There are so many companies and organizations out there aware that they need SEO but are not sure what it provides or what the benefits are. SEO helps you to cover three essential goals for success; visibility, traffic, and ROI. You need to be able to provide these three factors to your clients and your boss to maintain successful working relationships. These three goals are critical in creating a positive impact on your business growth.
SEO consultants help your brand to achieve visibility online. When consumers search for a product or service online, those placed at the top of the list are considered “stamped for approval.” Even though this may not always be accurate, consumers interpret higher ranking as brand endorsement. The high ranking comes from increased search exposure to branded keywords. These are the search words or phrases which include the brand name or some variation thereof.
For the most part, these branded keywords will only drive traffic that has heard of your brand, but they are still important. SEO helps you to protect your brand as well as increase its visibility within the targeted niche. At this point, non-branded terms are essential, and you want to make sure that the target terms you use are specific to the core of your service or product.
Additional resource: What does online visibility mean to a business? | BigCommerce
While it is not necessary to obsess over the rankings, it is essential to track your target keywords. You need to know where you stand as well as which direction you are moving in. These are the reports that your management team will be interested in as well as clients and will help to generate a trusting relationship.
Simply make a list of the branded and non-branded terms you want to track. There are several options for tracking available, some are free, and some will cost you. Even though the free options will have some restrictions, they are still able to provide accurate results for you.
SERP’s Rank Checker is one of the better free options, allowing you to track by geolocation, search engine and device. You need to make sure you keep a record of all the data in a spreadsheet because this tool does not allow you to keep record of your position history. Paid tools allow you more flexibility as well as a way to record position history. Most professional-level SEO tools include rank trackers so you can view your position history and you can access all your data from one location. This makes it more efficient and productive when it comes to reporting visibility.
Additional resource: Rank Tracker – SerpBook
2. Website traffic
Just because your website is out there does not mean people will look for it or find it. It is the same as opening a store but not having a road paved to get there. How can you expect to get traffic, if people do not know where you are. SEO helps to deliver targeted and relevant traffic right to your door. SEO strategies are designed to bring new clients to your website; those who would have never even known you existed. Trained and experienced SEO professionals take time to learn your products, services, and overall goals as well as the target audience you are trying to reach.
Many companies fail because they did not adequately tell their customer base what they had to offer. Real success comes from having your on-site and off-site SEO activities aligned to promote their services or products to the desired audience. This is the best way to bring people to you, who might have otherwise never known you existed.
Additional resource: 27 Ways to Increase Website Traffic in 2018
Traffic is important to sales and growth calculations, and many website owners tend to forget this. When you can provide updates on traffic to your managers and clients, t helps them to better understand progress as well as how important SEO is to the successful sales and marketing of the business. Google Analytics and Data Studio are two of the best free tools for monitoring and reporting the success of SEO campaigns. You need to e careful not to overwhelm your managers and clients with too much information. Ideally, you want to present data for no more than seven KPIs because any more than that will get overlooked. The top KPIs to consider reporting are sessions, users, page views, pages per session, bounce rate, and average session duration.
Additional resource: 6 Websites to Track a Website’s Traffic – MakeUseOf
3. Delivering ROI
Any company or individual looking to invest in marketing will demand ROI (Return on Investment). If they are not able to see or validate any return on their investments, they will walk away. Since each company will have its own goals, it is not always easy to determine ROI and SEO activities need to be in alignment with each of these.
Despite the variety, sales and leads are typically the top two goals for a company. You will need accurate and appropriate tracking to be able to show how your SEO efforts have contributed to sales and leads. Google Analytics is one of the best tools to help you achieve this. Specifically, the ‘goals’ function can measure the impact of your efforts which you can then report using Data Studio.
SEO is more than just bringing in traffic; it is about delivering targeted traffic that will result in action. As sales continue to rise, managers and investors start to forget how exactly they got to that point, so it is necessary to continue showing results. This way you will continue to receive buy-ins. SEO activities benefit owners as well as organizations.
The more awareness there is of your brand, the more traffic you get, and increased visibility helps to bring the relevant audience right to you which results in more driving conversions. In fact, search is one of the most cost-effective and efficient marketing tactics you can use. So long as you stay focused on increasing visibility, increasing traffic and providing ROI you can prove your worth as well as the worth of your business. It also helps ensure that those who you work with and to understand the importance and relevance of SEO to their success also.