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 right way. We’ve seen web site after web site that includes scores of individual keywords in META keyword set (that many search engines ignore anyway). The SEO team not only used wrong individual keywords (search phrases are better), but they didn’t bother to include keywords in page title or description. And, of course, they didn’t think it was worth their time to focus on multiple pages– not just 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 following ROI:
Using Complete ROI analysis35.4% Click-through rates only24.2% Conversion metrics18.7% Don't measure21.7%
Barely one third figured a thorough ROI analysis was worth 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 CMO Council, a Palo Alto, California-based organization. The CMO Council represents senior marketing and brand decision-makers in global technology industry.
“Less than 20% have developed any meaningful and comprehensive measures and metrics for their marketing organizations,” 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 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 common reports Google offers. Businesses have a whole host of metrics that can serve them as long as data doesn’t fly over their heads.