Have you optimized your clients’ site for SEO? Have you revamped their homepage, invested in quality content, and maybe even purchased some strategically chosen ads for Facebook…but your clients still aren’t happy. The question is though, have you been using your rank tracker properly?
For years, I poured hours and hours into websites only to find that my clients were dissatisfied. I was optimizing their websites properly.
The problem was, in most cases, my they had no way to judge whether my work had actually helped them or not.
Unfortunately, SEO efforts sometimes take weeks or even months to really take effect, but business owners don’t want to pay top-dollar if they can’t see the numbers moving in the right direction.
Even if I were to give them access to the raw data though, most of them wouldn’t have the skills to interpret it. A doctor looking for new patients or a tax company looking to increase traffic to their site can’t make heads or tails out of keyword ranking, traffic volume, and CTR.
They just know if their site is on the first page of Google or not.
So, back when I first started offering SEO digital marketing services, I would update them regularly with a quick email and some numbers. In fact, here’s an example of an email I once sent to a client of mine. You’ll notice how he was, well…um…less than impressed.
I’ve since learned that even the most successful digital marketers won’t be able to grow their business if they can’t communicate properly with their clients. Instead, you need to give them information they can use.
1. The Best Rank Trackers Focus on VISUALS
It can be really tempting to throw a lot of information at your clients.
This might be traffic numbers, keyword rankings, or Google Adwords bids.
Don’t do it!
Whenever communicating with your clients ask yourself one question:
How can I convey this information in a way they will understand it easily?
9 times out of 10 that’s going to be visual information. In fact, according to the National Social Science Research Network, 65% of us are visual learners.
While SEO is undoubtedly important, it can be extremely difficult to pin-point exactly which changes produce which results.
However, it’s your job as the SEO agency to figure out which categories actually measure growth.
For instance, if you’ve maxed out your head terms, you might still be growing in terms of long-tail keywords.
Long-tail keywords have low volume, but these are perhaps the most significant trends you can track.
After all, long-tail keyword searches account for about 70% of all searches.
Long-tail keywords are, essentially, your key to outranking your competitors even when competition is stiff.
When customers are starting their search query, they’re more likely to type in something general, like “hotels.”
Unsurprisingly, the first result is Hotels.com.
Once your potential customers are further along in the buyer’s journey, they’re going to start searching with more specific terms, such as “hotels with a jacuzzi tub near me.”
Look at this example:
ExcellentRomanticVacations.com is #2 only after Booking.com, which is the largest hotels booking site on the internet. They attract 422 visitors a month solely with the keyword phrase “hotels with jacuzzi in room,” and nearly all of their traffic comes from easy-to-rank long-tail keywords.
In fact, this page alone has 24 backlinks. Talk about optimization! These are the keyword ranking results you want to show your clients.
According to research by Wordstream, you can drastically raise your conversion rates by optimizing for long-term keywords. While conventional conversion rates are said to range between 2-5%, the top 10% of AdWords advertisers are successfully converting at about 11.5% not on a single landing page, but across their entire site.
However, you can skyrocket that rate all the way to 36% if you know how to effectively use long-term keywords.
Source: The Rainmaker Blog
In fact, high-quality articles targeting long-tail keywords will be cheaper and more effective than PPC campaigns.
These are the keywords that are going to give you real results, and these are the keywords that, when plotted, are going to show real, trackable growth and high conversion rates.
That and long-term gains. SEO efforts take months to set in, and if you show just weekly reports, you might not even notice the growth. As you collect backlinks, your article will slowly climb its way up the ranks.
Long-term graphs will give your clients a more accurate picture of their website’s growth. SEO rankings can change drastically from day-to-day, which is why you want to focus on the bigger picture. These rank tracking visuals will give the clients a sense of how established they are in their field.
2. Regularly Scheduled Free Rank Tracker Reports
As an SEO agency, the worst thing you can do is forget about your clients.
Even if you’re regularly updating their content and optimizing their web pages, if you aren’t communicating with them, they’re not going to want to stick around.
The problem is, of course, that you’re not always available for them. While you’d love to be, you can’t always be at their beck and call with information, advice, and updates. Automatically generated reports will provide them with the support they need with minimal effort.
You never want to make your clients feel like you’re forgetting about them even though you don’t actually need to communicate on a regular basis.
This is a huge advantage for agencies and individual consultants because it allows you to set it and forget it. Your clients will be happy to receive their report, and you won’t have to take the time to go over every small detail with them because, for the most part, they’ll be able to see the progress themselves.
3. How Can I Use a Rank Tracker to Provide Useful Information?
Serp trackers also give your client useful information they might not otherwise know. While graphs can provide your clients with helpful visuals, they’ll give you invaluable insight you can use to your advantage.
For instance, let’s say that a certain page, “Essential Barber Shop Tools You Need For Your Salon” for example, has received 14,413 clicks in organic search traffic.
Your clients don’t know whether the people finding that page are searching for “barber tools,” “professional clippers,” “barber shop tools,” “professional shears,” “barber shops,” or yet some other variation of the term.
That’s where an online rank tracker comes in.
The truth is, if you can’t track your rank at all, you really have no information on which to base your marketing decisions. Rank tracking is still the meat and potatoes of the SEO industry.
When you have a chart like this:
you can track your main keywords and, with a little arithmetic, you can create a fairly accurate picture of how much traffic you’re receiving from each one.
In this case, we can go back to our keyword research tool and calculate the monthly volume generated for “barber shop tools names,” “barber shop tools list,” and “barber shop equipment list” to see how much this site earns per month for its most valuable keywords.
After all, you know that you’re most likely going to rank with the words in your H1 titles and then again with the keywords placed in your H2 and H3 titles.
You can use the search suggestion tool on the right-hand side of Serpbook’s rank tracker keyword search to add any popular long-tail keywords you might have ranked for just because they were synonyms of whatever words you chose.
As you see here, this methodology is extremely powerful for long-tail keywords like this one because even though the volume is very low, conversion rates are probably going to be very high.
There’s just 30 people using this search term, but because this site is ranking first for this term, a large percentage of those people will turn into customers.
This is where things get really interesting because we can start to find out more about the content.
If were trying to sell hair clippers, traffic volume may not even mean all that much to us. That is to say that more visits to your site may not actually help you if the leads aren’t qualified.
By contrast, someone searching for “barber shop tools list,” is probably someone looking to build a small barber shop kit of his own.
So you see, using a rank tracker is, in some ways, even more useful than a general keyword ranking because it allows you to analyze your site based on the quality of the content and not just the SEO. When you can track the traffic coming in from different sources, you can evaluate your content and SEO strategy much more accurately.
So then, as the business owner, you can go back and ask yourself, alright, why did this piece of content succeed? What exactly are my readers really looking for when they search for such-and-such, and am I responding to them appropriately? Why is this article converting at a higher rate than another one that receives similar traffic.
There’s a reason why certain articles succeed in attracting visitors over the long-term. Remember, as this chart from Hubspot reminds us, the content you write has to serve your customers’ needs. A successful piece of content will solve the customer’s problem at whatever stage of the buyer’s journey they happen to be at the moment.
By using your rank tracker to tie keywords back to content, you can evaluate your content strategy as well.
As we all know, successful blogs combine good SEO practice with great content. No blog can succeed without providing its members with useful information.
If you can combine SEO strategy with a plan for relevant content, you’ll be headed in the right direction. Not only will you keep your clients satisfied, but you can provide them with insights into their website’s performance that they wouldn’t be able to find out otherwise.
4. Can I Use Rank Trackers to Keep Track of My Goals?
Your Google rank tracker can help keep you and your client focused on your specific goals. After all, keyword rankings for the sake of keyword rankings don’t really mean all that much if you don’t use them strategically.
However, rank trackers can be instrumental to your SEO strategy if you have a plan.
For instance, you can set up a campaign to track your competitors. If Michael’s Hardware opens up a few blocks away from your repair shop, you’re going to want to know what they’re tracking for so you can make sure to rank for the same words.
You’re also going to want to set up a campaign to track your second-page keywords.
Let’s say you’re ranking on page two for a whole list of keywords. You should make it one of your goals to jump from page two to page one.
According studies done by Chitika, the largest percentage drop in traffic occurs when moving from page 1 to page 2 on Google.
As an SEO agency, you can use these reports to give very useful information to your clients about what needs to be optimized. If you have an authoritative website, a bit of publicity could earn you the backlinks you need to make it to page one.
Especially if you’re willing to make use of those long-tail keywords we spoke about earlier, you can outperform even tough competitors. These are the places where you can come back and show the client big results, which help both of you.
As a professional, your job is to provide long-term support. The kind of changes you’ll be implementing won’t cause dramatic success overnight. If you’ve ever spent hours fiddling with the color of your CTA’s, you should know there is, in fact, no perfect shade that will immediately boost you to Google’s first page.
SEO still matters. So does good content. Colors…less so.
That being said, if you’re trying to run a successful enterprise, these results can make a huge difference. You want to be able to show your clients, this is the upward growth we’ve seen this past month.
The same holds true for any pages ranking in slots 4, 5, or 6. If you can boost those into slots 1, 2, and 3, you can double your monthly traffic. It’s significantly harder to push your article up from slot 4 than it is to push it up from slot 11. However, the profit potential is higher too.
Lastly, you’ll want to use your keywords to track market trends. A keyword rank tracker can tell you an enormous amount of information about other aspects of your business. For instance, if your traffic suddenly falls, it’s possible that your site is no longer mobile friendly, or maybe there’s been a temporary change.
Is your page related to certain seasonal trends? Head over to Google Trends to see whether the change has anything to do with your ranking or with the keyword’s popularity over the net as a whole.
If your keyword ranking drops in a certain location, you might have some new competition in that area that’s taken up part of your niche.
Then, you can come back to your clients and say, “Hey, did you know about so-and-so’s business?” That’s the point where you become your client’s trusted confidante. If you can warn them about obstacles they might face before they even know it themselves, you become an invaluable part of their team.
Back to You
Evidently, there’s more to growing your client base than the four concepts I’ve explained to you here. However, I firmly believe that, with a high-performing rank tracker and these four essential strategies, you’ll satisfy your clients, maximize your revenue, and capitalize on referrals.
I know these tips work because they worked wonders for me, and they can work for you too if you implement these tools.
It took me years to figure out these simple business techniques that totally transformed the way I run my business mainly because there’s so many false promises and unreasonable expectations floating around there on the web.
That’s why I wanted to share my story with you, and finally reveal the secrets that have earned me tremendous success in my independent online marketing ventures.