Search Engine Optimization (SEO) focuses on using both technical and creative elements to achieve growing visibility, improved rankings and website traffic in organic search engine results.
With the Internet becoming increasingly competitive, those companies that perform SEO definitely have a decided advantage in attracting visitors to their web page. But how can a company exactly measure the ROI of an SEO campaign?
Looking At An Increase In Non-Branded Organic Search Traffic
There are two kinds of keywords - branded keywords and non-branded keywords. Branded keywords are those phrases that contain a brand name while non-branded keywords are general keywords related to your business.
One of the major aims of an SEO campaign is to increase your brand’s exposure on the Internet in such a way that when people type non-branded keywords into a search engine (e.g. shirts for men), your business shows up as the most relevant and useful option. An increase in non-branded organic search traffic is a key indicator of an SEO campaign’s success because it simply proves that out of Google’s massive database, a person found and clicked on your website.
Higher Ranking Positions In Organic Search
Ranking positions are one of the most important metrics that should be tracked to determine if an SEO campaign is working correctly. Higher rankings in the first few results are critical to visibility.
Studies show that the top listing in Google’s organic search results receives 33 percent of the traffic as compared to 18 percent for the second position, and the traffic only decreases from there. An SEO campaign boosts your website’s rankings and places content where searchers will more readily find it.
An Increase In Inbound Links
Also known as backlinks, inbound links are simply hyperlinks from a page on the web to a page on your website. Websites with a variety of high quality backlinks rank higher in the search engine results pages.
Inbound links are very valuable for SEO because they serve as proof of credibility and a ‘vote of confidence’ for a website. They help convey to the search engine that a website is worth linking to and this helps it perform strongly on search engines. It’s because of these reasons that inbound links have long been considered to be the life force of SEO.
But do keep in mind that quality is key when it comes to gaining more inbound links. An SEO campaign should attract high-quality, good backlinks to your website and make sure to avoid the bad backlinks (links from unrelated websites) and ugly backlinks (links coming from spam sites).
A High Conversion Rate
A conversion rate is the percentage of visitors arriving at your website through search engine results and performing your desired action (buying a product or service, contacting the business, or any other website goal). Basically, the higher your conversion rate, the more successful your SEO campaign is.
While it is widely accepted that the biggest measure of your SEO campaign’s success is achieving a high conversion rate, a balance between conversion rate optimization and SEO is the best way to go when executing an SEO campaign. Web pages should ideally be both conversion-focused and try to rank for something directly.
Ultimately, SEO is a successful long-term investment strategy when the correct tools, strategies and knowledge are applied. SEO shouldn’t be approached with a short-term mentality but with a long-term vision and understanding in order to really gauge the ROI of a campaign.