What are the goals and objectives of SEO and what are the rights and obligations of the Customer and the optimizer?

Question

Search Engine Optimization

Good day everyone!
I've been doing SEO for years. I use "white hat" methods in my work to avoid sanctions from search engines and negativity from the Customer.
I faced a situation when I was hired for tasks: Optimize the site for certain key queries in Yandex, get into the top 10.
Of the 13 requests, 12 managed to get into the top 10 (4 of them in the top 5). The site's traffic has risen daily from 2-3 visitors to 300-380 without "cheating".
After that I hear a negative from the Customer in my address that he does not have (few) clients (calls).
Question:What are the goals and objectives of SEO? Is the optimizer obligated to provide a stream of clients to the customer? Where can I read about the rights and obligations of the parties? Should the optimizer simultaneously perform the role of a PR and marketer? Thanks in advance for the replies!

Answer 1

Hello.
1) We start dancing from the contract. Whether there was an agreement or not.
- If there is no contract, and the customer starts to "strain", then you take the money and leave.
- If these items are not in the contract, then again you take the money and leave.
2) Usually payment goes for positions in the top, or for traffic with some kind of internal optimization coefficient. Orders - leads - calls - this is no longer for Seo.
3) SEO - provides promotion of sites in the search engine. It also (sometimes) provides a better conversion of visitors to the site (bounce rate, average time, and so on). But neither the first nor the second can guarantee that there will be orders. For example, if a person sells dildos for 2,000 rubles, and everywhere they cost 500 rubles, then even if you bring him a million visitors, there will be no conversion (orders and calls).
4) Marketer, SMM manager, PR manager, etc. When a customer starts to load you with the idea that it would be nice to develop marketing, invent PR, lead a group, dance with a tambourine - this means that the person himself does not understand what he needs and why he hired you.
- In this case, we take the money and leave. This is tantamount to the fact that the programmer will be forced to engage in content on the site that he developed.
Therefore, if you give a result, and the customer "does not understand" and tries to load you with false obligations and extra work, then you pack up and leave. Working with assholes is a thankless job.
If you still need this client so much, then you say that you give traffic and internal optimization, the rest is none of your business (unless it is clearly stated in your contract that you guarantee orders to them). And yes, don’t crack under pressure and don’t take on unnecessary obligations.

Answer 2

Did the client give you the keys? If not, then maybe you chose non-transactional queries? If he gave, then what questions: you promoted what he wanted to bring to the top.
Few clients / calls - to the questions of the designer / marketer / programmer. If you have brought requests to the top, then the fact that the phone is listed on the site with an error, or in gray on a white background, is not your problem. Let them order a usability audit.
It seems to me that you did your job: you brought to the top what you were asked.

Answer 3

There can be many reasons for the lack of calls/customers, ranging from the low commercial value of requests to the banal desire of the customer to "cheat" in order to bring down the price of services, etc.
A good option is when you have access to a system that records calls or other requests from the site. Then the promotion model can be built on leads. If the customer wanted keywords in the top, the result is basically achieved. Try asking him to sort out the reasons (if that's what you're interested in).
SEO performs the task of driving traffic from search. Of course, it is desirable that this is high-quality traffic that is converted into customers/orders/subscriptions, etc. for different types of sites and businesses. In this regard, the role of a marketer has to be performed (at least in part).
As for whether it is obliged - these are all individual agreements that are written in the contract before the start of cooperation. It is in it, by the way, that you can read about the rights and obligations of the parties. Without a contract (and sometimes with it), such situations cannot be avoided.