Do you know why good marketers love SEO reports, even ones that show that the company website is dreadful, and no one is clicking on it? Because the data in an SEO report gives solid evidence on how to improve and where their energies should be focused. Having a website that everyone in the office absolutely loves is useless if your customers aren’t bothering to use it, and even worse if it isn’t attracting the potential customers that will allow the business to grow. https://www.bing.com/toolbox/seo-analyzer
If you are outsourcing your SEO services, a detailed SEO report becomes even more vital in order to be able to show your clients where they were when you first started, and how their investment in you has paid off. Reports and data analytics provide a solid base for people to understand exactly what an SEO expert can do, the way in which keywords have been promoted, and what demographic of potential clients have been attracted.
Did My Business Grow?
Although your accountant or sales manager will be providing reports as to how your business has grown, looking at a SEO reports guide can provide you with the tools you need to ensure you are able to show how your website contributed to generating new leads and that business growth.
Usually, business growth can be attributed to more than one single incident. Marketing should not happen in a bubble. If you are running a sale to clear old stock, it is also an opportunity to get new clients through the door and excite old clients into returning to you. The sales team may think this is solely their department. However, marketing will need to promote this to create both brand awareness and help drive sales.
Combine this with a strong SEO effort that focuses on this particular event, with keywords being used with online campaigns to create a greater organic reach. This is merely one example on how optimizing the companies web space for search engine appreciation can help boost not just the number of hits in general, but how SEO can also be used to create event-specific appeal and attention.
However, you need to be able to show that the SEO efforts around a particular event caused a spike in traffic and lead generations.
SEO Analytic Data
Google analytics is obviously a well-known tool for analyzing website attraction that if set up correctly can provide a lot of very useful information about the source of your website traffic. https://analytics.google.com/analytics/web/#/ Being able to see where your audience comes from, where they go once they have arrived on your site, and how long they stay looking around, is all valuable information.
You should be looking at your SEO data at least every month in order to be able to make changes and updates as needed. Search Engine Optimization is not something that you do when you set your website up and then leave it until it is time to redesign your website again. To create an organic appeal to search engines you need to have updated content. However, this doesn’t mean that you need to constantly be chasing the constant search engine algorithm updates. Your energy should be focused on the website. Anyone working in SEO will, of course, stay up to date with major changes to search engine algorithms, particularly in regard to Google search as it is currently the dominating search engine.
However, as long as the SEO expert is not using poor practices, then generally they won’t be negatively affected by any change. Google alone makes thousands of changes every single year.
From their first major update in 2003 which dramatically saw hundreds of thousands of webpages blacklisted and dropped for what are now considered Blackhat SEO practices such as keyword stuffing, duplicate sites and hidden links. Google works to provide searchers with the most relevant information and does this by constantly ‘crawling’ websites noticing changes, following links, noting where links are broking and sites are down, and picking up emphasis in writing.
One of the quirks around search engine results is that if someone complains about something this will often keep appearing in their search engine results. Why? Because to a search engine, any publicity is good publicity, so if you’re talking about it, surely you must want to see more about it.
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Concern around what a company’s keywords are, how a keyword is used, where a keyword is used, how searchable keywords have almost reached buzzword status (see here). Some think they should use as many ‘keywords’ in a sentence as they can, filling pages with rather unreadable text in the hope that a search engine will want to rank them higher on the results page. This is not how it works. In fact, many search engines now penalize websites that have too many instances of a keyword on a page for this very reason.
However, keywords are very important and choosing which keywords the best representant your brand is one of the most important aspects of getting your online presence under control. Although there are obvious keywords that will fit with your brand, there are less obvious words that will fit with your brand identity. For example, you are promoting a plumbing company that specializes in restoring bathrooms in old villas. The obvious keywords will be: plumbing, restoration, bathroom, renovation, villa, and the location. The less obvious keywords are more around the type of client you want to attract at the work that you do.
Do you re-enamel baths? Do you love claw foot baths or pedestal sinks? How about toilets? What keywords would you pick when you were talking about installing an antique toilet with wall-mounted tanks and pull chain flush? Do you want to appeal to clients that are renovating their own homes or that are renovating investment properties? Although you may be thinking “I just want to appeal to everyone”, fine tuning keyword selection means that you have a greater chance of having your keywords help bump you up on that search engine rating.