(ROI) Return On InvestmentThe be-all-end-all, of course, with any given marketing endeavor is: Will it be worth it? Forecasting your potential ROI for any given SEO campaign means considering a number of factors:
- Your products and services all have potential keywords associated with them – what is the search volume (average number of searches per month) of these keywords? Now, consider where you rank for these keywords currently. If you ranked higher for these keywords, you’d definitely be getting a lot more business and a lot more money.
- How is the conversion rate (the percentage of users who take a desired action) on your website? Do you get a lot of form notifications or calls from the site? (You can track these using Google Analytics.) Your conversion rates are ultimately going to be higher with a sound SEO strategy behind your site, and that means more sales and more money.
- Is the long-haul worth it? SEO is a long-term endeavor; it could take 3-6 months before things start to get exciting.
Take A Look At Your Competitor’s WebsitesYour competition is a great way to learn about what you should start doing (and possibly stop doing) if they are all ranking higher than you in search results. There are some surface-level things by which you can compare your website to theirs.
- Are their websites loading faster than yours?
- Are their websites better-organized and more user-friendly than yours?
- Do their websites easily lead the user into making a conversion?
- Do they have calls-to-action (Click Here!) and contact forms in all the right places, whereas your website may only have a phone number on the Contact Us page?
- When you find them in search results, are their title tags and meta descriptions filled out with compelling messages and keywords, whereas yours aren’t even filled out at all?
Be Honest With Yourself: How Quickly Do You Need To See Results?As stated above, successful SEO is a long-term investment, but some SEO campaigns see success at a faster rate depending on their budget. Simply put, if you start off with a low budget, it’s going to take more time to see results; if you go in big right from the beginning, then the needle is going to move a lot faster. Your budget goes towards all of the activities required for proper SEO. You can expect your budget to go towards:
- Ensuring all of your metadata is filled out and search-optimized.
- Improving your website’s speed and functionality.
- Writing and posting high quality, search-optimized content that is engaging for users.
- Optimizing your website for conversions.
- Reducing bounce rate (keeping users engaged with your website for longer periods of time).
- Local listing work (getting your business information out on as many local directories as possible, and this includes Google My Business optimization).
- Link building (getting links to your website from high quality and authoritative websites in your niche so as to improve your website’s value/authority in the eyes of Google and other search engines).