How to Turn SEO Into a Measurable Revenue Generator

How to Turn SEO Into a Measurable Revenue Generator

In this article, I will talk about this new approach that can help you add company revenue growth to your SEO efforts.

Are you tired of constantly defending your SEO budget to the C-suite?

On November 4, I moderated a Search Engine Journal webinar presented by Andreas Dzumla, CEO and Co-founder, Longtail UX.

He walked through a new approach to attributing your company’s revenue growth to your SEO efforts.

Here’s a recap of the presentation.

One of the biggest challenges for SEO professionals is measuring your return on investment.

If you can’t demonstrate your ROI, your budget and your role are at risk. It doesn’t have to be that way.

In uncertain times like these, your company’s C-suite wants to hear new insights and achieve quick wins.

You should be able to:

  • Measure ROI in SEO.
  • Offer new solutions that can have a bigger impact on the business.

SEO as a Marketing Channel: The Problem

For many companies, SEO still seems to get little to no respect compared to other marketing channels – especially paid search.

There’s a huge pot of money in PPC advertising.

In 2019, total worldwide search advertising amounted to $136 billion.

It is easier for paid search teams to use lots of automation tools for optimizing and managing paid search campaigns.

Because of the full transparency in measuring ROI down to search query level, efficient budget decisions can be made.

But what about organic search?

While the majority of clicks on SERPs go to organic listings, proving its value has proven to be a challenge.

Historically, SEO lacks reliable automation tools for managing large-scale campaigns.

It is also hard to measure its ROI which then leads to constrained budgets.

Approaches to Calculating SEO ROI

Since Google took away keyword-level analytics data in 2013, SEO pros had found work-arounds to calculating SEO ROI.

Here are just some a few of them.

webinar seo

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