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How do you measure the effectiveness of your SEO strategy?

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A few days ago, we went for a meeting with a potential client who asked us lots of difficult question. One of them was particularly harder than the rest: 

The question was: ” How do you quantify/ensure that I’m getting a positive ROI on my business’s SEO if we subscribe to your services?” 

If you have no idea on what is SEO ( Search Engine Optimisation), do read the article here. It will give you a good idea of what it is and why is it important.

Key takeaways : A potential client asked us a difficult question on our SEO service which is : "How do you quantify/ ensure that I'm getting a positive ROI on my business's SEO if we subscribe to your services."

Well first of all, we shared about why appearing on the first page of Google is not a complete indicator that your SEO plan is successful.

Read: SEO Mythbuster: Appearing on the first page of Google is not always good.

We told him that a successful SEO plan can only be clearly dictated in dollar and cents. But unlike digital marketing on Facebook or Instagram, you do not have a direct knowledge to what is your cost per click, cost per purchase or even cost per mile. This is the case if you do not run an e-Commerce website.

But what you can do instead, is to couple Google Analytics along with your website to measure how many leads are generated from organic traffic and how many sales are generated from those leads.

The process can be complicated but basically what you need to do is:

(1) Set up Google Analytics to your website
(2) Assign a value to a link that directs your visitor to a lead collecting page or even a service subscription page
(3) Track the conversion rate from these clicks
(4) Refine the calculation as your cost and gains changes over time

FIRST OF ALL, WE HIGHLIGHTED THE DIFFERENCE BETWEEN FACEBOOK DIGITAL MARKETING & TRACKING SEO WITH GOOGLE ANALYTICS.

Facebook Ads Manager

What you see above is how a Facebook Ads Manager looks like. Unlike tracking the effectiveness of your SEO plan, the effectiveness of an advertisement could easily be seen from the dashboard.

You would be able to tell how much cost is needed to capture a lead, your relevance score as well as your other cost. 

If you are able to collect 30 leads for RM400.00, then enrol 4 of them for an RM500 course. Then your ROI is RM2000 divided by RM400 which is 5 times at initial value.

It’s crystal clear. Then you can decide what to do with the rest of the 26 leads because they are always a chance to convert them into your purchasing customers later on. 

And that increases your ROI value!

Google Analytics Dashboard

On the other hand, above is the dashboard of a Google Analytics, it’s a tool you can use to track your the ROI of your SEO plan. Unlike tracking the effectiveness of your digital advertisement, tracking your SEO effectiveness can be extra tricky.

You see. Tracking your ROI on your Search Engine Optimisation is possible, but only if you run an e-Commerce tracking module on your website too. 

If you do run one though, then the ROI of your SEO plan could easily be calculated by tracking the purchases done on your website via an organic search traffic to your website. 

Organic traffic means that someone found your website on Google search bar. And that’s because your website is appearing in the search results! 

But if you do not run one, Google Analytics wouldn’t be able to assign a value to your page and hence, wouldn’t be able to estimate how much value that page generated for your business. 

SO, WHAT CAN YOU DO IF YOU DON’T RUN E-COMMERCE ON YOUR WEBSITE?

IT CAN GET VERY COMPLICATED! BECAUSE IT'S VERY SUBJECTIVE! BUT NEVERTHELESS, WE HAD PREPARED A SERIES OF SLIDES BELOW TO CLEAR UP THE COMPLEX MATTER FOR YOU!

If you prefer to view the slides as PDF instead, click here to view the slides in PDF format.

IT TAKES TIME TIME TO DIGEST THE AMOUNT OF INFORMATION. REACH THRICE IF YOU NEED

And that’s how you track your SEO effectiveness and its ROI if you do not have a website with e-Commerce on it. If you need any help, send a message into us! We will be more than happy to assist.

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If you love Catalyst Digital and would like to start a project with us, start by clicking here to get more information.

Jin Chi

Jin Chi

The founder of Catalyst Digital. Born in year 1995, a huge fan of blue ocean strategy as well as lean startup. You can contact him by email at jinchi@catalystdigital.my

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