5 Keys to Getting the Best Performance From Your SEO Supplier

The aim of this article is not to downgrade SEO Agencies, or indeed give the impression that search optimisation is a waste of time. The issue it addresses is that most clients and businesses need to better understand how organic listings can be setup successfully, not just an income stream for a SEO agency or freelancer.

1. Use Analytics to Measure Your Performance (Google is Free)

The first challenge is to measure your traffic. If you don’t measure the visitors to your site, how can you then work out whether Search Engine Optimisation is working for you?

Whilst there are many good walkthroughs for setting up Google Analytics, and even some from Google themselves, the reality is that any web developer or designer can set this free service up with a minimum of fuss.

The next step is to login and take a look around. Too many businesses who have analytics never look at it. If your website is a serious part of your business, then you need to take it seriously too. Get to know Analytics, and in time, you will LOVE it, not because it’s beautiful, but because it can do beautiful things to your business performance!

2. (Virtually) Ignore Search Ranking Reports

This is a little contentious, but strikes at the heart of SEO. The old claim of ‘Page 1’ ranking or performance can miss out the two most important first steps:

  • The relevance of the keyword phrase: getting a good ranking is great, but not for terms which bear no relevance to your products or services
  • The popularity of the search terms: there is no use getting excited about ranking for a term no-one uses!

We are not saying that ranking reports are useless, but merely that they need to know their place, which is after ensuring that the keywords being targeted are both relevant and popular.

3. Understand The Traffic a SEO Agency Actually Delivers

Once you access Analytics, you can quickly find your ‘Organic’ traffic into the business. We have three ‘hats’ into which we put the keyword phrases we measure:

  • Branded – keyword phrases to do directly with the business brand, branded services or people who work for the business
  • Relevant – keyword phrases which do not mention the brand, but are relevant to the services and products supplied
  • Irrelevant – keyword phrases which are irrelevant to your brand and business and which you (mainly) accidentally rank for

The ONLY category which your SEO should be working in is the ‘Relevant‘ category. The ‘Branded’ phrases you will end up ranking for regardless, it is something that Google is fantastic at doing for you. The ‘Irrelevant’ phrases are to be ignored, if your SEO points to these, then just ask them to focus on the business aims as these are of no value to you.

4. Measure the Traffic and Use it to Value Your SEO Efforts

SEO Performance ChartHere’s an example graph from a spreadsheet you can download here (the numbers have been modified as this is merely an illustration).

Free SEO Valuation Template

 

 

 

The spreadsheet illustrates clearly how we can then take this ‘Relevant’ traffic and work out the value of it to our business.

The guesswork is now gone, we actually understand the value of the traffic.

To clarify, we go through these steps:

  • Make sure we are viewing organic keywords only
  • Split out the keywords into their categories (see above)
  • Measure them over the course of time (seek growth)
  • Value them based on visit and/or enquiry

Then, we have something to work with, and can evaluate the performance of our SEO agency which will help us lead the process in the right direction.

5. Make Sure You Measure Correctly!

Track Your Visits Correctly

So, what happened in the top image, did the business in question upset Google and get ‘whacked’? Or, was it an update which affected rankings? Perhaps the site changed dramatically?

No, it was not an external factor causing the drop in organic traffic. In this instance it was that the client was running a Google AdWords campaign and didn’t tag the links correctly into the website.

So the reporting was bundling organic and paid traffic together and giving the impression that the overall traffic was really strong. Worse, it was also reporting that there were rankings on many of the target keyword phrases when it was the advertising, not the SEO, achieving this. It was only when we got involved that this error was corrected.

For any business, the key is to set a long term SEO objective for your business – if natural traffic can win you business, then SEO is an excellent channel to market. But only if tackled properly and effectively. If you need some help, just call us on 01962 605 000, or read more about our marketing services as we think SEO is great, but only successful as a part of the overall digital marketing mix.

Achieve Growth That Works

Examples Of Our Content Work

Content Nautilus Sailing

On the Right Tack

It’s too easy to be carried away by the lifestyle and adventure of the Nautilus crew, from the Pacific to the Med, they deliver award-winning sailing experiences.

However, we are not helping them sell holidays, they sell skipper courses so that clients can sail their own yachts and catamarans. So the content is geared around this. It’s still beautiful, but it speaks to the right audience.

Perfect Platform

What is there not to love about kids and garden play? The photos are great, settings wonderful and the structures are pretty awesome. But, to be honest, you can’t have photos of children included and then all the structures are based around the same ‘ingredients’.

So, you need to become storytellers, as tree houses and adventure play is about the joy and fun to be had by small and large adventurers as their ideas spark into life. It’s the story we tell!

Content Gardenatics

Examples Of Our Close Work

AI & Automations Toynbee Associates

Build Smarter

An engineering firm wanted to build business but also be equipped to grow. With a new practice manager in place who was committed to digital transformation, we integrated CRM, task management and project tracking systems to create a system that works for them.

It now tracks quotes, commissions business, pushes through deadlines, keeps clients aware of progress and helps them deliver high quality structural engineering projects on time and on brief.

Tech Leadership

When we first started working with Domin, we introduced them to Airtable and also recommended a CRM to streamline their account management. It was the start of a beautiful relationship.

They now use Airtable effectively as an ERP system for their order management and global supply chain, and the CRM drives the growth in sales and clients across the world as they add to their product lines.

AI & Automations Domin

Examples Of Our Ads Work

Ads Chargebase

Charging Up

With a number of local teams, we needed to come up with an ad strategy that ensured that the value of the job, and the journey time would make profitable commercial and residential enquiries for Chargebase.

A lightweight, geographically tight, precisely worded set of campaigns was plugged into the business. And the lights went on!

Giving Berths

The challenge with Nautilus isn’t the product, it’s amazing! The test is to avoid sailing enthusiasts and drill down to their audience: people who want to learn to skipper.

We have worked closely with Nautilus for over ten years distilling down a range of very precise advertising campaigns to deliver exactly what they wanted. A flow of future skippers looking for adventure.

Ads Nautilus Sailing

Examples Of Our Organic Work

Organic Unloq

Organically Sourced

Working in a high ticket specialist field means that every visit has value. Rather than focusing on volume, this was a more meticulous project which was driven by quality of enquiry as well as volume.

We recognised that there were certain keywords which significantly outperformed and provided the kinds of leads Unloq were looking for. We split the proposition into two websites for different audiences and focused each website for different keyword clusters. Client acquisitions soared.

To Another Level

Having worked with Flexspace on two iterations of their website the biggest challenge has been leveraging their sites and types of property to build a range of keywords to reach business owners.

Whilst the first website was effective in building traffic, we learned so much from that process that round two (six years later) was another step uo. Structure and internal linking was optimised for a wide range of relevant keywords which built a steady flow of converting organic traffic to Flexspace.

Organic Flexspace

Examples Of Our Social Work

Social Gardenatics

Quality Posts

Tree houses and climbing frames are really easy to share, every family loves some active play. However, for Gardenatics we needed to make sure that we selected the right strategies for the right platforms.

In particular, the Pinterest channel we created for them gave great scope and leverage for the brand, as photos of builds were pinned far and wide and, given the bespoke nature of the constructions – future customers knew the best brand to help them with their garden was, of course, our client.

Financially Vested

Unloq’s aim is to stand out and be different in the M&A world, but at the same time, to give confidence in the services they offer. They have to both be confident and discreet, persuasive but measured.

Our social media strategy is to ensure that we use a combination of videos, stings, dynamic messages and text to continue to reinforce the values and services which make our client the best route to inorganic business growth.

Social Unloq

Examples Of Our Email Work

Email HCL Fasteners

Securing Business

With a wide range of products, applications and service offerings, HCL could be seen as demanding. Yet, by integrating segmentation techniques on company size, sector and purchase history, we are able to choose the audiences to send emails to, and uncover what works.

Each email is scoped, the audience identified, professionally written, designed and then integrated with tracking from within the email as well as through analytics.

Delivering Value

High-value, low-volume email marketing requires a specialised approach. One that speaks the right language to partners, clients and prospects, whilst underpinning the values that make Unloq’s services unique.

With split lists, containing some shared and some unique content, we have created variety without the overhead of coming up with three completely new emails every time. Precise, targeted and confident – just like our client.

Email Unloq

Examples Of Our Websites Work

Websites Unloq

Leading Acquisitions

The ability to persuade visitors and generate leads in a field as challenging as mergers and acquisitions needed a very careful and considered approach. Attention to detail and the use of the right language are crucial to gaining the trust and confidence of the audience.

We worked closely with the client, embedding ourselves in their business so that we could learn more about the M&A marketplace, we mapped their audience and delivered two websites with specific strategic goals for their business. They remain the main lead-drivers for this rapidly growing enterprise.

From the Ground Up

How to prepare a structural engineering practice for growth? Firstly, make the website have real quality and impact. To communicate the values of the business as well as match the expectations of the target property owner and partners for the business.

The eventual site focuses on the outcome of working with our client, high-end solutions to reinvigorate homes to fit with a luxurious London and Home Counties lifestyle.

Websites Toynbee Associates

Examples Of Our Lead Generation Work

Lead Generation Chargebase

Charging Forward

It should be simple to find leads for EV charging in the South East of England, but sometimes what looks easy is, in fact, a real technical challenge.

Firstly, whilst there is a lot of searching for EV points, we only want to target those who want an installation. Secondly, we also need to avoid congested areas where there is only on-street parking. Finally, they had a preference for commercial, not residential installations.

Not so simple, but we plugged away and found a steady flow of electric leads.

Recruiting Leads

We’re familiar working for clients with complex audience requirements. For Technical Resources it is a constant balancing act between job candidates and employers. If you don’t have enough flow of each, then the business struggles.

We helped them create specific sections with unique messages for each audience to give them the best chance of generating leads. Each section is then tracked independently so that we can get the client to candidate ratio just right.

Lead Generation Technical Resources

Examples Of Our Ecommerce Work

E-Commerce Nautilus Sailing

Another Class

Whilst Nautilus is setting the standard for real-life skippering courses, they recognise there is a substantial audience for online learning.

Having established their new website, we integrated their online courses and set up several routes into registering or trying their online masterclasses as well as tracking paid enquiries into the system to measure relative performance.

Manning the Pumps

If you’re challenging an established industry where cost, supply chain and value is a mystery, then what better way to differentiate than do the opposite.

We created transparent pricing, clear discounts, delivery expectations and global dispatch. Each product had about a thousand combinations, so clients could order exactly what they wanted.

E-Commerce Domin

Examples Of Our CRM Work

CRM HCL Fasteners

Attached to Clients

With an increasingly global customer base, a broad range of client needs, and a growing internal team overseeing proposals and quotations, HCL were in need of consolidation.

We helped them bring together all their prospects and clients in one place and recommended ways of segmenting the customer base. They are quoting more often, more quickly and closing more business and, by attaching the CRM to their email platform, also being able to build more repeat business.

Building Business

The practice had just recruited a manager and was looking to bring together all their enquiries and proposals into one place. We recommended, configured and launched a CRM for them that gave them visibility over all their leads.

As they developed their services, and added to their team, we let them adapt and shape the process to remain ahead of the pack.

CRM Toynbee Associates

Examples Of Our AI and Automations Work

AI & Automations Toynbee Associates

Build Smarter

An engineering firm wanted to build business but also be equipped to grow. With a new practice manager in place who was committed to digital transformation, we integrated CRM, task management and project tracking systems to create a system that works for them.

It now tracks quotes, commissions business, pushes through deadlines, keeps clients aware of progress and helps them deliver high quality structural engineering projects on time and on brief.

Tech Leadership

When we first started working with Domin, we introduced them to Airtable and also recommended a CRM to streamline their account management. It was the start of a beautiful relationship.

They now use Airtable effectively as an ERP system for their order management and global supply chain, and the CRM drives the growth in sales and clients across the world as they add to their product lines.

AI & Automations Domin

Examples Of Our Customer Success Work

Customer Success Flexspace

Prefilling Space

Offering short leases and contracts to small and startup businesses leads to challenges for Flexspace. Every unit is up for renewal every year. Furthermore, with standard attrition within small enterprises, there is always space coming available.

Yet, with a building database and a ready list of prospective, as well as existing clients, we have advised them on systems and strategies to convert more of their database and to see problems for fill rate before it becomes a critical problem.

Making Sales Buoyant

With a growing reputation, but skippering being seen as a one-hit sale, it seemed that repeat business would be a challenge. However, Nautilus had two strategies we were able to support with very effective marketing campaigns.

Firstly, they now have an Alumni network called ‘The Tribe’ who regularly go on flotillas with each other, coordinated by Nautilus. Secondly, they have catamaran deliveries where different teams are assembled to take their boats point to point, often across oceans – another level of experience!

Customer Success Nautilus Sailing

Examples Of Our Systems Work

IT Systems Unloq

Positively Paperless

Our client had already adopted some systems, and whilst using cloud-based technologies, it was still mainly mail, calendar, documents and spreadsheets.

We worked closely with them first putting in place a CRM, then a no-code platform to run their projects and have continued to make them more efficient, paperless and collaborative than ever before.

Navigating Technology

When we initially worked with Nautilus, they had grown successfully on an inbox and a spreadsheet. For a small business, that makes sense and keeps it simple, but it becomes harder the more conversations, quotes and bookings are managed.
It became clear that they needed to collaborate and track more.

With an envious Tripadvisor rating, their customers expect the perfect experience. Having scoped out their requirements, we helped them choose the right CRM and then helped scope it out to fit their needs perfectly. Now their office team of four can work together, using a range of communication channels to get the job done.

IT Systems Nautilus Sailing

Examples Of Our Uncategorized Work

Examples Of Our Analytics Work

Analytics Flexspace

Unit Measurements

One extensive website with an enormous range of pages and content, where offers adapt every month to the demands of the clients, and capacity changes meaning that conversions never stay the same.

So, we report and analyse every month, understand how the different areas of the website are performing, receive briefings from our client and adapt for the month ahead.

On the Right Track

Two websites offering a wide range of services, where quality leads are of high value, but there are large volumes of time-wasters, it is vital to ensure that every lead is accounted for.

Our ‘secret source’ for them tracks from Ads, Organic, Google Analytics 4 and in their CRM to make sure that we know exactly the cost of every good opportunity. In that way, we can flex accordingly.

Analytics Unloq

Examples Of Our Branding Work

Branding HCL Fasteners

Keeping it Secure

It’s always a challenge taking an established business, with all the heritage that comes with the old. However, backed by a supportive client, we took them from a ‘WordArt’ style to something that is as flexible as their clamps!

You can see the nod to the product range, but this is such a versatile logo, portrait, landscape, white out of colour. It allows imagery, buttons and offers to pop as it has clarity and style.

A Fluid Solution

Taking on an unexpected full rebrand in thirty days was not necessarily part of the remit, but we’re always up for a challenge.

New iconography in place with a subtle and yet distinct nod to hydraulics and the ‘D’ for Domin. We also founded and formed a proper brand book to ensure that consistency remains in place for cross-media activity.

Branding Domin

Examples Of Our Create Work

Content Nautilus Sailing

On the Right Tack

It’s too easy to be carried away by the lifestyle and adventure of the Nautilus crew, from the Pacific to the Med, they deliver award-winning sailing experiences.

However, we are not helping them sell holidays, they sell skipper courses so that clients can sail their own yachts and catamarans. So the content is geared around this. It’s still beautiful, but it speaks to the right audience.

Perfect Platform

What is there not to love about kids and garden play? The photos are great, settings wonderful and the structures are pretty awesome. But, to be honest, you can’t have photos of children included and then all the structures are based around the same ‘ingredients’.

So, you need to become storytellers, as tree houses and adventure play is about the joy and fun to be had by small and large adventurers as their ideas spark into life. It’s the story we tell!

Content Gardenatics

Examples Of Our Graphics Work

Graphics Domin

Beautifully Engineered

The most valuable aspect of Domin’s products is hidden in the ‘secret sauce’ of how they build the most efficient and compact hydraulic systems. The products are well-engineered, but the outcomes

An Acquired Taste

Mergers and acquisitions marketing imagery rife with stock photos of business meetings, office blocks and cityscapes. But Unloq is different. The name is the focus: to unlock opportunities, unpick information and open up value for clients.

So the imagery is simple, clean and relates to the process of unlocking rather than the environment. We recommended striking black and white imagery that nails the brief, engages the viewer and turns attention to messaging and actions, whilst complementing the brand palette.

Graphics Unloq

Examples Of Our Communicate Work

Email HCL Fasteners

Securing Business

With a wide range of products, applications and service offerings, HCL could be seen as demanding. Yet, by integrating segmentation techniques on company size, sector and purchase history, we are able to choose the audiences to send emails to, and uncover what works.

Each email is scoped, the audience identified, professionally written, designed and then integrated with tracking from within the email as well as through analytics.

Delivering Value

High-value, low-volume email marketing requires a specialised approach. One that speaks the right language to partners, clients and prospects, whilst underpinning the values that make Unloq’s services unique.

With split lists, containing some shared and some unique content, we have created variety without the overhead of coming up with three completely new emails every time. Precise, targeted and confident – just like our client.

Email Unloq

Examples Of Our Video Work

Video Unloq

It's a Big Deal

When it comes to mergers and acquisitions, clarity of message and presentation is paramount. We worked closely with the client, writing a script, choosing a voice-over artist, stitching together images, video and illustrations.

The two videos were short enough to share on social media, but professional enough to take pride of place on the website – raising the profile and credibility of Unloq and with more to come.

Another Level

How best to display some of the finest tree houses and climbing frame builds in the UK? We used a combination of close-up and drone footage to showcase Gardenatics’ custom builds.

It makes the website stand out, differentiating from the competition and justifying the quality and value on display. It has helped them continue to win new clients across England and Wales looking for that premium option.

Video Gardenatics

Examples Of Our Convert Work

Analytics Flexspace

Unit Measurements

One extensive website with an enormous range of pages and content, where offers adapt every month to the demands of the clients, and capacity changes meaning that conversions never stay the same.

So, we report and analyse every month, understand how the different areas of the website are performing, receive briefings from our client and adapt for the month ahead.

On the Right Track

Two websites offering a wide range of services, where quality leads are of high value, but there are large volumes of time-wasters, it is vital to ensure that every lead is accounted for.

Our ‘secret source’ for them tracks from Ads, Organic, Google Analytics 4 and in their CRM to make sure that we know exactly the cost of every good opportunity. In that way, we can flex accordingly.

Analytics Unloq
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