Making Metrics Meaningful

Business Needs

Healthcare clients are often uninformed and inexperienced when it comes to understanding ROI of digital initiatives. We noticed that many clients were paying significantly for SEO services but not getting any actionable advice in return. We also recognized the partnership between web content strategy, clean HTML, and SEO. With the help of a developer colleague, I put together an analytics reporting system to monitor web properties for clients and provide detailed action plans each month.

Strategy & Process

We recognized the need to provide helpful SEO and content recommendations in simple terms that client marketing teams could implement themselves. Too often we heard the pain points that arose when needing to engage client developers for basic website updates and wanted to take the time to educate while implementing positive change. A primary objective of these reports was to empower clients to better understand SEO and eventually be able to self-manage their properties. We also automated reporting as much as possible to concentrate on analysis and recommendations rather than client dollars spent building reports. 

Using Google Analytics and Raven Tools, we built semi-automated reports for quarterly and monthly delivery. At the start of each engagement and on a recurring basis, I facilitated KPI benchmark reviews to help set achievable but aggressive goals based on business goals and upcoming digital marketing initiatives. 

Sample Analytics Report

Results

I helped develop a new service offering - monthly and quarterly SEO monitoring packages that the agency could sell to new and existing customers. Eventually, this led to hiring a full-time analytics team member to manage all the SEO client engagements. Now, all website engagements include an SEO/analytics component in agency proposals.