The existence of every company depends on sales. And in today’s competitive market, growing sales demands have an effective digital presence. One of the most challenging challenges SEO experts face is determining the return on investment, leading to the risk of budgeting.
In uncertain times such as this, your company’s top executives will want to learn new ideas and gain quick victories. So, you need to measure the ROI of SEO and provide innovative solutions that will dramatically impact your company’s performance.
This article will explore the challenges that arise from SEO as a channel for marketing and the most effective strategies that can help you attribute the increase in revenue for your business due to SEO efforts.
SEO as a marketing channel: The Downside
For most businesses, SEO still seems to receive little or no attention compared to other marketing channels, including paid search. There’s a lot of cash in PPC advertising, and it’s much easy for the paid search teams to utilize different automation tools to optimize and manage paid search ads.
Furthermore, the total transparency of measuring ROI right down to the search query level allows for an efficient budgeting decision.
However, when it comes to the organic aspect of search (as most clicks on SERPs result in organic listings), finding out its actual value isn’t easy. Because SEO does not have efficient automation tools to manage large-scale campaigns, it’s difficult to determine its effectiveness, resulting in tight budgets.
Issues in How to calculate SEO ROI
Since Google eliminated its data on keyword-level analytics in 2013, SEO Services had discovered workarounds to determine the ROI of search engine optimization.
Google Analytics Organic Search Channel YoY Comparison
One option SEO professionals have resorted to is to compare the organic traffic generated by the current year with the previous year within Google Analytics. The downside is that it isn’t clear whether the keywords that drive traffic are generic or branded. Therefore, the increase in revenue could be solely from the advertising on TV, while the non-brand SEO’s performance is declining.
Google Search Console YoY comparison
It is also possible to make an annual comparison with the GSC. In reality, no revenue means no ROI. The keywords report only provides just a tiny portion of the top 1000 keywords (whereas the paid-search term report could have 500,000 revenue-generating keywords within the same period).
How can we address these problems?
The actions you can take to tackle these issues while assessing SEO ROI include:
Growing your Market Share
Seek out your market share to grow. You may have a solid name and a loyal customer base; however, what about potential customers who want to buy the items or services you offer but have not yet found your company?
Therefore, think beyond your market share that you have branded and tap into the latest revenue opportunities in the untapped category.
Predicting Revenue and Traffic Opportunity
The hundred thousand organically searched keywords are not in plain view of Google Ad Search term reports that include sales, sessions, and revenue. In most cases, Google Keyword Planner tells you about the minuscule number of searches. Therefore, the ability to predict these opportunities for revenue and traffic is superior to any other tool from third parties.
Go Local and Mobile
One of the most significant adjustments to SEO best practices that have emerged in the last few years is the focus on local and mobile content, and they are inextricably linked.
Local SEO is becoming more significant as more and more consumers utilize mobile devices to find businesses, as 30% of mobile searches currently have a local-focused intent. Furthermore, 70% of consumers are likely to visit a nearby establishment when they conduct an online search.
So when you plan to drive customers to your physical or online store, you should focus specifically on local content (including specific local terms and pages for landing) and ensure that your online website is mobile-friendly.
Designing “Smart Pages’
Professionals will develop “Smart Pages” that organize your content according to how your prospective customers will discover it. Furthermore, the pages will fit within the existing structure of your website.
The creation of “Smart Links.”
Professional service providers can dynamically link to your “Smart Pages” on your website. They calculate and update them according to your platform’s custom algorithm. It can further improve the SEO performance of your site by enhancing the contextual interlinking between web pages.
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Utilize Social Media to Increase Your Viewership and Increase Your Reach
Social media is among the most rapidly growing components of a modern and comprehensive SEO strategy. It is due to an increasing percentage of people are using these platforms to connect with brands.
About 80 percent of people turn to Facebook when they need to discover interesting content, so there’s an enormous opportunity to connect with new people, reach more prospects and establish lasting relationships with your customers.
In addition, the social media platform is an excellent way to showcase an authentic aspect of your company and can be used as an effective direct marketing tool due to tools like Facebook Ads. You can also use social networks to boost your customer service efforts.
These are just a few of the crucial ways to transform the results of your SEO initiatives into a tangible revenue-generating source. A well-planned SEO strategy will turn the tide for your business and result in steady profits shortly.
SEO for business is crucial to the growth of any modern-day company, and not just because it will increase your online visibility and reach as well, but also because it can aid in increasing revenue by driving more incredible people to your website, giving you more significant opportunities to convert leads to customers, as well as providing you with the tools to boost the rate of conversion.
Remember that creating and maintaining a comprehensive plan which focuses on all of these aspects is equally important as the components themselves, as that’s the most effective method to build an efficient SEO device that can increase sales.