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They Don't Measure Your Competition
Before any SEO/GEO campaign begins, a good SEO company should establish a benchmark. Without one, there is no accurate way to measure whether your marketing is actually improving.
A proper SEO/GEO campaign should include the following before any optimization begins:
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Develop a comprehensive list of search terms for your products and services.
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Define the market areas you want to target.
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Develop a list of competitors that serve those same market areas.
Once this is complete, your website and every competitor's website should be tested using the same search terms from each targeted market area. Each search should be performed as if a customer were searching from that location.
Only positions 1 through 10 should be measured. If your website isn't on the first page, it has very little chance of being seen.
This report becomes the benchmark for your SEO campaign.
One of the biggest mistakes I see is companies changing the search terms or adding and removing market areas from one report to the next. Once the benchmark has been established, the same search terms and the same market areas should be used every time the campaign is measured. Otherwise, you're no longer comparing apples to apples, and the results can become misleading.
By testing the exact same search terms in the exact same market areas every time, you can accurately measure gains, losses, and how your visibility compares to your competitors.
If an SEO company cannot provide this type of reporting, you should ask how they are measuring success. If they don't have a clear answer, you may want to find a company that does.
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