Define Customer Expectations with an In-Depth Preliminary SEO Analysis

Since website optimization takes time and money, the best way to convince your clients to prioritize SEO is to do a thorough analysis and audit.

There are at least three huge mutual benefits to performing a comprehensive SEO analysis based on data from a new client’s website.

First, your digital agency shows their personalized and professional approach to each client by demonstrating that you avoid standardized templates. This allows the customer to understand that you set goals, cooperation conditions and pricing policies on an individual basis.

Second, it helps build trust in your relationship with the customer because they get a clear picture of what they can expect, how you plan to achieve their goals, and why they are being charged at the rate you have 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 page when it comes to understanding what works for them and what areas need improvement.

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

1. Take the Pulse of Your Client’s Website: What Metrics to Focus On

Right away, it is essential to understand what type of website you are working with.

What you want to determine first 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 to their site and how many keywords they are targeting to achieve that volume.

Next, look at how many referring domains they have, how good they are, and how many backlinks 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 like SE Ranking’s competitive research that provides local and global domain data with just a few clicks.

competitive analysis seranking

Here you can see summary data on any website which includes their domain quality and page trust scores, organic and paid traffic volume, total number of keywords they are targeting as well as the number of referring domains and backlinks.

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

competitive analysis seranking

With this data, which covers every country in the world including a huge database for the United States and provides accurate results, you can get a quick understanding of their website performance.

Once you’ve analyzed your client’s key site metrics as they currently stand, look at how they’ve changed over time and determine if they’re on a positive or negative trajectory.

competitive analysis seranking data by country

The left side of the screenshot above highlights changes in traffic and total keywords, marking uptrends in green and downtrends in red. Everything is clickable, allowing you to dive deeper into any point of interest.

On the charts to 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 does not rise as steadily as in the example above and contains spikes and dips for any indicator, you can take advantage of an extremely useful feature that allows you to go back in time. up to that specific month and analyze what happened. Simply select a month in the upper right corner and you will be taken to a page with the relevant data.

2. Understand your client’s target markets and keyword rankings

Apart from the dynamics analysis, you can get detailed information about the organic keywords targeted by the customer and their ranking on multiple sites.

The markets in which your customers are active play a huge role in terms of revenue. You want to be sure that they are not spending their budget in countries that will not deliver the desired results. The traffic distribution map provides a visual understanding of how much traffic the client receives from each country in the world.

competitive analysis seranking data by country

By hovering over a country, you can see the volume of traffic the customer is getting from it. This data is also available in tables if you prefer to analyze it that way.

On the main dashboard, you can see the general performance of the site’s keywords in search via the table breakdown of organic keyword rankings. This lets you see which group of keywords you can focus on to rank higher the fastest.

competitive analysis seranking keyword data

To dig deeper into the list of keywords, open the detailed report. Using filters, you can see which search queries they are targeting and which have improved in ranking, which have dropped, keywords they only recently started ranking for and those on which they stopped.

Being able to see summary data and switch to detailed reports is extremely useful when it comes to analyzing multiple websites on a daily basis.

competitive analysis seranking keyword data

A great way to get a better idea of ​​what’s working well for your client is to take a look at their site’s top pages and subdomains in organic search.

In addition to looking at the amount of traffic each of the main pages drive to the client’s site, it’s worth taking a look at the pages themselves to analyze what makes them work and stand out in search. . Since this is where most of the traffic comes from, analyzing these pages deserves your top priority.

competitive analysis seranking pages and subdomains

To take it to the next level, find out what keywords each page ranks for and, using SE Ranking’s keyword research, analyze the top organic results to understand what they do better than your client.

3. Assess how tough the niche competition is

An important part of this further research is comparing your client’s website with their top direct competitors .
On the Competitive Research Dashboard, you can see a list of main a site’s competitors along with their keyword overlaps, domain trust scores, and total number of keywords they target.

competitive analysis seranking competitor keywords

A semantic comparison with several main and direct competitors can help you expand your client’s keyword list easily. SE Ranking takes all the hassle out of showing which keywords are unique to the site’s competitors and which your client’s site is not targeting.

To identify competitors direct, you will first need to compile your list of target keywords and add them to your client’s project with SE Ranking. Then move on to the visibility assessment.

competitive analysis seranking competitor traffic

Basically, it takes the ranking of the top websites in the search for your client’s target keywords and lets you know what your chances of generating traffic are.

Pro Tip: To fully understand who your client’s site is up against, analyze each competing website the same way you analyzed your client’s site.

4. Dissect your client’s backlink profile

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

SE Ranking provides a detailed analysis of any site’s backlink profile, allowing you to get a clear picture of how the client’s website is viewed by the search giant. You can get a detailed backlinks report by clicking on the number of backlinks on the competitive research dashboard or by going directly to the Backlinks Checker tool.

competitive analysis seranking backlink analysis

Right away, you’ll get high-level data on the number of backlinks and anchor text, ratio of dofollow to nofollow links, and more. All metrics are clickable.

competitive analysis seranking backlink analysis

When analyzing the backlink profile, it makes more sense to start by looking at the total number of referring 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 far more than the actual number of links pointing to a website.

competitive analysis seranking analysis of backlinks by domain

Again, remember that you can always spy on a successful competition to see what referring domains they are getting links from and use that data to build a healthier backlink profile for your customers.

5. Define technical SEO issues to be resolved on your client’s website

Looking at the visual components as well as the keywords, traffic, and backlinks of your client’s website is a must, but it’s also an absolute necessity to check under their hood. The technical SEO setup of your client’s site plays a huge role in its performance in search, both from a Google perspective and from a user experience perspective.

competitive analysis seranking website audit

This is just a small overview of the information provided in the SE Ranking website audit report. With this data, you can improve the health of your client’s website so that technical issues such as loading speed and duplicate content, for example, do not prevent them from achieving higher search rankings and don’t force visitors to bounce the moment they try to access one of your client’s pages.

To recap, a diligent preliminary SEO analysis and audit helps you identify realistic long-term goals and short-term deliverables, but that’s a subject for another time. The key to building a healthy client-agency relationship is to dive headfirst into their project to understand it practically as the 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 SEO suite containing more of 30 tools specifically designed to do the heavy lifting of SEO and provide support throughout your client-agency relationship journey. Join the 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

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