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June 17, 2009
How to Accurately Measure ROI from your SEO Efforts
If you are new to the game of SEO it can be difficult to sometimes budget into your marketing approach because search engine optimization is one of those intangible approaches with no clear definition. It is something you know you have to do but everyone’s approach seems to be different so it is an area that still requires a great deal of trust and confidence. To account for every penny could be difficult but there are still ways to measure certain areas of growth to see how things are working for the money you are spending. You will need to know analytics data of your site to accurately determine what type of return you are making on your SEO efforts.
For starters one of the most important items to look at would be any analytics information. Google has a great free tool anybody can implement into their website. Track every month the progression of visitor traffic. Every business constitutes a sale in different ways. Maybe yours is leads, by setting goal conversions in your Google analytics you can see a percentage of how many visitors turned into leads. Analyze which pages have increased in visitor traffic. Have the products that sold on the page increased as well? Have the number of email sign ups increased? These are people that are saying they might not be ready to buy right now but they want to hear what you have to say in the future. Your analytics information might show that a press release that you launched is sending over 50 unique visitors per month. Internet success can only be achieved by creating many different pathways to your site. SEO is a combination of programming and marketing so ROI can sometimes be tricky. Different companies look at ROI in different light. For those of you who need to determine some sort of ROI on your search engine marketing efforts your analytics information will be your best friend. You can learn a lot by those numbers. For example if you write a great deal of articles for your industry and position yourself as an expert you can track how many new visitors come to your site from those articles. This is important to know. Yes the articles might be for building up your links but those links also help drive traffic and that is where your ROI will be much easier to analyze. You can clearly see how many visitors have come over from that particular effort. If you have a great deal of volume on your site it will be difficult to track where everyone found you but if you can determine how many people purchased online with how many visitors you have had to your site you can figure out roughly your profit on your SEO efforts

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Nick Stamoulis is the president of the full-service Internet Marketing Firm, Brick Marketing.  Nick’s philosophy and strategies can be found in his SEO blog the, Search Engine Optimization JournalNick Stamoulis is also the editor and publisher for seven Internet marketing-related blogs: Pay Per Click Journal, Social Marketing Journal, Blog Marketing Journal, Email Marketing JournalLocal Advertising Journal, and Online Publicity Journal.

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