By Daveanderson Success indicators:
Getting into the essential items, it is worth mentioning that the initial conversations and alignments have already been established:
- you identified the need for SEO;
- Searched for agencies and professionals in the market;
- Spoke to the Company and detailed its needs;
- SEO experts analyzed your context and;
- They went to you to present the budget.
In other words, here we have entered the moment where the SEO Company needs to prove value and explain how its service works.
And one of the essential points (which may not come at the beginning of the proposal) that needs to be clear are the success indicators.
After all, we are talking about constant work. Where will your company pay the supplier to work on SEO.
But how will the return on this investment be measured? How will you know if your money is being spent correctly?
This scenario is not always so objective, as there are companies with varying knowledge about SEO.
So, ideally, the budget should consider two types of indicators:
- Strategic indicators;
- Tactical indicators.
Strategic indicators
These are the business numbers.
This is relevant information for the CEO, for the owner, for the non-technical person. Typically, for those who are not part of marketing.
The objective here is not to go into the merits of the delivery and execution of the Company, but rather the result of the
work.
In terms of SEO, strategic indicators are usually:
- Organic visits;
- Organic leads;
- Organic opportunities;
- Organic sales;
- ROI.
It is not always possible to have all this data, as sales and ROI, mainly, may depend on the accessibility of the company’s commercial network.
The others, however, must be included in the SEO budget and, consequently, in the company’s or professional’s work routines. Click Here for SEO Services in Calgary
Tactical indicators:
Here are day-to-day indicators.
These will likely be most closely monitored by the company’s marketing manager or analyst, who will be interested in more closely monitoring the Calgary SEO Company’s executions.
It is important to remember that these numbers should never replace strategic indicators.
The supplier must deal with both, or, if the Calgary SEO Company does not have someone responsible for marketing, only deal with the strategic ones.
More tactical metrics typically include:
- Position on Google by keyword;
- Position on Google per page;
- Pages with the most traffic;
- Keywords with the most traffic;
- Pages with the most visits;
- Keywords with the most visits;
- Pages with the most conversions;
- Keywords with the most conversions;
- Bounce rate per page;
- Time on page per page;
- Among others!
The presence of indicators in the proposal to be received will ensure that your company can look at the real result, regardless of the Company’s technical executions.
Context analysis
As we have already said, the presentation of the SEO budget assumes that you have already spoken to the specialist.
And in this conversation, aspects that differ from company to company were explained:
- Target Audience;
- Digital maturity;
- Current marketing processes;
- Current sales processes;
- Specific business pains.
With this information, the Company could also observe its current context in digital terms: - Website quality;
- Available content;
- Organic traffic;
- Organic leads;
- Competition;
- External Links.
So, we are talking about more than 11 factors that will change completely from one company to another.
And, considering this, would it be possible for a generic SEO budget to serve two diametrically opposed companies?
Certainly Not:
This is not a standardized solution. It must be customized for each company.
And, although the execution does not vary, the context needs to be considered. The SEO Company needs to make items such as:
- How much organic traffic does your company already have?
- What is the conversion rate and leads coming from Google?
- What is the organic visibility? Does your website appear in searches?
- Is the website good? Does it need to be redone?
and the content? Can it be used? In what way? - How is the competition? Better? Worse? Is a blue or red ocean?
In the end, if the Company or professional doesn’t ask anything about your business and doesn’t evaluate even one point of the current organic context, take a step back.
This is because, without this context analysis, it is very likely that the supplier will offer you a generic solution. The same one he proposes to anyone who comes to him.
And what is the rule for generic solutions? They don’t work for everyone.
In an SEO context, where the scenario is naturally complex, proposals without considering a context analysis rarely bring results.
