How to Convey the Marketing Value of SEO to Clients & Corporate Execs.Posted by oicadmin on 09/04/14
Tags: tracking , roi , consulting , doing business , marketing , google , seo
As a professional of SEO, you are fully aware of your work's value. But not all your clients or prospects will fully grasp the necessaries that make SEO successful.
This can be attributed, in part, to the fact that it is challenging to prove return on investment (ROI) for the money spent on SEO by an individual or an organization. This does not mean that it is impossible.
Tracking ROI on SEO efforts is of great importance, and especially so for you as a professional in the field. This is because you will need this data to justify your value to the client. You will also need this data to justify the expenses incurred on SEO to their management.
SEO is less attractive to many businesses as compared to activities that more readily produce hard ROI statistics. Due to this fact, SEO is one of the first things to be dropped by a business in favor of other marketing activities with more "tangible benefits". This can however be combated through the following efforts.
Use Numbers To Defend Your Position
Making use of hard data is ideal when proving the worth of SEO to a business. You can use the following steps to streamline the process:
1. Measure the number of leads.
2. Measure the revenue.
3. Measure the revenue per lead.
The revenue per lead can be calculated by dividing the aggregate amount of revenue by the aggregate number of leads.
A Few Key Points On Leads
It is important to note that visits to a page do not necessarily translate to leads. They can, but do not always. Tracking visits to a page will provide a general idea of the overall activity, but of more importance is tracking the events or goals. They are more useful when mapping SEO back to revenue.
The concept of events and goals in the context of Google Analytics can bewilder many company executives. Turn this to your advantage by educating your clients about them. Explain to them what they mean and why they are of significance to the business.
Explain clearly the meaning of events and goals as follows:
- Events: An event is a specific action that a visitor engages in while interacting with a website. It may involve clicking on a link, downloading assets or information. Each event is an indication of some sort of engagement by the visitor, identifying more qualified prospects from the overall number of visitors to the website. It is thus more beneficial to track events rather that just tracking page views.
- Goals: A goal is the state of affairs that a plan is intended to achieve. In relation to visits to a website, there are four crucial goals that a business should track. First, visits to specific URLs such as the confirmation page should be tracked. Second, the duration of time a visitor spends on a site. Thirdly, the total number of pages on a website viewed in the length of one visit. The fourth should be the number of events as mentioned earlier.
Tracking the events and goals will give you and your client greater insight into the customer and prospect behavior than tracking the number of visitors to the site could ever achieve. These metrics could also directly tie into the revenue stream data.
Set Up Yourself And Your Clients For Success
It is very important to set the stage from the beginning in order to accurately measure the ROI of your SEO efforts. Ensure that you and your clients expectations are aligned to avoid unpleasant (and sometimes unnecessary) experiences.
You are once again provided with an opportunity to showcase your talents by demonstrating your expertise and presenting it to your clients. Teaching your clients more will empower them and as a result make them more loyal to you.
There are three important points that you should establish with new clients.
1. Patience is crucial to SEO success
However great instant gratification might be, it is not what SEO is about. Clients may not want to hear this, but they have to be made to understand. SEO can be beneficial in the long run and will thus boost its value greatly.
Getting a website ranked via SEO may not reflect on revenues for some time. It is crucial that your clients understand this and exercise patience for a bit longer before the results start showing.
2. Measuring ROI
In addition to revenue per lead, number of events and goals, other measurements should be used to track the success of a SEO strategy. Such measures include the removal of Google penalties. In addition, some metrics can not be directly tracked to revenue.
3. Setting up Analytics
If your clients have not set up their analytics to properly track conversions, the picture painted by the analytics may be incorrect. Coordinate with your clients to ensure that all analytics are capable of capturing and showing you what you need to know. These concepts need to be established at the beginning to ensure that the relationship with your client is healthy and profitable.
What SEO is About
SEO is not just about getting leads, it's about getting the right leads. It's also about accuracy in tracking this leads to help you make adjustments to activities as needed and help clients calculate the ROI for SEO.