How do I move my SEO clients to a buyer while their rankings are still climbing?
Be open with the clients about the sale at an agreed time, show the buyer the work in progress and the results so far, and introduce the buyer in person. Clients stay when a climbing project continues without a gap, so document each campaign, its next steps and who will deliver them.
Rising rankings are an asset that is easy to damage in a handover. Clients are paying for momentum, and a break in the work can look like a drop in results. Start by writing a one-page summary for each client: the goals, what has been done, what is planned, the access you hold, and what the client has been told to expect.
Decide with the buyer when to tell clients. Telling them too early may unsettle them; too late feels like a trick. Most sellers tell clients just before closing, in person or on a call, with the buyer present, and follow up in writing. Say who will be doing the work, how reporting will continue and how to reach someone. Keep your contact available for a stretch afterwards. Ask clients what has worked best for them so far, and keep those routines in place. Record any promises already made.
Ask your lawyer what happens to the client agreements in a sale. Keep the existing reporting, schedule and tone steady, and do not announce a new strategy during the handover. Offer clients a short call with the buyer in the first weeks. The buyer should listen first, then propose changes once the results are secure.
Key takeaways
- Write a one-page status for every client campaign.
- Tell clients together with the buyer, before the news reaches them another way.
- Keep reporting and deliverables unchanged during the handover.
Related reading
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Buying
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Sources
This answer is checked against primary sources. Links were last confirmed on the dates shown.
- 01Business Development Bank of CanadaGovernmentHow to minimize negotiations when selling your business
- 02Business Development Bank of CanadaGovernmentHow to conduct due diligence when buying a business
- 03Business Development Bank of CanadaGovernment7 steps to increase your business’ value—before you sell it
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