In the vast realm of digital marketing, there's an adage: "If you can't measure it, you can't improve it." While seemingly simple, this statement captures the very essence of why SEO reporting is indispensable for enterprise businesses. Companies that neglect SEO reporting risk navigating their digital journey without a compass, leading to lost opportunities and potential revenue.
At Peaks Digital Marketing, we see this all the time. Businesses often lack understanding of the importance of good reporting, or they focus too much on metrics that don't move the needle. For example, focusing on page views when the real focus should be on conversions. Knowing which metrics to track leads to better reporting and, eventually, to a better strategy as well. But you may be wondering, "where do I start?" Well, the answer is easy: start with identifying what your goals are. Continue below for a deep dive on the importance of SEO reporting.
The Three Steps for SEO Reporting
Data is the most important ingredient to crafting successful business strategies. Yet, as important as data is, it's just one ingredient. What you need is a recipe that transforms that raw data into actionable strategies. What follows is a condensed version of our SEO reporting process.
Understanding a Company's Goals
When a client comes to us, they don't know a lot about SEO most of the time. That means they don't have an established SEO strategy or goals. Our goal is to provide clients with both. How do we do that?
We ask the clients what their goals are in regard to SEO. Typically, clients tell us they want to improve leads or sales. For example, medical clients may want to increase their call volume, which leads to scheduling appointments. However, in order to meet those goals, we have to work backward.
After identifying a client's goals, we run an initial SEO report to help us understand the strengths and weaknesses of a business's online presence. This helps us see metrics such as impressions, clicks, time on page, and sales conversions. With proof in hand, we go back to the client and make recommendations.
Mapping Conversion Goals to Business Goals
Ultimately, the goal of SEO is to drive traffic to a site in order to make sales, which helps the business reach its financial goals. To do that, we have to find the most lucrative conversions on the client's website and find ways to optimize them. Recognizing these touchpoints is the foundation for effective SEO reporting.
If the main customer interaction is happening through a blog or product page, we optimize those pages with additional keywords and links that expand their reach. Using existing content that's performing well as a template, we're able to create additional content that gives the business a better chance of ranking for related terms. Whether it's additional blogs or landing pages, the more chances we have to reach potential customers, the better chance we have of increasing conversion rates.
Creating Custom Dashboards
After pinning down the most valuable conversions and finding ways to optimize them, it's time to seamlessly integrate them with broader business objectives. This involves the creation of specific dashboards tailored for each service or product offered. Through these dashboards, businesses can effortlessly track their success metrics and make data-driven decisions.
The Pitfall of Generic Reporting
It's alarming to note that despite the numerous advancements in SEO tools and platforms, many reports churned out today remain insipidly generic. Metrics that don't drive conversions or revenue, often termed as "vanity metrics," are akin to empty calories — enticing on the surface but lacking in substance.
Instead of an exhaustive list of every conceivable metric, businesses should sharpen their focus. Prioritizing tracking which pages harvest the most conversions and understanding those pages' conversion rates can offer invaluable insights. And when these high-performing pages are identified, leveraging SEO tools to scout for analogous terms and pages can multiply the success.
Deciphering the KPI Conundrum
A recurrent question posed by many clients is, "What KPIs should we be zeroing in on?" While there's no one-size-fits-all answer, a few metrics are universally crucial:
Conversion: The number of users taking the desired action.
Time Spent on Page: Indicates user engagement and the quality of content.
Profitable Pages: Recognizing which pages drive the maximum revenue can guide content and SEO strategies.
However, it's salient to note that KPIs shouldn't be cast in a monolithic mold. They must be tailored and tracked on a product-by-product basis through individual dashboards. This segmented approach ensures precision in gauging success and shortcomings.
Climb Higher Than Ever With Peaks Digital Marketing
In the intricate ballet of digital marketing, reporting and strategy are interwoven in a symbiotic relationship. Reporting, with its data-rich insights, lays down the groundwork. And strategy, informed by these insights, choreographs the moves. Think of reporting as the list of ingredients — a raw potential. Strategy then, is the recipe that brings those ingredients to life, crafting a dish that delights the palate. By mastering both, businesses can navigate their way to unparalleled digital success.
Peaks Digital Marketing, a leading SEO marketing firm based in Denver, works with clients from small family-owned businesses to enterprise companies with hundreds of employees. Our agile team can produce reports, create content, build websites, and provide you with high-level strategy. When you're ready to take your company's SEO strategy to the next level, give us a call at (720) 432-7115 to schedule a free consultation.
