Right off the bat everyone: If you Sell SEO then you must be able to understand and explain some basics to your client(s) and even translate the Analytics into an effective game plan.
There are no cookie cutter SEO plans and understanding the current traffic patterns of your client and ongoing data is critical in every stage of marketing. Data changes and so does the approach and combination of tools you use.
If you have a sales person or Internet consultant who doesn’t know how to explain Google Analytics to you then I guarantee that your internet marketing is not as effective as possible. Your clients might also become frustrated or feel uninformed and then come the competitors to steal your client. Common story.
I have actually worked with more than a few sales people, “consultants”, who discount SEO and claim that “Google Analytics” is too confusing to their clients so they don’t want to “waste time explaining” how it can help improve their clients’ investments.
Wouldn’t it be funny if nurses decided that reading charts was “too complicated” so they just put band aids on everything or if mechanics didn’t know how to read engine diagnostics so they just put air in the tires instead of doing a performance overhaul?
This is exactly the same.
SEO in part comes from a thorough and ongoing assessment of Google Analytics and this is used to give the necessary tweaks to over 1000 different aspects of a website.
I have built, tested, promoted, engineered, over 1500 websites. That means 1000s of scenarios which were based on Analytics results and other traffic data. Analytics is used to see whether local search was adequate, social media was sending referrals, directory listings are getting updated and act as quality backlinks, public citations to your site and so much more.
If you do not understand that’s OK. It is difficult and complex! People actually get PAID to understand this data and sometimes even get paid to explain it to clients. Some people call that technical sales….or just talking to the “tech guy”. Either way this is important to understand and as a home based company with a UPS Store Suite address for your business or a Silicon Valley sweat shop, Analytics is a must. If you are a white label provider and want to maintain the cloak of secrecy then you need to find someone who can explain this to your client. One too many times we have witnessed the worst case “I Told You So” and it never gets any easier to watch a sales person or provider hustle down the same road certain that they can beat the odds. So far, no luck. Don’t try to be a hero. Do your job or find a sidekick who can work with you to explain what details are important and what to do with your results.
By the way, less than 10% of SEO Consultants or reps have a useful level of Analytics knowledge and fewer utilize it at a true predictive analytical manner.
Sales people who do not care to understand Analytics are failing their clients. One of those salesman told me that it is not his job to explain SEO to clients but the same person has an exclusive relationship with the client and due to their white label preference they don’t include the SEO company in the conversation so 90% of recommendations don’t get relayed effectively and the rest just get communicated improperly. For a technical person in the discussion it is obvious that the sales person does not understand what is going on and soon will be looking for new clients.
They don’t want to explain it because they don’t understand it.
For example, I can take a local business with 1000 visitors a month worldwide and only 3 visitors in their local market and change it so that they only have 400 visitors worldwide and 75 in their local market.
This means that we just improved the quality of visitors by increasing potential clients in their market from 3 to 75.
An SEO company will now go try to steal your client by telling them that their traffic dropped from 1000 to 400 visitors and the salesman and the client will have no clue what just happened.
This has happened on more than one occasion to my re-sellers because they refused to educate their clients on how traffic patterns work.
They say it’s too complicated. They just lost a client. And they no longer work with me. This is an essential part of a complete internet marketing strategy.
Google Analytics is the KEY to effective internet marketing and it is the cornerstone to gathering data for a solid foundation of Technical SEO.