How Do I Know It’s Working?

Internet marketing data can be daunting. There’s a pie chart, data table, squiggly line, and trend line for anything you can think of. 

So… the question I know you’re thinking about is… what actually matters?

Well, the thing that matters most is… new business. Right?

At the end of the day, you could probably care less how it works… as long as it works. 

But, understanding Key Performance Indicators or KPI’s will help you get a good idea if things are going in the right direction.

KPI’s are also a good way to know if your online presence will eventually lead you to more, new business… for the purpose of this video, we’ll call that new business: “conversions.”

Let’s dive in…

Before we can expect conversions to come rolling in, we need to increase the amount of people who see your website and online content. Think in terms of probabilities. Increasing the number of people who see your business online will increase the likelihood that you’ll receive conversions. 

Think about it, if you’re currently ranked 50th on Google for the keywords your potential customers are using to find your services, what are the chances that they’re going to contact you? Near zero, right? But, if you’re ranked 5th, your chances are much higher, right? 

So now the question is, how do we rank higher?

We rank higher by doing the following (click each to learn more):

  • Search Engine Optimization (SEO): We optimize your website and its contents, as well as hundreds of online directories that represent your business.   
  • Content Marketing: We write content that helps search engines understand that you’re an expert in a particular field and a relevant result for potential customers searching for your services. As people share or reference your content, this contributes to an increase in your Domain Authority. 
  • Backlink Outreach: We increase links to your website from third-party sites. This also contributes to an increase in your Domain Authority.
  • Reputation Management: We help you increase the number of positive reviews. 
  • Organic Social Posts: We create posts on your social media profiles. 
  • Website Design: We create fast and easy to understand websites that improve user experience.  

So the next question is, how long does it take to rank higher? 

Unfortunately, we can’t guarantee a timeline. And anyone who guarantees a specific timeline is lying to you. There’s simply too many known and unknown factors. These factors include (but are not limited to):

  • What your competition is doing online and offline to build their presence. You’re competing for the same space.
  • How authoritative search engines see you now. For example, if you’re starting to build your internet marketing presence with a Domain Authority of 5, it’s going to take a longer amount of time to rank amongst your competitors if they’re at a 30 than if you started at a 20.
  • Search engine algorithm updates. Search engines like Google make several core algorithm updates that affect the rankings of all websites.
  • The quality of your website and how customers interact with it. Search engines monitor how people interact with your website. If it’s a good experience, you’ll be rewarded. However, the opposite is also true. 
  • The perceived value of your content. Content that provides value, will outrank content that does not.
  • Your online and offline reputation. Businesses with good reputations will outrank businesses with poor reputations.
  • The Lemonade Stand services utilized. For example, for some businesses Local SEO just isn’t enough to compete and why we might recommend more services to add to the strategy. 

So what does that all mean? Well, it means that there’s a lot of factors to sift through and data to consider. 

But the good news is that we’ve found five big KPI’s that we try to look at regularly that are good indicators of how well our campaigns are working. 

  1. Search Impressions: This is the amount of times people saw your content in search results. (Navigate to the Google Search Console report in Your Measure Dashboard)
  2. Clicks: This is the amount of times people clicked on your content in search results. (Navigate to the Google Search Console report in Your Measure Dashboard)
  3. Keyword Rankings: We’ll track the most relevant keywords for your business. These are the keywords that your customers are most likely to use when searching for your products and services. Higher rankings generally mean more impressions and clicks. (Navigate to the Rank Tracker report in Your Measure Dashboard)
  4. Domain Authority: The relevance of your domain on a scale of 1-100. The higher the DA, the more likely it is you will rank higher.
  5. Page Views: The amount of traffic to your website and, most importantly, to the pages that matter the most… the ones that drive more conversions.

This is why organic strategies must be considered an investment and be given time to grow. You are not paying for conversions. 

Instead, you are partnering with us to grow your online presence and build the funnel that will lead to many more conversions over time. 

While organic strategies do take longer to yield results compared to paid strategies, the results are long lasting and sustainable into the future — unlike paid ads, which is more like an on/off switch that requires an ad budget to keep it going.

Well that’s it. I hope you’ve found this information helpful. 

If you have any questions feel free to give us a call or email us at by using the chat feature at the bottom of this page. Also if I used any jargon that you don’t understand, see the written companion to this video below — Just hover over a term that’s highlighted to learn more about what that is. 

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