Do you own or work for a business that invests time and effort into a search engine optimization (SEO) campaign? Keep in mind, with search engine optimization, we are looking at the organic (free) listings. Do you even know where to begin? Measuring the financial rewards of SEO can be tricky, which is why you should examine numerous factors to get a better understanding of how well or how bad your SEO presence is. Here are a few key factors to consider regarding your ROI of your search engine optimization campaign:
1) Rankings – Determine where your website ranks organically with respect to particular keywords. You can use a rank tracker to help you with this process. This factor assesses whether your company is using the correct keywords to drive traffic to your website.
2) Traffic – Verify how many visitors came to your website. Remember to look at trends (i.e. compare 3 months ago to present). SEO works like a formula; when your rankings increase, traffic should increase, too.
3) Conversion Rate – Conversion occurs when consumers reveal themselves to your company by taking action. For example, when a consumer fills out your online form for more information, this would be considered a conversion. Therefore, conversion rates tie directly to revenues and profits.
4) Revenue – Certainly, revenue is a critical factor when concluding your ROI. You can use the classic structure by evaluating revenues and expenses. Knowing your revenue will enable you to decide if you should invest more in your SEO campaign as well.
As you can see, unfortunately you cannot press a button and find out your ROI immediately from your SEO campaign. What is true is that you can analyze the factors above to judge the success of your efforts. To generally decide whether any business decision is valuable, you need to put metrics into place to judge accordingly.
How do you measure your ROI on your SEO campaign? Do you review the factors mentioned above? Are there other aspects you review, too?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.2 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.