And this is where, if you are dealing with an SEO firm, you must get the data you need.

Simply knowing how many referrals you got from Google or Yahoo! won’t help you make the business decisions you need to make.

So whether you are an SEO firm or professional, or employ one, be sure that the metrics you see are the ones you need to make your decisions.

As a client, don’t be afraid to ask – what does this do for me? Because unless you’ve discussed your needs with your SEO, they will likely provide you with the numbers they deem as the best. That is, the ones that illustrate their value to you.

That’s not to say that those numbers are invalid, its just that they don’t do you as much good as those you need to make your business decisions.

Similarly, as an SEO, if you don’t know what your client needs to see, in terms of numbers, how can you justify your income from them. If search engine referrals have gone up, but conversion haven’t then there is no immediate value to the client.

Sure you can say “but we got you all these top rankings” but unless they are turning into sales, your contract with that client won’t last that long.

So be sure as you work with your SEO firm or client that you nail those metrics early, so there is no misunderstanding, and everyone knows what successes are measured by.

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