I was recently doing some research for a client. Long story short, she asked me a question that I thought would be worth sharing. The question she asked was:
Q: “Should we allow time to assess the [SEO] benefits of our efforts before making additional changes?”
To answer her question I responded using a statistical/scientific approach (I hope I wasn’t being too technical!).
“As I've mentioned, I want to provide you with the biggest possible ROI for my services. Where that line is drawn, needless to say, is hard to pin down.
Time can only tell if something I do will provide a positive ROI. Things get even more hard to measure when there are multiple changes with different facets of your website. For example, if we decide to move forward with the SSL cert migration, how do we know if the improvements we see are from that, or from other changes to your website such as fixing the sitemap.xml file?
When ever we change more than one thing on your website, we are probably going to run into this lack of having an independent variable.
Slowing down changes done to your website so we can more accurately measure results is a good idea from a scientific method approach (can you tell I have a physics degree? haha). However, Google's always changing search algorithm is always fighting against us in terms of measuring results anyway. For example, if the only thing we do, is fix the site map, and traffic greatly goes down, perhaps this is because Google added a higher penalty for not having an SSL cert. We won't know.
Each change that we decide to make on your website is done from the insight statistics provide me. What has worked on other websites (mine and other peoples) in the past? For example, I just read a case study about how videos on website in the medical industry, provide a larger SEO advantage than say a travel agency such as yours.
Taking a safe approach to my services and ROI, if we keep going after the lowest hanging SEO fruit that has been statistically known to help my websites, and other websites that I read about, I'm really confident that my services will be worth their value. Again, where that line is, I don't know. What you can be sure of, is once I think that line has been crossed, I will be sure to tell you. “
Was it a good answer?