SEO is more important than ever, but it's not just meta tags and content. Much of the success you will see is related to the inevitable business negotiations. In this helpful whiteboard Friday from August 2018, our resident expert Britney Muller will guide us through a series of intelligent tips and considerations that will strengthen your SEO negotiation skills, regardless of whether you are an experienced professional or a newcomer to the field.

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Video transcription

Hey Moz fans. Welcome to another edition of Whiteboard Friday. So today we're going through all the SEO negotiations and starting to look at the business side of SEO. As most of you know, negotiations are all about leverage.

It is what you have to offer and what the other side wants to gain and use throughout the process. Something you can safely talk about as SEOs is the fact that SEO offers about 20 times more options than mobile and desktop PPC combined.

It’s a really, really big deal. It is something that you can present. These are the statistics to back it up. We will also refer to the research below. It's a good thing that you somehow have it in your back pocket. Apart from that, of course you have your exam. Potential customer, you want to get this deal.

Get the most out of the SEO audit

☑ Mark the possibilities, not the mistakes

You're going to do an audit, and something I've always suggested is, rather than highlighting the things that the potential customer did wrong or screwed up, to really highlight those opportunities. Start getting them excited about what their website is capable of and can help you with. I think that casts a really positive light and moves you in the right direction.

☑ Explain your competitive advantage

I think that's really interesting in a lot of areas where you can say, "Okay, your competitors are here and you are here, and therefore," and to show them evidence. This gives them the feeling that you have a strong understanding of the landscape and can somehow help them get there.

☑ Emphasize quick wins

I almost didn't include this because I think quick wins are a kind of sketchy term. In essence, you really want to show what you can do quickly, but you want …

☑ sub-promise, tradition

You don't want to lose a prospect's trust or credibility by over-promising something you can't deliver. Go to the right start. Sub-promise, lore.

Intelligent negotiation tactics

☑ Research

Know everything you can know about this customer. Perhaps what business they have done in the past, which agencies they have worked with. You can get all kinds of knowledge about it before you start negotiations that really help you.

☑ Prioritize your conditions

Too often people negotiate about me, me, me, me, when you really have to think about it, "Well, what am I willing to lose? What can I give up to reach a point that we both can agree on? be? "It's really important to think about it when you go in.

☑ twitch!

This is a very old, fun negotiating tactic that makes you flinch when the other side counters. You do it like a twitch and say, "Oh, is that the best thing you can do?" It's super stupid. It could be used against you. In that case, you can just say, "Nice twitch." But it usually helps you get better deals.

So take that with a grain of salt. But I look forward to your feedback below. Its so funny.

☑ Use the words "fair" and "comfortable"

The words "fair" and "comfortable" work really well in negotiations. These words are undeniable. You can't argue with fair. "I want to do what is comfortable for both of us. I want both of us to achieve fair conditions."

You want to use these terms to calm the other side and to close this gap where you can create a win-win situation.

☑ Never be the main decision maker

I see it all too often when people go out alone and immediately on their business cards and in their head and email they are the CEO.

They are. You don't have to be, and you somehow lose leverage when you are. When I owned my agency for six years, I didn't like being a CEO. I liked having a board that I could reach during a negotiation that wasn't the only decision maker. Even if you feel like you're the only decision maker, I know that there are people who care about you and are looking for your company that you can turn to as a kind of business mentor and that you use in negotiations can. You can use that to help you. Something to think about.

Tips for newcomers to negotiations

For the newbies, many of you are probably saying, "I can never go alone. I can never do these things." I come from Northern Minnesota. It has been very uncomfortable for me to talk about money for any kind of business my whole life. If I could, I promise that any of you who see this can do it.

☑ Power pose!

I'm not kidding, I promise. Some tips I learned when I had my agency were to get to power before negotiations. So there is a great TED talk about it that we can refer to below. I do this before most of my big gigs, thanks to Mike Ramsey, who told me 3 years ago to do it at SMX Advanced.

Go ahead and do a power pose. Feel well. Feel confident. Amp up.

☑ Go the way

When it comes to some of these things, you just have to feel comfortable in this room.

☑ Good> perfect

Know that good is better than perfect. Many of us are perfectionists and we only have to do good. Trying to be perfect is killing us all.

☑ screw imposter syndrome

Many of the speakers that I attend on various conference circles struggle with. It's perfectly normal, but it's good to recognize that it's so stupid. So try to take that stupid voice out of your head and feel good about the things you can offer.

Get inspired where you can find it

I strongly recommend you watch Brian Tracy's old school negotiation podcasts. He has some old videos. You are so good. But he talks about leverage all the time and has two really great examples that I love so much. One of them are jade traders. So those jade traders who took out jade pieces and watched bit by bit the reactions of the people who brought them out.

So you knew which piece that person was most interested in, and that would be the higher price. It was brilliant. Then the time is limited, he has an example of people doing business in China. When they landed, the Chinese greeted them and said, "Oh, can I see your return flight ticket? I just want to know when you're leaving."

You wouldn't make a deal until that last second. The more you know about some of these lever tactics, the more you can be aware of them when they are used against you or when you use them. Super interesting stuff.

Take the time to get to know your business

☑ Integrate ROI

At the end, really take your time to get to know someone's business. It just shows that you care and you can prioritize what you can deliver based on where you make the most money with the products or services offered. This helps you tie in the ROI of things you can accomplish.

☑ Know the order of the products / services that make the most money

A very quick example was my previous company. We worked with plastic surgeons and we worked really hard to understand how people choose to vote. There were two things that mattered.

It was before and after photos and price. So we knew that we could optimize for these two things and do very well in their space. So I hope it helps you to show that it is important to you to go the extra mile and connect all of these things together. I look forward to the feedback below. I know this was a slightly different whiteboard Friday, but I thought it would be a fun topic to cover.

Thank you for joining me on this issue of Whiteboard Friday. I will see you all soon. Bye.

Video transcription from

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