Measuring results and success

Here’s a quick question for you:

How do you measure success?

I ask because in SEO – as in life itself – there’s more than one way to do so.

Some agencies might focus on rankings and that elusive #1 position.

Others?

They’ll see a boost in Traffic and Page Views as a job well done.

While these numbers are important, they’re not the end goal.

In fact, they’re just one step on the journey to search success.

In some cases we see things like:

Get the #1 ranking, instantly!

While this is great in theory.

It isn’t so good in practice.

Why?

Well, think of these agencies as Dug: the happy-go-lucky dog from Disney Pixar’s 2009 film ‘Up’.

Every so often Dug would get distracted, point in a random direction, and shout ‘Squirrel!

Ok, so squirrels are pretty cool…

…but an SEO agency shouting ‘Page Views!’ or ‘Website Traffic!’ is worthless if those numbers don’t correspond to an increase in leads, sales, and revenue.

These are the metrics that really matter.

So when it comes to choosing an agency, don’t pick a Dug.

Why is this an issue?

  • Search engine Rankings, Website Traffic, and Page Views are important metrics, but they shouldn’t replace the focus on greater goals like enquiries, bookings, appointments, lead generation, sales, revenue and/or profitability.

What should I look for?

  • Some consultants focus solely on rankings and traffic, so ensure they’re using these metrics as indicators of success, not success itself.
  • Not all keyword rankings are equal. In our experience, 20% of keywords generate about 80% of the results (good ol’ Pareto’s principle right there), while the rest are just used to make reporting look good.
  • A good partner in search focuses on a select few keywords, using proven techniques and inbound marketing strategies to manufacture brand awareness around these rather than attempting to rank for 100’s of terms that don’t help your business reach its goals.

What questions should I ask?

What makes Found different?

  • We do more of what works and less of what doesn’t
    Found focus on revenue, leads, and sales to help maximise our clients’ profitability. We prefer to focus on a select number of keywords that we know will drive the best results.

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Includes:

  • Complete list of common reasons for regret.
  • Explanations and details of why they are issues.
  • How to detect a bad deal and the red flags.
  • Questions to ask before hiring your agency.