There are various ways to determine and report ROI (return on investment) after providing SEO services. A marketing company that offers such services can take this data from their past clients and use it along with client testimonials as tangible proof of their successful results. This is a big part of why the business with the SEO content and the agency that wrote it should come up with a proper way to gauge ROI before any work is done.
Search Engine Ranking
One of the most common approaches to ROI for SEO is search engine ranking. If an agency can get results for a client with a handful of short-tail keywords then they have done their job. This may not be the most beneficial means of helping the company since they likely already have some of these keywords that do well in the search engines. Instead of short-tail keywords, longer keyword phrases with research to back them up should provide more ROI. Someone who types in a simple keyword or couple of words doesn’t necessarily want to buy whatever service or item comes up, but the use of “best place to buy” along with the product keyword should yield much better results.
You’ll want to consider if link building with your keywords is getting you the referral traffic that is going to turn into sales. If these referrals don’t get you targeted traffic and are connected to poorly performing short-tail keywords, it’s not considered to be ROI. At least, not anything worthwhile that you should report.
Targeted Traffic
Another important note on targeted traffic is that its traffic that accomplishes the goals and purpose of the website. Some of these goals include repeat traffic, newsletter signups, subscriptions, community involvement, and actual purchases. This is actual ROI since these all directly impact your company.
SEO-Assisted and SEO Last Click Conversions
An SEO-Assisted conversion means that organic search was a step in the customer’s conversion path, but it wasn’t the final one. This could look like the individual running a search through Google on “how to fix a garage door”, finding an article on your website which has a paid ad on it, then clicking on this ad to go to an ordering page on your site to purchase parts or tools.
On the other hand, an SEO Last Click conversion means that the organic search was the final interaction. The customer searches for “how to fix a garage door” and they buy parts or tools right in the same session.
Google Analytics has a report that will show you the breakdown of these areas as well as other metrics to determine your ROI.
SEO Results That Make the Most Impact
You don’t want to make an investment for your SEO and other marketing only to have it fall short or not produce any results at all. A company like Impactful SEO Los Angeles can assist you in using all the resources that are at your disposal as well as ingenuity to bring in more traffic, leads, and sales. You owe it to yourself to go with a company that cares about its clients and will use only the strongest techniques.
