What I Tell Every Client Before We Begin SEO

by Brian Lawrence

Whenever I start working with a new client, I like to have an honest conversation before we delve into any technical details. SEO can be exciting, but it’s not magic, and it’s definitely not instant. I know how tempting it is to hope for overnight results, but the truth is, real, lasting SEO success takes time, consistency, and teamwork.

In this post, I’m going to walk you through the key things I tell every client before we begin an SEO project so you know exactly what to expect, how we’ll work together, and what it takes to see your business grow.

The Big Picture

SEO isn’t just about getting to the top of Google. It’s about building an online presence that connects with the right people, at the right time, in the right way. That means creating content that your audience actually finds helpful, ensuring your site is easy to use, and earning Google’s trust gradually. Some wins will come sooner than others, but the real goal is momentum, with steady progress that keeps building month after month. If we focus on the long game, your results won’t just be good… they’ll be sustainable.

SEO Is a Moving Target

SEO is not “set it and forget it.” Google has its own constantly evolving set of criteria for deciding which businesses rank where. People like me study those criteria and implement strategies that work today. But as more adopt the same tactics, Google looks for new ways to decide who should be on top.

Here’s an example:

Let’s say there are two wedding barns in the same part of Iowa. They’re similar in pricing, reviews, and offerings. Which one does Google rank first?

It could be something as small as one of the barns having an older domain name. That alone isn’t decisive, but it might tip the scales. Now multiply that by hundreds of other factors, and you can see why SEO is complex.

Keyword Stuffing No Longer Works

Once upon a time, SEO meant cramming your site full of the same keywords over and over. Today, that can actually hurt you because Google is smarter than ever before.

Google’s primary goal is to give people the best possible results for their searches. That means they’re looking for:

• Authentic, original content that genuinely helps your audience.
• A great site experience that keeps visitors engaged (time on page, clicks, forms filled).
• Calls-to-action that lead to real inquiries: contact forms, calls, texts.

Google notices when people take those actions. It’s a signal that your site is a strong choice. It’s about being as authentic and original as possible in your content.

Social Media and Offsite Mentions Now Play a Bigger Role

Building your authority and expertise is no longer confined to the four corners of your website. Just recently, Google decided to include social media posts in search results, which is a game-changer. This means you’ll want to elevate the type of content that you share on your social media to increase followers, likes, and engagement. Now Google is even showing social media posts in the search results.

Mentions on other websites, like WeddingWire, The Knot, blogs, or news articles, also boost your visibility.

Reviews Are a Ranking Factor

Your Google Business Profile (GBP) is critical, especially for appearing in the “Google Maps 3-Pack” that gets a huge share of clicks.

Google looks at:

• Recency – Reviews should come in steadily over time, not in big bursts. Things could change in your business. If you’re a restaurant that got rave reviews about your food three years ago, that doesn’t mean you still have the same chef. So recent reviews become even more valuable.
• Quantity & Quality – Get more reviews, with detailed, authentic comments and keywords.
• Diversity – Reviews across multiple platforms help, but Google reviews are the top priority.

If you encourage clients to mention specific services, locations, or experiences, that can give you a ranking boost. The quality of your reviews matters.

Remember: Google doesn’t value quantity over quality. If your business hardly has any Google reviews, you might be tempted to send an email to your clients asking for more. Let’s say you have 20 reviews, and your request gets you an additional 20 reviews in quick succession. Google sees that as suspicious. They are looking for more consistency within a few months.

Your Website Is Your Conversion Hub

No matter how much traffic we send to you, if your site isn’t designed to convert visitors into inquiries, you’re missing out on profits.

By the time someone lands on your site, they’ve already eliminated a bunch of other options. This is your moment to:

• Inspire emotional connection, not just share facts.
• Speak to all couples, not just the “default” audience.
• Use language from your reviews to create relatable, benefit-driven headlines.
• Feature high-quality, aspirational photography.
• Guide visitors with a clear navigation path (no overwhelming menus).

Your website exists to generate quality leads that lead to bookings. So you want people to stay on and engage. If visitors are clicking through your website and filling out contact forms, this tells Google that you’re a viable choice.

Adopt a Smart Pricing Strategy

Couples want transparency, but if they see your price before they understand your value, they might move on.

Instead:

• Share a range or “starting at” pricing.
• Make sure they understand what makes you unique before they see the number.

Develop Calls-to-Action & Forms That Work

Your calls-to-action should feel inviting, not just “Contact Us.”
Think “Let’s Check Your Date” or “Let’s Plan Your Perfect Day.”

Your contact form should give you enough info to have a meaningful conversation, but not so much that people give up halfway through.

Embrace Inclusion and Originality

Inclusion

Your business may spend a lot of time thinking about serving the “traditional” couple. But there are a lot of other couples out there who don’t necessarily fit into that traditional mold but still need to be heard. Gender, culture, and disabilities are all factors you can and should take into consideration. If your business prides itself on being inclusive, you should mention it on your website and integrate it into a broader strategy. If your website has provisions to make it more accessible to people with disabilities, it can go a long way towards boosting your credibility and reputation.

Originality

When your website sounds like everyone else’s, you blend in instead of standing out. That’s why I always encourage clients to lean into what makes them different: your voice, your story, your way of solving problems. Google rewards original, high-quality content, but more importantly, so do readers. Originality builds credibility and gives people a reason to choose you over the competition.

Execute One-Time Fixes on Your Website

There are indeed many long-term aspects to SEO. But sometimes there are more immediate issues that could hold you back from getting ranked. This means there’s a significant benefit to executing some one-and-done fixes on your website.

Some SEO improvements that are quick but important:

• Fix broken links.
• Update outdated info.
• Optimize page titles and meta descriptions.
• Use H1 headings strategically so Google (and visitors) know exactly what each page is about.

Avoiding these fixes could signal to Google that you’ve neglected your website and aren’t keeping it current in the best interest of the user experience.

The Bottom Line

I take a holistic approach to SEO because your rankings, visibility, and conversion rates are all connected.

If you’re not willing to invest in improving your website or making strategic changes, we may not be the right partner for you. But if you are, our goal is simple:

• Increase both your rankings and your conversions.
• Help you stand out authentically.
• Make your site and online presence a consistent lead generator.

My goal is to make SEO feel less like a mystery and more like an exciting journey we’re taking together. There may be challenges along the way, but every step we take builds toward something bigger and better for your business. If you’re ready to collaborate, stay curious, and trust the process, we can create results that not only last but continue to grow over time.

Let’s start a conversation about your SEO strategy today

Schedule a free consultation, and together we’ll create a plan that builds real momentum for your business.