The key to successful partnerships in SEO

Jack and Jessica discuss their experience of working with clients together, and Jessica highlights key traits that help partnerships run more smoothly: specialists being open to business context and client partners trusting specialist expertise, with mutual respect as the foundation.

Jessica explains how client partners define success, translate work into business impact, manage resources and expectations, and nurture trust through onboarding and ongoing check-ins.

• Website: https://withcandour.co.uk/about/team/jessica-bettis 

• LinkedIn: https://www.linkedin.com/in/jessica-bettis/ 

• Brave Futures: https://bravefutures.org/
  

In agency settings, it’s crucial to align the right team members with clients to match both skill sets and personalities.

This alignment ensures that both the client’s needs and the agency’s capabilities are in sync, streamlining communication and execution.

A recurring theme is the necessity for clear communication.

Regular pre-call meetings and informal check-ins are recommended to align team members on client expectations and progress.

Such practices foster an environment where everyone remains informed and prepared, strengthening the overall collaboration.

Managing expectations is critical, especially during the initial stages of a client partnership.

The first three to six months are particularly delicate, as this is when churn is most likely if expectations don't align with deliverables.

Part of the onboarding process involves understanding a client's full business context, including potential bottlenecks and other marketing activities.

Questions about previous agency experiences, resource availability, and internal processes help uncover potential challenges early on.

The ongoing education and upskilling of client teams can enhance partnerships.

Educating clients about SEO processes and strategies can foster a more collaborative and effective working relationship.

Jessica recommends a simple, actionable step for both client partners and specialists:

Dedicate ten minutes before important meetings to share perspectives and information with your teammates.

This small change helps to encourage and align communication.

The conversation wraps up with emphasis on appreciating diverse roles within the agency and the value of informal interactions, which often prove just as essential as structured meetings in building rapport and understanding client needs.