As SEO professionals, we’re expected to have a solid understanding of our trade and to communicate our knowledge clearly and professionally with our clients. However, I believe our expectations should be raised to a level similar to the fiduciary responsibility upheld by certain financial professionals. This approach could enhance our industry, helping us build greater trust while better serving our clients.
### Never Intentionally Put Clients at Risk
Marketing requires us to constantly evaluate risk vs. reward, especially in search engine optimization where algorithms frequently change. Tactics that were acceptable a few years ago might result in penalties today. Beyond these algorithm changes, I’m a proponent of white-hat SEO because it provides a sustainable foundation for success, as opposed to the churn-and-burn approach required with black-hat SEO. Sometimes, clients may insist on harmful tactics due to misinformation or because they have little to lose. Regardless, it’s our duty as professionals to avoid putting our clients at risk and to educate them so they don’t make unwise decisions on their own. Much like the medical profession’s Hippocratic Oath, our primary obligation should be to do no harm to our clients’ websites.
### Work with Absolute Transparency in All Matters
I recently spoke with a potential client who was unhappy with the previous SEO company’s results because they claimed their techniques were proprietary. Experienced SEO professionals know there are no “proprietary SEO techniques” since modern SEO is based on three components: technical SEO (on-site), original high-quality content, and editorial links from relevant sites. There are no secret methods, and anyone claiming otherwise is misleading clients. Our work has a lasting impact on a client’s website, so they have the right to know exactly what we’re doing on their behalf. Some worry that if clients understand the process, they might attempt it themselves. If that’s a concern, then you’re not providing enough value in the relationship. Clients hire us because we can see and achieve things they can’t, often due to their own time constraints and lack of specialized skills.
### Ensure that the Client Owns Their Properties, Content, and Data
About a year ago, I helped migrate clients from a small web design agency that closed down in Tampa. I discovered an issue prevalent in our industry: agencies setting up digital assets under their own accounts. These assets can include domain registrations, hosting accounts, analytics, webmaster tools, social media profiles, and PPC accounts. This poses significant risk to clients. Had the designer vanished, these clients would have been forced to rebuild their digital brands from scratch. Accounts should always be set up in the client’s name, with full access provided to them, while additional users can be added as needed.
### Work with Specialists When Necessary
A true professional knows when something is beyond their expertise and seeks assistance from a more qualified specialist. This humility is common among the brightest minds, who often seek advice from experts with different specializations. Many proficient SEO practitioners focus on specific aspects of search, leading to strengths in one area but weaknesses in others. This is acceptable because we can rely on other professionals for their specialized knowledge. Although this might add costs for the client, it’s our responsibility to convince them of the necessity to produce the best possible results with minimal risk.
