SEO must be seen as a mutating discipline - changing its face to keep up with market forces

All SEO agency workers are used to being on their toes, in the knowledge that things can change quite suddenly in terms of how they must do their job. You need to constantly learn in this industry in order to even keep up with the rivalry and competition let alone stay one step ahead. Now that we are a few months into 2011 we are seeing a few changes come about, but none of them are eliciting much surprise. We've previously seen that page rank is dropping even further in terms of indicating a good website. Naturally most Search engine optimisation personnel were aware of this situation last year, but it is becoming more of an issue now. The difficulty is not having to recognise this. The tricky part is contacting your client and trying to sell them the benefits of a web page which doesn't have great page rank when they are used to rating sites in this way. We can forget about page rank being a defining factor regardless of whether a site is good, but can you persuade your client to feel the same way? It is likely that the biggest change to your work this year is going to be explaining the shifts in search optimisation to your clients. You have to be sure that you know what your client wants from you, and that they know exactly what you are going to do for them. If your client is unsure why you are doing something, they are going to have a hard time believing that your actions are going to results in success for their business. You should take the time to speak to your client about page rank, and make sure that they understand why you are not as conce ed with page rank as you might have been in the past. This might be a tough conversation to have, but it will be the best thing for both you and your client when you come to show them sites which don't have good page rank which you think are relevant and useful. Once your client feels that they have a bit of a grip on the work you are doing, they will feel like they are a bit more in charge of proceedings. The thing to remember for 2011 is to be transparent all the time. This is just as important in relation to the search engines as it is for your customers. Remember three things in 2011. Firstly you have to work hard for your client, secondly, there is a need to liaise with your client so that they understand better what you do, and thirdly you need to take advantage of your clients new found knowledge by selling your modern ideas to them.