Are You Really Measuring for Return on Investment (ROI) with Search Engine Optimization?
Puzzling studies and reports suggest that businesses are missing out when it comes to ROI, including a whole host of metrics that should confirm or shape search engine marketing strategies.
You can't accomplish much if you're not even implementing SEO the right way. We've seen web site after web site that includes scores of individual keywords in the META keyword set (that many search engines ignore anyway). The SEO team not only used the wrong individual keywords (search phrases are better), but they didn't bother to include keywords in the page title or description. And, of course, they didn't think it was worth their time to focus on multiple pages? not just the homepage.
Hint: If you're selling dinnerware, "laundry" probably shouldn't be one of your keywords.
A WebTrends report cited in an eMarketer in 2004 showed the following ROI:
Using Complete ROI analysis 35.4%
Click-through rates only 24.2%
Conversion metrics 18.7%
Don't measure 21.7%
Barely one third figured a thorough ROI analysis was worth the effort.
More than 80% of companies surveyed are dissatisfied with their "ability to benchmark their marketing programs," according to "Measures + Metrics: Assessing Marketing Value + Impact," a stunning report based on a 2004 survey by the CMO Council, a Palo Alto, California-based organization. The CMO Council represents senior marketing and brand decision-makers in the global technology industry.
"Less than 20% have developed any meaningful and comprehensive measures and metrics for their marketing organizations," the report said.
It's possible, Fathom SEO believes, that companies just settle for what's easiest. If getting high rankings offers enough satisfaction, that's where the measurement ends. Or, maybe a business will look at total traffic (maybe even unique visitor trends). With PPC, they're apt to take up Google's offer and post an ad within 15 minutes, cranking out the common reports Google offers.
Businesses have a whole host of metrics that can serve them as long as the data doesn't fly over their heads.
Aligning SEM with Corporate Marketing Strategies You should start by knowing how your SEM goals relate to your corporate marketing strategy. Which of the following (or more) do you want to accomplish?
? Generate leads
? Sell online
? Build brands
? Grab more market share
Conversions You absolutely must track pages that allow visitors to take some kind of action, including:
? Requesting a quote
? Filling out a contact form
? Placing an order
? Registering for a newsletter
? Ordering a catalog
Establishing Your Metrics Determine which of the following will be the metrics that will mean the most to you:
? Online sales (broken down by category)
? Repeat visits
? Profits on sales
? Customer satisfaction
? Length of visits
? Cost per click (CPC)
? Click-through rate (CTR)
? Cost per conversion (CPC).
Get plugged into online consumers' behavior patterns. For example, studies show that consumers start researching products online several weeks (12 weeks in some business-to business scenarios) before they make a purchase ? often offline. Enquiro, based in Kelowna, BC, Canada, in 2004 found that 68.3% of those surveyed used search engines for "consideration or research." The results are detailed in Enquiro's "Inside the Mind of a Searcher" research report that looks at issues including four distinct types of searchers and the frequency with which people search during the buying process.
ROI should be an integral part of any search engine optimization strategy, not something that sounds foreign. Make it work for your business.
Michael Murray is vice president of Fathom SEO, an Ohio-based SEO firm. A member of Search Engine Marketing Professional Organization (SEMPO), he also authored the white paper, "Search Engine Marketing: Get in the Game."
There has been a lot of to-ing and fro-ing in... Read More
Don't share this with people of a nervous disposition because... Read More
Firstly, let me say that I am sure all our... Read More
Attaining a top ranking in Goggle or any other major... Read More
We got down to the basics with web site page... Read More
The internet marketing industry is now flooded with various page... Read More
In today scenario when we talk about Search Engine Optimization,... Read More
You've spent many hours trying to increase your online traffic... Read More
First of all, the Google directory is really just the... Read More
Incorporating writing as a means of boosting your link popularity... Read More
Google does not accept payment for inclusion in their main... Read More
Adding fresh, updated content to your website is the surest... Read More
Some search engine submissions are free and some pay for... Read More
Let me guess, you've read article after article on how... Read More
Extra, Extra Google Now Gives you feedback. By Creating a... Read More
It seems the excitement about search engine optimization fades in... Read More
I couldn’t agree more with the headline of this article... Read More
The "Number One" Question - the question that I (and... Read More
The internet is the largest market place on earth. It... Read More
We all know the ease of using a search engine... Read More
If I ask you how many web sites do you... Read More
Like many folks, I have been using KEI for some... Read More
So, you've just paid £300 - £10,000 for a new... Read More
Finding Targeted Keyword Phrases Your Competitors MissFinding keyword phrases your... Read More
In the process of designing a website for clients the... Read More
Uniquely built web sites can create unique issues when being... Read More
Many search engine optimization companies will sell you a search... Read More
Part 1. Wordtracker for keywords.A problem for all new webmasters... Read More
In part I - Google Page Rank Is Dead -... Read More
Getting a high ranking in the search engines is something... Read More
Search engine optimization is the process of increasing the amount... Read More
When, shopping for a Search Engine Optimization (SEO) company/specialist you... Read More
On November 16th, 2003, Google commenced an update (the Florida... Read More
Web marketers, do you hear what I hear?"Click-click BOOM"That's the... Read More
Many search engine optimization companies will sell you a search... Read More
Search Engine traffic accounts for nearly 80% of the Internet... Read More
The importance of keywordsKeywords or key phrases you choose will... Read More
As a member of several search engine optimization forums, I... Read More
Search engines use algorithms calculate the order in which the... Read More
If you're a webmaster, you've probably spent almost as much... Read More
Between 75% and 98.8% of visitors to Web sites come... Read More
'Are Google's Days in the Dominant Position in Search Technology... Read More
Visitors and search engines love content-rich web sites, but just... Read More
Getting listed in Yahoo! (The Very Top Search Engine/Index) is... Read More
As a matter of fact, I recommend NOT wasting money... Read More
I don't mind admitting that every time some new fangled... Read More
Duplicate content penalty. Ever heard of it? This penalty is... Read More
Everyone is looking for "secrets" about how to get more... Read More
Let's say you are writing a web site to sell... Read More
While it is okay to admire and envy all those... Read More
IntroductionThe Google Sandbox is a term applied to the phenomenon... Read More
Anchor Text (also called phrase linking) can significantly improve your... Read More
SEO or search engine optimization strategy now becomes widely popular... Read More
In the last 2-3 years many new companies have mushroomed,... Read More
There has been a good deal written about the Google... Read More
Welcome to part four in this search engine positioning series.... Read More
A good link building strategy has become an essential part... Read More
When Google Adwords first came on scene, it was not... Read More
You probably do this already - complete regular searches in... Read More
First, you must realize that targeting the right keywords or... Read More
When most people want to find something on the web,... Read More
Today, SEO is swiftly approaching saturation point. More and more... Read More
I've always been a big time press release aficionado.And up... Read More
No, it's not a general question for all and sundry.... Read More
Internal Linking ? An introductionThe web as they call it... Read More
We all know that the most targeted traffic we can... Read More
Search Engine Optimization (SEO) |