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I’m burnt out on talking to clients about SEO metrics, anyone have advice?
Posted by on February 15, 2026 at 7:34 pmI work for an agency, and have been doing seo for 10+ years, so feeling burn out is understandable. But I'm starting to loathe having client meetings and talking about performance metrics because there are so many variables to why a website is performing well or not, and a lot of the variables may have nothing to do with the SEO strategy / implementation itself – there's seasonality, search landscape changes like AI, amount of competitors (main reason), brand reputation, the economy and if people even have money, etc…
All clients want to hear is that everything is moving into the green, and if it's not they think it's because you're not doing something right or not doing it well enough, so they get frustrated with you, when in most cases all seo boxes are checked, and it's simply lots of other variables a seo doesn't have control over.
This is the main issue, I feel like I'm supposed to always be giving positive performance reports, and when things aren't positive I go into the meeting feeling like a kid that's about to get scolded, where I need to apologize for my actions and explain myself, which is exhausting.
Not sure if I'm actually looking for advice or just wanted to rant.
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1 Reply
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It sounds like from what you said that you aren’t reporting on the most important thing which is leads, sales, signups, conversions, etc. driven by the SEO channel. Or maybe not putting a big enough emphasis on it.
If that is moving in the right direction, a lot of that other stuff doesn’t really matter nearly as much.
I’ve had plenty of meetings with clients where we saw a decrease in traffic, but an increase in sales because we were doing a better job of targeting the right terms. They didn’t care about a small dip in traffic if their sales were increasing.
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I feel you. I just had a rant with my wife last night about it. There are a lot of clients that understand and I enjoy talking with. Others are always difficult.
Reporting is always annoying. Although, I do enjoy some bad news to deliver so I can create work for the next term. They like it when you have a plan
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Your “rant” feels familiar. I went through such situations a lot. I hope this might help you and others:
What helped me is narrowing down what exactly I am responsible for in regards to performance for a client. You have to narrow it down, otherwise you will always stay in this cycle.
What I always tell my juniors is:
– check Search Console YOY, what are the biggest topics where performance was lost?
– check keyword planner: how are those topics performance now?
– what is the difference in branded volume? Where there any big brand activation campaigns last year?This should always get you back on track.
Another tip is to always update clients on changes in Search in general. This makes is easier to keep their trust in your expertise.
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>I work for an agency, and have been doing seo for 10+ years
Go in-house. 10 years is more than enough time anyone should spend working in agencies. For the sake of your own health and sanity, go in-house. The work is better and the money is better.
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Feel this hard, I have had a very difficult quarter dealing with pushy clients obsessing over individual keyword rankings and correlating that with me somehow not doing my job despite every conceivable metric being up YoY. Some people are just difficult.
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What are the kpis you report?
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Agree on KPIs for all reporting and get it in writing. If they want any other insights they can review the analytics themselves. If you don’t put a boundary on reporting it never ends and you do more reporting than work and then they get upset there’s no work and no progress.
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