Let’s face it. Anything you do as an SEO is based on trust.
Clients don’t get an immediate return on their money in the same way as buying, for example, a sandwich, pair of shoes or even a report. It’s an invisible service, often based on best guess.
I work with a company whose CEO, the management author Kevan Hall, often talks about ways of building trust in large organizations. His ideas resonate with me, and so it’s with a hat tilt to Kevan that I address the subject here (although the thoughts here are my own).
Trust is a cornerstone of PR activity. The journalists, bloggers, clients and others that I work with, all need to trust that I know that the information I share with them can be trusted for use or publication. The standards to which the media are generally held also hold PR people to account (and in this context I push aside the kind of reporting that the UK’s Leveson inquiry has addressed, although mostly the publications told the truth – it was how they got the information that mattered). For the most part PR people lose their jobs if ‘called out’ in public by a journalist or blogger.
SEO has a pretty major reputation issue by comparison. SEO for many is synonymous with spam, poor grade content and doing lots of shady stuff. Whilst the industry is very, very needed, one of its biggest partners, Google, is, it would seem from many of the blogs and articles, anti-SEO. (more…)