SEO specialists everywhere face one big common problem, proving that the work they are doing is important and relevant to the growth of their clients.
While for an SEO expert results like a boost in website traffic and search engine rankings are reasons to celebrate, the same may not be true for the clients for whom these results have been obtained. Because for clients, what ultimately matters is witnessing measurable and positive results for their business. What clients care about is results like growth in revenue or acquisition of new customers. So the big challenge for SEO professionals is finding a way to link their achievements in the sphere of SEO with the outcomes that their clients can understand and appreciate.
As a Digital Marketing Expert, you could be working on a number of things, doing keyword research, enhancing the website’s user interface and experience, building good-quality links, etc. Your efforts could also be leading to wonderful results. But if you don’t have a way to associate these results with the business-related metrics that your client is concerned about, then your client won’t be able to comprehend the value of these results.
Here are some key ways in which you can make the association between your SEO results and your client’s business results:
1. Understand the Priorities of Your Clients
Understand what is most important for your client so that you can align their business priority points with your own SEO priority points. Once you are clear about the areas where your client wants to majorly focus, you can plan an SEO strategy that especially focuses on improving the website performance such that the client’s highest priorities are catered to.
2. Set a Definition for a Conversion
Converting a user who is visiting a website could mean a number of things. User conversion usually requires a user to perform a certain action or interaction with the website. A converted user could be someone who purchases a product from the website or someone who submits a form. You should discuss with your client to define what the conversion exactly means for their case.
3. Create Goals Accordingly in Google Analytics
When you have a clear definition of what a conversion means, it’s time to use Google Analytics to create goals accordingly. You also want to make sure that you define the value of completing a goal or a conversion. So when you are creating goals in Google Analytics, don’t forget to also assign a rough value to each of them.
For assigning values to the goals, you might want to look at a couple of factors. One of the factors is a close rate, that is, what number out of the total leads generated by your SEO campaign converts into customers. Another factor that you should use in combination with the close rate to determine the goal values is the average customer value (average value is to be used in the case where a client’s providing multiple services each of a distinct value).
4. Keep Your Eyes on the Prize by Choosing Organic-only View
An extra view in Google Analytics that exclusively gives a picture of the organic traffic only can be a great way to have a simpler and clearer insight into the data that you want to focus on the most. This will help in ensuring that at the time of checking goal related reports, you are studying just the organic value and conversions.
5. Do Check the Multi-Channel Funnels Section
To understand better how the different marketing channels have contributed in helping your client acquire a customer, keep checking the section of multi-channel funnels. This section gives a detailed overview of the conversion path that the customer has followed. Say, for example, the client acquired the customer through a channel other than organic. But it’s possible that organic channel still played a significant role in guiding the customer on that path of conversion. To see if that has been the case, you could check the multi-channel funnels section.
6. Use Attractive Presentation Techniques to Demonstrate Data and Results
You need to present your data and results in a way that your client finds easy and quick to interpret. Impressive results can fail to leave their mark if they are not presented just as impressively. So make sure that you are demonstrating all your data and results through attractive presentation techniques.