How AgencyAnalytics transformed Artemis Marketing’s client relationships

At Artemis Marketing, we always strive to deliver results and, most importantly, value for our clients. 

Over the last 21 years, it’s fair to say we’ve seen websites, search engines, and marketing best practices shift profoundly, to the point where now, in the age of ChatGPT and AI, it’s evolving at a rapid pace. However, if there’s one thing we’ve seen throughout some unpredictable and often demanding times for our hundreds of clients, it’s that they really value how we communicate with them and tell them what’s going on, managing their expectations accordingly.

We manage websites and SEO campaigns for brands ranging from small, independent, local businesses to regional and national powerhouses, across industries like ecommerce, construction, legal, finance, property, manufacturing, home improvements and many more. Even before we’ve onboarded a client, however, we’re always upfront with how we can add value and what specific aspects need to improve if they want to see better rankings, traffic, and turnover.

And those aren’t empty promises, either. We are usually so granular in the details during our initial reports that when clients officially come on board, we’ve already taken a few essential steps forward in getting them where they want to be. This is largely noticed by our clients as they can, in simple terms, see the proof in the pudding. 

Our clients have complete access to a purpose-built dashboard powered by AgencyAnalytics, where they see their rankings, target keyword performance, and other vital metrics across their Google estate. This gives them a complete, top-level picture of how their campaign is going. Not only that, but throughout their time with us, we’re regularly communicating with them and demonstrating the wins and areas for improvement, all as part of their ongoing strategy.

From an SEO agency’s perspective, maintaining personalised, accessible and transparent communication with our ever-expanding client base does prove harder as you grow. The beauty is that, using AgencyAnalytics, we do more than simply send clients monthly reports. We’re able to harness the platform in several ways that prove integral to how we build and manage relationships with our clients.

Every growing SEO agency invariably hits the same wall when they begin to scale and grow, so I wanted to share how our reporting framework has added value to us and made our client relationship-building processes much easier. In a nutshell, they boil down to four key pillars:

1. 24/7 accessibility

2. Custom reporting

3. Real-time tracking

4. Transparency

Let’s walk through how this framework helps our clients and ourselves, and strengthens every relationship we’ve built.

Understanding agency and client communication barriers

Everyone who’s ever worked for a digital marketing agency will know the struggle of trying to communicate with clients. Not every client is cut from the same cloth; some like to really drill deep into the metrics and possible causes for ranking drops, while others aren’t as familiar with a lot of technical jargon, so we have to adapt communication accordingly.

That said, what really helps is contextual proof alongside your explanations, however detailed they may be. 

What compounds communication issues is a situation where a client doesn’t fully grasp what you’re explaining to them. It’s not uncommon to see clients asking why organic traffic, for example, dipped over the last two weeks. They don’t want to wait a month for the next full report to hear the reasons why. 

If their competitor is suddenly outranking them for a primary target keyword, even if fluctuations in positioning are normal in SEO, they want reassurance that their SEO agency is already aware and on top of implementing a solution.

We’ve found ourselves at a pivotal point where these kinds of queries are, more or less, handled for us. With the help of AgencyAnalytics, we essentially bridge any gaps between clients and their campaigns, and make them feel closer and more connected to the results as they roll in, rather than just passive recipients of detailed monthly reports. This is where our detailed analytics tool comes in handy, as our clients, however much they value numbers, graphs and data, can see what they want to see in just a few short clicks.

The Artemis-AgencyAnalytics framework

Over the years, we’ve identified how much our clients love seeing their campaign performance at a glance, and boiled the key benefits down into four pillars.

Pillar 1: 24/7 client and agency accessibility

AgencyAnalytics allows us to keep client accounts organized, with assigned SEO specialists and account managers each gaining access to their specific client data. It might sound simple, but it’s really helped our workflows. Our SEO specialists use AgencyAnalytics to drill into the keyword and device data, while our account managers use the tool to handle client queries and communications.

The real game-changer, however, is client access. Our clients can log in any time, day or night, to check their keyword rankings, review the latest backlinks we’ve managed to source for them with the help of our digital PR and link-building teams, or analyze their traffic trends. This 24/7 accessibility has made the “quick question” emails fewer and further between.

Smart Vending Solutions, one of our machine hire clients, particularly values this:

The accessibility of the client tracker means I can find answers to my questions at any time of the day or night, without needing to always speak with my account manager. I may be tied up with work all day, which means I may miss the chance to pick up the phone, but having access means I can review everything I need. It's transformed how I stay connected to my SEO campaign.

Grant clients 24/7 access to their own custom dashboard. Build it today for free, with your 14-day AgencyAnalytics trial!

Pillar 2: Customised real-time reporting

Monthly reports are a staple of any competent SEO agency, but AgencyAnalytics’ seamless integration with Google products makes customization much easier and reports more thorough.

AgencyAnalytics’ integrations with Google Search Console, Google Analytics, Google Business Profile, and 80+ other tools pull in real-time data automatically whenever a report is generated. Each client then receives reports tailored specifically to their goals and KPIs, not just a blanket report devoid of bespoke, actionable recommendations.

Here's what this looks like in practice:

• Automatic data syncing from all major Google tools

• Custom report templates that reflect each client's unique business objectives

• Real-time review monitoring for local SEO clients through GBP integration

The GBP integration deserves special recognition. For our local SEO clients, we monitor reviews in real-time and prompt them to respond when new ones appear. This level of responsiveness has helped make reputation management much easier.

Check out the Google Business Profile integration, along with 80+ other marketing platform integrations inside AgencyAnalytics. Sign up for your free 14-day trial today.

But perhaps the most valuable aspect is how these reports save time for everyone involved. Clients receive their detailed insights earlier in the month, and our team spends less time doing manual legwork compiling and aggregating data, and more time giving practical advice and feedback.

Pillar 3: Comprehensive, in-depth data tracking & analysis

SEO isn’t an overnight game; succeeding with it requires patience and commitment. Agencies everywhere will have drilled this into their clients' minds already, but it bears repeating. What has no doubt helped us is understanding and communicating performance trends over months and years, not just days and weeks.

AgencyAnalytics’ adjustable date range feature allows us to delve deep into historical data, comparing current performance against previous periods, and identifying patterns that inform our strategy going forward.

This analysis extends across:

• Keywords over custom date ranges

• Backlink acquisition monitoring and source tracking

• Traffic pattern analysis for seasonal spikes or dips

• Impacts from Google algorithm updates, which might disrupt or boost traffic

• Keyword allocation oversight to ensure sufficient resource distribution across our team (e.g. if a new client joins us, we may need to allocate legacy ‘slots’ for them.)

The keyword allocation feature has been especially valuable for us internally. We can see how many keywords each SEO manager is tracking and ensure we’re maintaining consistent service levels across all accounts. 

For backlink tracking, we publish third-party links directly to the platform, complete with timestamps, dates and direct links to the content.

Cosey Homes, one of our clients in the building surveying world, captures the value of this comprehensive tracking:

Being able to view our SEO performance at a glance has completely changed how we understand our marketing progress. We can immediately see movement in the terms we are tracking, site visits and enquiries and review new content or backlinks. The historical data helps us make informed decisions about future targeting.

Pillar 4: Full transparency for all parties

The single biggest ingredient for building long-term client relationships is trust, and that’s only achieved by being wholly transparent. AgencyAnalytics’ commentary features allow us to add valuable context, findings, and suggestions to every data point, explaining not just what might have happened but why and what it means for the client’s business.

This has been invaluable when addressing complex SEO phenomena like the "great decoupling", where impressions have increased but traffic has decreased, often due to changes in search behaviour and the emergence of new (AI-led) SERP features.

Instead of bombarding them with emails, we add detailed commentary directly within our reports, ensuring clients understand the broader reasoning behind and implications of their performance data. 

What also helps is my monthly commitment to providing comprehensive SEO industry insights. These insights are also added to reports (and our website), and we have also recently begun embedding videos that are based on these insights, which have proven valuable for clients who want something quick, interactive and more digestible. 

This level of transparency and openness has elevated client relationships from provider-customer exchanges to more collaborative, authentic partnerships. Our clients feel involved in their SEO strategy rather than simply receiving updates about work they can't see.

The results: Stronger client relationships

AgencyAnalytics has truly transformed our client relationships. Here's a look at some of the biggest shifts we've experienced since we first started working with the platform:

• Our client retention rate has been excellent since implementing AgencyAnalytics.

• Our reporting process now takes exponentially less time than before.

• Our account managers can handle larger workloads due to additional hours freed up.

• We’ve always believed in transparent, results-driven marketing, and AgencyAnalytics has allowed us to live these values more fully.

• The platform’s automation features have supported our growth without letting client satisfaction slip.

• AgencyAnalytics’ support team has been exemplary throughout our partnership. Their responsiveness and expertise have enabled us to harness the platform’s true potential and resolve any issues promptly and effectively.

Final thoughts

For agencies considering AgencyAnalytics, we wouldn’t recommend anything else for reporting, analysis, and, most importantly, building sustainable relationships with your clients. 

Here are some closing thoughts:

• Don’t focus on being ‘perfect’. Just be honest and give your clients context rather than an abundance of metrics.

• Automate the time-consuming processes of reporting to focus on the strategy; don’t get inundated with the technology and the data. Let AgencyAnalytics aggregate it while you focus on providing tangible value.

• Make 24/7 access a competitive trait and use it to set yourself apart from other agencies.

If you're struggling with client communication, spending too much time on reporting, or finding it difficult to scale your agency operations, AgencyAnalytics is your best friend. The transformation we’ve experienced at Artemis is extraordinary, proving that the right tools, when implemented correctly, will help you overcome any communication challenge.