Measuring Your ROI for SEO
Are you using the correct measurements to gauge your SEO strategy?
It’s crucial to measure results if you want evidence that SEO generates more customers and revenue for your company. Return on investment (ROI) is unfortunately not always straightforward when measuring SEO, but as long as you know how and what to measure in your campaigns, you can get a good idea of why it’s is a vital tool to drive traffic to your site – and how it affects your bottom line.
Setting up SEO tracking correctly
Before you can begin to start tracking your ROI, you need to be sure that you have your website set up to track measurements the right way. Using Google Analytics (GA) and Search Console is an easy way to have all of the data at your fingertips and allows you to set up your site’s tracking parameters and goals.
When you set up your tracking, don’t forget that http and https need to be set up separately to make sure that the tracking is being recorded if you use both. (But for SEO reasons, https is the way to go.) Subdomains also need to be tracked correctly and set up in GA. They track separately, and you don’t want to miss out on the valuable data that they can provide.
Calculating SEO ROI
Now that you’re all set up to track your SEO efforts, what should you look at? SEO ROI is harder to measure than traditional digital marketing efforts like email marketing or display campaigns in AdWords. This is because there are numerous elements that need to be working together – and those elements need time to see real progress.
Here are a few ways to determine if your SEO is working for you:
Keep an eye on your organic search. The easiest way to measure SEO efforts is through the increase or decrease in organic traffic. If your strategy is working, there will be an overall trend in visitors to your site. Always keep in mind that traffic fluctuates. Don’t panic during fluctuations; that is the nature of SEO. Predicting trends and looking at historical data are logical ways to improve strategy but they are not foolproof.
Look at your new and returning users. Organic new user increases are a result of more people finding you with SEO. Looking at your returning users is important too. Are you creating valuable content that they come back for? SEO can get them to your site, but your content keeps them there.
Are your landing pages being found? Keep track of individual page rank, impressions, and click-through-rates. Page rank varies daily, but overall, you should see an increase in rank and impressions with the correct SEO. If your pages aren’t being seen, look at the content and keywords that your strategy is targeting to see what needs to be adjusted or improved upon.
Conversion rates. Your conversion rates are a prime indicator of SEO efforts. If you have increased traffic, new users, and your pages are ranking, your conversion rates should also be increasing. If you don’t see a correlation between them, then make sure that you have a strong call-to-action that’s visible and worthwhile for a customer to click. Also, make sure that your tracking that too.
SEO is essential when it comes to driving organic traffic, but that traffic needs to, in turn, create revenue for your company. SEO efforts can visibly fluctuate like the stock market and there aren’t immediate, measurable results, so you have to stay strong and consistent to get a return on your investment.
9Sail understands that results and driving traffic are the keys to the success of your website. Our free site audit identifies technical problems and enables us to create a strategy that brings your company in front of your target audience. And keeps it there.