Communicating SEOs Value To Clients And C-Level Execs
As an SEO professional, you understand the value of your work. You also understand that not all of your clients or prospects (or C-level execs if youre working in house) fully appreciate what is required to really make SEO work.
This can be due in part to the fact that proving return on investment for dollars spent on SEO can be challenging. That does not mean, however, that it is impossible.
It is important to track ROI on SEO efforts. You need to do this to justify your worth to your clients and your clients need it to justify continued expenditures to themselves or their management.
Sadly, SEO is one of the first things that many businesses let go in favor of activities that more readily present themselves with hard ROI statistics. How do you combat this?
When proving the value of SEO, utilizing hard data is a must. The following steps can streamline this process:
You can calculate revenue per leads by simply dividing the total amount of revenue by the total number of leads.
Perhaps the first thing that must be said here is that page visits are not necessarily leads. They can be, but they do not have to be. Tracking page visits can provide a snapshot of overall activity, but the data most important to track here when mapping it back to revenue are events or goals.
Events and goals in Google Analytics can be confusing to many companies. Turn this confusion into an opportunity for you by educating clients about them what they are and why they are important to businesses.
Start by clearly explaining what events and goals are, as follows: