What is a 360-Degree SEO Impact Evaluation
You’re selling in a digital marketplace. Your success depends on your ability to master that marketplace. First you need to know what is going on – now – before you can know what you should do next.
Are you appearing when someone looks for you? Is your search result selling you, or dampening their enthusiasm? When they click, are they happy with where they’re taken, and are they swept right along to a conversion – or stymied?
What are your competitors doing? Is what they’re doing affecting you? Are they beating you out of search results positions? Why – and how? Are they doing things you could imitate? Are they making mistakes you could capitalize on?
The decisions you make – the next steps you take – can be informed and supported by the answers to these questions. You can know what you should be doing next, and what will make the most difference. You don’t have to guess anymore. You can take back control of your marketing and manage it as effectively as you do the rest of your business.
Digital Impact Appraisal Steps:
- You give us some background (we’ll ask you questions) and provide us with 5 – 10 competitors and access to a few tools (Google Analytics, etc.)
- We use 30+ cloud-based tools (and decades of digital marketing experience) to conduct the inspection.
- We come back in about 10 business days with an in-depth, factual report and present it in a 2.5-hour meeting. During that meeting, we will answer the following questions:
Just some of the questions we will answer for you
Questions answered about your customers.
- Who are they – demographics, functions, preferences
- What they search for and how they search for it; what matters to them
- What they expect from companies like yours
- Where they are located
- Where else they go
- Where they come from when they come to you, and where they go after
- What pages they come in to, and which pages they tend to exit from
- What they look at most on your site
- What kinds of content do they find most relevant
- How long they stay
- The devices they are using
- How your market is doing overall – interest and trends over time
Questions answered about your current search landscape.
- What they search for
- How they search for it
- What else they search for that is related
- How you rank now
- What Google needs from you, to rank you highly
- Top keyword trends in your market
- Rising/falling keywords, trends
- Top organic competitors
- Which keywords do you share with the competition, and to what extent
- Directories and search engines – your foundational presence
- Your domain authority, which factors into how highly Google will rank you
Questions answered about your paid search landscape.
- What keywords are being used to find your type of product
- What ads are being run by competitors
- How much are competitors spending
- Which ads are working, and how you can imitate their success
- Which ads they discontinued
- What their strategy been, and what you can learn from it
Questions answered about your conversion towards revenue.
- What are the micro decisions involved in the buying process
- Which website pages and landing pages contribute positively to conversion – or send users away
- What kind of content will help you convert
- How you’re showing up in search results – where conversion “starts” – e.g., how well your meta descriptions are working for you
- Click-through rate
- Bounce rate – how many are coming and then leaving
- What you can do to get the bounce rate down
Questions answered about your competition.
- Who are your known/unknown/new competitors
- Who Google considers your key competitors
- How much traffic have they been getting, over time and compared to you
- PPC – see Paid Search section
- The landing pages they are using
- Where are they strong/weak in their digital footprint
- How you compare to them, in terms of search
- How mobile-friendly they are
- What are the best practices in your industry
- What is “distracting” your customers – which is another form of competition
- Who is gaining/losing traffic share and how are they doing it
- Top competing performers in search
- The customer discussions they are involved in
- The sites that bring them traffic. (These are “backlinks” – which Google factors heavily into where they rank you. The more reputable the backlinks, the more Google favors your site in search results.)
- Their sources of traffic (e.g., search, social, links, direct); how much traffic comes from which sources
- Best sources of traffic – for you and competitors
Questions answered about your technology.
- How mobile-friendly you are – and what needs fixing
- How fast/advanced you are technically (measured mostly in terms of search-engine favorability, customer friendliness, and content display)
- What tools should you be using to create, monitor, and optimize your digital marketing and revenue