Calculating the ROI on your SEO Services can be tricky since there is no single metric that can give you a solid understanding of what exactly the money you’ve invested into your campaign is doing. SEO campaigns become even more tricky when looking at how they are designed to work long-term, so the ROI at 6 months versus 3 years down the line can be incredibly vast. For these reasons, it’s important to look at a large number of factors over the course of several months or years in order to determine if you’re achieving the positive ROI you are aiming for, or if you are at least if it’s the right track. Here is a list of some of the most important metrics to consider while determining the state of your ROI.
Bounce Rate & Visit Duration
The amount of time a visitor spends on your website is a crucial tool in evaluating your ROI. A large amount of site traffic can mean nothing if people are not sticking around or interested in what you offer. Tracking an increase in the average visitor duration as well as a decrease in bounce rate means that the visitors that are coming to your site like what they are seeing. A high bounce rate and low duration can be a sign that these visitors are not receptive to whatever product or content you are offering or the way you are presenting it.
Increase in Ranking Keywords
Tracking an increase in a number of ranking keywords your website receives month by month using a tool such as Ahrefs can be another powerful tool in seeing any improvements or growth due to your SEO campaign. A steady increase in ranking for keywords is a sign that your website is growing in organic traffic and becoming more difficult for your competitors to rank against in organic searches.
Non-Branded Organic Traffic
Non-branded organic searches come from people who are unfamiliar with your website or service but may be interested, and therefore are extremely important to the growth expected by an SEO campaign. Any increase in traffic means that your website is matching well for its keywords and improving in the search engine results, but increasing non-branded searches is a good sign that your overall traffic will continue to increase, at least in the short term future.
Quality Traffic & Conversion Rate
You’re looking for an increase in traffic to your website, but as touched on with bounce rate and website duration, not any kind of traffic is the most beneficial in calculating your ROI. Black hat techniques that Google cut down on through their Panda and Penguin updates still attribute to your site visit duration and bounce rate. This may be shown as an increase in traffic, but could be hurting your overall ranking and long term ROI. Attracting quality traffic means that the visitors to your website are interested in your content and much more likely to become customers, the ultimate goal of your SEO campaign. An increase in conversion rate is a marker that your campaign is being successful
Links are still incredibly important in establishing website security and authority by search engines, as each inbound link from another website back to yours is like a vote. Evaluating a growth of inbound links due to your SEO campaign can be a simple but useful tool in tracking the growth of your website.
Determining the ROI on your SEO campaign should involve evaluating several metrics. But when it comes down to it, revenue is the number one thing to be paying attention to. While all the other tools and traffic are extremely useful in tracking progress over time, these mean nothing if money isn’t being made from the investment in your campaign.
As digital marketing is really finance driven marketing, it is important that all of the fun and creative efforts put forth have a direct correlation with return on investment and pencil for the CFO. We can help wherever you are at in this process to set up better attribution models and see what is converting and what is not. Contact us today to learn more!