Gagan Ghotra

I posted this video on LinkedIn last week, below is the transcript of this.

All right, LinkedIn, I wanted to make another video about transparency and why we need to adjust SEO strategy over time. Recently, as I’ve mentioned in my last couple of videos, Google results have become much more volatile, with things changing almost daily.

This means SEO Strategy need more frequent updates

Previously, building a strategy meant creating a six-month plan: where we are, our goals, and the steps in between. This plan would then be executed, depending on the site’s size depending upon the size of site takes anywhere from couple of months to perhaps a year.

These days, strategy require more frequent updates. That’s what I’m doing with my clients right now. They came to me wanting to get from point A to point B, and I built a path between those points. But because there are so many factors involved—you’re competing not just with competitors, but also with Google’s ever-changing algorithm—that path needs to be adjusted (and these days I think more frequently)

Transparency with clients about strategy updates is crucial

When new clients come to me, having left their previous agency or consultant, the most likely reason is a lack of transparency. It’s not necessarily a skill issue; their previous SEO likely had the skills, but failed to adapt to the changing landscape and communicate that to the client.

They had a plan, but midway through, results didn’t match the resources spent. The client questioned the value, and the agency or consultant wasn’t ready to admit the need for adjustments.

Frequent conversations with clients are essential to ensure we’re aligned with Google Search’s direction, especially given its current unpredictability. Tools like Semrush Sensor, which track ranking volatility, highlight this constant change.

In my client meetings, I often mention that while we have a plan and are executing it, that plan might need to change based on Google’s behavior.

It’s not necessarily what we agreed upon a month or two ago.

In most cases, my clients are happy with this approach.

They appreciate the honesty and the data-backed reasoning behind any proposed changes. I show them the broader search landscape I’m tracking and explain how we need to adjust our approach.

This specifically relevant for SEOs based in Australia.
I strive for maximum transparency on this issue and recommend you do the same. I don’t want you losing SEO clients because of this. Disappointed clients coming to me after a failed campaign doesn’t benefit anyone. I then have to pick up the pieces, figure out a new path to their goals, after they’ve already spent money elsewhere.

Being transparent with clients is crucial. They generally understand you’re the expert and that adjustments are sometimes needed. Presenting data and information about why changes are necessary earns their respect in the long run.

My clients appreciate my transparency

For example, if Google is testing a new search feature (which they do a lot as I track them)

I inform my clients, suggesting we optimise for it. Sometimes, I have to explain that a new Google feature might temporarily decrease rankings and traffic, presenting alternative strategies for them to consider. They appreciate this proactive approach.

Bye for now! Let me know if you have any questions.