When planning and executing an SEO campaign there are many things to learn and remember. Differing techniques and methods from which you have to decide the most appropriate ones to use in order to give your campaign the best chance of maximizing your Organic Search results. Many people starting their campaign are so focused on the techniques they forget to remember that without monitoring and measuring the performance you cannot assess what is working and what isn't. A successful campaign needs continuous monitoring to allow for things to be adapted and changed as required.
SEO is a time consuming exercise so as a business owner the decision is do you want to do all these things yourself or get the experts in? Is your time better spent growing your business and dealing with the leads and enquiries brought in by a successful SEO campaign? Even if you do bring in a company to run the SEO campaign you will still want to know what milestones the campaign is hitting so no matter if the campaign is carried out in-house or by an SEO agency reporting and monitoring is very important to success.
Make sure you use the best and most efficient means to measure all of the metrics involved so that you are able to see the progress that your website is making against competitors and within the major Search Engines like Google, Yahoo and Bing. Without proper monitoring and reporting on the SEO campaign you will not be able to adapt, change your SEO work or change focus as the business changes its priorities.