Marketing and measurement
Generator SEO reports: judge clicks by buyer intent
Sort search traffic by buyer purpose, then follow the enquiries. More clicks alone do not show better work.
Judge generator search clicks by the question, the page reached and the work that follows. Keep brand, careers, buyer and unclear searches separate.
Use equal, complete date windows. More clicks alone do not show more install buyers or more paid work.
On this page
Split searches into useful groups
Keep searches for your business name in a brand group. Keep jobs, wages and hiring terms in a careers group. Put clear buying questions in a buyer group.
For an installer, a search for a home generator estimate may show buying intent. A search for a wiring job may mean something else. Read the full phrase before you decide.
Leave unclear terms in a separate group. Do not label every search with “generator” as a sales lead.
Compare like with like
Use equal date windows and the same search type. Show both dates on the report. A storm week and a calm week need that context.
Keep impressions and clicks apart. An impression is not an enquiry. A missing search row is not proof that no one searched it. Reports do not expose every part of every buyer’s path.
Look at the page reached too. Did the buyer land on a page that answers the question? Can they find your area, proof and next step?
Check one buyer path
Choose one clear buying question. Open the page it reaches on a phone. Read it as a homeowner who has never met you.
- Can I tell which jobs you do?
- Can I tell whether you serve my town?
- Can I see real proof of the work?
- Do I know what happens after I ask?
- Can the office find and work the enquiry?
Use one rule for mixed and missing terms
Choose a rule before you count. A term with your name and “jobs” belongs in careers. Put other name searches in brand. Then group clear nonbrand buying terms. Keep unclear terms separate.
Do not force the visible query rows to equal the whole report. Some search data may be missing from the rows you can see.
Follow the real enquiry
When the records support it, connect a search visit to a lead. Then track held calls, visits, jobs and payments. Keep uncertain links marked as such.
A few strong enquiries can matter more than many unrelated clicks. Keep the hiring traffic if it helps hiring. Just do not use it to claim that install demand grew.
Use the next review to fix one weak buyer page. Do not chase a larger total at the cost of a less useful answer.
Sources and further reading
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