How 4 Global Agencies Are Proving SEO Value
Explain the client’s “growth chamber” with specific metrics
Another crucial aspect for you to define a definition of shared success is the mapping of the client’s real estate search.
Analyzing their status quo and their competition on specific key phrases and topics will give you the opportunity to create a compelling business case. As Telford explained:
“As an integrated agency, at Clarity PR, our philosophy is to view Google as the world’s largest online newspaper. By taking a full page view, our research, public relations, and compensation teams can work together to help a client achieve maximum coverage across search results. We always ask: what about the global keyword sphere? It is not just about rankings, but about the choice of subjects and the possession of this space.
One way to set the stage for this growth to happen in terms of SEO is to use a reliable visibility metric as an indicator of “market share”.
Calculated as a weighted share of impressions against search volumes, SEOmonitor’s visibility metric, for example, allows you to define a key strategic entry: the company’s growth margin in a specific space.
Taking the visibility metric as a performance benchmark will also help you build confidence in your agency’s reports.
Here is how GroupM Turkey does it:
“Customers who are relatively new to the digital landscape want full control over their rankings and online presence. Having the Visibility metric and its explanation at hand, we can check the status daily, look at the competitors and see which keywords are influencing the visibility changes and if this is an opportunity for our client.
If you operate at an integrated level of communication, enriching SEO-specific metrics will improve both customer understanding and your tactical creativity.
“We found that we were getting fantastic results with traditionally service-specific mixing tools,” Telford said. “So enrich keyphrase research with sentiment analysis tools or help PR teams spot topic opportunities using keyphrase benchmarking or a cover-ready cover. SEO using backlink analysis. Bringing new angles to practices has helped stimulate creativity and client success.
Take advantage of your SEO reports and speak the client’s language.
As we have already hinted at, reporting is another big part of an agency-client relationship that can be negotiated from the start.
“We are all on the ground with the client,” Ng said. He underscored their competitive advantage by allowing senior management to interact directly with client teams from day one.
“By working with large clients who have their internal digital marketing teams and analytics needs, we have to constantly adapt to their model rather than the other way around,” said Ng.
This is why connective3 focuses on creating personalized dashboards that serve internal teams at every stage of their collaboration together while allowing the client to do their marketing reports.
“Customers like to query the raw data,” Ng said. “So we start the journey together by personalizing that data and then becoming the information providers. And I think it pays off in terms of training on our role and the client’s ability to also feed their internal business intelligence tools.
This is where API access and custom Data Studio connectors come in handy. Your designated SEO tools should allow you to keep the customer up to date with every step of their SEO campaign, making reporting another indicator of trust.
After all, it’s about constantly communicating that initial SEO value you promised in the launch phase while tracking your shared success metrics.
The monthly report is not only a great time to take the customer’s pulse, but a space to reaffirm expectations, troubleshoot strategy, and even supplement it, as you gain more hands-on experience of the customer’s business.
As the experts at our agency pointed out, there are many ways you have to show how the value of SEO translates into business results throughout the campaign lifecycle.
But it’s essential to establish common ground and negotiate what success means from the start.
Transparency, from pitch to reporting, is essential:
- A forecast will help you set realistic expectations and explain the client’s potential for growth in a specific industry.
- A visibility metric will help you explain what the digital landscape looks like for your customer compared to competitors on specific keyword groups.
- Integrated research and public relations metrics will help you paint an accurate picture of the customer’s status quo and their potential to own a specific digital space.
- SEO reporting solutions and data accessibility will improve communication with your customers and allow you to create even more value for their marketing efforts.
To help agencies in their quest to get and manage more clients, at SEOmonitor we offer unlimited API access and multiple Data Studio connectors at no additional cost, so you can customize your campaign data the way you want.
Join us, along with hundreds of SEO agency clients, on the journey to bring more transparency to the SEO industry.