March 1, 2021

#9 – SEO Strategy w/ Danielle Fauteaux

#9 – SEO Strategy w/ Danielle Fauteaux

ABOUT
In this episode, Danielle Fauteaux and I talk about the intersection between UX design and SEO,  how to communicate expectations with clients, and how to foster solid relationships in your network that will help you grow your business. 

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https://www.linkedin.com/in/danielle-f-47a18aab/

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ABOUT
I'm Ed Orozco. I help UX agencies become more profitable by better pricing their services, streamlining their processes, and selling their expertise. 

Resources on growing your design agency 
https://www.edorozco.com/

Support the show (https://www.patreon.com/edorozco)

Transcript
Ed Orozco:

Welcome, everyone to another episode of growing

Danielle Fauteaux:

Yeah, thanks. And thanks for having me on. So

Ed Orozco:

Awesome. The reason I wanted to speak with Danielle sort of like expand their circle of competence in that way. So And I know that you just started at megabyte us the director of

Danielle Fauteaux:

Sure. So in my role at Manor buy, and you I'm doing with manna bite as well, helping them grow, helping

Ed Orozco:

Awesome. I think we're gonna talk a little bit

Danielle Fauteaux:

Yeah.

Ed Orozco:

But let's start first by discussing a little bit of

Danielle Fauteaux:

Absolutely. SEO is super important. It's the factors going into it, they're boiling that down to is information is, you know, ranked accordingly, has changed. And as you're going to be much more successful in your SEO strategy.

Ed Orozco:

So. Um, so it's all about engagement. And it's all

Danielle Fauteaux:

That's how I see it for sure. When you're there's that higher paid time on page, when they're submitting is usually much higher on those kinds of pages, assuming that

Ed Orozco:

That's very interesting. So there is data to

Danielle Fauteaux:

There is it's been really interesting to see the same thing that they were doing before. Now, people are

Ed Orozco:

That's very cool. So there, that's something to keep So for your clients, of course, is a good thing to rank higher. Now, I know that there's a couple of terms that I think are

Danielle Fauteaux:

Absolutely. So web designers, UX designers, technical SEO side of things is, okay, how do we set up the imagery so that it's contributing to the SEO value of the path of their buyers journey? Those are technical SEO sure that you have someone on your team that's really asking? How can we answer that on this page? when they're in like this? What kind of questions and information are me? What What is the team? Like? What are their qualifications?

Ed Orozco:

Gotcha. So there's a term in user experience design usefulness of that software product for the user. Would that

Danielle Fauteaux:

I would ascribe that kind of as a gray sure that you're enabling the structure to help it the page that's answering the question. So where you're placing the

Ed Orozco:

Yeah, that's that's actually very interesting. I It's actually you know, a lot more complex than just deciding

Danielle Fauteaux:

Absolutely.

Ed Orozco:

You mentioned something you. You also

Danielle Fauteaux:

Yeah. So I would say user intent kind of you want to lump that into one category, you've got all of all about answering the questions and engaging them with

Ed Orozco:

Is there a way for us to determine in which stage of

Danielle Fauteaux:

There are some guidelines? I would say? But there are some guidelines. So when I'm looking at content, of the demographic, the target audience that we're trying to writing content around that, and enhancing their user experience competitors, or whether that be even looking at different kinds for example, say you're looking to move your elderly mom into a up my job and spend time away from my family? Do I look at doing. So if your client is a retirement community, obviously, traffic and lanes, you need to consider the other options that you're telling them what to expect when they're working with they can move forward with confidence.

Ed Orozco:

Right? So you sort of know, depending on what the interest to your sales funnel that you should be optimizing

Danielle Fauteaux:

Absolutely. So when you're doing you know something, they're going to use phrases like, Where can I get or they're asking questions to inform their decision. So how near me, you know, that would also be one that fits more in your solution. So you're looking at questions that are most and trying to really know who is my target buyer? and What kinds of

Ed Orozco:

Yeah, yeah, it's very, very helpful. Um, I added, completely different thing, or I would do you know, situation a it. But I guess also, they're more interested in buying it, if

Danielle Fauteaux:

Absolutely. And on that same on that same that they can make the best decision possible for them.

Ed Orozco:

Okay, so that's something that's definitely There's also the concept of local SEO, which is, how do we noise? If you have a low if you have if you're a local business, Absolutely. I think the biggest way Well, I think there's you You are the one who knows everything about whatever city in these areas, but we've refined it down because either well, I could serve someone in this city or this state or this this is one of your soap boxes of making sure that people know Absolutely. So I always recommend for smaller to medium services is online, you could be tempted to just sell to you offer, or the specific problem that you solve. But with a few people in, in, in close proximity to each other, start to be known in that particular geographic area. So because that's another very important variable that you want to specialize on. So this actually brings us to marketing, and sort of like growing along your client, as

Danielle Fauteaux:

Absolutely. So a lot of things can scale. launch, while you can scale your you know, your ad strategy and to value those relationships, to value going out and just talking because you're a human being and I value you. So when you're like, what's keeping you up at night, and it may have someone who can actually enable solutions for people beyond

Ed Orozco:

Right? If you if you do that, and on top of that you transactions, like you mentioned. That's gonna scare liking you. They're going to start trusting you. Okay, so you talked about like scaling, there's only so many when you just start your agency, or working as a solo consultant,

Danielle Fauteaux:

Mm hmm. Those are super pivotal moments for an we're doing anything yet. But I'm pretty sure we will. So let the people that that are coming back to you for things, they timelines, I'm getting content back from them, and reaching out operations. That's our focus. They hired us because of that, need before they ask for it. They're going to have a moment inviting people to use your services as well. Because gosh, you need to go talk to so and so because they they can

Ed Orozco:

Yeah, you have to make sure that the first time in the line by recommending you.

Danielle Fauteaux:

Absolutely, they gave you a gift. I mean, and it's the ugliest sweater you've ever seen. I bet 90% of into your business as well.

Ed Orozco:

Yeah, and I don't think they're gonna give you an

Danielle Fauteaux:

Yeah, well, those are tough, because again, who just found you organically or from social media, or that something similar, if not even better. So going that extra mile is a totally different interpretation of the same

Ed Orozco:

Yeah, so something that I recommend that every do this? Do we have the technology or to know how to this person really hard to work with? Is this person going to be No, just say, I'm sorry, I don't think we're going to be the respecting my process. And that our process is the only way we you that that's going to be the best for all three parties sort of, because you're not making them waste time, and stress to you and your team. And he's going to take up your time

Danielle Fauteaux:

I mean, it's two letters. And it can both experience, then saying no, is the best thing that you can do. peril, like, Okay, what am I going to do, I thought you're So maybe have something like that on hand. And if you're bad referrals, then something's wrong with that system. And

Ed Orozco:

Yeah, you made me think of a conversation I had on promoting yourself, what's your message and tweak it so that you

Danielle Fauteaux:

Absolutely.

Ed Orozco:

Talking about bad clients. I want to talk a little not clear that the client is obviously expecting something

Danielle Fauteaux:

Scope creep is one of my soapboxes, for I think the the biggest, I'll stick with two things for now, I syndrome, we're more willing to just say yes, and to bend the in any situation, asking a follow up question, like you get And what that tells you is a lot of the fires that they're trying like. So you can do that. Another thing you can do is, make it happen type of a thing. And doing that early in the Otherwise, things can go crazy. And just over time, you don't you're tired, you're not making enough money for how much you're

Ed Orozco:

I love it, I think we can set a little mini framework can gauge the type of person they are or the type of client said, I love this. There's a chapter in one of Jordan during the night. And then he kept like putting the baby back, inflection point, they're going to keep testing you until you following week saying, Oh, I noticed your text. I actually honest to yourself. And the third filter for this little contract multiple times where I very clearly stated we don't do So I would like to just walk away, refund their money and it's a project, it's never going to end. Yeah, you're going to be away.

Danielle Fauteaux:

That is a perfect framework, ed. I think I What if they're not happy? Can you talk through a little bit

Ed Orozco:

Well, first of all, I don't think you should be able to realize it, because you're too busy working with the can do as an agency owner, or as a consultant, or whatever. But know, what, what's worse? Like? What's the worst scenario that So yeah, choose your battles, like do you prefer? Like, are have to walk away, I'm going to have to stop this project, I'll

Danielle Fauteaux:

Absolutely, absolutely. And, and to, you your time. And if you and your employees are not tracking their it's scheduled or unscheduled, you need to track that time, you projects, these kinds of retainers? How much time do you to understand, I wouldn't put it as a line item. But just build about Okay, instead of sending four emails a day, how about you it done. And then both of us don't have to think about it

Ed Orozco:

Yeah, I like what you said about seeing where your with your day. There are some tools out there, like toggle lot of time on zoom, which you would know anyway, because your those type of situations, I do recommend time tracking. But yeah, it's uh, that what you said, He's like, getting all of because here's the thing, when when you lead your client, doesn't help you is because at the beginning of a project, you know, you create this, I don't know your landing page and a you know what, yesterday, I saw this beautiful car park outside, color is magenta. So now we have to change every single color in That's really the problem. But if instead, you refer back to you want to change the strategy, like I'm happy to change it. But

Danielle Fauteaux:

Start from square zero

Ed Orozco:

Back to the drawing board.

Danielle Fauteaux:

we have to start over I don't want to do

Ed Orozco:

Yeah, exactly. All right. I love talking about who have done the same things that you want to accomplish. Can

Danielle Fauteaux:

Yeah, absolutely. This kind of goes a planet, investing the time to pour into people and to be about something, you typing into a search engine, this is just You have to have the self awareness to know, okay, these questions, ask them for their advice. And they're going to be through is going to be valuable to you. And they want to is very hard, it takes time. But the value of it is extreme, to have personal relationships with people than to just have each other anymore, but you know that you have valuable

Ed Orozco:

Yeah, and chances are those people that are going to

Danielle Fauteaux:

Yeah. And I would also add in our industry, generations who may be, you know, ran a print shop back in that paved the way for the way things are done on the internet, of value to give to you as well, even though things are totally

Ed Orozco:

Yeah, just reminded me of a conversation I had with most powerful marketing that you can have, and can be bought. of is, when you're also sharing what you know, you're perfecting ethereal thoughts, you think you are getting to certain, like someone else, you have to put it into words so that the other feeling that you know something.

Danielle Fauteaux:

Yes, I'm glad you added that, because that is even more of an expert in your field as well, because of that

Ed Orozco:

Yeah, so those questions, don't be afraid to have no idea I'm gonna go and try to learn more about it to topic. You can not find those gaps if you're not teaching them

Danielle Fauteaux:

Absolutely.

Ed Orozco:

All right. So I think we've covered a lot of things.

Danielle Fauteaux:

Sure. I mean, there's always more to add. But always more to do. And so setting realistic expectations about today. So I want to end with that. And just just leave

Ed Orozco:

Thank you very much. Where can people go to connect

Danielle Fauteaux:

Absolutely. So I am not huge on social people are doing and any different ways that you would read it.

Ed Orozco:

Awesome. Thank you so much for sharing your time with