Before you launch your next marketing campaign, wouldn’t it help to predict how much traffic and revenue it will bring in?
After all, why promote a product or service without first understanding the market potential?
Being able to estimate return on investment is vital to making smart decisions for your business – whether deciding how to allocate your marketing budget or choosing the best SEO keywords for your brand.
On February 15th, I moderated a webinar with Sabrina Hibbs, Vice President of Partner Development, and Jeremy Rivera, Director of Content Analysis at CopyPress.
Rivera and Hibbs showed how to predict the results of your next campaign using a simple mathematical formula that analyzes specific keywords and predicts SEO results.
Here is a summary of the webinar. To access the entire presentation, Complete the application.
But first, why is return on investment (ROI) important?
Why think about the return on investment?
You need to think about ROI for:
- justify your internal budget.
- Improves Your agency/freelance.
- impact SEO Data as Business Intelligence.
5 steps to predict your SEO potential
Here’s how to determine the return on investment for your next SEO campaign:
Step 1: Define your “keyword” universe
To get valuable keyword insights, talk to people!
- Check with your customer support teamReview support tickets and see what new users don’t understand about your product. What problems are they trying to solve?
- Listen to sales callsWhat are the winning arguments and closing tactics that make potential clients customers?
- Connect with current/ex-customersUse surveys and follow-up conversations to find out what challenges your product/service solves.
Step 2: Get the traffic volume
Once you have your keywords, you can come up with an estimate of potential traffic.
Consider data, referral, and CTR limitations when qualifying your data.
Step 3: Decide what conversion is for you
Once you have an estimate of your potential search volume, keywords, and traffic estimate, determine what conversion means to you.
This may vary between e-commerce and lead generation based sites.
Step 4: Determine how good your sales staff is
Not every lead turns into a customer. That’s why it’s so important to consider your sales closing rate when projecting your return on investment.
You’ll also need to consider factors such as one-time earnings or lifetime value.
To predict your SEO ROI, follow these steps:
- Gather a list of keywords.
- Get search volumes.
- Multiplication by Organic CTR = Potential Traffic.
- Find the conversion rate.
- Double the traffic = conversions.
- Find lead price nearby
- Multiplied by conversions = potential sales.
- Find the revenue per sale.
- Double sales in revenue.
Step 5: Make your expectations reasonable
To make your predictions reasonable, find out how you’re doing by analyzing your content, under-capitalized keywords, and analyzing the competition on search engine result pages (SERPs).
The future is in your hands. Knowing that there are a lot of potential traffic, rankings, conversions, and returns can help you make a business case.
[Slides] How to Predict Your SEO Success: A 5-Step Formula to Help You Win
This is a copy of the presentation:
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Q&A with Martin Splitt of Google – Semantic HTML, Search, and Google Search Console
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