Three Business Tasks We Solved With Serpstat: More SEO Clients, Automated Reports,
And Trackable KPIs For SEOs
And Trackable KPIs For SEOs
Luckily, with Serpstat, we not only found a way to solve these problems quickly but also evolved into a much better agency — we started providing higher-quality SEO services!
This post will give you an insight into how we dealt with all the issues. Let's get started.
Increasing the lead conversion rate
And which one do they usually end up choosing? The agency that proves its value and demonstrates the most expertise.
The lead-to-client conversion usually ranges from 10% to 15%, but you need to work out the entire sales funnel and be highly persuasive to get one client.
And even if we only consider qualified leads, it could take a very long time. But we need clients now.
The Keywords report allows us to check the current "ranking status" of the website.
By using additional filters we can set the foundation for further keyword research: see the list of cities to consider, the number of low-volume keywords it ranks for, and its positions for high-volume queries.
Besides, here we can analyze how effectively the website is performing, and what pages are already visible in the top-30 search results. It clearly is a quicker way to achieve the website's traffic goals than "dragging" keywords from the top 100 search results.
We usually do this by setting the "Positions" filter between 10 and 30:
That allows us to predict the time and effort necessary for the page to reach the top of search results.
Also, at this point, we can solve another issue: the underestimation or overestimation of the link-building budget. The greatest thing is, that our sales managers can do all of these steps on their own just after a couple of masterclasses.
Automating The Process Of Creating Reports That Meet Client's Needs
On the other hand, SEO experts don't want to waste their precious time explaining the data in reports or writing descriptions. They would rather quickly submit all the stats and return to work.
They provide online statistics and informative graphics, and also generate comments according to the previous reporting period. Here is an example of the report that was generated automatically:
The second step was to work with the Pagespeed Insights API, which allowed us to display the website's current load speed. This is a crucial ranking factor, and it also affects the conversion, so we decided to create a separate section for this metric in our reports.
This report demonstrates the current load speed of the website, allows commenting, as well as lists detailed recommendations from Pagespeed Insights about increasing the load speed.
The third step of our reporting modernization was based on the Serpstat API. Clients often ask to not only provide a general overview of their project but also a comparison with the competitors.
Graphs are the best way to visualize the data. We decided to add the graphs of the website visibility compared to competitors, as well as the keywords trend.
Setting KPIs for SEO specialists
On which metrics should the SEOs monthly objectives be based? This question has been a subject of heated discussions for a while. There are tons of different theories of what KPIs are the most crucial, but neither of them is 100% accurate.
We created our own KPI system to measure the results of our SEO team.
- Keywords the website ranks for in the Serpstat search;
- Distribution of CTR by position;
- The results of keyword research. We expected the number of keywords the website ranks for at the top of Google's search to increase by 10-15% per month.
The project manager also has access to the project's data to check how it's going with dynamics by days in their account.
- Our sales managers believe Serpstat to be the easiest tool to use, as you don't have to be a tech expert to work with it
- Our SEO experts rely on Serpstat because it allows them to be one step ahead of competitors, facilitates project optimization, and helps to achieve their goals.
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