Are you investing in search engine optimization (SEO) for your company website? Do you measure the return on investment (ROI) for your SEO efforts? If not, you should immediately start doing so. The information that you get from Google Analytics will give you an idea about the patterns in traffic, supportable traffic, increase in links as well as the increase in revenue. There are easy ways through which you can understand if your ROI is increasing. Some of them include:
Rising organic traffic for non-branded keywords
When you see a rise in your website traffic, you can be sure that your SEO efforts are paying off. However, the traffic should not only come from visitors who search with keywords related to your brand’s name. It should come more from relevant keywords which are non-branded. You need to differentiate it from the branded traffic, so that you can get an idea whether your business in actually growing overtime. This is because the unbranded traffic is comprised of people who are not familiar with your business, but might be in the need of your products or services.
Quality traffic coming to your website
Just an increase in traffic is not an indication that your SEO is working. Relevant traffic must come to your website that might turn leads to conversions. High quality traffic is comprised of these visitors as they are interested in buying your products. When you analyze the time they spend on your site, the bounce rate and pages per visit in Google Analytics, you will be able to measure the traffic quality. Low bounce rate, increase time spent on site and an increase in the number of pages per visit indicate an increase in quality traffic.
It is obvious that an effective ROI will be possible only when there is increased revenue. Increase in inbound links and quality traffic will affect your revenue positively. If you want a meaningful ROI for your SEO efforts, consistent revenue generation is necessary. This is possible when you can drive conversions from traffic which is interested in the products and services that you offer.
So, keep an eye on the ROI to understand whether your SEO effort is actually paying off.