When SEO is questioned as a marketing strategy, you need to know exactly how to assert its value to your website. Unlike other internet marketing measures, SEO isn’t the easiest tactic to measure. With paid advertising campaigns, it’s easy to produce numbers that show profits and return on investment. For e-mail marketing, interaction metrics are also easy to acquire. But organic search results are an entirely different matter.
For one thing, search rankings fluctuate—sometimes wildly in a single day. Additionally, search results vary by location, search preferences, and a host of other variables. With so much uncertainty, search engine rankings aren’t a reliable measure of your site’s SEO success.
To provide the same level of reporting precision in the SEO world, you’ll have to adjust expectations toward the metrics you can measure reliably:
- Site Traffic – increased site traffic is the reason everyone wants to rank higher in the search engines to begin with, isn’t it? So if you can show that your SEO efforts are driving traffic to the site, you can show growth outside of where you rank in search results (and consequently improve your ranking by demonstrating value over time). You can measure whether this traffic comes from organic or paid searches using tools like Google Analytics.
- Sales Increases – Some sites will actually see more sales/interaction through organic searches than paid advertising. You can use a variety of ways to determine where these sales originate, but Google Analytics has an eCommerce tracking tool that can help you show what sales are from organic search.
- Site Influence – Is your social media campaign booming? Are you seeing more general awareness of your site? Have the links to your site increased organically? All of these metrics are important to showing how much more visible your website has become thanks to your SEO efforts.
Ultimately, if the above metrics continue to rise, you will see an increase in your site’s search engine ranking. Once you’ve adjusted expectations to not focus on this, your success in this category will be even sweeter when your site does escalate past your competitors.