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Measurables: What Good SEO Companies Offer
Recently, I was in a discovery meeting with a business owner, “Marcus”, who’d just – earlier that same day in fact – cut off his former SEO service provider. After spending a considerable sum of money with this particular person, Marcus cut him loose due to poor accountability and an overall lack of results.
If you’ve ever discussed SEO and Web Marketing in general with me or a reputable SEO service provider, you know most of the initial questions are to gauge where things currently stand with your marketing efforts.
After all, you can’t know where you’re headed if you don’t know where you are.
My conversation with Marcus was a very positive one, and I look forward to future discussions as to how MoxieMen can help his company achieve their goals.
But the discussion started off a little on the rocky side, hence the following exchange:
MJ: How much traffic has your site been getting?
Marcus: I don’t know.
MJ: OK… I noticed that you have Google Analytics installed – do you look at your data?
Marcus: I don’t even know how to log in.
MJ: How have sales been?
Marcus: We were spending $xx dollars on Google Adwords, and that generated some sales. But it was a net loss overall so we stopped Adwords. There have been no sales through the site since.
MJ: But it was generating sales while the ads were running?
Marcus: Yes.
MJ: So instead of looking at what was working in terms of ads and keywords and stepping that up, and reducing the tactics that weren’t generating sales, he just shut the whole thing down?
Marcus: (discouraged) Yeah. He set it up and didn’t do anything. Ads just ran until the monthly budget ran out.
MJ: Do you have access to the Adwords account?
Marcus: How do I do that?
The conversation progressed positively from there. In fact, Marcus has chosen Enliven as his new Web marketing partner. While this is obviously great news and we are excited for the opportunity to work on his project, I couldn’t help but feel sympathic for Marcus’s lack of awareness for the performance of his own Web presence.
It wasn’t his fault; he was relying on the former service provider’s expertise to free up his own time for more important tasks. That’s why companies hire us in the first place. But he should have been informed if nothing else.
See Part 2 of this miniseries of blog posts: The 5 most important SEO Metrics.
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