Website SEO Audits:A Lesson in the Making
Okay, you all know what an SEO Website Audit is…right? It’s where as an SMB, you hire an SEO firm to do a complete inventory of all of your website – each page, each form, each whitepaper, each offer and everything else too…and then come up with a qualitative analysis of same.
You, as the SMB owner, would then study this long repport to determine what you thought were the various issues with your site and why it was not generating leads or converting prospectives into real live customers.
Or you’d read that long report conclusion by the SEO firm you hired, to see what they had to say on the exact same rationale. At least that’s what we believe an SEO Audit project should entail…but that appears to be not the overall impression, we find!
What do I mean by that and what kind of evidence has appeared to make us think that?
Well, client feedback of course…and that’s the real way…the best way we’ve found to get at the truth, and her’s what I mean.
You hire an SEO firm to do a full Web Audit…and days later you receive same. You read, you learn, you ‘wiki’ for terms you don’t understand….you think and analyze the various audit points…and then you add that SEO firms listed items to consider.
And then what do you do? Well, in our experience, it goes like this…breaking down our clients into 3 different categories….
If you hired that SEO firm to do “just” an SEO Web Audit….you take away that data and days turn into weeks….and you do nothing with those oh so very important SEO Campaign points. You sit on them. You ask your nephew if he can “do” what appears to be needed to gain a better optimized site…or you drop by your accounting dept. to see who might be “free” to do some changes to the company website. In other words….you do little to take advantage of those SEO points….in fact, the budget dollars spent on same are really wasted. Bad choice, IMHO and for us…we see this in about 33% of the folks who come to us for an SEO Web Audit.
If however you hired that SEO firm to do not only the Web Audit, but then also to followup on same with a full site optimization and the collateral SEO Campaign too…that is the Web Audit was only the first “domino” to fall in your quest for new traffic and revenues….then this makes so so much more sense. These marketing dollars are both well invested and well harvested too….as the successful Web Audit reveals what’s needed and then what’s done by the SEO firm on your behalf. In our experience, that accounts for again about a third of all of our SEO Web Audit projects for clients….who sign on for the full package and then get the full rewards too!
So your math skills tell you that this leaves a full third or 33% of our Web Audit clients who are unaccounted for…right?
This last third….is the third of your client base that in fact, we SEO practitioners do not really like to work for – and that’s exactly what we get attitude wise. We work for them. They know SEO, we don’t. They’ve read tons of posts from a Google on ‘SEO tactics’ and they want us to “just go with the pack.” They read our audit points….and fight every single one of them with contra rationales from posts they found that go back only 6 years. Or 2 years, or just last week. They know what they know…what’s best for their site and what’s best for their new traffic too….and we’re told to just “do” what we’re hired to “do”….no real thought is needed…just audit, report, then do their bidding.
Sigh….we do get clients like that. We used to be pretty slow on the uptake of same and couldn’t really decipher this type of client before we were hired very well…. but not so much anymore. Now a simple set of queries we use to determine what category of client they will be helps us know just what and where a solid Web Audit will lead them. This is our most “unfavourite” category of client….and yes, about one of every three who approach us falls into this group…sigh…
Do we still take these clients?
In many cases yes, as we feel that a successful Web Audit will show them what it is they don’t know…and offer them the opportunity to make a real SEO Campaign work that will help drive new traffic and revenues to their site. Often, we’re disappointed…but still we look to the future with hope….it’s a task that all of use SEO practitioners know is often fraught with disappointment…but we push on anyways….educating your clients is all in a day’s work, eh!