Could Arthur have prevented this sticky situation?

Sometimes conversion rate matters more than site ranking

1. Hypothesis

Service Gaz Plus is a company specializing in the transportation of fluids, particularly gas. The client recently watched a YouTube video explaining how blogging can oman telegram data generate more revenue. Since then, he’s been determined to reach the top position on Google.

The company’s blog focuses on new accessories and gas industry technology (vaporizers, solenoid valves, etc.). It is already ranked on the first page (TOP 10) for many industry-related terms. However, the website is struggling to attract new leads .

Arthur is convinced that with a little on-page optimization, the site can be in the top 3. He sets up a monthly positioning monitoring report with a tool ( Monitorank , YoodaInsight , etc.) and makes some optimizations.

2. The problem

Three months later… The site is ranking first for a handful of targeted keywords, and keyword ranking reports are encouraging. However, lead growth remains slow . The client sends Arthur numerous emails, trying to figure out why the number of customers hasn’t increased.

3. The solution

 First, Arthur could have set appropriate expectations from the start of the campaign. Some clients struggle to understand how SEO works, so it’s no surprise that clients tend to view rankings as the sole criterion for success .

Translating customer needs into an actionable strategy that will improve the company’s revenue is part of your responsibilities. If the customer’s expectations are wrong, you need to steer them in the right direction .

Arthur chose SEO for certain keywords as an indicator and gave the client false hope. On-page optimization helped the site rank first, but had no impact on leads. Since the client’s primary goal was to increase leads, conversion tracking would have been a much better tool for assessing the campaign’s success.

For example, if Arthur had configured Google Analytics to count new form submissions or had installed a lead tracking tool, it would be able to provide insights into the client’s primary goal.

 Understanding when visibility matters

1. Hypothesis

Parole d’avocat is a local law firm that has ai’s role in leveling the playing field been providing legal services to clients in their city for many years.

However, demand has recently declined, so the client hopes  to attract customers from neighboring towns and the region .

He is adamant that the site must appear in searches that mention the nearest major city , even if it is about 100 km away from the office.

Arthur agrees to build new SEO pages and try to make the site visible in major cities in the region, since that is the client’s stated goal.

2. The problem

Three months later… Even though Arthur has done his best, he hasn’t managed to get the site listed in the region’s major cities . The client is starting to wonder if it might be better to spend its marketing budget differently, perhaps by buying print ads in magazines, since it knows these have worked in the past.

In this example, Arthur’s approach was flawed from the start. Even though the client explicitly stated that their primary goal is to rank in major cities in the region, their underlying goal is to expand their client base . Getting a law firm’s website to rank in cities within 100 km of the site is a daunting (if not impossible) task. Thanks, Google!

3. The solution

Helping a business increase its average monthly organic traffic (mid-tail) is much less difficult and just as useful. Combine this with a SEA acquisition strategy (work your network) targeted at major cities and you’re good to go. It’s your responsibility as an SEO specialist to explain this to your client .

By focusing on keyword SEO, Arthur limited his pitch. Keywords alone don’t paint a clear picture of the situation. It would have been wise to monitor incoming traffic to the site by acquisition channel using Google Analytics . Arthur could have segmented the traffic data to understand the audience’s location. A more targeted approach combined with:

• an SEO strategy focused on small neighboring towns
• an SEA strategy on the major cities of the region

Implementing these actions would probably have satisfied the customer more!

 The stages of an SEO campaign

As you can see, first of all, you need to understand your client’s goals! Of course, similar actions must always be implemented, particularly with regard to the 3 pillars of SEO  :

1. content,
2. technical
3. popularity.

But if we take content as an example, you certainly know that its quality is essential. However, depending on your customer’s needs, quality is again ambiguous . If you want to sell a product, encourage the download of an e-book, or encourage people to sign up for a newsletter, the “quality” of your content is not the same!

So, the steps to follow are as follows:

1. define customer objectives ;
2. find the most suitable solutions to achieve them;
3. set up the most suitable KPIs to verify the success of the SEO campaign.

Because rest assured, you can’t have a single SEO campaign model and offer it as is to your clients! This is what makes the SEO profession so beautiful and interesting…

Which KPIs should be used to measure the results of an SEO campaign?

As we’ve just seen, not all performance indicators are the taiwan lead same. They are closely linked to the objectives your client wants to achieve . So, during the first meeting, remember to define them precisely and make sure they are truly measurable.

You can then take charge of implementing the most appropriate strategy and defining the performance indicators that best correspond . To help you, we offer a non-exhaustive list of indicators to monitor below.

Also remember that to quickly achieve these goals and maintain them over the long term , a good SEO campaign must be built on solid foundations. This is why a complete SEO audit is necessary before embarking on the creation of an SEO strategy.

Engagement measures

All these settings can be adjusted in Google Analytics  !

• Conversion rate (conversion quantity divided by the number of visitors)
• Time spent on a specific page (to be compared to the length of the content to have a coherent result)
• Pages per visitor (important if the goal of a page is to convert and redirect to another page)
• Bounce rate (even if this indicator is not the most important, it can be useful depending on the objective to be achieved)
• Scroll Depth 
• Etc.

Measures related to your audience

This information is also available on Google Analytics .

• Traffic channels  : allows you to isolate a specific channel (SEO, SEA, social networks, etc.),
• Geographic data : to perfectly geolocate your readership
• Demographics  : Does it match the customer avatar?
• etc.

Traffic measurement and positioning on search engines

Google traffic and ranking information is available on tracking tools such as SemRush, Ranxplorer or Search Console .

• Evolution of organic traffic  : overall evolution and comparison of seasonality are good indicators.
• Number of keywords on the first 3 pages of Google  : allows you to know the evolution and the potential for improvement.
• SERP ranking evolution  : to be compared with the client’s main objectives.
• etc.

Other factors for measuring an SEO campaign

• Click-through rate (visible on Search Console): perhaps the Title or meta description could be improved?
• Semantic score of a page (with our semantic tool ): the page is consistent with the entire site and sufficiently linked to others ( internal meshing ).
• The number of backlinks  (for example with Majestic or Ahrefs): allows you to control the quality of each link.
• The popularity of the site (for example with Majestic or Ahrefs): to know the success of the netlinking strategy.
• Etc.