Understanding SEO KPIs and ROI to improve your web marketing strategy

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What are the KPIs and SEO ROI ?

Through our SEO Agency Optimize 360

on the theme SEO KPIs


Today, natural referencing is essential for increasing the visibility of your showcase site or a blog.

To assess the effectiveness of this strategy, we need to study the performance indicators (KPIs) and calculate the Return on Investment (ROI) of SEO.

In this article, we're going to look at how to identify these important elements and which tools can help marketers to better optimise their SEO expenditure and results.

SEO KPIs and ROI

KPIs : Key performance indicators in French

KPIs enable web marketing measure the effectiveness of their SEO strategy, in terms of traffic, engagement, sales, etc. conversion and requests present in the Search Console. There are several types of performance indicator :

  1. Organic traffic : 

    This is the number of visitors who come from search engines such as Google.

  2. Conversion rate : 

    The proportion of visitors achieving a specific objective (purchase, registration, etc.) in relation to the total number of visitors.
  3. Keyword positioning : 

    Ranking your site when a user searches for certain keywords - concentrating your efforts on improving this positioning is crucial.
  4. Indexed pages :

    Number of pages in your website or your blog referenced by search engines.

Analysis tools for tracking SEO KPIs

There are several tools available for analysing and measuring a company's KPIs web strategy marketing, in particular Google Analytics or specific dashboards. These tools can identify channels that need to be improved or perhaps dropped. Here are a few examples:

    • Google Analytics : 

      Free platform offered by Google that allows you to track traffic to your website and obtain detailed visitor statistics. Conversion targets can be added to evaluate SEO ROI.
    • Customised dashboard & KPIs : 

      Some professionals prefer to build their own dashboard with their key performance indicators using tools such as Excel, Tableau or Data Studio.
    • Search Console : 

      A tool offered by Google that provides precise information on positioning and the keywords that generate organic traffic to your website.

ROI: Evaluating the return on your SEO investment

Once the KPIs have been analysed, it's time to evaluate the return on investment (or ROI). ROI reflects the financial effectiveness of an investment, in this case the expenditure incurred on an SEO-focused web marketing strategy. Calculating the ROI of SEO is essential to determine whether or not this strategy is profitable.

  1. Investment in SEO : 

    Costs of efforts to improve natural referencing. This includes expenditure on staff, equipment traininganalysis and tracking tools, as well as the execution of the campaign (content optimisation, the creation of backlinksetc.).

  2. Benefits generated by SEO : 

    Revenues attributable directly to natural referencing. This can be calculated on the basis of sales achieved through organic traffic or indirectly through intermediate objectives such as subscriptions to a newsletter. newsletter or requests for quotes.

To obtain the SEO ROITo calculate the return on investment, simply divide the profit generated by the initial investment and multiply by 100 to express this figure as a percentage:

SEO ROI = (Profit generated / Investment in SEO) x 100

A high ROI means that the SEO strategy is profitable and brings long-term financial gain. On the other hand, a low ROI indicates that the strategy is not optimal and that certain aspects need to be improved to increase its effectiveness.

Understanding ROI-focused KPIs

To develop a genuine ROI-oriented strategy, there are four key SEO KPIs to consider:

  1. Website visibility : The average position of your website in search engine results for a set of specific keywords.
  2. Organic traffic by keyword : Measures the number of visits generated by each keyword. It is important to identify the keywords that add value and those that should be discarded or reworked.
  3. Click-through rate (CTR) : Ratio between the number of clicks a link receives and the number of times it is displayed. A high CTR indicates that the content is relevant and attracts users' attention.
  4. Conversion value per keyword : Represents the revenue generated by a given keyword, divided by the number of hits. conversions attributable to this keyword.

By focusing on these ROI-focused KPIs, it will be easier for marketers and SEO experts make the most of their SEO efforts.

To achieve this, you need to adopt a continuous improvement approach and regularly analyse the data provided by performance evaluation tools in order to adapt your strategy and maximise your ROI.

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About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs. Now a recognised specialist in SEO and natural referencing in France and Europe
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