Tracking the return on investment, or ROI, has become an essential need in search engine optimization. Before a company can plan an effective SEO campaign and budget, they must understand how current campaigns are performing. Yet tracking the ROI of an online marketing campaign can be challenging. SEO services can expect to achieve the best results in looking into ROI for their customers with these few important tips.
Choose An Effective Attribution Model
To track SEO and ROI, it is necessary to choose an attribution model to track. Attribution models are either first touch or last touch. First touch attribution tracks the first channel that brought a lead to a website. Last touch attribution tracks the last avenue that brought a lead to the page. The most effective model should be chosen based on what information is more important when searching for the return on investment.
Track Keywords and CTR
To understand the effectiveness of chosen keywords and their click through rate, SEO services should use Google Search Console (GSC) to track such details. GSC provides easy tracking of organic keyword search, which is essential when pursuing SEO and ROI results. Yet it is important to be aware of the limitations with GSC, such as the fact that it only holds 90 days worth of search history and individually tracks desktop and mobile sites, HTTP and HTTPS sites, and even subdomains. Search history data should be downloaded frequently and individual search properties set up for each site that GSC tracks separately.
Use Website Analytics and Marketing Automation Tools
Website analytics are extremely helpful for monitoring SEO and interpreting ROI. An SEO company can get great ROI search results if they use their analytics tools effectively. Specific tracking goals should be established according to the chosen attribution model, then ecommerce tracking set up. GSC should be integrated into analytics searching as well. Website domains must be set as exclusions to prevent inaccuracies caused by tracking traffic to the site domain as referral traffic.
In addition, marketing automation and CRM tools allow searching for more personal data that web analytics cannot track. SEO services can identify individual users and the effectiveness of specific search engine optimization campaigns with this additional data.
Improve Conversion Rates
After analyzing data gathered through GSC, GA, and other tracking methods, this data can be analyzed by looking particularly at organic search and conversion rates. ROI tracking reports can be used to identify areas where things can be further optimized to improve conversion rates. It is important for SEO services to understand that ROI is not determined by how much traffic a site has; it is determined by how many conversions are made and the revenue those conversions bring in. Once ways have been determined to improve optimization and website effectiveness based on tracked data, these changes can be added to their client's marketing plan and the effects of these modifications pursued.
By carefully tracking ROI, an SEO company can easily determine the effectiveness of current search engine optimization marketing plans for their clients. Tracked information will also provide critical insight into what changes are necessary to improve optimization for better conversion rates and how this can increase revenue, resulting in a higher ROI. Based on these ideas, those who are seeking SEO services can also estimate their future marketing budgets to keep ROI as high as possible!