THE ANGEL, January 26, 2021 / PRNewswire / – Entrepreneur and digital marketing expert, Jon Zacharias, recently posted a guide on their blog site outlining how companies using search engine optimization (SEO) can measure their return on investment. As the market leader and co-founder of GR0, one of the fastest growing digital marketing agencies in the country, Zacharias is aware that return on investment in SEO marketing can sometimes seem nebulous to clients without the right frame of reference. In the November blog post titled “The 7 Best Ways to Measure ROI for SEO Efforts,” Zacharias describes specific ways companies can measure the benefits of their investment in SEO efforts.
The first measure of a successful SEO campaign described in this post is the keyword strategy payouts. Zacharias describes keywords as the “most requested” factor contributing to the success of SEO. There are a number of tools available that show a brand’s performance on specific keyword searches. Some tools provide even deeper insight into the impact of keywords on a brand’s page performance in organic searches. The insights gained from this are especially important in avoiding ineffective methods like keyword stuffing and can also alert brands to technical missteps in their SEO efforts. Zacharias also notes that in today’s digital space, branded and non-branded keywords are equally important, according to VWO’s market research.
One ongoing theme that Zacharias emphasizes is that, in order to achieve maximum impact, SEO efforts must begin with the traditional foundation of any solid marketing campaign. Regardless of how well coordinated and deployed, SEO marketing will fall short without relevant and high quality branded content. Quality content plays a critical role in several of the return on investment gauges described by Zacharias.
Google features like snippets, carousels, and long-tail reply boxes are great opportunities for smaller brands to stand out. These features are especially important as the biggest brands with the deepest pockets get ⅔ of the clicks on the most pages of results. To use these features effectively, Zacharias writes that “Marketers should create content that answers frequently asked questions directly and efficiently” while analyzing original data and insights to distinguish themselves in a saturated competitive field.
Similarly, backlinks, a long-established and proven asset in the digital marketing toolbox, increasingly depend on the quality and relevance of content. Previous practices like spamming, buying links, and trying to navigate the rules are ineffective as Google places increasing emphasis on the quality and relevance of backlinks. Commenting on a suitable backlink strategy in 2021, Zacharias writes, “Be honest – it might be time to abandon some of the outdated approaches to backlinking that were focussed on marketing in the past Make sure you earn links the right way, with quality content and smart networks. ”
Two interrelated metrics for the return on investment of SEO that correlate directly with the quality of branded content are likes and shares on social media and the success of referrals and brand promotion. Zacharias points out that word of mouth remains an important component of digital marketing, especially as many brands rely on referrals and promotions to attract new audiences and retain existing audiences. In terms of measuring ROI, he encourages brands to track their sales as they run promotional and referral programs. When it comes to the effectiveness of SEO efforts and social media, quality content is inherently crucial. Simply put, people are not going to share and repost brand content that they think is uninteresting. While measuring SEO ROI with social media efforts isn’t easy, Zacharias suggests that brands track click-backs to their website and rate the content that users like best and share the most.
The last two metrics that Zacharias offers as effective metrics for SEO return on investment are the customer acquisition process and locally targeted SEO campaigns. He encourages brands to keep track of how their web pages rank for various keyword combinations including business type, city and neighborhood location, and other niche long-tail keywords that users may be searching for on the go. In terms of the customer acquisition process, Zacharias says brands should closely monitor customer journey patterns to see which websites and assets outperform the rest.
Zacharias firmly believes that these seven metrics are crucial for brands to use in evaluating the impact of their SEO investment. Interested readers can read more of Zacharias’ blog posts and expert insights into the world of digital marketing on Blog – Jon Zacharias.
Media contact: Gerald Lombardo
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SOURCE GR0.com LLC