Marisa Jones
Considering that a well-executed SEO campaign can result in an ROI of 275%, there’s no denying that enhancing your SEO efforts can transform your success. Measuring the return on investment (ROI) for your search engine optimization efforts is paramount to prospering in the competitive SEO landscape. From SEO content to user experience, there are many aspects of SEO that impact your return on investment. But how do you measure enterprise SEO ROI to get an accurate picture of your current SEO campaign?
1. Prioritize Conversion Data
Step one in measuring SEO ROI is looking at your conversion data. Luckily, tools like Google Analytics make tracking conversions and measuring data relatively easy, allowing you to understand your return on investment.
Before you can start tracking your data, you’ll need to use Google Tag Manager to set up e-commerce events triggered when customers perform a specific action. Once you’ve created these custom events, you can start tracking conversions in Google Analytics through the following steps:
- Go to Reports → Monetization → eCommerce purchases.
- Filter the results to measure organic traffic by selecting Add filter, then choosing Source Medium for the dimension and Google / organic for the dimension value. Select Apply.
- Choose the Insights option in the top right corner. Here, you’ll find the total value of your conversions.
2. Look at Traffic Data
The next step in determining how to get clients for SEO is looking at your site’s traffic data. This data will provide insights into your ROI to assess the effectiveness of your SEO campaigns. Ranking data will show you the estimated traffic being driven to your website and the value of this traffic based on your cost per click (CPC).
You can use tools like Semrush’s Traffic Analytics resource to track your website traffic, allowing you to build a more successful SEO strategy. This tool provides information such as:
- How your audience engages with your website
- Where does traffic come from
- The devices customers use to access your website
- Average visit duration and bounce rate
This information can help you determine where adjustments are needed for your SEO campaign to maximize your ROI.
3. Determine Your SEO Investment
Before you can determine the ROI for your SEO campaign, you’ll need to know the total value of your SEO investment. The number you determine will cover all the costs of your SEO campaign, including your in-house SEO resources, SEO tools, and any freelancers or SEO agencies you work with.
Add up all these and additional costs to get the total number for your SEO investment.
4. Calculate Your Investment
Calculating your return on investment is one of the most important steps in measuring enterprise SEO ROI. To calculate this metric, you’ll need to know the total cost of your current SEO efforts by tracking keyword rankings, site traffic, and conversion rates before and after you implement your SEO campaign.
You can use the following formula to determine ROI for your SEO campaigns:
SEO ROI = (Value of Conversions – Cost of Investment) / Cost of Investment
For example, if your SEO campaign generates $50,000 in a month while your cost of investment is $10,000, you could use the formula ($50,000 – $10,000) / $10,000 = 4. This number means you’re getting $4 for every $1 spent on your SEO campaign.
If you want to have a more thorough look at how your SEO success is influencing your sales, you can use free enterprise SEO ROI calculators.
5. Consider How Much You Save
ROI isn’t only about how much money you earn from your SEO campaign but also how much you save on your SEO efforts. Companies that don’t have conversions can still determine their ROI by considering how much they would have spent to generate the same volume of site traffic from an alternative source.
For instance, if you’re spending 40 cents on your CPC for paid search results and eliminate this channel from your SEO efforts, you’re saving significantly more and can invest in other SEO strategies. Saving this money is another simple way to increase your ROI.
Measure SEO ROI Like a Pro
Optimizing your content is done best when you know how your content is performing. When you are creating content for your web pages, it is key to know what brings the best ROI. Measuring your SEO ROI is important whether you’re working on SEO campaigns in-house or wondering how to get clients for SEO. You can measure your enterprise SEO ROI in several ways, such as considering your conversion data, monitoring your traffic data, estimating your SEO investment, calculating your total ROI, and considering how much you save on your SEO efforts.
Through these measures, you can start creating SEO campaigns that successfully garner attention from your target audience while finding new avenues to save money on your investment.
