obligate them the most money

One real quick lesson was my previous firm. We worked with plastic surgeons, and we really worked hard to understand that pour of how people decide to get any sort of elective procedure. It came down to two things.

It was before and after photos and price. So we knew that we are capable of optimize for those two things and do very well in their gap. So had demonstrated that you attend, vanishing the extra mile, sort of restraining all of these things together, I really hope this assistance. I look forward to the feedback down below. I know this was a little bit different Whiteboard Friday, but I thought it would be a enjoyable topic to move.

So thank you so much for joining me on this publication of Whiteboard Friday. I will see you all soon. Bye.

Video transcription by

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest slice of SEO news, tips, and rad ties-in uncovered by the Moz team. Think of it as your exclusive digest of nonsense you don’t have time to hunt down but want to read!