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iPullRank Webinar - Forecasting and Calculating ROI for SEO

iPullRank Webinar - Forecasting and Calculating ROI for SEO

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Aligning value to SEO starts with calculating the return on investment, or ROI. By taking the cost of investment into account, it’s easier to calculate the impact SEO efforts make on the bottom line.



In this webinar, we will be diving into why it's important to forecast and calculate ROI for SEO, and how to do so.



Because calculating ROI for SEO isn’t as simple as it is for other marketing channels, it’s normal for businesses to value alternative marketing efforts over SEO.



Important topics we will be covering include:

-- The Importance of ROI for SEO
-- How to Forecast SEO ROI
-- How to Measure SEO Performance
-- How to Calculate SEO ROI

Aligning value to SEO starts with calculating the return on investment, or ROI. By taking the cost of investment into account, it’s easier to calculate the impact SEO efforts make on the bottom line.



In this webinar, we will be diving into why it's important to forecast and calculate ROI for SEO, and how to do so.



Because calculating ROI for SEO isn’t as simple as it is for other marketing channels, it’s normal for businesses to value alternative marketing efforts over SEO.



Important topics we will be covering include:

-- The Importance of ROI for SEO
-- How to Forecast SEO ROI
-- How to Measure SEO Performance
-- How to Calculate SEO ROI

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iPullRank Webinar - Forecasting and Calculating ROI for SEO

  1. 1. 1 Forecasting & Calculating ROI for SEO Forecasting&CalculatingROIforSEO
  2. 2. Agenda • The Importance of ROI for SEO • How to forecast SEO ROI • How to Measure SEO performance • How to calculate ROI for SEO Forecasting&CalculatingROIforSEO
  3. 3. 3 Forecasting&CalculatingROIforSEO The Importance of ROI for SEO
  4. 4. If you’re not focused on measurement, you’re just doing a very expensive version of arts & crafts - Mike King, Managing Director of iPullRank
  5. 5. The Importance of ROI for SEO • Types of SEO • Why does SEO Matter for ROI • Types of ROI • How does SEO Contribute to ROI Forecasting&CalculatingROIforSEO
  6. 6. Types of SEO Forecasting&CalculatingROIforSEO There are 3 SEO categories: On-Page, Off-Page, and Technical SEO
  7. 7. 7 Forecasting&CalculatingROIforSEO Why Do They Matter? When done correctly and consistently, SEO can have a huge impact on your business’s bottom line
  8. 8. 8 Forecasting&CalculatingROIforSEO Revenue streams SEO can Impact Increase in Organic Traffic means more people are consuming your content and the likelihood of someone buying increases as well
  9. 9. 9 Forecasting&CalculatingROIforSEO Revenue streams SEO can Impact Increase in Engagement means better chance of enhancing the connection between brand and consumer
  10. 10. 1 0 Forecasting&CalculatingROIforSEO Revenue streams SEO can Impact Increase in Visibility means better chances of being discovered by people who are unaware before
  11. 11. The best place to hide a dead body is the second page of Google Search - Someone on Google
  12. 12. 1 2 Forecasting&CalculatingROIforSEO Types of ROI Return on Investment (ROI) Actual ROIProjected ROI ROI is essentially ambivalent when it comes to total profit. Rather than focusing on how much was made, ROI focuses on the profit a marketing effort produced compared to the amount invested in the effort.
  13. 13. 1 3 Forecasting&CalculatingROIforSEO How does SEO contribute to ROI? Driving an increase in Quality Traffic is crucial because Quality traffic translate to better chances of conversions
  14. 14. 1 4 Forecasting&CalculatingROIforSEO How does SEO contribute to ROI? Optimizing UX will also translate into higher conversion rates. Reflecting accurate user journey is key
  15. 15. 1 5 Forecasting&CalculatingROIforSEO How does SEO contribute to ROI? Increase Touch points to showcase more of your content to increase chances of conversion
  16. 16. 1 6 Forecasting&CalculatingROIforSEO How does SEO contribute to ROI? SEO also contributes to AD Performance and that will positively impact conversions
  17. 17. 17 Forecasting&CalculatingROIforSEO How to Forecast ROI for SEO
  18. 18. How to Forecast ROI for SEO • Importance of Forecasting ROI for SEO • How to Develop SEO Projections • How to Communicate SEO Projections Forecasting&CalculatingROIforSEO
  19. 19. 1 9 Forecasting&CalculatingROIforSEO Importance of Forecasting ROI for SEO Not only will a forecast provide an idea of the direction It can also create the necessary accountability for later measurement
  20. 20. 2 0 Forecasting&CalculatingROIforSEO How to Develop SEO Projections Annual SEO Projections
  21. 21. 2 1 Forecasting&CalculatingROIforSEO Annual SEO Projections Step 1: Compile the data on the historical performance of unbranded keywords for your site in Organic Search by exporting from Google Search Console. For maximum accuracy we recommend pulling data via the Google Search Console API.
  22. 22. 2 2 Forecasting&CalculatingROIforSEO Annual SEO Projections Step 2: Google Search Console gives an average position value, we want to calculate a CTR curve, so we need to round up to a Rankings value. Do so by creating column F and performing the =ROUND(E2,0) function and fill down.
  23. 23. 2 3 Forecasting&CalculatingROIforSEO Annual SEO Projections Step 3: Create a pivot table of Ranking vs the Average of CTR.
  24. 24. 2 4 Forecasting&CalculatingROIforSEO Annual SEO Projections Step 4: Using Rankings 1-10 create your CTR Curve.
  25. 25. 2 5 Forecasting&CalculatingROIforSEO Annual SEO Projections Step 5: Identify the annual search volume of keywords that you do not rank in the top 10 for. Also, collect the Organic Search conversion rate, and, if applicable, the average order value. Multiply the CTR by the Conversion Rate to get the amount of potential traffic.
  26. 26. 2 6 Forecasting&CalculatingROIforSEO Annual SEO Projections Step 6: Multiply the traffic value by the Organic Search conversion rate to compute the number of potential conversions.
  27. 27. 2 7 Forecasting&CalculatingROIforSEO Annual SEO Projections Step 7: Multiply the conversion value by the average order value to determine the potential incremental revenue.
  28. 28. 2 8 Forecasting&CalculatingROIforSEO Annual SEO Projections Step 8: This yields a range of potential incremental traffic and revenue. Be sure to couch these numbers against goals and what you think is reasonable for your team to execute.
  29. 29. 2 9 Forecasting&CalculatingROIforSEO Annual SEO Projections Step 9: To calculate the ROI, you divide the sum of the net returns per keyword by the cost of the work you completed and this will be your annual projected ROI.
  30. 30. 3 0 Forecasting&CalculatingROIforSEO How to Communicate SEO Projections 1. SEO projections are ANYTHING but definite. The best way to communicate your SEO projections is to ensure stakeholders are educated on how these projections were calculated, and what factors may affect achieving them
  31. 31. 3 1 Forecasting&CalculatingROIforSEO How to Communicate SEO Projections 2. Visualizations are best when communicating SEO projections. Show the range of what can be achieved, depending on investment and implementation, and help communicate the variables involved when projecting SEO performance and ROI.
  32. 32. 32 Forecasting&CalculatingROIforSEO How to Measure SEO Performance
  33. 33. How to Measure SEO Performance • What are We Measuring • Importance of A/B Test • Factors that Affect Measuring ROI for SEO • How to Measure ROI for SEO Forecasting&CalculatingROIforSEO
  34. 34. 3 4 Forecasting&CalculatingROIforSEO What are We Measuring What you measure will largely depend on your business KPIs. With SEO, you will generally want to look at Organic traffic increases.
  35. 35. 3 5 Forecasting&CalculatingROIforSEO The Importance of A/B Testing Measuring results and showing ROI will almost always come down to a form of an A/B test.
  36. 36. 3 6 Forecasting&CalculatingROIforSEO The Importance of A/B Testing Here are a couple of ways to do A/B testing with respect to SEO: 1. Date Segmentation: Isolate the SEO event and compare equal in length date ranges before and after it was implemented.
  37. 37. 3 7 Forecasting&CalculatingROIforSEO The Importance of A/B Testing 2. Split testing: Identify templated content on the site with a large enough set. Then apply SEO changes to a subset and compare to the control pages.
  38. 38. 3 8 Forecasting&CalculatingROIforSEO The Importance of A/B Testing 3. Bespoke SEO: Search engine optimization is not a paint-by-numbers game. SEO needs to be tailored to the website, brand, page, user and asset type. Testing, making more changes, and testing again will often be the SEO cycle you will employ.
  39. 39. SEO is a marketing function for sure, but it needs to be baked into a product, not slapped on like icing after the cake is baked. – Duane Forrester, VP of Industry Insights with Yext
  40. 40. 4 0 Forecasting&CalculatingROIforSEO Factors that Affect Measuring ROI for SEO Google’s Major Algorithm updates should always be taken seriously and accounted for
  41. 41. 4 1 Forecasting&CalculatingROIforSEO Factors that Affect Measuring ROI for SEO Google’s Ranking Factors - 200 + Ranking Factors to consider
  42. 42. 4 2 Forecasting&CalculatingROIforSEO How to Measure ROI for SEO Measurement ultimately shows changes in performance, whether they’re positive or negative. In order to show these shifts, benchmarks and goals need to be set.
  43. 43. 4 3 Forecasting&CalculatingROIforSEO Measurement Tools 1. Google Analytics : Google Analytics is a free tool and by far the most popular.
  44. 44. 4 4 Forecasting&CalculatingROIforSEO Measurement Tools 2. Google Search Console : GSC can perform technical analysis of your site and measurement of performance in Google search
  45. 45. 4 5 Forecasting&CalculatingROIforSEO Measurement Tools 3. KWFinder: An SEO Keyword Tool like KWFinder helps companies find long-tail keywords that have a lower level of competition. To use the tool, simply put in the keyword you want to target and watch the magic happen.
  46. 46. 4 6 Forecasting&CalculatingROIforSEO Measurement Tools 4. Majestic: Used by SEO experts worldwide, Majestic focuses on providing web-based link information to help users identify how competitors are performing.
  47. 47. 4 7 Forecasting&CalculatingROIforSEO Measurement Tools 5. Ahrefs: Ahrefs can help companies see how pages are performing against keyword rankings and backlinks, for both them and their competitors.
  48. 48. 4 8 Forecasting&CalculatingROIforSEO Measurement Tools 6. Google Data Studio: Google Data Studio provides an opportunity to unite the different pieces of the puzzle in a single dashboard.
  49. 49. 49 Forecasting&CalculatingROIforSEO How to Calculate ROI for SEO
  50. 50. How to Calculate ROI for SEO • Reporting on SEO Performance • Showing SEO ROI • Calculating ROI for SEO Forecasting&CalculatingROIforSEO
  51. 51. 5 1 Forecasting&CalculatingROIforSEO Reporting on SEO Performance 1. Establish Baseline: By establishing a baseline, you will have a set of metrics to compare results to
  52. 52. 5 2 Forecasting&CalculatingROIforSEO Reporting on SEO Performance 2. Site Audit: Find everything that needs to be worked on and lay them out in an organized fashion
  53. 53. 5 3 Forecasting&CalculatingROIforSEO Reporting on SEO Performance 3. Identify Goals & Objectives: Clearly identifying your SEO goals is crucial for measuring results
  54. 54. 5 4 Forecasting&CalculatingROIforSEO Reporting on SEO Performance 4. Create an SEO Strategy: Based on the Goals & Objectives you set, create a strategy most suited to meet that goal
  55. 55. 5 5 Forecasting&CalculatingROIforSEO Reporting on SEO Performance 5. Define Deliverables and how they will contribute to performance
  56. 56. 5 6 Forecasting&CalculatingROIforSEO Reporting on SEO Performance 6. Create a measurement plan to set up tracking for all of the different channels and metrics
  57. 57. 5 7 Forecasting&CalculatingROIforSEO Reporting on SEO Performance 7. Analyze Data & Report Findings
  58. 58. 5 8 Forecasting&CalculatingROIforSEO Showing SEO ROI 1. Increase in non-branded organic traffic: Non-branded organic traffic is SEO gold as it is one of the few metrics you can truly affect directly.
  59. 59. 5 9 Forecasting&CalculatingROIforSEO Showing SEO ROI 2. Increase in inbound links: Similar to the previous ROI analysis on the growth in inbound links, you can put a monetary value on those links and analyze “revenue” gained that way.
  60. 60. 6 0 Forecasting&CalculatingROIforSEO Showing SEO ROI 3. Increase in traffic quality: An improvement in organic traffic quality can be shown through behavior metrics.
  61. 61. 6 1 Forecasting&CalculatingROIforSEO Showing SEO ROI 4. Increase in revenue: An increase in organic revenue is as clear cut as it can get for a top level executive. This is the true measure a non-SEO stakeholder will be held accountable to.
  62. 62. 6 2 Forecasting&CalculatingROIforSEO Calculating ROI for SEO ROI is calculated by subtracting the initial value of the investment from the final value of the investment, and dividing it by the total cost of investment.
  63. 63. 63 WHATWEHEARDFROMYOU

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