The challenge of growing your SEO organisation as the business gets more sophisticated boils down to two things:
- Acquiring clients.
- Keeping the churn rate low.
Even more importantly, behind those business chunks are your two main assets – people and time, which are the crucial unit economics you have as an agency, and tricky resources to measure.
Although everyone knows the old business adage that what doesn’t get measured, doesn’t get done, there is a lot of complexity to handle: new clients, current clients, project teams, departments, hours as well as revenue. And the harsh reality is that growth in your SEO organisation may come in bursts that can leave your organisation understaffed or push your current team to burnout.
The Correct Processes
However, an abstract and complex SEO environment can be simplified with the correct processes in place. That’s why setting KPIs – as well as creating operational flows to keep you accountable -becomes a competitive advantage and a sure way to achieve those business targets for you and your clients.
What Are KPIs?
A Key Performance Indicator (KPI) is a quantifiable value which demonstrates how effectively a company is attaining key business objectives. SEO organisations utilise KPIs at a number of different levels in order to evaluate their success at achieving targets. High-level KPIs may concentrate on the overall performance of the organisation, while low-level KPIs may focus on processes in departments digital marketing and SEO.
What Makes A KPI Efficient?
A KPI is as valuable as the action it inspires. All too often, organisations blindly adopt industry-recognised KPIs and then wonder why that KPI doesn’t reveal their own business and fails to involve any positive change.
One of the most important, however often overlooked, facets of KPIs is that they are a form of communication. As such, they abide by exactly the same rules as well as best-practices as any other form of communication. Succinct, clear, as well as relevant information, is much more likely to be absorbed and then acted upon.
In terms of put together a strategy for creating KPIs, your team needs to start with the basics and understand:
- What your organisational objectives are,
- How you plan on achieving them, as well as
- Who is able to act on this information.
This should be an iterative aspect process which involves feedback from analysts, department heads as well as managers. As this fact-finding mission unfolds, you will get a better understanding of which business processes need to be evaluated with a KPI dashboard and with whom that information needs to be shared.
Of course, there’s a lot more to scaling your SEO organisation than the points we’ve listed here. You’ll probably need to develop an efficient means of lead generation, work on your customer service, read a lot of books, and improve your own brand marketing strategy.
However, in addition to finding as well as retaining your customers, you need to figure out a way to keep your employees around and remove certain responsibilities from your own list so that you are able to focus on what really matters.
If you would like to become an SEO expert, then you need to do our SEO and Web Analytics Course. Find out more by following this link.
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