If you run a business with a website you’ve probably been spammed by a random person highlighting how poor your SEO is. Often times, this is a “canned email” from an individual in India that’s blasted out to countless website owners.
Occasionally, you might see a more detailed breakdown of where you’re not ranking or the fact that you’re not ranking for a specific term. That begs the question: should you be worried? Better yet, is my SEO really that bad?
The short answer is: maybe.
However, if you’re relying on a random report from a foreign stranger to spark action with your digital marketing then you have bigger problems.
One very important thing to keep in mind is that one poor organic ranking won’t hurt your digital marketing efforts. Organic search rankings aren’t even a real KPI (key performance indicator). Collectively, rankings do matter, but only as a means to an end. Rankings need to result in more organic traffic and more organic traffic needs to result in more leads, which is your real KPI.
If you educate your self and stay involved with your digital marketing then it’s very unlikely a spammer will ever “sneak attack” you with insights you aren’t already aware of. Here are 4 tips to keep in mind when tracking your SEO efforts:
1) Follow the 4 pillars of SEO and implement processes to stay on top of these (or hire a team that can):
- Technical – site speed, crawlability, indexing, broken links, mobile responsiveness, rendering, etc
- Content – the strategy for consistently adding unique, well-written articles that are also well-constructed on the page and engaging, with strong calls to action
- On-Site – use of title tag, meta description, urls, inter-linking, h1/h2 tags, image optimization
- Off-Site – backlinks, citations, directory listings, content syndication, etc
2) Keep track of your rankings: a software like SEMRush is very helpful in monitoring ranking for a variety of keywords.
3) Keep track of your traffic: Google Analytics and Google Data Studio are great (free) resources to monitor all sources of traffic.
4) Keep track of your leads: You can also use Google Analytics and Google Data Studio to track leads. However, you’ll need a CRM or at least a dynamically-updated Google Doc that will allow you to make notes on the status of each lead. This will help you ensure all leads are promptly followed up with, and if you’re having trouble converting leads you’ll know which stage they’re getting “stuck” in.
This is a crucial “last step” in the marketing-to-sales hand-off that many practices neglect. Treat your leads like Gold; they could actually be worth more than Gold!
If you’re not the one who keeps track of your rankings, traffic, and leads, make sure you have a trusted partner who does. You want to ensure their strategy focuses on increasing the number of new leads generated, ideally for the procedures you’d like to grow, as well as leads generated by engaging previous patients. This is a winning formula.
Should I Pay Just for SEO?
Paying for SEO alone makes little sense. You may actually see some positive movement in your organic rankings, but then what? Are you getting more traffic? Is that traffic converting into leads? Are those leads resulting in consultations? There needs to be synergy with all your digital marketing efforts.
If you want to grow your bottom-line revenue you need to work with an agency that understands the entire funnel, not just the marketing funnel, but the sales funnel as well.
No legitimate player in SEO is fishing for clients by sending out spammy emails so I’d immediately treat any such email as spam. Even if there’s some legitimacy in the report, such as you not ranking #1 for a given term, don’t obsess over rankings. Obsess over leads and consultations!
Take the Next Step
Have the experts in digital marketing take a look at not only your SEO but your entire marketing funnel. One subtle inconsistency or minor process issue can block prevent you from gaining visibility, traffic, and ultimately leads and consultations. We can help though! We’ve worked with hundreds of plastic surgeons, med spas, and cosmetic dermatologists.
Schedule your risk-free appointment with Turbo today and we’ll provide an in-depth Conversion Rate Optimization (CRO) analysis of your website and marketing efforts. Just fill out the form here or call 877-673-7096 x2.