SEO Client Relationship Management 101 [+ Tools]13 min read

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SEO Client Relationship Management 101 [+ Tools]

How can improving SEO Client Relationship Management can also boost your search engine optimization (SEO) efforts?

In this blog post, we explore how to levarage relationship management in SEO to create an effective SEO strategy.


  • CRM is a strategy and technology for managing relationships and interactions with both potential and current customers to improve business relationships.
  • SEOs and link-builders can leverage CRM for SEO campaigns and backlink monitoring to enhance effectiveness.
  • CRM plays a crucial role in link-building outreach campaigns by identifying and segmenting relevant prospects and automating personalized outreach.
  • CRM data provides valuable insights into customer preferences and behavior, which can be leveraged to enhance SEO work through tailored marketing strategies.
  • CRM can significantly enhance social media presence and SEO through targeted strategies, monitoring, and responding to social mentions.
  • CRM tools assist in online reputation management by tracking brand advocates and responding effectively to negative feedback.

What is customer relationship management?

Customer Relationship Management (CRM) is a strategy and technology for managing all your company’s relationships and interactions with potential and current customers.

The goal is simple: improve business relationship building.

A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.

SEO meets relationship management

There are two ways where SEOs, and in particular link-builders, can and should levarage to improve the effectiveness of their efforts: link-building campaigns and backlink monitoring.

Link-building outreach campaigns

First, CRM plays an important role during link-building outreach campaigns.

At this stage, CRM involves

  • identifying the right link-building, like potential websites and influencers relevant to your niche.
  • segmenting contacts based on various criteria such as domain authority, social influence, or previous interactions.
  • automating and personalizing outreach campaigns
  • tracking your communication history with each prospect to avoid redundancy in communication and tailor your follow-up messages based on the prospect’s previous responses, enhancing the chance of building a successful relationship
  • tracking and analyzing the performance of the campaign.

As a link-builder, you also need to keep track of your link and guest post-exchange opportunities to ensure you fulfill your commitments to your partners. This essential to establish long-term relationships that will lead to more high-quality backlinks.

Tools relationship management in SEO: Respona

Effective client management

SEO agencies and freelancers also need CRM solutions to manage their relationships with their clients.

For example, once you secure backlinks for them, you need to report the results and keep them up to date with new developments.

At this stage, you need to

  • track backlinks you’ve secured for your SEO clients
  • monitor their status to ensure they don’t rot
  • create custom reports to keep them informed and demonstrate the ROI of the link-building campaigns.

This is essential to build trust and authority with your customers and secure long-term collaboration.

Leveraging CRM data for SEO success

In addition to helping you secure link-building opportunities and manage clients and partners, CRM data can also help SEOs make more informed decisions on your SEO strategy.

That’s because CRM data can provide valuable insights into customer preferences, behavior, and needs, which can be leveraged to enhance your SEO efforts.

Some ways CRM can help include:

  • Tailoring marketing strategies based on customer data
  • Automating marketing tasks to save time and improve efficiency
  • Analyzing customer data to identify trends and patterns
  • Understanding customer interactions and buying behaviors to improve customer satisfaction

Keyword research insights

One way to levarage the data is to identify relevant keywords.

For example, you can do this by analyzing customer dialogues and interactions with the customer support, sales and marketing teams or their feedback. Analyzing customer demographics, behavior, and preferences, can also help you find relevant keywords that resonate with your target audience.

Content creation and personalization

CRM systems provide a wealth of data about customers, including their preferences, past interactions, purchase history, and even feedback. This rich dataset can be incredibly valuable for content creation and personalization, which are key components of effective SEO and customer engagement strategies.

How exactly?

  • By understanding the interests and needs of your audience segments, gleaned from CRM data, you can tailor your content to resonate more deeply with your target audience.
  • By integrating CRM data with your website, you can display personalized content, product recommendations, and targeted offers based on the user’s past behavior, preferences, and purchase history.
  • CRM data can be used to optimize your content strategy for specific audience segments, improving engagement and conversion rates.

Enhancing social media presence with CRM

CRM can play a pivotal role in enhancing your social media presence, which in turn can have an indirect positive effect on your SEO through increased online visibility and social signals.

Targeted social media strategies

CRM data allows you to segment your audience based on various factors like demographics, buying habits, and past interactions. This segmentation is critical for creating targeted social media campaigns that resonate with specific groups, leading to higher engagement rates.

To be more specific, with CRM data, you can craft personalized messages for your social media audience. This personal touch can make your brand more relatable and engaging to your followers, encouraging more shares and likes, which are beneficial for SEO.

CRM tools can also help you integrate your social media strategy with other channels like email marketing. By aligning the messages across platforms, you can create a cohesive brand experience for your customers, enhancing brand recall and loyalty.

Finally, CRM systems provide valuable insights into which types of posts and content are most engaging to your audience. By analyzing this data, you can fine-tune your social media strategy to focus on what works best, thus improving your overall social media performance.

Monitoring and responding to social mentions

Real-time monitoring of social media mentions allows you to respond promptly to any mentions of your brand, whether they are positive or negative. Quick responses are crucial for maintaining a positive brand image and for customer engagement.

Advanced customer relationship management software can analyze the sentiment behind social mentions, giving you a better understanding of the public perception of your brand. This insight can guide you in crafting appropriate responses and in adjusting your overall marketing strategy.

Social listening tools can also help identify influencers and brand advocates who are talking about your brand. Engaging with these key individuals can amplify your social media presence and, subsequently, your SEO efforts.

Finally, By monitoring social mentions, you can gather feedback and insights directly from your audience. This information can be invaluable for improving products or services, as well as tailoring your content and social media strategies to better meet the needs and preferences of your audience.

Awario dashboard

Collaborating with partners for SEO growth

CRM tools can facilitate collaboration with your partners to effectively increase SEO performance, particularly through guest blogging and influencer partnerships.

Guest blogging opportunities

Guest blogging presents a valuable opportunity for SEO growth by expanding your content’s reach and building your website’s authority.

When you write a guest blog for a partner’s site, you not only share your expertise with a new audience but also gain valuable backlinks to your own site. These backlinks are essential for SEO as they signal to search engines that your site is a credible and authoritative source on the topic.

Moreover, guest blogging allows you to tap into the existing audience of your partner, increasing your visibility and potentially driving more traffic to your site. It’s a mutually beneficial arrangement that can lead to increased engagement, brand awareness, and improved search rankings.

Influencer partnerships

Influencer partnerships have become a key element in modern SEO strategies.

By collaborating with influencers, you can leverage their large and engaged followings to boost your brand’s visibility.

Influencers can create content that highlights your products or SEO services, offering authentic endorsements. These endorsements can significantly impact your brand’s reach and credibility, especially among niche audiences that are difficult to engage through traditional marketing channels.

Additionally, influencers can generate high-quality backlinks to your site when they share your content or mention your brand, which is a powerful factor in improving your SEO rankings.

These partnerships, when executed well, not only enhance your online presence but also drive organic traffic, increase brand trust, and contribute positively to your overall SEO efforts.

Influence outreach template. Source:

Managing online reputation with CRM

CRM tools can also help companies manage their online reputation.

CRM assists in enhancing online reputation by:

  • Monitoring brand supporters
  • Motivating them to share favorable reviews on online review websites
  • Tracking brand advocates
  • Responding to negative feedback

These are essential CRM functions that can have a significant impact on your online reputation and search engine rankings.

Tracking brand advocates

CRM tools are instrumental in identifying and tracking brand advocates – customers who are not only loyal but also actively promote your brand through various channels.

By analyzing customer data, CRM systems can pinpoint those who frequently engage with your brand, whether it’s through frequent purchases, social media interactions, or positive reviews.

These brand advocates are valuable assets in managing your online reputation. By recognizing and engaging with them, you can amplify positive messages about your brand.

CRM tools enable personalized communication with these advocates, fostering stronger relationships.

This personalized engagement not only enhances customer loyalty but also encourages these advocates to continue promoting your brand, indirectly influencing your online reputation positively.

Responding to negative feedback

In the digital age, negative feedback can spread quickly and have a substantial impact on a company’s reputation.

CRM tools play a crucial role in managing and responding to such feedback.

These systems can alert you to negative comments or reviews across various platforms, allowing for swift and effective responses.

With CRM, you can track the entire history of a customer’s interactions with your brand, providing valuable context that can guide your response strategy.

Addressing negative feedback promptly and effectively can turn potentially damaging situations into opportunities for demonstrating your commitment to customer satisfaction.

This approach not only helps in retaining dissatisfied customers but also shows prospective customers that your company values customer feedback and is dedicated to continuous improvement.

NinjaOutreach response to negative feedback

Selecting the right CRM tools for SEO success

When choosing CRM software to support your SEO efforts, consider the following key features:

  • Robust Data Analytics: A CRM that provides in-depth insights into customer behavior and preferences is essential for tailoring your SEO strategy effectively.
  • Integration Capabilities: Look for a CRM with the ability to seamlessly integrate with existing SEO tools and social media platforms, ensuring a streamlined workflow.
  • Customer Interaction Tracking: Choose a CRM that offers detailed tracking of all customer interactions, which is vital for understanding and improving your engagement strategies.
  • Audience Segmentation: A CRM that allows for effective audience segmentation can greatly enhance targeted marketing campaigns, leading to better SEO results.
  • User-Friendly Interface: Ensure that the CRM has an intuitive interface, as this will facilitate efficient use by your team and maximize the tool’s benefits for your SEO strategy.

Best CRM platforms for SEO

There are plenty of CRM applications around and it may be hard to make an informed choice. To make your life that little bit easier, we’ve picked a couple of tools that are worth considering.

BacklinkManager – dedicated link-building CRM tool

BacklinkManager is a dedicated link-building CRM software solution. It enables marketing teams, link-building agencies, and SEOs to manage relationships with clients, link vendors, and freelance link builders.

Tools for SEO client relationship management:
Tools for SEO client relationship management:
  • Link partnership scorecard – so that you can easily keep score of the links you’ve built for your partners – the ones they’ve built for youBacklinkManager scorecard
  • Custom reports – so that you can easily report on the progress of your link-building campaigns to both internal and external stakeholders.BacklinkManager Custom Reports
  • Chat and comments – for in-app communication with your partners and team members.BacklinkManager chat
  • 24/7 link monitoring – thanks to a reliable link tracker and alerts, you get instant notifications if a link you’ve built or acquired changes status or disappears. In this way, you can quickly replace them for your customers.

BacklinkManager may not be as flexible as spreadsheets, which seem to be the SEO industry standard at the moment, but it has some clear advantages.

By providing accurate and up-to-date reports to your clients, you increase transparency. This makes your agency more credible, reliable, and trustworthy and can help your agency stand out from competitors.

What about the benefits for marketing teams and in-house SEOs?

If you’re using link-building services, monitoring the links they’ve built for you with BacklinkManager can save you a lot of money. We’re talking thousands.

How so?

Links rot, and if you have no reliable and quick way to identify broken or lost links, you’re burning cash.

Michal Jackowski, the Founder at BacklinkManager

BacklinkManager allows you to track for up 250 links for free, so why not take it for a spin?

BuzzStream – best for link-building outreach campaigns

BuzzStream is a digital marketing tool that focuses on link-building, digital PR, and influencer outreach.

It offers CRM functionality specifically tailored for managing the complex and time-consuming process of building and nurturing relationships with influencers, bloggers, and other website owners to earn backlinks and social media mentions.

Tools for SEO client relationship management: BuzzStream
Tools for SEO client relationship management: BuzzStream

Here’s the list of its key features:

  • Contact Management
  • Discovery and Research
  • Email Outreach and Templates
  • Tracking Communications
  • Link Monitoring
  • Reporting and Analytics
  • Integration with Other Tools

At Bring Digital, we primarily use Buzzstream to replace manually emailing journalists. We use it to automate outreach, schedule campaigns, send follow-up emails and track open and reply rates.

All of this helps provide a better service for our clients because it speeds up the outreach process, giving us more time to personalise our pitches to journalists and develop better relationships with them.

Siobhan Congreve, Associate Director of Content & Digital PR at Bring Digital

Siobhan Congreve, Associate Director of Content & Digital PR at Bring Digital


In conclusion, mastering SEO client relationship management is crucial for businesses seeking to improve their search rankings and customer retention.

By leveraging CRM data, integrating CRM with other marketing tools, and utilizing popular CRM platforms, businesses can optimize their SEO strategies, enhance customer engagement, build trust and authority, and ultimately, achieve greater success.

If you’d like to learn more about BacklinkManager’s CRM features, book the demo!

Frequently Asked Questions

What role do backlinks play in building trust and authority for SEO?

Backlinks play a key role in building trust and authority for SEO, as they serve as external endorsements of a website’s quality and can boost its rankings in search engine results.

What are the benefits of collaborating with partners for SEO growth?

Collaborating with partners through guest blogging and influencer partnerships can significantly boost SEO efforts by increasing domain authority, raising brand recognition, and establishing authority in the industry.

What does a relationship manager do?

A Relationship Manager plays a crucial role in connecting a business with its client base, focusing on building and sustaining long-term relationships to foster trust, loyalty, and engagement.

Their responsibilities could involve setting up the initial client meeting, identifying the client’s business goals, explaining to them the SEO process, and even setting up the project management tools.