Proving ROI for SEO is not easy.
It’s one of the main reasons people don’t buy into SEO the way they are with other marketing channels.
It’s not like paid search where you can easily attribute a click on an ad to a keyword and measure conversions against your initial investment to see if it’s worth it.
Other marketing channels often have easier metrics to determine success, such as email open rates, total number of subscribers to a podcast, or social interactions in a post.
When it comes to search engine optimization, there can be a variety of challenges.
Trying to prioritize technical issues with the development team and remove the loners in your organization is hard enough, but measuring the return on investment for content marketing can be even more challenging.
Content marketing ROI is a way to measure how much revenue or conversions your content is bringing in based on how much money, time, or resources are spent on it.
In this article, we will outline the best metrics you can use to measure your content marketing ROI and prove SEO value to your organization.
What are the best metrics for measuring content marketing ROI?
The best metrics to use when measuring your content marketing for SEO or organic search are also the primary metrics marketers use to report the performance of the content we publish:
increase in Membership transfers.
- Page 1 keyword growth
- Better ranking average
page 1 ssearch volume He increases.
increase in Organic visits and clicks.
Remember that the KPIs or goals for each content type may differ based on audience, intent, or media format.
However, these are the best metrics to use when trying to prove the value of how SEO can help support your content marketing efforts, along with measuring the ROI generated from organic channels.
How can we use these metrics to report ROI?
Content creation can cost a lot of money.
There are many different departments and resources involved in producing content.
To continue to create quality content and prove to your company that it is beneficial to improve content in the early stages of development, it is important to use these metrics to tell a good story.
The first step to establishing an SEO ROI on content marketing is to initially measure how your content performs before making any improvements.
If the content is already on the website, you should track the performance of that page before changing anything.
If the content is brand new, be sure to measure and monitor the page once it’s published to show decision makers how well it’s doing from the start.
Executives may not be on the hook when it comes to the process of using SEO insights when developing content, but they do care how many users can find that content and how well it converts.
How to use each SEO metric in reporting
1. An increase in organic conversions
This is a simple but very effective way to show the team how well your content is doing.
Conversions may look different for each type of content.
You can measure conversions based on total newsletter subscribers, total PDF downloads, or total contact us button clicks.
But these numbers tell the best story in terms of how users interact with your content and whether it motivates them to take the desired action.
It’s especially important to drive with organic conversion data when talking to executives because they want to easily understand how much an investment in content marketing overall contributes to the company’s bottom line.
2. Page 1 keyword growth
SEO is a long game, so it’s important to set realistic goals for how well each page will perform.
Doing thorough keyword research is an essential step before optimizing or writing content.
An effective content marketing strategy is to replicate the pivot and talk model to become more authoritative on a topic.
Showing your keyword growth on page 1 is vital to your content marketing ROI as this can prove how much more our page appears in the SERP than it used to be.
By viewing keyword growth on page 1, content marketers can help decision makers understand why we need to invest more of the team’s time and budget in SEO.
Another key metric to include is the overall increase in search volume or how better the website ranks overall for a combination of keywords.
Growth in search volume, especially on page 1, can be an easy way for leaders in an organization to quickly understand how many people might be clicking on our content and how discoverable our content is.
3. Increase organic traffic and clicks
Another key metric to include in reporting on content marketing efforts is the amount of website traffic or clicks on the content produced.
This is a great time to measure how much organic traffic or clicks this content is bringing in, or what percentage of traffic it is to the overall site before making page improvements.
It is important to note that there may not always be organic conversion data to support how the content has helped the site.
Sometimes a user sucks up content on a site and then comes back weeks or months later to convert, which makes it even more challenging to show SEO is directly involved in driving that conversion.
By showing an increase in traffic or clicks, you can still prove to the organization that the content is being viewed by a large number of users, which will hopefully lead to an increase in overall conversions.
Measuring your content marketing ROI is challenging because there are so many different metrics you use to tell the story of how successful your content is.
With the above metrics, you can better show executives how SEO helps make your website, brand, products, and services more visible to the world.
Better visibility means more traffic, conversions, and revenue generation.
Reporting to measure the impact of your content also helps you identify when your content may not be performing well, so you can make adjustments and re-optimize your content as needed to achieve improved results.
Without effectively reporting and measuring the SEO team’s impact on our content, it will be difficult for the SEO organization to become more mature.
The key to making SEO a foundational, wide-ranging strategy within your organization—one where every department understands its importance—is to communicate and report more effectively on content marketing.
The more you do this, the easier it will be in the future to get more SEO budget and resources.
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