Do you think about measuring the return on investment for any search engine optimization campaign or really for that matter any digital marketing blog? It's important to look not only at some of these soft metrics like traffic or rankings, but at the end of the day, what you really want to be doing is tracking the conversions that are coming through the campaign a lot. What makes search engine optimization so much more valuable than another blog over a longer period of time is the fact that the work you're doing continues to generate results long after it's implemented.
When you're measuring that ROI, then the important thing to do is look at what you're paying your SEO agency provider, or maybe even your in-house team, and see is the increase that I'm getting in the conversions through the site. Basically paying for the investment that I'm making in that search engine optimization provider.
- Phone calls
- Contact forms
- Quote request
- Online sales
Calculating the ROI of SEO
When you're measuring that increase, it can be tempting to look at it on a month over month basis, but it's really important to remember that certainly for any business, there's going to be some seasonality or some changes throughout the year in terms of traffic that really have nothing to do with search engine optimization or any marketing blog. So as you're measuring that ROI and you're benchmarking those conversions against themselves, you really want to look at how was I doing this time last year and how does that compare to where I am today.
Tools for Tracking ROI
Where on today. So when you're measuring that return on investment and your tracking those conversions, there's a lot of different ways to kind of go about it.
What were then doing is take all that data that we've collected, push that into a CRM, and pull that back out to say, here's the conversions that we generated and specifically. Here's what these people bought the sales cycle, and ultimately how that leads down to revenue.