Links are important
We know this. If you need a quick remider why, take a look at this guide written by Paddy Moogan for Moz.
Whenever I am tasked with starting on a link development campaign for a client, I’ve found I get things done much more quickly, and get a much better ROI for clients, if I get to have a good old chinwag with them first; ideally face to face and with a nice cuppa and small pastry selection.
With that in mind, I thought I’d share a little ‘checklist’ for some of the questions I like to ask.
I start by running through some very general stuff. This allows me to compile a ‘client fact sheet’, which will be an at a glance document that I can read to refresh and re-familiarise myself with the client’s products and services, which will be particularly useful if I‘m dipping in and out of the project on a monthly basis. I’ve also found this to be super helpful in an agency environment, as the same overview can be passed between different teams who have responsibility for that client.
Your starter for 10
• Client overview: full name of business, number of years in business, industry type and other pertinent details
• Main contact names and contact details
• Some history and background, description of product(s) and / or service(s)
• What are your USPs? What makes you unique and / or different to your competitors?
• Who are your primary and secondary markets?
• Who are you audiences? If the customer hasn’t already worked on their marketing personas I’ll often work on some quick personas, using this Kick Point post to guide me
• Who do you consider to be your competitors – both offline and online?
• What social media presences do you have? How active are you in these places?
If I know I’ll also be working on a Local SEO strategy, I’ll make sure that we’ve confirmed a consistent address, phone number and contact details in order to make sure that I’m building a consistent citation footprint.
Ok, on with the questions, mmmm, pass the macaroons.