Business owners who outsource their Google Analytics and/or SEO, have raised concerns over this website improvement article.
In that article, I explained why website traffic needs tracking and analysing. if they were outsourcing the task, they wanted to know:
“Am I being ripped off?”
This wasn’t a question about price, it was about the value of the service and outcomes received.
As a business owner, the level of information you need to process, the business areas you need to be on top of and the constantly changing requirements, is exhausting. No matter how productive you are, you can’t be an expert in all business aspects from operations, financials, marketing, IT, leadership, innovation, administration, procurement, customer complaints etc.
A Jack of all trades and a master of all, doesn’t normally pan out, even though we wish (and sometimes believe) it is true.
Running a successful business is about maximising your strengths, working on what we are good at, enjoying what we are doing and letting the rest go.
If you decide to outsource your website traffic and SEO reviews, this is what you need to be aware of. You can then make an informed decision and generate positive returns from your investment.
Tip 1: Don’t pay for data Google Analytics gives you for free
Take a couple of minutes to login into your Google Analytics account or any other website tracking software you use. Have a look at the charts and raw data you are provided with and then compare them with the reports and reviews you are paying for.
Is your report just a regurgitation of the graphs and figures you have free access to? If that is what you are paying them to provide, that’s great! If it isn’t, Tip 2 will help you.
Tip 2: Make sure your website data is analysed & explained
Google Analytics charts and tables are great; I use them in my reports to clients. I do this because they are freely available to the client and I don’t believe in charging for unnecessary work.
The facts and figures provided are a visual representation of your website visitor numbers and site usage. What you should also be provided with, and what you should be paying for, is an interpretation of this data. This should include specific tailored actions to enhance your website and business, and they should be restricted to keyword suggestions.
Tip 3: Your business strategies should not be focused solely on website data
To develop effective website and business strategies, you need an all-inclusive approach. You, or the person you are outsourcing your website traffic and SEO reviews to, need to have experience and knowledge of business operations, industry, commerce, social media, consumer behaviour and local, national or international affairs, and any other areas or concerns specific to your business.
Your clients and business are more than numbers.
They have motivations and needs, problems and setbacks, joys and achievements…these are more powerful than any data set.
Tip 4: Avoid guaranteed Page 1 Search Engine results
Companies trying to sell me SEO Page 1 results clog my spam folder. They promise Page 1 or my money back, however, achieving this is relatively easy. Type in your business name and you’ll already be on Page 1. This is why you need to read the fine print and understand what you are paying for.
If you aren’t on Page 1 for your business name, a step has been missed in your website set up. Keywords aren’t going to help fix this, so you need to investigate or call in a professional.
You want to achieve this coveted search engine position for key search terms, not just for your business name. Think about what your ideal client would type into the search box if they are looking for a solution to their problem e.g. 24 hour emergency plumber in Stoneville, can I recycle tetra packs in Perth, sexy shoes for people with different size feet etc.
Search Engine Optimisation is a jigsaw where all the pieces fit together, but it takes patience, practise and trying different options.
There is no set and forget easy method. What works this month will probable change in six months or a year. SEO is more than keywords and search terms – it is influenced by constantly evolving website tools, algorithms, information and clients.
Tip 5: Know whom you are outsourcing to
No matter what work you are outsourcing, you need to conduct some level of due diligence. This means discovering if the company is passing your work on to a third party. Are they offshore? What vetting or security processes have they undertaken? Will they tell you who this third party is? If your business requires it, do they have an understanding of local issues, influences or concerns?
Are they charging you a premium for an outsourced service you could arrange yourself for less money? For the same price could you hire a local business whom you can build a relationship with and protect your business under Consumer Law?
When you outsource you are trusting and granting access to someone else. At a minimum, you should do the same checks you would for an employee, to ensure you are protecting your clients and your business. Outsourcing raises a number of questions regarding fair trade, financials, liability, security risk, fraud, effectiveness, productivity…
You really need to know who you are letting inside your business.
If you are asking the ripped off question, whether it is about website traffic reviews or something else, go with your instinct. Ask questions of your service provider and of others. Understand what you are paying for and who is actually doing the work.
You then need to decide if this relationship is the right fit for your business and your own peace of mind.
Wishing you success in business and in life, and if you need any help with your google analytics, website traffic reviews or SEO, please reach out to me.
Rebecca Collett, Managing Director of Snowed Under Solutions Pty Ltd
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