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Hello! My name is Anna Olyanaya. I am the founder of an online agency with a focus on SEO promotion. In this blog I tell you something important and interesting for everyone who deals with websites: specialists and entrepreneurs. I will share my knowledge and experience about running an agency business and marketing in general. Subscribe!
For the last 8 years, almost everyone has recognized site traffic from search engines as an adequate measure of SEO effectiveness. Based on this indicator, guarantees for the result are issued, it is measured and shown in monthly reports. But is it enough to evaluate the quality of the SEO team’s work?
Let's figure it out. Let's start by defining the terms.
Transitions from search, search transitions, search traffic, visits from the PS - show how many people went to the site from search engines.
You can get this data from analytical systems such as Yandex.Metrica.
It will show the total number of visits from search engines for the period.
It is the indicator of visits from the PS that we rely on when we want to evaluate the effectiveness of SEO.
Now let's move on to guarantees.
Based on this, guarantees are established for the first stage.
However, it is important here not to try to insure yourself for the long term. All forecasts for longer periods are a pitchfork. Too many factors influence rankings.
If the result increases, the price per lead is adequate and decreases. You feel comfortable working with the team and there are no questions about what they are doing, we are working. No - look for options.
Then there are different payment schemes. In general, the article about different payment schemes for SEO is relevant. Several more schemes have appeared, but they are tied not to results, but to work. I don't talk about them. We are not very interested in work for the sake of work.
Our favorite and, in our opinion, the most effective for both parties is a fixed payment for fulfilling guarantees + additional fees. Pay for results from above.
Paying for each transition from above is usually 5-10 times cheaper than a transition from any other advertising channel. If guarantees are not met, proportional discounts will be provided.
Let's look at 4 parameters that can affect the effectiveness of SEO traffic and that need to be taken into account when assessing SEO guarantees.
Nowadays there are many different robots walking around websites and it is wrong to consider them the fruit of SEO work. Therefore, when predicting guarantees and assessing the result of robots, it is imperative to subtract. By the way, you may have noticed a decrease in site traffic in the last few months, precisely because analytical systems have generated reports on robots.
In the example project, robots account for 1.88% of all traffic from search engines.
If your business is physically tied to a region (for example, a store with a narrow delivery region or a beauty salon), then the region is very important to consider. And when assessing traffic, we take into account only the desired region. If you work throughout the country, we do not impose restrictions.
Transitions to the site by company name. Here everything is clear why we subtract. It is important to provide different spelling options for the name. We filter names in both Russian and English, and the domain name. And different names with typos.
For example, we analyze the clinic and its media persona. The mask will be like this.
Articles can be different and can even convert traffic into sales. But not always. It often happens that articles provide exclusively informational and also topic-related traffic that is not at all related to the sale of services. You need to first evaluate the conversion from the article section. Assess the quality of traffic and draw conclusions.
If you understand that the articles are informational and do not work for sales, you can weed them out like this.
These are the main 4 parameters that can influence the effectiveness of SEO traffic when assessing the result and forming guarantees.
And now a few examples.
The company processes visas. For 6,000 traffic from search engines per month, 3,000 are clicks based on the company name and website address.
What we do: we subtract, and in the report we show how the ratio changes. As a result, branded traffic is almost stable from month to month, while non-branded traffic is growing.
Large aggregator of car services. After 2 months of SEO work, SEO traffic increases significantly. At the same time, the marketer sees that not all traffic is converted into leads, the overall conversion has dropped. Let's see - traffic from the regions has jumped significantly. We are reviewing the guarantees, leaving only the required region. SEO traffic still increased, but now conversion correlates with traffic growth.
Real estate agency website. SEO traffic at the start of work was 8000 from PS. 7,800 comes from article traffic about how to move to the country, entry rules and other general issues. And there are almost no requests for real estate. We definitely do not take into account the articles here.
Website for the sale of building materials. A large section with GOSTs and distances to different settlements in the region. Both sections generate almost all the traffic to the site. We analyze conversions - they buy from GOST standards. We simply decide to modify the pages, display products, etc. We take into account when forecasting guarantees.
And we definitely don’t take into account the section with distances. Many more examples can be given. But I hope that much has become clearer.
If you have any questions, you can write to the SEO studio "SEO COMPUTER" on any issue by email info@seo.computer.
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