Since website optimization requires time and money, the best way to convince your customers to give priority to SEO is to perform a detailed analysis and audit.
There are at least three huge common benefits of performing a comprehensive SEO analysis based on data from a new client’s website.
First, your digital agency demonstrates its personalized and professional approach to each client by showing that you avoid standardized templates. This allows the customer to understand that you set goals, terms of cooperation and pricing policies on an individual basis.
Second, it helps build trust in your relationship with clients because they get a clear picture of what to expect, how you plan to achieve their goals, and why they are being charged at the rate you set.
Finally, a detailed analysis gives you the opportunity to establish a clear roadmap, set the right expectations and shed light on the workflow for the now educated customer. Everyone will be on the same side when it comes to understanding what suits them and which areas need to be improved.
Let’s dive into the steps you need to take to have a successful client-agency relationship.
1. Get the pulse of your client’s website: which metrics to focus on
It is immediately important to understand what type of website you are working with.
The first thing you want to determine is the quality of the domain and its authority in the eyes of Google and other search engines. You should also check how much organic and paid traffic they are already generating on your website and how many keywords they are targeting to achieve that volume.
Then look at how many referral domains they have, how good they are, and how much feedback they get from those domains. Last but not least, check the status of the website in terms of technical setup.
To get started, you can use an SEO tool such as SE Ranking Competition Research that provides local and global domain data with just a few clicks.
Here you can see summary information about any website that includes the quality of their domain and site trust ratings, organic and paid traffic, the total number of keywords they are targeting, and the number of reference domains and backlinks.
In this case, the United States has been selected as the target market and you can immediately see from which other markets this website generates traffic. However, to get a complete picture, it makes sense to look at their global statistics as well.
With this data, which covers every country in the world, including a huge database for the United States and provides accurate results, you can quickly understand the performance of their website.
After analyzing the key metrics of your client’s site in their current state, look at how they have changed over time and determine if they are on a positive or negative trajectory.
On the left side of the screenshot above, changes in traffic and overall keywords are highlighted, marking upward trends in green and declining trends in red. Everything can be clicked, which allows you to dive deeper into any point of interest.
In the charts on the right, you can get a good idea of how your client’s website is progressing in terms of traffic, keywords, and backlinks.
If you see a chart that is not growing as steadily as in the example above and contains ups and downs for any indicator, you can use an extremely useful feature that allows you to go back in time to that particular month and analyze what happened. Simply select the month in the upper right corner and you will be redirected to the relevant data page.
2. Understand your client’s target markets and keyword rankings
In addition to dynamics analysis, you can get detailed information about organic customer-targeted keywords and their multi-page rankings.
The markets in which your customers are active play a big role in terms of revenue. You want to make sure that they do not spend their budget in countries that will not give the desired results. The traffic distribution map provides a visual understanding of how much traffic a customer receives from each country in the world.
As you hover your mouse over the ground, you can see the amount of traffic the user is generating from it. This data is also available in tables if you want to analyze it that way.
In the main control panel, you can see the overall performance of the keywords in the table search parsing organic keyword rankings. This allows you to see which group of keywords you can focus on to get the fastest rankings.
To dive deeper into your keyword list, open a detailed report. Using filters, you can see which search queries they are targeting and which have improved their rankings, which ones have dropped, the keywords they have only recently started ranking and which they have stopped at.
The ability to view aggregate data and move to detailed reports is extremely useful when it comes to analyzing multiple websites on a daily basis.
A great way to get a better idea of what works well for your client is to look at the top pages and subdomains of their website in organic search.
In addition to looking at the amount of traffic that each of the main pages directs to the client’s site, it’s worth looking at the pages themselves to analyze what makes them work and stand out in search. . Given that this is where most of the traffic comes from, analyzing this site deserves your top priority.
To take this to the next level, find out which keywords rank each page and, using SE Ranking keyword research, analyze the best organic results to understand what works best for your client.
3. Assess how strong the competition niche is
An important part of this further research is comparing your client’s website with their top direct competitors .
You can see the list in the Competitive Research Dashboard main competitors of the site along with their keyword overlaps, domain trust ratings, and the total number of keywords they target.
A semantic comparison with several main and direct competitors can help you easily expand your client’s keyword list. SE Ranking eliminates any display issues that are keywords unique to a competitor’s site that your client’s site doesn’t target.
To identify competitors directly, you will first need to compile your list of target keywords and add them to your client’s SE Ranking project. Then move on to the visibility assessment.
Basically, it takes the ranking of the best websites in search of your client’s targeted keywords and lets you know what your chances are of generating traffic.
Professional advice: To fully understand who your client’s site is struggling with, analyze each competing website the same way you analyzed your client’s site.
4. Dissect your client’s feedback profile
Let’s move on to the cornerstone of any SEO strategy: backlinks. The principle here is that pages with a large number of backlinks from authoritative domains tend to have a high organic ranking on Google and other search engines.
SE Ranking provides a detailed analysis of the feedback profiles of any page, allowing you to get a clear picture of how the search giant views the client’s website. You can get a detailed feedback report by clicking on the number of backlinks in the Competitive Research Dashboard or by going directly to the feedback checker.
You’ll instantly get high-level data on the number of backlinks and anchor text, the ratio of dofollow and nofollow links, and more. All metrics can be clicked.
When analyzing a feedback profile, it makes more sense to start by looking at the total number of reference domains and checking the trust ratings of their domains.
After all, you can have multiple backlinks from one domain, which is fine, but reference domains contribute much more than the actual number of links pointing to a website.
Again, remember that you can always spy on successful competition to see from which referral domains they get links and use that data to build a healthier feedback profile for your customers.
5. Define technical SEO problems to be solved on your client’s website
Observing the visual components, as well as keywords, traffic and feedback on your client’s website is essential, but it is also absolutely necessary to check under their hood. The technical SEO setting of your client’s site plays a big role in its search performance, both from a Google perspective and from a user experience perspective.
This is just a small overview of the information given in the audit report of the SE Ranking website. With this data, you can improve the health of your client’s website so that technical issues such as load speed and duplicate content, for example, do not prevent them from achieving higher search rankings and do not force visitors to decline when they try to access one of your pages. client.
To summarize, diligent preliminary SEO analysis and auditing help you identify realistic long-term goals and short-term results, but this is a topic for another time. The key to building a healthy client-agency relationship is to dive into their project so that you understand it practically as a client.
So, whether you are auditing a potential client’s website, analyzing a new client’s website in detail or tracking the progress of your digital agency’s existing clients, SE Ranking is a comprehensive SEO package containing more than 30 tools specifically designed to perform difficult SEO and support your relationship between the client and the agency. Join a growing community of 650,000 users and focus on what you do best.
This article was written by SE RANKING as part of a sponsored partnership