Last week’s post on the cost/ROI of SEO really did the rounds - thank you to everyone who shared it. I’ve had lots of great conversations off the back of it. Reminder: this is the SEO MBA, a newsletter and course exploring professional skills for the SEO industry.

The SEO MBA was founded on a central premise - that knowing how to do SEO isn’t enough.

Regardless of whether you’re working in-house or at an agency, SEO requires consulting skills. Executive presence, communication and business skills matter. Knowing how to get things DONE matters.

I’ve seen too many SEO teams, projects and agencies fail because they lack communication skills. Technically correct recommendations that fail to get client buy-in, budget and action.

The first SEO MBA course is all about executive presence. Specifically aimed at senior level SEOs who need to think more strategically and communicate with senior executives.

Now, I’m working on a second SEO MBA course. It’s specifically at mid-career SEOs working at agencies where client management and client communication is critical.

The SEO MBA course on client management

The course is going to take an opinionated view of what client success looks like. Specifically because SEO only works if we can persuade clients to buy-in to and implement our recommendations.

“It is not enough for a professional to be right: An advisor’s job is to be helpful.”

- David H. Maister, The Trusted Advisor

I’m actively working on the syllabus and materials for the new course. I’m thinking something like:

Theory:

• How to build trust with clients

• Dealing with difficult conversations

• How to understand client organizations

• Why agency positioning and SOWs matter

• Why clarity matters

• How to transition from vendor to partner

Practice:

• How to structure a good kickoff meeting

• How to run meetings effectively

• Clear communication: how to write emails

• Clear communication: good presentations

• How to upsell effectively

• How to handle client renewals

• Dealing with scope creep

But I’d love your help. If you deal with client management or work at an SEO agency and want to help shape the course syllabus I’d love it if you could fill out this short survey:

https://docs.google.com/forms/d/e/1FAIpQLSfP-8aqB01T9iV_fJyHyOrpWjemRE2VLu7EkJfLYzLquMf0UQ/viewform?usp=sf_link

In the next few weeks I’m going to open enrollment for the beta cohort of the course and priority will be given to those who have completed the survey (last time tickets sold out in 11 minutes).

Thanks!

Tom