SEO focuses on both creative & technical elements to gain visibility, improve website ranking and traffic to website. As the internet is becoming increasingly competitive, those companies that have an outperforming SEO definitely have advantage in attracting visitors to their website.
Return on Investment (ROI) is the measurement of every marketing activity done by companies. In digital marketing, if you are doing Pay-Per-Click (PPC) advertising, RIO metric calculation is simple and static. But the same cannot be said for Search Engine Optimization (SEO). The measuring methods are dynamic and one has to stay updated with the changing trends to measure performance.
Following are the 4 sure-shot methods to measure ROI of your SEO Campaign:
- Focus on Non-Branded Organic Search Traffic
There are two types of keywords – branded keywords and non-branded keywords. Branded keywords are those which contain your brand name. Non-branded keywords are general keywords related to your product type or business nature or industry domain.
In SEO campaign, one of the major aim should be to increase your brand exposure on the internet in such a way that when people search non-branded keywords (example: shirts for men) in search engine, your website should rank higher on the SERP. This is the key indicator of a successful SEO campaign that your website is ranking higher in Google’s massive database. One should do a keyword research to find the optimal mix of branded and non-branded keywords.
- Higher Ranking in Organic Search
Ranking position of the website on SERP is the most critical factor of an SEO campaign. It is one of the most important metrics that should be tracked to determine whether your SEO campaign is working correctly or not. Higher ranking gives more traffic to your website and it will help you to achieve your business goal faster. One important thing need to understand is due to the number of factors in play, rapid changes of website ranking In SERP is not possible. It takes time for your SEO campaign results to lay fruit.
- Increase Inbound Links
Inbound links also known as backlinks, are simple hyperlinks from a page on the web to a page on your website. A variety of high quality backlinks will help your website to rank higher in the search engine result page.
Backlinks from high DA & PA sites are very valuable for SEO as it serves as a proof of credibility and a ‘vote of confidence’ for a website. It conveys to the search engine that your website is worth linking. It is also necessary that you should avoid bad backlinks (links from unrelated or spam) websites, which can bring down your SEO score.
Along with website ranking, backlinks and other metrics, generated revenue is also important for determining the ROI of your SEO campaign. The quality traffic and links to your website should boost your business because your SEO effort is meaningless if they don’t convert into money for your business.
Successful SEO will drive quality traffic to your website from relevant sources where your ideal customers are more active and you will get more conversions.
Before going for an SEO campaign, you should keep in mind that SEO is a long term investment where the correct tools, strategy and knowledge are applied. It should be approached with a long term vision to get the best ROI.