Why so? Let’s find
Why SEO firms are fired?
You know SEO is great and also you know what SEO could do to a business. Being on top of the sales funnel, it can divert targeted traffic to any website but it would be wrong to blame SEO for the failure of the marketing team to convert traffic into leads and leads into sales.
As a responsible SEO partner to a web-based business, your job is to look at domain authority, keyword targeting, traffic generated and conversions. While these metrics show growth of website, they don’t excite clients as they don’t reflect revenue earned. The only thing that interests clients is revenue generated.
If you are unable to correlate SEO metrics with marketing results, you are certain to face the music. The client wants to know how SEO is helpful in marketing and if you are unable to relate SEO and marketing, he will fire you from the job without understanding how many efforts you put for website optimization.
Want to save your job? If yes then shift the focus from SEO metrics to marketing results.
Highlight marketing in SEO metrics
SEO metrics are one side of the coin hence they don’t show the whole picture. Actually, the metrics have to be translated into marketing results and it is possible only when you have the data related to revenue generated through sales.
The SEO metrics show:
- Page views
- Unique page views
- Average time on page
- Bounce rate
What clients want to see?
- Opportunities generated
- Conversion rate
- Leads developed
- Revenue generated
How would you relate SEO metrics with marketing results? You know results are achieved with SEO efforts but unable to explain the relation between SEO done and revenue earned. You need a person that understands your job and who the client trusts. He should be a member of sales team of your client.
Include the marketing head of your client in your team
The problem in conveying SEO results to the client is in communication but if you have a trustworthy person in the sales team of your client, you can easily convey your marketing message to the client and win his confidence. The marketing head will first make SEO metrics as your team member and then take the metrics to the client who is his employer. Since the marketing head understands SEO metrics, he can easily relate the metrics with marketing results.
The marketing head will match the SEO work done and the results achieved and try making relations between SEO and revenue. And he will certainly find how SEO helped in achieving revenue goals. He’ll champion your cause before the client and in this way, help save your job. Also, you shouldn’t dismiss his opinion in SEO. Also, you can help him by making a dashboard that can help draw meaningful conclusions between SEO and marketing results.
Build your dashboard
The job of correlating SEO with revenue is challenging as you have to bring two different metrics on one platform and draw the relation between them. SEO gains could be surprising but the client is unable to see the benefits. Here his marketing head, who is also your team member, could help. The dashboard would work as a tool for your champion.
SEO works for everyone but clients aren’t able to see it working. SEOs get fired not because of their inactivity but the inability to explain SEO working. If you can make your clients understand how your SEO benefits their businesses, you would never get fired.