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Best Tips for Evaluating Your SEO Strategy

Here is an understatement: There is a lot of confusion out there about SEO.   The fact is, SEO is one of the most misunderstood parts of Internet marketing.  It causes unnecessary frustration frequently because most doctors simply do not understand a few basics about evaluating SEO. In fact, I see a lot of good SEO efforts result in...

Here is an understatement: There is a lot of confusion out there about SEO.   The fact is, SEO is one of the most misunderstood parts of Internet marketing.  It causes unnecessary frustration frequently because most doctors simply do not understand a few basics about evaluating SEO. In fact, I see a lot of good SEO efforts result in unhappy clients because of communication

At Dog Star Media, we determined the key metrics and concepts the client needed to know in order to know that quality SEO work was being performed for their site before introducing our SEO program years ago.  Here are a few basics we explain over and over to make sure our clients understand the value they are getting.

1) Focus on tangibles.  Our SEO program measures all kinds of keyword-related statistics but we lead with what the client wants to know.   How is my web site traffic and how many people called me?   We post all of our SEO reports but we analyze and post Google Analytics reports on traffic and user experience and require tracking telephone numbers so we can report on phone calls from the site. 

Tracking telephone numbers are the least expensive tool we offer and they are the most valuable for evaluation.  They record all details of the calls from a unique source (such as your web site) and allow you to see exactly what is happening when people call.  It is also a vital indicator that needs to be watched as part of a productive Internet marketing plan.

2) You are relevant on searches for terms that we are not optimizing.  Just because we are optimizing a given set of words does not mean you are not relevant on other words.  This is widely misunderstood.  Any SEO report will track the words that are being optimized on the site, but you can‘t possibly track all the relevant words.  Many clients get confused on this point.  We make this point clear over and over to clients.  It is why our program focuses on increasing traffic, which brings with it additional relevance on ALL your referenced keywords, not just the ones we are watching and reporting.

3) Run on time and be regular.  One of the great hallmarks of our SEO program is how routine it is.  Reports are generated on the same days each month and clients get the clear impression that their SEO work is being done on a schedule.  This is one of the big problems other companies have with their SEO programs.  Reporting is difficult enough to understand as it is but if you compound that confusion with haphazard deliveries, it leads to frustration... no matter how good the work is.

All of this explains why we think the key to a good SEO program is communicaton with the client.  There are a lot of technical manipulations you can make with in an SEO program but if you can’t explain what you are doing and how it helps, then you lose the client‘s attention.  If you feel like you are not getting good communication about your SEO program, why not try our program and compare?  If you are interested, please email me at donald@dogstarmedia.com.

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