16 Questions to Ask your New SEO Clients

As an SEO consultant, I've had the pleasure of working with a wide range of businesses, from small startups to established corporations. One of the most important things I've learned is that the key to a successful SEO campaign is understanding the client's business and goals. That's why I always start by asking a series of questions to get a clear picture of what they're looking to achieve. 

Now, there are many questions that you can ask, but I have compiled a list of key questions that I ask my clients while onboarding their business for SEO services. Read on: 

Questions about their business 

One of the most important things that I try to understand about the client before starting is about their business objectives and goals, the process of onboarding their customers, and their future plans. This helps me frame an effective SEO strategy that is aligned with their business goals. 

“How did you get into this business?” 

If you want to get an unfiltered understanding of the business process, keep this question as a conversation starter. A response to this will give you an insight into the kind of person you’re interacting with, the basic vision and mission behind starting the business, objectives, goals, and the target audience. 

“How do you make money?”

This question is important with regards to understanding how the organization thrives in the market. While this question may not be directly related to your services, and in some cases might even sound silly, it is still an essential ask for you to know where to center the focus. In rare cases, a lack of clarity here can affect the quality of services that are implemented. 

“Who do you consider your direct competitors?” 

I consider this an educational inquiry. Treat this question as a learning for yourself and to also educate your clients. What you see in the search results, is not what your clients often consider competition. This question will help you chart out an effective search strategy and effectively analyze and report.  

“Who is your target audience?” 

If the answer to this question is “Everyone”, then you might end up having no strategy at all. Targeting everybody is targeting nobody. For example, if your product is Pickles, then targeting a 20 year old athlete who is interested in high protein foods, is not relevant for your business. Get clarity here or even create an opportunity to educate your client about who would be their target audience.  

“What sets you apart from your competitors?” 

A highly underrated question that most SEOs miss out on asking. Consider this question as a last piece of the SEO strategy puzzle. I’ve been in situations where the client is unable to answer this question and it can really put you in a tough spot. Imagine being unable to convince your audience about choosing you over your competitors. Sad!

How does SEO fit into their business? 

After understanding the basic outline of the business and its process, the next step is to fill the gaps on how effectively SEO will work within that process. 

“How positively will SEO contribute to your target?” 

Ask this question primarily to understand if there are other marketing channels that will contribute to the target. Say, the target is to get 100 qualified leads, then you're in a fix because there's no way to communicate with the sales team. The key here is to align the SEO strategy with the desired outcome. Rethink the targeting options and improve your SEO strategy. 

“What is your SEO budget?” 

The absolute bare minimum to put together an SEO strategy is through understanding the budget. How much can be done if the budget is X, is the question to ask yourself first. Thereafter pose the same question to the client after having understood their business targets and revenue model. Suppose, the client says, “I want to earn 1 L in sales and I am ready to put 60K (or even 1L) as investment” then you're good to go!  

If the client counter questions about the budget or is unable to give you a basic figure, consider walking away. 

“What do you want to achieve from this SEO engagement?” 

A good rule of thumb in the beginning is to keep expectations and general disclaimers on the table. By doing so, you get an insight into the team, their strengths, their weaknesses, and the work culture. Let the client keep their expectations from you and you simply stick to it. Nothing more, nothing less. 

Bonus tip: Large companies usually have a strategy in place, so the expectation from you would just be of guidance for implementation, whereas small firms need complete hand holding. Assess the same and proceed. 

“What according to you is success in SEO?” 

Look here's the thing, asking obvious (and perhaps silly) questions are key to having better client relationships. While this seems like an unnecessary enquiry, just take the plunge and ask, and you'll be surprised with the kind of enlightening responses that come your way. 

Some of the responses may include (but not restricted to) : 

• I want to achieve a specific ranking against my competitors. 

• I want to show my stakeholders the power of organic reach. 

• I want my team to become more competent by doing the basic tasks. 

“What can you tell me about SEO that has happened to date?” 

Ask this question to know why the SEO relationship with the previous agency was not a success. The client's response is directly proportional to their honest opinion regarding SEO as a service, and if at all they believe in the strategy to begin with. 

“We once ranked #1 within a week, then the agency didn't do anything” is a hilarious response to this question. 

Closing questions to seal that deal! 

In addition to the insightful questions you've already included, here are a couple more questions to truly understand your client's perspective and ensure a successful partnership.

“How quickly are you expecting the results?” 

Despite being a  risky question, it is still essential to know the client's expectations as to when the sales will happen. If you choose to ask this question during the discovery call then it is best to approach it carefully keeping all your points on the table. If it is only the SEO ranking that you target during the project, then do not paint a rosy picture of “3x or 5x sales growth”. 

“What sort of help would your internal team require?” 

Once you understand the client's expectations and where they currently stand, it's time to align their resources at hand with the services that you will provide. 

There's zero success if you plan a strategy that requires churning out original content, only to realize there’s no content writer at their disposal. The only way an SEO can positively “contribute to sales revenue” is if they work in tandem with the internal team.

“How do you analyze reports and how do you want us to report?”

Asking this question will help you get an insight into what tools are currently being used by the client. In this stage, you can also talk about all possible metrics that the client and his team are aware of. 

Analytics and reporting can sometimes be tricky to understand so you should see how you can integrate your reporting process with their technical expertise. If their mode of analysis is through GA, GTM or any known platforms then you must avoid generating your own report which they won’t understand. This is also the perfect stage to discuss the accounts transfer and ownership. 

“Are there any specific SEO tactics or strategies you've tried in the past that you'd like to continue or avoid?”

This question serves as a window into the client's previous encounters with SEO(s). It can reveal a range of valuable insights such as: 

• What was successful as a strategy and what was not

• If there were any negative experiences

• Their level of SEO knowledge. 

See, it’s a simple game. If the clients say they had success with content marketing but struggled with technical SEO, you can prioritize content creation and optimization while providing additional support and education on technical aspects.

Or, the client had a negative experience with a previous SEO agency that used black hat tactics, you can emphasize your commitment to ethical practices and transparent reporting to reassure them. 

Or, the client is unsure about specific tactics but is eager to learn. You can use this opportunity to educate them on different SEO strategies and how they can benefit their business. This question is a valuable tool for gaining insights into the client's past experiences, thereby tailoring your approach to their needs, and building a strong foundation for a successful SEO partnership.

"If we were to work together, what would your ideal communication look like?"

This question is a crucial step in establishing a clear and effective communication framework that fosters a collaborative and successful working relationship. Some clients may prefer email updates, while others may favor regular phone calls or video conferences. Knowing their preference enables you to tailor your communication style accordingly. Once you have a good grasp of what level of involvement you get from the client, you can ensure smooth communication and build further trust. By understanding and respecting the client's communication preferences, you can set the stage for a smooth and rewarding SEO journey. 

"Is there anything else you'd like to share about your business or goals that we haven't discussed yet?"

This seal dealer is my favorite open-ended question that serves as an invitation for the client to share any additional information or insights that they feel might be relevant to the success of their SEO campaign. I would sincerely advise asking this question at the end because it benefits both you and the client. Both the parties involved can demonstrate a genuine, and shared interest in the project. Additionally, you gain a competitive edge along with building a strong partnership.

Conclusion- Keep them engaged to build a long term relationship 

Asking the right questions is the cornerstone of any successful SEO campaign. It's about more than just gathering information; it's about establishing a clear understanding of your client's business, goals, and expectations. By delving deeper into their motivations and challenges, you can tailor your SEO strategies to deliver tangible results that resonate with their unique needs.

Remember, effective communication and collaboration are essential throughout the entire process. Keep the lines of communication open, be transparent about expectations, and ensure your client feels heard and valued. By building a strong partnership, you'll set the stage for a long-lasting and fruitful SEO journey.

So, the next time you onboard a new SEO client, remember these questions and let them guide you towards a successful and rewarding collaboration.