Search engine optimization or known as SEO is the
process of increasing a website’s online presence. The higher it comes out from
SERPS (search engine result pages), the higher chance your website can be
accessed by your potential readers and ultimately become customers. An SEO company in the Philippines and a
lot more, are taking necessary steps to maintain a website’s ROI and make it as
fulfilling as it should be.
On the contrary, there has been a debate that is
taking place in the marketing world about SEO. Questions have been arising
whether it is a distinct marketing channel? Or has it become such a business
necessity that it has become an unnecessary to measure its ROI?
According to positionly.com, search engine marketing
should be a vital part of online marketing strategy. Yes, it truly is. And in
order to achieve better results, higher ROI, higher revenue and more
conversions, it is very much essential to constantly track, analyze and improve
one’s efforts. One of which is using SEO to score a better performance and
maximize profit from your actions.
So, is SEO necessary?
The question pops up as if like a thought bubble that
comes out from a marketers’ perspective and unexpectedly.
‘Is it one
of the marketing outflows to be judged basing on one’s ROI?’
The answer is, yes and yes.
In today’s marketplace, SEO is such a necessity that
potential customers no longer use the phone book or directory to search for
what they need. With the use of a computer or mobile gadgets such as a
smartphone or a tablet, you can already find what you are looking for.
Everything is almost on the Internet now and it cannot be argued. With this in
mind, businesses are encouraged to be visible online, which means putting up
their website and updating them, in order for their potential customers to find
them, even using just an electronic device.
However, the necessity to have real people to provide
that product or service to a customer should be present. Employer activities
are measured by businesses, which means every expenditure has an ROI, either in
terms of reducing cost or increasing revenue.
There are a few methods on how to measure the ROI on
SEOs, according to Entreprener.com.
Website Traffic
Specifically, organic website traffic. This means
that visitors using unpaid search engine listing cause the site traffic. One of
which is Google. Your analytics report will tell you whether your site has had
organic, referral or direct visits, which can be a basis whether it’s
increasing or decreasing overtime.
Rankings
This would mean your site, coming up in a search.
However, this is actually a rather difficult measure to determine. Moz.com can
provide ranking data and help you demonstrate on how those rankings change over
time. Google Analytics also provides this information.
Entrances
Close to measuring organic website traffic, entrances
are more likely the pages of which a person who visited has primarily left off.
According to Google, entrances are incremented with the first page or screen
hit of a session. The more pages, of course, the higher the return.
Leads
This is one of the most important things to measure
for most business owners. These are prospective customers who have expressed
interest in your product or service but have not purchased yet. Moreover, leads
are essential because it means that you business has been an interesting site
for them and perhaps have realized that you can do more than what they are
expecting, thus the number of phone calls or web leads, are coming in.
Take note that if the lead measurement is missing
from the equation, the first three metrics would not matter. It would reveal
that the ROI is insufficient if the leads do not meet the expectations, which
means the price per lead is not competitive enough with other marketing
channels.
Businesses who invest on SEO will eventually see the
turning point and outcome of your efforts once you see its influence on the
amount you have invested.
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