Posted by BritneyMuller

SEO isn’t all meta labels and content. A massive part of the success you’ll see is tied up in the inevitable business discussions. In this week’s Whiteboard Friday, our tenant expert Britney Muller sauntered us through a bevy of smart tips-off and circumstances that will strengthen your SEO negotiation skills, whether you’re a seasoned pro or a newbie to the practice.

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Video Transcription

Hey, Moz fans. 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 back of SEO. As the majority of members of you are familiar, negotiation is all about leverage.

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 talking here as SEOs resides in the fact that SEO has around 20% more opportunity than both mobile and desktop PPC mixed.

This is a really, really big deal. It’s something that you can showcase. These are the stats to back it up. We will also 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 scrutiny. So potential client, you’re looking to get this deal.

Get “the worlds largest” out of the SEO audit

Highlight the opportunities , not the screw-ups

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

Explain their competitive advantage

I think this is really interesting in many spaces where it is possible kind of say, “Okay, your contestants are here, and you’re currently here and this is why, “and to show them proof. That shapes them feel as though you have a strong understanding of the landscape and can sort of be used to help get there.

Emphasize quick wins

I almost didn’t set this in here because I suppose quick wins is sort of a sketchy term. Essentially, you really do want to showcase what it is you can do rapidly, but you want to …

Under-promise, over-deliver

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

Smart negotiation tactics

Do your research

Know everything you can about this clientPerhaps what deals they’ve had in the past, what bureaux they’ve is cooperating with. You can get all sorts of knowledge about that before entering into negotiation that will really help you.

Prioritize your terms

So all too often, people go into a negotiation seeing 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 point that we can both agree on? ” Really important to be considered as you go in.


This is a very old, funny discussion tactic where when the other side counters, 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 case you can just say, “Nice flinch.” But it does tend to help you get better deals.

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

Use the words “fair” and “comfortable”

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

You want to use these words to throw the other side at ease and to also help bridge that crack where you can come out with a win-win situation.

Never be the key decision maker

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

They are this. You don’t have to be that, and you sort of lose leveraging when you are. When I owned my bureau for six years, I enjoyed not being CEO. I liked having a board of directors that I could reach out to during a negotiation and not being the sole policy makers. Even if you feel that you are the sole decision maker, I know that there are people that are of interest to you and that are looking out for your business that you could contact as sort of a business mentor, and you could use that in mediation. You can use that to help you. Something to be considered.

Tips for negotiation 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 promise any one of you watching this can do it.

Power pose!

I’m not kidding, promise. Some tips-off that I learned, when I had my agency, was to ability pose before negotiations. 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 large-scale speaking gigs, thanks to my gramsy who told me to do this at SMX Advanced like three years ago.

Go ahead and power pose. Feel good. Feel confident. Amp yourself up.

March the walk

You’ve got to when it comes to some of these things and to just feel comfy in that space.

Good> perfect

Know that good is better than perfect. A lot of us are perfectionists, and we just have to execute good. Trying to be perfect will kill us all.

Screw imposter syndrome

Many of the speakers that I go on different meeting circuits with all struggle with this. It’s completely normal, but it’s good to acknowledge that it’s so silly. So to try to take that silly voice out of your brain and start to feel good about the things that you are able to offer.

Take inspiration where you can find it

I highly recommend you check out Brian Tracy’s old-school negotiation podcasts. He has some old-fashioned videos. They’re so good. But he talks about leverage all the time and has two really great lessons that I enjoy so much better. One being jade shopkeepers. So these jade sellers that would take out articles of jade and they are able to watch people’s reactions piece by piece that they brought out.

So they knew what article interested such person or persons “the worlds largest”, and that would be the highest rate. It was brilliant. Then the time constraints is he has an example of people doing business deals in China. When they property, the Chinese would salute them and say, “Oh, can I see your return flight ticket? I merely want to know when you’re leaving.”

They would not make a deal until that last second. The more you know about 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 leverage something like that. Super interesting material.

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 care, and you’re be permitted to prioritize what it is that you can deliver based on where they build “the worlds largest” money off of the products or services that they offer. That is contributing to tie in the ROI of the things that you can accomplish.

Know the order of products/ services that stir them the most money

One real quick lesson was my previous corporation. We worked with plastic surgeons, and we really worked hard to understand that funnel of how people has chosen 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 could optimize for those two things and do very well in their space. So showing that you care, proceeding the extra mile, kind of tying all of these things together, I truly 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 fun topic to embrace.

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

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