I’ve learned that executives don’t crave SEO jargon. What they need is clarity, honesty, and a clear path forward. Here’s how I deliver just that when faced with disappointing results.
Traditional SEO metrics haven’t been reassuring, and while more studies could affirm this, the existing data already does. Organic traffic is dropping for many of my clients, with studies like Seer Interactive’s showing a 61% drop in CTR for queries with AI Overviews. Executives notice these downward trends on their dashboards, often for extended periods.
Many consultants I’ve spoken with find themselves unprepared for these tough conversations. Diagnosing the traffic drop is one thing, but sitting across from a CMO and explaining not just what’s happened, but why it happened and what you propose to do about it, requires a whole different skill set. This skill is crucial, yet often overlooked.
Having spent 13 years in SEO and the last six managing an agency, where I personally lead strategy and present to senior executives, I’ve discovered five key lessons on breaking bad news in what I consider one of the most challenging times to be an SEO consultant.
1. Executives are more predictable than you think
A while back, a client expressed concerns after isolating our SEO work from the rest of their site’s organic traffic. Our reported overall numbers looked fine, but the performance of our specific work hadn’t improved over eight months.
Upon reviewing, I found my team indeed avoided acknowledging the underperformance, opting instead to present only the numbers that looked good. No one wants to admit failure in a meeting, yet concealing it often proves more damaging.
The client eventually finds out, and it’s not the underperformance that breaches trust, but the omission. Revealing issues early allows us to address what executives value most: problem-solving capability, diagnosis, and a strategic plan for recovery.
This experience transformed our client engagement approach. We now rigorously separate and analyze our work’s performance, ensuring any underperformance is flagged early along with a proposed solution. Every executive I’ve met has been burned by vendors hiding results; they value the rare consultant who promptly addresses and plans for solutions.
2. Diagnose before you communicate
A prospect once approached me about a traffic decline, assuming AI Overviews were to blame. Instead of presuming, I thoroughly diagnosed the issue. My investigation revealed a PR-induced traffic spike had skewed the comparison, and once adjusted, current performance was actually solid growth.
This diagnosis turned the discussion from a crisis into a positive affirmation of growth—within minutes. Conversely, I’ve also encountered genuine issues. For example, technical errors causing crawl waste impacted a client’s performance. Recognizing the pattern from past experience, I proposed a tried-and-tested solution.
Executives don’t need to understand every technical detail; they need assurance of a diagnosed problem and a plan. Confidence stems from the quality of diagnosis and the specificity of the corrective plan, not the delivery itself.
3. Surprise bad news and failed experiments are different conversations
Surprises
The worst kind of bad news, surprises arise from work done without strategic anchoring. Without a defined plan, diagnosing a traffic dip becomes impossible, as no hypotheses were being tested—only tasks executed.
Failed experiments
In contrast, a failed experiment implies a deliberate strategy and defined expectations. While outcomes may disappoint, assessing performance and proposing informed next steps provides clarity and direction.
Organizing work into structured cycles with specific bets and outcomes avoids surprise dips, fostering a culture of planned experiments. Clients are then prepared for any result, seeing it as a learning opportunity rather than an unexpected issue.
4. Never arrive without a recommendation
When clients ask, “What’s next?” after receiving bad news, an immediate, concrete recommendation is crucial. Lack of one heightens the perceived severity of issues. A seamless answer shows preparedness and instills confidence.
I ensure thorough diagnostic and recommend two realistic paths, helping clients choose solutions rather than dwell on problems. This proactive approach shifts focus to resolution rather than dissatisfaction with setbacks.
5. The tough conversation builds the relationship
Strong client relationships often stem from overcoming difficulties, demonstrating capability under pressure. Being upfront and strategic when challenges arise consolidates trust more than perpetual smooth sailing.
Clients appreciate honest, smart communication over avoiding tough topics. I’ve found that taking ownership of mistakes, providing diagnoses, and recommending solutions earns more respect and confidence.
The conversation is part of the work
As SEO becomes more challenging and results fluctuate, my conversations with clients have grown in importance. Providing clear diagnoses, backed by actionable plans, ensures we manage setbacks effectively.
Clients now assess not just outcomes, but how I handle them, emphasizing the role of strategic, honest communication as an indispensable element of effective SEO consultancy.
Inspired by this post on Search Engine Land.
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