When it comes to Enterprise SEO, it’s important to measure the performance of your efforts and optimize accordingly. You need to demonstrate the value of your efforts to secure funds from executives and existing clients, acquire new ones, and justify SEO expenditure.
To do that, it’s important to get a clear picture of your ROI through various formulas. These will help you identify areas of improvement, allowing you to maximize your return on investment (ROI).
Traffic Growth
As a marketing agency, tracking various metrics to ensure your clients’ websites reach their goals is important. These include website traffic, conversions (website purchases, sign-ups, phone calls, and store visits), and revenue. One of the benefits of enterprise SEO metrics is that they will help you address every point at which customers connect with you, broadening your audience and enhancing your exposure.
With the right SEO analytics tools, you can easily collect these data and assess your campaigns’ performance. It can also be used to show if your clients’ websites are engaging with their visitors, providing an excellent metric for measuring the success of SEO. For instance, if a client’s site is getting a lot of traffic through mobile, but only a few people are converting to customers, they may need to implement a conversion tracking strategy to improve their ROI.
We often recommend that marketers look at incremental KPI growth to prove the effectiveness of their SEO strategies. This will allow them to demonstrate the true value of SEO and make it easier for upper management to understand why the campaign is a good fit for their company.
Another metric to consider is traffic growth, which measures the number of new visits to a website. It is a great indicator of how your top-of-the-funnel marketing activities are performing and shows the potential for lead and revenue growth.
Depending on the stage of your business and audience, this metric can vary widely, but it’s a good idea to track monthly traffic growth to gauge the success of your marketing efforts.
Conversions
One of the biggest ways to show ROI with enterprise SEO is by tracking conversions. Conversions are the desired actions you want your users to take, such as a purchase, a new account sign-up, or a form submission. They are important metrics for marketers because they allow them to measure the success of their campaigns and ad strategies.
While most people assume that a conversion is a sale, they can also be other actions that are important to your business. They may be a contact form submission, a demo booking, or even a whitepaper download. These are all valuable steps to help your customers move closer to becoming customers.
A good way to track conversions is with Google Analytics. You can set up goals for conversions and then see how many of them you get each month or quarter. You can also compare these conversions to the traffic your site receives and the revenue your SEO strategy generates during the same period.
Once you have these metrics, you can compare them to your SEO budget and determine whether your ROI is positive. Revisiting your strategy is a good idea if you’re not seeing a return on your SEO investment after a few months.
Lastly, you can look at your traffic and revenue growth over two or three years to see how much more you can achieve. This is a more meaningful measurement than just the amount of traffic that you receive and is the best way to prove the ROI of your SEO strategy.
Revenue
There are a few different ways to measure ROI with SEO. One way is to compare revenue generated with the amount of money invested in SEO during a specific period. Alternatively, you can use an attribution model that assigns value to your digital channels based on the end user’s action.
Using these metrics, you can show the impact of your SEO efforts on your client’s bottom line. For example, if your printer eCommerce client targets 30% YoY growth, you can track how the SEO strategy contributes to that goal. You can also monitor brand vs. non-brand visibility and conversions if your SEO platform provides keyword-level performance tracking.
While rankings and click-through rates are both important metrics in enterprise SEO, they should be considered in the context of overall business objectives and ROI goals. To make an impact on top-level executive reporting, you need to be able to connect your SEO strategies to revenue generation.
This requires more strategy, critical thinking, and execution than a quick-and-easy formula can provide. It also means that you need to find the right enterprise SEO professionals.
You want someone with expertise in multiple verticals and an understanding of your business’s goals. You also need to ensure that they have an inherent ability to communicate their findings compellingly.
Attribution
Whether you’re an ecommerce store or a service provider, enterprise SEO metrics can give you a comprehensive view of your website and its performance. They’ll also clearly show how your SEO efforts impact business goals and objectives.
Using an attribution model is the key to understanding the impact of your marketing campaigns across multiple channels. It will show you how a customer’s journey moves them through your sales funnel, from when they become aware of your brand to when they make a purchase.
There are many different attribution models, but you must decide which is best for your company. For example, choose a model that gives equal credit to all your campaigns, regardless of where they originated and how they interact.
Attribution modeling will help you understand how your marketing campaigns influence each buying cycle stage, allowing you to identify which tactics are most effective at driving conversions. In addition, you’ll see which of your marketing campaigns are working together to push customers down the buyer’s journey.
