|Use Case||– 10 min read –||May 23, 2018|
Three Business Tasks We Solved With Serpstat: More SEO Clients, Automated Reports,
And Trackable KPIs For SEOs
And Trackable KPIs For SEOs
Increasing the lead conversion rate
The lead-to-client conversion usually ranges from 10% to 15%, but you need to work out the entire sales funnel and be extremely persuasive in order to get one client.
And even if we consider only qualified leads, it could take a very long time. But we need clients now.
Besides, here you can analyze how effectively the website is performing, what pages are already visible and are ranking for at least several keywords. This is a faster way to achieve traffic objective than dragging keywords from the top 100 search results. We usually set the filter "Domain's position for a keyword" and pick the keywords the domain is ranking between 10 and 20 positions.
Also, during this stage, we can solve the issues of "underestimation" or "revaluation" of link building budget. And the best advantage here is that the salesmen can carry out these steps themselves after two or three master classes from our technical specialists.
Automating the process of creating the reports that meet client's needs
The second step was the work with the Pagespeed Insights API, which allowed displaying the site's current load speed. This is a crucial ranking factor, and it also affects the conversion, so we decided to create a separate block for this metric in the report.
This report displays the current load speed of the site and you can leave a comment to it, as well as read the detailed recommendations from Pagespeed Insights about how to increase the load speed.
The third step in the reporting modernization was based on Serpstat API. Clients often ask to show not only overall overview but also the comparison with the competitors. The graphs are the best way to visualize the data. We decided to add the graphs of the site visibility compared to competitors, as well as the graph of keywords increase.
Setting smart KPIs for SEO specialists
What metrics should the SEOs monthly objectives be based on? This question has been discussed a lot. There are tons of different theories of what KPIs are the most crucial, but none of them is 100% accurate. We created our own KPI system to measure the results of our SEO team.
- Keywords the project is displayed for in the Serpstat's search;
- Distribution of CTR by position (according to world studies);
- We also considered the results of keyword research + we expected that the number of keywords the website ranks for at the top of Google's search increases by 10-15% per month.
It was a shot in the dark, but we had no alternatives. Now we're using a totally new KPI measuring system which is based on Serpstat's API.
The project manager also has access to the project's data so that he can check how the project is going with dynamics by days in his personal account.
Thus, we get a set of SEO tools with a convenient interface as well as solve the problem of KPI difference.
- Our salesmen believe that this is the easiest tool and it is not necessary to be a technical person to work with it.
- SEO experts rely on Serpstat because it gives the opportunity to be one step ahead of competitors, facilitates the projects'optimization and helps to achieve the desired objectives.
P.S. We are waiting eagerly for the keyword clustering updates to speed up the process of designing the SEO-friendly site's structure at the development stage.