If you heard it once you’ve heard it a thousand times.

If you don’t measure it, you can’t manage it.

A recent IT publication posted an article title: SEO vs ROI: Should SEO be judged by the same criteria as other marketing efforts?

Someone suggested that SEO is an integral part of doing business today and that measuring SEO ROI is like measuring the ROI of the cost of your office space. It’s overhead. The author of the post disagrees. He says SEO does provide an ROI which can be and should be measured.

The odd thing is they’re both kind of right, and they’re having the wrong discussion.

I heard a presented once say that “All company issues can be solved with more sales”. While not 100% true, the idea is valid.

The purpose of SEO is to generate leads, which in turn generates sales.

If the point is effective SEO (and of course it is) you MUST measure against some criteria, because if you don’t, how do you know if your efforts are or are not effective?

However, measuring outputs (visitors from organic search,  page views, conversions, etc) is not a full picture.

You must also measure inputs.

What guarantees you a high Google ranking?

  • The number of pages/posts on your websites.
  • The quality of those pages/posts (and especially the SEO quality of their titles).
  • The consistency with which your website is updated.
  • The longevity whereby your website has been updated.
  • The links from other websites to yours.

So relative to all of the above, what can you measure?

  • The number of posts you publish per day
  • The frequency of posting
  • The number of link requests you send out each day (a link request is just as it sounds, you send someone a link to something you wrote and ask them to share it, which invariable means “link to”.

My point is your affect your outcomes by measuring your inputs.

Want to learn more?

SEO Needs Link Building

 

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