Naturally, at some point you decide to hire an SEO company to do the search engine optimization for you.
But do they waste your money or double your profits? It was hard to evaluate the results of a third-party
campaign before because many specific and expensive tools were needed. Now,
Rixot makes it much simpler and
accessible to virtually everyone. And, the most important, it won’t cost you a cent.
Sooner or later, every businessman comes to a conclusion that SEO is needed to increase revenues. But, obviously, this kind of optimization is not something that can be done easily and by everyone. Not that it is some magic, nope. It simply needs a lot of time to research all important aspects, to analyze search engine algorithms and reverse engineer them. In addition, it needs much more than in-depth knowledge of the subject, of course. SEO requires resources to be effective, from man-hours of relevant specialists to backlinks, copies and so on. Conducting the optimization by yourself, you have a great risk to spread your efforts too thin and lose on all battlefronts.
Before we start evaluating your current campaign, a few things should be mentioned. First of all, this article applies only to websites, which audience is mainly based in the USA. This is due to limitations of the free service we are using, it shows data only from the Google US. Secondly, this article doesn’t cover a full-scale SEO audit, it has an absolutely different goal. We are not going to find out what your agency is doing wrong, instead we will observe the results, meaning traffic and ranking dynamics. And Rixot is the only free tool we need.
Rixot Quick Overview
It is unclear who developed one of the most powerful modern SEO tools and decided to make it free all of sudden, but, well, there it is.
What is so exceptional about this service? In essence, it is a free website rank checker, but shows you tons of specialised data:
- Daily Google search traffic and dynamics. How many people come to your website
from the search engine every day and changes in this number over the past weeks.
- Keywords. It gives you literally every keyword a website ranks for on Google U.S. It even allows exporting the full list to a file on your hard drive.
- Ranking dynamics. Historical changes of website’s positions on the SERPs.
- AdWords search volumes. Yes, the valuable bits of information that the Google team decided to hide from the public use. It gives you an average number of people that will see your website if it has #1 rank for a specific query. Such description is the most precise and factual, though other stats can be derived as well.
- Competing websites. To give you an idea whom you are trying to beat here and how serious they are.
As you can see, that is a huge load of data as for a free rank checking tool. And that is all a person needs to know to make a conclusion whether a further investment in the current SEO campaign does worth the money.
Evaluating The SEO Campaign
Due to many factors involved, we have to go through a number of indicators before we can make a clear judgement whether the optimization is effective or not. This won’t take long, simply be cautious in your assumptions and read all notes thoroughly.
Daily traffic from Google
What’s the primary interest in the results of the search engine optimization? Naturally, the organic traffic. If an SEO campaign does not attract users to a site, chances are that it is bad to the core. In this sense, Rixot gives a precise answer to the question how successful the campaign has been over the past few weeks.
The first thing you notice during the analysis of a site is “Daily traffic from Google.”.
This indicator is pretty straight-forward if your SEO agency is working on your site for half a year or more. In this case, if the number of daily visitors decreases over time than the company is clearly doing something wrong or not enough.
But do not run to a conclusion quickly. If you started SEOing a website few months ago, you may see a negative trend here for now because the agency is changing your audience to more targeted one. Believe me, you are much more interested in 100 visitors if 20 of them convert to your goals, than in 1,000 visitors with only 1 converted.
A tricky part is that the opposite situation with a positive trend can be misleading as well. A company may want to impress you with large traffic volumes while ignoring the conversion rate.
So, let’s move forward to other indicators.
This section contains all keywords, for which your website managed to get positions in the Google search.
This is the place where we will identify what this rankings mean for your business. Depending on a website niche, you may want to rank for navigational, informational or transactional queries.
Here is the difference:
- Users type in navigational queries with intent to visit a specific site. For example, if you want to visit apple.com, you can type ‘apple’ in Google and click the first link.
- The purpose of informational queries is to get to know new facts about something. That can vary from latest news to scientific white papers. So, you’d want to rank for such queries if you had a blog with reviews of various products. An example can be “iphone 7 tech specs”.
- Transactional queries are the closest to the actual purchase. They are detailed, can include location, have low search volumes and are hard to rank for. E.g. “buy gold iphone 7 32gb in San Francisco”.
So, now you can go through the list of your keywords in Rixot and check if these rankings are relevant to your business:
- Take a look at the current positions in the Top Ten of Google, because anything after #10 position has only a tiny chance to be seen by a user.
- Identify the types of queries and whether they bring you revenues.
- Note the AdWords numbers, they give an estimates of monthly search volumes.
- Examine the dynamics over the past months. You may use “Position filter” to show keywords that lost or gained positions.
After this quick analysis you will get an idea what is going on with your online visibility. Whether your website is moving to a dominating position in the niche or leaving the niche for good. Either of the outcome is the result of the SEO campaign and other contributing factors, such as changes in Google algorithms and optimization efforts of your competitors. So, now we should take a look at competing websites.
Competitors in Rixot
Rixot uses an advanced algorithm to identify websites that are trying to rank for keywords in the same niche you are up to.
In this section we need to examine the situation in our niche. Basically, we should take the numbers from all columns and compare with ours. The small numbers show how much the current indicator differs from the beginning of the period. You may click on website links to see more details about the list of keywords.
So, if competitors all are losing positions while your website skyrockets to the top of results page, that is a sign of an extremely effective SEO campaign. Of course, we are talking here about your targeted queries. If in the result you get good rankings for keywords that do not contribute to your revenues, then these efforts are useless for your business.
Obviously, Rixot was developed to become a handy tool for SEO experts providing them with lots of useful data. Though, this service has a vast application for non-specialists as well. For instance, a business owner can’t afford diving into technical details of the search engine optimization; the only thing he or she needs is a simple understanding whether it works or not. And there is no other free tool on the Internet that could give a quick and comprehensive answer to this question.