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SEO can be a lucrative business, but getting clients in a competitive industry can seem like a daunting task. Interestingly, there are successful SEO professionals who have grown their client base without even having a website. Sam Oh from Ahrefs is a prime example, and in this article, we’ll explore the strategies he used to attract clients, even when his agency didn’t have a website. By applying these tactics, you can build your SEO client base effectively, regardless of your starting point.
1. Form Partnerships with Non-Competing Agencies and Freelancers
One of the most effective ways to secure SEO clients is through partnerships. Sam Oh emphasizes the value of teaming up with other agencies or freelancers in related fields, such as PPC, web design, or social media marketing. The idea is simple: your SEO services can complement their offerings, creating a mutually beneficial relationship where both parties refer clients to each other.
For example, a web design agency may frequently work with businesses looking to improve their website’s visibility. If you specialize in SEO, offering to handle their SEO needs is a win-win. Referring clients to each other not only builds trust but also expands the reach of both businesses.
Marketing conferences are great places to meet potential partners. Sam suggests attending general marketing conferences, where you can meet professionals from various fields. As he mentions, “If you’re a freelancer that focuses on SEO, you might want to go to a general marketing conference to meet web design, social media, and PPC freelancers.” By creating these partnerships, you tap into a steady stream of referrals, which is a passive yet powerful way to grow your client base.
Tip: If you’re still building your network, offer a 10-20% commission on any referrals that lead to a client. This incentivizes partners to send clients your way.
2. Partner with Unrelated Industries
Another powerful strategy is to team up with companies outside the SEO industry that serve your target audience. Sam’s favorite example involves working with business bankers or private lenders. These professionals regularly interact with business owners who might need SEO services but aren’t actively seeking them out.
In this partnership model, the lender or banker can sell a high-level SEO strategy as an upsell, taking a commission for the referral. Once the client is introduced, you can present a detailed SEO plan and transition them to a retainer agreement.
Example: Imagine working with an accountant who serves small businesses. You could collaborate with them by offering SEO services to their clients, allowing you to reach new prospects without any direct marketing.
Partnering with professionals like accountants or corporate lawyers helps you reach clients who might not be actively looking for SEO services but could benefit from them, expanding your network and client base.
3. Speak at Conferences to Showcase Your Expertise
Speaking at conferences is another great way to attract SEO clients. While Sam didn’t speak at conferences during his agency days, he recognizes the missed opportunity. When he later spoke at a conference, he attracted decision-makers from companies with substantial revenue—exactly the type of clients an SEO expert should aim to work with.
Why it works: By presenting valuable insights and establishing your authority, you create an opportunity for people to come to you with job offers or requests for your services. Attendees at these conferences are likely decision-makers, ensuring that the leads you generate are of high quality.
Tip: Apply to speak at conferences that cater to your ideal audience. Don’t just talk about SEO—focus on delivering value. If you present actionable strategies, your reputation will grow, and clients will follow.
4. Inbound Marketing: Leverage Content to Attract Clients
One of the most effective ways to generate leads is through inbound marketing. Sam Oh highlights how Ahrefs, the SEO tool he works for, utilizes content to attract potential clients. By producing SEO-focused content—such as blogs and videos—that answers common questions or provides valuable insights, you not only help educate others but also create trust with potential clients.
For instance, Ahrefs creates content around topics that businesses looking for SEO services might be searching for. Through targeted content, they attract a stream of inbound leads, many of whom reach out for consultations or direct services. This type of organic marketing establishes you as a trusted authority in your field.
If you’re starting from scratch, Sam suggests narrowing your focus to a specific niche. For example, SEO for realtors can be a lucrative niche. Use keyword research tools like Ahrefs to find relevant terms and create content tailored to your niche. By ranking for these specific terms, you attract clients who are looking for exactly what you offer.
5. Apply for Jobs to Convert Companies into Clients
This strategy might sound unconventional, but it works. Sam shared a personal story where he applied for a job at Ahrefs with the intention of converting them into a client. The idea behind this tactic is that job listings often reflect companies’ intentions to bring in-house expertise. If you can sell yourself as an individual candidate, you can use the opportunity to pitch your agency services and convert them into a client.
How it works: In this scenario, you’re applying for a job at a company that might need SEO services. By showcasing your expertise in the interview or application process, you can demonstrate your value and turn that job opportunity into a long-term client relationship.
6. Cold Outreach: Provide Value Without Being Pushy
Cold outreach is a time-tested method for generating leads, but it’s important to approach it strategically. Sam advises against sending generic outreach emails and instead recommends offering value right off the bat. By addressing specific pain points and demonstrating how you can solve them, you increase the chances of securing a client.
For example, a cold outreach email might look like this:
“Hi [Name], I came across your website today and noticed that you’re ranking #33 for a specific keyword. I made a quick video explaining why your top competitors are outranking you, and how you can improve. Would you like to see it?”
This approach adds a personal touch and sets you apart from others who may be sending generic, impersonal emails. Creating videos, offering quick insights, and directly addressing their issues helps build trust and shows you’ve done the work, making it easier for them to say yes.
Tip: Always follow up and be patient. Don’t expect immediate results, but keep offering value, and clients will start to take notice.
Conclusion: Take Action and Build Your Client Base
While there’s no one-size-fits-all solution to getting SEO clients, the strategies Sam Oh shares are effective and practical. Whether through partnerships, content marketing, cold outreach, or even applying for jobs, the key is to offer value and build trust with your target audience.
Remember, SEO is a long-term game. Stay consistent, focus on demonstrating your expertise, and be patient. As Sam says, “Keep grinding away, find creative ways to find prospects, and the clients will come.”
So, whether you’re just starting or looking to grow your existing SEO business, these strategies can help you attract clients, even without a website. Apply them, and watch your client base expand!
