While you may be getting search engine optimization reports from your SEO agency, you may not be getting all the data that you need. It may be lacking key elements. And this can happen for a variety of reasons. If you have employees putting the reports together for you, they may lack the knowledge to know what is important. They may just be going by the default report options and take a look at metrics, such as audience and traffic. At the same time, your SEO agency may be providing you with just the same reports that they provide to others. You assume that they are the professional and know what they’re doing, so you don’t ask for any more reports. In addition, your SEO agency may just be giving you the same tables and stats from Google Analytics without any synopsis. You’re expected to just review the data and do your own interpretation. You need to be on the lookout for strong signs of excellence from your SEO agency. And one strong sign of excellence would be given you a thoughtful interpretation of all of this data. And you need this information. You need this information because you need to know whether or not their SEO strategies are giving you positive results. Not only do you need to know their strategies, but you also need to know if their strategies are working for your business.
You need to know if your SEO agency’s strategies are giving you more conversions. A conversion is considered moving the visitor closer to the sale and actually getting that sale. It is a process. Is this process showing how many people are actually moving up the sales ladder and converting to being customers? An example of this process would include having a visitor sign up for a newsletter or filling out a contract form. Conversions are different from traffic. Traffic is the number of visitors who actually land on your site. Conversions are visitors that actually take steps to becoming a customer of your company. A good SEO company will give you the stats on percentages of conversion on each of your website pages. This is the kind of information that you need from your SEO agency.
You need to know what your SEO agency is doing about your lead attribution. Where are you leads actually coming from? It is important to know that visitors to your website usually do not convert until they have had several online interactions. For example, a visitor may have heard about you on Facebook and just visited your website. He may return to a landing page several days later. He may also see one of your retargeting ads and click on it. Eventually, this visitor may return to your webpage and actually make a purchase. All of these actions are known as touch points in the sales process. Unfortunately, many SEO reports only focus on the last touch point. The credit for this sale is then given to organic search. You need to know if your SEO report contains all of the touch points in the sales funnel. This will allow you to know where all of your leaves are actually coming from. You need to know whether or not your SEO agency is including all of these touch points in the SEO report that are given to you. If you think all of your leads are coming just from organic searches, you may give up your Facebook ads and retargeting ads. This would be a huge marketing mistake. If you think all of your leads are coming just from organic searches, you may give up your Facebook ads and retargeting ads. This would be a huge marketing mistake. Your SEO agency should be explaining all of the touch points to you. Keep in mind that your lead attribution on can come from a wide variety of sources.
You need to know whether or not your SEO agency is providing you with custom reports. This will vary depending on your industry. You need to know what channels they are using to provide you with leads. In addition, you need to know the offline lead generation strategies. This includes things like print material, billboards and radio ads. Don’t ever settle for SEO reports that do not include lead attribution, conversion data and offline marketing strategies.
Protect your SEO investment by knowing what your SEO agency is doing for you.