SEO helps because
•• More Reach means more visitors.
•• More visitors take more Actions.
•• More Actions lead to more Results.
•• Results can be improved with more targeted Reach.
•• More targeted Reach leads to more qualified visitors.
•• More qualified visitors take more desirable Actions.
•• More desirable Actions lead to better Results.
And so on.
While the client might value Result metrics the most in a
routine report — and you might front-load a report with them —
you may still want to show Reach and Action metrics as backup for
your current strategies and suggestions for future improvements.
For example, are you successfully increasing Reach metrics, but
there’s not a parallel increase in Actions over time? Perhaps the
website’s visitors aren’t the business’s target audience, and for SEO
reasons you need different or better content to reach the target audience.
Or let’s say that both Reach and Action metrics are improving, but
Results aren’t. Perhaps your client’s website needs improvements to
its navigation, content, forms, shopping cart and so on — all things
that your online marketing agency can test and optimize.
The bottom line: measure and report metrics that you can sell and
a client will buy because the need for your SEO services is obvious.
Once the initial need is filled, your reports will indicate the next obvious
need in the cycle of online marketing.
Chances are, your client will hire you again.
Article excerpt from Raven Tools