It’s an exciting time when you decide to hire an SEO company to help your business grow. However, the real question is, how can you tell if they’re actually delivering results? It’s not just about getting more eyes on your website; it’s about converting those visits into something meaningful for your business.
This article will guide you through the process of evaluating your SEO company's performance. We’ll break down key metrics, signs of progress, and what to watch out for. By the end, you’ll have a clearer picture of whether your investment is paying off.
Setting Clear Goals and Expectations
Before we start measuring success, it's crucial to define what success looks like for you. Are you aiming for a certain number of website visitors? Do you want to increase sales, leads, or maybe expand your brand awareness? Having a clear set of goals helps both you and your SEO company align efforts and expectations.
Once you’ve established your objectives, communicate them clearly to your SEO provider. A good company will help refine these goals, ensuring they’re realistic and aligned with your business needs. For example, if your goal is to rank number one for a highly competitive keyword in just a month, they should discuss what’s feasible and suggest a more attainable timeline.
Remember, SEO is not a one-size-fits-all solution. Each business has unique needs, and your strategy should reflect that. By setting measurable and specific goals, like increasing organic traffic by 20% over six months, you’ll have a concrete benchmark to judge the results against.
Tracking Organic Traffic
Organic traffic is often the first thing people think of when measuring SEO success. It refers to the visitors who come to your site through unpaid search results. Google Analytics is a handy tool for tracking this metric.
Look at the organic traffic data over time. Are you seeing a steady increase? It’s natural to see fluctuations, but a general upward trend is a good sign. If your SEO company is doing their job well, you should notice more people finding your site as a result of their efforts.
It's also worth looking at where this traffic is coming from. Are you attracting visitors from regions you’re targeting? If not, your SEO company might need to adjust their approach. Additionally, consider the quality of traffic. More visitors are great, but are they the right visitors? If your bounce rate is high, it might indicate that the traffic isn’t well-targeted.
Monitoring Keyword Rankings
Keywords are the backbone of any SEO strategy. Tracking your keyword rankings helps you understand how well your site is performing in search engine results. Your SEO company should provide regular updates on your rankings for targeted keywords.
While it’s tempting to focus on ranking for high-volume keywords, don’t ignore the value of long-tail keywords. These are longer, more specific phrases that often have less competition and can attract highly targeted traffic. For instance, “best running shoes for flat feet” might attract fewer searches than “running shoes,” but those who search for it are more likely to convert.
Keep in mind that SEO is a long-term game. Rankings can fluctuate due to various factors, including changes in search engine algorithms or increased competition. Consistent improvement over time, however, is a strong indicator of effective SEO work.
Analyzing Conversion Rates
At the end of the day, traffic and rankings mean little if they don’t lead to conversions. Whether it’s filling out a contact form, signing up for a newsletter, or making a purchase, conversions are what ultimately drive your business forward.
Check your conversion rates before and after hiring an SEO company. If there’s a significant increase, it’s a good sign that their efforts are paying off. An effective SEO strategy will not only bring more visitors to your site but will also improve the user experience, making it easier for visitors to convert.
Your SEO company should also be involved in conversion rate optimization (CRO). They might suggest changes to your website’s layout, improve call-to-action buttons, or enhance the content to better guide visitors through the buyer’s journey.
Evaluating Content Quality
Content is a major player in SEO. It’s not enough to just have content; it needs to be high-quality, relevant, and engaging. Your SEO company should be creating content that resonates with your audience and answers their questions.
Review the content they’re producing. Does it align with your brand voice? Is it informative and well-written? High-quality content helps establish your authority in your industry and encourages visitors to spend more time on your site, which can positively affect your rankings.
Moreover, great content can earn backlinks from other reputable sites, further boosting your SEO. If your SEO company isn't prioritizing content, it might be time to revisit your strategy with them.
Assessing Technical SEO Improvements
Technical SEO involves optimizing the backend of your website. It ensures that search engines can easily crawl and index your site. While these improvements might not be visible to the naked eye, they are crucial for a successful SEO strategy.
Your SEO company should be addressing issues like site speed, mobile responsiveness, and secure connections (HTTPS). These factors contribute to a better user experience and can significantly influence your search rankings.
Tools like Google Search Console can help you keep an eye on these technical aspects. Ask your SEO provider for regular updates on what technical improvements they’ve implemented and how they’re impacting your website’s performance.
Receiving Regular Reports and Communication
Transparency is key in any business relationship. Your SEO company should provide regular reports that detail their activities and the progress being made. These reports should be easy to understand and align with the goals you’ve set.
Look for reports that include metrics like traffic, rankings, conversions, and any changes made to your website. A good SEO company will also explain these metrics and what they mean for your business, rather than just sending over a bunch of numbers.
Additionally, communication should be open and frequent. If you have questions or concerns, your SEO provider should be responsive and willing to discuss them. A proactive company will also keep you informed about any changes in the SEO landscape that could affect your strategy.
Checking for ROI
Ultimately, the most important measure of your SEO company’s success is the ROI. You’re spending money to make money, so it’s crucial to analyze whether the services are actually contributing to your bottom line.
Calculate the ROI by comparing the revenue generated from SEO efforts against the costs. This includes not just the fees paid to the SEO company, but also any additional expenses related to website improvements or content creation.
If your revenue has increased and you’re seeing a positive ROI, that’s a strong indication that your SEO company is delivering results. However, if the numbers aren’t aligning, it might be time to reevaluate your partnership or discuss other strategies with your provider.
Identifying Red Flags
While it’s important to focus on positive results, being aware of potential red flags can save you from disappointment later on. Here are a few warning signs that your SEO company might not be delivering:
- Guarantees of Instant Results: SEO is a long-term process. Companies promising quick results might be using questionable tactics that could harm your site in the long run.
- Poor Communication: If your provider is hard to reach or doesn’t provide regular updates, it could be a sign of disorganization or lack of transparency.
- Focus Only on Rankings: Rankings are important, but they’re just one piece of the puzzle. A good company should also focus on traffic, conversions, and overall business goals.
- Lack of Customization: A one-size-fits-all approach rarely works in SEO. If your company isn’t tailoring strategies to your specific needs, it might be time to look elsewhere.
Final Thoughts
The journey to understanding if your SEO company is delivering results involves a mix of analyzing data, clear communication, and aligning with your business goals. By setting clear expectations and regularly reviewing the metrics discussed, you can make informed decisions about your SEO strategy.
On a personal note, working with Pattern offers a unique approach. We focus on creating programmatic landing pages that target a wide range of search terms, ensuring your brand is found by people ready to make a purchase. Unlike most agencies, we emphasize results, not just traffic. Our conversion-focused content doesn't just attract visitors; it turns them into paying customers. At Pattern, we integrate SEO into a broader performance marketing system, ensuring every dollar you invest contributes to real ROI. We don't leave SEO to chance; we make it a reliable growth channel that's part of your bigger picture.