Define client expectations through a thorough initial SEO analysis

There are at least three huge mutual benefits to conducting a comprehensive, data-driven SEO analysis of a new client’s website.

First, your digital agency demonstrates its personalized and professional approach to each client by showing that you are avoiding standard templates. This gives the customer an understanding that you are setting goals, terms of cooperation and pricing policies on an individual basis.

Second, this helps develop trust in your relationship with the client as he or she gets a clear picture of what is expected, how you plan to achieve their goals and why the fees you set are being charged.

Finally, detailed analysis gives you the opportunity to lay out a clear roadmap, set the right expectations and illuminate the workflow for the now educated client. Everyone will be on the same page when it comes to understanding what works for them and what areas they need to improve.

Let’s dive into the steps you need to take to have a successful client agency relationship.

1. Checking the pulse of your customer’s website: what parameters to focus on

Immediately, it is necessary to understand what kind of website you are working on.

What you want to determine first is the quality of the domain and how much authority it has in the eyes of Google and other search engines. You also need to check how much organic and paid traffic they actually drive to their site and how many keywords they target to achieve that volume.

Next, look at how many referral domains they own, what their quality is and how many backlinks they get from those domains. Last, but not least important, check the performance of the website in terms of technical setup.
To get started, you can use a search engine optimization (SEO) tool like SE Ranking Competitive Search which provides local and global data on domains in just a few clicks.

Here you can see summary data on any website that includes domain quality and page trust scores, organic and paid traffic volume, total number of keywords they target as well as number of referral domains and backlinks.

In this case, the United States is identified as the target market, plus you can immediately see what other markets this website is getting traffic from. However, to get the full picture, it makes sense to take a look at the global stats as well.

Using this data – which covers every country in the world including a huge US database and provides accurate results – you can get a quick understanding of their website’s performance.

Once you have analyzed the key parameters of your client site as they are now, take a look at how they have changed over time and determine whether they have a positive or negative trajectory.

The left side of the screenshot above highlights changes in total traffic and keywords, indicating upward trends in green and downwards in red. Everything is clickable, enabling you to delve deeper into any point of interest.

In the graphs on the right side, you can get a good understanding of your client’s site progress in terms of traffic, keywords, and backlinks.

If you see a graph that isn’t rising steadily like in the example above and has highs and drops for any indicator, you can take advantage of a very useful feature that lets you go back in time to that particular month and analyze what happened there. Simply select a month in the upper-right corner and you will be taken to a page with the relevant data.

2. Understand the customer’s target markets and keyword rankings

Besides analyzing the dynamics, you can get detailed information on the organic keywords a customer is targeting and their rankings across multiple sites.

The markets in which your customers are active play a large role in terms of revenue. You want to make sure that they do not spend their budget on countries that will not achieve the desired results. The traffic distribution map provides a visual understanding of how much traffic the customer is getting from every country in the world.

By hovering over a country, you can see how much traffic a customer receives from it. This data is also available in the tables if you prefer to analyze it in this way.

In the main dashboard, you can see how well a site’s keywords are performing in general in search by Distribution of organic keyword rankings Schedule. This allows you to see which set of keywords you can focus on to get higher rankings faster.

To go deeper into the list of keywords, open the detailed report. With filters, you can see which search queries they target and which ones have improved in ranking, which have dropped, which keywords have only recently started ranking and which have not.

The ability to see summary data as well as switch to detailed reports is very useful when it comes to analyzing multiple websites on a daily basis.

A great way to get a better idea of ​​what works for your customer is to look at the pages and subdomains of their site in organic search.

Besides looking at how much traffic each of the first pages brings to a customer’s site, it’s worth taking a look at the pages themselves to analyze what makes them stand out in the search. Since this is where most of the traffic comes from, analyzing these pages deserves the highest priority.

To take things to the next level, figure out what keywords each page ranks for, and using SE Ranking’s Keyword Research, analyze the best organic results to better understand what they’re doing from your customer.

3. Evaluate how difficult the specialized competition is

Much of this future research involves comparing a customer’s website to theirs Top And directly competitors.
In the Competitive Research dashboard, you can see a list of sites Top Competitors along with their keyword overlap, domain trust scores and total number of keywords they target.

Comparing semantics with several major and direct competitors can help you easily expand your customer’s keyword list. SE Ranking takes all the hassle out by pointing out keywords that are unique to the site’s competitors and that your customer’s site is not targeting them.

To determine directly Competitors, you will first need to compile a list of target keywords and add them to your client’s project with an SE ranking. Then go to the classification of vision.

Essentially, it takes a higher website ranking in search of target keywords for your customer and lets you know your chances of getting more traffic.

Pro tip: To fully understand the people your customer site encounters, analyze each competitor’s site the same way you analyzed your customer’s site.

4. Anatomy of a customer’s back cookie

Moving on to the cornerstone of any SEO strategy: backlinks. The principle here is that pages with a large number of backlinks from trusted domains tend to have high organic rankings on Google and other search engines.

SE Ranking provides a detailed backlink profile analysis of any site, allowing you to get a clear picture of how a customer’s website is viewed by the search giant. You can get the detailed backlinks report by clicking on the number of incoming links on the Competitive Research Dashboard or by accessing the Backlink Checker tool directly.

Immediately, you will get high level data about the number of backlinks and anchor text, ratio of dofollow to nofollow links, etc. All scales are clickable.

When analyzing a back cookie, it makes sense to start by looking at the total number of referral domains and checking their domain trust scores.

After all, you can have multiple backlinks from a single domain, which is fine, but referring domains contribute way more than the actual number of links pointing back to a website.

Again, remember that you can always spy on successful competition to see what reference domains they get from links and use this data to create a healthier back cookie for your customers.

5. Determine the technical SEO issues that need to be fixed on the customer’s website

Looking at the visual components as well as the keywords, traffic and backlinks of your client site is a must, but it is also an absolute must to check them out. The technical SEO setup of a customer’s site plays a big role in their search performance, both from a Google point of view and user experience.

This is just a small snapshot of the information in SE Ranking’s Website Audit report. With this data, you can improve the health of your customer’s website so that technical issues like loading speed and duplicate content, for example, don’t prevent it from getting higher search rankings and don’t force your visitors to bounce the moment they try to access one of your customer’s pages.

To summarize, an initial serious SEO analysis and review allows you to set realistic long-term goals and short-term results, but that’s a topic for another time. The key to building a healthy client agency relationship is to first dive into their project to understand it in action as a client does.

So, whether you’re 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 suite of SEO tools packed with over 30 A tool specifically designed to do the heavy lifting for SEO and provide support throughout the entire journey of your client agency relationship. Join a community of 600,000 strong growing users and focus on what you do best.


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About the author

SE Ranking is a powerful cloud-based marketing and SEO platform packed with over 30 tools and features. With over 500,000 users worldwide, it provides entrepreneurs, SMEs, agencies, and organizations everything they need to get their sites at the top of search results and stay there, including advanced and competitive keyword research, and ranking tracking on every search engine. Main, Technical Audit, Website Review for SEO, Backlink Analysis and Monitoring and much more. All contained within an intuitive and easy to use interface, this all-in-one platform can help you get the most out of your digital marketing activities and achieve better sales results.

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