Most user journeys start with a search, so it’s critical that your website is visible to search engines. With our clients, we like to take them on a journey with a clear narrative of how performance is progressing throughout an engagement and what success looks like. This is so it’s really easy to communicate to stakeholders the value that SEO is driving as part of an omnichannel strategy.
We know that SEO performance can be confusing, so we try to make it as clear as possible by telling a clear story and setting clear KPIs and objectives to manage expectations from the outset.
We start every project by clearly asking our clients upfront what the main objective of their website is, and what they are looking to accomplish through SEO efforts. This gives us clarity and direction on what topics to explore online when assessing online search interest and opportunity aligned to their website.
We then take a baseline of current website performance, across a core set of common SEO metrics, so we have a point of reference to refer back to before the engagement began.
As the next step, we build a forecast of future expected performance for our client’s site. This is based on the keyword opportunities identified in the keyword research combined with current organic traffic numbers.
We look to set KPIs at the start of an engagement, providing a high-level SEO forecast to help identify these, and understand what we can expect to achieve over time. These are presented and are collaborative with our clients, so we have clear goals set in place to work towards.
We provide monthly dashboard reports to our clients, pulling in their KPIs and the baseline taken at the beginning of each engagement to refer back to. These focus on the core SEO metrics, rankings, traffic, engagements, and conversions, but these can be heavily customisable where needed. They include the detail necessary to make actionable changes, but also provide a short executive business ready summary for senior stakeholders.
For user behaviour on your site (e.g. number of users, average session durations, sessions by channel, page views, goal completions, etc.)
For monitoring your site’s presence in Google search results (the number of impressions, clicks, average position, etc.)
For tracking the keywords and market share we want to target based on your business priorities and understanding your organic landscape.
This is a question we are asked commonly in SEO and the short answer is that it depends on many different circumstantial factors including the level of commitment from our clients to make changes, available resources, and competitiveness of the landscape. However, we prioritise changes to try and focus on the immediate traffic-driving tickets first to show the proof that SEO can work. In most cases, 4-6 months into our engagements when we start making active changes to our clients websites, is when we start to see healthy consistent improvements in their analytics data.
If you have any questions about us, or want to reach us, please do not hesitate to contact us or send us an email. hello@performancei.wpenginepowered.com
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