The value of SEO can be measured in many ways against many different goals; for example, ROI could be measured by additional sales made, prospects engaged or the buzz about a brand. Proving the value of SEO depends on tracking and analysis against a clear goal.
For clients investing in professional SEO services in London, the ROI of technical optimisation, content marketing or link building could be calculated by comparing the number of organic actions against the cost of those triggered by paid search.
Develop an ROI model
Measuring incremental gains with an ROI model that tracks visibility, visits and revenue in a spreadsheet can be one of the most effective ways to keep on top of SEO performance.
By aggregating data on the performance of top keywords in terms of conversions against expectations, the ROI of any SEO changes can be understood. Integrate data from paid search reports and you can set a figure for how much traffic and conversions would cost you if you had to buy them, enabling you to build the case for the level of SEO investment.
Investing in a test is often a reassuring way to test the water before making a more significant investment later on; for example, if you are looking for professional SEO services in London contact Elevate UK or another professional agency to develop a strategy for testing SEO changes and learn how to continue to make your site perform better.
Business 2 Community argues that businesses should allocate budget to test paid efforts to drive more traffic, which also applies to SEO.
There are many insights on SEO improvements that can be shown through Google Search Console data and it is vital to report back on how rankings after SEO changes compare with before. Show how the number of clicks and impressions has changed and where you are now positioned in the SERPs. How many keywords are you showing for compared with before you invested in SEO?
Finally, keep track of how your competitors are ranking in the SERPs. If they are beating you, analyse what SEO techniques they have invested in. Set out an SEO strategy that will outperform them and prove the value of SEO.