Good SEO agencies will get your brand to rank for search terms. Great SEO agencies will get your brand to rank for the right search terms- and be able to show the ROI for their efforts.
Unfortunately, it seems like most SEOs are focused on finding the silver linings of a brand’s report, rather than focusing on the true needle-moving KPIs that will impact the brand’s bottom line. To paraphrase James Carville, “It’s all about sales and lead generation, stupid.” Strong secondary metrics only matter if they’re signaling an increase in sales or lead generation, depending on your goals.
If your SEO reports have your head spinning and sales flatlining, it’s time for an SEO partner that understands your business strategy.