It can be really hard to get motivated to work out.
All that effort you have to put in to get ready, get to the gym, get yourself on the treadmill, besides having to actually work up a sweat!
That’s why I personally love those treadmills that tell you exactly how many calories you’re burning as you go.
It’s a very clear ROI for the effort that you’re putting in: The longer you spend on the treadmill, the more calories you burn.
That’s what I call motivation.
Sometimes it can also be really hard to get motivated to do SEO.
You’ve probably wondered (or maybe your boss or your clients are wondering) what all of your SEO efforts are actually doing.
Are you getting a return on your investment?
When you, your clients or your company are spending money on SEO, you want to clearly see the results you’re getting back.
You want to be able to measure your SEO ROI.
What Kind of ROI Can SEO Give?
Just like you can work out with different goals in mind, your SEO efforts can also work towards several different goals.
These are the four main types of return that you can get on your SEO investment:
1. More Brand Awareness
Perhaps more than anything, your company is looking to build a tribe of faithful followers online, people who really care about your brand. Or, at the very least, you’d like your brand to be recognized by a greater number of people.
There are many ways to increase brand awareness with SEO, and you can calculate specific results of brand awareness across the web using the tricks we’ll discuss below.
2. New Leads
A company who is looking for new leads will be implementing certain SEO strategies in order to draw people to their website, perhaps capture emails addresses for their email list, or have a first contact point with a potential customer.
Using SEO tactics to build leads is a great goal for a company looking to expand.
3. Increased Sales and Revenue
It’s great to see that for every $1 you spend on SEO, you can get a set dollar amount back. That is truly motivation to keep up with SEO efforts. We’ll discuss below how to calculate a dollar amount from your SEO results.
4. More Phone Calls or In-Person Visits
For local businesses, ROI will have more to do with actual contact with potential customers. Below we’ll also talk about how local businesses can calculate SEO ROI.
Setting Your Goals and Baseline
If you’re working out with the goal of losing a certain amount of weight, you’ll need to have that goal fixed in your mind before you start.
Also, you’ll need to know how much you currently weigh in order to accurately track your results.
The same is true in measuring SEO ROI:
To start, you’ll need to define your goal, and figure out what that baseline is.
For example, if you want more revenue, calculate what each lead/sale is worth to you, and then see how many new leads/sales you need to reach a revenue goal.
The best thing to do is keep a spreadsheet with both your baseline and your goal. From there, you can also keep track of your SEO ROI as you move forward.
So, are you ready to measure your SEO ROI? Let’s discuss how you can do so based on the four main goals that you could have.
SEO ROI: 4 Ways to Measure Success Based on Your SEO Goals
Goal #1: More Brand Awareness
So, you want people to know about your brand.
How do you know if your SEO campaigns are actually building brand awareness?
And how does this translate into ROI?
The first metric you’ll need to consider is backlinks to your website. As this number grows, it means more people are linking to you and endorsing your brand.
Using a tool like Monitor Backlinks, you can track all new backlinks coming in over time, as well as any lost backlinks.
From the Backlinks tab, you can also find more details about each backlink including its follow status and a range of quality metrics.
Grab a free trial of Monitor Backlinks for 30 days of unlimited backlink tracking, competitor tracking and more!
You can also measure the effects of that brand awareness on your website by looking at how much non-branded traffic is coming to your website from those backlinks.
Using Google Analytics, simply go to the “Acquisition” tab. Then, under “Campaigns,” select “Organic Keywords.”
On this page, you’ll be able to see specific traffic coming to your website from each different keyword. Simply exclude branded keywords, and see how much traffic is coming in.
Here, you’ll see results such as:
- New users
- Bounce rate
- Pages per session
- Average session duration
You’ll also see how many conversions you’ve received. And, if you’ve already assigned a value within Google Analytics to each conversion, this graph will show you the exact dollar amount that this traffic has earned you.
For example, if you receive 500 conversions from your new, non-branded traffic, and each conversion is worth an average of $10, that’s a total ROI of $5,000!
Goal #2: New Leads
Leads are an essential part of increased revenue.
The best way to measure an increase in leads for your website is by watching your email sign-ups, form completions or other metrics depending on how your website collects leads. An increase here could mean a serious increase in profits.
To turn your new leads into a dollar amount, you’ll need to calculate how much each lead is worth to your business. This can be calculated by seeing how many leads convert on average, and how much your average sale is worth.
For example, if 20% of your leads convert, and each sale is worth $100, then each lead is worth $20.
In this case, if your SEO efforts have given you 200 new leads on your website, then that’s a total ROI of $4,000.
Goal #3: Increased Sales and Revenue
If your goals are solely based on increased sales and more revenue, how can you calculate that from your SEO efforts?
The best way is to calculate and monitor your conversion rate using Google Analytics.
This is easily done using the “Goals” section. First, you’ll need to decide what kind of conversion you’re tracking, whether it be a sign-up for a membership site, sales on an e-commerce store, making an appointment at a local business, etc.
Next, choose the destination of this conversion, whether it be a checkout page or a form that’s filled, and assign a value to each conversion.
Once this is set up, you can track your goals and your conversion rate under the “Conversions” tab by clicking on “Goals.”
To see how much actual revenue you’re getting from your SEO efforts, you can go back to the “Organic Keywords” tab that we talked about above, but this time check the revenue for all organic traffic to your website.
Goal #4: More Phone Calls or In-Person Visits
For local businesses, your sales and leads might not be coming solely from your website.
So, how can local businesses track the ROI on their SEO?
First, you’ll need a Google My Business page. You’ll want to start by tracking how many calls or texts you receive from people who found your Google My Business page, as well as from people who found your business in Google search.
It’s also a good idea to keep an eye on how well you rank for local keywords, as well as whether or not your business is ranking in the Google 3 Pack. Both of these factors will influence how many people find your business online.
You can use Monitor Backlinks to track your keywords as well as your backlinks.
Just head to the Keywords tab to track your ranking position for each local keyword, as well as where you stand in the Google 3 Pack. If you appear there, you’ll see your 3-Pack ranking right below your regular SERP ranking.
To track actual revenue, assign a value to each new lead as we did above, by tracking how many of those phone calls or texts turn into actual customers.
For example, if 10% of people who call your business make an appointment, and each appointment has an average cost of $50, then each new phone call is worth $5 to your business.
If your SEO efforts land you in Google’s 3 pack, and you receive 500 new phone calls in a month, that’s an ROI of $2,500!
You can also track phone calls by using dynamic number insertion. Companies such as CallRail help you track phone calls coming in from your website, PPC ads, Yelp, Facebook or other places, and also help you to track which of those calls actually converted.
Keep Tracking Your SEO ROI for Better Results
We all know how good it feels to reach a goal.
When you’re trying to lose the last few pounds you gained over the holidays, stepping on the scale and seeing your goal weight (or less!) is the best feeling in the world.
You can experience that feeling when it comes to SEO by tracking the ROI of your efforts.
This allows you to prove your worth to your clients and bosses, and gives you the motivation to keep working in order to reach those goals.
Follow the steps we discussed above to easily find your SEO ROI, and keep tracking your success!