Google Analytics is a free tool that can provide valuable insights into how your website performs. It’s important to know the SEO ROI of your marketing choices, so you know whether it was worth it. In this article we’ll show you how to calculate the return on investment (ROI) for anything from Google Adwords campaigns to social media ads.,
The author’s opinions are solely his or her own (with the exception of hypnosis), and they may or may not represent those of SagaReach Marketing.
You’ve spent hours studying the most successful SEO strategies, but they’re useless unless you can track them.
KPIs (key performance indicators) and the cost of your existing SEO initiatives are used to calculate SEO return on investment (ROI). Monthly tracking of these critical data allows you to fine-tune and improve your approach while also making informed business choices.
Consider calculating your ROI using Google Analytics (GA) to get the most bang for your dollars (or time). You may use GA to figure out where your audience comes from, make objectives to keep on track, and include the most appealing keywords to improve your search engine rankings.
Google Analytics may be used to assess your SEO ROI in a variety of ways.
Page value No. 1
When discussing ROI, page value is an essential factor to consider.
Consider it in terms of money. Paper money has been used in the United States since the late 1600s as a means of expressing the worth of something. Instead of bartering, residents started assigning a value to a ten dollar note or a hundred dollar bill in order to purchase an item for the same amount.
Page value is a monetary value that is assigned to all pages visited during a transaction session. It aids in the valuation of non-transactional pages like as content and landing pages on e-commerce sites. This is important to grasp since just because a blog didn’t generate income doesn’t mean it didn’t influence a customer’s purchasing choice in the future.
A value may be given to a goal like a contact form submission on lead generation pages, allowing you to more properly monitor whether or not you’re on track.
The following is a diagram that shows how Google calculates page value:
In the first case, a user visits Page B once before moving on to Goal page D (which has a value of $10) and Receipt page E (which has a value of $100). Page B’s Page Value is determined by the amount of money earned by a single pageview.
This is how it appears in equation form:
E-commerce Revenue ($100) + Total Goal Value ($10) = Page B Value Page B (1) has a total of $110 in unique pageviews.
However, not every pageview results in a convert. When a result, it’s critical to maintain track of data and adjust your Page Value as new data arrives. Let’s have a look at the second example to understand how this works.
Two sessions are shown here, but only one is converted to an e-commerce transaction (session 1). So, even if Page B receives two unique visits, the e-commerce income remains the same. Using this new knowledge, we may compute Page B’s Page Value.
E-commerce income ($100) + Total Goal Value ($10 x 2 sessions) Equals Page Value for Page B. Page B (2) has a total of 60 unique pageviews, which is $60.
You’ll have a better sense of which pages contribute the most to your site’s earnings as you accumulate more sessions and data.
#2 E-commerce configurations
If you’re not in charge of an e-commerce company, you may skip this section. For those of you who do, Google Analytics has a more complex option that may be quite beneficial. You may measure sales quantities, the number of orders, billing locations, and even the average order value by enabling the e-commerce options. You can better determine which landing pages or campaigns are doing the best by equating website use to sales data.
How to enable e-commerce options
Select ADMIN in the left sidebar panel of Google Analytics, then click “E-commerce Settings” under the VIEW panel (rightmost panel) > Enable E-Commerce > Enable Enhanced E-commerce Reporting.
To finish, go to the “Checkout Labeling” section of the Enhanced E-commerce settings and fill in the following under “funnel steps”:
View from the outside
Information on billing
Proceed to the payment section.
To help you understand these stages, here’s a diagram:
If you’re using Shopify or Woocommerce, be sure to set up tracking there as well so that Google Analytics can communicate and send this important data to you.
You’ll have access to the following data after you’ve set up E-commerce tracking:
A summary of your income, E-commerce conversion rate, transactions, average order value, and other key figures.
Product and sales results
Shopping and cashiering habits
These provide you with a better insight of how your clients engage with your website and which goods are the most popular. Knowing the steps your clients take and the pages they read before making a purchase may help you examine the worth of individual pages as well as the efficacy of your overall SEO content strategy when it comes to calculating SEO ROI.
#3 Sales Achievements
This is just for e-commerce purposes. Sales from all sources and channels are shown in the sales performance section. You can only see statistics on organic traffic and associated income.
How do you evaluate your sales performance?
This provides a summary of your revenue as well as a breakdown of each transaction. Your content strategy is guided by tracking this over time and observing how it changes.
What does the average transaction amount say about your customers? Is it possible to increase your per-transaction income by adjusting your text to drive up-sells or cross-sells?
Your consumers’ buying behavior is another source of data that may help you measure your SEO ROI and refine your content strategy.
How to get a better understanding of your consumers’ buying habits
You can assess how successful your purchase funnel is at a glance by looking at how many sessions progress from one stage to the next. How many individuals visited your website but did not make a purchase, or put anything to their basket but did not complete the transaction?
This assists you in identifying areas that need further SEO work. This also allows you to estimate how much income you may gain by improving your text and adopting SEO to improve organic traffic, giving you a better understanding of your SEO ROI.
For example, if a large number of people view your page but do not complete the purchase cycle, your material may need to be tweaked to incorporate searchable keywords or language that connects better with your target demographic.
It’s also worth noting that although this shows organic sales, you can’t pinpoint the phrase that drove that transaction, but organic traffic might be a sign that your overall marketing strategy is succeeding. For example, public relations may boost brand searches on Google.
Quick tip: Use Google Search Console to see which terms provide the most traffic to your website, and then use Google Analytics to track navigation history to link individual keywords to purchases.
Overall, to effectively analyze the ROI of your SEO, you must first determine which keywords are producing results for your company, since although people may be interested in your company because of some fantastic PR exposure, they may not be interested in your services. Select terms with purchasing intent to effectively drive this point home. You’ll be able to attract more quality leads to your website this way.
#4 Engagement Celebrations
This is where you’ll want to pay attention if you’re not working on an e-commerce site (hint, hint, my fellow B2B marketers). Engagement events may be used on both e-commerce and lead generating websites.
Assign a value to a target based on the average order value, average number of sign-ups, and conversion rate with your sales staff. These metrics, although valuable for e-commerce, are more likely to be effective for lead generation sites with lengthier sales cycles and transactions that occur off-site or after numerous sessions (for example, B2B SaaS or a marketing agency).
The following are some examples of engagement events:
Subscribe to our newsletter
Submission of a contact form
Adding to a shopping cart
How do you see the results of your campaign engagement?
Here’s an illustration to help you follow along:
This sort of monitoring provides more information about how users interact with different areas of your website and how engaged they are at various stages of the trip. It may be used to define lead generation targets and determine whether or not your SEO efforts are paying off.
Let’s assume you see that your website’s services page receives a lot of traffic, and a large proportion of those visitors download a case study. This indicates that they are interested in your services and would want to see additional case studies.
Make better strategic choices for your company by using ROI estimates.
Finally, while utilizing Google Analytics for SEO, you should strive to link company objectives with precise quantifiable indicators in order to develop a long-term strategy for long-term development. It’s no secret that SEO is a strong tool for your company, but what matters is integrating it into an effective and tailored strategy to keep the train rolling upward.
The “how to make use of google analytics” is a blog post that discusses how to calculate your SEO ROI using Google Analytics. The article includes steps on how to do this and also includes some helpful links.
Frequently Asked Questions
How is ROI calculated in Google Analytics?
A: Google Analytics calculates ROI based on unique visitors and how much they spend.
How do you calculate ROI for SEO?
A: The return on investment for SEO is difficult to calculate because there are so many factors that go into it. However, one factor you could use as a metric would be the traffic generated by your website and how much of that traffic converts into sales or leads.
How do I check my SEO on Google Analytics?
A: You can find your SEO data on Google Analytics under the Site Content report.
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