SEO Reports
Because of our extensive
background in growing start-up businesses as well as
successfully turning around operations that were not living
up to their enormous potential we are big believers in
tracking.
Part of this background
includes having experience with various web analytic
packages including some of the most powerful systems
available. What we have found with these systems that can
crank out unbelievable amounts of data and tracking
methodology in general is it is critical to know what is
important data and not get bogged down in analysis
paralysis.
SEO reports are a great
example of useless info. We have seen many SEO consultants
provide a plethora of reports showing every single keyword
that they have been able to "get ranked" and love to tout
the shear amount of #1 rankings they have been able to
achieve.
Boy on the surface this
sounds fantastic!!
But don't be fooled --- a #1
ranking on a lesser search engine like A9, Dogpile or HotBot
isn't really going to get you anywhere. Neither is a #1
ranking on a term that gets less than 10 searches a month
and with none of them ending up at your site.
Remember we've sat on your
end of the table. You want to know what are the most
important terms that you need to rank for? What are the
terms driving traffic to your site? How many terms are
driving traffic to your site from each of the three (maybe
four) major search engines?
Are you trending in the
right direction?
We tend to roll our SEO
reports in with our Web Analytic reports as we have found these to be
much more valuable. We also consider this bit of reporting
to be important but certainly not the most important intel
you need to make your important business decisions. The
problem with this type of reporting, along with many web
analytic reports, is that it only tells you what happened.
We also want to show you the why ---
why did customers
come to your site and did they find what they were
looking for? And if not why not? Those are questions that
will have a much more profound effect on your business.
Certainly we want to see your
traffic going up, but more importantly we want to see an
increase in traffic that drives conversions, or secures more
leads for your site or gets the phone to ring --- whatever
your success metric is. That is where the money goes into
your bank account and that is what we want to see --- high
quality, converting traffic not just high rankings on
keywords that don't drive quality traffic or don't convert. |
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