27 Must Ask Questions for New SEO Clients

There is nothing extra thrilling than bringing on a brand new SEO shopper. However, to get your new relationship off to the fitting begin, it’s essential to ask the fitting questions and get important info.

The following 27 questions are my favourite to ask any new shopper to verify I’ve a clean onboarding course of and am set as much as enhance ROI and meet their enterprise goals.

Each query has been damaged down into the next classes:

  • Implementation.
  • Access.
  • (*27*).
  • Goals and Objectives.
  • Challenges.
  • Team.
  • History.


One of the most important points going through the SEO business is the implementation of SEO suggestions, particularly when a shopper expects to see outcomes and has solely applied a fraction of your suggestions.

Questions to ask:

1. Do you have got the assets to implement adjustments into the CMS and make any technical adjustments to the positioning?

Also ask what the CMS is able to (i.e., altering web page titles, including canonicals, and many others.)


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If your shopper doesn’t have the assets in-house or by means of a 3rd occasion to make these adjustments, your company or in-house group can do it for them if in case you have related expertise and expertise. Most businesses don’t need to contact something code-related as a result of legal responsibility causes.

2. What are the roles and duties for this engagement?

Always state and doc who’s doing what and the way tickets are being tracked, like by means of a mission administration system similar to Jira.

3. Where do you favor we retailer paperwork?

Managing a shopper relationship by means of electronic mail could be powerful and trigger issues to fall by means of the cracks.

Having a central location to retailer paperwork can preserve every little thing organized and assist everybody discover info rapidly and simply.


Getting entry to your shopper’s knowledge is vital to establishing your SEO technique, together with establishing reporting, conducting a website overview, and analyzing efficiency over time.

The inquiries to ask listed here are:

4. Can we get entry to your Google Analytics, Search Console, and Google Ads accounts to share learnings and efficiencies between paid and natural search?

5. Can we get entry to the content material calendar?

You’ll need to overview upcoming duties, log recordsdata, and any mission administration system the shopper makes use of to trace tasks.


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6. Do you have got an SEO platform?

Find out – in the event that they do, get entry to that as effectively.

7. Can we get entry to another paperwork?

If the shopper has any previous quarterly enterprise evaluations (QBRs), technique paperwork, open and closed technical tickets, and a log of any technical adjustments to the positioning over the previous couple of years, it could be a good suggestion to ask for entry to that, too.

Goals & Objectives

This is fairly easy. Simply ask the shopper:

8. What are your targets and goals?

Always ask for specifics like:

  • Traffic numbers.
  • Conversions.
  • Revenue.
  • Rankings.
  • How the shopper will decide the success of this engagement.

This is without doubt one of the most crucial questions you’ll want to ask to ensure you and your group perceive what the shopper hopes to perform.

Knowing what the shopper desires will assist your company or model put collectively a method for success.

If the aim is to drive extra site visitors and leads by 25%, for instance, then it’s essential to do your due diligence to get your shopper to succeed in that aim, or else you would possibly end up on the chopping block.


Setting up an SEO technique helps the shopper perceive what the plan of assault is to fulfill their key efficiency indicators.

That’s why probably the most vital questions I all the time ask is round key phrases:

9. What key phrases are vital for your model to rank on and drive enterprise worth?

Sometimes what the shopper thinks are vital key phrases end up to not be that vital – or they haven’t any search quantity.

Once you conduct your key phrase analysis or take a look at historic knowledge, you could find out what has labored and what doesn’t work.

Some different nice inquiries to ask:

10. What processes do you have got in place together with your former company that you just want to proceed and what would you want to vary?

This provides the shopper an opportunity to open up about what works for them and what they had been pleased with, in addition to what they didn’t like, which can assist you keep away from the identical errors your predecessor made.


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11. Who are your high opponents?

It’s vital to get clarification in your shopper’s high opponents. This permits you to overview their websites, visibility, hyperlinks, social presence, web page velocity, and many others., to see why opponents could also be beating your shopper.

It additionally provides perception into another techniques which may have been profitable for them that your shopper might additionally profit from.

Here are some further inquiries to ask about technique:

  1. What are an important services and products and what’s your worth proposition?
  2. Are there any code freezes that happen at one level within the 12 months?
  3. What sections of the positioning are an important?
  4. What are your high enterprise initiatives within the subsequent 90 days?
  5. What is your course of for including new content material and the way lengthy does it usually take?
  6. Brand versus non-brand protection – which is extra vital?
  7. Do you have got another domains? This is an oldie however goodie. Sometimes you could discover purchasers have duplicate domains with the identical content material or different domains, which make nice linking companions.
  8. Who is your goal market and best viewers? Having the shopper clarify their goal market and best viewers can assist you together with your SEO technique, too. For instance, let’s say you have got a small financial institution that solely operates in Texas. Getting this info is essential as a result of it could possibly allow you to deal with the fitting methods, similar to native search, and many others.
  9. What are your key efficiency indicators? Is it to drive incremental site visitors month over month and 12 months over 12 months? What are the primary conversion factors (e.g., brochure downloads, free trials, e-newsletter sign-ups, type submits, or one thing else)?


Always ask:

21. What are your greatest challenges?

Asking about what challenges the shopper faces will give them an opportunity to open up about identified points.

For instance, let’s say the shopper has a problem getting 5 pages of content material permitted in below two months.

If content material is what’s going to transfer the needle, then you definitely and the shopper must see what the bottlenecks are and give you options to streamline the method to get permitted faster.


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Always ask the shopper:

22. What are the roles and duties for your group?

Getting to know everybody’s roles and duties is essential to figuring out who the primary group members are and what their roles and duties are.

This can also be vital so it’s clear who to escalate points to if there are any issues.

Putting collectively a roles and duties matrix is important.

Also ask the shopper:

23. How do you need to talk?

Is it through Slack, Teams, telephone calls, or in-person conferences? And how usually do you need to have conferences?


Knowing the historical past of what was carried out to the positioning is extraordinarily vital. Some of an important inquiries to ask:

  1. Has your website ever been penalized by an algorithm replace? If the reply is sure, discover out which one(s) and when.
  2. Are you planning on doing a redesign, migration, or re-platforming within the subsequent 12 months? Getting solutions to this query will assist with planning and preserving some hours to work with the group.
  3. Have you ever bought any paid hyperlinks or been a part of any hyperlink schemes?
  4. How do you get keyword-level knowledge on the conversion and site visitors stage? This is essential to discovering out how they’re taking a look at conversions from natural search and seeing what key phrases convert. If you have got your personal answer round this, nice. But you can too depend on estimations from third-party instruments.

Wrapping Up

Asking the fitting questions is essential to getting a agency understanding of your purchasers’ targets, in addition to what has been carried out up to now, how they need to talk, and signing off in your SEO technique.


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In flip, it is going to assist your group or model put collectively a rewarding expertise and construct a relationship that may final for years.

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