This document discusses strategies for measuring the return on investment (ROI) of search engine optimization (SEO) efforts. It provides examples of calculating estimated savings from organic traffic and assigning monetary values to various micro-conversions like email signups, social shares, and video views. The key goals are to justify SEO as a cost-saving activity, assign value to all user actions, and optimize content and strategies based on keyword-level conversion data.

1. SIMON PEARCE
Measurement &
DIGITAL STRATEGY
Analytics

2. SEO ROI
Calculate the estimated savings
(as compared to having to pay for the traffic)
ManoftheHouse.com
Last 30 Days - 42,000+ visits from 24,000+ keywords
2

3. SEO ROI
Top 30 Organic Search Keywords
(.1% of the total keywords and 20% of total visits)
Visits x Estimated CPC = Cost Savings
3

4. SEO ROI
$23,374 in savings in the last 30 days
4

5. SEO Share of Search
Visits / Search Volume = Share of Search
5

6. Micro-Conversion Value
Everything has a value at some level
Email Sign-Up
Printing a Coupon
Sharing/Emailing a Recipe
Facebook Likes
Watching a Video
6

7. Micro-Conversion Value
Everything has a value at some level
Email Sign-Up - $1.20 (already paying that via Response Media)
Printing a Coupon - $XX (extracted from DM budgets)
Sharing/Emailing a Recipe - $XX (multiple of SEO ROI)
Facebook Likes - $XX (multiple of SEO ROI)
Watching a Video - $XX (extracted from pre-roll media budget)
7

8. Micro-Conversion Value
Keyword Visits SEO ROI Email Print Share Like Watch
cake recipe better than almost anything 158 $490.56 42 0 8 38 5
mocha almond fudge ice cream recipe 257 $697.84 46 47 10 37 11
multi colored cupcakes recipe 206 $520.61 32 28 33 0 28
whisk kid recipes 177 $22.05 28 26 6 23 21
bomb pop cupcakes 122 $420.36 8 6 31 3 24
cajun alfredo sauce 230 $25.28 11 49 21 40 14
healthy pumpkin bars 243 $218.31 13 19 36 39 36
watermelon soju recipe 231 $178.56 48 27 21 40 0
cheeseburger cupcakes recipe 187 $143.38 38 27 7 21 17
mcdonalds mocha frappe recipe 180 $62.01 0 41 27 2 36
rachel allen recipes 204 $480.00 25 18 26 36 15
rainbow cake balls 306 $410.52 36 49 32 22 41
tom rang muoi recipe 156 $166.40 6 14 7 41 24
copycat boiling crab recipe 173 $522.58 2 0 49 7 44
hormel chili cheese dip 311 $496.16 38 50 41 43 11
kentucky fried chicken recipe 201 $601.92 43 11 27 21 16
patriotic truffles 216 $377.88 42 24 21 25 15
steakhouse potato salad recipe 190 $33.37 15 44 15 6 32
8

9. Micro-Conversion Value
Keyword Visits SEO ROI Email Print Share Like Watch
cake recipe better than almost anything 158 $490.56 $50.40 $0.00 $10.00 $57.00 $15.00
mocha almond fudge ice cream recipe 257 $697.84 $55.20 $235.00 $12.50 $55.50 $33.00
multi colored cupcakes recipe 206 $520.61 $38.40 $140.00 $41.25 $0.00 $84.00
whisk kid recipes 177 $22.05 $33.60 $130.00 $7.50 $34.50 $63.00
bomb pop cupcakes 122 $420.36 $9.60 $30.00 $38.75 $4.50 $72.00
cajun alfredo sauce 230 $25.28 $13.20 $245.00 $26.25 $60.00 $42.00
healthy pumpkin bars 243 $218.31 $15.60 $95.00 $45.00 $58.50 $108.00
watermelon soju recipe 231 $178.56 $57.60 $135.00 $26.25 $60.00 $0.00
cheeseburger cupcakes recipe 187 $143.38 $45.60 $135.00 $8.75 $31.50 $51.00
mcdonalds mocha frappe recipe 180 $62.01 $0.00 $205.00 $33.75 $3.00 $108.00
rachel allen recipes 204 $480.00 $30.00 $90.00 $32.50 $54.00 $45.00
rainbow cake balls 306 $410.52 $43.20 $245.00 $40.00 $33.00 $123.00
tom rang muoi recipe 156 $166.40 $7.20 $70.00 $8.75 $61.50 $72.00
copycat boiling crab recipe 173 $522.58 $2.40 $0.00 $61.25 $10.50 $132.00
hormel chili cheese dip 311 $496.16 $45.60 $250.00 $51.25 $64.50 $33.00
kentucky fried chicken recipe 201 $601.92 $51.60 $55.00 $33.75 $31.50 $48.00
patriotic truffles 216 $377.88 $50.40 $120.00 $26.25 $37.50 $45.00
steakhouse potato salad recipe 190 $33.37 $18.00 $220.00 $18.75 $9.00 $96.00
9

10. Micro-Conversion Value
- Establish conversion values based on current media budgets
& performance
- Analyze conversions by keyword
- Identify keywords and keyword segments that provide a
relatively high return
- Layer additional data over keyword segments
(e.g. technographics, time-of-day/day-of-week, etc.)
- Use this data to guide content/seo/media strategies
10

11. Micro-Conversion Value
- Apply conversion values to paid search as well
- CTR and CPC only matter to a certain extent
- If you are only monitoring campaign level metrics
(e.g. CTR, CPC, etc.) you are wasting time and money
11

12. Micro-Conversion Value
Razors Razor Blades
Impressions 1,000 2,000
CTR 5% 10%
CPC $1.50 $1
12

13. Micro-Conversion Value
Razors Razor Blades
Impressions 1,000 2,000
CTR 5% 10%
CPC $1.50 $1
Conversion Rate 25% 5%
Total Cost $75 $200
Conversions 12 10
Cost Per Conversion $6.25 $20
Continue break-down by conversion type...
13

14. Measurement Goals
- Justify organic search as a cost-saving activity
- Put a value on every action possible, regardless of how small
the dollar amount is
- Optimize for conversions and value at the keyword/topic/ad
group level
- Use findings to adjust content and media strategies
14