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How to Get SEO Clients With Data-Driven Outreach

9 minute read

If you are an SEO agency or consultant prospecting for new clients, this post will take you through a step-by-step workflow for how to get SEO clients. As a bonus, we’ve included outreach email templates to help you close more deals using highly customized and compelling pitches.

Your success in winning new SEO clients depends on these two critical steps:

  1. Finding highly qualified prospects
  2. Making your pitch impossible to ignore

In the steps below, we will show you how to get SEO clients who are a perfect fit for your agency’s area of expertise. And we’ll help you zero in on the prospects who have the highest likelihood to hire you. Then, we’ll help you uncover the low-hanging fruit growth opportunities that you can propose to the prospect.

How to Get SEO Clients in 2 Steps

1. Find Highly Qualified SEO Prospects in Your Industry

First, let’s define what a “highly qualified” prospect is. Your ideal SEO client should be someone who has some amount of success in organic search but is not yet the leader among their competitors. If they are already at the top of search engine results pages (SERPs), then they probably don’t need your help. Reaching out to them will be a fruitless effort. If they are not in the SERPs at all for many relevant keywords, they might not be ready to invest in an SEO strategy. You might spend countless unbillable hours educating them about SEO before you can even start to sell them on your agency.

Takeaway: Look for prospects who have started to invest in SEO. This is a sign that they value SEO as a strategy and might be willing to invest even more in it. Perhaps they just need a little help – your help – to move up in the SERPs.

When finding SEO clients, it’s important to focus on prospects in an industry you have experience and success in. This will make it easier to earn their trust. By sharing your past success stories that are relevant to them, you will make it easy for them to envision how you might help and the positive results you’d generate.

Takeaway: Leverage your past success stories to find and convince similar SEO clients that you can do the same for them.

1. Start by identifying a keyword in the industry you serve and would like to target. For example, an SEO agency that serves B2B software companies may choose the term “document management software.” You’ll use this term to look for sites that are not at the top of SERPs but, with a little help, can get there.

2. Enter the term into Alexa’s Keyword Share of Voice Tool. Share of Voice (SOV) is the percentage of exposure a brand gets for a particular keyword. When you enter the term into the tool, you will see the brands that have the highest SOV at the top of the list. These sites likely don’t need your services, as they are already performing well. But the sites that appear in the range of roughly number 10-30 on the list may be ideal clients.

find qualified seo prospects

3. Browse through the list to find sites that could be ideal clients. These sites aren’t already at the top, but they show potential. They have a fighting chance of getting more SOV and traffic for the keyword if they invest in the effort. To get additional information and learn more about a site, view their Site Keywords and note how much of their organic traffic is coming from those keywords.

research how to get seo clients

How important is the keyword to their organic traffic? Also, note what SOV they have for that keyword. Is it the biggest traffic driver, yet their SOV is small compared to the top site in the keyword SOV list? All of this information helps you as you learn how to get SEO clients, because it allows you to see if the client has potential to improve their SEO, and, therefore, be an ideal client for your agency.

get SEO clients

For example, maxxvault.com might be an ideal client because they get 17.40% of their organic traffic from one keyword – “document management software” – which is the keyword that drives the most organic traffic to their site. Yet, they only have 1.63% SOV for that keyword compared to the No. 1 site that gets 28.8% SOV (which you can see on the Alexa Share of Voice report).

4. Once you identify one ideal prospect, you can expand your outreach list using Alexa. Repeat steps 2 and 3 and save all sites that look interesting by clicking the star.

how to get seo clients

Enter any of the sites you found into Alexa’s Audience Overlap Tool to find similar sites that may also be good candidates for your SEO outreach efforts. Build your SEO clients list by selecting relevant sites and saving them to a list. That way you can go back and pull data for each site as you fill in the outreach email templates.

build SEO clients list

2. Prepare a Pitch They Can’t Ignore

Once you have gone through the client prospecting process, the next lesson in how to get SEO clients is putting together outreach emails.

Use one of the email templates below that proposes an opportunity for the prospect’s site.

Support your pitch with SEO data about their site and graphics to illustrate key points. Use Alexa tools to find data and take screenshots to add visual interest to the proposal. The more personalized insight you can provide, the more you will stand out from the competition.

To make your SEO client outreach emails convincing, include a case study that shows the results you’ve achieved for similar clients. This shows the client that your experience is backed up by proven results – improving the chances that they will respond to your outreach.

Finally, end the email with a call to action to schedule a call to review the information.

Grow Your SEO Clients List Using a Data-Driven Pitch

Every prospect has an opportunity to improve in some way. You just have to surface the data that proves it.  Below are a few opportunities you can uncover using Alexa data followed by the corresponding email templates to help you pitch those opportunities.

Every prospect has an opportunity to improve. You just have to surface the data to prove it. Click To Tweet

Pitch No. 1: Highlight Opportunities to Improve Share of Voice

Show potential clients the difference between their Share of Voice versus the top competitors for an important keyword. From Site Keywords, find a term that looks important to the prospect’s site.Then run a Keyword Share of Voice report to find out how much SOV they are leaving on the table.

opportunity to improve share of voice

In your email, incorporate the data you found from Site Keywords about how much traffic the target keyword already drives to their site. Point out that with a higher share of voice, they could attract even more traffic for that term. This reinforces that you already understand what keywords are important to the prospect.

site keywords share of voice

Here is a template email you could send to maxxvault.com based on their opportunity to improve share of voice. To create an email for one of your potential SEO clients, change out the information in brackets.

Hi [NAME],

I noticed that [maxxvault.com] is getting good organic traffic for the term “[document management software].” According to Alexa.com’s estimates, it drives the most organic traffic to your site for all your keywords. [17.4%] of your organic search traffic comes from that keyword.

I also saw that you currently only have [1.63%] share of voice for that keyword compared to the [29.83%] share of voice that the top site for that keyword gets. With such a high-volume topic, there is a lot more traffic you could be getting for it. 

prospect share of voice opportunity

You can get this screenshot by using the Keyword Share of Voice report.

I have a few ideas that could help you capture a greater share of voice for “[document management software].”

I’ve successfully helped other sites in the B2B software industry increase their share of voice and drive more organic traffic. I’ve attached a case study that I think is relevant to you.

Do you have 30 minutes to talk through these ideas this week?

Cheers,

[NAME]

Pitch No. 2: Highlight Missed Keyword Opportunities

Another way to get SEO clients is to show them what their keyword gaps are and how you can help them fill those gaps. Using Alexa’s Competitive Keyword Matrix, you can uncover keywords your potential client is missing in their strategy.

Take a tour of the Competitor Keyword Matrix now »

Starting with the Audience Overlap Tool, input your prospect’s site to find sites that share an audience with them. Select up to 10 sites, including the prospect site, and run a Competitive Keyword Matrix report for the group of sites.

prospect keyword competition

Once the report populates, filter the report by organic keyword gaps for the prospect’s site.

prospect organic keyword opportunities

Note the SEO keywords that look interesting that the site is not getting traffic for, and find a few surprise keywords the client might not have thought of. The Keyword Clusters view can help you uncover unexpected keyword themes. Report what you find in the client outreach email template. 

SEO client keyword data

Hi [NAME],

I noticed that [maxxvault.com] is getting good organic traffic for the term “[document management software].” According to Alexa.com’s estimates, it drives the most organic traffic to your site for all your keywords.

I have ideas for capturing traffic for additional keywords that are related to your industry and popular among your target audience. You are currently missing these keywords, and they could provide high-quality, relevant traffic to your site. They include “[client document management],” “[property management software documentation],” “[hr document best practices],” and more.

My goal would be to increase your share of voice among your top organic search competitors. Currently, you have [6.5%] share of voice in organic search compared to these sites shown below.

SEO client share of voice

You can get this screenshot by using the Competitor Keyword Matrix report and entering the target site along with a few of their competitors.

I’ve successfully helped other sites in the B2B software industry increase their share of voice and drive more organic traffic. I’ve attached a case study that I think is relevant to you.

Do you have 30 minutes to talk through these ideas this week?

Cheers,

[NAME]

find content ideas tour

Pitch No. 3: Highlight Untapped Link Building Opportunities

Another way to get SEO clients is to show them how you can help them improve their inbound link profile. Use Alexa’s Competitor Backlink Checker to uncover gaps and underperformance in their link profile compared to their competitors. (Reminder: In pitch No. 2, we showed you how to use Audience Overlap to find your prospect’s top competitors to use for this analysis.)

Find backlinks to your prospect’s competitors that your prospect does not have. If the competitors have more links than the prospect, let them know that in your email. For example, if the prospect only has 500 backlinks, but their competitors have an average of 2,000 – let the client know they need backlinks to build authority and be competitive.

Hi [NAME],

I noticed that [maxxvault.com] is getting good organic traffic for the term “[document management software].” According to Alexa.com’s estimates, it drives the most organic traffic to your site for all your keywords.

You could drive even more traffic to your site for that keyword and other related industry terms if you improve your site’s authority. To do this, you must increase the size of your site’s backlink portfolio. According to Alexa.com, your site has [118] sites linking in, while your top competitors have an average of [182]. I see that your competitors have received links to sites that your brand has not – some of which include: [stuffgate.com] and [websitelists.in].  

SEO client backlink opportunities

You can get this screenshot by using the Competitor Backlink Checker and adding your target site along with a few of their competitors.

I have ideas to help you earn links on the sites that are already linking to your competitors – which will help boost your online authority and search rankings.

I’ve successfully helped other sites in the B2B software industry increase their share of voice and drive more organic traffic. I’ve attached a case study that I think is relevant to you.

Do you have 30 minutes to talk through these ideas this week?

Cheers,

[NAME]

Pitch No. 4: Highlight Fixes to Technical SEO Problems

Agencies that specialize in technical SEO services can also use Alexa SEO Tools to uncover opportunities for their prospects and show the value of their SEO services.

Using the SEO Audit Tool, run a report on a potential client site to discover optimization opportunities that you can mention in the email. The report produces a full list of action items to improve the site’s visibility in search. You can copy these tips and put them in the email.

get SEO clients site audit

You can even pull specific numbers from the report to let the client know exactly what is wrong with their site. Or you can provide a graded report that shows the status of their site.

SEO audit for new clients

Hi [NAME],

I noticed that [maxxvault.com] is getting good organic traffic for the term “[document management software].” According to Alexa.com’s estimates, it drives the most organic traffic to your site for all your keywords.

You could drive even more traffic to your site for that keyword and other related industry terms if you improved some technical SEO elements on your site. I noticed that you could make some improvements to help your site appear higher in search rankings. Some of these changes include:

-Fix broken anchor text links – your site has 10 broken links. For example, on [insert specific page], the link to [insert specific link] is broken.

-Give each page a unique title tag – your site has over 300 pages with similar title tags. For example, the same title tag is used on [insert specific page] and [insert specific page].

-Fix search crawler errors – your site has nine pages with crawler errors. For example, [insert specific page] has [insert specific error]  

-Resolve 301 redirect errors – (your site has 40 redirect pages).

My goal would be to optimize your site, so it appears higher in search rankings, and increase your organic share of voice. As you can see in the screenshot below, your website has a much smaller organic share of voice compared to your competitors.  

SEO client share of voice

You can get this screenshot by using the Competitor Keyword Matrix report and entering the target site along with a few of their competitors.

I’ve successfully helped other sites in the B2B software industry increase their share of voice and drive more organic traffic. I’ve attached a case study that I think is relevant to you.

Do you have 30 minutes to talk through these ideas this week?

Cheers,

[NAME]

How to Get SEO Clients and Grow Your Agency

Getting more SEO clients is fast and easy when you have Alexa’s Agency Plan to help you quickly find qualified prospects and uncover opportunities for them in a matter of minutes.  Use the insights you find in Alexa and the email templates above to create customized and personalized outreach emails that will help you win more SEO clients.

This personalized approach will help you stand out from the generic emails your competitors send and give clients the data-driven proof they need to trust your agency, knowledge of the industry, and the power of well-formed SEO strategies.

To improve your process for how to get SEO clients and deliver impressive results for all your clients, sign up for a free trial of Alexa’s Agency Plan

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How to Get SEO Clients With Data-Driven Outreach