It doesn’t matter how well your search engine optimisation (SEO) strategy is working for you, it’s always worth taking the time to revaluate and see if it could be doing better. Your returns might be impressive, your strategy masterful, but in these times of tightened budgets, you need to be confident that every penny you spend is worth it.
I've recently written a post titled 7 Reasons Why You Need to Deal With Search Engine Marketing Change, so I thought it would be a good idea to look at how you should review your SEO performance.
Why, if I’m seeing results, what does it matter?
It can be tempting to see a search marketing campaign simply in terms of what you put in and what you get out. If you invest £10 and see returns of £20 then that’s okay, isn’t it?
The answer may actually be ‘no’, especially if you have tasked an SEO agency with getting the best result for your budget. If you put in £10 but only £5 is effective in generating those returns, then half the investment has been wasted. Perhaps a more careful strategy would have netted you £40.
Waste is waste, even if it is being hidden by a generally successful approach, so it's vital that you can have an analytics solution which can measure this as closely as possible.
So how often should I review?
Of course, if you devote unnecessary time to reviewing your strategy too often then that’s also a waste of resources.
However, it partly depends on your business. If you are a national newspaper or the BBC, you should be analysing and implementing new keywords on a daily basis, to ensure maximum exposure within a current affairs environment.
Other businesses may be far less time sensitive. Specialist retailers, for example, may only need to review their strategies rarely, assuming the initial SEO work was solid.
The benefits of a review
One of our clients at SEOptimise has seen excellent results over the last year, but they are redesigning their site and that is a useful point to review the strategy.
Thanks to a full year of their search engine optimisation campaign, we have a wealth of analytics data to consider, allowing us to look at our original work and be confident that every pound spent is spent appropriately.
Ignoring this data and assuming nothing has changed since our initial analysis would be letting down our client, we would be failing to use all the tools at hand to drive the best campaign possible.
Of course, there is another danger. At conferences and industry events, I often meet disillusioned businessmen and women who have churned through a number of SEO agencies in a short period.
To an extent, this is inevitable within our sector, since there are too many SEO firms with a fabulous pitch (“We’ll get you into the top three Google results for your hugely competitive term in just three weeks!”), unbelievably low prices and then zero results.
If your business goes through SEO agencies faster than printer cartridges, you’re never going to achieve the results you want.
An effective SEO campaign needs time to really build up. However, if you’re constantly switching then you are just back to square one every time. Any effective existing work is likely be lost and refocused when the new agency comes in with its fresh strategy.
You can see how so many firms become rapidly disillusioned with SEO and view it as a con. Find a decent agency with good reviews and previous examples of successful campaigns, there are plenty of great firms out there.
Changing agencies doesn’t always review your strategy, it often resets it, and this can play havoc on your long-term goals.