Next Level ROI Reporting for Local SEO
Posted by Colan Nielsen
Last year Joy wrote an article at Moz where she shared five tips on how to show ROI from Local SEO. In Summary, the five tips are:
- Stop sending automated Google Analytics reports
- Make conversions the focus of your report
- Use dynamic number insertion to track calls
- Estimate revenue
- Show before/after screenshots, not a ranking tracker.
I wanted to share a new tip that we have started doing with our clients that will help you dive even deeper into demonstrating ROI for your clients. Let’s call this tip number six.
Moving Beyond SEO
In this recent article on StreetFight Magazine Mike Blumenthal talked about how “There is an enormous opportunity for agencies to really help these small businesses by moving beyond SEO. For example, it would not just be about getting reviews—it would be helping the SMB handle complaints and review responses”. This is a profound insight. There are all kinds of strategies similar to this one that an agency can do in order to deliver value beyond the SEO itself.
One of the things that we have been doing for our clients is not only reporting on the volume of calls they receive, but also taking it to the next level and reporting on the quality of the phone calls. Labeling calls is a great way to add additional value for your clients and gain more insight into the quality of the leads that they are receiving from your efforts.
Analyzing and Reporting on Call Quality, Not Just Quantity (and other valuable insights you can uncover when analyzing calls)
I’m going to walk through our exact process for analyzing, labeling and reporting on call quality. We use Call Tracking Metrics but this process can be done with Call Rail as well. As a baseline, we do this for a client one to two times per year but can be done on a quarterly basis as well depending on how many phone calls they tend to receive.
Come Up with a “Label” Legend
Before you begin this process you need to come up with your taxonomy that you can use to label your clients phone calls. This allows you to be consistent, efficient and effective when going through this process multiple times per year. Here’s a sample legend with the taxonomy we use:
- new customer
- existing customer
- caller hungup
- wrong number
- not someone they can help
Listening and Labeling the Calls
Disclaimer: Never listen to your clients calls without their consent. If call tracking is used, the client should be the one to own the account and set it up.
After you have created your taxonomy, step one is to listen to the calls and setup a system to label them so you can create a filter for your reports based on the labels that you apply to the calls.
- Listen to the call and determine what the label is going to be based on the call
- Click on the “Score Icon”
- Type the label in the “Reporting Tag” section – IMPORTANT – Use ALL lower case letters. We learned the hard way that the labels are case sensitive
- Once you have labeled all the calls that you wanted to label you are ready to create a report
Creating Your Report
Now that you have labeled all of the calls you can create a custom report. This report is what we send to our clients and we always follow-up with a phone or video call to go over everything and discuss the insights.
- Navigate to the “Call Reports” section
- Select “Report Tag” from the filter search bar at the top left of the page
- Once you select “Report Tag” you will see all the calls WITH the labels that you created
Creating these reports gives us an opportunity to offer our clients additional insight into the calls that we are driving from our efforts. For example, if the client is telling us that their sales are down and we notice that 30% of the calls are going to voicemail or hanging up, that is insightful information to share with the client.
An Additional Insight We Discovered
One example of an incredibly valuable insight that we uncovered for a client that I wanted to share happened last month. Our client let us know that they had recently hired a couple virtual assistants to help out with answering their increased call volume. As we were listening to the calls we discovered something that was having a major negative impact on sales. One of the virtual assistants was asked a simple question from potential clients on multiple calls” “What practice areas and type of cases does Mr. Smith take on?” Mr. Smith (made up name) is a personal injury and criminal attorney. And what was the VA’s response to this question? It was “I am not sure. But I will double check and get back to you”. You better believe that these potential clients ended up choosing another law firm.
We reviewed this with our client and he was able do some training with his staff to correct the issue. Now that’s what I call going beyond SEO and instead becoming a partner to the businesses that we work with.
Are you providing this type of insight for your clients?
What other types of things do you do to go beyond SEO for your clients?