Ranking Reports (email exchange outlining the uselessness thereof)

First the Backstory:  We have a particularly prickly client in the car accident space who started with a pretty big mess and we’ve been doing some janitorial SEO for them for roughly a year.  The client has been aggressively courted by another agency (who will remain nameless) during our entire tenure, via emailed doomsday ranking reports (that the client forwards to me):

May 5:  I wanted to send you your current ranking reports for the major cities in XXXXXX.  Please take a look at them when you can and call me when you are ready to discuss them.  I am going to have to send you 3 separate emails because of the attachments, so I apologize in advance for cluttering your inbox

August 18: There is another lady in my office marketing XXXXXX accident as we speak.  Can I expect the signed agreement back today so I can get you up and running?

August 21: Let me know which cities you want to start off with and I will send you out the proposal so you can read it and view our written guarantees.

October 26: I have attached your current ranking report to this email.  You are nowhere to be found on Page 1 anymore.  Are you ready to remedy this yet?

Not our style to be so aggressive; but I’m a big boy.  More importantly, it gave me an opportunity to go back to the client and show how actual business results don’t correlate with ranking reports.  My email exchange with the client from the latest doomsday ranking report is below.

Client:

what do u guys make of this?

Mockingbird

It confirms the uselessness of ranking reports.

Your organic traffic is up 16% since his last “report”.  Your business from organic has more than doubled since his last “report”.  Your local traffic is up 27% since his last “report”.   The specific terms in this “report” that you “aren’t ranking for” are centered around car/truck accidents.  Yet over the past 30 days, 5% of your traffic enters your site on pages about car and truck accidents and you’ve appeared in queries including truck car or auto over 3,000 times.
Your impressions on Google searches are consistently increasing – over the past 90 days you are up roughly 50% (see graphic below.)
Inline image 1
Oh – and below is a list taken from Google’s own reporting on your site over the past 30 days that shows queries for car, auto or truck in which you’ve actually appeared on the first page of search results.  (And remember – these results are fluid and personalized so you won’t be able to replicate exactly what their reporting shows, but….)
truck accident attorney XXXXX
XXX XXXX truck accident lawyer
XXXXX truck accident lawyer
XXXXX hills truck accident lawyer
car accident lawyer XXXXX
XXXXX car accident lawyers
car accident injury lawyer
XXXXX hills car accident lawyer
XXXXX car accident lawyer
truck accident attorney XXXXX
lawyers for car accident
truck accident attorney XXXX XXXX
XXXX car accident attorneys
XXXXX car accident attorney
car accident injury attorney
truck accident lawyer XXXXX hills
attorneys for car accidents
car accident attorney XXXXX hills
XXXXX truck accident lawyer
car accident attorney XXXX XXXX
car lawyer
car injury lawyers XXXXX
XXXXX XXXX car accident attorney
truck accident attorney XXXX
XXXXX truck accident attorney
XXXXX truck accident lawyer
XXXXX hills car accident attorney
truck accident attorney XXXXX hills
truck accident lawyer XXXXX
XXXXX truck accident attorney
car accident lawyer
XXXXX car accident lawyer
car accident attorneys
car accident
car accident lawyers XXXXX
car accident near XXXXX XX
truck accident attorney XXXXXX
car accidents lawyers
trucking accident lawyer
XXXXX county car accident lawyer
car accident lawyers XXXXX county mi
car accident attorney XXXXX county mi
XXXXX county car accident
truck accident attorney XXXXXX
XXXXXX car accidents attorney
XXXXXX county car accident
car accident attorney XXXXXX
car accident attorney XXXXXX
truck accident attorney XXXXXX
XXXX county car accident
XXXXX county car accident

Client:

thanks i think this means they r full of shit.   evan will be helping me with my ads now so i don’t go jumping in bed with every scum bag operation that sends me what looks like the next coming  of our savior

Coudn’t have said it better myself.  Beware anyone who offers guarantees OR ranking reports.  And be double aware of anyone citing both.

 

Comments

  1. says

    Fabulous post! So much so that I’ve updated my recent blog post to include an additional point referencing this post of yours as an example. I’ve also included an excerpt of the email you sent to your client as a part of my post: http://bit.ly/seobadnews

    I hope you don’t mind the excerpt inclusion, have linked back to this article as the source. Let me know if you have issues.

    Great post!