In contrast PPC (Pay Per Click) i.e paid search campaigns show results in just a few hours . But, they last only till you are paying for them and then there is the click fraud nuisance which just seems to be going on increasing.
SEO results do take time to show but they last till the website is being maintained and updated.
Measuring and monitoring the SEO results , managing the client expectations and communicating the results effectively to them is crucial to the success of any SEO campaign. Well, let me tell you this itself is a very challenging task and easier said than done. More so as the SEO work profile is not clear to many people and the clients do not know what the SEO professionals do .
Hence, SEO companies need effective tools to measure and provide this relevant data to the clients. The best approach to this is to use a simple Analytics tool such as GOOGLE ANALYTICS and be focused on targeted results.
In order to be focused on the goals for every website, firstly define the current SEO status and where the site is currently positioned (i.e before starting the SEO process) . Ideally share this data with the client by creating a login for the analytics as he can monitor the results on his own. Educate the client regarding the metrics and data available. As the SEO campaign picks up momentum , compare the results on a periodic basis and share the results with the client.
The client is more concerned about the sales leads . Hence check if the online form on the website is working and the email id which receives the form data is being checked regularly by some responsible person. Only when the online inquiry is followed up efficiently it can be converted to sales. If possible have a copy marked to your email id for calculating the ROI for the amount spent on SEO.
However, the success of the SEO campaign may not always be sales leads as this will depend on the purpose of the website.
The purpose of any website may vary as follows:
- To generate sales
- To add advertisement currency to an account (affiliate marketing website)
- To share news & views with the visitors
- To receive donations
- To spread awareness about an issue
- To increase the no. of subscribers
- To educate online
What data you are tracking may vary from website to website but the process of tracking the data remains the same.
Measure the current Metrics - Out Reach the global market - Monitor The results - Tune and Tweak the SEO Campaign accordingly.
Last but not the least , keep the client well informed and discuss openly and honestly about the developments and results achieved (good or bad). We have constructed an a process, for our own use, feel free to request a copy.