Update: I recorded a followup video on measuring SEO ROI.
A friend of mine recently showed me the ranking reports his SEO company sent him. While the report looked good on the surface (lots of keywords + good rankings), it turned out that that ranking report was deliberately misleading: It distracted from the SEO companies’ poor performance. Watch the video above if you want to make sure you’re not getting scammed by your SEO company.
* Hey, this is David from ShoppingCartLabs.com.
* Today we’ll be talking about “How To Make Sure Your SEO Isn’t Scamming You”
* If you follow this information, you’ll be able to measure the sucess of your SEO campaigns, no matter if you work with an agency, consultant or do it yourself.
* If you don’t follow this information, you could end up spending 1000s of dollars on SEO campaigns that don’t deliver results.
* Not only could you loose money, there’s also an opportunity cost in not doing effective SEO. If your competitors execute effective campaigns, you might loose market share to them.
* If you watch this video, you’ll learn how to measure your campaigns effectiveness. Let’s get to it.
* A friend recently showed me a ranking report his old SEO Consultant sent him.
* Note that what I’m about to show you is not the actual report, I replaced his keywords with keywords form another niche to protect his privacy.
* Let’s have a look. So here we have 34 keywords.
* Not all of them are ranking yet, but most of them do.
* We have some ranking fluctiations, but generally the trend is positive. We’re gaining a lot of positions. All in all, our net ranking gain this month was 38. Seems like our consultant is hard at work, right?
* Well, not so fast. What a lot of people don’t realize is that rankings only matter if your keywords have enough search volume. There’s no point in ranking for kws nobody is searching for.
* Let’s have a look at Google’s keyword tool….
* Hmm, [stainless parrot cage] isn’t even getting 10 searches a month. Maybe this is an outlier.
* But what about [green parrot cage]? Again, less than 10 searches a month?
* [cheap parrot stands]? Barely any traffic.
* As it turns out, the only keyword that has sufficient search volume is [parrot cage], and we’re not ranking for it.
* In general, what matters way more than rankings is actuall traffic and sales referred from search engines. I’ll show you how to check that data using Google Analytics.
* You wanna go to **traffic sources -> overview -> search -> organic
* Now select the date-range your company has been working for you.
* This graph should go up, not stagnate like it does here. (Do keep in mind that it can often take 3 months or more for an SEO campaign to show results.)
* As you can see traffic didn’t increase at all. This ranking report is a clever way for SEO companies to apper busy while actually not delivering any results.
* I’ll show an example of what this graph should look like. This is data from a company I did SEO for last year. As you can see, this graph goes up drastically.
* That’s an indicator that you SEO campaign is driving traffic to your site. That doesn’t nec. mean that your campaign has a positive ROI, but at least you see that someting is happening. In my next video, I’ll show you how to measure
To recap, here’s how you can avoid getting ripped off:
* Don’t just look at rankings, make sure to monitor if your traffic is actually going up.
* At the end of every month, ask your SEO company what exactly they did. Try to find out as much as possible.
That’s it for today. If you have any questions, email me at hi[at]shoppingcartlabs.com.