Every business owner works to drive revenue into their company. In order to do so, they execute several marketing and sales strategies to develop a strong base of customers. In our digitally dominated world, digital marketing has become the need of the hour, and by default, so does SEO.
10 Tips to Show ROI from Local SEO 2019
Every digital marketing tool, whether it is a blog or website, is used with a goal of making the content both interesting for human consumption and SEO friendly. It is important to get attention from search engines to get wider exposure to your ideal audience.
As a result, SEO often becomes a major factor in revenue generation. And if you are an SEO person, you probably know how difficult it is to show ROI from local SEO.
With search engine rankings being an imperative part of business productivity, local SEO service is no longer an optional service; it has become a mandatory procedure. Being the person responsible for SEO is often frustrating when you are not able to efficiently process ROI reports. This is one of the concerning issues across SEO specialists. If you are also having trouble showing the ROI of local SEO efforts, then here are a few tips to help you paint a realistic picture.
1. Don’t Rely on Google Analytics Reports
Google Analytics Reports is a great tool to analyze your data, but if your primary goal is to realize ROI from local SEO, then this tool would not be enough. Gauging ROI from Google Analytics reports is quite a challenging task to accomplish. It is important to understand that there are several aspects of SEO, like click-through rates and bounce rates that are not covered in GA reports. Hence, it is advised to go beyond Google Analytics Reports when it comes to measuring ROI from local SEO.
2. Stay Focused on Conversions
Conversions are a major source of data for businesses. Thus, it would be beneficial if you focus on conversions while preparing the reports. It is important to focus on the conversions that are a direct result of local SEO efforts. You can get assistance from SEO tools to grab the information regarding the conversion rates of the websites. Conversions are generally tracked with web traffic, paid ads result, links on social media, organic search, etc.
3. Analyze Call Tracking Metrics
There are several businesses that rely on phone calls for lead generation, customer management, and client handling. For such businesses, call tracking metrics data also prove to be helpful in creating an ROI report. Call tracking metrics comprises of all information regarding incoming calls and their subsequent conversions. Hence, it is important to estimate the call tracking data to realize ROI from local SEO. Call tracking metrics results can also be used to track PPC, organic SEO, and offline ads, as well.
4. Calculate Potential Visits To Website
Potential visits to the website is also an important source of information to determine ROI. The number of visitors who visited your site depends on the efficiency of your SEO strategies; hence, it is also counted as an imperative element to calculate the ROI generated from local SEO. Keep all the records of website traffic, or you can use an SEO tool to gauge the potential visitors to your website within a specific period of time.
5. Make Google Console Your Ally
Google Console is an amazing SEO tool, and you might be surprised as to the amount of data you can glean from it. Click through rates and search queries are two of the important elements of SEO, and Google Console knows the right way to calculate them. It will help you track CTRs and monitor search queries that will eventually help in showing ROI from local SEO strategies.
6. Use A Ranking Tracker
SEO ranking is the major contributor to ascertaining the ROI from local SEO. From the number of times your customer has almost made a purchase decision or viewed your website on the search engine, a ranking tracker will track this data. There are specific software options that you can use to track your online ranking/presence. Everything factors in to the data to calculate ROI from local SEO.
7. Track Impressions On Your Google My Business
Google My Business (GMB) also plays an important role in determining your ROI from SEO. Every business can use a Google My Business profile; it helps in determining Google’s impression of the business. It also helps in determining how many people are connected with your brand through Google. Take the data into consideration while preparing the ROI results from local SEO efforts. You can also make use of your GMB dashboard to extract the data from customers and search engines.
8. Perform A Year Over Year Comparison
If your business is working on a seasonal basis, it would be beneficial to have a year-over-year comparison. This will help you draw out necessary data regarding customer interactions when your business was dormant. If you are a seasonal business, month-to-month traffic comparisons might not work. In this case, it is essential to go for year-over-year comparison when it comes to gauging ROI from SEO. Make sure to keep track of your website interactions to make the best use of year-over-year comparison.
9. Don’t Ignore SERPs
When you implement a local SEO strategy, everything related to your search engine ranking works as a source of information to calculate ROI. Tracking your ranking on SERPs is also important to measure the ROI from local SEO. You can use several Google tools, or automated software tools, to assess your rankings on SERPs.
10. Estimate Revenue From Customer’s Lifetime Value
For the calculation of estimated revenue, you should gather details about a customer’s lifetime value. Lifetime value calculates on the basis of regularly purchased services, and products. Here, individuals need to multiply the sales pitches/efforts to a customer’s lifetime value. As a result, estimated revenue from each customer can be determined. The resultant figure can be multiplied with actual conversions for final outcomes.
SEO is a critical component of an online business. While generating revenue becomes the primary focus of the business, it is often quite daunting to get precise information on the return on investment from digital marketing efforts. There’s no doubt in asserting that SEO is one of the major contributors to revenue. Hence, it becomes important to ascertain ROI from local SEO efforts.
Often SEO people miss out on some point or the other when it comes to showing ROI from local SEO. Make sure to keep these tips in your mind the next time when you are preparing an ROI report from your local SEO efforts.
This is a guest post from Ravi Sharma, CEO of Webomaze. As a highly enthusiastic entrepreneur, his love for making every business reach the greatest heights in their industry made him establish his digital marketing company delivering the best local SEO services. He has got a great grip on the idea of effective SEO process and tactics which are vital for virtual exposure. He is a fun-loving person and a keen traveler who always hunts to find adventure in new places.