Why do success criteria vary?
While the variable in some measurement reports is the SEO visibility table, in some measurement reports it is the increase in the number of organic visitors. From time to time, it is possible to see many variables in the report at the same time after unconsciously managed SEO processes. Before starting to implement a strategy, it is necessary to establish effective communication with the customer and clearly learn what he expects after this work.
Even if you have a roadmap in place, customer demands and industry criteria are variable. Therefore, customer demands will also vary. Even if you have a contrary opinion to the culture you carry, for some customers the criterion may be the increase in positions they see on search results pages, while some customers may want to establish an SEO strategy for reputation management.
In this case, it will not be possible to use the same measurement methods in this approach that belongs to two different cultures. While one side will only focus on the position order, the other side will be homeowner database interested in how well the online image is managed. As seen in the simple example, customer expectations can change the success variables from beginning to end. Work that is not carried out in parallel with customer expectations will fail in the eyes of the customer even if it has achieved a successful result. Maintaining an idealistic stance and doing the right thing will not change the customer's mind and the result will seem like failure.
What to do?
If the sales and operations teams operate independently of each other, the connection between the two teams must be successfully established. The operations team will start to manage the strategy it deems appropriate unless additional information is provided to them. However, if the sales team and the customer do not know all the details, interests may conflict and cause problems. The two teams must act in harmony with each other! If there is a single-headed operation instead of a system operated by two teams, being able to clearly request customer expectations, listening to the customer and explaining what is ideal will be enough for the beginning of a smooth operation.
What basic tools can be used to measure success?
Regardless of your customer diversity, you need to have full control behind the scenes and use basic tools with different functions.
Google Analytics
The unchanging Google Analytics offers very healthy data together to make measurements with its changing structure. [caption id="attachment_1972" align="aligncenter" width="605"] Google Analytics Acquisition Report[/caption] With the Google Analytics acquisition report, you can measure visits and analyze behaviors by viewing all channels together. You can also track conversions for e-commerce systems. You can also view rates compared to the previous month with the monthly comparison option.
Search Metrics
With the help of Search Metrics, you can review your SEO visibility reports and check your words in organic rankings. You can check the changes in words weekly and compare them with the words of your competitors. [caption id="attachment_1982" align="aligncenter" width="605"] Search Metrics - SEO Visibility[/caption] After detecting the increases and decreases in the SEO visibility table, the weekly updated “rising and falling keywords” table should be indispensable in order to understand the change that caused this. Search Metrics is a very advanced tool for making comparisons with your competitors. It offers the opportunity to easily compare your SEO visibility. In order to understand the reason for the difference in the visibility table, it will be enough to compare the keywords of the competitive site with the keywords of the relevant site.
Positionally
Positionly is a system that allows you to track the daily changes of all the keywords you add to the system, one by one, and also has a reporting service. It allows you to take customized notes on all the keywords you add to the system, and it also offers the opportunity to track competitive sites comparatively by adding them to the system.
Conclusion
In order to create a successful SEO process, customer expectations must first be clearly determined and the work must be continued together with customer expectations and ethical SEO culture in common. In order to report customer expectations, appropriate data of appropriate tools must be reported and closely monitored. Expanding or limiting the basic tool list used according to sectoral changes should be under the supervision of the consultant. When the right tools are used together with expectations, it will not be difficult to create a success story!
