How Can You Measure SEO ROI?
How Can You Measure SEO ROI?
If you don’t really know what you’re looking for, measuring SEO results can be difficult.
More often than not there’s loads of tech speak jargon that means little to you. There’s also data, LOTS of data, and the mix can be a little overwhelming.
Actually – SEO can be measured really clearly; it’s easy to demonstrate the connection between your SEO effort and increased revenue. All you have to do is get to understand how ROI on your SEO is generated, then understand how SEO saves time whilst increasing those revenues.
It doesn’t need to be something that baffles you, and leaves you scratching your head trying to justify its existence to you, here’s a few ways SEO can provide your business with revenues.
An increase in website traffic. Let me firstly say that more traffic doesn’t automatically increase revenue.
Not everyone who tries on a pair of shoes buys that pair of shoes! The traffic that hits your site, those visitors to your business, they need to be revenue generating. They have to have intent, BUYING intent, an interest, otherwise its…useless.
That being said, traffic (visitors) is hugely important when talking about ROI on your SEO.
Basically, you can’t sell online to someone if they can’t find you online in the first place. That’s the be all and end all.
SEO, in its simplest function, makes your website more visible in the organic results when searching for a specific keyword or phrase – more than 50% of direct visitors to websites arrive there and were clicked on after appearing in the organic search results. That means essentially, that companies investing in SEO (time OR money) are receiving more than 50% of ALL traffic on the internet. Those companies who are on the first page of Google receive more than 90% of all search traffic, and that is proportioned relative to their rankings.
How does SEO Gets More Traffic?
SEO is designed, as a process, to relieve you of the darkness and obscurity of being lost in the search results, of being ignored by people who just will not venture to the likes of page 10, page five, even page two.
The main purpose of an effective SEO campaign is to move your site in to the spotlight of page 1 and climb gradually up those rankings to a top 3 position.
To rank your website for local searches, the ultimate goal is to appear in the “map pack” – more on that in a future post. The top 3 spots on the organic search results will get around 60% of all the search traffic. That’s a HUGE opportunity to either be taken – or quite frankly wasted.
If website traffic is increasing, that’s your first measurable indication that SEO is working. How do you make sure that your traffic is good traffic? Not all traffic is created equal. That’s important to remember. Your SEO might be pushing more visitors to your website, but like I said above, if those visitors have no interest or no buying intention then not only is monetary ROI difficult to measure, quite honestly, it’s a wasted exercise and you should stop immediately.
The only way to ensure the traffic you get is useful is to understand HOW people will search for your website in the first place. What I mean is what wording would you use if you were doing a Google search for your business. This is commonly referred to as “keyword research” and is hugely important.
There are literally hundred of paid tools you can use, but equally there is a plethora of free tools now available. A quick Google search will highlight some to you, but as a free tool Neil Patel’s Ubersuggest is a great place to start. You can give me call and I’ll do you a favour and explain how to use it.
All of the tools have one thing in common – they provide data. Data on the most relevant keywords you can use to attract visitors to your site. Data on how Joe Bloggs will typically search for a business like yours.
The “o” in SEO stands for “optimisation”, and optimising does not mean guessing. It is a data driven exercise, and you need to understand the data and also be able to analyse is to make it effective. Its this side of SEO that most business owners either can’t do or don’t have the time or resources to do which is where an SEO Consultant (who me?” 😉) really adds value.
Optimise. Improve. Results.
Keyword research will allow you to see where (if at all) you are ranking currently for any given search term. There are 10 organic results per page. Ergo, if you’re ranking position 1-10, you’re on first page territory. If you’re ranking 74th, 91st or 100th…there’s a very real chance that you’ll never be found!
Traffic to get an SEO ROI.
“High converting” traffic must consist of the following;
Your target audience, then –
People with an interest in your business/offering, then –
People with a buying intention.
Yes, but how?!
In essence it’s fairly easy. The difficulty for most businesses is finding the time to do the following things.
You need to do an extensive analysis of your competitors, both local and wider reaching. What are they doing? How are they doing it? What are they doing that you’re not? Use that info to develop and execute a strategy that’s effective.
Do research on your existing client/customer base (if you have one). If you’re not, you should be tracking customer data, behaviour, trends… then you can extrapolate that.
Research a typical customer of your industry. What do they search for? What language do they use? Are they mobile or desktop? This right here is key info!
Build networks with relative websites in your niche, but those sites need to be authoritative and educational in nature. Most imperative – they must NOT be spammy sites.
Make sure your website is mobile optimised and is easy to use. Make sure that the content on your site is extremely relevant to the point above about your typical industry clientele.
Content has different goals based upon an individuals’ stage in their buying journey, fit your content around Awareness, Consideration and Decision.
The key thing here is that SEO is not just a one-off thing. Out of date content and out of date sites will never show in the results because they don’t serve a purpose, they don’t answer the needs of Google’s users. Keep on SEO-ing!
Implement all of the above to really get a clearer view of the ROI of your SEO but remember – in the early stages it’s not all about a monetary return. There’s only so much SEO can do to generate revenue, at some point it will still come down to your practice.
Don’t make the common SEO mistakes of substituting SEO for the personal touch. People buy from people. I might’ve said that before!!
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