Higher search engine rankings and more traffic aren’t worth much in and of themselves. You need to judge an SEO firm’s performance on the actual business results generated by higher rankings and traffic.
Take a look at key metrics that help you determine what visitors do once they land on your site, such as lead generation conversion rates, online sales, or time spent on the site. Have you seen those rates increase since the SEO effort, indicating that visitors are qualified and engaged by the content they find there?
Or are those rates going down, while other metrics -- like page bounce rates – are going up? If people are leaving your optimized pages quickly without taking a desired action or exploring other parts of you site, chances are they weren’t qualified prospects to begin with. That means your keyword targeting may be off base.
Take a look at key metrics that help you determine what visitors do once they land on your site, such as lead generation conversion rates, online sales, or time spent on the site. Have you seen those rates increase since the SEO effort, indicating that visitors are qualified and engaged by the content they find there?
Or are those rates going down, while other metrics -- like page bounce rates – are going up? If people are leaving your optimized pages quickly without taking a desired action or exploring other parts of you site, chances are they weren’t qualified prospects to begin with. That means your keyword targeting may be off base.
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