An hour ago, I received a nice spam email from a SEO company guaranteeing top 10 placements in Google and Yahoo. Upon going to their SEO plans page, they list 14 specific services they provide, with none of them focusing on analytics or how people actually find and access their site.
At my full time job today, I had a situation where the client has ranking reports for their own client, but didn’t know how to explain what it means.
I can’t blame them. Can you actually measure business success by how well you rank in Google for five or ten phrases? Hey, I admit to being there, but it was 2003. I didn’t know any better.
It winds up that their client implemented Google Analytics (GA) from the start, but haven’t looked at it since. I was so happy to hear that!
With that, I was able to put together a document based on GA, with screenshots included. It’s a short piece showing a marketing summary, how people find them, which pages users land on, which pages users leave from, navigational paths, etc.
The nice part is we gathered enough data to explain to their client what is working, and what needs to be improved at a level that they can understand. Not everyone is a search geek. That’s why they’re clients and depend on outside expertise.
We’re all getting together tomorrow for a client conference call, and it’s always exciting to engage them on their actual traffic and not just where they appear in Google for a few phrases. It educates the client, shows that search engine marketing isn’t about waving some magic wand, while hoping it turns into a long-term business relationship.