Why is it important to gain access to a client's existing platforms and relevant documents?

Gaining access to a client's existing platforms and relevant documents is crucial for a number of reasons, all of which contribute to a more effective and efficient SEO strategy.

First, platform access, particularly to tools like Google Analytics and Google Search Console, unlocks a treasure trove of historical data. Google Analytics provides insights into website traffic, user behavior, conversion rates, popular pages, bounce rates, and demographics. This data allows us to understand how users are currently interacting with the site, identify areas of strength and weakness, and track the performance of previous SEO efforts. Similarly, Google Search Console provides valuable information about search performance, including indexed pages, keyword rankings, crawl errors, mobile usability issues, and backlinks. Analyzing this data helps us identify technical SEO problems hindering performance and understand how the site is currently perceived by Google. Without this historical data, we'd be operating in the dark, making assumptions rather than data-driven decisions.

Second, access to these platforms enables comprehensive site assessments. We can thoroughly audit the website's structure, content, and technical aspects, pinpointing areas that require improvement. This includes identifying broken links, slow-loading pages, duplicate content, missing meta descriptions, and other on-page SEO issues. Furthermore, we can use the platform data to understand the client's target audience and tailor our SEO strategy accordingly. This proactive approach ensures we're addressing the root causes of any performance issues.

Third, access to platforms allows for the proper setup and ongoing management of SEO reports. This includes configuring custom dashboards, tracking key performance indicators (KPIs) such as organic traffic, keyword rankings, and conversion rates, and setting up automated reports that are delivered regularly. These reports provide transparency and allow the client to track the progress of our SEO efforts and understand the value we're providing.

Finally, access to relevant documents, such as previous keyword research, audit reports, content calendars, and link building strategies, is essential to avoid duplicating work and ensure a cohesive and consistent SEO strategy. Reviewing this documentation helps us understand what has already been tried, what worked, and what didn't. This prevents us from repeating mistakes, wasting time on redundant tasks, and potentially harming the website's search engine rankings. More importantly, it allows us to build upon existing efforts, leverage successful strategies, and create a unified and streamlined SEO approach that aligns with the client's overall business goals. By understanding the past, we can more effectively shape the future of the client's online presence.