For most B2B and B2C organizations, lead generation is an engine that drives them ROI (return on investment).
A survey conducted by Ascend2 concluded that improving the number + quality of leads and generating the sales revenue are the cardinal objectives of any lead generation program.
For SEO service providers, the first step to acquire any new client is to convince them of running their SEO campaign.
How can your SEO services land them new client-base and higher ROI?
You need to have brawny skills over the domain and client’s industry but it’s not enough.
You also ought to have sales dexteriIf yty to land new SEO contracts.
How can SEO agencies and freelancers Encash SEO Audits?
Stronger audits put an impact.
They really do.
Clients want to make sure you’ve vision, an aggressive approach, and the most important, the understanding of modern SEO and search algorithms.
And, SEO audit is the phase where you can dazzle business representatives with your knowledge, presentation, visionary power, and action-packed SEO Game Plan.
Most of the agencies offer free SEO audit, acting as a conversion assistant channel for them.
Two cases are very common:
1 – Either they integrate an API of website auditor application.
They allow visitors to instantly see the audit report based on their given website.
WooRank LeadGen Widget does the great work here.
With this widget, you will be able to embed the WooRank bar on your website.
When visitors run the auditor with their information, you’ll get visitors’ details in your inbox and you can instantly start the conversation with them.
2 – They don’t use API and will later-on contact the prospect with the SEO audit report.
In either case, they seem to have 2 obvious goals in their mind:
#a) They want to crack the deal ASAP.
#b) They are also building their email list simultaneously. Later-on, they’ll send their promotional newsletter timely.
While everyone can use automated reports to galvanize clients, it is far better to add your exertion to give them more weight.
The Role of SEO Audits
Are you going to send the new report to your prospects?
Well, it should clearly point-out why a specific website is not ranking well and what should be done in order to fix it.
Technical SEO optimization is undoubtedly on top of the game.
Improving Title and Description tags (according to the set of beneficial search terms), speeding up the website (with fixing all considerations provided by GTMetrix, Google Page Speed Developer Tool and Pingdom Tool), and improving inbound link profile are important things.
But is it enough to get ranked?
Once you start optimizing the website after getting the order, would you be able to achieve good rankings after fixing it all?
I guess, NO.
So whatever is required to get dominant rankings in search engines, mention them all here under your SEO audit.
That’s what required at the very early stage!
Your work scope under SEO campaign, your ranking promises, organic traffic estimates, and lead generation will completely depend upon your findings under this audit section.
Thus, SEO audit phase is not only for acquiring new clients but also for client retention.
The Ingredients of SEO Audits
WooRank comes very handy with a strong check-list of website’s technicality and SEO considerations.
I ran eShine Marketing website into WooRank auditor and please see the in-depth report for SEO optimization level: https://www.woorank.com/en/www/eshinemarketing.com
The generated PDF report includes all technical SEO aspects and the report itself looks visually bonny.
It has a check on Title and Description Meta, Robots.txt, XML Sitemap, Heading Tags, Canonical version, keyword consistency level, mobile usability and speed insights, URL architecture, Flash/Frames check, backlink counter and so more.
Talk about Goals – Rankings and Organic Traffic
You’ve their Google Search Console and Analytics access, right?
You can easily see the number of clicks, impressions, average search rankings, and the CTR rate for various search terms.
Pick the best profitable branded + non-branded search terms and show their statistics (the search volume, keyword difficulty metrics, and current rankings) to them.
PRO TIP – Relying only on Google Adwords Keyword Planner Tool can leave you working with tons of highly competitive search terms. Start exploring keywords with Keyword Tool.io, MOZ keyword tool, and WooRank.
Go over Website like a Maven
Don’t finish your audit just with keyword density, meta tags optimization, and WWW resolve.
Start embracing in-depth technical SEO analysis!
- Are your JS, HTML and CSS files compact?
- Are any third-party files crawlable by search engines?
- Can Google render web pages fully, not partially?
- Is website following SILO SEO architecture?
- Does website match all mobile visibility criteria?
Detail your report with all of these questions and the proper reasoning to optimize.
Solutions for Building High Keyword Relevancy
How are you planning to justify the relevancy and density of keywords on targeted web pages?
What will be the primary content + secondary content?
Would Testimonials + Right sidebar text help them out?
Whatever you recommend, always provide a real reasoning behind your actions.
It will help them understand the necessity and the recommendations provided by you.
Not surprising if John Mueller would have answered it!
But if we analyze top ranking results in Google for highly competitive search terms, we’ll see that top ranking domains have a highly optimized link profile.
We need links to rank higher, really!
Check the link profile of the website – referring domains, anchors, link diversity, and SPAM count – everything.
Differentiate natural positive links from bad links which could harm the website’s rankings in search engines.
Over to You
All you need to do is mark down all the required things to be done.
That’s the work scope you’re going to work under if you and client agree to work together.
If you have anything else to add to this article or have any thoughts you’d like to share, please do so in the comments section below. We’d love to hear from you.
How To Turn SEO Audit Reports Into Lead Generation Machines (For SEO Service Providers) by Shyam Bhardwaj