Do you ever wonder if all that effort you’re putting into your SEO is actually paying off? With so many competing sites out there, running a B2B SEO campaign without knowing how to measure the results can feel like shouting into the void.
With so many different factors to consider, measuring the ROI (Return on Investment) of an SEO campaign can feel like a daunting task, but it doesn’t have to be! In this blog, we break down SEO ROI measurement step-by-step, so you can find the evidence to show that your hard work has paid off.
Set your goals
Before you get started on your campaign, you need to know what you’re aiming for. Are you trying to boost organic traffic, get more leads, improve keyword rankings, or maybe even all the above? Setting clear goals and KPIs (Key Performance Indicators) will help you to understand what makes your campaign a success. Some KPIs to consider might be search engine ranking positions for targeted keywords, bounce rate and average session duration, and conversion rates (like form submissions or demo requests).
Keep track of your costs
Don’t forget to track the ‘I’ in ROI! To figure out if your campaign is worth it, you need to know what you’re spending. This could include salaries for your SEO team or fees to agencies or consultants, the cost of any SEO tools or software, and expenses for content creation or technical SEO improvements.
Monitor organic traffic
For many campaigns, organic traffic will be your key indicator of SEO success. Google Analytics is great for this, but you could also look into more specialised tools like Semrush for more in-depth stats. Remember to measure overall organic traffic growth, as well as traffic to any specific landing pages you’ve optimised for the campaign.
Check your lead generation
In B2B SEO, leads are usually the ultimate goal. Track how many leads you’re generating from your organic search traffic by using conversion tracking tools in Google Analytics, linking leads to traffic sources using CRM data, and by tracking form submissions, demo requests, and contact enquiries from organic search.
Track keyword rankings
Keeping an eye on your keyword rankings lets you know how visible you are on search engines, and how you’re performing against those pesky competitors! Keep track of how much the rankings of your chosen keywords have improved, which of your pages are ranking highest, and how you’re performing against any sites you want to outrank.
Measure user engagement
Your user engagement stats tell you how well your content is resonating with visitors. Take a look at your bounce rate, average session duration, pages per session and return visitors to find out how engaged your users are. Better engagement often translates into more conversions.
Link SEO to revenue
Now let’s talk about something really important – the money! You can keep track of how much revenue your campaign is generating by following your customer journey, for example, how many of your recent sales came from leads that originated from organic search?
Keep optimising and reporting
No SEO campaign ever truly ends! Regularly come back to review its performance and tweak your future strategies accordingly. Creating clear, detailed reports can also help to showcase the benefits of your campaign to clients or prospects.
Measuring the ROI of your B2B SEO campaigns doesn’t have to be a mystery. By setting clear goals, tracking key stats and doing a bit of number-crunching, you can make the ROI of your campaigns clear to see and uncover the true value of your SEO efforts.
Is your SEO where it needs to be? Embrace Marketing is a specialist outsourced marketing agency. We’re a unique hybrid, as our team combines both in-house and agency skills and expertise. Email hello@weareembrace.com for an initial chat.
This latest thinking article was written by:
Jack Lenton
Content Manager
